Female Opps: Scooter's invests in experiential event, sponsorship under new CMO (Score 51)

Sales Lead: To celebrate National Dog Day on August 26, Scooter's Coffee started searching for its first-ever "Dogfluencer."

• Customers can enter the contest on social channels and/or at experiential events at Scooter's brick-and-mortars.
• According to the company's coffee chief community officer, Bill Black, this effort was designed to ramp up to the upcoming debut of a fall menu with popular pumpkin products.
• Scooter's also recently became the title sponsor of the Frisco Bowl college football game in TX (see video above).
  • The multiyear partnership allows Scooter's to be the official bowl name, beginning with this year's game on December 19, 2023.
• The company will likely:
  • Increase spend during the rest of Q3
    • ​​​​​​​This leads me to believe it would benefit readers to reach out to secure ad dollars in Q4-Q1 since Scooter's will likely invest in similar initiatives next year.
  • Continue shifting strategy under its new CMO (more below)
  • ​​​​​​​Invest in similar experiential activations and sponsorships
  • Keep increasing spend
  • Seek new agency partners
• Target demographic: 
  • ​​​​​​​Gen-Z and millennials with a strong female skew

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Scooter's has spent approximately $717.2k toward digital ads YTD, 21% more than the approximately $594.2k spent by this point last year.
  • YTD data: So far this year, the company has earned roughly 101.6m digital impressions, 66% via Facebook ads and 34% via Instagram ads.
  • Last year: Scooter's estimated full-year 2022 p3end, $990.3k, marked a 55% increase from that of $639.2k in 2021.
• Additional channel insights  
  • The company utilizes Facebook and online video (via Youtube Android and Youtube.com) ads.

Additional agency insights:

• Opportunity: Malorie Maddox, Scooter's CMO since March 2023, may still conduct agency reviews, so get on her radar soon.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.