Stride Gum Digital Marketing Strategy

The Ridiculously Long Lasting Gum

Digital Marketing StrategyCreated By: Emily Stolz

• Stride Gum was created February 19th, 2005 by Donald Woodworth III

• Starting with just two flavors, they now have over 13 delicious options

• Current Target Market: Ages 25-45

•Competition: Extra Gum, Trident, Eclipse, Dentyne, Wrigley’s, Orbit

•Goals: Expand their target audience, increase their customers, increase interaction with current or future customers via. social media, and beat their competition in sales and customer loyalty

• In order for Stride to strive to the very top, they need to increase their target market to a younger demographic between the ages of 8-20

• Currently, all of their commercials and ads are aimed at an older audience, often involving scenes of people in the workplace and almost always have actors between the ages of 25-45

• Expanding their product to appeal to a younger demographic will help increase sales, popularity, and customer loyalty at a young age

Improve Social Media PresenceThis young demographic was born into a technological society and they are highly

involved with social media. It is very important for Stride to take full advantage of utilizing their different social media profiles

to target this demographic.

• Stride needs to more frequently update their Facebook and Twitter pages with new posts, videos, pictures ect.

• Use funny, engaging material to increase interaction with the younger target audience– Create polls to figure out their favorite flavors– Do contests via. social media

• Post a picture of you chewing Stride in an interesting place• Who can fit the most pieces of Stride in their mouth • Reward them for their feedback by sending out free samples of

different flavors• Get in the running to win free packs of gum or lifetime supply

• Stride has been very successful in the past with campaigns reaching an older audience demographic:– Records of doing ridiculously long lasting things in the workplace– Spit out your gum or we will find you

• Stride needs to create a campaign targeting a younger demographic between the ages of 8-20:– Make commercials and ads involving younger kids in their

environment such as a school or sports– Make funny appealing ads for a younger crowd with young actors

ADVERTISING&

• Stride needs to create a fun mobile app that appeals to their younger demographic:– They need to create a fun game that

involves finding ways to make people spit out their ridiculously long lasting Stride Gum. Each level could be a different flavor of gum that they try and get the person to spit out as well as funny #StrideFacts between levels.

– People that beat the app can be listed on our Facebook and Twitter site and be sent a free pack of any Stride gum of their choice

MOBILE STRATEGY

If you rub 2 sticks of Stride together really fast a genie will appear. #StrideFacts

LEVEL 4

• Stride can use internet marketing to reach their young target audience by implementing a Google AdWords campaign.

• Stride can utilize specific keywords to generate more traffic to their website, Facebook, Twitter, YouTube and Flickr profiles.– Keyword examples:• Stride Gum• Chewing Gum• Long Lasting Gum• Stride games• Delicious Flavors• Improve Oral Health

AdWords

• Many components needs to be taken into consideration when measuring and evaluating how successful this digital marketing strategy.

• Success will be evaluated by:– Calculating the amount of interaction of our target audience with our

social media pages• More Facebook likes, more interaction with posts on Facebook, participation in

polls and contests, Twitter Followers, those who are subscribed to our YouTube channel

– An increase in gum sales by our target audience– Amount of ads and commercials with young actors – Number of people in our target audience who download the new

Stride App and play the game• The number of people who beat the game

Measuring Success

• Budget for this digital strategy is $1 million dollars– This would be enough to

spend on marketing strategies, Google AdWords campaign, Stride app development, social media sites being updated, free gum and samples for prizes.

BUDGET & ALLOCATIONS