Fizz Kids Strategic Research
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As an Account Management Intern at JB Chicago, I noticed that the agency was lacking in the research department. That became apparent when the team was a little lost on how to reach out to their new client, Fizz Kids consumers. I stepped up, researched the toy industry, it's consumers and everything they love, and presented my findings. The team loved it so much, they not only used my research as the main resource for developing the strategy, they let me manage the execution.
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Fizz Kids Strategic Research
- 2. COMPETITORS
- 3. CONSUMERS
- 4. STRATEGY
- 5. COMPETITORS
- 6. KidRobot • Headquarters in Boulder, CO. • Facebook – 132,062 likes – 30-60 likes a post (5-500 likes) • Twitter – 62.9K followers – 21.5k following – Obama followers them • Instagram – 61,025 followers – 296 following – 1.2 K likes a photo • Blog & Forum
- 15. FunKo • Headquarters in Everett, WA • Facebook – 85,732 likes – 550-850 likes a post (1500-2700) • Twitter – 53.5K followers – 3756 following – Stan Lee, Tony Hale, & 20th century Fox follow them • Instagram – 70,644 followers – 826 posts – 500-4.5K likes a photo • Membership Club, Forum, Newsletter, & Blog
- 16. Funko
- 23. CONSUMERS
- 24. The Collector The Aspiring Collector The Memorabilia Guy
- 25. THE VIDEO GAME CONNOISSEUR • Primary video game user in household • Used video games 1-5 times in last 30 days • Used video games 6+ times in last 30 days • Logged into the PlayStation Network 2-4 times in a week • Logged into the PlayStation Network 5+ times in a week TEENS & GAMES • Went to Toys R Us anytime in last 30 days • Bought an action game in the past year • Bought an electronic game in the past year • Played MMO (massively multiplayer online) game in last 30 days
- 26. TOY COLLECTORS • Male 25-34 • Attended College • Mostly Caucasian/Latino/Other • Love a good story • Kid is 6-11 • Professional/Office Job • Live in the Northeast & Midwest • Sports, Health, Cars, Movies & Tech VIDEO GAME PLAYS & TEENS • Male 18-24 • Attended College • Mostly African American/Native American/Mixed/Other • Love a good story • Kid is less than 12 months • Construction or Sales • Live in the Northeast & West • Sports, Health, Cars, Movies & Tech • TV is a mixture of crude humor (Comedy Central & Adult Swim), sports, tech (G4 & Fuse), & stuff for the kids (Disney XD, Nickelodeon, etc.)
- 27. THINGS THEY FIND IMPORTANT Movies • Happy Gilmore/ Billy Madison • Step Brothers • Fight Club • Star Wars • Field of Dreams • Clerks • Gladiator • Tommy Boy • Die Hard • Zoolander • The Big Lebowski • Monty Python & The Holy Grail • Office Space • Shawshank Redemption • The Blue Brothers • Animal House Sports • Basketball • Football • WRESTLING • Golf • Tennis
- 28. STRATEGY
- 30. THE USUAL SOMETHING TO THINK ABOUT
- 31. POSTS • Tone • Fuel the past and remind the collector why/how they got into toys • Tell Me A Story • Behind the Scenes • More information on characters • Arrival of a new FizzKid • Designing a FizzKid • Fan collections • How others use FizzKids
- 32. BONUS:
- 33. VIDEO GAMES & GRAPHIC NOVELS