5 hour ENERGY final presentation
- 1. Dustin Cox New Digital Marketing Campaign for...
- 2. Business Overview Based in Farmington Hills, MI Introduced and manufactured by Living Essentials, LLC in 2004 Leading product in “energy shot” category in the United States today Accounts for about 80% of the expanding energy shot market
- 3. Goals and Challenges Goals -> Increasing sales by developing a clearer and more interactive internet marketing strategy -> Increase market share, spending heavily on advertising and increasing awareness of website and blog Challenges -> Widely and Increasingly expanding marketplace -> Competing and staying relevant with surge of new energy shots being manufactured and distributed by well-known names
- 4. Theme of New Digital Marketing Campaign Successfully using the “vlogging” approach on our social media websites and blog by following in the “day in the life of the workaholic.” Using this idea, hire a 5-hour ENERGY spokesperson to post videos to the blog on how the 5-hour ENERGY allows them to power through the workday, including work-outs, family matters, etc. Build a character around this person Relating these activities back to the 5-hour ENERGY website, through Youtube videos, social media websites, and obviously through the company blog Get the point across to consumers that 5-hour ENERGY is real, and it works. No gimmicks or flash, it just does its job
- 5. Creating and Making the New Campaign Successful Social Media -> Overall, 5-hour ENERGY has done a decent job of integrating its Facebook and its blog to its event sponsorships and giveaway contests -> However, once we establish the online presence of the character in “a day in the life of a workaholic,” expand on things like status updates and tweets during work days or athletic events -> Create the characters' own Facebook, Twitter, and Google+ accounts so people can get frequently updated with the 5-hour ENERGY brand associated with it
- 6. The New Blog “ Vlogging” -> Online users are becoming bored with long, text-filled blogs with no interaction between blogger and user -> Solution: Setting up a Youtube channel the “character” and our online media team will have control over, create and post videos to all forms of social media that will include product information and benefits -> Vlogging will be updated regularly, especially during events that 5-hour ENERGY sponsors, such as sporting events or NASCAR races
- 7. E-Commerce -> Through blogging videos, use coupon codes and hold contests for giveaways that will direct users back to the website to sign up. The “call to action” -> Also connect these contests to our Facebook, Twitter, and Google+ accounts to reach the greatest amounts of online traffic as possible -> Giveaways will include free samples of 5-hour ENERGY, apparel, free-entry fees to upcoming sponsored events, etc.
- 8. Google Adwords Revamp -> Create an Adwords campaign that uses more narrow targeted search keywords and phrases that will give optimal spots on Google organic searches -> Examples include “5-hour ENERGY drink reviews, 5-hour ENERGY coupons, effective energy drinks, alternative energy drinks, and zero calorie energy drinks” -> Using the data we receive, we can evaluate the effectiveness of the keywords and phrases by clicks, impressions, first-page bids and CTR to make sure we are reaching the targeted audience -> Also using Google Analytics to help determine ROI, which will determine the amount of business profit directly related to our ad directing users to the 5-hour ENERGY website
- 9. Tracking the Success -> With a company like 5-hour ENERGY, its harder to track success by sales figures because its such an impulse buy, most often stocked directly by the cash register -> However, using Google Adwords and Google Analytics we can easily monitor the traffic that is searching and clicking for the 5-hour ENERGY website, blog, and contests that we have set up through our social media campaign -> With our more relevant updating on Facebook and Twitter, we can see the success by the number of fans and followers we collect, as well as monitor their comments on these respective sites and interact with the users
- 10. $ Allocation: Proposed Budget -> Hiring of the character to play our “a day in the life of a workaholic” estimated at $35,000 for 12 months work -> Google Adwords campaign (estimated using traffic estimator) using max CPC of $1.00 for following example keyword: 5-hour energy drink reviews : Estimated Avg. CPC is $.66 with estimated ad position of 1.47, and estimated daily clicks of 3.25, with estimated daily cost of $1.48 -> If this keyword is used daily for a 12 month cycle, the cost to the company would be $540.20 -> With proposed 4 other keyword optimizations all hovering around Estimated daily cost of $1.29, estimated budget of $2,400 for 12 month cycle on Adwords