Final Pitch Sierra Designs
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Sierra Designs Dri-Down: The Evolution of Down Insulation
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Transcript of Final Pitch Sierra Designs
Sierra DesignsDri-Down: The Evolution of Down Insulation
ProblemConvincing the customer that the
new Dri-Down technology is revolutionary
Single most important thoughtDri-Down sleeping bags are a “Step up from down.”
Research// Sleeping bags over 70$ account for only 28.7% of sales
// In a review by OnLine Media Daily they reported that from data released earlier in the year by Condé Nast and McPheters & Co., nearly two-thirds — 63% — of banner ads were not seen by Web users. Respondents’ eyes “passed over” 37% of the Internet ads and “stopped” on slightly less than a third, McPheters found.
// Ads running on sites with related content were 61% more likely to be recalled than ads running on sites with unrelated content.
Banner AdsBackpacker.comREI.com
OutsideOnline.com NationalGeographic.com
Banner Ads
Banner Ads
budget breakdown
Average Industry CPM ...........................................$30Backpacker.com monthly visits.............................2 Million DriDown Digital Print Ads (1/2 month).........8/2=4 Digital Production Cost............................................$8,000Total Media Purchase.................................................$248,000
$60,000
$240,000
on second thought...
What has already been done?
// Athlete Sponsorships
// Social Media Sweepstakes
// “Seek Adventure”
Innovation is everything
What is holding us back?
BUDGET = $300,000
Social Media
What can we do?
How can Sierra Design replicate
this?
// PR Campaign giving each of the top adventure blogs a free DriDown Sleeping Bag in exchange for a blog post
about the gear + event
// Use these forms of unique outdoor advertising on specific REI locations
top adventure blogs1) Adventure Journal 2) The Goat 3) NG - Adventure
4) Dirtbag Diaries 5) Adventure Blog 6) Cold Splinters
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