Orabrush Case Study

Orabrush Case Study

 

In 2008 the Orabrush cleaner was invented in 2008 by Dr. Bob Wagstaff. Even though Dr. Wagstaff had a good product, he was having trouble securing retail distribution. The few stores that did give him space for his product had very disappointing sales. He even tried to do online sales as well as an infomercial. Both of these avenues were unsuccessful for him as well.  He spent two years trying to market his product. Jeff Harmon, the marketing lead for Orabrush, decided to come up with a video about bad breath. In the video, there is a spokesperson that talks about bad breath and ways to tell if you have bad breath. After that, he then begins to give the consumers reasons why Orabrush is the best way to eliminate bad breath. After doing this video, the sales for Orabrush increased drastically. Their conversion rate for the video was way higher than the conversion rate for the AdWords campaign.

Jeff and BYU former student tried to create AdWords campaigns that could produce a more significant conversion rate. Unfortunately, they were not able to do so. The reason for this could be not producing enough ads, using ads that didn’t reflect target keywords, failing to use Ad Groups and the use of unnecessary multiple campaigns. They were unable to produce enough advertisements which could have covered all the keywords targeted by a consumer. Each of the keywords should have been accommodated by several text Ads so that they would have been able to measure the best working Ads. Covering all the bases is not effective with a single Ad. They also could have failed to use keywords that were recorded in the Ad headlines, which could have lowered the performance of their ads. Having enough ad groups would have covered the essential themes part of advertising with Orabrush. New ad groups require new ads when it comes to uniqueness and keyword themes. Lack of content bids is the main reason why no profit was being made during the AdWords campaign. The network would have been more extensive, which meant more clicks. More clicks could have turned into conversions. Since they didn’t do that they did not get enough clicks, which meant that they ended up failing to convert. Having use of unneeded multiple online campaigns could have also caused an issue in profits in the AdWords campaign. Going about it the way they did means they kept targeting the same market with the same geographical settings, in turn, meant less marketing. What they should have done was set up multiple campaigns with content and search networks that target several different regions and have lots of campaigns with advertising with different dates.

The average value per person is a measurement of the total amount of money that is brought each time a customer visits your website. It is essential to understand the importance of a visitor to the site to get your average value per visitor. The value of every visitor is equal to the revenue that was generated divided by the number of visitors to the site. The value of the visitor is the average value per visitor. The average value per visitor can also be referred to as the revenue per person. Orabrush was able to hit a gold mine with their YouTube video. After they made the YouTube video, they began to market it. They were paying for advertising on YouTube which meant more people were viewing their video. They then were able to increase their conversion rate by optimizing their website landing page. They were also able to maximize their end-of-video-messaging so that they could improve their view percentage for those who clicked the link to the website. Another thing they did was purchase endorsements from famous YouTube celebrities. Using all of these tools made the Orabrush a product winner. The YouTube advertising success was able to get a distribution deal with Walmart.

If I were Jeff, I would choose to Facebook ads to send consumers to orabrush.com rather than the YouTube video. The reason for this is on the websites home page you can run your YouTube video as well as a couple of endorsements from the YouTube celebrities. It also gives the consumer the opportunity to explore the site and gain more information about the product as well as the company. Posting ads to a website is far cheaper than doing YouTube advertising. When displaying ads on a website, you have to make sure that the site is also up to standard and remains present online. Even using the original website is more convenient. It gives the consumers the chance to look at testimonials for the products. Being able to see this information provides the consumer with a little bit more trust in the company. Increasing the credibility of the company will in turn website clicks into conversions. It also solidifies the online presence of the company.  The higher the presence, the more online sales they will get. Online presence was significant to the development of Orabrush’s brand.

When it comes to online advertising and sales, many complications are faced. Those complications include security issues as well as internet fraud. With this in mind, the website has to have up to date security systems in place so that consumers’ information is not being stolen. Being fully aware of this I think that Jeff will consider more of the traditional advertising and retail distribution. He is being aware of protecting the reputation of the company. Keeping with the reputation of the brand having the product in retail stores can put the product in an area where it is easily accessible for the consumer. They can touch, feel, and even talk with sales personnel about the product. Doing this will give the consumers a sense of trust with their money and product. The marketing and advertising costs are another reason why Jeff would favor the traditional retail distribution. Looking at the legal issues that come along with online marketing is also a reason for Jeff to want traditional retail distribution. When making online sales, you protect consumer’s privacy, as well as making sure that their rights are being protected. It is a lot to think about and handle, so I see why Jeff would continue to want retail distribution.

 

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