Digital Marketing Campaign for SNOWDRIVE - Term Paper Example

Your Full Your & 14 December, Introduction The purpose of this report is to develop an online marketing campaign that has the goal of attracting visitors to the following online infrastructure of SNOWDRIVE: 1. Events website; 2. Company website; 3. Facebook; 4. Twitter 5. Google Advertising This will culminate in a marketing plan that will be used to examine and cover all the elements and aspects of the operation of this plan Company Information SNOWDRIVE is a company that sells tires that are adapted and appropriate for Winter driving. It is a kind of a tire that detects snow and ice on the ground and develops spikes that automatically come out when the ground temperature changes to cold. Therefore, in terrible snow, this tire can maintain maximum traction. This product is clearly an innovative product and it aims at commercializing a completely new and unusual idea and concept that will save lives in winter. Therefore, the end of this project is to advertise and promote the company’s new tire brand and also promote the company name and brand as a secondary aspect of the project. Campaign Objectives This campaign will include a sale of a high number of tires to the market. And the end will be to sell 200,000 tires in North America and Europe in the five winters between 2014 and 2018. This will include creating awareness to consumers in USA, Canada and the European Union and also maintain a 20% sale level in the emerging markets. Sales in these emerging markets will be boosted to 200% of primary market sales after 2018. Online marketing is going to be used as the primary system through which the tires are going to be marketed. Therefore, the plan is to provide online marketing to all the consumers and enter the markets through a unique and distinct system and process. External Analysis SNOWDRIVE is faced with competition from various levels of competitors. First of all, there is the threat of new entrants which includes companies that can manufacture similar types. This is quite unlikely. Secondly, there is the threat of substitutes, which is a major threat because most consumers will want to use traditional tires. And a few tires advertise online. Thirdly, there is the threat of buyer integration and this is quite high because buyers can easily form online niches through which they can advertise SNOWDRIVE tires. Fourthly, there are threats of supplier integration which is quite unreal because SNOWDRIVE are the suppliers. Finally, the threat of competitors in the industry is not really harsh since SNOWDRIVE is innovative in its presentation of this unique winter-type of tires. External Environmental Analysis There are various processes in the external environment that are important and vital in the affairs and activities of SNOWDRIVE. Political: The policies of the United States and Canada as well as the European Union are relevant and this includes importation and taxation rules as well as Internet disclosure processes and regulations. The liberalization of trade means that promotion could be done from a centralized source and process through which the company can sell and market products. However, important federal and EU relating to the advertising of agencies including respect for local laws must be streamlined. Economic: The recovery from the global financial crisis means that more people have more money to spend. Therefore, high prices can be advertised with ease. Sociological: Several younger people are now driving and more young people spend time online. Therefore, younger people could be the central markets for such a drive. Technological: The availability of technology and the growth of smartphones mean that adverts can be more personalized than normal. Environmental: There are no clear environmental implications in this study. Legal: Local laws on online advertising ought to be taken into account and utilized. Marketing strategy The marketing must therefore be skewed towards the presentation of the tires in a way and manner through which consumers will get the tires and have the best results from it. 1. Target customer: The primary customers are young members of these developed economies. This should include the younger sections of society who spend more time online. Secondary customers should be the richer and older users of the Internet who have major corporate powers. This includes young drivers between ages 18 and 35 as primary customers and older drivers aged 45 and more as secondary customers. Female drivers in the younger class will be the target consumers. Whilst males will be made to work within this feminist discourse. Persons with income levels that range from $12,000 and $30,000 a year will form the basis of the primary target customer base. Older customers will be expected to earn over $100,000 a year. This includes persons driving popular local car brands and the top five international brands. Customers who spend time on cosmopolitan activities and urbanite cultures will bethe target customers; 2. Brand Positioning: This will be done through differentiation and the value to customer. This will be through the presentation of visuals that are clear and distinct. Therefore, every advertising theme must contain something unusual before the message. Secondly, the mood should be one of life-saving and the prevention of death on wintery roads. 3. Marketing Plan: The price will be high since this product is new, therefore the price should be 50% higher than normal tire as there is the need to offset research and innovation costs. The product must be presented as a unique and distinct option for the driver who drives in winter. Promotion should be done through the use of innovative technologies and the most modern processes and since. Place should be the online environment and this should include the advertising through the five online outlets; Events website, Company website, Facebook, Twitter and Google Advertising and this will be complemented with an online e-commerce sale portal that will be honored by local sales representatives. Offers for improved services will be presented to younger members of the society and try to induce them into accepting the offer. Young female drivers will be primarily targeted with these discounts, whilst males will be targeted through hobbies and sports. Marketing Communication Plan The centralized online marketing plan should be done through the presentation of an objective of creating awareness with 20 million drivers in Canada, USA, EU and the rest of the world. This should be the creation of an awareness and purchasing link for each advert. The marketing communication system will be steeped in segmentation based on the age, gender and hobbies of respondents. Therefore, the proactive sites will be made to change their processes and systems in relation to new opportunities in communication. Younger males and females will be targeted on the basis of their interests and hobbies. Older respondents are to be targeted with messages that link them to enhanced and reputable international business practices in order to induce the commercial world. Target Audience and Message The targeted audience is a set of young members of the society and this includes and this will be complemented by marketing to older members of the society who control capital and corporate power. The fundamental message will be “Get a SNOWDRIVE TIRE! Winter can kill”. This message should be the fundamental theme for the adverts and other promotional activities that will be conducted. The message to younger persons will be cosmopolitan and urban in outlook. It will seek to focus on getting the best and most modern life. Messages to older customers will aim at international entities and global firms in order to create a class for these firms and organizations. The messages will be crafted on recent events around these times that will complement these activities. Digital Channels There event website will be a dynamic site that will change by region and by country. This means that the site will present new and unique information about SNOWDRIVE and it should be linked to an appropriate SEO plan and/or Google ad plan. Sites will be reviewed proactively for the demographic details of the database that will be controlled by the marketers. These demographic details will give rise to the design of packages most appropriate to different ages of respondents. The company website must provide comprehensive information for local and global SNOWDRIVE campaigns and this should guide consumers on how and where to buy products and services. Viral marketing campaigns must be carried out through accredited agencies who will use Facebook and Twitter accounts for SNOWDRIVE and set out marketing activities and plans. Social media advertising must be interpersonal in outlook. Read More