Stryker

Who am I?

Interests

What Drives Me?

Furthering Education

Stryker

NSE Marketing Associate

Presentation

• Graduate School
• National University of Health Sciences

• Medical School
• MCAT
• 2014 Application

Brent Geers

• Hometown: Grand Rapids, MI

• Grand Valley State University '13
• Education
• Biomedical Sciences
• Athletics
• Football

• Increasing My Value

• Achieving Goals

• Overcoming Adversity

• Building Impactful Relationships

by Brent Geers

Stryker NSE

Questions???

Candy Bar Campaign

3 Major Considerations

Target Audience

Competition

Regulations/Logistics

• Labeling
• Manufacturing
• Distribution

• Strengths
• Weaknesses
• Market Penetration

• Taste preference
• Price point
• Demographics

How?

Organization

Impactful Advertising

• Collaborate to overcome obstacles
• Willingness to succeed
• Productivity and innovation

"Beauty Sketches"

AchievingGOALS

Customers

• Passionate about healthcare
• Availibility for support
• Accurately and effectively communicate

Demonstrating My Value

The Numbers

Awards

• Beauty Sketches won top honors at Cannes Lions Creativity Festival in 2013 (USA Today)

Views

• Over 114 million total views one month after its release
• Became the most viral ad video of all time (BusinessInsider)

Sales

• Responsible for 33% ($15 million) of revenue growth within one month for 2013 (Unilever)

• Organization
• Customers

Sharability

• 25 different languages
• 33 Dove YouTube Channels
• 110 countries

Misguided Marketing

Brent Geers

Beyond The Numbers

Resolving The Issue

bp's Mistakes

Hard work beats talent when talent doesn't work hard

Impactful

1. Focus on plugging the hole

2. Do not make any promises, focus on restoration.

3. Re-establish credibility and trust through communication

My value to Stryker

• Passionionate
• Knowledgeable
• Strong Communicator

1. Spent $93.4 million on ads in just 4 months following the spill

• New York Times

2. CEO's apology commercial not perceived as sincere

• "Nobody wants this over more than me, I'd like my life back."

3. Later commercials showed prestine harbor

4. Never took full responsibility for the spill

How to compete against me?

• Try to match me
• Challenge my integrity
• Look for weaknesses

• Connected directly with target audience

• Elicited a deep, emotional connection

• Challenged the media stereotype of "beauty"

Raise the bar.