2. Overview
Company Background
Product Line
Target Market
Distribution
Current Marketing Efforts
Mobile Marketing Efforts
3. Company
Background
Started in 2010
Founded by Richard Tait (Cranium) and
Alex Rosenast (Garage Billiards)
HQ in Seattle
Very soccer-centric environment
4. Product Line
Four offerings in energy line (3 flavors)
Four flavors in hydration line
Differentiation points:
All natural
Superior flavor
Energy has hydration component
Latin inspired flavors and packaging
Soccer-centric appeal
6. Distribution
Online – Amazon Store (bulk)
Traditional Retail
QFC
Whole Foods
Safeway – just launched
Geographic
Seattle
Portland
Los Angeles
7. Current Marketing Efforts
Sampling (MLS games, specialty events)
Social (Facebook, Twitter, blog)
Storytelling – website, events, videos
Partnership – Washington Youth Soccer
Official Drink
Emphasis: Great lifestyle and
informational imagery to drive awareness,
affinity and sales velocity
9. WC 2014
Contest
Use Instagram and Statigram to run image
contest
Monthly winners for a year; pool for grand
prize winner: trip for 2 to Brazil for World
Cup
Object: Raise brand awareness/promote
engagement
Timeline: March 2013 – March 2014
10. SMS/MMS
Coupon
Mobile Coupons issued via
shortcodes
5 videos/ 5 coupons
Opt-in to receive more
coupons
Object: promote
engagement, enhance
consideration, increase
conversion & loyalty
Timeline: Spring/Summer 2013 –
90 days
11. Soccket Sales Code
Loyalty Program
Loyalty program with CSR element
UPP Codes on packaging
Opt-in through website codes
Users receives points for
merchandise
CSR element – purchase Socckets
Object: Enhance consideration,
increase conversion, strengthen
loyalty
Timeline: Spring 2013 – perpetual
duration
12. ‘Where Will You Find Us Next’
Video Campaign
Feature ‘wacky’ ads featuring
product line
Outlandish locales and settings
Viewed on mobile website
and app – w/ social sharing
Object: Raise brand
awareness and promote
engagement
Timeline: Launch summer 2013
13. Amazing
Scavenger Hunt
Scavenger hunt in downtown
Seattle
7 retail/foodservice locales
Two age categories
Use SMS and QR codes to find
each location
Prizes for first three teams
Object: Raise brand awareness,
promote engagement and
enhance consideration
Timing: July 2013; 4 hour duration
14. Golazo Campaign Timeline
• Socckets Loyalty Program
Launch
• Release WWYFUN
Video
CY 2013
• WC Contest Launch • Coupon Promotion
(March 2013-2014) (90 days)
• Amazing
Scavenger
Spring 2013 Summer 2013 Hunt
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Campaign Development
Lifecycle
Launch
Initiate Plan Development
15. Mobile Website
Home
Product identifier
Store locator
Video player
Social links
Promotions
Loyalty program
Press/News
16. Golazo App
Home
Soccer game
Store locator
Video player
Social links
WC Contest
Loyalty program
17. Conclusion
Expanded analytics for remarketing
Dive deeper into the mind and behaviors
Activities generate CTAs and Integrate
Increase sales
Reinforce elements of brand – fun,
meaningful lifestyle
Hinweis der Redaktion
Include Uwajimaya, and other smaller retail and foodservice partners