The Orthotic Group

“Rising to the Challenge”

Eoin Conroy, Marketing Consultant, TOG

Overview

Case Studies

Business of Sport

Case Study – Irish Open

• Huge success in 2006

• Attendances in excess of 60,000

• However, no consumer facing brands

• Commissioned independent research

• Inform our consumer facing partners on realities of Irish Golf

• Create additional sponsorship revenues

Case Study - Opel

• Opel sponsor the GPA awards

• Engage 35 Dealerships nationwide

• Commit to grass-roots GAA

• Commit to the local community

Case Study - Powerade

• In early 2006, Powerade No. 3 in Irish market-place• Challenger Brand concept thinking• Cutting edge sponsorship asset activation

Where we add value!

Business of Sport/ Sponsorship Asset activation/ Creative thinking on Marketing Strategy

Current client includes; Irish Open at Adare Manor 2007/ 2008/ 2009 Irish Handball Lifestyle Sports The Orthotic Group Opel Ireland Powerade jontoms M Donnelly sponsorship portfolio OB Sport www.worldsportsday.com

Previous experience includes Commercial Management of Vodafone Ireland Sports Content Portfolio

“What a marketing coup!”

The Pitch!

• MBT would like to help people all over the world lead a healthier, more active and happier life

• MBT is convinced that human fitness and health are significantly influenced by the way we walk – this conviction has already been substantiated objectively by many scientific studies

• MBT therefore attempts to awaken and strengthen the

awareness of physiologically correct walking among people world-wide by disseminating the idea and concept of MBT physiological footwear

Your saviour!

• Activates neglected muscles

• Improves posture and gait

• Tones and shapes the body

• Can help with back, hip, leg & foot problems

• Can help with joint, muscle, ligament, and tendon injuries

• Reduces stress on hip and knee joints

• MBT activates the whole body

MBT’s are better than orthotics!• The MBT functions like an active orthotic rather than passive

support• MBT is an active footwear device, which stimulates the

intrinsic musculature of the foot and will over time help to re-establish the arches in the feet

• MBTs also serve as a proprioceptive tool thereby enhancing ankle stabilising musculature

• In some cases it is possible to combine MBTs with orthotics but this should only be done under the supervision of a specialist podiatrist or physiotherapist

• It is possible to wear heel raises in MBTs if an individual has a true leg length discrepancy, (usually due to a congenital abnormality or due to a fracture of the femur or tibia)

We do everything! Sports• Masai Barefoot Technology is used in sports: many

professional athletes rely on MBTs for regeneration, prevention and accelerated healing of injuries and in endurance and coordination training

We do everything! – Daily Use

• Masai Barefoot Technology in everyday use: train muscles, burn calories, protect joints ... while you're doing something else

• Shopping, in the office, at home

• MBTs act as training equipment, every step of the way

They are everywhere!

Press Publications

• The Corkman 12-07-2007• Navan Weekender 12-07-2007• Mayo Echo 27-06-2007• Daily Mail 09-06-2007• The Daily Mail 02-06-2007• The Irish News 24-04-2007• Northern People 17-01-2007• Limerick Leader 06-01-2007• Clare Champion 29-12-2007• Tuam Herald 07-12-2006• Connaught Tribune 01-12-2006• Cork Independent• Meath Chronicle• Limerick Leader

Press Publications

• The Carrigdun• Sunday World• Waterford News & Star• South City Express• Sligo Weekender• Evening Herald• Daily Ireland• Daily Mirror• Leinster Leader• Daily Mail• Ireland on Sunday• Irish Independent• Irish Examiner• The Kingdom

• Donegal on Sunday• Woman's Way• Waterford Today• Tyrone Constitution• Footwear Today• Easy Living Magazine• Kildare Times• Business & Finance• Vi & Fi• Sunday Tribune• Irish Times• Sunday World (May 2005)

Press Publications

Press Coverage The Corkman – 21-07-07

Distribution nationwide!

• Pharmacy

• Own Stores

• Boutiques

• Shoe Stores

• Sports Stores

• Department Stores

• Gym's

• Sports Clinics

They have taken there show to the people of Ireland

In Shopping Centres everywhere!

• As part of the campaign, the company plans to continue its two-month-old program called Try, Trust and Love, which takes MBT on the road to health and wellness expos, trade shows and fitness events nationwide

• The program features an MBT-branded van and tent and allows people to try on MBT shoes for themselves

• Knowledge of the MBT brand has commonly been spread via word-of-mouth recommendations

As we speak…..

• This weekend– Riverview Shopping Centre, Bandon– Clarehall Shopping Centre, Malahide

• Next weekend– Mahon Point Shopping Centre

They are going to take overIreland!……if we let them!

On breaking into Ireland

• Since Noel May introduced MBTs to Ireland in spring 2004, almost 100,000 pairs have been sold here

• Despite having a small advertising budget, May met his initial target of selling 5,000 pairs in a year within six months.

• “In my experience, consumer purchases, once decided upon, are driven by proximity and convenience. So while we may fit more MBTs in the main showrooms, the knock-on sales will permeate out to the dealer network.”

Noel May - MBT Ireland

• “Our aim is to reach a point where every adult in Ireland has at least one pair of MBT’s. The MBT corporate goal is to put MBT into the top 10 premium footwear brands by 2010 and we are committed to this target”

So what are we going to do about it?

We are the Challenger Brand!

Acting like a Challenger….• We have a strong, powerful sales

network…..YOU!• We have a better product• We bring real change to our consumers

health and well-being• We have a strong consumer base• We need to out-think, out-smart and out-

fight our competitors!• We are not number 1 so we will work

harder!

Our own Consumer!

• We have 30,000 of them!

TOGS Consumer Profile      

Age category Total Male Female.

  % % %

10 to 19 10 4 6

20 to 35 40 28 12

36 to 45 25 13 12

46 to 55 13 7 6

56 to 75 12 9 3

Total 100 61 39

Customer Testimonials

Customer Testimonials• “My name is Tony Griffin. I am a 26 year old senoir

county hurler. Throughout my career I have always looked to technology, innovation and new training techniques that could help give me an edge over my competition. As I am studying Sports Sciences in University I read about the TOG orthotic and how it helps the foot perform better while competing in sport. I decided to get my foot scanned which was easy and very informative. My practioner showed me wear my foot was deficient and prescribed me a custom made orthotic. Since wearing my orthotics I have taken my performance to a new level. Last year I won the 2006 Vodofone All- Ireland Allstar Award. My foot not only feels like I have more spring but it also gives me extra agility and speed. TOG have defineltly improved my performance and I thank them for it. Do yourself a favour- if you want an edge get your foot scanned by your local practitioner for TOG Orthotics.” Tony Griffin, Sport Science Student, Clare Hurler

The Consumer challenge for TOG

• Orthotic Group/ GaitScan – Not a consumer brand

• Consumer education strategy required (that is centred on The Orthotic Group)

• Product would be *viewed as a medical foot correcting device

• Sales process – medical advice given to consumer to wear them

• Lack of knowledge/understanding/ awareness of orthotics

• They can be perceived as expensive by consumers

Introducing TOG 2008…..A new direction!

Marketing/ PR Strategy• Client has stated intention to invest in a

Marketing/ PR campaign• We have devised a combination of the following;

The Orthotic GroupBrand

PR Consumer Strategy

PR CorporateStrategy

Lead Generation Strategy

Consumer Marketing Strategy

Marketing – Phase One• Phase 1 Consumer will commence in January 2007 and run for 12 months• 6 week run-in to full PR/ Marketing launch• Due to the ability of sport to create a platform to talk to a potential audience of 1,570,000 sports people• Late January/ early February (Full PR Launch)• Four Sports Ambassadors• Hurling, Gaelic Football, Rugby and Golf• Irish sporting icons with nationwide appeal• We will also unveil a template for a local marketing plan for each of YOU to leverage in order to support the

national campaign

Public Relations – Phase One

• Consumer Media (Print – Radio/ online to follow)– Easy Health Magazine– Health Service Review– Health Living & Wellbeing Magazine– Irish Times (Medical Supplement)– Emerald Rugby– Golf Digest Ireland– GUI Magazine– Highball (Official GAA Magazine)– Hooker Rugby– Irish Runner– Sports Monthly (Irish Independent Magazine)– Mad About Sport (Sunday Tribune Magazine)

Public Relations – Phase One• Consumer Media (TV – Radio/ online to follow)

– Ireland AM– Seoige & O’Shea– The Afternoon Show– Health oriented TV programming– OB Sport– Nationwide

• Consumer Media (Radio)– Operation Transformation (Gerry Ryan Radio Show – Jan ’08)– Ray D’Arcy Show– Moncrieff Show (Newstalk 106-108)– The Last Word (Today FM)– The Right Hook (Newstalk 106-108)

• Details available on PR plan!

Corporate Marketing Strategy

Marketing – Phase One

• In order for the national marketing and awareness campaign to succeed, it is crucial that consumers recognise TOGS at practice level

• We will support you with one the strongest internal marketing structures in the Irish Marketplace!

We will market so you don’t have to!

• Monthly Practice Newsletter

• Monthly Newsletter for your consumers

• Find a practitioner on the new website

• Patient Education DVD

• Patient Recall Letter

• Monthly ambassador endorsement

• Foot Models

Corporate Newsletter

Framed Posters for your Practice

Framed Posters for your Practice

The little Book of Pain!

The little Book of Pain!

The little Book of Pain!

Corporate DVD and A5 Leaflets

Where do we go from here!

• What is the cost of one local advert in your local county paper?

€?

Where do we go from here!

• A co-operative marketing fund

• National marketing campaign will be redundant without practitioner commitment and support!

• This represents a massive challenge as WE ARE This represents a massive challenge as WE ARE NOT IN THE BUSINESS OF GENERATING AN NOT IN THE BUSINESS OF GENERATING AN AWARENESS OF THE IMPORTANCE OF ORTHOTICS AWARENESS OF THE IMPORTANCE OF ORTHOTICS – IT’S CREATING THE AWARENESS OF THE – IT’S CREATING THE AWARENESS OF THE IMPORTANCE OF ORTHOTICS FROM THE ORTHOTIC IMPORTANCE OF ORTHOTICS FROM THE ORTHOTIC GROUP AND WHERE TO GET THEM (YOU)GROUP AND WHERE TO GET THEM (YOU)

For a commitment of €500…..

• All of this and more…….

GPA

Next Steps…..Together!