A Well Known Swamp Monster Solidifies Its Reign As Market Leader

Want to know how to create a successful website for your nutrition product?  Simply follow "The Gator" into the bayou, or onto the Internet in this case.  In a June 2010 issue of Ad Week, author Elaine Wong documented the creation of the Gatorade Performance Center, an interactive web portal generated through an agreement between Gatorade and Stack Media - a nationwide producer of sports, training, and lifestyle content for athletes.  Not only has Gatorade's online outlet allowed the sports drink manufacturer to build on its cult-like following amongst teen athletes, it has also served as a means to successfully combat increasing competition in the market for electrolyte replacement beverages and other similar products.  Oh yeah, and Gatorade did all for under $1 million.  Despite my September 13th Nutrition Note, I guess Coach Klein was right Bobby Boucher, water really does suck.



Click The Icon For Online Access!

The Gatorade Performance Center acts as more than just a promotional tool for "super water" and "wicked liquid."  The website also serves as an online resource for high school athletes, a fundamental reason for its impressive success, which I will discuss shortly.  Users who access the Gatorade Performance Center can choose from many features to help them augment their abilities, both on and of the field, track, or court.  Some tools in particular include:





• "Ask The Experts" - Training/Nutrition blogs, videos, and articles

• Custom daily workouts

• "My Performance Tracker" - Exercise monitoring and athlete comparisons/discussion forums

• Real-Time chatting with fitness professionals and coaches nationwide

• Tip Of The Day" - Daily exercise/nutrition advice

• "Featured Athletes" - Athlete profile sharing

• "The Science of G-Series" - Information about Gatorade's newest products

Now, although Gatorade is not necessarily my cup of tea - most of its flavors and options contain too much sugar and extra "fluff" for my tastes - I cannot argue with the creativity and success of the Gatorade Performance Center.  And by success, I mean success.  Although dated, consider some statistics, identified as Key Performance Indicators in the Digital Advertising world, from the website's first 3 months of operation:

• 100 million site visits (Initial goal: 62.5 million visits)

• 15 million "Performance Tracker" registrations

• 1000 inquiries inside the site's "Ask The Experts" feature

Campaign manager Bob Porcaro (OMD, Chicago) attributes such achievement to the website's targeting specificity.  Obviously, connecting with the right audience in the right place can go a long way, and the Gatorade Performance Center does just that.  In fact, the online portal offers such a high degree of athlete affinity that it has almost taken on the form of a Social Media outlet.  Such "GatorBook" features include interactive athlete profiles, "The Wall" (i.e. comment sharing), and the "Coaches Corner" - a tool that allows coaches to communicate with their team members via e-mail or real-time chatting.

Well Mr. Bobby Boucher, the verdict's in and Mama was wrong; alligators are not "ornery because they have all them teeth and no toothbrush."  The way I see it, Gatorade's success with the Gatorade Performance Center leaves them without a care in the world.

Andrew's Advice - Training Tips, Nutrition Notes, and Healthy Habits

Nutrition Note (September 21,2011)

Eat your damn breakfast.

Please pardon my french, but your kindergarten teacher was right - The best way to start your day is with a balanced breakfast.  And by "balanced" I do not mean pouring your bowl of Cinnamon Toast Crunch while hopping on one foot and juggling donuts, coffee cake, and leftover pizza.  To give you the energy you need throughout your day, your morning meal should contain healthy choices.  Need some ideas?  Here are a few items that typically appear on my A.M. menu:

1.  Eggs.  Whether they came before the chicken or after it, eggs will give you the strength needed to come in first place.  Eggs contain essential proteins and amino acids that help your body re-build after a night full of "beauty sleep."  If the fat content of eggs worries you, skip the yolks and go for an egg-white omelet instead. 

2.  Cottage Cheese.  High in protein and low in fat.  Need I say more?

3.  Fresh Fruit.  Bananas, oranges, apples, etc. not only provide your body with fast-acting carbohydrates that boost your energy levels, they can also help satisfy your sweet tooth.  In addition, most fruits possess a considerable amount of vitamins, minerals, and anti-oxidants, which help deter illnesses and fight infection.

4.  Whole Grain Oats.  My personal favorite, and by favorite I mean I eat it like I would cake.  In contrast to fresh fruit, the slow-acting carbohydrates in oatmeal serve as an energy source for an extended period of time, allowing you to tackle your daily activities with ease.  Also, because of oatmeal's high fiber content, consuming a bowl at breakfast will aid your body's digestive processes, and will make you feel full for hours.  By the way, when referring to oatmeal, I do not mean those "instant" packets that come in a wide range of "fruit" or "spice" flavors.  Although they offer convenience, pre-packaged oatmeal varieties usually contain a significant amount of sugar and other additives that contradict the idea of a healthy breakfast.  Instead, choose real, whole grain oats.  You can find them at virtually any grocery store, just look for the silo that has a friendly old man in a blue hat on it.  If you have yet to come in contact with this saintly gentleman and his hearty rations, here's a beautiful portrait of him to aid you in your search:

No one wants to grind their way through the day.  By consuming a healthy breakfast each morning, you can supply your body with the energy and nutrients it needs to tackle all of your daily activities, both large and small, with ferocity and ease.

Don't forget to share your ideas with me via E-mail (snydeaab@uni.edu), Facebook, Twitter, or LinkedIn, or by leaving a comment below!

Now, Go Find Mr. Quaker!

Andrew Snyder

Ad Week Article: Elaine Wong (6/14/2010) - Less Than $1 Million: OMD/Gatorade