wheelhouse-agency.com
Meet Our Agency:
Emily Leonard Creative
Ryan Overhiser Creative
Emily Cain Media
John Lo'us Strategy
Sarah Yaskowski Production
Dana Schaufert Account Manager
Challenge
Challenge • Drive awareness • Establish a tone of voice • Convince men to make the switch • Increase HH penetration
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
Target MALE ADULTS 25+ WITH A BULLS-EYE OF 40
AVERAGE HH INCOME IS $85,000
MARRIED OR IN AN ESTABLISHED RELATIONSHIP LIKELY TO HAVE CHILDREN
LIVES IN A SMALL SUBURBAN TOWN, MIDDLE CLASS METROPOLITAN
Research Methodologies Secondary
Primary • Surveys • One-on-one Interviews
Findings
Over half of married men grocery shop more often than their spouses.
Source: Defy Media, “Acumen Report Brand New Man� (2013)
Shopping Habits Researc h
Men typically have a product in mind when they head to the store.
MissionOriented
70% of men are actively searching for product info and customer reviews/ratings online.
Deal Seeker
Source: CMI ViewPoint, “Men: Marketing and Consumer Trends� (May 2013)
77% of male smartphone users check and compare prices when shopping for packaged goods. (64% check for sales/ coupons).
Chaotic life Family First Comfortable, but complacent Takes the easy way out Given up control
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
Suave Men should EMPOWER him to put pride back in his routine.
Rich Media Banner
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
Media Plan
Media Strategy Multi-channel approach that provides multiple touch points throughout the day to drive top of mind awareness. Schedule placements within content to reach the target in the most receptive mindset and maximize message impact. Incorporate promotional tactics to stimulate purchase intent.
Geography
Recommended Media Mix
Radio Terrestrial
• Utilize in test markets • Target by daypart and station format
Pandora
Source: MRI 2013 DoubleBase
• National reach • Demographic targeting • Cross-platform integration
Pandora
Digital Display • Ad networks & portals • Cross-platform integration • Audience and content targeting
Digital Display
Online Video Ad networks & direct to site Cross-platform in-stream placements
In-Store
Mobile Coupon Mobile geofencing
Mobile Coupon Mobile geofencing Pair with video and banner ads
Timing Media
June
July
August
September
October
November
December
RADIO: TERRESTRIAL
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AD NETWORKS
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YOUTUBE
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HULU
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BROADCAST PLAYERS
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STREAMING (PANDORA) VIDEO:
DIGITAL DISPLAY PAID SEARCH IN-STORE
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Impression Delivery Tactic
Impressions
Radio
69.5M
Video
60.8M
Digital Display
183.3M
In-Store
34.2M
Total
347.9M
73% Reach / 7.9 Frequency
Digital Strategy
SuaveMen.com
SUAVE.COM*GLOBAL*NAV*
0.0% HOME%
1.0) PRODUCTS)
1.0$ MEN$HAIR$ CARE$
PROMOTIONS)
2.0& 1.1$ RATE$AND$ REVIEW$
1.0$ MEN$HAIR$ STYLING$
1.0$ MEN$BODY$ WASH$
2.0)
1.1$ RATE$AND$ REVIEW$
1.1$ RATE$AND$ REVIEW$
3.0% WHERE%TO% BUY%
DRUGSTORE)
COUPON& REDEMPTION& CVS)
2.0& TAKE&THE& WHEEL&
WALMART)
SOAP.COM)
WALGREENS)
TARGET)
SUAVE.COM*GLOBAL*NAV*
FACEBOOK( TWITTER(
0.0% HOME%
1.0) PRODUCTS)
PROMOTIONS)
3.0% WHERE%TO% BUY%
DRUGSTORE)
1.0$ MEN$HAIR$ CARE$
2.0& 1.1$ RATE$AND$ REVIEW$
1.0$ MEN$HAIR$ STYLING$
1.0$ MEN$BODY$ WASH$
2.0)
1.1$ RATE$AND$ REVIEW$
1.1$ RATE$AND$ REVIEW$
COUPON& REDEMPTION& CVS)
2.0& TAKE&THE& WHEEL&
WALMART)
SOAP.COM)
WALGREENS)
TARGET)
Active Listening
Active Listening
Social Media Strategic Takeaways
Engage with community Gather consumer research Part of conversion funnel
Event Marketing
Why Auto Shows? 40% more likely to attend an auto show Reach a high concentration of people in our target market In the mindset of doing something for himself
Source: MRI 2013 DoubleBase Study
Lounge Area
Entertainment
Free food and drink
VIP Bathroom
Free WiFi
Take Back the Wheel
Facebook Ticket Promo
Any plans for the weekend? Mowing the grass and watching Disney movies aren’t plans, by the way. Take Back the Pants with Suave Men at the Dallas Auto Show this weekend. Tell us why you deserve a BRAKE for a chance to win 2 tickets on us. #TakeBackThePants
Did you Take the Wheel at the Dallas Auto Show with Suave Men? Well done, sir. Now post your pictures with #TakeBackThePants for a chance to win a Suave Men swag bag.
Take Back the Wheel
Facebook Ticket Promo Swag Bag Giveaway
Swag Bag Giveaway
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
Budget
Digital Display 17%
Adserving 1% Radio 30%
$3.1M Online Video 31% In-store 5% Event 16%
Agency cost for design & production is estimated $750K - $1M
ECOSYSTEM KEY SAMPLING COUPON PROMOTION GEO-FENCING GEO-TARGETED
EVENT ONLINE
IN-STORE RADIO
MOBILE FLASH
FLOOR CLINGS
DISPLAY SEARCH
RICH MEDIA
STREAMING
WEBSITE
ONLINE VIDEO
SUAVEMEN.COM
PANDORA
COLUMBUS ATLANTA
CHARLOTTE
ORLANDO
BROADCAST
IN-STREAM
SHELF TALKER
TERRESTRIAL
INDIANAPOLIS
FACEBOOK HULU RALEIGH
YOUTUBE
AD NETWORKS
DALLAS CHICAGO
4
AUTO SHOW
Key Takeaways • Our guy needs to be able to relate to the message • Reach him while he’s doing something for himself • Digital is the best platform to engage him • Important for our guy to experience the product
Key Performance Indicators (KPIs) Impressions & CTR Video Completion Rates Site Analytics Coupon Redemption Social Interaction Brand Perception Study
SALES
Agenda Landscape Target Our Campaign Roll Out Recap Thinking Ahead
2015 & Beyond •Optimize Media Mix •Incorporate TV •Expand market selection •Refresh creative
Man Skills 2.0
Wife-fessions
Online Videos
Speak to the Woman
Continuing the Campaign
Thank You!