David Pace
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Transcript of David Pace
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JUST FOR KICKS
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Background
Rapid Top-line Growth
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• Goals
• Establish UGG Australia as the leader in casual footwear for men
• Commitment
• Money
• Time
• More money (multiplier) to let people know you have the athlete
• Product
• Product
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Strategy
It all begins with the Brand
•Brand Strategy drives the Sports Marketing Strategy
•Sports Marketing Strategy must derive from and support the overall Brand Strategy
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Strategy
UGG Australia Brand Essence
Luxury Comfort
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Goal of Campaign
Give Men Permission to wear UGG Footwear
• Create Awareness
• Reassess the Brand
• Icon that is aspirational to the audience
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Sports Marketing Strategy
Icon Strategy: Who is the Oprah for men?
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Sports Marketing Strategy
Icon must embody the Brand Essence
•Attributes:• Authentic
• Leader
• Admired and Respected by men, women and children
• Talented
• Sophisticated and Fashionable
• Great Character
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• ★Wears UGG
• ★Lifestyle
• ★Endorsement Profile
• ★Family
• ★Long-Term View
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Anxieties?? We had a few!
• Will it work?
• Will it damage the Brand?
• How will our female customers react?
• Our Retailers?
• We’ve never done an endorsement or even a marketing campaign!
• Tiger Woods Syndrome
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ROI
• Business Plan
• Goals and Objectives
• Measures of Success
• Must Be Diligent
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Ad CampaignAd Campaign
• Insights:
• Men have a barrier to trial
• Men will reject outreach if it’s derivative of women’s ads
• Challenge: Consistency
• Men will try it if someone they respect wears it and they are given a functional reason for wearing it
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Television
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Results
• Sales: Double Digit Growth
•Awareness: Dramatic Jump
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Star Equity
Definition:
•star (stahr) eq-ui-ty (ek-wi-tee) noun: Celebrities invest their “star power” in a company rather than cash and receive stock or other equity in return
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Star Equity
• Connects the celebrity’s interest more closely with the success of your Brand/Company
• Pay for Performance
• Allows smaller companies to compete with the “Big Brands”
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50 cent from Reebok to Vitamin Water
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Jennifer Aniston from Vitamin Water to Living
Proof
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