Build-A-Brand Report: Social Media Assessment and Proposed Tactics

Table of Contents

Introduction ………………………………………………………………….3

Social Media Presence and Analysis ………………………….... 3-5

Breakdown of Social Media Followers by Platform ………... 6

Examples of Effective Social Media Content ………………... 7-8

Main Competitors ……………………………………………………. 9-10

Key Audiences ………………………………………………………. 11-13

Opportunities ……………………………………………………………. 13

Business Objectives …………………………………………………… 13

Business Strategies ……………………………………………………. 14

Social Media Tactics ……………………………………………….14–25

Evaluating Success ………………………………………………... 25-26

Conclusion ………………………………………………………………… 27

2 Introduction

Poo-Pourri is a fragrance company that sells scented and odour-trapping, “before-you-go” sprays. The company was created and founded by Suzy Batiz in 2007 with just $20,000 of initial capital. In the decade since its inception, Poo-Pourri has sold more than 22 million spray bottles and is currently valued at over $300 million USD! The company’s success and immense popularity are the direct results of its creative marketing content and its effective use of social media platforms to convey its brand. Poo-Pourri does not consider bowel movements to be taboo subject matter, but rather markets itself as a company that views as a normal bodily function — one that should be celebrated and even parodied!

Social Media Presence and Analysis Poo-Pourri’s immensely popular scatological marketing campaigns use “cheeky” humour and witty puns to make light of a traditionally taboo subject. For the last decade, the company has predominantly marketed its products to women between the ages of 18-49. Poo-Pourri uses a variety of social media platforms, including Facebook, YouTube, Instagram, Pinterest, and Twitter, in addition to its website blog.

• The company has amassed an impressive 183,507 followers and 186,337 likes on Facebook over the last decade and generates a tremendous amount of user interaction with its posts. • Over the course of October 2017, the company posted a total of 43 times on its Facebook page. These posts have since yielded an average of 329 likes or reactions, 59 shares, and 25 comments. • Poo-Pourri caters to the older portion of its target audience (31-49) quite effectively on Facebook with a variety of posts that range from product advertisements to funny customer reviews, witty toilet aphorisms and humorous brand-related third- party content.

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• Poo-Pourri has 15,500 Twitter followers and has tweeted over 9,000 times. • The company does not generate much traffic with its Twitter content and rarely gets more than 10 likes or retweets per post. • Nevertheless, Twitter remains an excellent platform for Poo-Pourri to conduct its customer service as the company can interact instantly (and privately, if need be) with consumers on it.

• Poo-Pourri has 15,500 Instagram followers and has posted on the platform more than 1,800 times. • An average Poo-Pourri post promoting one of its own sprays tends to generate between 50-300 likes. • However, any video post that features the company’s spokeswoman, Bethany Woodruff, generates the most interest. • Woodruff’s two most recent videos have been liked a total of 5,603 times. • Instagram is an effective platform for Poo-Pourri because 59% of its users are female and between the ages of 18-29. • Its layout also allows the company to promote its products by displaying them in attractive photos.

• The company has released 27 videos on its YouTube channel, where it has amassed 83,000 subscribers. • For the most part, these videos are immensely popular and tend to feature company spokesperson, Bethany Woodruff. • Poo-Pourri’s first video, “Girls Don’t Poop”, is by far its most watched commercial, amassing 39 million views. However, the company has also had success with its three “How to Poop” videos, which have garnered a total of 13.7 million views.

4 • Poo-Pourri also created a series of sixteen-second “#SaveYourRelationshits” commercials, but these have not generated nearly as many views as the above- mentioned videos.

• Poo-Pourri has 2,947 followers on Pinterest and uses the platform rather effectively to promote interest in its brand and its products. • The company has created a number of brand-related boards on its Pinterest page. • Two of its most popular boards are “Deep Sh*t”, which features quotes, adages, and aphorisms, and “Shits and Giggles”, a board for crass scatological jokes and limericks. • Poo-Pourri also has boards for fashion tips, toilet-related arts and crafts activities, and all of its spray products.

• Poo-Pourri also started a blog on its website this year, called “Throne Diaries”. The blog is divided into five sections: 1) “Bathroom 2.0”, a section of aesthetically-pleasing and, sometimes futuristic, bathroom photos; 2) “Give a Crap”, the company’s outreach and fundraising platform; 3) “It’s Only Natural”, a section devoted to the fecal sciences; 4) “Under the Lid”, a blog that allows the customer to learn more about the company’s executives; and, 5) “Uninhibited Fun”, a section full of interesting and witty bathroom-related content.

5 Breakdown of Social Media Followers by Platform:

Followers by Platform Pinterest 1% Twitter 5%

YouTube 28% Twitter Facebook Instagram YouTube Pinterest

Facebook Instagram 61% 5%

6 Examples of Poo-Pourri’s Most Effective Social Media Content

(Facebook/Dec. 13th: “Poop the Potato” post — 824 likes; (Facebook/Nov. 16th: “Stormtrooper Pooper” — 925 likes; hundreds of comments) 139 shares; hundreds of comments)

(Instagram/Sept. 4th: Poo Review — 116 likes) 7 (Instagram/August 17th: “This poop is bananas” — 275 likes)

(YouTube/Sept. 10th: “Girls Don’t Poop Video” — over 40 million views; 96,000 likes; hundreds of comments)

(Two of Poo- Pourri’s most popular Pinterest sections: “Deep Sh*t” [302 pins] and “Shits and Giggles” [192 pins])

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Main Competitors

In the wake of Poo-Pourri’s success over the past decade, Squatty Potty and Airwick have both created products and marketing campaigns that are quite similar to those of Poo- Pourri.

Unicorn Gold:

• Squatty Potty debuted its Unicorn Gold “before you squat” toilet sprays in the fall of 2016 along with a YouTube commercial that closely resembled Poo-Pourri’s comically crass style of online commercials. • This video has been watched more than 3.5 million times and has been commented on over 1,000 times. • However, Unicorn Gold does not have its own social media platforms like Poo- Pourri does and, is only advertised, in periodic posts on Squatty Potty’s various social media accounts. • As a result, the product does not get nearly as much exposure as Poo-Pourri’s toilet sprays.

9 V.I.Poo:

• Airwick’s toilet spray, V.I.Poo, also emerged on the scene around the same time that Unicorn Gold did. • V.I.Poo has also created an online marketing campaign similar to Poo-Pourri’s, and like the Texas-based company, V.I.Poo also advertises its products on a small handful of social media platforms. • However, these accounts have not attracted substantial amounts of followers and user engagement since the product’s inception in October 2016. • V.I.Poo has 5,741 followers on its Facebook account and has only posted a total of seven times on the platform. • V.I.Poo has over four thousand YouTube subscribers and 199 followers on Twitter. • Unlike Poo-Pourri, V.I.Poo does not have its own Instagram or Pinterest pages. • V.I.Poo’s has released 13 videos on YouTube. Its most watched commercials are the company’s first two online commercials, “Introducing V.I.Poo (full version)” and “Introducing V.I.Poo. (short version)”, which have been seen a total of 6.4 million times. Although these numbers appear to indicate that the videos have been successful, a closer examination of the commercials’ metric suggest otherwise. “Introducing V.I.Poo (full version)” received only 4,000 likes and a total of 2,000 dislikes, while the shorter version of the same commercial accrued more dislikes (293) than likes (86). In fact, these commercials received so many negative comments that the company was forced to disable the comments section under each video!

10 Key Audiences

Primary Audience

Poo-Pourri’s target demographic is comprised of female consumers between the ages of 18 and 49. This audience can be further broken down into two categories: females aged 18-30 and females aged 31-49.

Females aged 18-30:

• students and young professionals in the US and Canada. • who are adept at social media. • who prefer Instagram, YouTube, Snapchat and Pinterest to other social media platforms. • who possess a variety of economic statuses. • who live in a variety of accommodations — i.e., alone, with partners, or with roommates. • who are secretive about their own bowel movements. • who desire an effective toilet spray that makes it seem like they never used the bathroom in the first place.

Females aged 31-49:

• mothers and middle-aged professionals in the US and Canada. • who are less adept at social media than our 18-30 demographic, but are still comfortable using some of the more accessible platforms. • who prefer Facebook and YouTube to other social media platforms. • who possess a variety of economic statuses, but generally have higher incomes and more disposable cash than our 18-30 group. • who are less secretive about their own bowel movements than the 18-30 group. • who have become less put off by the scatological over time (whether from years of diaper-changing or living in close-quarters with their husbands, children, pets and/or roommates). • who desire a toilet spray that can be trusted to do the trick even during the most heinous of toilet crimes.

11 Secondary Audience

Poo-Pourri’s secondary audience is comprised of male consumers between the ages of 18 and 49. This audience can be further broken down into two categories: males aged 18-30 and males aged 31-49.

Males aged 18-30:

• students and young professionals in the US and Canada. • who are adept at social media. • who prefer Instagram, Reddit, YouTube and Snapchat as their social media platforms of choice. • who watch most of their television online or via Netflix, but still watch sports regularly on traditional television. • who possess a variety of different economic statuses. • who live in a variety of accommodations/arrangements — i.e., alone, with partners, or with roommates. • who are not secretive at all about their own bowel movements. • who consider bowel movements to be funny and who have a tendency to brag and make jokes about their most recent fecal accomplishments to their friends and roommates. • who are nonetheless still bothered by the smell of their friends’ and roommates’ bowel movements, despite still finding the act of defecation to be humorous. • who are only conscientious about their bowel movements when in the presence of a partner or a spouse.

Males aged 31-49:

• fathers and middle-aged professionals in the US and Canada. • who are less adept at social media than the 18-30 demographic, but are still comfortable with the more accessible platforms. • who prefer Facebook, YouTube and even Reddit as their social media platforms of choice. • who watch as much sports as possible on television. • who possess a variety in a variety of different economic statuses, but who generally have higher incomes and more disposable cash than the 18-30 group.

12 • who, for the most part, live in apartments or houses with their wives, children, and pets (some live alone). • who are completely transparent about their own bowel movements and who possess limited awareness, and even fewer cares, about their fecal stenches. • who consider bowel movements to be funny and who are likely to brag and make jokes about their most recent fecal accomplishments to their friends and co-workers. • who are nonetheless still bothered by the smell of their co-workers’ and family members’ bowel movements, despite still finding the act of defecation to be humorous. • who are interested in a product like Dude-Pourri for the office or, after enough insistence, to spare their families at home.

Opportunities

Although some male consumers regularly buy Poo-Pourri products, this demographic has remained largely untapped. According to the CIA World Factbook, there are approximately 75 million males between the ages of 18 and 49 currently living in the US. If Poo-Pourri could successfully market, and sell, its products to even just 5% of this demographic, the company’s total sales would skyrocket as a result!

Additionally, Poo-Pourri has already amassed an impressive following on several of its social media platforms. These users genuinely appear to enjoy conversing about their bowel movements, as evidenced from the large number of comments under their Facebook and YouTube posts. The company should consider building a brand-related community for these consumers who are fans of its products on another platform, where they can gather online to post and discuss the lighter side of all things scatological.

Business Objectives

1. Increase sales

2. Increase traffic to website

3. Raise brand awareness

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Business Strategies

1. Market to untapped male demographic.

2. Improve the company’s Poo Blog.

3. Build a brand-related community on Reddit where users and fecal enthusiasts can gather online to exchange scatological witticisms and stories.

Social Media Tactics

Tactic #1: “Dude-Pourri”

Poo-Pourri has spent the last decade successfully marketing its toilet sprays to female consumers aged 18-49. As a result, the company might want to consider shifting its marketing focus towards its secondary audience: males aged 18-49. This demographic has not yet been tapped and could prove to be a consumer gold mine if marketed to correctly.

There is no doubt that Poo-Pourri’s brand of “cheeky” potty humour and fruity-scented sprays cater especially well to the company’s female demographic. However, it is quite unlikely that these same marketing strategies would be as effective for men.

For the most part, men are less taboo about the subject of defecation. Many men joke with their friends about the sizes, colours, and textures of their most recent bowel movements, while some even go so far as to photograph their excrement and then share these images with their pals via text message and Snapchat. And yet, even despite this bizarre behavior, men are still put off by the repulsive stench of feces — perhaps not by their own, but certainly by those of their friends, families, roommates, coworkers and significant others.

Plus, it is unlikely that men would be enticed by some of the fruitier scents currently offered by Poo-Pourri, such as the apricot-hibiscus spray or the lavender-citrus blend.

The company needs a fresh marketing strategy that would appeal to this untapped male demographic, and I believe that the answer is simple. Poo-Pourri should introduce a new

14 line of manly toilet sprays called “Dude-Pourri”, which would feature a variety of male- preferred scents, like new car smell, fresh-cut lawn, backyard BBQ, and sawdust.

To most effectively advertise this new product line to male consumers, Poo-Pourri should create a new series of commercials geared more towards men. These commercials would air not only on its YouTube and Facebook accounts, but also on television during live collegiate and professional sports matches to best target this demographic. The “Dude- Pourri” ads should be humorous, and geared towards men who work with (and/or live with) others who produce insufferably odorous bowel movements.

In its 10-year history, Poo-Pourri has never advertised on television. However, I believe that this medium would be the most effective way to market to this demographic, as recent studies have shown that the average audience for televised sports in the United States is predominantly male. As stated above, there are 75 million males aged 18-49 in the US. If Poo-Pourri could successfully tap into this market, the company would certainly experience a significant increase in sales.

Moreover, the company could measure just how effectively these commercials would translate into physical sales by using a promotional discount keyword at the end of their commercials (i.e. “starfish” or “jellybean”). When the customers then enter these specific keywords to receive their discounts while purchasing Dude-Pourri products, the company would be able to determine how many of their sales have stemmed directly from these series of commercials.

Examples:

1) A split-screen commercial that takes place after the championship game where the victorious team is rushing back to the locker room to celebrate. The team is cheering and is excited to pop champagne and conduct interviews with the press. The other screen shows a tasteful depiction of the team’s towel boy defecating in one of the locker room stalls (TASTEFUL DEPICTION — THIS WOULD BE ON TELEVISION, AFTER ALL!) But the second that the stall door opens, the waft of the bowel movement fills the hall and it is so rancid that everyone refuses to go into the locker room. One of the players dry heaves. The mascot faints. Etc. A voiceover says: “Don’t ruin the celebration. Use Dude-Pourri. Now available in new car smell and fresh-cut lawn!”

15 2) A commercial depicting several construction workers fighting to use a porta potty at a worksite early in the morning. They are all fighting about being able to use the facility before their boss, who has notoriously lethal bowel movements, arrives for work and ruins it for everyone. Someone says something to the effect of: “last time I used it after Carl, I couldn’t get the stench out of my clothes and hair. My wife wouldn’t let me into the house for three days!” (Everyone chuckles and then goes back to arguing.) Then one of the workers says he has found a fix: “Dude-Pourri! It masks even the most putrid odours. I tried it at home and it really works!” The guy then spritzes the porta potty toilet and everyone immediately notices the scent. “Is that freshly-cut lawn?” someone asks. Another worker, with a tear in his eye, says: “It’s glorious.” Workers all start chanting the worker’s name “Bill! Bill! Bill!”, while a voiceover says: “Don’t ruin the washroom for everyone. Use Dude- Pourri. Now available in sawdust and backyard BBQ!”

Tactic #2: Post engaging and humorous original content to the company’s “Uninhibited Fun” and “It’s Only Natural” Poo Blogs a minimum of twice each week.

Currently, the company’s Poo Blog (AKA Throne Diaries) is quite underused. However, I believe that the blog could be one of Poo-Pourri’s most appealing and engaging platforms if the right type of content was posted to it more regularly.

Poo-Pourri brands itself as a company that enjoys talking about everything scatological and it is clear that their consumer base enjoys conversing about the subject as well. So why not make the Poo Blog an internet hub for entertaining toilet-reads and bathroom discourse?

Poo-Pourri could drive a substantial amount of traffic to its website if it was to add more engaging content to its Poo Blog and then provide links to the articles from the company’s social media accounts. Once on the website, these users would not only be able to peruse the contents of the Poo Blog, but they could also check out, and ideally purchase, Poo- Pourri’s toilet sprays.

To transform the Poo Blog into a go-to online destination for fun fecal content, I believe Poo-Pourri would need to focus specifically on adding edgier, brand-related content to the. “Uninhibited Fun” and “It’s Only Natural” blog sections. These are the company’s two most engaging blog sections with, what I believe to be, the highest page view potential.

16 Poo-Pourri should strive to add original content to these two sections every week! These posts should be written casually in tone and include accompanying photos, videos and other multimedia to give the content a more engaging and interactive feel. The posts should also be topical with content that incorporates pop culture, brand-related studies and/or trending brand-related topics.

Moreover, I believe that a section for comments needs to be added to the Poo Blog so that users can converse with one another, as well as with the company, about some of the topics they are reading about. The comments sections on websites like Deadspin, A.V. Club, and Reddit are arguably more fun to scroll through than many of the actual posts because the users are witty and shameless — and often quite skilled at creating hilarious and topical photo-shopped images. This is the type of engagement that Poo-Pourri needs and I believe it would be easily achievable by creating a comments section under each post.

Examples:

I have taken the liberty of creating a sample blog post for both “Uninhibited Fun” and “It’s Only Natural.” The company can use these posts if they wish, but they are intended to serve as more of a guideline for the type of content that Poo-Pourri’s writing staff should be trying to emulate in future posts.

“It’s Only Natural” sample post:

Where does your waste fall on the Bristol Stool Scale?

Doctors Stephen Lewis and Ken Heaton from England’s Bristol Royal Infirmary invented the Bristol Stool Scale in 1997 after compiling and studying fecal samples from nearly 2,000 willing test subjects.

According to the scale, there are seven main categories of feces:

17 They might look like Maltesers or Whoppers, but we can guarantee you they are nowhere near as tasty!

Type 1 is often indicative of severe constipation.

No that’s not a chocolate scrunchie!

Type 2 usually indicates that you are mildly constipated. Try drinking some coffee before you go next time!

Oh Hungry?!?

Jeez, we hope not!

Type 3 is your standard, healthy deposit. The cracks, however, suggest that you might be dehydrated. Drink more H2O and you’ll be shooting out Type 4s in no time at all!

18 The supermodel of poops.

Type 4s are silky, smooth, and often just one uninterrupted log.

If you are producing these beauties, then you are eating and living right. Kudos.

The most bizarre looking of the seven types.

Fluffy and light, like chocolate covered popcorn.

Often passed with an accompanying symphony of percolation sounds.

Indicative of a need for more of fibre in one’s diet.

Looks like fecal mashed potatoes or porridge and is often the result of too much oil, butter or alcohol consumption in your diet.

Type 6 will have you reconsidering your lifestyle choices in a hurry.

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The “I might be here for a while” excrement.

Type 7 is always liquid, and often burning on the way out.

If you experience Type 7 over the course of several straight bathroom visits, make an appointment with your doctor!

“Uninhibited Fun” sample post:

When it comes to movies and television, there are thousands of “best of lists” all over the internet. We’ve all seen them before: “The Top 7 Sports Scenes”; “The Top 6 Kisses”; “The Top 10 Factual Errors”; “Theme Songs”; “Fight Scenes”; “Monologues”; etc.

However, one topic does not get its fair share of exposure in the list community and that is the best poop-related moments in television and movie history.

Without further ado, here is our list of The Top 7 poop-related moments in television and movie history:

7. George Costanza defecates with his shirt off

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Part of Seinfeld’s enormous popularity can be attributed to the way in which the storylines and characters resonate with the average viewer. However, nothing on that show hit closer to home for us, at Poo-Pourri, than the episode where George keeps taking his shirt off while sitting on the can. We don’t all remove our shirts when we sit, but nearly all of us know somebody who does! https://www.youtube.com/watch?v=9copjcVRZ64

6. Groundkeeper Willie unclogging a toilet

Groundskeeper Willie was already one of our favourite characters on the Simpsons. But he might have become our favourite character on the entire show in season 10, when he showed genuine enthusiasm for his job while trying to unclog a toilet at Springfield Elementary. With a smile on his face, Willie gets shoulder deep in some murky water. And upon finding a second log in the bowl, Willie exclaims, “Oh!? Got yourself a partner, do ya?”

5. The “Who Pooped the Bed” episode of It’s Always Sunny in Philadelphia

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The gang from Paddy’s Pub is always getting into some type of adventure or argument and our favourite episode, without a doubt, is when the gang investigates who has been pooping in Charlie and Frank’s bed. In this episode, we learn that the mystery pooper has been eating a considerable amount of shredded newspaper and wolf hair and that all of the characters on the show think that “poop is funny.” We couldn’t agree more! https://www.youtube.com/watch?v=d1WKCEEnbk8

4. Harry unloads in Mary Swanson’s broken toilet

Dumb and Dumber’s Harry Dunne and Lloyd Christmas are best friends. However, when Lloyd suspects that Harry is trying to steal his “girlfriend”, he dumps an entire bottle of super laxative into his buddy’s tea. What results is one of the best poop-related moments in cinematic history — one that could have been resolved, at least in part, if Mary Swanson had a bottle of Poo-Pourri in her bathroom. https://www.youtube.com/watch?v=NwcVJMvVWDA

3. Charlotte poops her pants in the Sex and the City Movie

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We all know not to drink the water when visiting Mexico, lest you want to spend the rest of your vacation on or close to a toilet. However, Charlotte Goldenblatt forgets this crucial bit of information for just a split second while showering in Mexico and pays for it dearly just moments later. Luckily, her accident occurred in front of just Carrie, Miranda and Samantha, and not in the presence of a romantic suitor. https://www.youtube.com/watch?v=mnUfDpO87Y0

2. Mr. Hankey

South Park has always been known to use toilet humour in its episodes. But, never more so than in season one when creators Matt Parker and Trey Stone introduced a Christmas poo named Mr. Hankey to fans of the animated show. Mr. Hankey appears only to Kyle, the town’s lone Jewish boy, and leaves a trail of feces wherever he goes. Incredibly, Mr. Hankey’s catchphrase, “Heidy-Ho!” is still popular to this day. https://www.youtube.com/watch?v=SCWa4Y0lmcA

1. A floating Baby Ruth candy bar causes havoc in Caddyshack

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This might be the most famous poop-related scene in cinematic history. A floating Baby Ruth bar in the pool of the Bushwood CC results in pandemonium from the club’s members and staff, and even causes Judge Smails’ wife to faint when she sees Bill Murray’s character taking a bite out of it! https://www.youtube.com/watch?v=TPxiXGr9nFM

Tactic #3: Create an r/ShootTheShit subreddit

With the exception of an Ask Me Anything (AMA) post in 2014 by company founder, Suzy Batiz, Poo-Pourri has largely avoided advertising its products and brand on Reddit. This is likely because Reddit’s users are predominantly male and generally unreceptive to, if not outright hostile towards, online marketing campaigns.

However, Redditors love to view creative/funny content and participate in humorous comment threads. And this is something that Poo-Pourri can capitalize on by creating a r/ShootTheShit subreddit.

For the most part, this subreddit will feature fun and engaging brand-related third-party content and Poo-Pourri should make an effort to keep this subreddit current by posting new content to it on a daily basis. Poo-Pourri should also be creating conversation threads by posting engaging questions to the subreddit’s subscribers, such as “Describe your most recent bowel movement using a movie title” or “An ace is a bowel movement that involves only one sphincter thrust and one wipe. Have you ever had one?”

Poo-Pourri can also post links to its newest blog additions on this channel, which would redirect Redditors to the company’s Poo Blog when clicked. This would not only increase

24 traffic to the website, but could also lead to an increase in sales if these users peruse the rest of the company website and its artillery of toilet sprays.

It is imperative that Poo-Pourri engages with its customers as much as possible on this platform, both in the comments sections of its own posts and on any posts submitted by the subreddit’s subscribers. This would demonstrate to Redditors that the company is genuinely interested in conversing about the scatological, and not just using the platform as a way to guerilla market to potential consumers. In fact, Poo-Pourri would be wise to disclose its intentions for this subreddit upfront and the company will have an opportunity to do so as the moderators of this channel. At the top of each comments section, a pinned message should state that even though r/ShootTheShit is run by Poo-Pourri, it is not a guerilla marketing campaign, and that at no point will the company ever be advertising any of its products in the subreddit. Rather, the vision for the subreddit is to congregate Reddit’s fecal enthusiasts in a forum where these users can freely converse about the hilarity of bowel movements. Moreover, the company should also make it clear in this pinned message that posting real images of poop, no matter how bizarre, will not be tolerated and will result in an automatic expulsion.

Since Redditors are some of the funniest and most creative commenters on the internet, I believe that Poo-Pourri would greatly benefit by interacting with these users in the comments sections of these posts. Plus, according to a recent study by the Pew Research Center, 93% of Reddit’s user base is aged 18-49 and 67% of its users are male. This would be a great opportunity to further interact with the previously untapped male demographic that the company is trying to attract with its “Dude-Pourri” sprays.

Evaluating Success

Tactic #1: “Dude-Pourri”

• As stated above, the success of the “Dude-Pourri” line will be measured by the total number of bottles sold in the first year (1 million “Dude-Pourri” bottles sold in the first year is the goal). • The success of the Dude-Pourri commercials will be measured by how many times the promotional keyword is used during online transactions.

25 • These commercials will also be posted on the company’s Facebook and YouTube pages. The company can gauge the success of these commercials on these platforms by assessing the number of views, likes, shares and comments that they amass. • We are aiming for 5 million views and one-thousand comments for each of these Dude-Pourri commercials on YouTube.

Tactic #2: Improved blog content

• The success of this tactic will be measured by the total number of unique page views that the company’s Poo Blog amasses in its first year. • If the bounce rate on the company’s Poo Blog decreases or the average visit time to the Poo Blog increases (or both), then this tactic will also be considered to have been successful. • I’m not sure what the bounce rates and average visit times for Poo-Pourri’s blog are right now. But at the very least, the company should be looking to reduce its bounce rate by 25%, in addition to doubling its average visit time to the Poo Blog.

Tactic #3: Creation of r/ShootTheShit subreddit

• The success of this subreddit will be determined by its number of subscribers and by the total number of upvotes and comments for each post in the channel. • In terms of raw numbers, Poo-Pourri should consider 25,000 subscribers to r/ShootTheShit in the first six months of its existence to be a success. • Success will also be measured by the ratio of company-generated posts to user- generated posts within the subreddit. If Poo-Pourri is posting five times relative to every user post, then it would be obvious that the subreddit has not been very successful and that not much of a brand-related community has formed. Conversely, if Poo-Pourri is only posting three times relative to every user post, then it will be obvious that a community has indeed formed and that redditors are now flocking to the subreddit to post brand-related content. • If any r/ShootTheShit post is upvoted to Reddit’s front page, this tactic will automatically be considered to have been successful.

26 Conclusion

In a little over a decade, Poo-Pourri has developed an impressive social media following. And, with its nearest competitors trailing the company in sales, social media presence, and product exposure, Poo-Pourri has essentially cornered the before-you-go toilet spray market.

By focusing on marketing to males aged 18-49, who comprise Poo-Pourri’s secondary consumer market, the company can increase its sales exponentially and rule over the entirety of the toilet-spray kingdom. Plus, Poo-Pourri’s popularity is likely to jump to the next level with these proposed online communities on the company’s Poo Blog and on Reddit. Poo-Pourri has the products, marketing skills, and online presence to become a billion-dollar toilet-spray company in the near future, and I believe that if it follows the tactics listed above, the company be well on its way to achieving this goal.

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