all about surfing all about the beach marketing plan 2010
TRANSCRIPT
All About Surfing All About the BeachMarketing Plan 2010
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Management Andrew Gaer Jason Eckenrode (assistant)
Creative John Smith Anne Kim
Data Management Raymond Button
Web Development and Technology Byron McDougle
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Where Are We?
Low Profit Margin
2009 Marketing Budget $1.5m
Functional, Interactive Website
Contemporary Designs
Industry Presence
Legacy Low Market Share
Low Mind Share
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objectives
Reestablish brand awareness Reestablish brand dominance Increase revenue by $7m in year one
and $10m in year two. $1.5m + $1.0m 2010 $1.5m + $1.2m 2011
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Strategy
Brand Awarenes
sIn-Store
Gromarazzi
Contests
Events
Brand Dominan
ce
Sales
Increasing Sales
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Target Market
Target Market
Active Surf CultureLegacy CustomersSurf Style Identifyers
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Strategies Outside
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Gromarazzi
Flyers
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Strategies In-Store
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CRM – Process Overview
Customer Data
BaseIn-Store
Gromarazzi
Contests
Events
Com
munica
tions
Social Media
Store
$
Text Messag
e
Hang Tag
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Financial Impact
Gromarazzi Materials / Sponsorship 50 groms $400 $20,000
Gromarazzi Management and Development (creative) $75,000
Major Surf Event Sponsorship $400,000
Top 20 Surfer Sponsorship $150,000
Charitable Donations / Sponsorship $50,000
In Store Displays / Graphics / Art 200 stores $300 $60,000
Event Displays / Graphics / Art 5 sets $1,000 $5,000
Promotional Giveaways 20,000 units* $2 $40,000
Database Managing and Hosting $50,000
Misc. Costs $10,000
Account Management $90,000
Total $950,000
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Financial Impact2010
Exposure (people) 200,000Purchase Rate 22%Average Ticket Amount $86 Anuual Repurchase Rate 32%Average Annual Repurchase Value $232 Total Gross Profit $7,050,560Program Costs $950,000ROI $7.42
2011Exposure (people) 225,000Purchase Rate 28%Average Ticket Amount $92 Anuual Repurchase Rate 34%Average Annual Repurchase Value $280 Total Gross Profit $10,094,400Program Costs $1,200,000ROI $8.41
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Timeline
Q1 Q2 Q3 Q4
Gromarazzi Team
Gromarazzi
Gromarazzi
Program
Event Selection
Choose and Sign Top Athlete
Materials Design and Production
Event Season Surf
In Store Campaign
Charity Event Charity Event Charity Event
SnowEvent Season Snow
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