4. Lepor
• Name: Latin for elegance,
charm, wit, captivation,
enchantment, fascination
• New product line: Sparkling
Wine
• White & Rosé
• New bottle and label design
• Two different sizes: 750ml &
330ml
5. Objective
To position Round Pond’s new sparkling
wine Lepor as the trendy alternative to
the classic nightlife drinks in the LGBTQ
community.
6. LGBTQ
• Population in the US 14 – 16 million
• 71% remain loyal to brands that support the LGBTQ community
• 47% consider purchasing brands with advertising clearly tailored to
the LGBTQ community
• Drinks 16% more than straight people
7. Target Audience
• LGBTQ community
• Located in the US
• SF, LA, NY, Miami and
Washington
• Age 26-33
• Trendsetters
• Upper-middle and upper class
• Single and dating
• Works in mid and upper-tier
companies
8. Andrew & Carla
• 28 years-old
• Software
developer in San
Francisco
• Single and
enjoys wine with
any occasions
• 31 years-old
• PR consultant in
New York
• Single and
cocktails when
clubbing
10. Lepor
Value Proposition
Lepor is the drink for sophisticated
individuals who challenge the
status quo and want to transcend
the nightlife experience.
34. Recap
• Change the perception of wine
drinking
• Illustrates class, charm,
elegance, captivation,
enchantment, nightlife, playful
35.
36. James Bond
• “What makes you think this is
my first time?” – Skyfall
• Matt Bomer as new
James Bond
• James Bond is gay
• Drinks Lepor
• Introduce Bond Guy
39. Budget
OUT OF HOME $1 944 000,00
DIGITAL MARKETING $111 000,00
IN HOUSE $3 197 500,00
TV $14 200 000,00
SOCIAL MEDIA $8 000 000,00
SPOSERED EVENTS $90 000,00
BRAND EVENTS $10 000 000,00
PROMOTION COST
MATT BOMER $2 000 000,00
UBER DRIVE $200 000,00
SOCIAL MEDIA CONTEST $100 000,00
JAMES BOND BRAND $60 000 000,00
TOTAL $99 842 500,00
40. Budget
MEDIA COST EVENT COST PROMOTION COST
OUT OF HOME # IMPRESSIONS $ IMPRESSIONS TOTAL $ SPONSERD EVENTS TOTAL $ ACTION $
BILBOARD (72 bilboards X 6 months) 432 $3 000,00 $1 296 000,00 SF WINE $10 000,00 MATT BOMER $2 000 000,00
POSTER (72 posters X 6 months) 432 $1 500,00 $648 000,00 D.C. NOH8 $10 000,00 UBER DRIVE $200 000,00
TOTAL OUT OF HOME $1 944 000,00 WHITE PARTY $10 000,00 SOCIAL MEDIA CONTEST $100 000,00
DIGITAL MARKETING # IMPRESSIONS $ IMPRESSIONS (6 months) TOTAL $ MIAMI PRIDE $10 000,00 JAMES BOND BRAND $60 000 000,00
ROUND POUND PAGE CREATION AND MAINTANCE $15 000,00 SF PRIDE $10 000,00 TOTAL P. COST $62 300 000,00
ESQUIRE PAGE 4 $6 000,00 $24 000,00 L.A. PRIDE $10 000,00
VOGUE MEN PAGE 4 $6 000,00 $24 000,00 NEW YORK PRIDE $10 000,00
GQ PAGE 4 $6 000,00 $24 000,00 WASHITON PRIDE $10 000,00
OUT PAGE 4 $6 000,00 $24 000,00 FOLSOM FESTIVAL $10 000,00
TOTAL DIGITAL MARKETING $111 000,00 TOTAL SPOSERED EVENTS $90 000,00
IN HOUSE # IMPRESSIONS $ IMPRESSIONS TOTAL $ BRAND EVENTS
VOGUE MEN 6 $160,000.00 - 300,000.00 $1 060 000,00 LAUNCH EVENT $5 000 000,00
OUT 8 $65,000.00 - 130,000.00 $650 000,00 CHRISTMAS PARTY $5 000 000,00
ESQUIRE 8 $80,000.00 - $150,000.00 $760 000,00 TOTAL BRAND EVENTS $10 000 000,00
GQ 8 $82,500.00 - $160,000.00 $727 500,00 TOTAL COST IN EVENTS $10 090 000,00
TOTAL IN HOUSE $3 197 500,00
TV (150k - 200k) # IMPRESSIONS $ IMPRESSIONS TOTAL $
SCANDAL 17 $200 000,00 $3 400 000,00
HOW TO GET AWAY WITH MURDER 10 $200 000,00 $2 000 000,00
X-FACTOR 18 $200 000,00 $3 600 000,00
KEEPING UP WITH THE K 18 $200 000,00 $3 600 000,00
LOOKING 8 $200 000,00 $1 600 000,00
TOTAL TV $14 200 000,00
SOCIAL MEDIA #CLICKS $ CPC TOTAL $
FACEBOOK 2000000 $1,00 $2 000 000,00
TWITTER 1481481,481 $1,35 $2 000 000,00
YOUTUBE 10000000 $0,20 $2 000 000,00
GRINDER 8000000 $0,25 $2 000 000,00
TOTAL $99 842 500,00TOTAL SOCIAL MEDIA $8 000 000,00
TOTAL COST IN MEDIA $27 452 500,00
41.
42. Facts
• A new national survey found that 74% of the LGBT adults are likely to consider brands that
support nonprofits and/or causes that are important to them as a LGBT person. (A Nielsen
Company, 2011)
• LGBTQ community earn more, save more, have less debt and are better prepared for
retirement than straight people. (CNN)
• Yahoo survey of its users found 7.1% of adults over age 18 identified as LGLBT, totaling 18
million in the U.S.
• More than 50% of the LGBT community lives in big and medium cities
• Gay women also have children more often than gay men (roughly a third, compared to a
fifth for male couples), lowering their disposable incomes.
• 60% of the gay men are singe and only 38% of lesbians are single
Notas del editor
The U.S. total population of gay- and lesbian-identified adults is expected to be roughly between14 million and 16 million.
71% of LGBT adults said they are likely to remain loyal to a brand they believe to be very friendly and supportive to the gay, lesbian, bisexual and transgender community (A Nielsen Company, 2011)
With regard to advertising, 47% of LGBT adults are more likely to consider purchasing a company's products when they see an advertisement that has been clearly tailored to "a gay audience with gay imagery and people and speaks to me as a gay person." (A Nielsen Company, 2011)
Gay people tend to drink 16% more than straight people. (dailybest.com)
Direct
Top 3 drinks in the gay community in 2013:
Cosmo Manhattan
Rosé wine
Sparkling wine
Indirect
Egalite (wine catered for gay weddings)
Purple Hand Beer
Lepor is the drink for sophisticated individuals who challenge the status quo and want to transcend the nightlife experience
Main message
Gay
Actor
37 years old
White collar, in time, magic mike
Golden globe
Out, GQ, Esquire, Vogue Men (Cover of the magazines)
Scandal
Keeping Up With The Kardashians
How To Get Away With Murder
House of cards
X-factor. (twice per show)
Scandal
Keeping Up With The Kardashians
How To Get Away With Murder
House of cards
X-factor. (twice per show)
Scandal
Keeping Up With The Kardashians
How To Get Away With Murder
House of cards
X-factor. (twice per show)
Video AD
This is two examples of our paid ads on facebook and Twitter
We are also gonna have ads on the popluar gay dating app Grindr
Now over to our own digital platforms, we will create a company snapchat and post photos and videos on the mystory and here is one example with Matt Bomer
On Instagram we will post photos and videos from events
We will have a Youtube channel where we will show ads and videos from events we are hosting and sponsoring
We will use the facebook page to interact with our customers and create a community.
We will also interact with our target audience on Twitter and use our hashtags
Our website will be connected to the Round Pond website and will feature information of the new product line
We will have two contests on social media. The first one will be on Instagram where people can upload photos of their Lepor moments and use the hashtag #MeetMatt and win a meet and great with Matt Bomer.
Our second contest will be on Facebook where the contestents can win a wedding reception on the Round Pond Estate by uploading a photo of the happy couple and write a short text of why they should win
give out sample sizes of Lepor to people driving Uber Black,
example for San Francisco.
People who order an Uber Black to any on the highlighted areas will received a sample.
Sponsor and have booths to sell and promote Lepor
SF, LA & NY wine festival,
Pride in all cities
Folsom fair
White party Palm springs
A new national survey found that 74% of the LGBT adults are likely to consider brands that support nonprofits and/or causes that are important to them as a LGBT person. (A Nielsen Company, 2011)
LGBTQ community earn more, save more, have less debt and are better prepared for retirement than straight people. (CNN)
They were even slightly more likely to have jobs in the first place, with an unemployment rate of 7% versus the national rate of 7.9% (CNN)
Yahoo survey of its users found 7.1% of adults over age 18 identified as LGLBT, totaling 18 million in the U.S.
More than 50% of the LGBT community lives in big and medium cities
Gay women also have children more often than gay men (roughly a third, compared to a fifth for male couples), lowering their disposable incomes.
60% of the gay men are singe and only 38% of lesbians are single
