gatorade presentation
DESCRIPTION
Final presentation for MSU New Media Drivers License course!TRANSCRIPT
GatoradeIs it in you?
By: Jaimee MayfieldApril 19, 2010New Media Drivers License Course
•Founded in 1965 by four doctors •Tested on the University of Florida football team who then won their first orange bowl tournament •Used as a thirst quencher and electrolyte replacement during physical sport activities or exercises
Gatorade
PRODUCTS
G-Original G2-Low Calorie G-Powder G2-Powder G-Series Pro
AUDIENCE
Males and Females Athletes Physical/Active Individuals Age: 18 and up
Gatorade
CHALLENGES
Consumers negative perception toward company due to Tiger Woods behavior (Gatorade Tiger)
Low audience reach toward teens and active senior citizens
Lack of advertising toward the benefits of the products (ex: illness)
GOALS
To rebrand product image (Gatorade Tiger)
Use social media to communicate with consumers to gain a positive perception toward company
Reach out to teens and active senior citizens
Create advertisements that explain benefits of product
“Monitoring On-line Traffic to Increase Brand Awareness”
ON-LINE STRENGTHS
Interactive Web Site Celebrity’s Testimonials
Facebook fan page YouTube Channel Twitter Account Google for Advertisers
Ads targeted toward professional athletes
Products and Prices
ON-LINE WEAKNESS
Lack of: Social Media Policy Company Blog
Google for Advertisers Lack of ads targeted toward teens
and active senior citizens
Purpose of theme: To learn and utilize on-line tools to better monitor brand, increase web and conversation traffic and build on-line relationships with current and expanded audiences.
Blog Name: Gatorade’s Thirst
Benefits: Having a blog allows the company to build an authentic relationship with potential and active consumers
A blog gives consumers a community to share their thoughts and opinions about Gatorade’s products while communicating with other fans around the world
Currently: Fans have created blogs about the company which leaves room for false information to be spread or misunderstood Example: Darren Rovell’s Gatorade Blog
Gatorade’s Thirst is an open opportunity to shape consumers perception of the company, tap into their opinions, and increase clientele
Social Media Policy
Benefits: A social media policy provides structural guidelines for Gatorade’s internal employees when communicating about or for the company on-line Distinguishes a clear line between personal and professional
on-line usage Help control the context of information released from the
company Examples of company’s social media policies
ESPN Intel US Navy-Web 2.0-Utilizing New Web Tools
Google for Advertisers
Google for Advertisers provides free on-line tools that helps one to enhance their business and manage their on-line marketing strategy
Gatorade needs to create ads that are targeted toward teens and active senior citizens Create ads that share benefits of Gatorade sports drinks
Tools to use: Insight, Creative, Media and Optimization Google AdWords tools
Sample Ad: Real GatoradeFrom
Teens to Active Seniors Is It In
You?
www.gatorade.com
Monitor Social Media From Your Finger Tips!
Social Mention Google Alerts Twendz
Evaluation of Success
Track visits toward social media sites
Monitor the content of Gatorade’s mention on-line (weekly)
Track Google AdWords CTR toward ads
Monitor search engine rankings
Gatorade’s Social Media Budget
Budget
Google AdWordsYouTubeFacebookTwitterBlogMonitor