jeff law - easton - final presentation
TRANSCRIPT
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
searches