Haven McCoy
Fall 2024
Objectives + Strategies + Tactics
Below is a table that displays the objectives, strategies, and tactics that are being used to market the Oral-B iO Electric Toothbrush. The objectives are how we will measure the success of the marketing plan once it is implemented. The strategies are the objective are to be achieved. The tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met.
Objectives
Strategies
Tactics
Objectives are how we will measure the success of the marketing plan once it is implemented
Strategies address how objectives are to be achieved
Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met
Objective 1:
Increase overall sales by 15% in the next quarter.
Strategy 1:
​Increase the number of ads that are put out to get the product more exposure.
Tactic 1: Campus partnerships and discount campaigns by partnering with the campus bookstore and health centers. Set up promotions where students can purchase the Oral-B iO toothbrush at a discounted price through campus bookstores or health centers. Including dental hygiene tips from university health professionals could enhance trust. We could also give exclusive discounts where we offer a limited-time student discount (e.g., 20-25% off) specifically for IU Indianapolis students, promoting this deal through university newsletters, social media channels, and student groups. A referral program where students can earn rewards or extra discounts for referring peers could further amplify sales.
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Tactic 2: Influencer and peer reviews on social media could increase sales by partnering with student influencers or micro-influencers within the IU Indianapolis community to create content showcasing their experience with the Oral-B iO. Authentic reviews, unboxing videos, or “daily routines” featuring the toothbrush on platforms like Instagram, TikTok, and YouTube could raise awareness and drive sales among their peers. We could also gain leverage with peer reviews and word-of-mouth by encouraging students who purchase the product to leave reviews or post about their experience on social platforms. Offering a small incentive (e.g., entry into a giveaway or an additional discount on future purchases) for reviews or social posts can help boost word-of-mouth and increase sales organically.
Objective 2:
​Acquire 100 new customers in 60 days through digital marketing.
Strategy 2:
​Increase the amount and quality of ads we are putting on social media/digital sources.
Tactic 1: Run targeted ads on social media platforms by utilizing platforms like Instagram, TikTok, and Facebook to run geo-targeted ad campaigns focused on IU Indianapolis students. The ads should highlight key product benefits, such as superior cleaning technology and stylish design, and offer exclusive discounts (e.g., "Save 20% for IU Students") to create urgency. Including engaging visuals, short videos, or influencer endorsements will increase appeal. A clear call to action (e.g., “Shop Now” with a direct link to the product page) can drive immediate conversions.
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Tactic 2:Email marketing campaign with personalized offers by using email marketing to reach IU students by offering exclusive discounts and personalized content. Start by building or leveraging an email list of IU students (via university partnerships or campus events) and launch a multi-stage drip campaign. The first email could introduce the Oral-B iO with a special offer (e.g., “Get 25% off your first purchase”), followed by reminder emails showcasing customer testimonials, product features, and countdowns to deal expirations.
Objective 3:
​Achieve a 25% increase in customer retention over the next 6 months.
Strategy 3:
We could develop a customer loyalty program that would be either points-based or tiered that rewards repeat purchases, referrals, or social media interactions. It could also offer exclusive discounts, free samples, or early access to new products for loyal customers.
Tactic 1: Have a subscription-based replenishment program that offers a replenishment subscription for replacement heads. We could launch a subscription program where customers can receive regular shipments of replacement brush heads every 3-6 months at a discounted rate. This encourages repeat purchases while ensuring users consistently maintain their toothbrushes. Providing flexible subscription plans like customizable delivery intervals and offering free shipping as an added incentive can enhance retention.
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Tactic 2: Send personalized follow-up emails based on usage cycles or implement a rewards or loyalty program. We can use data on the average lifespan of toothbrush heads to send timely email reminders when customers are likely to need a replacement. Include personalized recommendations like compatible brush heads and offer a small incentive (such as 10% off) to encourage the purchase of refills or other Oral-B products. We could also launch a customer loyalty program where users earn points for each purchase or engagement (e.g., writing reviews, sharing on social media). Customers can redeem points for discounts, exclusive offers, or even free brush heads. Gamifying the retention process through milestone rewards (“After 6 months, earn a free accessory”) can keep customers engaged and returning over time.