2. PANASONIC
BIG IDEA
▸ The message is to make Panasonic the “standard in consumer
electronics”
▸ The overall goal is to reach all demographics of people who use
technology and make Panasonic products a daily staple in ones life
3. PANASONIC
TARGET AUDIENCE
▸ The target market is anyone who uses
electronic products in an everyday
setting
▸ A man might buy a beard trimmer. A
woman may visit the site for a
comparison on bikini trimmers
▸ An older (60+) customer may be
looking at purchasing a new TV but
ends up buying a microwave on sale for
a college student
4. PANASONIC
KPI AND METRICS
▸ Panasonic should measure the consumers who…
▸ Put an item in the cart but don’t buy
▸ People who frequently visit the site
▸ People who actually buy a product from the site
5. PANASONIC
BUDGET
▸ For rebranding Panasonic’s social media presence, the total price
for upkeep would be $30,000 a month with a total yearly price of
$360,000 a year
▸ While this is a large sum, Panasonic’s total net sales in 2013 were
60.6 billion alone. As Panasonic grows their online brand, the
company can expand their budget
6. PANASONIC
TOOLS AND TACTICS
▸ I have considered several tools and tactics over the course, but
here are the ones I found most relevant to a consumer technology
company
▸ Blog Posts
▸ Receiving Subscriber Feedback
▸ Checking Analytics
7. PANASONIC
BLOG POSTS
▸ Having unique user and in brand content can elevate more traffic to a
website and build brand awareness. Some examples are…
▸ Tech Tom: “I once was a dreamer, now I’m at Silicon
Valley”
▸ Tech Tom tells his story on how he grew up loving technology and
now how he got a job working for Panasonic at Silicon Valley
▸ Into The Lab: What makes a perfect selfie?
▸ Panasonic engineers give us a sneak peek on a new smartphone built
for selfies
8. PANASONIC
ANALYTICS
▸ Checking on how subscribers react when the email is released is
the most important aspect in email marketing
▸ If emails aren’t opened that’s bad. If emails are opened but deleted
in seconds that is also bad. There’s no purpose in continuously
sending emails that get no user interaction
▸ This also goes hand in hand with social media and how followers
respond to a tweet or Facebook status update
9. PANASONIC
SUBSCRIBER
FEEDBACK
▸ Panasonic can get feedback by doing
email subscriber-only content offers.
The subscribers would have to do a
quick survey about their opinion on the
emails they’re reviving
10. PANASONIC
SUMMARY
▸ To reach all demographics, a potential customer must be aware of the brand. To do that,
Panasonic's social media presence must evolve
▸ Panasonic does have a good online presence, but the plan is to take it to the next level.
Starting off with having more activity on Facebook and Twitter
▸ Content offers, unique blog posts, and email marketing are a few new tactics this brand
could benefit from using
▸ Tracking the metrics will determine if any of these new tactics are benefiting the brand
instead of wasting time for the consumer and the brand
▸ The overall budget for starting off this digital strategy would be around 30,000 a month.
After 6 months, the budget can then stretch or shrink depending on consumer feedback
