The Solowheel Campaign was chosen as the product for an annual advertising challenge for college students in the UNC J-school class "Advertising Campaigns." As a team, we designed a fully integrated campaign to expose an extremely niche target audience to our luxury product known as an alternative option for transportation.
Welcome to the next edition of our Snapshot Report.
The report will present this industry based on 3 discovered trends/ disruptions:
- PIN alternatives and what are the innovations within payment confirmations
- DIY finances and how financial service institutions are educating their customers on personal finance management and beyond
- Quick access to personal banking via various different mediums
Operating with personal funds and savings on a daily basis is becoming easy, customer-friendly and convenient.
LG launched the LG Viewty smartphone in India to compete with the iPhone. They conducted extensive consumer research to understand what Indian consumers wanted in a mobile phone. LG partnered with Bollywood actress Deepika Padukone to promote the Viewty and positioned it as a stylish smartphone with features comparable to the iPhone at a lower price point. An integrated marketing campaign including celebrity endorsements, media events, and online contests helped LG exceed their sales targets and establish the Viewty as a desirable brand in India.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.
Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:
1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.
Sustainability: Ecology & Economy // Snapshot Series LHBS
Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples
Uber is a transportation network company founded in 2009 that operates in over 630 cities worldwide. The document discusses Uber's marketing planning process which involves market research, production and sales planning, opportunities analysis, and technical development research. It then provides details on Uber's history, competitors, organizational structure, objectives to achieve worldwide domination, and marketing strategies involving target marketing, product positioning, and a SWOT analysis. The marketing mix discusses pricing consistency, distribution expansion, and a referral promotion. Finally, action programs are outlined for 2015 involving kiosk launches, social media campaigns, app store promotions, and new customer offers.
Welcome to the next edition of our Near Future Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we will be tackling the 3 following themes:
- Shared Value Creation - where we will explore how to create new and valuable relationships between brands and consumers above and beyond UGC
- Unconventional Touch Points - where we focus on reaching audiences through unconventional channels while building loyalty through offering useful experiences & services
- Virtual Reality - a well-known trend that deserves a closer look since it will increasingly determine how we consume media in the nearest future.
Take a look at our three stories where we identify what is happening, why is it important for brands and also a few recommendations from our side.
Spotify is a leading on-demand music streaming service with over 140 million paying subscribers. It operates on a "freemium" model where basic services are free but a premium subscription unlocks additional features like ad-free listening and offline downloads. Spotify has dominated the on-demand music market through its huge library of songs and playlists, as well as personalized recommendations and features like Discover Weekly. It is also expanding into new areas like podcasts. Spotify delivers value to customers by providing personalized access to music and audio content to enrich every moment.
Welcome to the next edition of our Snapshot Report.
The report will present this industry based on 3 discovered trends/ disruptions:
- PIN alternatives and what are the innovations within payment confirmations
- DIY finances and how financial service institutions are educating their customers on personal finance management and beyond
- Quick access to personal banking via various different mediums
Operating with personal funds and savings on a daily basis is becoming easy, customer-friendly and convenient.
LG launched the LG Viewty smartphone in India to compete with the iPhone. They conducted extensive consumer research to understand what Indian consumers wanted in a mobile phone. LG partnered with Bollywood actress Deepika Padukone to promote the Viewty and positioned it as a stylish smartphone with features comparable to the iPhone at a lower price point. An integrated marketing campaign including celebrity endorsements, media events, and online contests helped LG exceed their sales targets and establish the Viewty as a desirable brand in India.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.
Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:
1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.
Sustainability: Ecology & Economy // Snapshot Series LHBS
Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples
Uber is a transportation network company founded in 2009 that operates in over 630 cities worldwide. The document discusses Uber's marketing planning process which involves market research, production and sales planning, opportunities analysis, and technical development research. It then provides details on Uber's history, competitors, organizational structure, objectives to achieve worldwide domination, and marketing strategies involving target marketing, product positioning, and a SWOT analysis. The marketing mix discusses pricing consistency, distribution expansion, and a referral promotion. Finally, action programs are outlined for 2015 involving kiosk launches, social media campaigns, app store promotions, and new customer offers.
Welcome to the next edition of our Near Future Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we will be tackling the 3 following themes:
- Shared Value Creation - where we will explore how to create new and valuable relationships between brands and consumers above and beyond UGC
- Unconventional Touch Points - where we focus on reaching audiences through unconventional channels while building loyalty through offering useful experiences & services
- Virtual Reality - a well-known trend that deserves a closer look since it will increasingly determine how we consume media in the nearest future.
Take a look at our three stories where we identify what is happening, why is it important for brands and also a few recommendations from our side.
Spotify is a leading on-demand music streaming service with over 140 million paying subscribers. It operates on a "freemium" model where basic services are free but a premium subscription unlocks additional features like ad-free listening and offline downloads. Spotify has dominated the on-demand music market through its huge library of songs and playlists, as well as personalized recommendations and features like Discover Weekly. It is also expanding into new areas like podcasts. Spotify delivers value to customers by providing personalized access to music and audio content to enrich every moment.
The document is a business plan for a proposed mobile app called ParkIt, which aims to help drivers in Los Angeles find available parking spots more easily. Some key points:
1. ParkIt will use drones and GPS technology to pinpoint available parking spots and display them on the app for users. It will be available on both iOS and Android.
2. The target market is drivers in Los Angeles County, where traffic and difficulty finding parking is a major problem. ParkIt believes there is significant potential for growth and market share in this area.
3. Marketing strategies will include posters, radio ads, and social media. The app will also partner with local businesses to share parking availability and attract more users.
UBER 2.0 Final Presentation - Final Project - IIM Lucknow InternshipArijit Mondal
Uber is introducing an upgraded app called Uber 2.0 to provide an improved customer experience during trips. Uber 2.0 will offer in-car entertainment like monitors with content, newspapers and magazines. It will integrate additional services like bill payments and travel booking. The app aims to address customer needs like boredom, stress and knowing their location by consolidating third-party apps. Uber 2.0 will have subscription plans starting at Rs. 249 monthly and will offer comfort features for senior citizens. The goal is to enhance customer engagement and generate more revenue to reinvest in research and development.
Uber and Lyft both utilize social media platforms like Facebook, Twitter, Instagram, LinkedIn and YouTube to market their ride-sharing services. The document analyzes each company's presence on these platforms, noting things like posting frequency, content strategy, and follower counts. It determines that while Uber succeeds in more formal environments, Lyft wins by taking a fun, entertaining approach that consistently engages customers. Lyft posts new, relevant material on all of its platforms to capture attention in the competitive social media space.
OnePlus is a Chinese smartphone manufacturer known for its marketing strategy of relying heavily on digital platforms and influencer marketing rather than traditional advertising. The company builds loyalty through engaging content on platforms like Instagram, Twitter, Facebook, YouTube, and LinkedIn. Notable aspects of OnePlus's strategy include their initial invite-only system, hiring celebrities as ambassadors like Amitabh Bachchan and Robert Downey Jr., and partnering with influencers for product launches.
Uber is a transportation network company that offers ridesharing, food delivery, and other services worldwide. In 2019, Uber had over 110 million users globally and aimed to increase app downloads and website traffic through its social media strategy. Key goals included increasing Facebook traffic by 20% and YouTube viewership/downloads by 40%. Uber's social media strategies included paid promotion on Facebook, owned content like contests on Instagram/Twitter, and influencer partnerships. Creative campaigns like delivering kittens for National Cat Day raised money for animal shelters and increased Uber's following.
Touch-Point Technology: Transforming the Customer JourneyLHBS
Technology has become a part of almost every day-to-day activity. Things are no different for how brands do business. The customer journey has been transformed to address rising expectations in speed, precision, personalization and security through implementation of technologies at crucial touch-points, or the moments of interaction between the brand and the customer.
This snapshot explores three trends we see in today’s brands’ use of technology at touch-points along the customer journey:
Reducing customer effort
Re-humanizing interactions
From responsive to predictive
6 students of IIPM final year have done a research on what is OOH. the industry metrics have been presented and and the various factos on which the growth of this industry will depend upon. the numerous examples of media vehicles under OOH and the pricing factors of each have been presented in this powepoint presentation.
VisionsLive - a provider of online market research tools and services - decided in late 2015, to carry out an un-commissioned piece of research to use as a case study for the online qualitative approach.
The company and brand chosen for this was the global transportation company phenomenon – UBER.
UBER has since changed brand identity, however this piece of research (which was carried out prior to the company’s rebrand), goes some way to validate retrospectively, that these innovative entrepreneurs managed to anticipate the needs of their customers in their quest to drive the brand forward in the global marketplace.
The document also uncovers some quite startling and revealing observations in the way that qualitative research aspires to deliver - not only just information, but also to provide meaningful and actionable insights into what consumers truly think and want by using effective techniques designed to tap into their deeper thoughts and emotions.
Welcome to the latest edition of our Snapshot. In this edition, we explain the increasing importance of messaging platforms and highlight how businesses and organisations are using chat apps as marketing and communications channels in innovative ways. Finally, we end with some key implications on what the future of messaging platforms might look like.
The report is divided into three parts:
- WHAT IS HAPPENING - We explain the increasing importance of messaging platforms.
- THE BEST OF MESSAGING APPS - We highlight innovative ways businesses and organizations are utilizing chat apps.
- LEARNINGS
The document discusses potential futures for the automotive industry in light of changing social trends and new technologies. It presents three theses: 1) Dealerships will become showrooms and cars will be sold online; 2) People will rent cars through carsharing rather than owning them; 3) People will be driven by autonomous vehicles rather than driving themselves. The key driver behind these changes is sustainability, as people move away from individual car ownership. For car manufacturers to survive, they will need to reinvent themselves, just as companies like Nike, Red Bull and Burberry have done by redefining their purpose. One potential future scenario described is a mobility provider that manages all of a person's transportation needs through an app, without the need
Influencers Now: The Current State Of Influencer MarketingLHBS
Ways of communicating have always evolved, only now they’re arriving faster than ever before. It’s becoming increasingly instantaneous, visual, authentic and personal in terms of the content being shared, and the younger generation need brands to keep up.
Online influencers are fitting the bill with their 24/7 presence, high engagement and openness of every aspect of their lives.
This snapshot evaluates the current state of Influencer Marketing to help inspire brands in how they could approach collaborations:
Who are they?
Where are they?
How are they used?
Everything has already been said about Uber. Or has it? Both fascinating and repulsive, closely watched by the media and politicians, the Californian unicorn’s growth model hasn’t been spared any sort of criticism.
And yet, valued at $68 billion, the firm mesmerizes VCs as never seen before and inspires every week countless articles, op-eds, infographics and columns – not including numerous bills… It’s because, just like the whole digital revolution, Uber questions every habit, system, model and belief.
In order to go beyond these debates, FABERNOVEL offers an analysis devoid of any political or ideological consideration, a study to understand Uber’s growth model – that we see as viral – and to delve as much as possible into its success factors.
If you’re interested in our work and you wish to organize a presentation for your team, just send us a message at hello at fabernovel.com
Uber signed a strategic investment deal with Times Internet to help expand in India. Times Internet will help Uber navigate regulatory obstacles and grow its marketing and distribution in India. Uber faces challenges expanding globally from legal issues with taxis in various countries. India is Uber's second biggest market, and it is investing heavily there through partnerships like with Times Internet to understand local markets and consumers better. The taxi market in India is large but still developing, with opportunity for growth in organized sector players like Uber.
The Best Of Snapshot is an ongoing series prepared by the LHBS Inspiration-Hub team. Snapshots are filled with curated signs and cases related to a certain topic or industry and are selected around the three following areas of our expertise: business development, brand building and customer experience.
This one features signs and cases related to Pinterest— and its influence on the consumer behaviour, communication and the e-commerce possibilities.
The 'Uber-Economy': how marketplaces empowering casual workers disrupt incumb...FrenchWeb.fr
Qu'est-ce qui distingue l'évolution progressive d'un secteur, amené à intégrer le digital à son coeur de métier d'une véritable «ubérisation»? C'est à cette question qu'a souhaité répondre la banque d'affaires Clipperton avec son rapport.
Why Mobile Is The Future Of Customer Engagementcandylabs
Three key reasons businesses are investing in mobile: 1) Smartphone shipments are accelerating rapidly as more are sold each year than PCs; 2) Mobile engagement is higher as people spend more time on their phones; 3) Mobile is a social technology as users are twice as likely to share content on their phones than desktops. Case studies show how companies like Uber and WPP have optimized processes and improved customer experiences through mobile applications.
From Wasted to Wellbeing: Fostering a Sense of Community in Festivals of Exer...LHBS
Festivals are rapidly shifting their focus from just giving an opportunity to party and drink to having more of a wellness character. Consumers still crave of connecting with friends and other peers and want to make unique experiences. However, trends like the health and wellness economy are changing their mindset towards how they define fun and a good time hanging out with friends.
This snapshot explores wellness and fitness festivals from three different angels:
- fostering a sense of togetherness in a more digital, isolated world
- leveraging the health consumer mindset of the “FitGen”
- providing unforgettable occasions to celebrate in the experience economy
Uber launched in San Francisco in 2009 as an app-based transportation network and has since expanded to 70 cities globally, raising $1.5 billion for expansion. Uber offered free promotional rides which helped gain more customers through word-of-mouth referrals. As the company has grown, Uber has seen increases in both employees and the number of rides given annually. Customers praise Uber's convenient and easy-to-use app that allows them to quickly request rides and see details of the driver and route.
Uber's Rapid Growth with Innovative Strategy Mubeena Soomro
Uber rapidly expanded from its founding in 2009 in the United States to over 65 countries and 570 cities globally by 2012-2013. Using an innovative strategy of operating as a transportation network without owning vehicles or directly employing drivers, Uber was able to double its revenues every 6 months. However, Uber's aggressive expansion tactics and controversial practices have led to increasing lawsuits, bans in some areas, and conflicts with regulators and the taxi industry.
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
Dude where's my car. Product & Marketing Innovation Deep DiveGood Rebels
The Spotify and Netflix generation is as comfortable sharing and subscribing to their driving options as they are to their entertainment. Smart players will place equal emphasis on monetising services as they will innovating their product range.
If the trends seen in this report become reality, a business based purely on production and volume sales will fail. Traditional OEMs must become service-based businesses to thrive.
Find out how to thrive if you are a product or marketing automotive professional.
Automotive Product & Marketing Innovation For MillennialsGood Rebels
The Spotify and Netflix generation is as comfortable sharing and subscribing to their driving options as they are to their entertainment. Smart players will place equal emphasis on monetising services as they will innovating their product range.
If the trends seen in this report become reality, a business based purely on production and volume sales will fail. Traditional OEMs must become service-based businesses to thrive.
Find out how to thrive if you are a product or marketing automotive professional.
The document is a business plan for a proposed mobile app called ParkIt, which aims to help drivers in Los Angeles find available parking spots more easily. Some key points:
1. ParkIt will use drones and GPS technology to pinpoint available parking spots and display them on the app for users. It will be available on both iOS and Android.
2. The target market is drivers in Los Angeles County, where traffic and difficulty finding parking is a major problem. ParkIt believes there is significant potential for growth and market share in this area.
3. Marketing strategies will include posters, radio ads, and social media. The app will also partner with local businesses to share parking availability and attract more users.
UBER 2.0 Final Presentation - Final Project - IIM Lucknow InternshipArijit Mondal
Uber is introducing an upgraded app called Uber 2.0 to provide an improved customer experience during trips. Uber 2.0 will offer in-car entertainment like monitors with content, newspapers and magazines. It will integrate additional services like bill payments and travel booking. The app aims to address customer needs like boredom, stress and knowing their location by consolidating third-party apps. Uber 2.0 will have subscription plans starting at Rs. 249 monthly and will offer comfort features for senior citizens. The goal is to enhance customer engagement and generate more revenue to reinvest in research and development.
Uber and Lyft both utilize social media platforms like Facebook, Twitter, Instagram, LinkedIn and YouTube to market their ride-sharing services. The document analyzes each company's presence on these platforms, noting things like posting frequency, content strategy, and follower counts. It determines that while Uber succeeds in more formal environments, Lyft wins by taking a fun, entertaining approach that consistently engages customers. Lyft posts new, relevant material on all of its platforms to capture attention in the competitive social media space.
OnePlus is a Chinese smartphone manufacturer known for its marketing strategy of relying heavily on digital platforms and influencer marketing rather than traditional advertising. The company builds loyalty through engaging content on platforms like Instagram, Twitter, Facebook, YouTube, and LinkedIn. Notable aspects of OnePlus's strategy include their initial invite-only system, hiring celebrities as ambassadors like Amitabh Bachchan and Robert Downey Jr., and partnering with influencers for product launches.
Uber is a transportation network company that offers ridesharing, food delivery, and other services worldwide. In 2019, Uber had over 110 million users globally and aimed to increase app downloads and website traffic through its social media strategy. Key goals included increasing Facebook traffic by 20% and YouTube viewership/downloads by 40%. Uber's social media strategies included paid promotion on Facebook, owned content like contests on Instagram/Twitter, and influencer partnerships. Creative campaigns like delivering kittens for National Cat Day raised money for animal shelters and increased Uber's following.
Touch-Point Technology: Transforming the Customer JourneyLHBS
Technology has become a part of almost every day-to-day activity. Things are no different for how brands do business. The customer journey has been transformed to address rising expectations in speed, precision, personalization and security through implementation of technologies at crucial touch-points, or the moments of interaction between the brand and the customer.
This snapshot explores three trends we see in today’s brands’ use of technology at touch-points along the customer journey:
Reducing customer effort
Re-humanizing interactions
From responsive to predictive
6 students of IIPM final year have done a research on what is OOH. the industry metrics have been presented and and the various factos on which the growth of this industry will depend upon. the numerous examples of media vehicles under OOH and the pricing factors of each have been presented in this powepoint presentation.
VisionsLive - a provider of online market research tools and services - decided in late 2015, to carry out an un-commissioned piece of research to use as a case study for the online qualitative approach.
The company and brand chosen for this was the global transportation company phenomenon – UBER.
UBER has since changed brand identity, however this piece of research (which was carried out prior to the company’s rebrand), goes some way to validate retrospectively, that these innovative entrepreneurs managed to anticipate the needs of their customers in their quest to drive the brand forward in the global marketplace.
The document also uncovers some quite startling and revealing observations in the way that qualitative research aspires to deliver - not only just information, but also to provide meaningful and actionable insights into what consumers truly think and want by using effective techniques designed to tap into their deeper thoughts and emotions.
Welcome to the latest edition of our Snapshot. In this edition, we explain the increasing importance of messaging platforms and highlight how businesses and organisations are using chat apps as marketing and communications channels in innovative ways. Finally, we end with some key implications on what the future of messaging platforms might look like.
The report is divided into three parts:
- WHAT IS HAPPENING - We explain the increasing importance of messaging platforms.
- THE BEST OF MESSAGING APPS - We highlight innovative ways businesses and organizations are utilizing chat apps.
- LEARNINGS
The document discusses potential futures for the automotive industry in light of changing social trends and new technologies. It presents three theses: 1) Dealerships will become showrooms and cars will be sold online; 2) People will rent cars through carsharing rather than owning them; 3) People will be driven by autonomous vehicles rather than driving themselves. The key driver behind these changes is sustainability, as people move away from individual car ownership. For car manufacturers to survive, they will need to reinvent themselves, just as companies like Nike, Red Bull and Burberry have done by redefining their purpose. One potential future scenario described is a mobility provider that manages all of a person's transportation needs through an app, without the need
Influencers Now: The Current State Of Influencer MarketingLHBS
Ways of communicating have always evolved, only now they’re arriving faster than ever before. It’s becoming increasingly instantaneous, visual, authentic and personal in terms of the content being shared, and the younger generation need brands to keep up.
Online influencers are fitting the bill with their 24/7 presence, high engagement and openness of every aspect of their lives.
This snapshot evaluates the current state of Influencer Marketing to help inspire brands in how they could approach collaborations:
Who are they?
Where are they?
How are they used?
Everything has already been said about Uber. Or has it? Both fascinating and repulsive, closely watched by the media and politicians, the Californian unicorn’s growth model hasn’t been spared any sort of criticism.
And yet, valued at $68 billion, the firm mesmerizes VCs as never seen before and inspires every week countless articles, op-eds, infographics and columns – not including numerous bills… It’s because, just like the whole digital revolution, Uber questions every habit, system, model and belief.
In order to go beyond these debates, FABERNOVEL offers an analysis devoid of any political or ideological consideration, a study to understand Uber’s growth model – that we see as viral – and to delve as much as possible into its success factors.
If you’re interested in our work and you wish to organize a presentation for your team, just send us a message at hello at fabernovel.com
Uber signed a strategic investment deal with Times Internet to help expand in India. Times Internet will help Uber navigate regulatory obstacles and grow its marketing and distribution in India. Uber faces challenges expanding globally from legal issues with taxis in various countries. India is Uber's second biggest market, and it is investing heavily there through partnerships like with Times Internet to understand local markets and consumers better. The taxi market in India is large but still developing, with opportunity for growth in organized sector players like Uber.
The Best Of Snapshot is an ongoing series prepared by the LHBS Inspiration-Hub team. Snapshots are filled with curated signs and cases related to a certain topic or industry and are selected around the three following areas of our expertise: business development, brand building and customer experience.
This one features signs and cases related to Pinterest— and its influence on the consumer behaviour, communication and the e-commerce possibilities.
The 'Uber-Economy': how marketplaces empowering casual workers disrupt incumb...FrenchWeb.fr
Qu'est-ce qui distingue l'évolution progressive d'un secteur, amené à intégrer le digital à son coeur de métier d'une véritable «ubérisation»? C'est à cette question qu'a souhaité répondre la banque d'affaires Clipperton avec son rapport.
Why Mobile Is The Future Of Customer Engagementcandylabs
Three key reasons businesses are investing in mobile: 1) Smartphone shipments are accelerating rapidly as more are sold each year than PCs; 2) Mobile engagement is higher as people spend more time on their phones; 3) Mobile is a social technology as users are twice as likely to share content on their phones than desktops. Case studies show how companies like Uber and WPP have optimized processes and improved customer experiences through mobile applications.
From Wasted to Wellbeing: Fostering a Sense of Community in Festivals of Exer...LHBS
Festivals are rapidly shifting their focus from just giving an opportunity to party and drink to having more of a wellness character. Consumers still crave of connecting with friends and other peers and want to make unique experiences. However, trends like the health and wellness economy are changing their mindset towards how they define fun and a good time hanging out with friends.
This snapshot explores wellness and fitness festivals from three different angels:
- fostering a sense of togetherness in a more digital, isolated world
- leveraging the health consumer mindset of the “FitGen”
- providing unforgettable occasions to celebrate in the experience economy
Uber launched in San Francisco in 2009 as an app-based transportation network and has since expanded to 70 cities globally, raising $1.5 billion for expansion. Uber offered free promotional rides which helped gain more customers through word-of-mouth referrals. As the company has grown, Uber has seen increases in both employees and the number of rides given annually. Customers praise Uber's convenient and easy-to-use app that allows them to quickly request rides and see details of the driver and route.
Uber's Rapid Growth with Innovative Strategy Mubeena Soomro
Uber rapidly expanded from its founding in 2009 in the United States to over 65 countries and 570 cities globally by 2012-2013. Using an innovative strategy of operating as a transportation network without owning vehicles or directly employing drivers, Uber was able to double its revenues every 6 months. However, Uber's aggressive expansion tactics and controversial practices have led to increasing lawsuits, bans in some areas, and conflicts with regulators and the taxi industry.
The LHBS Snapshot is a monthly series of cases including some of the most interesting insights and inspiration from the three following areas: business development, brand building & customer experience.
All signs come straight out of LHBS Inspiration-Hub, a digital platform that tracks changes in people, markets and technology to bring customized & curated insights and inspiration to organizations.
Dude where's my car. Product & Marketing Innovation Deep DiveGood Rebels
The Spotify and Netflix generation is as comfortable sharing and subscribing to their driving options as they are to their entertainment. Smart players will place equal emphasis on monetising services as they will innovating their product range.
If the trends seen in this report become reality, a business based purely on production and volume sales will fail. Traditional OEMs must become service-based businesses to thrive.
Find out how to thrive if you are a product or marketing automotive professional.
Automotive Product & Marketing Innovation For MillennialsGood Rebels
The Spotify and Netflix generation is as comfortable sharing and subscribing to their driving options as they are to their entertainment. Smart players will place equal emphasis on monetising services as they will innovating their product range.
If the trends seen in this report become reality, a business based purely on production and volume sales will fail. Traditional OEMs must become service-based businesses to thrive.
Find out how to thrive if you are a product or marketing automotive professional.
1
Product Development Process
Product Development Process
New Product Development Process (NPD) Stages
First, the new product development (NPD) process begins with generating an idea. This process was accomplished when the group brainstormed various ideas for an innovative product. Organizations can use the internal and external idea sources to recognize a product need. Internal ideas can be generated from Research and Development (R&D) and also from organizational members. External idea sources are generated from distributors, suppliers, and competitors. The customers are the most important external source because the NPD process is designed to focus on building customer value. The second step in the NPD process is idea screening which involves the group evaluating each innovative idea. The group selected the Solar-powered charger as the innovative product to be implemented (Claessens, 2015).
In addition, the third step in the NPD process is concept development and testing of the Solar-powered charger. The product concept is a descriptive version of the new product idea and defines how it will benefit the customer. Some possible product concepts that can be used for the Solar-powered charger are making the product affordable for all consumers to be used while traveling on-the-go. The product should be eco-friendly, durable, and convenient. The Solar-powered charger will help to save energy and be more efficient for customer use. The product should be tested using a small group of target customers to determine how they view the value of the product. Customers will provide feedback on the product through surveys, questions, or an online website.
Furthermore, the fourth step is to introduce the product into the market using the marketing mix which is product, price, place, and promotion. The product is the Solar-powered charger which will target consumers of all ages and individuals who are always traveling and need a reliable source to charge their mobile devices. This product will be cost-efficient and can be found in local convenience stores such as Wal-Mart, Target, and other electronic stores along with being available via an online website. The promotion of the product could be placing advertisements on television, in magazines, on billboards, or simply through word-of-mouth.
Additionally, the fifth step is to measure the business attractiveness of the Solar-powered charger. There will be a review of sales, costs, and profit projections to determine whether the organizational goals are being met with the product. The product meets the set objectives so it can be moved to the sixth step which is the product development stage (Claessens, 2015). Once the Solar-powered charger passes the business test, it is time to create a physical product that can be tested for safety and effectiveness. Customers can test the product and provide valuable feedback to determine if the product is a worthwhile investment.
The sevent ...
The document discusses mobile commerce and e-commerce trends in the UK. It provides an overview of Practicology, an e-commerce consulting firm, and their services. The document also summarizes presentations from various companies on developments in mobile technology, the growing importance of mobile channels, and how retailers can leverage mobile to improve customer engagement and sales.
The document discusses mobile commerce and e-commerce trends in the UK. It provides an overview of Practicology, an e-commerce consulting firm, and their services. The document also summarizes presentations from various companies on developments in mobile technology, the growing importance of mobile channels, and how retailers can leverage mobile to improve customer experiences and drive sales.
How to make your product a shareable experienceRick Mans
How to turn your product in a sharable experience with social media? Get your inspiration via the SMILE model for Social Media. It is easier than you might have thought, it is not copying what your competitor does, it is about what others outside your market are doing.
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
The Alphatise platform smartly connects buyers and sellers, offering buyers a chance to set the price they are willing to pay for a product and sellers (retailers, wholesalers etc.) unprecedented insight into the consumer market and the ability to sell based on true demand.
Insight Gained - Chinese Traffic VerticalsRemodista
Interpret data and identify where, how and why the market behaves as it does. Compare data-points for budgetary and engagement insights, understand the cost per conversion within all verticals. Articulate competitors’ real position in the market and their use of the verticals.
The document discusses how established organizations can disrupt new disruptors entering the market. It argues that older companies have an overlooked advantage in their historical customer data and insights that can be leveraged through analytics to better understand customer needs and provide tailored experiences. However, companies often fail to utilize this data advantage. The document suggests that traditional players should experiment with customers, analyze profitable customer profiles, and surpass customer expectations to replicate these customers and gain an edge over new competitors.
E-Trade Financial Corporation Case StudyRachel Davis
The document discusses E-Trade Financial Corporation and provides a case study analysis. It revises E-Trade's vision and mission statements, and develops a SWOT analysis. Recommendations are provided for moderate and optimistic scenarios, suggesting E-Trade upgrade its technology infrastructure to handle increased demand. Under pessimistic conditions, a more competitive environment may emerge, potentially leading to performance declines.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
Buildingyournarrative entrepreneurship101-160204175927Otman BEN MALK
The document provides guidance on building an effective narrative to promote a brand or organization. It outlines a 6-step process: 1) Define the target audience; 2) Understand where the audience gets its information; 3) Identify why the brand matters and what competing forces exist; 4) Draw the audience in through relatable and contextualized storytelling; 5) Put the narrative in a meaningful context; 6) Bring the brand into the narrative by addressing how it will solve problems. The goal is to engage audiences and establish the brand as essential to a preferable future.
This document discusses the role of public relations in crisis management and provides examples of organizations that have successfully and unsuccessfully handled crises. It defines a crisis as an unstable situation that can threaten an organization, stakeholders, or the public. The key roles of PR in crisis management are to prepare response plans for each stage of a crisis and to turn crises into opportunities. It also outlines best practices for PR teams to follow when dealing with the media during a crisis, such as responding to questions quickly. Examples provided of successful crisis management include British Petroleum's response to an oil spill, while Johnson & Johnson handled a Tylenol poisoning poorly.
This report summarizes key trends from CES 2018 and their implications for marketers. It discusses how AI will play an essential role in digital transformation through automating tasks and leveraging data. Voice is becoming a more common way for consumers to interact with technology like smart speakers and cars. Innovation in automobiles is shifting to electric vehicles and self-driving capabilities, changing the relationship between brands and consumers. The rise of augmented and virtual reality provides new opportunities for brands to engage consumers through digital content and experiences.
This report summarizes key trends from CES 2018 and their implications for marketers. It discusses how AI will play an essential role in digital transformation through automating tasks and leveraging data. Voice is becoming a more common way for consumers to interact with technology, unlocking new opportunities for brands. Innovation in automobiles, like electric vehicles and self-driving cars, will change the relationship between consumers and brands. The trends highlighted from CES 2018 that will most impact marketers include the growth of voice control across many devices, advances in augmented and virtual reality, and new ways for brands to utilize consumer data insights and blockchain technologies.
MBA 6601, International Business 1 Course Learning Ou.docxaryan532920
MBA 6601, International Business 1
Course Learning Outcomes for Unit VI
Upon completion of this unit, students should be able to:
8. Examine the major marketing considerations applicable to international business.
Reading Assignment
In order to access the following resource(s), click the link(s) below:
Dev, C. S., & Schultz, D. E. (2015). From the four Ps to the four ‘why’s’. Marketing News, 49(9), 40–47.
Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=109289010&site=ehost-live&scope=site
Seeds, D., & Khade, A. S. (2008). Transforming a multi-national corporation from a centralized organization to
a decentralized organization. Journal of International Business Strategy, 8(3), 99–104. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=35637667&site=ehost-live&scope=site
Van Meir, C. (2016). Branding benefits: Apply the four Ps of marketing to make benefits more engaging.
Benefits Magazine, 53(3), 34–39. Retrieved from
https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc
t=true&db=bth&AN=113183936&site=ehost-live&scope=site
Unit Lesson
There are two ways to look at global marketing strategies. One way is to look at a company’s marketing
orientation. Marketing orientation refers to the philosophy that guides a company’s marketing strategies. In
the United States, marketing orientation started with the production concept (1920s) and evolved to the
present day holistic marketing concept. Along the way, several distinct variations emerged that seem to work
well in the foreign markets. These orientations depend on the types of products produced and the types of
buyers purchasing the goods. The second way to study global marketing strategies is to analyze the
marketing mix of the product. The marketing mix is the 4 Ps: product, place, price, and promotion.
Marketing Orientations
There seem to be five types of marketing philosophies that have managed to stay significant. Typically, a
company’s marketing strategy will depend on whether the company is production oriented, sales oriented, or
customer oriented. A combined strategy of all three yields a strategic marketing concept. Last and still
emerging is the force of social marketing, sometimes referred to as nonmarket strategies.
Production orientation: The production concept focuses on products that are mass produced, have a low
price relative to disposable income, come with a standard design, have low risk of product failure, and a short
window from purchase to consumption. These types of products require advertising and sales promotion to
pull them through the distribution channel. Consequently, manufacturers achieve high production efficiency,
low costs, and mass distribution. This type of product could be a low value-add ...
- edX is an online learning platform founded by Harvard University in 2012 that offers MOOCs from top universities worldwide for free. It generates revenue from course fees and uses marketing strategies like newspaper ads, educational websites and journals.
- OLX is a free online classifieds site where users can buy and sell items. It makes money from promoted listings and online ads. It has a large market opportunity and competes with sites like Quickr and Click.in.
- Ola is a mobile app for transportation services in India. It generates commissions from rides and ads. It offers a safe, cashless service for travelers and competes with Uber and other cab services.
Check us out if you are interested to learn more about emerging trends in digital advertising and how marketers can seize these new engaging opportunities.
UNC Dental Faculty Practice Spring 2014 ChallengeElyse Schaefer
The UNC Dental Faculty Practice (DFP) needs to increase brand awareness and new patients. It has strengths in expertise but weaknesses in marketing budget and online presence. Opportunities include targeting UNC students/employees and increasing social media. Threats are competing practices with larger budgets. The goal is to increase awareness and new customers through a digital marketing campaign emphasizing the DFP's expertise as the most trusted source for dental care. Strategies include facilitating online reviews and providing educational resources to build trust. Tactics include search engine optimization, online referrals, and networking events for dentists.
This group project for an Account Planning course allowed our group to investigate a Top 100 brand and pitch an idea targeted to its C-Suite Level. We focused on building a solid strategy and displaying it in an appropriate and intriguing way.
This document outlines Grow Foundation's plans to establish an internship program focused on recruiting college students. It discusses how framing the program as internships rather than volunteering establishes stronger relationships and provides career-building experiences for students. College students are described as ideal candidates because they are eager to get involved, independently exploring interests, and inspired to make an impact. The document also provides examples from successful non-profits like Uhuru Child and Bike to Uganda that have effectively utilized college students and internship programs for tasks like social media, fundraising, and communications. Next steps proposed include launching the internship program, attending career fairs, posting on college websites, and social media campaigns to recruit student interns.
The document outlines the research methods and scope used to study binge drinking and reckless street crossing behaviors. Ethnographic research was conducted at a street intersection along with secondary research through case studies, articles, and statistical studies. The target audience was segmented psychographically by understanding their behaviors and personalities rather than demographics. The scope of research examined who binge drinks, why people binge drink and jaywalk recklessly, and the influence of group mentality on risky behaviors. It also reviewed anti-binge drinking and pedestrian safety campaign case studies.
Patients Like Me (PLM) is an online community that organizes over 80,000 patients into disease-specific groups to share health information and experiences. While providing a support system, PLM also uses patient-reported data for medical research purposes. Physicians support PLM for the resources it offers patients, but have concerns about unverified information influencing care. Expanding into a General Platform covering over 1,000 additional diseases could grow PLM's customer base and revenue opportunities through new communities and partnerships.
The research objectives of the study were to understand declining cranberry sauce sales and create a basis for future growth. Management participated in designing a 3-phase study to explore consumer attitudes, behaviors, and lifestyle characteristics related to cranberry sauce usage. Phase 1 involved focus groups and perceptual mapping to develop hypotheses about heavy and light users. Phase 2 used a questionnaire to validate these hypotheses and identify key dimensions. Statistical analysis including cluster, discriminant, and factor analysis identified 4 consumer segments - convenience, enthusiastic cooks, disinterest, and decorators. This provided support for recommendations to promote new uses, change perceptions, focus communications, and develop new products to increase consumption.
The document summarizes findings from an analysis of Pilgrim Bank customer profitability data. It finds that:
1) Profits vary widely across customers, with an average of $111.50 but a range from -$221 to $2071.
2) Online and offline customers do not significantly differ in profitability. Statistical tests show no meaningful differences in averages, ranges, or other metrics between the two groups.
3) No customer demographics like age, income, or tenure strongly predict differences in online vs offline profitability. The relationship is very weak.
4) The recommendation is for Pilgrim Bank to do no pricing changes for online users, as the analysis found no factors like online use
Unilever wanted fewer global brands to have a unified identity. Dove originally positioned itself as a soap that doesn't dry skin due to its moisturizing properties. In 2007, Dove became a masterbrand representing the idea of "real beauty" through its campaign challenging unrealistic beauty standards.
Before 2000, Unilever organized brands by product category with one manager per brand. After 2000, responsibility for brands was split between groups managing brand development globally and brand building locally.
The document discusses opportunities for a hotel brand to differentiate itself in a competitive market. It analyzes customer data to identify key market segments and factors of importance. It finds that focusing on improving the "guest experience" category by targeting business travelers and emphasizing a welcoming atmosphere could allow the brand to access an uncontested blue ocean space in the industry. Going forward, increasing positive service and tonality is recommended to become distinct as the most welcoming hotel for travelers.
The UNC Dental Faculty Practice (DFP) needs to increase brand awareness and new patients. It has strengths in expertise but weaknesses in marketing budget and online presence. Opportunities include targeting UNC students/employees and increasing social media. Threats are competing practices with larger budgets. The goal is to increase awareness and new customers through a digital marketing campaign emphasizing the DFP's expertise as the most trusted source for dental care. Strategies include facilitating online reviews and providing educational resources to build trust. Tactics include search engine optimization, online referrals, and networking events for dentists.
Helix conducted extensive research on Mary Kay, their target market of millennial women, and Independent Beauty Consultants (IBCs). Their key findings were that millennial women value convenience and customization, but perceive Mary Kay and their sales approach as outdated. Helix's research included surveying women, analyzing social media, and having a team member go undercover as an IBC. Based on these findings, Helix created a campaign called "The look you want in the time you have" to modernize Mary Kay's brand and make their products more accessible and appealing to millennial women. The campaign involves redesigning Mary Kay parties, launching a mobile app, and promoting a "Pink Carpet" event across multiple
The document provides a planning deck for a rebranding campaign for the UNC School of Media and Journalism. It outlines goals to increase awareness of the name change, boost visibility on campus, and improve perceptions of the school's resources and progressive approach. A SWOT analysis identifies strengths like expert faculty but also weaknesses such as low awareness. Target audiences, brand positioning focusing on storytelling and critical thinking, and metrics for measuring campaign success like placement rates and student enrollment are discussed.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Solowheel Campaign Plans Book
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Research Overview
Research Components
Target Audience
Audience Lifestyle
Competitive Report
Situation Analysis
Owned Channels
Conversation & Sentiment
Strategy
Insight
Positioning
The Big Idea
Creative Execution
Challenge Accepted
The Launch
The Event
Media Coverage
Awareness
Shock Value
Social Engagement
Media Selection & Budget
Media Plan & Evaluation
Sales & Post Campaign
Credits
Works Cited
We have discovered that Solowheel has ample opportunities to mature in the market. Solowheel’s unique product attributes led us in many directions that ultimately landed us in front of an ideal target audience that acts as a catalyst for growing the brand name and image.
We began by analyzing the segments of the technology adoption lifecycle. Pinpointed the target consumer purchase behavior and developed an extensive psychographic profile of that consumer, going as far to name him. You’ll get to meet him later.
We chose strategic media placements to reach our target at the most optimal times. Our campaign consists of two major phases exposing the brand through the use of experiential marketing, out of home placement, and branded content. These three techniques will enable product trial-use, generate brand awareness, and facilitate brand interaction.
INDEX
3. The Target
The Value
The ExperienceTHE CHALLENGEWHERE WE STARTED
The Solowheel is a one-wheeled, high-tech transportation device. It is comprised of state of the art technology and is equipped with 3-axis gyrosensors and accelerometers, fine-tuned balancing, energy-saving technologies, and built- in blue-tooth capabilities. It has an advanced motor that is quiet and energy efficient and a high-end battery that is safe and stable.
Inventist founder Shane Chen created and launched the Solowheel in 2011. Over the past three years, about 1,700 Solowheels have been sold at approximately $1,800 each, bringing Inventist revenues of $3 million. For now, the Solowheel can only be purchased on e-commerce sites and is not currently available on the actual product site.
Aspiring local SoloWheel distributor, Luke Wallace, has requested that our campaign drive awareness and engagement. His suggestions have included: product demonstrations, paid media options, and a strictly defined target audience. Initially, Mr. Wallace considered the SoloWheel as a potential substitute for automobiles in distinguished markets as well as a supplement to popular ridesharing services, such as UBER and LYFT.
We knew that reaching members of our target audience would require more than simply linking their interests and commute practices; we needed to find a more compelling unifying factor. Once we found the objective that resonates with the group, we could expose the product to the right people who would consider purchasing a Solowheel.
A number of copycats in the product category have entered the market and offer similar products for much lower price points. Over the past three years, Inventist has taken legal action to protect its copyrights related to the Solowheel technology, but remains threatened by new entrants, particularly in foreign markets like China.
Those outside of the target audience would find the pricetag unjustifiable. But, those within have the discretionary income and lifestyle that provokes and justifies more outlandish purchases.
Our primary challenge was to introduce the Solowheel to the niche target audience through the development of a low-budget campaign designed to create awareness, consumer engagement and subsequent purchase. 3
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4. We spoke with the inventor, a salesman, and a customer of a competitor, each for an extended period of time. From our conversation with the inventor, we learned that innovation and improvement drive are at the core of the brand. From our conversations with a salesman and a customer of a competitor we learned the barriers that Solowheel faces in the marketplace: price
and differentiation.
We looked into any reviews and commentary on the product that we could find. This taught us that there is significant frustration among consumers surrounding the price of Solowheel, when there are a number of knock of versions available for much lower prices. This convinced us that differentiation must be at the core of our campaign and drive all of our communications efforts.
We conducted a mass survey, from which we deduced that the primary goal of our campaign needed to be awareness and differentiation. We were also able to outline our target audience through analysis of over 200 participant responses.
We surveyed the existing body of secondary research articles, which allowed us to better define the marketplace within which the Solowheel must operate. It confirmed our belief that there is a very real opportunity for products that provide a green and efficient mode of transportation. CONSUMERAUDIENCE SURVEY4OBJECTIVESIN-DEPTHINTERVIEWSCONSUMERCONSUMPTIONANALYSISSECONDARYRESEARCHARTICLES
RESEARCH COMPONENTS
5. TARGET AUDIENCE SUMMARY
In his time out of the 50+ hours a week he spends at the office he is active and likes to be in-the- know of the latest technological developments. He buys the latest and greatest items once they’re on shelves. He strives to be one of the first to purchase and enjoys showing it off to his peers.
He’s the kind of guy who rises to the occassion when the spotlight is on him. He knows that he performs better when others expect something of him. He loves to try things that other people will want to copy, and knows that he can get them excited to join in to the group.
Meet Nate. He’s had a successful first 10 years out of college and is working his way up the ranks as an accountant. Since his latest promotion he’s making well over $70K per year and has plenty of disposable income. But Nate didn’t get to where he is without pushing the limits. Luckily, he isn’t afraid to be the center of attention and speak his mind if he knows his boss would appreciate the opinion. 5
TARGET AUDIENCE
6. PURCHASE BEHAVIORDAILY HABITS
The target lives in a mid- to large-size city that is relatively dense, but not overly congested. This location lacks significant crowding on the sidewalks and has a relatively flat surface for commute. The target will live downtown and routinely travel short distances for work and other activities in the area. This creates the opportunity for frequent Solowheel use as a substitute for his current chosen method of transport. The Solowheel will not only fit with his current location and travel habits, but will also represent his desire for an active lifestyle and willingness to meet new people. It will demonstrate his nature as a go- getter to peers and passerbys.
Nate is a member of the early adopter segment of the technology adoption profile. Or, as Geoffrey A. Moore refers to this segment, a visionary. Visionaries base their purchase decisions on nothing more than intuition and gut. They strive to discover technology that makes them a leader in the category and in their industry. They seek ways to integrate technology into their daily lives. Visionaries are the least price-sensitive segment of the technology adoption profile because they are able to see the potential for innovation that the product holds, and this potential outweighs dollar amounts.
Visionaries base purchase decisions on their own intuition and lack the need for well-established references from others. They hold the charisma and enthusiasm to share their technological “discovery” with peers. The
Solowheel is a product that needs someone who is willing to take a risk with their
purchase without need for product recommendations. This criteria makes Nate
the visionary - the early adopters - the perfect segment to target in our campaign. 6
LIFESTYLE
7. The most direct competitors for Solowheel are alternative transportation products designed for distances too long to walk and too short to drive. These are entertaining and innovative products that have helped make that awkward distance interesting. All have a substantial learning curve and require time to get to know the technology. One example is the AirWheel, which is widely regarded as a copycat of the Solowheel, but still generates significant sales due to its lower price point ($500, compared with the $1,800 Solowheel). Another example is the Segway, which entered the market earlier than the Solowheel and holds higher product awareness than any other product in this niche category; it is sold at a price of $1,099-$2,099. Still other examples include the Zboard,SpnKix, and ElfBike.
Beyond the products in this niche category, Solowheel is also competing with more traditional forms of transportation, particularly those that are available for short commutes in mid- to large-sized cities. Examples of competitors in this category include buses, subways, bicycles, taxis, private driving services (i.e., Uber and Lyft), and ride-sharing services (i.e. ZipCar).
In order for our target audience to purchase and adopt the Solowheel, they must be convinced that it offers more value than these competing modes of transport (and is worth the $1,800 price tag). 7
COMPETITIVE REPORT
8. STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
First to market in product category
Inventist holds patents or proprietary technology
Positioned as premium brand in product category
Earned marketing on television and social media
Supplemental product lines to engage brand enthusiasts
Highest price point in product category
Minimal awareness for Solowheel
Extremely niche target audience
Short range for longer distances
Product needs to be operated to ensure quality performance in a region that is relatively flat
Seasonality factor that prefers dry temperate climates
Copycat products with lower price points
Short distance alternate transportation
Niche audience
Limited budget to make impact
Limited number of brand advocates due to low number of current customers
Alternative transportation culture on the rise with cities implementing options such as shared bikes, subways or bus systems
Popularity for green technology
Developing supplemental product lines to increase revenues
Ability to upgrade or improve on prdouct features
B2B or B2C campaign strategies
Unpaid marketing opportunities for brands that fit the mold
Independent distribution networks to drive sales8
SITUATION ANALYSIS
9. At the moment, Inventist maintains social media accounts on three platforms: Facebook, Twitter, and Instagram. In order to measure the success of our campaign in generating social media engagement with the brand, we have compiled the following information on Inventist’s current social media structure.
facebook.com/inventistinc
May 2009
3,360
October 28, 2014
202
186
92%
Low
(3.01 posts/month)
@InventistInc
June 2009
631
September 21, 2014
694
97
14%
Medium
(10.5 tweets/month)
@InventistInc
September 2012
63
April 2013
7
7
100%
Inactive
(.27 posts/month)
00
Handle
Account Start Date
Likes/Followers
Most Recent Post
Total Posts
# of Photos/Videos (Visual)
# of Visual Posts as % of All
Activity Level
Inventist is clearly more focused on maintaining its Facebook and Twitter accounts than its Instagram page. Its Facebook page has the largest following, with Twitter a distant second. Our campaign will necessarily incorporate all three social media platforms as a means to increase brand awareness. The goals for post-campaign social media engagement are delineated on the “Metrics” page. 9
OWNED CHANNELS
10. HOW HAS THE KEYWORD “SOLOWHEEL” BEEN USED?
61,605 total mentions, at an average of 43 per day (or one every 33 minutes)
39% of content mentioning “Solowheel” was sentimental
Of the sentimental content, 77% was positive, 14% was negative, and 9% was mixed
Sentiment is down 10% since 1/1/2011
72% of total mentions were made by men, with just 28% being made by women
Average household income of those mentioning “Solowheel” was $48,047
Average household size of those mentioning “Solowheel” was 2.6 people
RELATIVE DAILY VOLUME
CONVERSATION SENTIMENT 10CONVERSATION FORMATLANGUAGE DISTRIBUTION
CONVERSATIONS & SENTIMENT
11. The Solowheel is no more environmentally friendly than a bike. It doesn’t really save you time. The high price point isn’t saving you much money. It’s pretty heavy and needs regular charge. Marketing this from a practicality standpoint just isn’t sensible, it needed to have an emotional connection. The product is not practical. Users are passionate & engaged. Trial use is crucial. Ultimately, our strategy can be summed up with just one line.
We may not have an overwhelming amount of awareness, but the people already using Solowheels are passionate and eager to share their experiences and thoughts in a digital space.
People love the shock value of seeing the Solowheel in action, but for our target, experiencing the product is the missing link between awareness and purchase consideration. We need to give people opportunity to try to product, and compel current Solowheel users to bring the product to the community to create more opportunities for first hand product experiences. 11
STRATEGY
13. The Solowheel is not a wheel, it’s a stage.
It provides the user, who seeks the spotlight, with a platform to perform on. It is a product that, when used, attracts attention from the audience to the user. It attracts users who do not fear all eyes on them for reasons of being different. In this case, the use of the SoloWheel. Solowheel can be used daily to embody a lifestyle and attitude. As a luxury item it will demonstrate the target’s peers that he is technologically savvy, affluent and socially confident.
The Solowheel enriches the commute.
While the Solowheel performs a function, the function that it performs is absolutely secondary to the way that it performs it. It provides alternative transportation to the busy, young professional who is used to taking busses and cabs to get around town when walking won’t cut it. It is eco-friendly and easily transportable. It is great for a physically-fit and active person who enjoys a bit of a challenge each day.
The Solowheel provides high quality technology.
It is the highest quality in its product category. Inventist provides top-notch manufactured goods and provides innovative and ground-breaking technology.
SECONDARY
We’ve learned that we’ve got a small audience, but this audience would love a product like the Solowheel and would have no trouble purchasing it for the price it is sold on the market today. The problem is, the audience doesn’t know about it and in order to ensure purchase intent we have to get them on a Solowheel. How can we bridge the gap between the niche target audience and limited awareness for this product category? This leads us to our big idea.
There are hundreds of different ways to get from point A to point B, but none of them are like the Solowheel. Strategies that tote the Solowheel as green, or practical fail to see what is truly special about the product, which is the fact that it allows you to immediately identify yourself as an individual and to communicate who you are to the people around you. 13
POSITIONING
PRIMARY
14. Instigating by nature, “I Dare You”, speaks directly to “Nate” challenging him to do things he naturally thrives
upon. When dared to do something, one is put in the spotlight, aggregates an audience, and is forced to
perform. The adrenaline rush from completing a dare is identical to the feeling of being on a stage.
To Solo (v) : to ride a Solowheel. A verb describing the action of using our product is imperative given our
intentions to marginalize the thought of competing brands in the mind of the consumer. When the brand
becomes synonymous with the product use, we have become thought leaders in the product category. We
don’t want users “riding around on their Solowheels,” we want them “Soloing.”
We use pronouns like “I” and “You” to speak directly to Nate. We know who he is and what makes him tick. We
want him to know that. Our message dictates it and allows him to respond to our request. This forms a strong
relationship between our consumer and brand and encourages both brand engagement and loyalty.
I DARE YOU
TO SOLO.
14
16. I DARE YOU, AUSTIN.
We know that Nate, our ideal target audience member, is a successful young professional with a confident persona and a flair for trying new things. He makes the most of his free time, attending music festivals, trade shows, and other cultural events. He knows that the things he does – both at work and outside it – are what define him as a person, and he strives to make these things unique and memorable.
In recent years, Austin has also been ranked as the #1
fastest-growing city, the #1 greenest city, the #1 city for young adults, the #1 city for best jobs, the #2 most innovative city, and the #3 best music city. Austin is also ripe for the adoption of alternative transportation methods; a recent study by the City of Austin found that 55% of residents would be willing to use bicycles for transportation after road conditions are improved.
We chose to launch the “I Dare You” campaign in Austin, Texas, for several reasons, but primarily because it is the exact environment that Nate would thrive in professionally and personally. The local motto, “Keep Austin Weird,” perfectly encapsulates what the city is: a hub for innovation
and fun where great ideas are brought to life by
enthusiastic residents. Austinites are highly engaged,
reading and contributing more to blogs than the
residents of any other U.S. city. 16
900,000 Population Increase
over the next 15 years
46% Demand Increase
over the next 15 years
300+ Sunny Days a Year
Sixth most energy efficient
city in the US
Eleventh fittest city in the US
CHALLENGE ACCEPTED
17. AGE
<$1,000 = 29%
$1k-9,999 = 19%
$10,000 - 49,999 = 15%
$50,000 - 99,999 = 4%
$100k+ = 33% AUDIENCE BREAKDOWN
100
90
80
70
60
50
40
30
20
10
0
GENDER
COMBINED
HH INCOME
PURCHASING
POWER
MALE
= 59%
25-34 Y.O.
= 43%
$150K+
= 33%
$100-149K
= 22%
$75-99K
= 22%
PURCHASING
POWERSOUTH BY SOUTHWEST EVENT
The I Dare You campaign revolves around the SXSW festivals and the SXSW Create event in Austin, TX. The SXSW Create event is March 13th-15th and is designed to showcase the disruptive innovations that are shaping our future to approximately 20,000 visitors per year. Not only does this environment cultivate an appreciation for creativity in technology, but it will also draw in exactly the type of people we are trying to reach because SXSW guests skew towards our desired target demographic. .
Our target will respond to a dare, because it provides them an opportunity to seize the spotlight and stand out from the crowd. They will feel compelled to complete the challenge as a testament to their social confidence.
SXSW 2014 17
THE LAUNCH
18. At a core level, our branded event at SXSW will center on product demonstration. Our booth will provide the perfect exhibition space for a small stage and a large projector screen. We will have an MC call out members of the audience and “dare” guests in attendance to volunteer and master the Solowheel on stage (with necessary safety protocols like guardrails and event workers).
Volunteers will wear helmet-mounted cameras as they participate, and their first-person view of the product trial will be streamed onto a large screen above the stage. Each volunteer will be given 20 minutes to hone his skills on the Solowheel, before having a ten-minute opportunity to complete as many dares as possible (i.e. throw a football pass while riding, drink a cup of water while riding, ride 10 yards backwards in a straight line, etc.).
At the end of each day, competitors who complete the most dares and have mastered the Solowheel will be entered into a drawing to bring the product home with them. Therefore, we will distribute three products in total. In addition, we will have a handout at the booth to give to members of our audience that will have our call to action and provide them the information they need to get directly linked to the Solowheel website. From this, Solowheel will be top of mind and provide those with sparked interest the route to learn more. 18
PRODUCT TRIAL
19. 19
MEDIA COVERAGE FREQUENCY & REACH
In 2014, over eight thousand media and press reps were in attendance at SXSW. SXSW gets a lot of media coverage. Major news bodies with various backgrounds cover the event. There are some notable technology publications such as Tech Crunch or Wired. There are also many entertainment publications such as Buzzfeed or Mashable. Finally, there are many traditional outlets such as CNN, ABC, and the Associated Press.
In total, the value of all of this media coverage amounts to over $78 million in print, online and broadcast mediums.
Due to this high amount of coverage, we would like to leverage this paid media and the earned media opportunities it produces. In 2014, 78 percent of all posts were domestic. Which means 22% was international. Of the domestic posts, 90 percent were from outside of Austin. This goes to show that although SXSW is a local event to Austin, the media spread reaches far out of the boundaries of the city and spreads not only nationally, but around the globe.
20. BUS WRAP AND PRODUCT USAGE
What is the SoloBus? The SoloBus is yet another stage for our potential consumers to perform on. We know the metros are crowded and people are forced to stand. Instead of the standing on the floor, this is the perfect opportunity to get them on the SoloWheel. A track will run down the center of the metro and there will be 4 fixed solowheels ready for trial-use. The Solowheel requires the understating of a very specific back and forth motion before mastering the product. The fixed Solowheel’s will offer a chance to let first time testers experience this motion. Handle bars will be in tact for those more injury prone. In addition, the interior of the bus will have daring copy encouraging those to try our product and driving traffic to our: website, social media platforms, and app.
In addition to the earned media strategies we will be implementing on social media platforms, we have one major media buy. We call it the SoloBus. We plan on wrapping one of Austin’s city buses for a three-month flight beginning on March 7th when the SXSW festival begins. The bus wrap will read, “I DARE YOU TO SOLO (AUSTIN),” accompanied by our hashtag #ShareTheDare (see mock-up). 20
AWARENESS
21. This media buy will achieve two key objectives. First, the buses will serve to increase widespread awareness of the brand with Solowheel users and nonusers alike. Roughly 110,000 riders use the metro daily in Austin. During SXSW that number skyrockets, and the reach from this buy is unrivaled. Second, brand interaction and trial- use. Those who are willing to change up their otherwise mundane bus ride, will be daring enough to hop on our product and try it out.
We predict this installation to have enough shock-value to the audience that a substantial amount of PR credibility will be generated. The strength in having one bus is that Austin will hear about it and by word of mouth those who use the metro daily will be seeking out the Solobus
to get a unique experience during an otherwise
forgettable commute.
The one bus wrap will cost $4,812/mnth, (which includes the standard rate, installation fee, and printing/production costs). When we factor in the 4 SoloWheels and installation costs for the interior execution the entire media buy ends up averaging $43,100.21
SHOCK VALUE EXPERIENCE
22. Additionally, we will launch a branded smartphone application called the “I Dare You” App. The app will be exclusively available to Solowheel owners, and will have two key functions. The first function is to provide a platform where owners can challenge eachother to Solowheel-related dares or show themselves completing said dares (i.e., “I dare you to solo while catching a football pass”). We designed this function as a means to show that Solowheel owners are unique and socially confident, and to create a more connected community of owners.
To supplement the product awareness built by our campaign in Austin, we will promote the hashtag #IDareYouToSolo across our social media accounts. We will post updates regarding the branded event at SXSW Create, and share posts from users who attempt dares off of the list we have created.
The second function is to relay usage data to each owner from the computer chip in his or her Solowheel. Having instant access to this data represents an additional product benefit for Solowheel owners because it will allow them to monitor their travel patterns, speed, battery life, range, and so on. We designed this function with the knowledge that Solowheel’s target audience is tech-savvy and eager to adopt innovations as soon as they are available, and because Solowheel’s high price point demands product features that are unavailable from competing devices. 22
SOCIAL ENGAGEMENT
23. MEDIA BUDGET
$1,000.00
$43,100.00
$15,000.00
$7,500.00
$3,000.00
$25,000.00
$2,000.00
$53,500.00
$1,000.00
$0.00
$0.00
$0.00
$0.00
$0.00
$2,000.00
$3,000.00
MAY
APRIL
MARCH
$2,000.00
$43,100.00
$15,000.00
$7,500.00
$4,000.00
$25,000.00
$6,000.00
$102,600.00
$0.00
$0.00
$0.00
$0.00
$1,000.00
$0.00
$2,000.00
Before/After Survey
Bus Wrap
SXSW Create Booth
Production
Giveaways/Rewards
App
Contingency
TOTALINSIDE OF BUS
Inside of our Solobus we will customize the aisles to fit four Solowheels placed on tracks. These Solowheels will be limited to a range of motion creating the pendelum swinging action for hips. Bus riders will be able to experience and practice this necessary movement for beginner riders. In addition, for those that do not get onto the Solowheel there will be branding on the wheels that will direct them to the website and social media platofrms to learn more about the product. SXSW BOOTHSXSW FLYERBUS WRAPI DARE YOU APP
We will also distribute a branded flyer with a list of 100 dares to build awareness of the campaign. The list will be sent electronically to all existing Solowheel owners, and distributed physically to attendees of the SXSW Create Event.
We are factoring in the cost of one fully wrapped bus that will strike shock value and awareness to the Austin community. The wrap will center on the product, but also promote our tagline (“I Dare You to Solo”) as a call to action for the audience to embrace unique, new experiences with confidence.
Finally, we will develop the “I Dare You” app to improve user experience, to build a more connected community of Solowheel owners, and to showcase Solowheelers as socially confident and adventurous. We are estimating the cost of building the app and maintaining it for use in secondary campaign cities. 23
MEDIA SELECTION
We chose the SXSW Create Festival as the location for our branded event because its mission statement (“showcasing the disruptive innovations that are shaping our future”) is perfectly in line with the Solowheel as a product. We will be factoring in costs to make this event a success. This will take items such as: a booth, guard rails, event workers, helmets with mounted cameras and three giveaway Solowheels.
24. SXSW CREATE EVENT - PRODUCT TRIAL USE
BUS WRAPS - BRAND AWARENESS
BRAND AWARENESSI DARE YOU APP - BRAND ENGAGEMENT
MAY
APRIL
MARCH
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
SOCIAL MEDIA ENGAGEMENT GOALS:
One of the key tasks for this campaign is to stimulate product awareness of the Solowheel by increasing social media engagement. As such, we
have set the following benchmarks as goals for post-campaign engagement on Inventist’s social media platforms, the "I Dare You" app, and in the
overall social media universe. We intend to reach these targets within three months of the conclusion of our campaign (i.e., by September 1st, 2015).
Inventist Facebook page - increase number of page likes by at least 50% (target level: 5,040 likes)
Inventist Twitter account - increase number of followers by at least 50% (target level: 947)
Inventist Instagram account - increase number of followers to at least 500
“I Dare You” App - ensure that at least 50% of all current Solowheel owners download the app (target level: 850 downloads)
Overall social media universe - increase frequency of “Solowheel” mentions by at least 50% (target level: 65 mentions per day)
Total sentimental content mentioning “Solowheel”, increase percentage of positive sentimental content to at least 80% and
reduce percentage of negative sentimental content to no more than 10%
1.
2.
3.
4.
5.
6.
24
MEDIA FLIGHT PLAN & EVALUATION
25. SITE TRAFFIC & SALES GOALS:
Although increasing social media engagement is a key tactic for building product awareness, our ultimate objective is to drive sales.
To measure our success in accomplishing these goals, we will compare overall site traffic and Solowheel sales during the six months preceding the campaign with overall site traffic and Solowheel sales during the six months following the campaign. The dates for those periods are September 1st, 2014 – February 28th, 2015 (pre-campaign) and June 1st, 2015 – November 30, 2015 (post-campaign).
Once awareness of the Solowheel is stimulated in Austin, it is likely that many of these same residents would be open to trial and purchase. In sum, we expect that the residents of Austin will respond strongly and favorably to our call to action – “I Dare You, Austin.” But, out campaign is easily adaptable to other geographic locations because it is not only flexible, but also extremely dynamic.
Inventist.com site traffic - Increase site traffic by at least 50%
Solowheel sales - ncrease Solowheel sales by at least 25%
1.
2.
Following our initial launch, we believe that the “I Dare You (Austin)” campaign can be expanded to a number of similar cities across the United States. The most obvious, in our opinion are: Chicago, Boston, and Portland.
Chicago is flat, and 24-44 year olds have a median income of $77,000. Chicagoans also spend above average on transportation and 66.4% are White Collar workers.Similarly, Boston’s median age is 30 and a majority of the population is between 25-34 with an average income of $75,000. Finally, Portland boasts 80% flat terrain, and a $65,000 median income. Furthermore, all of these places offer rich cultural events and communities that we can tap into. 25
SALES & POST-CAMPAIGN
26. CONCLUSION
An original army brat, lifelong Irish twin and established Eastern North Carolinian. A curious spirit and thrill for adventure lead her to find her two greatest passions in life: sailing and creative advertising. She aspires to be an Account Planner and seeks to understand (almost) every aspect of the ever-changing digital world. Oh, and her mom can’t watch TV with her anymore because she is quite the critic.
He’s a firm believer in the term dog friendly and a staunch proponent of the power of naps. This Scotch-English New Englander/New Yorker has a passion for strategy and finding out what appeals to people and why. He loves to cook and has seen The Lion King over 100 times.
Twenty-one years young and a thriving advertising student at the University of North Carolina at Chapel Hill. This Boston native prides herself on her obsession with fine cuisine and curiosity to wander the world. She enjoys the psychology and understanding of consumer behavior and its role behind the production of effective creative campaigns.
Thank you for allowing us to work on this project. We thoroughly enjoyed it! 26
We were prompted to drive brand awareness and engagement in tandem with identifying a specific target audience. Our research led us to Nate, our sample target profile, and a three-tiered media campaign that met our awareness and engagement objectives.
The “I Dare You” Campaign will engage all Nate-like beings and smoothly integrate Solowheel in their lives. The brand personality we have created will continue to encourage Nate to push himself as he does naturally.
Our media placements were purchased with enough precision to reach our target audience while simultaneously optimizing all configured marketing strategies. Our defined focus on one geographic area will enable us to gauge the success of our strategies to then expand and adjust current strategies to limit risk.
We thrive on facilitating the marriage between our consumer’s lifestyle and our brand’s personality. As a result, Solowheel will see noticeable market share growth and prominent brand recall and recognition amongst consumers. After all, no one wants to ride a one-wheeled alternative mode of short-distance transportation; they want to Solo. It was our job to tell them they can and should.
CREDITSALEX GRIMMDYLAN MCCUEANGUS ROBERTSONELYSE SCHAEFERJOANNA SANFILIPPO
She’s an eager advertising student best defined by her enthusiasm for Harry Potter, expertise on crime TV and aspirations to be a creative media planner. The common thread in her varied interests? A passion for great storytelling. She loves the process of crafting an innovative media strategy that translates creative executions into efficient, meaningful interactions between the brand and consumer.
A lifelong Tar Heel, born in Texas and raised just down the road from UNC in a town called Saxapahaw. Began studying advertising because he hates the bad ads, but likes the good ones – and he wants to tip the scales toward the latter. Hobbies include fishing, snowboarding, cooking, and creating all sorts of things.
27. WORKS CITED
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"Big Cat." E-bykes.com. Accessed November 15, 2014. https://www.e-bykes.com.
"Capital Metro Transit Advertising: 2014 Rates and Information." Accessed November 15, 2014. https://www.capmetro.org/uploadedFiles/ Capmetroorg/Business/Advertise_With_Us/PRM 131115B Transit Advertising Media Kit Update_revision.pdf.
"Capmetro Fares." Accessed November 15, 2014. https://www.capmetro.org/fares/.
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"Electrified Personal Rover Introduced." EV World. Accessed November 15, 2014. http://www.evworld.com/news.cfm?rssid=27206.
"Five Future Transportation Technologies That Will Actually Happen." FoxNews.com. Accessed November 15, 2014. http://www.foxnews.com/ tech/2013/11/27/five-future-transportation-technologies-that-will-actually-happen/.
"How Much It Costs." Austin B Cycle. Accessed November 15, 2014. https://austin.bcycle.com/how-much-it-costs.
"Nimbus Unicycles." Nimbusunicycles.com. Accessed November 15, 2014. http://nimbusunicycles.com/trials-street/.
"Organic Transit." Welcome to Organic Transit! Accessed November 15, 2014. http://organictransit.com.
"Top 7 Most Exciting Alternate Modes of Transport in Israel." Israel21C.com. Accessed November 15, 2014. http://www.israel21c.org/headlines/top-7- most-exciting-alternative-modes-of-transport-in-israel/.
"USA E-bike Market Bigger Than Expected." Bike Europe. Accessed November 15, 2014. http://www.bike-eu.com/Sales-Trends/Market- Report/2014/9/USA-E-bike-Market-Bigger-than-Expected-1561424W/.
"Zike." Zike.com. Accessed November 15, 2014. https://www.zike.net/products.html. 27