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Digital Analysis & Recommendations

MKT595: Group 4

Tom Zanichelli, Ratklao Srisamai,

Annt Maung & Dhwani Patel

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What is “Scrub Daddy”?

  • Invented in the mid-2000s by Aaron Krause
  • Innovative Cleaning Product
  • Versatile Scrubbing Materials
  • FlexTexture & Smiley Face Design :)

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  • Target Market: Households, Families, Eco-Conscious Consumers, Cleaning Enthusiasts, etc.
  • Net Worth: $300 Million in 2023�

“The American’s Favorite Sponge”

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WEBSITE & MOBILE DESIGN

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WEBSITE & CONTENT

Pros

  • User-Friendly
  • Colorful branding
  • Unique product line

Cons

  • Separate website for e-commerce “The Smile Shop by Scrub Daddy”
  • Geared solely for B2B

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Public Relations and News

https://www.courierpostonline.com/story/news/local/south-jersey/2016/06/15/sj-inventor-wins-award-his-sponges/85918292/

https://www.phillymag.com/business/2015/06/01/scrub-daddy-shark-tanks-biggest-success-story/

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B2B Focus

Open a Business account leads to warning.

Blog posts are Evergreen.

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Social Media

Marketing Strategies

Owned Media

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  • Control over websites
  • Official websites
    • scrubdaddy.com
  • Social media profiles
    • Facebook, Instagram, etc
  • Other content platforms
    • TikTok, YouTube, etc

Earned Media

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  • User-generated content
    • Created by cleantokers via TikTok
  • Earned publicity
  • Earned partnership
  • WOM and eWOM

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Social Media Presence

TikTok | Instagram | Facebook | X | YouTube | Pinterest

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Social Media Presence

TikTok | Instagram | Facebook | X | YouTube | Pinterest

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TRAFFIC ANALYTICS

Traffic Devices

  • Mobile: 460k
  • Desktop: 93k

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Traffic Channels

  • Organic Search: 150k
  • Direct: 55k
  • Organic Social: 12k

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ORGANIC SEARCH

  • Strong presence in organic search
  • 12K keywords in Google’s top 100 organic search results
  • Focus on branded and non-branded keywords
    • 265K branded keywords
    • 28K non-branded keywords
  • Organic competitor
    • Ex. scrubdaddy.co.uk

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PAID SEARCH

  • Use just 35 keywords for paid search
  • BBQ Daddy is the best result from paid search

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Support And Discover

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FAQs

  • What is Scrub Daddy made from?
  • What surfaces can I use my Scrub Daddy on?
  • Is Scrub Daddy tested on animals?
  • Is Scrub Daddy biodegradable?
  • How do I clean my Scrub Daddy?

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  • Scrub Daddy is made from a highly engineered polymer foam called Flex Texture that is exclusive to our brand.
  • Independent lab tests confirm that Flex Texture is safe for use on a wide range of surfaces, but it's advisable to conduct a small test in an inconspicuous area if you have any doubts.
  • No.
  • Test results pending.
  • Hold under warm running water and massage gently. Feel free to add a mild soap if needed.

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BLOGS

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X DIRECT COMPETITORS X

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Strategy Recommendation

Introduce email marketing and then launch a subscribe and save service if you order directly from them.

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“This is a super-important quote”

- From an expert

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Thanks!

Q&A?

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