soft soap presentation
Transcript: * Twitter - 5,000/month for pop up ads - $60,000/yr * Facebook - Pay per click - 500/day - $182,500 * YouTube - $400,000 to advertise on entire homepage - $800,000/2 days, one at beginning of campaign, other at end The A+EAM Using Soft Soap to target African American males 18-34 years old in New York City. Jay-Z, Alicia Keys, Kevin Hart, Fabolous * African Americans comprise of 14.1% of total population * US Census estimated 43,884,130 African Americans THANK YOU * Parle’ Magazine - Established in 2004 - NYC based urban entertainment print publication - Distributed at record stores, colleges, barbershops, night club events etc - Advertise Images 1,000/3months. 4,000/year for bottom banner on every page Soft Soap at events Print * Dial soap - Better brand recognition - Also has sanitizer not just liquid soap $15,000- float $7,290- 1,000 tees * They’re increasing participation in “hands - on” work * 44% only rinse their hands with water and let them air dry * 16% neglect to use soap after using restroom, even if it’s available * Answer is simple - Get the girl of your dreams * You go from this: * To this: * Brand pumps, coded for recycling * New fragrances, package designs throughout year * More scents and variety Dial * Washing hands with soap and water reduce diarrhea by 50% -Reduces risk of respiratory infection by 16% * If everyone washed hands routinely a million deaths a year could be avoided * 8.5 million subway and bus riders per day * Advertise on Metro Cards - Use 5 million card - Costs $1,250,000 - Ad is on front and back - color Social Media Radio Demographic Information History of Soft Soap Target Audience * Labor Day Parade in Brooklyn - In Crown Heights - Attracts 1-3 million spectators - Mostly Caribbean crowd * Parade Floats and softsoap tees Competition Why Soft Soap No Girl wants to be touched with this! Media consumption Start using Soft Soap Broadening its reach * Advertise on trains * A,C,3 lines * $44,000/month per train * $132,000 for 3months * Total of $396,000 MTA Print (cont.) Soft soap What is Soft Soap Kevwe Emekeme Wenshan Li Christal James Flavian Hanley Ricardo Turenne * Hot 97, for $2 million - On air advertising, 84 weekly promos - Reinforced at indoor and outdoor events - 3.2 million weekly listeners - 45% African Americans - 27% Hispanic - 28% Other Celebrities Using soft Soap Why target African American males? Mta (Cont.) Soft Soap vs Dial * Patent for liquid soap first issued in 1865 by William Sheppard * Minnetonka hoping to be modern introduced attractive ceramic dispensers to be sold by boutiques - Mass market version in unique bottle named soft soap -Extended hold by buying all plastic pumps in 1987 * Colgate-Palmolive purchased soap business from Minnetonka Hygiene Facts Soft Soap vs dial * Slam Magazine - Sports magazine - Advertise images in Slam - 12,060/month - $289,400/ 2 years * Social Media * Twitter - Create an account - #softsoap, #cleanhands, #getthegirl, etc * Facebook - Has a current page with 13,187 likes * Has a sanitizer * More brand recognition * Trade name of Colgate-Palmolive’s liquid hand soap - General purpose hand soap - Liquid, easily soluble - Kill 99% of germs - Made exclusively from natural oils * Targeting through black media channels are effective * Black consumers are twice as likely to trust black media over mainstream media. * 81% African Americans watch/listen to black channels weekly, 68% watch online