making water fashionable via instagram
TRANSCRIPT
![Page 1: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/1.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Making Water Fashionable with
InstagramA Topo Chico Case Study
![Page 2: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/2.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
What Is Topo Chico?
★ sparkling mineral water sourced and bottled in Monterrey, Mexico since 1895.
★ 1980s expansion in the rest of the Mexican market.
★ 1987 Entered U.S. Focusing on Mexican-Americans.
★ 2013 Turned Focus on Anglo Market in United States.
![Page 3: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/3.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
How We developed a plan with our Goals in mind and
a clear Direction.
Establishing Realistic Initial Goals
![Page 4: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/4.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
★ Develop a Lifestyle brand.
★ Focus on one social network at a time.
★ Focus On One Industry at a Time.
★ Playing The Long-Game.
★ NO conspicuous marketing.
★ Create demand through scarcity.
Establishing Realistic Initial Goals
![Page 5: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/5.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
★ FAN FOCUS
★ Build a rabid, Highly-engaged network.
★ Focus on one social network at a time.
★ Size does not equal success - engagement does!
★ Shun marketing “authentic” and embrace the sweat and time required to REALLY be authentic.
★ Encourage fans to create content and reward them for it.
★ Collect email addresses.
Establishing Realistic Initial Goals
![Page 6: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/6.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Establishing Realistic Initial Goals
★ MUSIC INDUSTRY FOCUS
★ Develop relationships with up and coming artists.
★ Collect email addresses from highly-connected industry insiders.
★ Be a brand that artists find value in being associated with - both personally and professionally.
★ Brand Ambassador program.
![Page 7: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/7.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
★ My Personal Beef with Facebook: The Organic Algorithm
★ Facebook “OWNS” Social Media (Yesterday)
★ We’re playing the Long Game - What do we see as relevant in 2-3 years?
★ Do we start with Facebook or something else?
Instagram is the new Facebook
![Page 12: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/12.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Photos and video are hot on any platform
![Page 13: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/13.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Photos and video are hot on any platform
![Page 14: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/14.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Photos and video are hot on any platform
![Page 15: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/15.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Photos and video are hot on any platform
![Page 16: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/16.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Consistency is more important than frequency
![Page 17: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/17.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Viral marketing is alive and Well on Instagram
![Page 18: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/18.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Viral marketing is alive and Well on Instagram
![Page 25: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/25.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Include your fans and their content everywhere you can
![Page 26: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/26.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Online marketing is most effective when you spend time offline and in the field
![Page 27: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/27.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Online marketing is most effective when you spend time offline and in the field
![Page 28: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/28.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Staying just out of reach of the consumer creates high demand
![Page 29: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/29.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
You CAN measure engagement on Instagram
![Page 30: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/30.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
You CAN measure engagement on Instagram
![Page 31: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/31.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
You CAN measure engagement on Instagram
![Page 32: Making Water Fashionable via Instagram](https://reader031.vdocuments.net/reader031/viewer/2022030311/58efcd5c1a28ab1e308b45f1/html5/thumbnails/32.jpg)
@giovanni | 469.682.6978 | www.gallucci.net | [email protected]
Thank Yougiovanni gallucci 469.682.6978
instagram.com/giovanni.gallucci twitter.com/giovanni
[email protected] http://gallucci.net