• By: Eclipse Consulting

By: Eclipse Consulting
 Overview
• Update the website
• Theme
• Slogan
– A bad day never looked so good!
• Get the word out there
• Define target market
 Analyze the Market
• Strengths • Opportunities
– Creative & witty – Outdoor market
premise – People who were
– Adorable & otherwise not targeted
recognizable frog • Threats
• Weaknesses – Life is Good
– No target market – T-shirt companies
– No solid cliental
– Online
 Target Market
• Geographic
– New Englanders & upper state New York
– Rural and suburban
• Psychographic
– Family-oriented
– Clever
– College degree
– Love the natural world
• Demographic
– Mothers mid to late 30s and 40s
– White, middle class
 Promotional Objectives
• Increase sales 5%
• Better known
• Increase traffic to
website
 Promotional Budget
• Money left over from sales
• Bank loans and investors
– Promotional expenses will pay off in sales
• Use other methods that do not cost money
– Publicity
– Word of mouth
 Promotional Mix
• Advertising • Publicity
– Word of mouth – “Hiking Safety Day”
– Work with local businesses
– Bumper stickers
• Sales Promotion
– T-shirts
– “Buy one get one half off”
• Personal Selling – Appeal to the fashionista
– Expensive per person and budgeter of the family
– Bulk orders
– Perhaps owners in the
– Group fares
store
 Marketing Mix
• Product • Promotion
– Different UGHs – Word of mouth
– T-shirts – Publicity
– Bumper stickers • Place
– Hats
– Campground stores
– Water bottles
– Hiking area stores
– Pants
• State and National Parks
– Camping/hiking equipment
– Specialty t-shirt places
• Price – Stand in the mall
– Keep it for now
– Eventually lower it
 Schedule
• Over two years (hiking season)
– Finding locations
– Establishing loyal cliental
– Evaluating results
– Expanding
 Website
• Current website is confusing and does not
reach our new target market
• Pastel colors
– Do not “pop”
– Do not appeal to target market
– Not “earthy”
• New site is simple and appealing