© 2011 GameChanger Products LLC All rights reserved. 1 MONEYBALL MARKETING PRESENTED BY LARRY...

© 2011 GameChanger Products LLC All rights reserved. 1

MONEYBALL MARKETING

PRESENTED BY

LARRYPOPELKA


RECORD HIGH AD SPEND


SHOW ME THE MONEYCost of

Advertising on TV

4X since 1980

inInflation

Adjusted $$


NEW APPROACH FOR WINNING THE AD

GAME


NEW APPROACH FOR WINNING THE AD GAME

…MONEYBALL MARKETING


MARKETING FACTS

≠


COMPANIES THAT BEAT BIG SPENDERS


MONEY ≠ SUCCESS2002 Major League Baseball Season

Oakland A’s 2002

Payroll

$41 Million

28th out of 30 Teams(NY Yankees = $125 Million)

Record

103-59

Most wins any teamRecord 20 Game Win Streak


SHOW ME THE MONEYJason Giambi$120 Million

Johnny Damon

$31 Million

Jason Isringhausen$27 Million


NEW UNDER-VALUED SOLUTIONS

Scott Hatteberg

$950K

David Justice$3.5 Mil

Chad Bradford$235K


NEW UNDER-VALUEDAD SOLUTIONS

Events/ Sampling

Street teamsOnline and social media


YOUR NEXT MARKETING MEETING


WHAT’S YOUR OBJECTIVE?

Sell Product = Get on Base


THE AD WORLD IS FULL OF DISTRACTIONSBuild Awareness

Build Brand Equity

Trial Rate

GRPs

Ad DesignsReach & Frequency

ASI Tests Share of Voice


THE AD WORLD IS FULL OF DISTRACTIONSBuild Awareness

Build Brand Equity

Trial Rate

GRPs

Ad DesignsReach & Frequency

ASI Tests Share of Voice

There is only one thing that matters:

Sell more product!


THE SOLUTION…

NEW METRICS


OLD METRICS

Batting Average

Home Runs

Stolen Bases

Strike Outs


OLD NEW METRICS

Batting Average

Home Runs

Stolen Bases

Strike Outs

On Base PercentageWHIPOPS


OLD AD METRICS

GRPs

Frequency

Reach

CPM


OLD NEW AD METRICS

GRPs

Frequency

Reach

CPM

Cost Per ConversionRetention RateRevenue per Consumer


EXAMPLES


BLOCKBUSTER VS. NETFLIX 1998

$180 Mil/ Yr.Marketing Spending

$4 Mil/ Yr.Marketing Spending


BLOCKBUSTER

Blockbuster “Total Access” – “Carl and Ray” Superbowl AdMetric = “High Awareness”


NETFLIX

Online Ads + Postcards in New DVD PlayersCost per Conversion = $37.16


RESULT


VITAMIN WATERVS. COKE

$2.9 Billion Ad Budget $2 Million Marketing Budget


COCA-COLA ADVERTISING


VITAMIN WATERMARKETING

Sampling + Celebrities = Efficient Conversion


RESULT

Coke buys Vitaminwater for $4.2 Bil = 10% of Coke’s Market Cap


PURINAVS. NUTRO DOG FOOD

Purina $140 Million Ad Budget

Nutro $5 Million Marketing Budget


PURINA

Traditional TV and Print Advertising


NUTRO

Nutro “Pet Nutritionists” in Pet StoresPayout conversion rates


RESULTS

Nutro: #1 Ultra-Premium Brand - $350 Million RevenueAcquired by Mars 2007


HOW TO BE A MONEYBALL MARKETER


3 STEP PROGRAM

1. Find Potential Under-valued Opportunities


3 STEP PROGRAM


2. Test and Measure


3 STEP PROGRAM


2. Test and Measure

3. Select, Modify, Expand


CASE STUDYBRITA

Year 1990

Size <$2 Million

Situation: Business unprofitable

Fold the business?


FINDING UNDERVALUED MARKETING

1.Find the “Fanatics”

2.What motivates them to buy?

3.How and where can we reach them?


TESTING MARKETING

1.Location/ Aperture

2.Find the “Hook” – What drives interest

3.Refine the costs and message


T.E.D.I. MARKETING

T = Targeted

E = Engaging

D = Dramatic

I = Immediate


RESULT

$200 Million Brand in 5 years


KEY METRICS


KEY METRICS

1. Cost per Conversion

Oxi-Clean built to $200 Mil brand with efficient

conversion.


KEY METRICS


2. Retention Rate

ProActiv Solution grows to $800 Mil brand with effective

retention.


KEY METRICS


2. Retention Rate

3. Revenue per Consumer

Burt’s Bees grows to $150 million behind high revenue

per consumer.


MONEYBALL MARKETING

10 KEYS TO SUCCESS


1. FIND THE FANATICS

Meguiar’s car care – target enthusiasts to amplify your effort.


2. START WITH REAL CONSUMER INSIGHTS

Find what consumers really want and meet their needs.


3. FIND THE APERTURE

Target consumers when they are ready to buy your product.


4. BE HELPFUL. DON’T WASTE PEOPLE’S TIME

Engage your consumer – don’t force them to watch something boring.


5. RETENTION: CREATE A “WOW”

In-N-Out Burger: Experience that delights and builds repeat.


6. MEASUREREAL SALES DATA

Measure real purchases – research studies can mislead.


7. MORE SWINGS AT THE PLATE

Test more different concepts (more swings) – for more home runs.


8. INVEST LIKE A SHARK

Zero-based budgeting for marketing


9. BEWARE OF DINOSAURS

Traditional marketers who may not support your plan.


10. FEED YOUR SUCCESSES

As you gain success, expand the vision and growth plan.


WHAT’S YOUR GOAL?


GAMECHANGER RETAIL LAB

Example: Torani Coffee Flavorings

Test marketing approaches and measure sales response.


LARRY POPELKA, CEOGAMECHANGER

[email protected]

FREE BOOK(GET YOUR COUPON TODAY)

© 2011 GameChanger Products LLC All rights reserved. 1 MONEYBALL MARKETING PRESENTED BY LARRY...

Documents

Transcript of © 2011 GameChanger Products LLC All rights reserved. 1 MONEYBALL MARKETING PRESENTED BY LARRY...