100% by Cameron Smith
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Transcript of 100% by Cameron Smith
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![Page 2: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/2.jpg)
1OO% and the Scary Washing Machine
1. Context
2. Assessing the opportunity
3. What we achieved
4. What we learned
![Page 3: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/3.jpg)
Context
Over 70 stores
![Page 4: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/4.jpg)
Our customer
![Page 5: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/5.jpg)
IndependentRetailers
![Page 6: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/6.jpg)
Opportunity
• Buy the Scary Washing Machine
• Leverage the purchase into brand value
But
• Cost was unknown
• Time was short
• Success not assured
![Page 7: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/7.jpg)
Assessment Conclusions
Scale of interestVery relevant productSymbolic modelOwnership of the machine was possibleCulture fitPotential PR
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The Auction Approaches
• Sketch plan – as if it was going to work
• ‘Firm’ budget for the purchase
• Secrecy
• And a little bit of excitement…
![Page 9: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/9.jpg)
What we achieved
• Improved brand awareness
• Some good PR
• An opportunity for a conversation
• Improved our ranking on Google
![Page 10: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/10.jpg)
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What did we learn?
• Potential value of social media
• Potential value and risks of PR
• Constant attention required
• The right spirit is important
![Page 12: 100% by Cameron Smith](https://reader036.fdocuments.net/reader036/viewer/2022081518/545bdb95af7959c3098b4568/html5/thumbnails/12.jpg)
Thank you