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Jade Colon Intro to Marketing Professor Jan Gera Scrub Daddy Twitter Analysis November 27, 2017

Go to Scrub Daddy on Twitter (1,115 Tweets/2,367 Favorites) Review the tweets Create a report that details the following: I am looking for specific NUMBERS or fractions - i.e. 1/4 of the tweets detail the benefits of the product ◦1. Number of tweets that “Benefits” of the product The number of tweets that benefit the product is fairly high when going through Scrub Daddy’s twitter account. They love to point out the benefits of this product. I would say that tweets about the benefits, account for about 20% ◦2. Number of tweets that are positive and negative about the “Look” of the product There are many positive tweets about the “look” of the product. Within the tweets I analyzed, the majority of these tweets came from Aaron, himself. He puts out images and describes how it looks and how that is beneficial in it’s own way. I would say that tweets about the “look”, account for about 15% of the tweets. ◦3. Number of tweets that are positive or negative about the “ Quality” of the product There are also many positive tweets about the quality of the product. Compared to the amount of negative tweets, positives truly outweigh them. It is actually rare to see a negative tweet about this product, since it is well known and has a tremendous amount of support going into this product to make it the best. A few select individuals have had issues and have no problem tweeting them out to make everyone aware. Some people have complained about how the product falls apart, not too long after purchasing. However, this is not something they have to enforce so often, due to the fact of all the positive feedback and if you are aware of the product, they enforce quality more than enough in infomercials (QVC).They even include when Scrub Daddy will be on QVC and repost some of those clips. I would say that tweets about the “quality”, account for about 15% of the tweets. ◦4. Number of tweets that are positive or negative about using the product I would say that tweets about “using the product”, account for about 50% of the tweets. I say this because not only is Aaron and Lori Greiner posting about what the Scrub Daddy products are able to do, the customers are tweeting with how amazed they are with all that the Scrub Daddy products can accomplish. There are also customers that help to generate positive/negative feedback on how they feel about using the product. Using the product is the whole point of this twitter account and all the other advertising and marketing, so it makes sense that the tweets about

Jade Colon Intro to Marketing Professor Jan Gera Scrub Daddy Twitter Analysis November 27, 2017

using the product would be the largest section out of all Scrub Daddy’s tweets. ◦Make a note of anything that really stands out. → “Scrub Daddy is proud to have sent 10,000 Scrub Daddys to aid in the clean up of Hurricane Harvey! Thank You..” Scrub Daddy was able to take their product and be able to send their sponges to help clean up the damage Hurricane Harvey caused. → Lori Greiner is constantly tweeting about this product and its inventor, Aaron. Since she is one of his biggest supporters and the reason he is well known since he was a guest on Shark Tank. → a customer tweeted something nice about Scrub Daddy and Aaron sent her some merch to thank her for her good words. She posted this along with a photo of the items that Aaron sent her. This is a good way to generate more positive feedback; a form of incentive. ◦ Write down an example of each category i.e. Benefit - “Did you know you can use your @ScrubDaddy for cleaning the refrigerator? Yeah, neither did I. And it was AMAZING.” Look - “Officially obsessed with my @ScrubDaddy thanks to @TPerlotto. Never buying a normal sponge again! (posted a photo along with tweet)” Quality - “Never realized how much I loved @ScrubDaddy & #scrubmommy until I just washed a load of dishes without one...brb on my way to buy some more” (displays that she feels as though the Scrub Daddy sponge is well worth it, better quality than a regular sponge. Using the products - The @ScrubDaddy is the real deal. Works for anything, took paint off my skin fast w/ no pain and was easy to clean. What a value.”

Write a summary of your findings. What is the overall opinion of the product through the Twitter followers. While going through Scrub Daddy’s twitter feed. It was clear to see that a lot of it was ads, items to promote the selling of the Scrub Daddy products. Lori Greiner, a member of the Shark Tank team is one of his largest supporters and she makes her presence well known on his twitter feed. She is constantly posting about when the new products are going to be released, along with current promotions of what Aaron has to offer. There are also a lot of customers that will tweet him and let him know how amazing they think his product is and thanking him for the creation of this “fantastic sponge”. The overall opinion of the product through the Twitter followers is that they genuinely love his product. From seeing it on a screen to actually testing it out, people have found that they are amazed by this product and all of it qualities that just help to improve it’s reputation. People love the fact that the Scrub Daddy is hard when cold and soft when warm.

Jade Colon Intro to Marketing Professor Jan Gera Scrub Daddy Twitter Analysis November 27, 2017...