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Timbuk2 Presentation (MAS Bootcamp)
- 2. Meet The Team Courtney Jen Jochen Martha This Guy Agency
- 3. Agenda Objectives Strategy Creative Execution Media This Guy Agency
- 4. Objectives Raise awareness and create an emotional connection to the brand. Involve our target into the brand’s world and interact with existing fan-base. Raise knowledge about the brand and products. This Guy Agency
- 5. Challenges for the Strategy Gain key insight into Timbuk2 target. Differentiate Timbuk2 from competitors on an emotional level. Shepherd Timbuk2 into the mass market. Connect with new users while maintaining a positive relationship with existing users. This Guy Agency
- 6. Core Users Emotional Connection Active Authentic Stylish Unique This Guy Agency
- 7. Building up the Strategy Growth due to Recommendations Core Users Mass Market Essence PERCEPTION PERCEPTION of the o Active o Functional o Authentic o Durable Bike- o Stylish o High Quality Messenger o Unique Project the emotional connection of the core users to the mass market This Guy Agency
- 8. Core Users Evangelists 73% said they are ‘Very Likely’ to recommend a Timbuk2 bag to their friends. This Guy Agency
- 9. Building up the Strategy Growth due to Recommendations Core Users Mass Market Essence PERCEPTION PERCEPTION of the o Active o Functional o Authentic o Durable Bike- o Stylish o High Quality Messenger o Unique Project the emotional connection of the core users to the mass market This Guy Agency
- 10. Mass Market Moving into mainstream Do you think Timbuk2 is a mainstream brand? No 10.71% 23.02% 36.88% 19.80% Yes 9.59% This Guy Agency
- 11. Building up the Strategy Growth due to Recommendations Core Users Essence Mass Market PERCEPTION of the PERCEPTION o Active o Functional o Authentic Bike- o Durable o Stylish Messenger o High Quality o Unique Project the emotional connection of the core users to the mass market This Guy Agency
- 12. Building up the Strategy Growth due to Recommendations Core Users Essence Mass Market PERCEPTION of the PERCEPTION o Active o Functional o Authentic Bike- o Durable o Stylish Messenger o High Quality o Unique Project the emotional connection of the core users to the mass market This Guy Agency
- 13. Building up the Strategy Growth due to Recommendations Core Users Essence Mass Market PERCEPTION of the PERCEPTION o Active o Functional o Authentic Bike- o Durable o Stylish Messenger o High Quality o Unique Project the emotional connection of the core users to the mass market This Guy Agency
- 14. This Guy Agency
- 15. The Bike Messenger. Free. Independent. His wealth is measured in spirit. Not dollars.
- 16. 2 Questions 1. What is your profession? 2. What do you do in life that you truly love? This Guy Agency
- 17. Target Insights Job title does not define them On the go lifestyle Rich experiences Passionate Independent This Guy Agency
- 18. Building up the Strategy Shared Values Growth due to Recommendations Core Users Essence Mass Market PERCEPTION of the PERCEPTION o Active o Functional o Authentic Bike- o Durable o Stylish Messenger o High Quality o Unique Project the emotional connection of the core users to the mass market This Guy Agency
- 19. Building up the Strategy Shared Continued Growth due to Recommendations Values LUST FOR LIFE This Guy Agency
- 30. Distribution Expand current distribution Aligned to the world your consumer is in This Guy Agency
- 32. Media Integrated plan to maximize the touchpoints with our target This Guy Agency
- 33. Print & Outdoor Lust for Life Open Attitude/Mindset towards Life Awareness Online-Banners Support Involvement and Awareness Promotions Sponsorships/Events Brand-Partnerships Involvement Stickfigures Festivals/Exhibitions Special-Editions The new route Competitions Fun-Games Microsites/E-Mail Interactive Platforms, Information, News PR Mailings Knowledge Store-Events Innovations Mediapartnerships New Store-Openings T2-Story Participations
- 34. Print & Outdoor Lust for Life Open Attitude/Mindset towards Life Awareness Online-Banners Support Involvement and Awareness Promotions Sponsorships/Events Brand-Partnerships Involvement Stickfigures Festivals/Exhibitions Special-Editions The new route Competitions Fun-Games Microsites/E-Mail Interactive Platforms, Information, News PR Mailings Knowledge Store-Events Innovations Mediapartnerships New Store-Openings T2-Story Participations