all about surfing all about the beach marketing plan 2010
DESCRIPTION
All About Surfing All About the Beach Marketing Plan 2010. clean line marketing. Management Andrew Gaer Jason Eckenrode (assistant) Creative John Smith Anne Kim Data Management Raymond Button Web Development and Technology Byron McDougle. clean line marketing. Where Are We?. - PowerPoint PPT PresentationTRANSCRIPT
All About Surfing All About the BeachMarketing Plan 2010
clean line marketing
Management Andrew Gaer Jason Eckenrode (assistant)
Creative John Smith Anne Kim
Data Management Raymond Button
Web Development and Technology Byron McDougle
clean line marketing
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
clean line marketing
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
clean line marketing
Strategy
Brand Awarenes
sIn-Store
Gromarazzi
Contests
Events
Brand Dominan
ceSales
Increasing Sales
clean line marketing
Target Market
Target Market
Active Surf CultureLegacy CustomersSurf Style Identifyers
clean line marketing
Strategies Outside
clean line marketing
Gromarazzi
Flyers
clean line marketing
Strategies In-Store
clean line marketing
CRM – Process Overview
Customer Data
BaseIn-Store
Gromarazzi
Contests
Events
Comm
unications
Social Media
Store
$
Text Messag
e
Hang Tag
clean line marketing
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
clean line marketing
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
clean line marketing
TimelineQ1 Q2 Q3 Q4
Gromarazzi Team
Gromarazzi
Gromarazzi
Program
Event Selection
Choose and Sign Top AthleteMaterials
Design and Production
Event Season Surf
In Store CampaignCharity Event Charity Event Charity Event
SnowEvent Season Snow
clean line marketing