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Strategic Recommendations for Mr. Bubble forward thinking. brand evolution. Tuesday, August 11, 2009

Mr. Bubble Pitch

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This is a mock business pitch that I created with my team during my internship at Mullen.

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Page 1: Mr. Bubble Pitch

Strategic Recommendations for Mr. Bubble

forward thinking. brand evolution.

Tuesday, August 11, 2009

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Introducing

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About Us

We are an emerging advertising agency focused on integrating digital and

social media into traditional advertising mix. Our goal is to translate the

energy of your brand into innovative and arresting ideas that inspire

consumers and make you more than just another product on the shelf.

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Meet The Team Your Representatives

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Objectives

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The Objective

To increase awareness and preference for the Mr. Bubble brand

through the use of social media and viral marketing.

Driving brand idea that evolves Mr.

Bubble from just another bath

product to a trusted, creative

solution for a new generation of

mothers.

Integrated social media campaign

that drives sales by creating an

online brand experience and

motivational cause for mothers.

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We are going to expand Mr. Bubble’s social media presence through moms

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Consumer Insights

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Why Moms?

• 82.5 million mothers in the US

• They are responsible for $2.1 trillion of US consumer spending

• 97% of moms with children 11 and under purchase Children’s Personal Care products

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Millennial Moms

• 9 million Millennial Moms in the US

• More relaxed attitude towards their kids

• Emphasize community

• More likely to populate social networking sites

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Introducing the Laid-Back Mom

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• Demographic

• Values

• Influencing Factors

• Lifestyle

• Personality

The Laid-Back Mom

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The Laid-Back Mom

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Meet Stephanie: The Laid-Back Mom

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Meet Stephanie The Laid-Back Mom

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Talking to the Laid-Back Mom

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The Laid-Back Moms’ Social Media Channels

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Moms and Social Media

• 35 million Moms with kids under 18 have regular internet access

• 60% converse about brands

• 39% search for information to make brand decisions

• Blogging

• 75% use blogs and forums

• 10,000 start a blog each day

• Social Networks

• 37% of all moms use Facebook

• 51% of moms 18-34 use Facebook

• 131% growth on Moms TwitterTuesday, August 11, 2009

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Moms, Kids and Mr. Bubble

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How Moms Think About Bubble Bath

• Makes hygiene fun

• Incentive for kids to bathe

• Reduces bath time struggle

• Stress-free time with the kids

• Creates a memorable moment

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Opportunity for Growth

• 13.4% of CPC Sales revenue goes to bath and soap products

85%

15%

Mr. Bubble’s Market ShareSales Revenue Earned by Competing Companies

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Why aren’t more moms using Mr. Bubble?

• Many brands converse directly with their audience via the Internet

• Moms cave to their children’s brand preferences to avoid conflict and stress

• Moms wonder if Mr. Bubble is safe for their child

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Overcoming Tensions

• Establish a brand presence where the conversations are happening

• Reassure moms that Mr. Bubble can capture their children’s interest

• Let moms know about the improved safety and health guarantees

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Positioning and Branding

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The Big Idea

Mr. Bubble is going to show mom that it’s OK to let her kids be creative and get dirty because she can rely on Mr. Bubble to continue the play-time fun during bath time--which means less stress for her.

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Why is Creativity Important?

• Allowing children to express themselves at a young age is an important part of their creative growth

• Childhood free-play is a widely recognized as an essential activity for brain development

Sources: Parenting.com; Mintel American Parenting Styles October 2005

Tuesday, August 11, 2009

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Creativity and Moms

Creativity is a Cause that Moms Can Connect With

Millennial moms value creativity and

self expression

Moms want to position their children

for excellence

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Be Creative. Get Dirty. Mr. Bubble is here.

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Creative

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Promotional Events

Interacting with Mr. Bubble

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Poppin’ for Creativity

• National Events

• Local Events

• A national school and/or local competition encouraging kids to get dirty in the most creative way.

• Participants are encouraged to collect donations on behalf of their art program.

• Regional winners will receive $10,000 toward their program.

• Mr. Bubble, 100 smocks and 100 branded buckets will be sent to registered events

• Entry Requirements

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Poppin’ for Creativity Logo

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“Inspire Creativity” Contest

• Moms nominate teachers who encourage creativity in the classroom

• Teachers of the Year

• 1st place wins $5,000

• 2nd place wins $2,500

• 3rd place wins $1,000

• Requirements

• Answer the following question: “Why does your teacher deserve to be this year’s ‘Inspire Creativity’ award recipient”

Tuesday, August 11, 2009

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Digital

Building the Mr. Bubble Web Presence

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The Website

• Creative Mission

• About Mr. Bubble Products

• Poppin’ for Creativity

• Advocate for Creativity Award

• Raising for Creativity Counter

• Links

• Social media

• Store locations

• Download coupons

• Purchase merchandise

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Banner Advertisements

• Banner advertisements will promote local and main events on highly targeted mom blogs

• Media schedule will be flighting from February through October

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Banner Advertisement for Mom-Blogs

1 2 3

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Sales Promotion

Rewarding the Mr. Bubble Consumer

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Coupons

• Purpose: Incentive to interact with Mr. Bubble through social media and drive in-store sales

• Will be pushed through MrBubble.com, Facebook and Twitter.

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Coupon Rewarding Purchases

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Social Media

Joining the Conversation

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Twitter

• Purpose: Inspire real-time conversation around creativity and Mr. Bubble

• Twitter Bio: Talk to us about bath time fun and creative activities for your kids. Go to our site for exclusive information on how to get your kids dirty!

• Event Bio: How creative is your community? Go to our site to enter your school/town to participate in our Poppin’ 4 creativity contest! Update us @ #Poppin4creativitycity

• Hashtags: #Poppin4creativitycity, #MrBubble

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Facebook

• Purpose: Sharing experiences with the Mr. Bubble brand

• Utilized for:

• Posing questions about creativity in the classroom/home

• Participants can upload pictures to existing albums from Poppin’ For Creativity event

• Posting polls for favorite creative activity ideas

• Posting sample creative activity ideas

• Announcing Winners from contests/ teacher award

• Posting coupons weekly

Tuesday, August 11, 2009

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YouTube

• Purpose: Share experiences with the Mr. Bubble brand

• Participants are required to upload a video to YouTube channel from the event answering the question “Why is my event the most creative?”

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Viral Video

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Budget

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Budget Allocation: $200,000

$39,820.00

$55,000.00

$5,700.00

$98,750.00

Total Spend: $199,620

Agency FeeMain Event50 Local EventsContinuous Costs

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Timeline

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45676896:!

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+,=,

Timeline

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Evaluation

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Metrics for Success: Website

• Website (Google Analytics)

• Number of page views

• Number of unique visitors

• Time spent on website

• Data on frequency of user visits, top pages, visitor loyalty

• Posts and comments monitored manually

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Metrics for Success: Social Media

• Social Networks

• Number of fans (Facebook fan page)

• Number of followers (Twitter)

• Number of posts including #poppin4creativitycity

• Mom Blogs

• Search results for Mr. Bubble on Mom Blogs via Google Blog Search, Technorati Blogpulse and BackType to understand product reputation among the target

• Cost per Thousand on Mom Blogs = $1.71

• Cost per Impression on Mom Blogs = .00171

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The Additional Spend: Allocating $500,000

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What More Are You Getting?

• Upgraded Flash website (additional Web Developer time commitment)

• Six additional main events to promote Mr. Bubble

• Fifty (50) additional local events to promote Mr. Bubble and the cause

• Banner placements on 20 additional targeted mom blogs

• iPhone application

• SEM/SEO Optimization

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iPhone Application

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Budget Allocation: $500,000

$50,000.00

$42,000.00

$100,000.00

$55,000.00$48,000.00

$199,300.00

Total Spend: $414,300

Agency FeeMain EventsLocal EventsSEM/SEOMom Blog BannersiPhone app

Tuesday, August 11, 2009

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Conclusion and Questions

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Appendix Slide9:

UnitedStates.USCensusBureau.FactsforFeatures:Mother’sDay:May8,2005.2005.Web.<h7p://www.census.gov/Press‐Release/www/releases/archives/facts_for_features_special_ediFons/004109.html>.

Morrissey.Brian."WhyBrandsLoveMommyBloggers,"Adweek30March2009.NielsenBusinessMedia,Inc..Web.11Aug2009.<h7p://www.adweek.com/aw/content_display/news/digital/e3icda4693bce31a5adaaa7b9d254568682>.

"Children'sPersonalCare‐US."June2007:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=226571>.

Slide10:

Ebenkamp.Becky."ThePost‐SoccerMom,"Brandweek23Jun2008.NielsenBusinessMedia.Web.11Aug2009.<h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>.

Slide18:

Temkin,BruceD.,andRossPopoff‐Walker."TheGenYDesignGuide."3Dec2007:ForresterResearch.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html>

"LotameLearnings."[Weblog]LotameI.D.Reports:YourMommausesSocialMedia]02Nov2008.Lotame.Web.11Aug2009.<h7p://www.lotame.com/blog/your‐momma‐uses‐social‐media/>.

Ebenkamp.Becky."ThePost‐SoccerMom,"Brandweek23Jun2008.NielsenBusinessMedia.Web.11Aug2009.<h7p://www.brandweek.com/bw/content_display/current‐issue/e3i1bbfaf7a505146051dd14dd93925df26>.

Morrissey.Brian."WhyBrandsLoveMommyBloggers,"Adweek30March2009.NielsenBusinessMedia,Inc..Web.11Aug2009.<h7p://www.adweek.com/aw/content_display/news/digital/e3icda4693bce31a5adaaa7b9d254568682>.

"MarkeFngtoMoms‐US."Feb2009:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=395061>.

Tuesday, August 11, 2009

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Appendix--Continued

Slide21:

"Children'sPersonalCare‐US."June2007:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=226571>.

Slide22:

"Study:ThemostacFvebrandsinsocialmediaincreasedrevenues18%overthepast12months."[WeblogBusinessBloggingBlog]23July2009.GasPedal.Web.11Aug2009.<h7p://www.socialmedia.org/blog/study‐the‐most‐acFve‐brands‐in‐social‐media‐increased‐revenues‐18‐over‐the‐past‐12‐months/>.

Slide26:• ParenFng.com‐Can’tseemtofindthisforsomereason

Morrissey.Brian."WhyBrandsLoveMommyBloggers,"Adweek30March2009.NielsenBusinessMedia,Inc..Web.11Aug2009.<h7p://www.adweek.com/aw/content_display/news/digital/e3icda4693bce31a5adaaa7b9d254568682>.

Slide27:

Temkin,BruceD.,andRossPopoff‐Walker."TheGenYDesignGuide."3Dec2007:ForresterResearch.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://www.forrester.com.turing.library.northwestern.edu/Research/Document/0,7211,43977,00.html>

"AmericanParenFngStyles‐US."Oct2005:MintelReports.MetaLib.NorthwesternUniversityLibrary.Web.11Aug2009.<h7p://academic.mintel.com.turing.library.northwestern.edu/sinatra/oxygen_academic/search_results/show&/display/id=160983>.

Tuesday, August 11, 2009