Slide deck for class presentation of mobile marketing plan created for Golazo Energy.

1. Mobile Marketing
UW Mobile Business Certificate
December 8, 2012

2. Overview
 Company Background
 Product Line
 Target Market
 Distribution
 Current Marketing Efforts
 Mobile Marketing Efforts

3. Company
Background
 Started in 2010
 Founded by Richard Tait (Cranium) and
Alex Rosenast (Garage Billiards)
 HQ in Seattle
 Very soccer-centric environment

4. Product Line
 Four offerings in energy line (3 flavors)
 Four flavors in hydration line
 Differentiation points:
 All natural
 Superior flavor
 Energy has hydration component
 Latin inspired flavors and packaging
 Soccer-centric appeal

5. Target Market
 Primary: 18-24 year males & females
 Secondary: 26-34 year males & females
 Primary: 12-18 males & females
 Secondary: Soccer moms (32-49 years)

6. Distribution
 Online – Amazon Store (bulk)
 Traditional Retail
 QFC
 Whole Foods
 Safeway – just launched
 Geographic
 Seattle
 Portland
 Los Angeles

7. Current Marketing Efforts
 Sampling (MLS games, specialty events)
 Social (Facebook, Twitter, blog)
 Storytelling – website, events, videos
 Partnership – Washington Youth Soccer
Official Drink
 Emphasis: Great lifestyle and
informational imagery to drive awareness,
affinity and sales velocity

8. Mobile Campaigns

9. WC 2014
Contest
 Use Instagram and Statigram to run image
contest
 Monthly winners for a year; pool for grand
prize winner: trip for 2 to Brazil for World
Cup
 Object: Raise brand awareness/promote
engagement
 Timeline: March 2013 – March 2014

10. SMS/MMS
Coupon
 Mobile Coupons issued via
shortcodes
 5 videos/ 5 coupons
 Opt-in to receive more
coupons
 Object: promote
engagement, enhance
consideration, increase
conversion & loyalty
 Timeline: Spring/Summer 2013 –
90 days

11. Soccket Sales Code
Loyalty Program
 Loyalty program with CSR element
 UPP Codes on packaging
 Opt-in through website codes
 Users receives points for
merchandise
 CSR element – purchase Socckets
 Object: Enhance consideration,
increase conversion, strengthen
loyalty
 Timeline: Spring 2013 – perpetual
duration

12. ‘Where Will You Find Us Next’
Video Campaign
 Feature ‘wacky’ ads featuring
product line
 Outlandish locales and settings
 Viewed on mobile website
and app – w/ social sharing
 Object: Raise brand
awareness and promote
engagement
 Timeline: Launch summer 2013

13. Amazing
Scavenger Hunt
 Scavenger hunt in downtown
Seattle
 7 retail/foodservice locales
 Two age categories
 Use SMS and QR codes to find
each location
 Prizes for first three teams
 Object: Raise brand awareness,
promote engagement and
enhance consideration
 Timing: July 2013; 4 hour duration

14. Golazo Campaign Timeline
• Socckets Loyalty Program
Launch
• Release WWYFUN
Video
CY 2013
• WC Contest Launch • Coupon Promotion
(March 2013-2014) (90 days)
• Amazing
Scavenger
Spring 2013 Summer 2013 Hunt
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Campaign Development
Lifecycle
Launch
Initiate Plan Development

15. Mobile Website
 Home
 Product identifier
 Store locator
 Video player
 Social links
 Promotions
 Loyalty program
 Press/News

16. Golazo App
 Home
 Soccer game
 Store locator
 Video player
 Social links
 WC Contest
 Loyalty program

17. Conclusion
 Expanded analytics for remarketing
 Dive deeper into the mind and behaviors
 Activities generate CTAs and Integrate
 Increase sales
 Reinforce elements of brand – fun,
meaningful lifestyle