Communication Plan for<br />The SmartShoe Trainer XR<br />MK627 Interactive & E-Communication<br />Robert Graham<br />Cath...
Roll out the SmartShoe Trainer XR<br /><ul><li> Breakthrough running shoe with built-in monitoring system that records hea...
 Adjusts to runner’s foot </li></ul>Monitoring System<br />Use<br />E-Communication Methods<br />Auto-fit system<br />
Target Market<br />Primary market<br /><ul><li>Professional runners/marathon    runners/people-in-training
Passionate about their sport:        willing to spend time and money    investing in the quality of</li></ul>performance <...
Less passionate about running; more focused on fashion </li></ul>Early Adopters -> Majority<br />
Methods<br />
Creative Ideas:<br />Cookies stored after 1st<br />Create a ‘MapMyRun’ Section <br />Gather information regarding which pa...
Feasibility:<br />Connect the consumer with relevant ad messages.<br />Site speaks directly to them to create higher engag...
Strengths for Reaching Target Audience:<br />Different types of runners are interested in different aspects of the shoe. B...
Effectively Collect Consumer Data:<br />Interaction behavior cues<br />Demographic Targeting <br />Browsing History <br />...
Details to Enhance the Effect:<br />Knowing where they live will help direct them to a store closest to them and give them...
Search Engine Marketing – paid search<br />Benefits for advertisers: can do lots of tests<br />Benefits for consumers: rel...
Google AdWords and Google Adsense<br />Daily budget: $200<br />Method: Pay-per-click<br />Target: keyword, US population<b...
Sample Ad<br />Comfortable Running Shoes<br />Monitoring system built-in.<br />Best running shoes for athletics. <br />htt...
Search Engine Optimization – organic search<br />Benefits: generates more click than a paid search, more credibility, bett...
On-site Optimization<br />Keywords<br />Page Rank<br />Title Meta Tags<br />Image Alt Tags<br />Hypertext Links<br />Domai...
Creative ideas:<br />Zyzys custom channel<br /> Show Smartshoe in action using movie trailer-style<br /> Post customer vid...
The feasibility:<br /> Comprehensive and entertainment way to present to consumers<br /> Easy to track the effectiveness o...
Strengths to reach target audiences: <br />Low cost<br /> Using of video targeting tool<br /> More effectively<br /> Reach...
Effectively collect consumer data:<br /> Tracking consumer comments<br /> Sharing, click rates.<br /> Sharing interactive ...
Details help to enhance the effect:<br /> Choose a user name that reflects the brand for Zyzys channel URL<br /> Enhance Z...
Creative ideas:<br />1. Build a community “Clubhouse” of passionate about running<br />2. Create an atmosphere of a profes...
The feasibility:<br />Relevant and logic way of reaching the marcom objective of growing awareness of a breakthrough techn...
Strengths to reach target audiences: <br />1.  A “cheaper” way to stay on top of current marketing trends<br />2. Measurin...
Effectively collect consumer data:<br />1.Tracking consumer satisfaction through comments and wall posts, tweets, retweets...
Details help to enhance the effect:<br />1. Consistent look and feel<br />2. Having a unique Zyzys brand page<br />3. Havi...
Mobile page<br />Need to build mobile page for smart-phone users.<br />Through QR-code, Google Goggle, and AD on apps such...
Zyzys App: The Integrated App for Runners<br />Zyzys<br />Monitor & Record<br />Adjust<br />Find Zyzys Stores<br />Safe Li...
4 Miles Marathon competition with the integrated app<br />-Monthly Event<br />-Using GPS and <br />  time recording system...
Strength<br />Establish the High Quality CRM DB <br />Zyzys<br />Smart-Phone<br />Smart-Shoe<br />High Technology<br />Buz...
Presenting the SmartShoe via Email <br />Catchy subject line “Why Should I care?”<br />Links to social media, videos, webs...
Using Email To Sell Shoes<br />Collect lists of professional runners (marathon, running clubs, etc.)<br />Ideal way to cus...
Strengths of Email Marketing<br />High ROI and click through rates (2.4%)<br />“Traditional marketing techniques like emai...
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Interactive & E-Communication Marketing Plan

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Interactive & E-Communication Marketing Plan

  1. 1. Communication Plan for<br />The SmartShoe Trainer XR<br />MK627 Interactive & E-Communication<br />Robert Graham<br />Cathy, Jaclyn, Jing, Lim, Marissa, Yulia<br />
  2. 2. Roll out the SmartShoe Trainer XR<br /><ul><li> Breakthrough running shoe with built-in monitoring system that records heart rate, distance, calories, etc.
  3. 3. Adjusts to runner’s foot </li></ul>Monitoring System<br />Use<br />E-Communication Methods<br />Auto-fit system<br />
  4. 4. Target Market<br />Primary market<br /><ul><li>Professional runners/marathon runners/people-in-training
  5. 5. Passionate about their sport: willing to spend time and money investing in the quality of</li></ul>performance <br />Secondary Market<br /><ul><li>Trend followers
  6. 6. Less passionate about running; more focused on fashion </li></ul>Early Adopters -> Majority<br />
  7. 7. Methods<br />
  8. 8.
  9. 9. Creative Ideas:<br />Cookies stored after 1st<br />Create a ‘MapMyRun’ Section <br />Gather information regarding which pages they visited.<br />2nd Visit <br />Show ads with info about races close their location <br />Visit site for more than 5 minutes: Offer free admission to a day runners clinic/webinar with a famous runner if they take a survey.<br />3rd Visit<br />Offer a store coupon for % off the shoes if they sign up for the newsletter. <br />
  10. 10. Feasibility:<br />Connect the consumer with relevant ad messages.<br />Site speaks directly to them to create higher engagement & response rates.<br />Targets specific behaviors into ‘runner segments’. <br />Cluster Target: Elite/Professional Runners, Competitive Race Runners, Casual Race Runners, Casual/Hobby Runners, New Runners.<br />Segments based on frequency of visits, themes of content viewed, time of engagement, geo-targeting data, and demographic characteristic<br />Consumer has a strong interest or intent to purchase if they click on an ad.<br />
  11. 11. Strengths for Reaching Target Audience:<br />Different types of runners are interested in different aspects of the shoe. Based on their browsing history we will be able to segment them into their appropriate runner cluster and have relevant information available on WebPages.<br />Ability to reach the right consumer on any website page with an ad relevant to them.<br />
  12. 12. Effectively Collect Consumer Data:<br />Interaction behavior cues<br />Demographic Targeting <br />Browsing History <br />Indicates needs and wants in a running shoe.<br />Time spent on site.<br />Reveals intent to purchase or visit store to test shoes. <br />
  13. 13. Details to Enhance the Effect:<br />Knowing where they live will help direct them to a store closest to them and give them information about races close to them, tips on how to train in weather on their region. <br />Welcome them when they visit the website using their name.<br />
  14. 14.
  15. 15. Search Engine Marketing – paid search<br />Benefits for advertisers: can do lots of tests<br />Benefits for consumers: relevant to their search, match their needs and interests<br />
  16. 16. Google AdWords and Google Adsense<br />Daily budget: $200<br />Method: Pay-per-click<br />Target: keyword, US population<br />Keywords to bid on: running shoes, footwear for athletics, comfortable shoes, shoes with monitoring system built-in<br />Bing and Yahoo<br />
  17. 17. Sample Ad<br />Comfortable Running Shoes<br />Monitoring system built-in.<br />Best running shoes for athletics. <br />http://www.zyzys.com<br />Professional Running Shoes<br />Designed to fit the runner.<br /> Comfortable and special.<br />http://www.zyzys.com <br />
  18. 18. Search Engine Optimization – organic search<br />Benefits: generates more click than a paid search, more credibility, better position results more traffic and higher conversion; they are free.<br />
  19. 19. On-site Optimization<br />Keywords<br />Page Rank<br />Title Meta Tags<br />Image Alt Tags<br />Hypertext Links<br />Domain names and file names<br />Off-site Optimization<br />
  20. 20.
  21. 21. Creative ideas:<br />Zyzys custom channel<br /> Show Smartshoe in action using movie trailer-style<br /> Post customer video testimonials<br /> Marathon-related videos, viral videos<br /> Report about events or presentation about the new shoes<br /> Conduct an interview with an expert or link to health related topics, outdoor activities.<br />
  22. 22. The feasibility:<br /> Comprehensive and entertainment way to present to consumers<br /> Easy to track the effectiveness of the campaign -comments, sharing times, subscribers<br /> Influential<br />AWWW~I want ZYZYS<br />
  23. 23. Strengths to reach target audiences: <br />Low cost<br /> Using of video targeting tool<br /> More effectively<br /> Reach large scope of audience<br />ZYZYS<br />ZYZYS<br />
  24. 24. Effectively collect consumer data:<br /> Tracking consumer comments<br /> Sharing, click rates.<br /> Sharing interactive videos by asking personal information<br />
  25. 25. Details help to enhance the effect:<br /> Choose a user name that reflects the brand for Zyzys channel URL<br /> Enhance Zyzys videos using YouTube’s special features, such as annotation, audioswap, insight, language options and quick capture<br /> Add the channel URL to marketing collateral and social network profiles<br /> Study the channel’s performance with the integrated Google Analytics and YouTube Insight to make the most of the video.<br />
  26. 26.
  27. 27. Creative ideas:<br />1. Build a community “Clubhouse” of passionate about running<br />2. Create an atmosphere of a professional branded club<br />3. Creating a Fan Page that looks like a “Friend” for our target<br />4. Allow and encourage interactivity of a page<br />5. Integrating other tools like YouTube and Blogs into a Fan page<br />6. Creating an on-line marathon season related buzz campaign<br />
  28. 28. The feasibility:<br />Relevant and logic way of reaching the marcom objective of growing awareness of a breakthrough technology athletic shoe<br />Achieving web presence and interactivity through linking back the official website to the multiple social media channels<br />
  29. 29. Strengths to reach target audiences: <br />1. A “cheaper” way to stay on top of current marketing trends<br />2. Measuring effectiveness through views, downloads, fans.<br />3. Reaching the right people at the right place<br />
  30. 30. Effectively collect consumer data:<br />1.Tracking consumer satisfaction through comments and wall posts, tweets, retweets, blog comments and messages<br />2. Reposting amounts, fan base, followers<br />3. People love sharing their interests and demographic info in their pages allowing this data to be public and provide us with an up-to-date scope of the interested – “opted-in” target audience scope<br />
  31. 31. Details help to enhance the effect:<br />1. Consistent look and feel<br />2. Having a unique Zyzys brand page<br />3. Having social media icons <br />4. Marketing research of social media channels performance through blog analytics, RSS feeds, Fan page performance and Follower behaviors through constant monitoring of the satisfaction and following up<br />
  32. 32.
  33. 33. Mobile page<br />Need to build mobile page for smart-phone users.<br />Through QR-code, Google Goggle, and AD on apps such as ‘APPertising’ or in-gaming ads.<br />Interactive function and event. <br />Zyzys<br />
  34. 34. Zyzys App: The Integrated App for Runners<br />Zyzys<br />Monitor & Record<br />Adjust<br />Find Zyzys Stores<br />Safe Light<br />
  35. 35. 4 Miles Marathon competition with the integrated app<br />-Monthly Event<br />-Using GPS and <br /> time recording system<br />Zyzys<br />Brand Awareness <br />+<br /> Visiting in-store<br />OOH AD<br />Zyzys<br />Finish<br />Point<br />Kiosk<br />
  36. 36. Strength<br />Establish the High Quality CRM DB <br />Zyzys<br />Smart-Phone<br />Smart-Shoe<br />High Technology<br />Buzz<br />
  37. 37.
  38. 38. Presenting the SmartShoe via Email <br />Catchy subject line “Why Should I care?”<br />Links to social media, videos, website<br />Images of shoes <br />Images/videos of the shoe performing<br />Customizable based on gender and running preferences<br />
  39. 39. Using Email To Sell Shoes<br />Collect lists of professional runners (marathon, running clubs, etc.)<br />Ideal way to customize and personalize content <br />Colors based on gender<br />Performance and functionality based on running preferences<br />Ability to showcase the features from many dimensions<br />Easy to measure success of campaign and collect consumer data<br />
  40. 40. Strengths of Email Marketing<br />High ROI and click through rates (2.4%)<br />“Traditional marketing techniques like email influence not only more traffic; they deliver better quality traffic.” – ForeSee 2011<br />“Some of the most satisfied site visitors arrived at the site because of previous familiarity with a brand, promotional emails, etc.” –ForeSee 2011<br />“39% of companies said that email was the strongest performing advertising channel.” – Datran Media <br />
  41. 41. Using Email to Collect Consumer Data<br /><ul><li>Targeting and personalization of emails  candetermine which segments had highest open rates
  42. 42. See what consumers do once they open the email: how much time spent, links clicked, website visits
  43. 43. Ability to follow the sales cycle </li></li></ul><li>Using Email for Maximum Brand Exposure<br />Email to include exterior links for additional information and brand engagement: social media, website, etc.<br />Include relevant articles about shoe performance, product reviews <br />Highly targeted: send blasts out before certain events by city<br /><ul><li>“Train properly for the upcoming Boston Marathon with these shoes”</li></li></ul><li>THANKS!<br />

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