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