Marketing Plan 2013

Goals

Q1 - 30 Products Sold

01/01/2013 - 03/31/2013

Q2 - 100 Products Sold

04/01/2013 - 06/30/2013

Q3 - 190 Products Sold

07/01/2013 - 09/30/2013

Q4 - 300 Products Sold

10/01/2013 - 12/31/2013

Main

Product redesign (cover)

01/14/2013 - 01/21/2013

Do a full redesign of the IcyBath cover, according to the new feel.
Possible costs: Designer 100-200€

IcyApp development and launch

01/18/2013 - 02/18/2013

Prework: Hire developers (1 month before), Change website design, Write FAQ (2 weeks before)
Afterwork: Launch targeted advertisement on mobile devices
Possible costs: Google Ad: 50€-100€/month
Launch: February 18th

Family Plan

01/21/2013 - 01/25/2013

Announce new product price, with the launch of the IcyApp. Smaller tasks: Update Website, Start Google Ads campaign, write blog entry on Icebathing. com. Prepare new brochures
Date: February 18th – 28th

Icebathing.com launch

01/21/2013 - 01/28/2013

Look for valuable content and start word-of-mouth (WOM )marketing . Google Ad campaign running continuously after launch – optimize 1 week before launch
Possible costs: Hire workforce – Post writing and WOM: 270€-600€/month
Google Ads – 50-100€/month

Sponsorship campaign

04/01/2013 - 04/30/2013

Research sponsorship options: Conferences, Players, Phisios, Scholars.
Possible costs: 500€ - 5000€ (this range is too big, it needs to be much more defined)
Time span: during April

Direct Mail Campaign

08/12/2013 - 08/19/2013

Launch a direct mail campaign to physios and professional athletes. Preparing brochure 1 week before launch. Testing mail-server.
Possible costs: Buying database 1000€-3000€,
Launch: March 18th

Reseller network

15 Resellers Milestone

02/01/2013

25 Resellers Milestone

06/01/2013

35 Resellers Milestone

10/01/2013

Social Media

Athlete Giweaway Campaign Launch

01/28/2013 - 02/04/2013

Possible costs: Give away Icebath to known athlethes. 2x1000€

TAR - 100 likes, Icy - 150 likes

01/31/2013

Viral Video Production

02/01/2013 - 02/28/2013

Make a plan of a viral video and sign with production company. Consider the inputs from students.
Possible costs: Hire creative team – 5000€
Hire production company – 5000€
Time span: during February

Public Giveaway Campaign Launch

02/25/2013 - 03/04/2013

Measure the success of the January giveaway. Launch giveaway to public on social media.

Possible costs: Product costs 2x1000€

TAR - 300 likes, Icy - 200 likes

03/01/2013

Summer Theme

05/01/2013 - 05/31/2013

Taking advantage on the summer weather, Icysolutions turns its social media into a ‘cooling paradise’, where the emphasis is on the relief of taking an icebath after a hot day of workout. Focusing on summer sports and giveaway to athletes:
Possible costs: Facebook, Youtube redesign - 100-200€
Giweaway - 2000€

TAR - 600 likes, Icy - 300 likes

05/01/2013

TAR - 1000 likes, Icy - 400 likes

07/01/2013

TAR - 1500 likes, Icy - 600 likes

09/01/2013

Conferences and Exhibitions

Arab Health

01/28/2013 - 01/31/2013

Exhibiton for visitors is free.
Possible costs: around 1000€
Date: 28-31 January

SpoBIS 2012

02/18/2013 - 02/19/2013

Attending sport conference in Düsseldorf for networking purposes
Possible costs: 1178€/ticket (2 days)
Date: February 18-19

http://www.spobis.com/

ACSM Summit and Exposition

03/12/2013 - 03/15/2013

Las Vegas
Possible costs: $435 (Full conference registration)
Date: March 12-15

BSMPG

05/17/2013 - 05/18/2013

Boston

Costs: $299 registration
Date: May 17-18

Nata Conference

06/01/2013 - 06/29/2013

Attend the biggest conference in Las Vegas for networking purposes. Buy advertisement in the Journal and News and exhibit if possible
Start preparation: (1 month before)
Possible costs: 5000€ - 15000€
Date: June 24-27

ECSS Conference

06/26/2013 - 06/29/2013

Location: Barcelona
Possible costs: To be announced
Date: June 26-29