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NYU Interactive Marketing ppt presentation to angel investors....in developement
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The “Hug E Gram”The “Hug E Gram”
Send a Hug that lasts
The Product
• An original way to send a message of love to friends & family living away.
• A unique way to give a hug to someone when you cannot be there.
The Product
The Hug-E-Gram consists of two soft plush cotton arms with cartoon hands that are held together. They are stuffed with a polyester fiber to create a soft and cuddly hug giving a heart warming feeling.
You can add your own voice message to personalize the Hug-E-Gram.
Price• 29.95 $• Available in 2 colors• Voice message personalization for additional 9.95 $• Additional option to send with hand carved wood
flowers for 9.95$• Shipping USPS Priority anywhere in the US : 10.95$
(delivered in 2 to 3 business days)
Distribution
• Sold through a dedicated web site :
www.hugegram.com
• Sold through sponsorship with charitable causes : 20% of selling price given to charity that recommends the product.
Targeted Consumer
• Men, Women & Children living away from a loved one• Individuals wanting to send a unique
message for a special occasion :– Get well – Birthday – Appreciation– Sympathy etc….
Competitors on the web
• Hallmark and other e cards / virtual goods web sites
• www.1800Flower.com, www.ftd.com and other web sites selling flowers
• Non profit organizations : www.operationgiveahug.com – sending dolls to children of military service men/women
Other Indirect Competitors
• Stores selling Soft Toys & Plush Animals• Stationary Stores • Florists• Unique Gift sites• Affiliates - RedEnvelope.com
SWOT
Marketing Campaign
• Objectives
1.Build product awareness and make “ Hug e Gram” a top of mind product for special occasions (ex: miss you, birthdays, get well…)
2.Increase web site traffic and generate sales
Marketing Campaign
Web Advertising
• 2 Channels :
– For profit web sites : 40 000$
– Non profit organizations – 20% of proceed of the sale given to the association – hosting of ad to be negotiated FOC.
Web Advertising For Profit web sites : 40 000 $
Creative• Banner with claim “Send a hug that lasts”
leading to :• Rich Media Ad with product demo • 15 “ format – user initiated on click
• Development budget : 10 000 $
Web Advertising For Profit web sites : 40 000 $
Placement • Ad Network : Advertising.com
• Channels : Kids & Family, News,Culture & Society
• Targeted web sites :– Indirect competitors web sites : flowers, toys– Women online magazines ex : The Oprah Mag.com– General information web site ex : EHow.com, wikihow.com,
associated content.com (“how to show you care” - “show grandparents you care”)
Web Advertising Charities and NGO
• 20 Chosen charities and NGO whose members/audience are likely to have interest in the Hug E Gram :– www.armywifeforum.org– Support groups :• www. Cancer.org • www.dailystrenght.org• www.helpothers.org etc…
Social Media
• Facebook - http://www.facebook.com/pages/Port-Washington/Hug-E-Gram/137188134668
• Twitter - @HugEGram
• LinkedIn - http://www.linkedin.com/pub/fred-zausner/14/390/800
E Mail
Mobile
Search : 10 000 $
Not a product spontaneously looked for
BUT
Some opportunity in bidding on terms of “competitive” products and highly targeted
phrases to build awareness
Search : 10 000 $• Bid on “niche” phrases such as :– send something else/other than flowers– Original gifts / original gifts idea etc…– send something special / unique etc….– Send someone a hug– How to show you care / gifts show you care
• Bid on “competitors” terms such as :– e cards, cards, birthday cards, get well cards, miss you cards– flowers, send flowers– hallmark
Expected ROI