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1.0 Executive Summary
The goal of this marketing plan is to deeply analyze Motion Sphere’s current situation as well as
developing objectives, strategies and tactics the company could use to increase its recognition
and its target market. Motion Sphere is a global entertainment company founded on 2013, which
is focused on immersive simulation experience development based on a patented, cutting edge,
small, fully mobile, low cost and scalable motion platform (Motion Sphere, 2013). Its target
market includes a variety of industries such as gaming, motion pictures, amusement venues,
educational applications, training, etc.
Motion Sphere’s mission according to their website is to “Deliver a Highly Realistic
“Immersive” Experience for the participant, one that would remain positively memorable for
many years to come.” The company currently creates events around the world to promote their
products as well as their market via social media platforms and on their website. But with the
increase of competition on some of its markets, this marketing plan offers some approaches and
strategies for the company to increase its recognition. This plan will focus on using social media
platforms for promoting its products as well as announcing events and campaigns that the
company is planning on the future. Furthermore, it also offers suggestions based on advertising
on various platforms associated with their targeted audience such as YouTube Ads, Google Ads,
and Instagram Ads with the aim of gathering a number of new consumers into the market.
The goal of these strategies is to attract new consumers into the industry of simulation and virtual
reality via social media platforms to increase their interest of trying out the products of the
company. With the objective of gaining at least a thousand more participants than last year by
developing events and festivals on other parts of the world, having the opportunity to use these
approaches would help the company to attain new consumers.
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2.0 Situation analysis
This section will provide a brief analysis on the current state on how Motion Sphere is operating
based on their objectives and their strategic partners as well as analyzing the company’s internal
and external operations based on its advantages and disadvantages against its competitors.
2.1 Company overview and objectives
Motion Sphere is a global tech company focused on both simulation and virtual reality with a
unique motion platform that could deliver a more realistic immersive experience. It aims to
provide on what the market is seeking; an unforgettable participation for a brand-new
marketplace and consumer. The company's objective is to attract more people into their events to
build a stronger customer engagement, brand awareness, training, and product education (Motion
Sphere, n.d.).
2.2 Strategic partners
The company currently has four strategic partners. Those including Blackwood Holdings –
U.S.A., which is a capital firm with deep managerial and technical proficiency of rushing
companies to market leadership. Bandai Namco Entertainment, a multinational game developer
and publisher. Dengun, a digital agency specialized in the design and development of web and
mobile platforms and combined marketing strategies. RM Plus, an award-winning master
planning, architecture, and interior design firm with experience in worldwide projects.
2.3 S.W.O.T. analysis
The goal of this SWOT analysis is to further analyze on how the company is currently doing as
well as looking deeper into some of its advantages and disadvantages against its competitors.
Strengths
1. Lower cost than its competitors
2. Various strategic partners
3. Various products with unique realistic
simulations
Weaknesses
1. Lack of employees
2. Not enough recognition
3. Brand awareness
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Opportunities
1. Increase our target market by
attending events around the world
2. Arrival of new technology to the
market
3. Develop campaigns from social media
platforms
Threats
1. Rising of competition
2. Government policies
3. Price war
3.0 Marketing strategies
These are the strategies for the company to use and work in the future with the goal of expanding
their market and their company with social media platforms, event planning, and customer
personas.
3.1 Customer Personas
Valerie Smith
30 years old
Lives in Los Angeles, CA
Single
Income 52,000 per year
Event Manager
Likes to organize events as well as seek venues with clients and
suppliers. Has a powerful social media presence.
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Vincent Moore
47 years old
Lives in Charlotte, NC
Married
Income 90,000 per year
US Naval Officer
Interested in contributing to the discovery of new technologies that
will assist the Armed Forces.
John Burk
27 years old
Lives in Orlando, FL
Married
Income 68,000 per year
Software Developer
Enjoys working with technology in general as well as seeking
ways of improving the future of machinery.
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3.2 Social Media
Social media strategies will be put in place for Motion Sphere, this will ultimately expand their
market as well as provide opportunities to boost recognition from specific platforms. We will
also link specific personas with specific social media campaigns.
3.2.1 Facebook
Motion Sphere has 2,602 followers as of 2019 the page was created May 10, 2019 with a total of
2,615 likes on the businesses profile page (See Appendix A). Facebook has grown into a venue
for businesses to market themselves through interaction with their customers and self-promotion.
(Marrs, 2019). Motion Sphere will use Facebook for the capability of building an emotional
connection with consumers, keeping them informed, developing brand awareness and expanding
our market. We will post enjoyable content for our consumers such as links, videos and images
of Motion Sphere events and work. Research shows that the best times to focus on Facebook
marketing are 1-4pm and 2-5pm on weekdays (Ridley & Creative Digital Marketing, 2019),
therefore we will put most content out at or around this time. The average Facebook user is 40.5
years old which also coincides with the times a consumer that age is actively using social media
sites. Customer persona Vincent Moore resonates with the Facebook campaign because he is
committed to helping his country, interested in how new technologies will help advance the
military word and is a part of the age group dedicated to Facebook as their go to social media
platform.
3.2.2 Instagram
With 117 post, currently at 419 followers and following 71 people there is great potential for
effective Instagram marketing (See Appendix B). We will start by recreating the “profile
description” so that it comes across more detailed. Hashtags are extremely popular on this
platform so we will use the platform to expand our market with creative hashtags attached to
photos to improve visibility on this network. Research shows that more than 40% of Instagram
users are between the ages of 16-24 years old (Villegas, 2017). Using Instagram will guarantee
us growth potential; the platform grew by 66% in 2013 and received 15 times more engagement
than any other social media site. Using Instagram to connect with customer on the go, or one
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click away will help consumers stay engaged with Motion Sphere. Customer Persona Valerie
Smith resonates with the Instagram campaign because she has mastered the art of social media
throughout her career. Being and event manager Valerie is always on the go, Instagram is
Valerie’s go to for meeting clients and bringing their products to her events because of her highly
active social media account.
3.2.3 YouTube
On the YouTube channel, there are 157 subscribers and 14 videos posted to the platform. 1 year
ago, was the last time there was video content uploaded to the page. YouTube is not currently
being used to its advantage. There are no channels, no discussion post to promote consumer
engagement and the “about” description page is blank. We need to focus on building trust with
our consumers on this platform. Trust is everything when it comes to customer acquisition.
(Agrawal, 2016). We will start building trust thru video content showing customer engagement
and recommendation of Motion Sphere. Customer persona John Burk resonates with the
YouTube campaign that will be put into place. John Burk is young and married with children.
John Burk ad his family are always surfing YouTube in hopes of finding the latest/coolest
videos. His family loves to be on the up and up of technology and gains satisfaction from
learning and having a unique experience of new technology simulation. YouTube is John Burks
number one choice for entertainment.
3.3 Event Planning
Event planning is another key opportunity to expand the market worldwide. This will enhance
the growth of the industry to take part in other parts of the world in order to enlarge their brand
and their products.
3.3.1 U.S.A.
Events in the U.S.A. are very important to Motion Sphere considering their headquarters are now
located in the U.S.A. We will continue to focus on planning events in the U.S.A. as before. B2B
(business to business) event marketing will continue to be the main focus for Motion Sphere, we
will continue this method for the sake of selling our events to other businesses to get them to
sponsor, attend and/or exhibit. The rewards of business to business event planning will be more
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tangible by helping other business increase revenue and/or create a competitive advantage
(Eventbrite, 2019).
3.3.2 International
Our international strategy will include updating the website with upcoming events, paid
promotion, emailing blasting which will come from sign up on the company’s website, social
media pages and/or manual check in sheets at live events. Continuously blogging on Facebook
and YouTube so that international consumers who aren’t near us can stay up to date with Motion
Sphere. Motion Sphere will continue to seek any upcoming events internationally related to the
VR Simulation industry to expand the market.
3.4 Advertising
This section offers various types of new advertisement on the internet for opportunities and
brand awareness. The company could use these tactics to seek for people who are passionate
with technology or industries related to Motion Sphere.
3.4.1 YouTube Ads
YouTube is one of the world’s biggest platforms for advertisers. YouTube is also the second
biggest search engine after Google, with 1.9 billion monthly active users. 50 millions of those
users are content creators. The platform offers three video categories, TrueView ads are the
skippable ads that appear at the beginning of YouTube videos. TrueView ads allow brands to
advertise their products and services with how-to videos, demos, video testimonial and more.
TrueView ads are cost-effective way to reach a relevant audience. You only pay when the ad has
either played for 30 seconds or longer or ended.
Non-Skippable YouTube ads has two types which are Pre-roll ads which appear before videos
plays and Mid-roll ads which appear at the midpoint of a 10 minute-or-longer videos. The third
one is Bumper ads, which last six seconds at the most. They appear at the end of YouTube
videos and are paid for on a CPM basis. Bumper ads are ideal for targeting mobile users.
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Research shows according to Google Analytics Many large brands are using bumpers ads to
drive upper-funnel goals like ad recall and awareness. Bumpers ads are a cost-effective way to
reach your target audience, ensure your message is seen and Heard, it will be best to start off
with TrueView and Bumper ads, targeting video game users and automotive fans would be the
market to go after. Motion Sphere will run ads about the AR experience and the event
technology the brand has established for other concepts.
3.4.2 Search Engine Optimization & Pay Per Click
SEO helps the brand website design and content more attractive to a search engine like Google,
Bing and Yahoo but are not limited to only those platforms. The goal is to have key words like
AR or VR attract to the brands website so the audience can see the product or services during
their internet browsing.
Motion Sphere will use Google Analytics to collect information from their website. Analytics
records a visit each time a user views a page with google analytic code for their website. The
brand can track user activity on each page using tracking codes throughout the buyer’s
experience. The best results are looking at competitors keywords and use value words.
Matching key words Motion Sphere has collaborated with like E-Sports, Car Racing, Moto
Racing, Biometric, Snowboarding are some that can enhance the brands visibility on search
engines. The same strategy for SEO will be used for PPC for banner on websites.
3.4.3 Instagram Ads
Instagram has 1 billion active users who log onto the app. According to Ad Espresso, 80% of
users follow brands on Instagram. Building the Motion Sphere business on Instagram will help
drive more traffic to the brand website. The services they offer are Stories Ads which
complement your feed content with ads on Instagram stories. Photo Ads tell the story through a
clean, simple and beautiful creative canvas. Video Ads get the same visually immersive quality
as photo ads with added power of sight, sound and motion. Carousel Ads adds another layer of
depth to campaigns where people can swipe to view additional photos or videos in a single ad.
Ads in Explore reach people in a discovery mindset by extending your feed ads to audiences who
are looking to expand their interests beyond the accounts they follow.
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To reach the right audience Motion Sphere will focus on Stories ads because it connects 500
million plus users to the brand. The campaign will show current and past event shows Motion
Sphere has been involved in. Video Ads is another tool to use to showcase the VR experience.
Similar to SEO creating ads in explore will help gain new customers. In the explore ads Motion
Sphere will showcase the campus and how the products are made for each client.
4.0 Measurements & KPI’s
Some essential Key Point Indicators to meausure are having a number of new contracts signed
per period, seek of events around the world, checking the follower count from the company’s
social accounts, number of posts from each of the platforms and customers retained, monthly
website traffic, and having to look at the search engine optimization. These are some useful
reviews or data points to constantly use in order to keep on updating the approaches for the
company.
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