2. ?
Project:
Broaden MBT product appeal
without alienating core audience

3. Sandals, Clogs, Shoes, Boots Presidio
Simple & comfortable Classic sneaker / Everyday walking
$120 $94

4. All#products Addic;on#Walker
Walking#shoes Fitness#walking
$135#8#$459 $100

5. Competitors’ Media Spend
Total Media Mix (Jan. 07 - Dec. 08)
Sum of US INTERNET DOLS
Sum of OUTDOOR DOLS
Sum of LOCAL RADIO DOLS
Sum of NATL SPOT RADIO DOLS
Sum of B‐TO‐B DOLS
Sum of HISPANIC MAGS DOLS
Mephisto
Sum of LOCAL MAGS DOLS
MBT
Sum of MAGAZINES DOLS
Keen
Sum of SUNDAY MAGS DOLS Dansko
Sum of HISPANIC NEWSP DOLS Brooks
Sum of NEWSPAPERS DOLS
Sum of NATL NEWSP DOLS
Sum of SPOT TV DOLS
Sum of NETWORK TV DOLS
Sum of CABLE TV DOLS
0 1000000 2000000 3000000 4000000 5000000 6000000
Source: TNS/Stradegy
Source: TNS/Stradegy

6. Athletic
type of shoe
Orthopedic Trainers
target
Comfort

8. “
“
These shoes can work like a
personal mini-gym.
-Source: The Times Magazine

9. “
“
These shoes can work like a
personal mini-gym.
-Source: The Times Magazine

10. The Fitness Fanatic
Ages 25-54
$75,000+ HHI
“I play sports every chance I get.”
Average Age: 41
HHI: $75,000
Highly Educated
Married
Really, really into exercise

11. Fitness Fanatics
care about their body
• Their friends’ personal health guru
• Participate in a wide variety of sports
• Eat well
• Exercise ALL the time...

12. Fitness Fanatics
care about their body
• Their friends’ personal health guru
50% more likely
• Participate in a wide variety of sports
82% more likely
• Eat well
75%
• Exercise ALL the time...
160% more likely

13. They wish they could
work out more

14. Why they would buy MBT?
It fits into their multi-tasking lifestyle
They place more importance on time vs. money
They say they are too busy to take care of themselves
Will pay anything when it comes to their health

15. MBT: a way for the
Fitness Fanatic to
work out even when
they aren’t.

16. Media Consumption?
Above Average Quintiles:
Outdoor, Magazine, & Internet

17. Increase awareness/education
awareness
among athletes to 40%
considera+on
Increase consideration among
athletes by 15%

18. awareness
Reach the audience when
they're working out

19. considera+on
Reach the audience when
they're gearing up for training
considera+on
Reach them when they are
looking for training methods

20. Reach = 72%
Frequency = 6
GRPs = 432

22. Miami
LA
San Francisco
DC
Minneapolis
Seattle

24. Magazines
Shape Runner’s World Self Women’s Health Men’s Health

25. Women’s Health Self Weather Channel
Hulu Runner’s World Men’s Health
& AdWords

26. Mobile

27. Outdoor

31. “
“
...it’s hard not to notice an ad
you have to sit on.
-Source: TIME Magazine, July 2001

32. Boston Marathon

35. Adjusted Impressions Adjusted GRPs
Impressions (according to target Cost GRPs (according to target
composition of composition of
11.94%) 11.94%)
Print 194,679,000 23,244,673 $4,132,800 763 91
Online/Search 532,129,638 63,536,279 $4,150,200 2,068 247
Mobile 151,824,960 18,127,900 $500,000 596 71
Outdoor 603,354,900 72,040,575 $3,392,033 76 76 (already adjusted locally)
TOTAL 1,481,988,498 176,949,427 $12,175,033 3,503 485
GRPs: 485 > 432