Big Tent Introduction

© 2010 Big Tent Design, Inc. Confidential.April 11, 2023 1

Introduction to BigTentApril 11, 2023

© 2010 Big Tent Design, Inc. Confidential.

BigTent Overview

• BigTent offers free, unparalleled services to community leaders and trendsetters who are managing their various volunteer-powered groups

• BigTent members are key influencers, making billions of dollars in spending decisions annually

• Groups range in size from 10 to 100,000s and are natural “word-of-mouth” machines

April 11, 2023 2


Exercise Group

Parents Club

PTA

Neighborhood Association

Family GroupVolunteer Committee

BigTent is where people connect with the groups and communities they care about online

April 11, 2023 3


BigTent’s members are Chief Household Officers: Decision makers with broad community influence.

87% are female80% are 25-54 years old85% have children under 18 years old76% have household incomes greater than $75k54% have household incomes greater than $100k44% are in more than one BigTent group or subgroup54% have a smartphoneAre distributed evenly throughout the United States

Demographics

April 11, 2023 4


Claudia36 years oldMarried, 11 year old daughter, 8 year old son$125,000 household income

Laurie42 years oldSingle, 5 year old twin boys$272,000 income

Amy44 years oldMarried, 6 year old daughter$63,000 income

• Head of PTA group• Lives in Arlington, VA• Marketing consultant• Comfortable with technology• Hobby – Balloon Art

• Moms of Multiples member • Lives in Dallas, TX• Working mom, lawyer• Passion for access to education • Enjoys yoga and hiking• Goes to the farmer’s market

• Recipe Share member• Lives in Lincoln, Nebraska• Stay-at home mom• Getting familiar with

technology• Active in Dachshund Rescue

Who uses BigTent?

April 11, 2023 5

Soccer MomHigh-powered Mom Family values Mom


* Source: www.bazaarvoice.com/industryStats.html

Consumers trust friends above experts when it comes to product recommendations

65% trust Friends

27% trust Experts

8% trust Celebrities

April 11, 2023 6


BigTent members influence others in their community. » 97% Likely to influence purchase decisions

of friends, family and/or colleagues

» 96% Likely to be asked for advice about purchasing

» 97% Likely to try new products/brands first

April 11, 2023 7


Participate in social media

Participate in social media

Seek advice from and give

it to friends

Seek advice from and give

it to friends

Share files, videos, and pictures

Share files, videos, and pictures

Plan and RSVP for events

Plan and RSVP for events

Review and recommend products &

services

Review and recommend products &

services

Connect and communicate

with their community

Connect and communicate

with their community

What Group Members Do on BigTent

April 11, 2023 8


The BigTent Platform

9


The BigTent Platform

10


The BigTent MobilePlatform

11

• 54% of BigTent members use a smart phone

• Compared to an national average of 17%*

* Source: Forrester Research, Jan 2010


Social Media Marketing: The Trust Spectrum

Twitter LinkedIn Facebook Ning BigTent

Acquaintances Colleagues Friends Fans Community

Lead generation Loyalty

Awareness Engagement

Social media marketing strategy must reflect audience

Brands need both lead gen and loyalty

Engagement sells more products, higher ROI

April 11, 2023 12


Consumers know best. Get input from

them quickly and often, so you can

continually refine your messaging and

give them what they want. This is

rapid research and consumer insight

for the 21st century.

•Discussion Forums

•Real World/Offline

•Surveys

Engagement Products

April 11, 2023 13

Living LabsLiving Labs

360 Brand Activation360 Brand Activation

SponsorshipsSponsorships

Cause MarketingCause Marketing


Results: Over 2.8MM ad impressions were delivered with a click-through rate of about 0.2%.

Over 2,300 users submitted their votes in about one week.

Program Recap

“You guys are doing well!”

• Cost per new customer 15% below goal

• Driving order sizes 120% above average

• .2% click through rate (very high)

— Allison Stuntz, Razorfish

Shutterfly Holiday

April 11, 2023 14


Program Performance

• Over 230 uniques in 5 days

• 96,000 impressions

• Click-through rate of 0.13%


Dannon Crush Cups Insights Program Recap

April 11, 2023 15


360 Brand Activation - Don’t talk at consumers, talk with them. And build an entire brand experience that integrates directly into their lives: online, in community meetings, in local stores. We’ll help you build a direct relationship with those who matter most, the key influencers in their communities. This is an annual commitment.

•Key influencer groups•Brand communities•New product introduction•Group integration•Sampling•Promotions

Engagement Products

April 11, 2023 16






Program Performance

• 3.4 MM impressions served

• 6,995 clicks (0.21% CTR)


Safeway Great Cookie ExchangeProgram Recap

April 11, 2023 17


# M

embe

rs

Program Performance

• 1,031,036 MM impressions served

• 1,861 clicks (0.18% CTR)

• 2,282 surveys started

• 1,887 completed

(82.7%

completion rate)

• >1,500 respondents opted in to

participate in future marketing

campaigns

Calphalon Key Influencer

April 11, 2023 18

Program Recap


Place your brand where it matters most. A sponsorship on BigTent allows you to make an indelible mark on key influencers, and in turn their communities.

We offer a wide array of sponsorship options. Tie your brand to a feature, an event, or anything in between. But get your logo in front of our members.

Engagement Products

April 11, 2023 19






# M

embe

rs

Program Performance

• Referred over 150 sales in

two week period prior to

Mother’s Day

• 1.4 MM impressions served

• Over 1,250 virtual gifts sent.

ProFlower Virtual Gifts

April 11, 2023 20

Program Recap

© 2010 Big Tent Design, Inc. Confidential.21

Cause Marketing. More and more brands are involved with Cause Marketing programs that resonate with BigTent members.

Let BigTent customize or amplify your cause marketing program’s results by getting the word out to key influencers.

Engagement Products

April 11, 2023 21






# M

embe

rsParents’ Raise A Reader ChallengeProgram Recap

Program Performance

• 895,000 impressions served

• Over 70 schools signed up in two week period


# M

embe

rsGoody for CharityProgram Recap

Program Performance

• Over 10,000 gifts received

Big Tent Introduction

Documents

Transcript of Big Tent Introduction