Timbuk2 Presentation (MAS Bootcamp)

Timbuk2

This Guy Agency

This Guy Agency

Meet The Team

Courtney

Jen

Jochen

Martha

This Guy Agency

Agenda

Objectives

Strategy

Creative Execution

Media

This Guy Agency

Objectives

Raise awareness and create an emotional

connection to the brand.

Involve our target into the brand’s world

and interact with existing fan-base.

Raise knowledge about the brand and

products.

This Guy Agency

Challenges for the Strategy

Gain key insight into Timbuk2 target.

Differentiate Timbuk2 from competitors on

an emotional level.

Shepherd Timbuk2 into the mass market.

Connect with new users while maintaining

a positive relationship with existing users.

This Guy Agency

Core Users

Emotional Connection

Active

Authentic

Stylish

Unique

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Growth due to Recommendations

Core UsersPERCEPTION

o Active

o Authentic

o Stylish

o Unique

Mass MarketPERCEPTION

o Functional

o Durable

o High Quality

Project the emotional

connection of the core

users to the mass market

Building up the Strategy

Essence

of the

Bike-Messenger

This Guy Agency

Core Users

Evangelists

73% said they are

‘Very Likely’ to

recommend a Timbuk2

bag to their friends.

This Guy Agency



o Active

o Authentic

o Stylish

o Unique


o Functional

o Durable

o High Quality






Essence

of the

Bike-Messenger

This Guy Agency

Mass Market

9.59%

19.80%

36.88%

23.02%

10.71%

Yes

No

Moving into mainstream

Do you think Timbuk2 is

a mainstream brand?

This Guy Agency



o Active

o Authentic

o Stylish

o Unique






o Functional

o Durable

o High Quality


Essence

of the

Bike-Messenger

This Guy Agency

Essence

of the

Bike-Messenger



o Active

o Authentic

o Stylish

o Unique



o Functional

o Durable

o High Quality





This Guy Agency



o Active

o Authentic

o Stylish

o Unique



o Functional

o Durable

o High Quality




Essence

of the

Bike-Messenger


This Guy Agency

The Bike Messenger. Free. Independent.His wealth is measured in spirit. Not dollars.

This Guy Agency

2 Questions

1. What is your profession?

2. What do you do in life that you truly love?

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Target Insights

Job title does not define them

On the go lifestyle

Rich experiences

Passionate

Independent

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o Active

o Authentic

o Stylish

o Unique


o Functional

o Durable

o High Quality




Shared

Values


Essence

of the

Bike-Messenger

This Guy Agency

Continued Growth due to Recommendations

Shared

Values

LUST FOR LIFE


This Guy Agency

Distribution

Expand current distribution

Aligned to the world your consumer is in

This Guy Agency

Media

Integrated plan to maximize the

touchpoints with our target

Awareness

Involvement

Knowledge

Print & OutdoorLust for Life Open Attitude/Mindset towards Life

Online-BannersSupport Involvement and Awareness

PromotionsStickfigures

The new route

Sponsorships/EventsFestivals/Exhibitions

Competitions

Brand-PartnershipsSpecial-Editions

Fun-Games

Microsites/E-MailInteractive Platforms, Information, News

PRStore-Events

MediapartnershipsT2-Story

MailingsInnovations

New Store-OpeningsParticipations

Timbuk2 Presentation (MAS Bootcamp)

Technology

Transcript of Timbuk2 Presentation (MAS Bootcamp)