10. Customer Acquisition isn’t
Free
Estimated $50,000 / month for the Digital Marketing
Campaign
One time: $30,000 in promotional apparel, tickets and
contributions to youth golf
500 hours of my time + a rate of $200/hour= $100,000
In total, will cost Under Armour $180,000 for 4
successful months of digital marketing
Notes de l'éditeur
Spring is allegedly here This means baseball, flowers and I guess allergies But it also means that Golf season is about to begin and everyone from the amateurs to the pros is going to be buying the newest equipment and apparel So what does the Golf market look like today and why should under armour be interested?
Golfing Gophers market research: 26 million Americans play golf, with an average salary of $67,940 and 19% of them have a household income of over $100,000But the two most important facts are that:94% of golf players own computers And they spend 2.41 billion annually on apparel alone, which seems to be growing as we are recovering from the recession
Says Cindy Davis, the president of Nike GolfThis is key as Under Armour has positioned themselves as the new kid on the block with bright colors, vibrant styles, and high performance material as seen here from their home page However on the subject of Golf, Under Armour isn’t even mentioned with the big guys such as TaylorMade-Adidas Golf leading the market, followed by Titleist, and then Nike somewhere in the middle It is going to take a serious digital marketing campaign if Under Armour wants to compete and surpass these big names in the industry
A serious digital marketing strategy has serious goals and key performance indicators We will generate 500,000 likes on the Facebook page we create and similarly for Instagram and twitter (this is achievable based on what Under Armour has on similar pages)Next we will start a Google ad word campaign in which we will generate 250,000 clicks on the ad and leave 1,000,000 impressions Lastly we will want this campaign to create such a buzz through the internet that it gets picked up by other bloggers, public relations and other media
Here is an example of what we will be making for the Golf Facebook page, this is obviously the Football pagewe will start posting content about the new and exciting golf products coming out this spring and their benefits, similar to this ad for Football cleats Additionally we will be doing several promotions to build a community. The first of these promotions will be a golf gear give away once a week for those who like, share, or retweet one of our posts on either Facebook or Twitter selected at random, and will continue from April through March
-Next in June and July as golf season really picks up we will post fans Instagram pictures that involve the Under Armour logo and golf each week on both Facebook and Instagram. -The pictures that get the most likes totaled across both medias will be entered in a chance to win tickets to the 2014 PGA Championship in August-this will be an incredibly exciting promotion for Under Armour to surround itself with golf lovers across social media and to be recognized as a large player in the golf industry
Our next goal is through Google Ad words. This is a very effective way to reach the consumers who are already searching for the products that Under Armour can offer. These ads will appear on the side of the page when customers go to Google to search for keywords that we will be targeting them on such as “Golf Apparel”, “Golf Polo” etcThis will be the most expensive part of the digital marketing strategy as we will want to reach consumers quickly and directly as golf season is beginning. That is why the budget is set to $7,500 a day, and this should give us more than 6,000 clicks and a 1 million impressions a day.
The last goal of this campaign will be to have others start talking about Under Armour in Golf. This will be done by writing press releases and blogs posts that are positioned towards other bloggers and the media who are interested in golfinclude everything that Under Armour is doing in the golf world through who they are sponsoring, what they are doing for upcoming tournaments, as well as what promotions and contributions they are making to the golf community
-The very last part of this will also be a contribution from Under Armour towards youth golf. - Under Armour will need to set up camps across the U.S. teaching the youth about the basics and rules in golf. - There can be give aways and free lessons for all that attend. - This also will be shared through social media and surely will be picked up by many including those in the media.
