jeff law - easton - final presentation

Who It Is

Easton-Bell Sports• Bell Sports• Blackburn• Easton• Giro• Riddell

Other Divisions• Archery• Baseball/Softball• Ice Hockey• Cycling

Founded 1922

Founded by Doug Easton

Van Nuys, CA

Target Audience

Ages 13 to 55• Includes young hockey players,

parents, seasoned vets

Disposable Income – Hockey costs $$$

Primarily North America• NHL• Junior Leagues• Canada and United States

Why Digital?

Consumers media time online and digital spending up in 2013

Social media use up

Products bought online more than ever

Measureable Success

Google AdWords• 6 Month Campaign• Just under $85,000• $446 a day• Measureable Pay-Per-Clicks

Facebook Page Worth Liking

Connects with consumers

Allows for exclusive deals

Word of mouth advertisement

Twitter Presence

Quick and concise messages to masses

Another medium for consumers to connect

Easy for consumer to spread word of your messages

Promoted Tweets

Directly at hockey fans and players

Hockey Tournament

Team up with Labatt Blue• Annual Pond Hockey Tournament• Co-Sponsored by USA Hockey• 1,200 Players• Prizes, Giveaways, Equipment

Competitors/Industry Rival already do it• Bauer• Not outdoor

What It Adds To Easton

Strong online presence to add to strong TV campaign

Compete with Bauer to take back market shares

Successful campaign for a successful company

Can apply to other divisions

What It Will Cost

6 Month Campaign• Google AdWords:

$446 a day $84,064 total

• Promoted Tweets $80,000 Per Tweet 4 Tweets for $320,000

• Agency Costs $10,000 per month to run social

media $60,000 total

• Total Costs $462,064 Cheaper than most campaigns Great Google AdWords position in

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