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Presentation from Chicago AMA Marketing to Women Seminar January 27
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Marketing to Women: Then
Marketing to Women: Now
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WOMEN ARE ONLINE:» Shopping/purchasing products
» Reading news
» Connecting with others (social networks)
» Researching products for purchase
» Managing personal business
» Reading feature articles and interviews
» Playing games
» Looking at/reading content (blogs,
YouTube videos, etc.)
Sharpie evolution
1960s Sharpie intro’s rub-a-dub marker
1970s Sharpie labels food containers, spices,freezer bags
1980s Sharpie labels folders, binders, sticky notes, presentations
1990s Celebs sign autographs with Sharpie
2000 School posters, holiday decorations, shoe touch ups, car dings
2010 Express yourself with Sharpie!
Sharpie woman: Then
Values and Attitudes
Cooking, entertaining, going out for dinner,
reading, computer games
Being creative and imaginative is very
important
Curiosity and wanting to explore and learn about new things is important
Believes in fulfilling obligations to family
Doing things that are new and different
Having a lot of excitement in her life
Challenge of something she has never done before
Being in charge of a group
Following latest trends and fashions
Online
Sharpie joins the conversation
Integrated Campaign• TV & Print advertising• Search and banner ads• PR• In-store• Social Media
Meet the Sharpie Squad
Local media coverageCreate and share
Get us talked up on
their fans’ sites Link back to our site
Sharpie @ Fashion Week
• Sharpie & fashion a natural fit– DIY and personalization trends
are hot– So is saving money
• Mercedes-Benz Fashion Week– Largest U.S. gathering of
top designers– Over 100,000 attendees
• 35,000 Press
• Enlist top-name designer todrive interest, engage women – Betsey Johnson
Print AdEvent – Sharpie Bar
Charity Auction/PR
Email blast
INTEGRATED PLAN
Personalized
Sharpies
Social Media
Results:
• 32MM+ Media Impressions
• Sharpieuncapped.com traffic
– 50% increase in daily website traffic over first three days (before SEM increase)
• Facebook Friends
– 21% increase in Facebook fans
• 12% higher than average open rate on email blast
Sharpie @ Fashion Week
Daily views: Oct 10 - Nov 2009
Sharpie Blog
Fashion Week
SEM and online PR/WOM key awareness/traffic drivers. In first two months of site launch, traffic surpassed forecast and benchmarks by 20%.
“Sharpie community has been an incredible advocate in amplifying efforts and is having a direct impact on traffic to the site. Tweets, blog mentions and other buzz drove more than 25% of direct traffic over the first two months. One of our highest trafficked days was exclusively driven through online WOM before our SEM and other efforts kicked in.” DRAFTfcb analytics
Social Media Works
The Future• More integration between traditional and new media
– Drive offline to online for continued consumer engagement
• Deploy new sharing tools – KickApps– Podcasts– Skype/webcast how-to’s– Viral tools
• Activate more social media “promotions”
• Continue to shine light on amazing Sharpie creations and their creators
• Keep it real!– Stay human, real, connected
Marketing to WomenMarketing to Women
Thank you!
