Old Spice New Media Marketing Proposal

The NEW SpiceNew Media Marketing Proposal

Smell as Fresh as You Look

Strengths:

Image – Spokesperson

Innovative

Brand Loyalty

Buyer Personas

Weaknesses:

Product Placement

Low-Switching Costs

Cluttered Landing Site

Known as an “OLD SPICE”

Opportunities:

Social Media Efforts

Premium Content

Engaging Ads/Media

Local Media/Deals

Threats:

Whole Sale Stores

Competition – Men’s Hygiene Products

Product Category

Competitors SEO/SEM

New Spokesperson, New Brand Positioning

New Campaign & New Media Strategy = New Numbers

“Humor has brought this product and company success”

-- Procter & Gamble

Consumer Engaging: Through Every Aspect of the Sales Funnel

The Numbers Don’t Lie:

Expand on Social Media Success

New Generation; New Target [technologically experienced] Audience

Budget Redesign of Landing Page - $500,000

Google AdWords - $500,000

Social Media - $3,000,000

Premium Ads/Content - $2,000,000

12-month campaign; heaviest flighting during holiday season

Measuring Success