proozy work

PROOZY

Introduction / Executive Summary:

Proozy is a promising and enterprising e-commerce company based out of St. Paul, Minnesota. The company prides itself on delivering high quality, name brand products to its customers at discounted prices. It is one of the many daily deals websites trying to gain an advantage over tech giants Amazon and Ebay. Proozy is on the verge of gaining a larger market share in a highly competitive market, and the way to accomplish this is through the use of social media channels. Specifically via Youtube. The Youtube advertisement scene has quickly become the most popular space to advertise for big retail firms like Target and Walmart (“Pathmatics”, 2020). However, Youtube ads are not the most effective way to use the social media platform. We suggest a different and more unique course of action to differentiate from the competition. ProozyTube is Proozy’s opportunity to make a splash in the social media scene of e-commerce companies. ProozyTube is the name of the new Youtube channel that will help push Proozy past all of its competitors. The Youtube channel will focus on giving its viewers high quality, sports orientated content that will also be promoting the Proozy brand. By creating a team of high profile members of the online sports community, ProozyTube can create entertaining and sport-oriented content for its viewers while pushing and growing the Proozy brand.

Current Issue Facing Proozy:

The most pressing issue facing Proozy is their weak marketing compared to competitors. For example, Proozy's social media is miniscule; their Instagram and Twitter profiles have 5,000 followers each, they do not have a Youtube channel, and their biggest platform, Facebook, has only 10,000 followers. Comparing these numbers to competitors like Amazon and Ebay, they are minnows swimming amongst sharks. According to IBIS World, the daily deal market has increased by 12.5% since 2015, incrementing to a $6b market (O'Connor, 2019). With the market continuing to grow at an increasing rate, Proozy needs to attack their weakness and maximize their business for the future.

Steps to Take:

ProozyTube is the social media identity that will make Proozy stand out against all of its competitors. The first step to implementing the ideal channel is to build a team of Youtube influencers. Many Youtube channels are made up of a team of content creators to keep content fresh and appeal to a wide variety of audiences. For example, the Youtube channel “Dude Perfect” is focused on a team of 5 friends who all create different sports related videos. By emulating “Dude Perfect” with our own team of influencers, we will be able to gain similar success. The main reason to have an entire team over a single individual is related to the success of “Dude Perfect” in the sports community. According to a Statista market study on sports related content creators, “Dude Perfect” was in the top 10 in social media followers (“Adweek”, 2015). This same list contains major brands such as ESPN, Redbull, and the NBA. We want the main idea of the channel to be entertaining, sport-oriented videos that appeal to Proozy’s active consumer base. We want these videos to be appealing to all sports audiences, while also showing off the Proozy brand. Videos with our team members playing golf all while promoting Proozy’s golf attire would be the general gist of the channel.

The next step to implementing this idea would be to promote the channel. Even though our team can create great content, promoting the channel through Youtube sponsorships would boost our channels viewership. The best way to do this would be through sponsoring more popular Youtube channels to promote ProozyTube. Youtube videos are the third most effective content type of social media and it is where we are more likely to gain viewers than from basic Youtube ads (“Mediakix”, 2019). This method has become very popular among smaller companies. They will sponsor influencers with followers in the range of 1-20 million (also known as “Digital Trailblazers”) to promote their products. In a report done by FullScreen, a prominent industry researcher for Millenial and Gen Z audiences, it was found that followers of social media trailblazers were more motivated to take action with a social media post than any other type of influencer (Chowdhary, M., & Grimaldi, S., 2018). By creating the ProozyTube team and promoting the channel, Proozy will increase brand name and increase their market share.

Conclusion:

Proozy wants to expand their business to compete with competitors and eventually maximize their potential in the "daily deal" market. Their biggest issue with increasing business, is their minimal brand marketing. Their social media platforms are all under 10,000 followers and do not differentiate themselves among competition. To expand their market share, Proozy should create their own Youtube channel, ProozyTube, where they would market their daily deals through sport oriented videos. By creating a team to run ProozyTube and promoting the channel through sponsoring other Youtube channels, ProozyTube can help Proozy become a front runner in their industry. This new channel will not only promote their deals, but will diversify their customer base through an entirely new platform.

References

Adweek. (2015). Volume of internet users worldwide who follow sports content creators

on social media in 2015, by content creator (in million followers) [Graph]. In Statista. Retrieved February 11, 2020, from https://www-statista-com.proxyiub.uits.iu.edu/statistics/802381/global-social-media-users-who-follow-sports-content-creators-by-content-creator/

Chowdhary, M., & Grimaldi, S. (2018). Influence by the Numbers: The Lowdown on

Who's Really Influential Online: Fullscreen: Social Content for Talent and Brands. Retrieved February 8, 2020, from https://fullscreen.com/2018/03/27/influence-numbers-lowdown-whos-really-influential-online/

Mediakix. (2019). Leading content types viewed as most effective in influencer

marketing according to marketers in the United States as of January 2019 [Graph]. In Statista. Retrieved February 11, 2020, from https://www-statista-com.proxyiub.uits.iu.edu/statistics/1042371/marketer-most-effective-content-types-influencer-marketing-us/

O'Connor, C. (2019). Industry Market Research, Reports, and Statistics. Retrieved from

https://www.ibisworld.com/united-states/market-research-reports/daily-deals-sites-industr

y/

Pathmatics. (2020). Leading YouTube advertisers in the United States in 4th

quarter 2019, by number of impressions (in millions) [Graph]. In Statista. Retrieved February 11, 2020, from https://www-statista-com.proxyiub.uits.iu.edu/statistics/1094368/us-youtube-advertisers-ranked-by-impressions/

Layout: ProozyTube

1. Cover Page (Jayson)

2. Title Page (Jacob)

3. Letter to Proozy (Lulu)

4. Table of Contents (Brett)

5. List of Figures (Brett)

6. Executive Summary(Andy)

7. Introduction (Matt)

a. Mission Statement (Matt)

8. Recommendations

a. ProozyTube(page1) (Matt and Jacob)

i. Team of content creators (page 2-3)

1. Who should be on the team of content creators

b. Promoting ProozyTube (page 4)

i. Collaboration with other youtubers (page 5)

ii. Social media shoutouts (page 6)

c. Social Media (7) (Jayson and Brett)

i. Facebook & Twitter(Brett), Instagram, Snapchat (Jayson)(8-10)

ii. Just reached 1m views on website in october, Can promote proozytube on website too (11) (Jayson)

d. Target audience (12)

i. Millenial and Gen Z audiences (13)

ii. Moms, what proozy thinks their target audience is (14)

9. Implementation (Read steps to take section above) (Lulu)

a. Make a channel

b. Assemble a team

c. Start making videos (video ideas)

d. Youtubers and Influencers to sponsor the channel

e. Expanding to all social medias

f. Promoting proozytube everywhere

10. Timeline (Jayson)

11. Swot #1 (Andy)

12. Swot #2

13. References (everyone)

https://iu.pressbooks.pub/app/uploads/sites/119/2018/05/Executive-Summary.png