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Context! • 

Traditionally, Huffy targets young markets or leisurely, older markets

• 

73% of adults ride bikes for recreation

• 

Bike industry is mature: •  •  • 

Fluctuates with economy Slow sales growth Opportunity for product refinement and investing in service quality - Development of repeat customers – 80/20 principle

Life’s a toughie without a Huffy!


Competitive Analysis! • 

$5.6 Billion industry

• 

Mass Merchant channels account for 73% of bikes sold

• 

Pacific Cycle (Schwinn, GT, Mongoose) •  • 

Leads in market share Schwinn, GT, and Mongoose more popular than Huffy – Brunner Attitude & Usage survey

Life’s a toughie without a Huffy!


Target Insights! Target Market: 17-24 year olds • 

Lifestyle, Concerns, and Influences: • 

Financial Concerns: low income • 

Budget concerns- price sensitivity

• 

Gaining independence

• 

Time management Persuasion from peers Technology: Computers, Smartphone

•  • 

Internet, Social Media

Life’s a toughie without a Huffy!


User Profile! Busy Becky and Busy Ben: 20 year old college students Activities: club sports, service organizations, campus activities, spending time with friends, sporting events Employment: campus job Values: Healthy lifestyle, saving money, maximizing spare time Transportation: Drives car for trips over 2 miles

Life’s a toughie without a Huffy!


Advertising Objectives! 1. 

Develop positive brand image for Huffy among 17-24 year olds

2. 

Influence purchase intention among 17-24 year olds

3. 

Change attitude towards biking among 17-24 year olds

Life’s a toughie without a Huffy!


Message Strategy! • 

Instill brand preference towards Huffy among the 17-24 year old market • 

• 

Change buying behavior in favor of Huffy among 17-24 year olds • 

• 

Social anxiety

Persuade 17-24 year olds towards Huffy Bikes • 

• 

Feel good advertising

Testimonials

Link key attributes to Huffy brand name • 

Time efficient, affordable, and healthy

Life’s a toughie without a Huffy!


Positioning & Campaign Theme:! • 

Benefit Positioning: • 

• 

Focus on benefits and attributes that Huffy provides 17-24 year olds

User Positioning: • 

Focus specifically on the “on-the-go” segment of 17-24 year olds

• 

Campaign Theme: “Life’s a toughie without a Huffy”!

• 

Rationale: •  •  • 

Theme connects values of the 17-24 year olds (making life easier) to Huffy’s brand Want to use “Huffy” in campaign theme for brand recognition Conveys idea that life will be more convenient with a Huffy Bike

Life’s a toughie without a Huffy!


Creative Recommendations! • 

Online Web Portal

• 

Huffy4U Twitter Page

• 

Huffy4U Facebook Page

• 

Huffy SmartPhone Application

• 

Huffy Online Game

• 

Magazine Advertisement

• 

POP display

Life’s a toughie without a Huffy!


Online Web Portal!


Online Web Portal! • 

Scheduling: 1/1/2011 through 12/31/2011

• 

Reach & Frequency: Approximately 20,000 people viewing 8 times during the year • 

Total Views: 160,000 total views

• 

Gross Impressions: 1,000 people (5% of interested buyers)

• 

CPM: $.28 per view

• 

Cost: $35,035

• 

Metrics for Success: use click tracking technology to measure • 

Goal: 75% of the 160,000 viewers = 120,000

Life’s a toughie without a Huffy!


Huffy4U Twitter!


Huffy4U Twitter! • 

Scheduling: 1/1/2011 through 12/31/2011

• 

Reach and Frequency: Approximately 47,700,000 people ages 18-34 use Twitter – hope to reach 2% or 596,250 Twitter users

• 

Gross Impressions: 8,705,250 per year

• 

CPM: $0.65 ( 5,720/8,705,250 * 1,000 )

• 

Cost: $5,720

• 

Metrics for Success: Goal: 2,000 Followers

Life’s a toughie without a Huffy!


Huffy4U Facebook!


Huffy4U Facebook! • 

Scheduling: 1/1/2011 through 12/31/2011

• 

Reach and Frequency: Approximately 26,000,000 people ages 18-24 on Facebook– hope to reach 2% or 520,000 Facebook users

• 

Gross Impressions: 520,000 per year

• 

CPM: $0.48

• 

Cost: $5,720 (labor)

• 

Metrics for Success: Goal: 20,800 Fans - 80% considered successful

Life’s a toughie without a Huffy!


Smartphone Application!


Smartphone Application! • 

Scheduling: 1/1/2011 through 12/31/2011

• 

Reach and Frequency: Approximately 33,053,152 people use Smartphones– hope to reach 2% or 661,063 Smartphone users

• 

Gross Impressions: Approximately 661,063

• 

CPM: $0.20 per application user

• 

Cost: $31,350

• 

Metrics for Success: Goal: 66,100 Users

Life’s a toughie without a Huffy!


Online Game – “Huffy Helps”!


Online Game! • 

Scheduling: 1/1/2011 through 12/31/2011

• 

Reach and Frequency: Approximately 26,000,000 people use Facebook– hope to reach 1% or 10,400 Facebook users

• 

Gross Impressions: Approximately 260,000 people

• 

CPM: $0.48 per player

• 

Cost: $5,000

• 

Metrics for Success: Goal: 5,000 people play game by EOY

Life’s a toughie without a Huffy!


Magazine Advertising! Full-Page color ad in Glamour and Sports Illustrated Magazines


Magazine Advertisement! • 

Scheduling: Flight scheduling in selective magazine issues

• 

Reach: •  • 

• 

Gross Impressions: •  • 

• 

Sports Illustrated: 2,058 people will ignore ads Glamour: 2,254,000 people will ignore ads

CPM: •  • 

• 

Sports Illustrated: 21,000,000 people Glamour: 2,300,000 people

Sports Illustrated: $16.80 Glamour: $90.87

Cost: •  • 

Sports Illustrated: $352,800 Glamour: $209,254

Life’s a toughie without a Huffy!


POP Display!


POP Display! • 

Scheduling: 3/1/11 (main display) and 7/1/11 (bike tracks) through 12/31/11

• 

Gross Impressions: 75% of consumers will not see or notice the display

• 

CPM: $75 per store

• 

Cost: $53,250

• 

Metrics for Success: based on sales

Life’s a toughie without a Huffy!


Campaign Summary! •  Our campaign transforms the Huffy brand from

childish and unpopular to functional, necessary, and valuable for the 17-24 year old market throughout the year-long campaign

•  The campaign is driven by digital and social media as

well as selected traditional media in order to effectively reach the 17-24 year old market

Life’s a toughie without a Huffy.! Life’s a toughie without a Huffy!


Life’s a toughie without a Huffy.!

Life’s a toughie without a Huffy!

Huffy Pitch  

Developed and pitched a digitally-driven media strategy to executives at Huffy Corporation and Brunner Advertising. The strategy identified...

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