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» Online Strategy, Paid Search in General, PPC Analysis & Case Studies » Hotwheels vs. Matchbox. Who’s on the Right Track in Online Marketing?

Hotwheels vs. Matchbox. Who’s on the Right Track in Online Marketing?


Before I dive into the details, have you ever noticed that in the Toy aisles of Dept. Stores, Matchbox and Hotwheels are always on either end of the aisle. Have you also noticed that they both often have the same retail price, yet Hotwheels has a bigger selection? (I have a 4 yr. old, I swear!!!!). Well, what we see “offline” can be imitated online and in this case, Hotwheels is the dominant winner in PPC, Organic Search and Social Media, even though both brands are owned by the same company Mattel Inc.

Here are just a few comparisons provided by SpyFu PPC Competitive Software

 

Organic Rank/Keywords: OUCH!!!
- Winner: Hotwheels


 

Related Organic Keywords: That’s It?
- Winner: Hotwheels


 

PPC Budgets: Geez, Nothing at all?
- Winner: HotWheels

Twitter Page: Matchbox has nothing to Tweet About?
- Winner: HotWheels

 

In Conclusion:

Mattel is obviously choosing the brand that they want to be visible online and using their ad dollars to prove it. In a recent article from Proactiveinvestors.com  entitled “Mattel posts Q4 profit helped by Hot Wheels and Barbie sales” the Chief Executive Bryan Stockton states “Sales for Mattel’s Wheels segment – which includes the Hot Wheels, Matchbox and Tyco R/Co brand – jumped five percent.” The significance of this statement is that he included Matchbox, even though we have seen is obviously not involved in any progressive online marketing strategies and/or PPC Ad Budgets. So the next time you are walking down the toy cars aisle, just think about this post.

 

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3 Responses to "Hotwheels vs. Matchbox. Who’s on the Right Track in Online Marketing?"

  1. [...] staff members of the marketing department of Morkels head-office were asked to … Access Content Page 1 Of 19 © 2010 Paul Barrs Publishing. All Rights …Page 1 of 19 © 2010 Paul Barrs P…eight:bold; text-transform:capitalize;">Page 1 Of 19 © 2010 Paul Barrs Publishing. All Rights [...]

  2. So the chicken or the egg question…. do they promote Hot Wheels because it is the bigger seller or is it the bigger seller, because they promote it more?

  3. Genny Floyed says:

    Obviously it is bigger due to promotion. If they targeted adult collectors for example, for just a while with Matchbox old style cars the collectors may gobble them up. Check out Ebay. The adult collector – as I have read from some – is not as interested in the silly styles that Hot Wheels has lately.
    Just my personal thoughts from a daughter who’s father worked 40+ years at Chrysler in Michigan.

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