?Broaden MBT product appeal without alienating core audience
Project:
PresidioClassic sneaker / Everyday walking
$94
Sandals, Clogs, Shoes, BootsSimple & comfortable
$120
All#productsWalking#shoes$135#8#$459
Addic;on#WalkerFitness#walking
$100
0 1000000 2000000 3000000 4000000 5000000 6000000
SumofCABLETVDOLS
SumofNETWORKTVDOLS
SumofSPOTTVDOLS
SumofNATLNEWSPDOLS
SumofNEWSPAPERSDOLS
SumofHISPANICNEWSPDOLS
SumofSUNDAYMAGSDOLS
SumofMAGAZINESDOLS
SumofLOCALMAGSDOLS
SumofHISPANICMAGSDOLS
SumofB‐TO‐BDOLS
SumofNATLSPOTRADIODOLS
SumofLOCALRADIODOLS
SumofOUTDOORDOLS
SumofUSINTERNETDOLS
Total Media Mix (Jan. 07 - Dec. 08)
Mephisto
MBT
Keen
Dansko
Brooks
Source: TNS/Stradegy
Competitors’ Media Spend
Source: TNS/Stradegy
Trainers
Athletic
Orthopedic
Comfort
type
of s
hoe
target
““
-Source: The Times Magazine
These shoes can work like a personal mini-gym.
““
-Source: The Times Magazine
These shoes can work like a personal mini-gym.
Ages 25-54$75,000+ HHI
“I play sports every chance I get.”
Average Age: 41HHI: $75,000Highly EducatedMarriedReally, really into exercise
The Fitness Fanatic
Fitness Fanaticscare about their body
• Their friends’ personal health guru
• Participate in a wide variety of sports
• Eat well
•Exercise ALL the time...
Fitness Fanaticscare about their body
• Their friends’ personal health guru
• Participate in a wide variety of sports
• Eat well
•Exercise ALL the time...
50% more likely
82% more likely
75%
160% more likely
They wish they couldwork out more
Why they would buy MBT?
They place more importance on time vs. money
It fits into their multi-tasking lifestyle
They say they are too busy to take care of themselves
Will pay anything when it comes to their health
MBT: a way for the Fitness Fanatic to
work out even when they aren’t.
Media Consumption?
Above Average Quintiles:
Outdoor, Magazine, & Internet
Increase awareness/education among athletes to 40%
Increase consideration among athletes by 15%
awaren
ess
considera+
on
Reach the audience when they're working out
awareness
Reach them when they are looking for training methods
Reach the audience when they're gearing up for training
considera+on
considera+on
Frequency = 6Reach = 72%
GRPs = 432
MiamiLA
San FranciscoDC
MinneapolisSeattle
Runner’s World Men’s Health
MagazinesSelf Women’s HealthShape
Hulu Runner’s World Men’s Health
Women’s Health Weather ChannelSelf
& AdWords
Mobile
Outdoor
““
...it’s hard not to notice an adyou have to sit on.
-Source: TIME Magazine, July 2001
Boston Marathon
Impressions
Adjusted Impressions(according to target
composition of 11.94%)
Cost GRPs
Adjusted GRPs(according to target
composition of 11.94%)
Online/Search
Mobile
Outdoor
TOTAL
194,679,000 23,244,673 $4,132,800 763 91
532,129,638 63,536,279 $4,150,200 2,068 247
151,824,960 18,127,900 $500,000 596 71
603,354,900 72,040,575 $3,392,033 76 76 (already adjusted locally)
1,481,988,498 176,949,427 $12,175,033 3,503 485
GRPs: 485 > 432