By:Francesca

Horton

Company Information● Company formed in 2008

and major production began in 2012

● SwingSmart products are all manufactured in the United States

● First swing analyzer on the market

● SwingSmart expansion into Europe starting in 2015

Our Goal ● By the end of 2017, increase market share

by 25%● Increase brand recognition through the use

of social media mediums (Facebook, Twitter, Instagram, Pinterest) o Double social media followers by the end of 2017

Procedure and Approach

❖ Luedicke’s Brand Rotor Model❖ Holistic approach❖ Drivers and Disruptions at every angle

➢ Easy to identify strengths and weaknesses

What does SwingSmart do and why?

❖ WHAT: SwingSmart provides accurate, timely and relevant information that can be used to improve a golfer’s swing➢ “Swing it, See it, Fix it”

❖ WHY: Creating an ecosystem for golfers worldwide

Current TouchpointsDrivers:-New Market and Technology-Easily usable -Good endorsers-Great appearance-Online Presence

Disruptions:-High Price-Minimal Products-Weak store presence-Minimal advertising-Limited to younger generations

Touchpoint Goals and Achievement Plan

-Increase products

-Decrease prices

-In-store sales

-Utilize all advertising mediums

Current Brand Thoughts

Drivers-The next “big thing”- Utilizes smartphone technology-Positive industry reviews

Disruptions-Limited customer reviews-Technical difficulties-No lasting relationship with consumer

“I think it is a great little device and certainly the best golfing aid I have ever bought.” -Amazon user

Brand Thoughts Goals and Achievement Plan

What do we want our consumers and stakeholders to think about the brand?

Loyal spokespeople

Market leaders

Respectable and serious

Stronger social media presence

Possible rebranding

Respectable and serious

Current Brand Culture

Typical Buyer Man/Woman ages 30+; golf fanatic; disposable income

Drivers Understandable Mission (“Swing It, See It, Fix It”), compelling promise, attractive smartphone technology

Disruptions Difficult to connect with brand; Customers don’t currently have a strong relationship

❖ This stylish technology is designed for motivated and driven golfers

Brand Culture Goals and Achievement Plan

❖ Create new product lines under ONE company name-- “SportSmart”

swimsmart Swimming

strikesmart Baseball

swingsmart Golf

servesmart Tennis

❖ In order to better connect with the customers, it is vital to have our future products united under one brand name--these would be available on the company website in addition to in stores

EnvironmentMarket:+Product is built with Patent-Pending Technology that provides the most accurate data in the golf swing analyzer category -Other companies are also trying to take advantage of the innovative technology (Golf Sense, Swing Byte)

Cultural and Technological:+Brand provides a useful tool to help dedicated golfers improve their swing-Some golfers may prefer help from an instructor rather than utilizing the technology, particularly the older generation who may not be as tech savvy

Financial:+Company has the potential for market growth

Advertising Strategy● Heuristic Strategy: The power of rules of thumb● Peripheral Route / Heuristic processing● Celebrity Endorsement: Peter Kostis and Patrick

Reed● Credible in their field● Their celebrity status draws attention to

SwingSmart● “If expert says it is good, then it must be so”

Advertising Ideas● Pulsing strategy

o Year long social mediao Tri-monthly print adso Sponsorship with Patrick Reed

Social Media Strategy● #MySwing● Twitter chat with Peter Kostis and Patrick Reed● Facebook Ads● Pinterest

2016 Media Plan PUBLICATION DESCRIPTION

Patrick Reed Sponsorship Professional golfer who will help raise sales--young, upcoming golfer--help image of brand

Peter Kostis Program CBS Golf analyst as product’s Spokesperson

Facebook Ads Monthly Advertisements

Golf Digest 4 Articles throughout the year--March, June, July, and October

Billboard 1 Billboard in June

Mobile Marketing Campaign Visit local tournaments for 3 months; products are available to try!

Advertising Budget: $700,000 Total Spent: $669,500

Summary and Strategy Overview ● Increase market share by

25% through product differentiation, sponsorships

● Utilization of media plan to gain more SwingSmart loyal consumers

● Begin discussion with industry leaders regarding branding of SwingSmart into other sports

Brand Monitoring-Brand Monitoring is very essential for start up companies

Monitored Components:- Clarity- Commitment- Responsiveness- Understanding- Presence

Future Areas of Brand Monitoring

-Differentiation

-Protection

-Authenticity