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Chrysler’s Seek Something BetterWho are we? And what do we want to do? • Chrysler is one of the largest and most well- known automotive companies in the world. • For us to properly market ourselves to the public, we need our strategies to be fresh and diverse. • Chrysler owns Jeep, Fiat, Dodge, and of course Chrysler. • The goal of the campaign is to expose Chrysler’s brands, while making sure they appeal to a younger/more diverse generation.
Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicatorso Diverse demographicso Young Adults - Men and women (25-34 years of age)o Parents (with a focus on mothers) 30-42 years of age with young children
Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicatorso Increase webpage visitso Engage younger and more diverse demographicso Success will be measured based SEOo Promotion of the campaign will be vital to the successo We will increase awareness with effective SEO
Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicatorso Our campaign “Seek something better” – focusing on younger demographics, therefore, we need to market Chrysler as fresh and better than the competitiono Campaign Goals: o Expose the Chrysler brand o Increase Chryslers customer base o Increase sales
Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics Indicators o The main tools for this campaign will be in form of social media outlets. o We will use outlets such as Twitter, Instagram, Facebook, Vine, Pinterest, and our blog and webpage. o Facebook and Twitter will be used to keep customers informed o Our blogs and webpage will be used to for reviews, answer questions, and promoting the Chrysler brand o Twitter, Instagram, Pinterest, and Vine will be used for contests
Chrysler’s Seek Something BetterTarget Key The Tools &Audience Performance Campaign Tactics IndicatorsSocial Media Contest:o Ask people to post their Chrysler stories on social media sites. o If people are going to share the product, they need to be able to tell its story. o That can be as simple as a clear statement about what the product does, or as complicated as a really interesting origin story.
Chrysler’s Seek Something Better Budget Plan Budget = $25 million Digital marketing budget = $32,000 per month• SEO (Search Engine Optimization) = $3,200 per month • PPC (Pay Per Click) = $19,200 per month • Social Media = $4,800 per month • Email = $1600 per month • Mobile = $1600 per month • Content = $1600 per month Incentive to post their favorite Chrysler moment • $100 to the people with the best postsPay people to monitor Chrysler’s social media accounts Cost of webpage ~ $5650
Summary Through the “Seek Something Better” campaign, we plan to reach a younger, more diverse target market. This will be carried out through social media because young adults gravitate towards it and use it on a daily basis. We believe that Chrysler will be able to meet its goals while at a limited budget.