Branding project for MKT 435 at Miami University. Teams were tasked with branding a new polyurethane glue product, Spyder Glue, and presenting our work to the creator. Our team was selected as the top presentation from the class.

1. Marketing 435 – Branding and IMC Spring 2011 YibinRen, Lindsay O’Hara, Gina Mueller, Lindsay Becker

3. Home owners

5. Strength

6. Appearance without sacrificing strength

8. Packaging

9. Analyzing Competitors Packaging

11. Social media is free to create and relatively inexpensive to advertise on

12. Website

13. Online Couponing Cost is approximately $0.10 + the total coupon savings Benefits: People may forget their coupon but buy the product anyway Used to gain loyal customers and switch brands Good way to penetrate the market 1% online redeemed

14. Potential Coupon Vendors Brand Coupon Network offers pay-per-redemption coupons – therefore you only pay when the customer uses your coupon Coupon redemption averages 15% more than industry average www.brandcouponnetwork.com

15. Viral Marketing Components Mobile Uploading – How do you use your Spyder Glue? Customers can submit pictures of the projects they work on with Spyder Glue Contest component – strongest hold, interesting projects, and impressive endeavors Mobile Phone application/games: Easy game that is fun to play, but still spreads knowledge of the glue components – stickiness and spiders Hire a group of students that can make the game Classes at Miami or UC

16. Option One: Begin with three repairs and cracks can be fixed by these bottles Goal – Catch all Gorillas before they get to the vase by touching them Gorillas – head toward the vase and will cause cracks when they reach it

17. Spider Fixes the Cracks in the Vase Fix cracks before life meter runs out

19. Touch the Gorillas to stop them from smashing the vase

21. Option Two: Move the pieces around to put the image back together

22. Viral Marketing Cont. Youtube Videos and Ad Banners featuring Sticky Situations Photoshop two things that shouldn’t be stuck together Examples to follow Average Guy stuck to things he doesn’t want to be Mother in Law Boss Bridge/Sign/Building

23. Sticky Situation

24. Sticky Situation

25. Online Advertising Plan Google AdWords Facebook/Social Media Advertising Bloggers

26. Google AdWords Small business focused resource on Google AdWord’s website http://www.google.com/adwords/smallbusinesscenter/

27. Google AdWords Costs Daily Budget – set amount declared each day Bids – Cost-per-click (CPC) determines the amount willing to spend each time the ad is clicked Higher bid means a better position on the page Ad Quality – Higher quality scores cost less

28. AdWords CPC/MLS Analysis ** This is an estimate of the costs

29. Facebook/Social Media Similar to Google AdWords

30. Blogger Sponsorship Send bloggers free Spyder Glue products and encourage them to review it on their website. Target Home Improvement and DIY bloggers who are recognized and well known. Examples: www.hometalk .com http://charlesandhudson.com/ http://www.younghouselove.com/

31. Pricing Strategy Regular Spyder Glue: $4.49 Eco-Friendly Glue: $ 4.89 Gorilla Glue Pricing – Sector Analysis

32. Why this Pricing Strategy? Penetration pricing strategy Lower price point encourages trial Pricing too low may contribute to inferior image Points of differentiation prove quality of Spyder Glue Limited marketing budget supports pricing strategy

33. Point of Purchase End-cap displays Branding on shelf New signs Checkout counter displays

35. In-Store Promotions Pay for additional retail space in stores End-caps and store fliers are the most noticed forms of marketing in stores

36. Brand Image