swing smart
TRANSCRIPT
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By:Francesca
Horton
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Company Information● Company formed in 2008
and major production began in 2012
● SwingSmart products are all manufactured in the United States
● First swing analyzer on the market
● SwingSmart expansion into Europe starting in 2015
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Our Goal ● By the end of 2017, increase market share
by 25%● Increase brand recognition through the use
of social media mediums (Facebook, Twitter, Instagram, Pinterest) o Double social media followers by the end of 2017
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Procedure and Approach
❖ Luedicke’s Brand Rotor Model❖ Holistic approach❖ Drivers and Disruptions at every angle
➢ Easy to identify strengths and weaknesses
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What does SwingSmart do and why?
❖ WHAT: SwingSmart provides accurate, timely and relevant information that can be used to improve a golfer’s swing➢ “Swing it, See it, Fix it”
❖ WHY: Creating an ecosystem for golfers worldwide
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Current TouchpointsDrivers:-New Market and Technology-Easily usable -Good endorsers-Great appearance-Online Presence
Disruptions:-High Price-Minimal Products-Weak store presence-Minimal advertising-Limited to younger generations
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Touchpoint Goals and Achievement Plan
-Increase products
-Decrease prices
-In-store sales
-Utilize all advertising mediums
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Current Brand Thoughts
Drivers-The next “big thing”- Utilizes smartphone technology-Positive industry reviews
Disruptions-Limited customer reviews-Technical difficulties-No lasting relationship with consumer
“I think it is a great little device and certainly the best golfing aid I have ever bought.” -Amazon user
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Brand Thoughts Goals and Achievement Plan
What do we want our consumers and stakeholders to think about the brand?
Loyal spokespeople
Market leaders
Respectable and serious
Stronger social media presence
Possible rebranding
Respectable and serious
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Current Brand Culture
Typical Buyer Man/Woman ages 30+; golf fanatic; disposable income
Drivers Understandable Mission (“Swing It, See It, Fix It”), compelling promise, attractive smartphone technology
Disruptions Difficult to connect with brand; Customers don’t currently have a strong relationship
❖ This stylish technology is designed for motivated and driven golfers
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Brand Culture Goals and Achievement Plan
❖ Create new product lines under ONE company name-- “SportSmart”
swimsmart Swimming
strikesmart Baseball
swingsmart Golf
servesmart Tennis
❖ In order to better connect with the customers, it is vital to have our future products united under one brand name--these would be available on the company website in addition to in stores
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EnvironmentMarket:+Product is built with Patent-Pending Technology that provides the most accurate data in the golf swing analyzer category -Other companies are also trying to take advantage of the innovative technology (Golf Sense, Swing Byte)
Cultural and Technological:+Brand provides a useful tool to help dedicated golfers improve their swing-Some golfers may prefer help from an instructor rather than utilizing the technology, particularly the older generation who may not be as tech savvy
Financial:+Company has the potential for market growth
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Advertising Strategy● Heuristic Strategy: The power of rules of thumb● Peripheral Route / Heuristic processing● Celebrity Endorsement: Peter Kostis and Patrick
Reed● Credible in their field● Their celebrity status draws attention to
SwingSmart● “If expert says it is good, then it must be so”
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Advertising Ideas● Pulsing strategy
o Year long social mediao Tri-monthly print adso Sponsorship with Patrick Reed
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Social Media Strategy● #MySwing● Twitter chat with Peter Kostis and Patrick Reed● Facebook Ads● Pinterest
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2016 Media Plan PUBLICATION DESCRIPTION
Patrick Reed Sponsorship Professional golfer who will help raise sales--young, upcoming golfer--help image of brand
Peter Kostis Program CBS Golf analyst as product’s Spokesperson
Facebook Ads Monthly Advertisements
Golf Digest 4 Articles throughout the year--March, June, July, and October
Billboard 1 Billboard in June
Mobile Marketing Campaign Visit local tournaments for 3 months; products are available to try!
Advertising Budget: $700,000 Total Spent: $669,500
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Summary and Strategy Overview ● Increase market share by
25% through product differentiation, sponsorships
● Utilization of media plan to gain more SwingSmart loyal consumers
● Begin discussion with industry leaders regarding branding of SwingSmart into other sports
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Brand Monitoring-Brand Monitoring is very essential for start up companies
Monitored Components:- Clarity- Commitment- Responsiveness- Understanding- Presence
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Future Areas of Brand Monitoring
-Differentiation
-Protection
-Authenticity