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Plugg

Total-Package Campaign Keeps Generation Y Plugged In
  • Public Relations
  • Consulting
  • Guerilla Marketing
  • Integrated Marketing Campaign
  • Trade Show Events/Marketing
  • Strategy Development



Brand Name: Plugg

Product/Service Type or Description: Retail/Consumer Products


Overview:
MZI Global® Consultants Develop Total-Package Campaign To Keeps Generation Y Plugged-In

When street wear company Plugg came to MZI Global Inc. they were in need of promotional strategies for their clothing brand which incorporates the sport of skateboarding.  They wanted to quickly penetrate the notoriously fickle teen market, and establish a unique brand identity within the popular skateboard enthusiast market. MZI Global® market entry consultants realized that in order to gain acceptance among the constantly changing opinions possessed by the teen market, they would need to make all marketing messages extremely relatable to Plugg’s target audience.

Situation Analysis:
  • Target Market: urban and suburban, ages 12-20
  • Hobbies and interests of demographic include skateboarding, snowboarding, roller skating, and alternative music
  • Need to establish reputable brand image
  • Need for marketing material
  • Market research revealed that the target market was characterized by teens who tended to be very individualistic but cohesive within their own age groups

Marketing Challenge:
  • Develop an influential brand image that would seamlessly relate to the targeted teen market
  • Establish creditable brand awareness
  • Increase distribution channels nationwide to facilitate increased access for consumers
  • Efficiently penetrate this fast-moving and elusive target market that is characterized as being notoriously fickle

MZI Global® Solutions:
  • Used Ethnosynergism® business model to connect Plugg with their target market
  • Developed a comprehensive marketing campaign from concept to completion which included:
    • An ad campaign which portrayed a sense of belonging within the skate ‘scene’ while still allowing one to express their individual and unique identity.
  • Print, television, and radio ad production were utilized; all visual ads illustrated real life skaters instead of models and actors, which sent a relatable identification to generation “Y-ers”
    • Implemented guerilla marketing at promotion oriented youth events
    • Trade Show Display; designed booth and additional marketing materials
    • Reconstructed web page to draw attention to unique selling points
  • Designed and published a promotional comic book; theme of teen super heroes who protect the environment (issue free with purchase of Plugg merchandise)
  • Conducted a public relations campaign to establish and maintain a positive brand image
  • Produced a complete B2B market campaign to appeal to designated retail buyers
  • Cultivated beneficial industry relationships for the brand including: Filene's, Hecht, Strawbridge, Foley, Robinson-May, Kaufmann's, Famous-Bart, LS Ayres, Meier & Frank, and Buckle's

MZI Global® Results:
  • MZI Global® results revealed a tremendous customer base for the once unknown brand
  • MZI Global Inc. was able to take advantage of cross-selling techniques and increase the scope of marketing dollars by encouraging consumers to purchase complimentary goods and services provided by Plugg’s partner company BMX king Mongoose
  • Demand for Plugg rose substantially—leading to an increase in profits