Toshiba Laptops: An integrated digital marketing strategy

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An integrated Digital Marketing strategy for Toshiba Laptops India. The objective is to create a digital presence through the social channels to promote the brand; its products, product innovation features & create engagement.

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Toshiba Laptops: An integrated digital marketing strategy

  1. 1. The Digital Marketing PlanIntegratedThe Digital Marketing Plan
  2. 2. TOSHIBA An Integrated Digital Marketing PlanWhy Digital Marketing?New OPPORTUNITIES for brand buildingReach a larger AUDIENCENon-intrusive ENGAGEMENT&INFLUENCEAllows for PARTICIPATION in REAL TIME& most importantly…
  3. 3. TOSHIBA An Integrated Digital Marketing PlanWhy Digital Marketing? DIGITAL MARKETING IS ABOU T ESTABLISH IN G A TWO-WAY INTERACTION WITH THE CUSTOMER. MOREOVER, ITS ABOUT BEING PART OF THE CUSTOMER‟S NETWORK
  4. 4. TOSHIBA An Integrated Digital Marketing PlanThe ApproachDIGITAL cannot exist in ISOLATION It has to belong to an ECOSYSTEMof Cooperative Channels of PARTICIPATION
  5. 5. TOSHIBA An Integrated Digital Marketing PlanThe Approach: Participation Map
  6. 6. TOSHIBA An Integrated Digital Marketing PlanThe Objectives• To build abrand presence: in the digital/social media space• To create a sense of awareness of Toshiba‟s product range• Demonstrate Toshibas expertise in Innovation: - UltrabookTM - 3D PC Technology - EasyGuard Technology - Sleep & Music• To reinforce the brand ambassador Sachin Tendulkar and maximize his popularity for the brand
  7. 7. TOSHIBA An Integrated Digital Marketing PlanThe Strategy AIM AT CREATING AN EXPERIENCE BRAND
  8. 8. TOSHIBA An Integrated Digital Marketing PlanThe Strategy: What is an EXPERIENCE BRAND?
  9. 9. TOSHIBA An Integrated Digital Marketing PlanThe Strategy: What is an EXPERIENCE BRAND?
  10. 10. TOSHIBA An Integrated Digital Marketing PlanThe Strategy The Digital Marketing Strategy for TOSHIBA“Experience Innovation”
  11. 11. TOSHIBA An Integrated Digital Marketing PlanThe Strategy: Toshiba & Innovation
  12. 12. TOSHIBA An Integrated Digital Marketing PlanThe Approach• Implement a sustained strategy that is driven & led by the product: features & innovations• Activities should integrate with existing communities and social networks where they exist.• Campaigns have to generate high levels of interest & engagement with the target audience.• In such a scenario it is important to maximize audience engagement by driving & incentivizing group participation & sharing of content
  13. 13. TOSHIBA An Integrated Digital Marketing PlanThe Approach• Make „content‟ memorable: previews & product experience through innovative campaigns• The new VIP: put the audience in the centre of action and invite individual opinion & influences• Encourage interaction & engagement: across social platforms & drive a „social dialogue‟
  14. 14. TOSHIBA An Integrated Digital Marketing PlanThe Channels to „EXPERIENCE INNOVATION‟• Website• Facebook• Twitter• Blogs• Email Marketing• Call Centre
  15. 15. WEBSITE
  16. 16. TOSHIBA An Integrated Digital Marketing PlanWEBSITE: The Goals• To be more engaging to encourage repeat visitors and increase time on website• To have a look & approach that attracts young audience• Generate more leads• Easy navigation: better productinformation and experience
  17. 17. TOSHIBA An Integrated Digital Marketing PlanWEBSITE: Must-HavesPresent the products through unique features which no competitor isproviding, like:• Security features• Sleep & Charge• Sleep & Music• 3D viewing• Product Comparisons• Product Recommendations – per buyer group• Downloads : Drivers; Useful software etc.• Social Media
  18. 18. TOSHIBA An Integrated Digital Marketing PlanWEBSITE: Must-HavesProducts should be classified by usages and buyer group, like:Usage:- Multiplayer Gaming- Movies watching- Online video and audio chatBuyer Group:- Students- Marketing Professional with MS office & Email usage- Small Businesses- Developers- Designers
  19. 19. TOSHIBA An Integrated Digital Marketing PlanWEBSITE: Must-HavesWebsite must have features to provide following service & support: -Download drivers with minimum click and inputs - Locate nearest service center easily - Check / renew warranty status easily - Easily search for important accessories for productMy Config.User should be able to fill the details and specs of the product theydesire, when the product is available.This can become insight to gauge the Visitors requirement andlaunch new products.
  20. 20. TOSHIBA An Integrated Digital Marketing PlanWEBSITE: Design Approach
  21. 21. SOCIAL MEDIA
  22. 22. TOSHIBA An Integrated Digital Marketing PlanCompetitor Activity snapshots Support Share Rich Media News Product Speak/Showcase Fill in the Blank
  23. 23. TOSHIBA An Integrated Digital Marketing PlanCompetitor Activity snapshots Media Briefing On-ground: Pavilion Pics Highlighted Album Post Consumer Trust through Quality Videos
  24. 24. TOSHIBA An Integrated Digital Marketing PlanFacebook: Approach CONTENT FB APPS Create Build interactive engaging content applications FB Spectrum Conceptualize graphic elements to support Build a loyal community content and improve call FB Ad- ARTWORK to action campaigns
  25. 25. TOSHIBA An Integrated Digital Marketing PlanFacebook: Approach for the Campaign Idea„Product in Focus‟: feature the latest product/innovation
  26. 26. TOSHIBA An Integrated Digital Marketing PlanFacebook: Approach for the Campaign IdeaThe facebook fan page: cover photo, profile pic, contests, applications andwall posts will all revolve around it.
  27. 27. TOSHIBA An Integrated Digital Marketing PlanFacebook: Applications & Contest IdeasExtend the Product feature/attribute through an application game: THIN
  28. 28. TOSHIBA An Integrated Digital Marketing PlanFacebook: Applications & Contest IdeasExtend the Product feature/attribute through an application game: LIGHTA game where in players have to guess the weight of Toshiba satellite v/sanother item. The items keep flashing and the players have to click on the itemthey think has the lesser weight.
  29. 29. TOSHIBA An Integrated Digital Marketing PlanFacebook: Applications & Contest IdeasExtend the Product feature/attribute through an application game: FASTHelp Sachin hit a „6‟ before the Portege boots up.The app is split into two halves. With Sachin on one side and a Toshiba series laptop on theother side. As the Toshiba boots up you must help Sachin hit a six before the Portege bootsup. Score is populated on the basis of time taken. You win if you hit a six first. You lose ifToshiba boots-up first. Leader board with aggregate scores is populatedAdvanced levels to add virality can be conceptualized. Eg: challenge your friends to beatyour time/score.
  30. 30. TOSHIBA An Integrated Digital Marketing PlanFacebook: Applications & Contest IdeasThe Brand Ambassador: Maximize Sachin‟s popularity for the Toshiba brandTop-up a Toshiba laptop with Sachin‟s Power • Watch Sachin‟s Toshiba commercial. • Invite friends to help fill-up Toshiba laptop hard-drive with Sachin‟s pictures, videos etc. and help Sachin score a century. • Runs will be accumulated for the accepted invitations and storing them in the time-line. • The fastest 10 who will help Sachin score a hundred will win.
  31. 31. TOSHIBA An Integrated Digital Marketing PlanFacebook: Applications & Contest IdeasThe Brand Ambassador: Maximize Sachin‟s popularity for the Toshiba brand
  32. 32. TOSHIBA An Integrated Digital Marketing PlanFacebook: Applications & Contest IdeasThe Brand Ambassador: Maximize Sachin‟s popularity for the Toshiba brandCover Drive with „Sachin‟ – Fan Page Cover Photo Contest Get a chance to be featured on the cover photo of „Toshiba India‟ FB Page along with Sachin The cover-page would feature a picture of Toshiba laptop with Sachin All you need to tell us is where would you want to take Sachin on a drive
  33. 33. BLOGGERS MEET
  34. 34. TOSHIBA An Integrated Digital Marketing PlanThe Objectives• To engage and create buzz among technology bloggers and social mediainfluencers about the latest product from Toshiba (extending the campaign ofZ830 ultrathin laptop)• To create maximum reach of the product in the technology and gadget lovingsection through social media.• To get first hand feedback from bloggers and influencers about the product.• Look for some full time brand evangelist for Toshiba from those bloggers andinfluencers.• To create WOM among the technology bloggers about the brand.
  35. 35. TOSHIBA An Integrated Digital Marketing PlanThe Objectives Engagement and Buzz Reach of the product Among Bloggers and in the target audience Social Media Influencers Finding a full time First hand feedback of Brand Evangelists for the product Toshiba
  36. 36. TOSHIBA An Integrated Digital Marketing PlanIdeas for Implementation• Organizing a Toshiba Bloggers and Social Media Meet-up to engageand create buzz about the new product among the technology andgizmo enthusiasts.• To conduct Pre-Event, On-Event and Post-Event contests to createmaximum buzz and reach among the technology and gadgetenthusiasts.• Integrate Pre Event, On-Event and Post-Event buzz through socialmedia (Facebook, Twitter, Foursquare) about the product and getmaximum response about the product.• A mega contest to find some brand evangelists for Toshiba.
  37. 37. TOSHIBA An Integrated Digital Marketing PlanThe Strategy • Identifying the bloggers and technology enthusiasts across the a. country. • Identifying a venue suitable for the event. b. • Inviting those bloggers and technology enthusiasts through e- c. mails and social media events(Facebook events, Meetup etc.) • Interactive session with Product Team, contest and prizes. d. • Post Event tracking and follow-up with the bloggers and sharing e. event photographs/videos on different social media channels.
  38. 38. TOSHIBA An Integrated Digital Marketing PlanImplementing the Strategya. Identifying the bloggers and technology enthusiasts across the country. • Our aim would be to identify the most known tech bloggers through out the country to join the event. • Apart from the bloggers we would also identify the technology and gadget enthusiasts who can spread the WOM through their social channels.
  39. 39. TOSHIBA An Integrated Digital Marketing PlanImplementing the Strategy b. Identifying the suitable venue. • The aim would be to identify a venue feasible for the event. This would be made possible by tracking the attendees with their RSVP/registration. • We would be organizing the logistic like wi-fi, projector etc.
  40. 40. TOSHIBA An Integrated Digital Marketing PlanImplementing the Strategy c. Inviting the bloggers and technology enthusiasts through e-mails and social media events. • We would invite those identified tech bloggers through emails and social media events invitations. • We would ask them to share the event in their circle to get maximum reward from Toshiba. • We would also be sharing the event information on Toshiba‟s social media channels.
  41. 41. TOSHIBA An Integrated Digital Marketing PlanImplementing the Strategy d. Interactive session with Product Team, contests and prizes. • We would be driving the event and will create an interactive session between the attendees and the product team so that they can show case their product. • We would run some treasure hunt contests and would gratify the winners.
  42. 42. TOSHIBA An Integrated Digital Marketing PlanImplementing the Strategy e. Post Event tracking and follow-up with the bloggers and sharing event photographs/videos on different social media channels. •We would follow-up with the bloggers and will ask for their feedback after the event. • We would have a post-event contest so that we can get maximum reach. • We will post the photographs and videos of the event on different social media channels.
  43. 43. TOSHIBA An Integrated Digital Marketing PlanContests: providing the Momentum • We would divide the contests in three parts: Pre-Event On-Event Post-Event
  44. 44. TOSHIBA An Integrated Digital Marketing PlanContests: Pre-EventThe main aim would be to create maximum buzz of the event among a nicheaudience including tech bloggers, technology and gadget enthusiasts.Contest 1:• We would ask bloggers to refer and invite their technology and gadgetenthusiastsfriends to Toshiba Bloggers/Social Media Meetup with an unique url(which will begenerated for each attendee).• We would keep track of the reference and the one with the maximum referrals willwin prizes from Toshiba.Contest 2:• We would ask bloggers to share the unique url on their social networks.• The url with maximum clicks, maximum unique visits and minimum bounce ratewould be announced as the winner.
  45. 45. TOSHIBA An Integrated Digital Marketing PlanContests: On-Event The main aim would be to create maximum buzz of the event in real time and making the event more interesting and interactive. Treasure Hunt Facebook Foursquare Based Based Contest Contest Twitter Based Contest
  46. 46. TOSHIBA An Integrated Digital Marketing PlanContests: On-Event via Foursquare • We will ask the attendees to check-in at the venue and to share it with some message like “I am attending the Toshiba Bloggers/Social Media Meet”. • We will randomly select a winner from the check-ins and will reward him. • This activity will create the buzz of the event and will share the location and motive behind the event.
  47. 47. TOSHIBA An Integrated Digital Marketing PlanContests: On-Event via Twitter #ToshibaZ830 #Contest • This contest will be open for all, the one‟s who will be present at the event as well as for those who will be following the event from outside through the hashtag #ToshibaZ830. • We will ask five questions based on the product and the answers of the question will be hidden in the product specifications. • The hint(link of the product specification on web) will be shared with the question. • The one with maximum correct answers will win the contest. • In case of tie we can apply first come first serve.
  48. 48. TOSHIBA An Integrated Digital Marketing PlanContests: On-Event via Facebook• We will share a link of Toshiba Z830 with it‟s specifications.• We will ask the attendees to share the link of the productwith specifications on their Facebook profiles.• The one with maximum engagement within an hour or two on theirpost will win gratification from Toshiba.
  49. 49. TOSHIBA An Integrated Digital Marketing PlanContests: On-Event Treasure Hunt• Spread the alphabets throughout the venue and will ask attendees to make „TOSHIBA‟ with it, the team with maximum numbers of TOSHIBA letter will be the winner.• We will ask attendees to scan the different QR codes(stick on the walls) and the one who will be the first to scan the QR code with the message “TOSHIBA Z8303 World‟s thinnest and lightest laptop” will be the winner.• We would hide 10-15 laptops in different places at the venue and would ask attendees to find the laptops. The one who would find maximum numbers of laptops in 2 minutes would be the winner.
  50. 50. TOSHIBA An Integrated Digital Marketing PlanContests: Post-EventThe main objective would be to sustain the interest & buzz of the event and theproduct after the event.• We would ask the bloggers to write a blog about the event/product and the onewith maximum visits to his/her blog will win a Toshiba Z830 laptop as a mega prize.• We would provide the content kit to the bloggers.• We would ask the bloggers to send their blog links so that we can track the trafficof their blog posts.
  51. 51. TOSHIBA An Integrated Digital Marketing PlanBlogger Meet: Social Media coverage• There would be a full social media coverage ofactivities throughout the event.• There would be a defined hashtag #ToshibaZ803through which people would be able to track theevent on Twitter.• Regular Facebook updates will be made throughToshiba‟s page.• The whole event will be recorded and will be sharedon various social media channels like flickr, Youtube,Pinterest etc.
  52. 52. TWITTER
  53. 53. TOSHIBA An Integrated Digital Marketing PlanTwitter: Campaign IdeasSachin/Toshiba #tag Options:#YES or NO - Can Toshiba match up to Scahin‟s Speed? (we could also name it as#speedtest)#SachinMyIdol– Sachin is my Idol Because?#BestSachinMoment– What is your best Sachin Moment? (Fans can tweet about whatmade them awestruck by Sachin)#bestfeature– what is the best feature (have a poll regarding the same)#toshibaexperience– user can write his view in one word.#sachinfacts- Facts on Sachin: tweet a fact a day for May which has 31 days so 31facts like a Did You Know? Campaign.#whichonedoyouhave– Ask the users which Toshiba laptop do they use & why?#toshibatechtips– Tips on how to use your Toshiba better.#toshibamilestones – Tweet about the Innovation milestones#wishatoshiba– Wish a Toshiba contest.#portegez830 – Hot or not contest.
  54. 54. TOSHIBA An Integrated Digital Marketing PlanTwitter: Main page
  55. 55. TOSHIBA An Integrated Digital Marketing PlanTwitter: Splash Screen
  56. 56. TOSHIBA An Integrated Digital Marketing PlanTwitter: tweet samples
  57. 57. THANK YOU

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