Download - MBT Presentation
![Page 1: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/1.jpg)
![Page 2: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/2.jpg)
?Broaden MBT product appeal without alienating core audience
Project:
![Page 3: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/3.jpg)
PresidioClassic sneaker / Everyday walking
$94
Sandals, Clogs, Shoes, BootsSimple & comfortable
$120
![Page 4: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/4.jpg)
All#productsWalking#shoes$135#8#$459
Addic;on#WalkerFitness#walking
$100
![Page 5: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/5.jpg)
0 1000000 2000000 3000000 4000000 5000000 6000000
SumofCABLETVDOLS
SumofNETWORKTVDOLS
SumofSPOTTVDOLS
SumofNATLNEWSPDOLS
SumofNEWSPAPERSDOLS
SumofHISPANICNEWSPDOLS
SumofSUNDAYMAGSDOLS
SumofMAGAZINESDOLS
SumofLOCALMAGSDOLS
SumofHISPANICMAGSDOLS
SumofB‐TO‐BDOLS
SumofNATLSPOTRADIODOLS
SumofLOCALRADIODOLS
SumofOUTDOORDOLS
SumofUSINTERNETDOLS
Total Media Mix (Jan. 07 - Dec. 08)
Mephisto
MBT
Keen
Dansko
Brooks
Source: TNS/Stradegy
Competitors’ Media Spend
Source: TNS/Stradegy
![Page 6: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/6.jpg)
Trainers
Athletic
Orthopedic
Comfort
type
of s
hoe
target
![Page 7: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/7.jpg)
![Page 8: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/8.jpg)
““
-Source: The Times Magazine
These shoes can work like a personal mini-gym.
![Page 9: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/9.jpg)
““
-Source: The Times Magazine
These shoes can work like a personal mini-gym.
![Page 10: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/10.jpg)
Ages 25-54$75,000+ HHI
“I play sports every chance I get.”
Average Age: 41HHI: $75,000Highly EducatedMarriedReally, really into exercise
The Fitness Fanatic
![Page 11: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/11.jpg)
Fitness Fanaticscare about their body
• Their friends’ personal health guru
• Participate in a wide variety of sports
• Eat well
•Exercise ALL the time...
![Page 12: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/12.jpg)
Fitness Fanaticscare about their body
• Their friends’ personal health guru
• Participate in a wide variety of sports
• Eat well
•Exercise ALL the time...
50% more likely
82% more likely
75%
160% more likely
![Page 13: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/13.jpg)
They wish they couldwork out more
![Page 14: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/14.jpg)
Why they would buy MBT?
They place more importance on time vs. money
It fits into their multi-tasking lifestyle
They say they are too busy to take care of themselves
Will pay anything when it comes to their health
![Page 15: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/15.jpg)
MBT: a way for the Fitness Fanatic to
work out even when they aren’t.
![Page 16: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/16.jpg)
Media Consumption?
Above Average Quintiles:
Outdoor, Magazine, & Internet
![Page 17: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/17.jpg)
Increase awareness/education among athletes to 40%
Increase consideration among athletes by 15%
awaren
ess
considera+
on
![Page 18: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/18.jpg)
Reach the audience when they're working out
awareness
![Page 19: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/19.jpg)
Reach them when they are looking for training methods
Reach the audience when they're gearing up for training
considera+on
considera+on
![Page 20: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/20.jpg)
Frequency = 6Reach = 72%
GRPs = 432
![Page 21: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/21.jpg)
![Page 22: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/22.jpg)
MiamiLA
San FranciscoDC
MinneapolisSeattle
![Page 23: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/23.jpg)
![Page 24: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/24.jpg)
Runner’s World Men’s Health
MagazinesSelf Women’s HealthShape
![Page 25: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/25.jpg)
Hulu Runner’s World Men’s Health
Women’s Health Weather ChannelSelf
& AdWords
![Page 26: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/26.jpg)
Mobile
![Page 27: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/27.jpg)
Outdoor
![Page 28: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/28.jpg)
![Page 29: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/29.jpg)
![Page 30: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/30.jpg)
![Page 31: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/31.jpg)
““
...it’s hard not to notice an adyou have to sit on.
-Source: TIME Magazine, July 2001
![Page 32: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/32.jpg)
Boston Marathon
![Page 33: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/33.jpg)
![Page 34: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/34.jpg)
![Page 35: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/35.jpg)
Impressions
Adjusted Impressions(according to target
composition of 11.94%)
Cost GRPs
Adjusted GRPs(according to target
composition of 11.94%)
Online/Search
Mobile
Outdoor
TOTAL
194,679,000 23,244,673 $4,132,800 763 91
532,129,638 63,536,279 $4,150,200 2,068 247
151,824,960 18,127,900 $500,000 596 71
603,354,900 72,040,575 $3,392,033 76 76 (already adjusted locally)
1,481,988,498 176,949,427 $12,175,033 3,503 485
GRPs: 485 > 432
![Page 36: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/36.jpg)
![Page 37: MBT Presentation](https://reader034.vdocuments.mx/reader034/viewer/2022052205/547c5fb2b479599d508b4669/html5/thumbnails/37.jpg)