Network Marketing: Quicksilver Case
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Transcript of Network Marketing: Quicksilver Case
Network Marketing:
The MarketersQuiksilver
Group E
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
Mission: To become the leading global youth apparel company; to maintain our core focus and roots while bringing our lifestyle message of boardriding, independence, creativity and innovation to this global community.
Company brands:
Quiksilver, Roxy, DC, Tony Hawk, Leilani…
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
Initiatives TrackingSuccess
Group E
Current lossesGlobal RecessionOutlook: Continued decline in consumer spending
Outlook:
Continued decline in consumer spending
Situation:
Current Losses
Global Recession
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
Advertise through Facebook
• Increase brand awareness among key users
• Estimated 2% increase in sales
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook?
TrackingSuccess
Initiatives
Group E
faster
World’s largest online social network: 200+ million active users
• Benefits of advertising on Facebook:
• Superior targeting capabilities: Demographic, Geographic, Psychographic
• Direct access to usersInteractive: available 24/7
• Advertising cycle much faster than normal campaigns: increased flexibility
• Create virality and massive brand awareness
This presentationrulzzzz
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
Objective: Link Web Surfing to Wave Surfing
• Subtle but honest
• FB Applications: gifts, tests, games…• Profile “Fan of”•Events• Upload your best moves • FB Page: discounts, online-sales, reviews
Downloads• Links to web page: Special on-line content for registered users: interviews with our stars...
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
Avoid being avoided
• Saturation : • 70% think “The less ads the better”
• Transparency of users: STP• Brand dilution • Content Control• Needs to be monitored wisely • Easy to copy
• Response rate: • As low as 0.04% (BusinessWeek,
11/12/07)• Average 0.2% (BusinessWeek,
7/11/07)
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccessInitiatives
Group E
Track the success of a campaign•How?• Intangible• ROI?
•6 ways of measuring1. Setting up goals2. Web analytics3. Analyzing previous information4. Tracking the audience5. Tracking conversations6. Tracking syndication
Define tangible success measures
1. Define success metrics• Quantitative• Qualitative
2. Set goals based on the metrics3. Track effects of goals and metrics and
review them
Facebook Offers:
• Click controls, weekly and real time reports
• Number of fans, discounts redeemed at online-sales.
• Targeting the right people with the right message
agenda
AGENDA
Company Situation Solution
Risks
Budget
Why Facebook
TrackingSuccess
Initiatives
Group E
Quiksilver’s promotion and advertising budget
• $122.1 million• Visitors at Quiksilver surf game online in two months:
20,000 334 viewers/day/application Initiatives in plan 11 applications
Facebook Budget • Bid max $0.92• Budget max per day $700• Annual budget 700 x 11 x 365 = $2.8 Million
• Annual budget for digital marketing 3% x 122.1 Million = $3.66 Million
Thank you!
Igor Artemiev Ahmet Giray Kai Ting Hsu
Farah Hudhud Carina Rial Gondar
Virginia Rios Lourens Verweij
Maria Alejandra Zapata
Group EMIM 2009