AIM Marketing Presentation


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This presentation was put together in preparation for my team's entry in the 2008 National Student Advertising Competition. It was a midterm presentation for school administrators and marketing professionals and wasn't presented at competition. In fact, feedback from the marketing professionals caused us to change our target market a few months before competition. It's a good thing we had such a talented and dedicated team!

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  • Objectives Persuade the “on-deck” professionals of tomorrow that AIM is an essential tool that will add simplicity and freedom to their lives Show that AIM is interoperable and mobile Creative Strategy Images of convenience and ease Show young professionals communicating while mobile Suggest leisure or play spilling over into work May employ cause marketing such as environmental issues Promise Young professionals will have more free time and their lives will be simpler Tone Modern, cutting edge, genuine. Tag Line Potential tag lines should speak to freedom and mobility 4 examples
  • AIM Marketing Presentation

    1. 1. National Student Advertising Competition Sara Bahnson Mike Brotzman Dara Charlton Eric Duchek Drew Miller Megan Miller Stefany Moser Allison Roberts Pierre Schmitt Cornelia Sprung Valerie Tucker
    2. 2. Overview <ul><li>Case overview </li></ul><ul><li>Situation analysis </li></ul><ul><li>Segment analysis </li></ul><ul><li>Target market </li></ul><ul><li>Positioning statement </li></ul><ul><li>Value proposition </li></ul><ul><li>Market strategy </li></ul>
    3. 3. Deliverables <ul><li>Increase trial and grow usage of AIM products by 15% </li></ul><ul><li>Bridge the gap between AIM Messaging and AIM Social Media </li></ul><ul><li>Increase AIM brand awareness </li></ul>
    4. 4. Objectives <ul><li>Extend the brand value AIM has achieved through messaging and expand it to the broader set of products in the social media arena </li></ul><ul><li>Special focus on non-traditional marketing vehicles </li></ul>
    5. 5. Case Information <ul><li>Base target market: Men and women, ages 18-24 </li></ul><ul><li>Campaign period: September 2008-August 2009 </li></ul><ul><li>Budget: $25 million </li></ul><ul><li>Campaign coverage: National in focus </li></ul>
    6. 6. Market Research <ul><li>Primary </li></ul><ul><ul><li>Video intercept </li></ul></ul><ul><ul><li>IM focus group </li></ul></ul><ul><ul><li>User poll </li></ul></ul><ul><li>Secondary </li></ul><ul><ul><li>Guideline Research Company </li></ul></ul><ul><ul><li>Internet sources </li></ul></ul>
    7. 7. Situation Analysis <ul><li>The Product </li></ul><ul><li>IM Market </li></ul><ul><li>Competition </li></ul><ul><li>Brand Personality </li></ul><ul><li>Promotions </li></ul>
    8. 8. AIM: The Product “Free online service that lets you communicate in real time” <ul><li>Downloadable or web-based IM client </li></ul><ul><li>Features: </li></ul><ul><ul><li>Buddy List </li></ul></ul><ul><ul><li>AIM Talk Center </li></ul></ul><ul><ul><li>XM Satellite Radio </li></ul></ul><ul><ul><li>Video Chat </li></ul></ul><ul><ul><li>Cell phone integration </li></ul></ul><ul><ul><li>File sharing </li></ul></ul>
    9. 9. IM Market <ul><li>90% of teens and young adults use IM </li></ul><ul><li>Business/Enterprise </li></ul><ul><ul><li>Workers: 135 million in 2007, 477 million by 2009 </li></ul></ul><ul><ul><li>Revenue: $203 million in 2007, to $530 million by 2011 </li></ul></ul><ul><li>Interoperability </li></ul><ul><li>Mobility </li></ul>
    10. 10. Competition <ul><li>Yahoo! </li></ul><ul><li>MSN </li></ul><ul><li>Google </li></ul><ul><li>Skype </li></ul><ul><li>Trillian, Meebo, Bebo </li></ul>User Statistics Source: USA Today AOL 33 million Yahoo! 23 million MSN 19 million
    11. 11. Source: comScore IM Growth Unique Visitors Instant Messengers Feb 06 Feb 07 % of change MSN-Windows Live Messenger 187,333 207,777 +11% Yahoo! Messenger 74,177 84,610 +14% AIM 26,968 29,080 +8% ICQ 25,843 27,427 +6% AOL Instant Messenger 18,729 13,547 -28% Skype IM n/a 8,673 n/a PalTalk 2,903 2,729 -6% Meebo n/a 2,290 n/a XFire n/a 1,757 n/a Twitter n/a 1,135 n/a Trillian 747 1,022 +37% Rediff Bol Messenger 235 989 +321% Plugoo n/a 900 n/a Userplane n/a 899 n/a
    12. 12. Brand Personality <ul><li>Approachable </li></ul><ul><li>Witty </li></ul><ul><li>Savvy </li></ul><ul><li>Passionate </li></ul><ul><li>Friendly </li></ul>
    13. 13. Promotion <ul><li>Historical Campaign: “I am AIM” </li></ul>
    14. 14. Strengths <ul><li>Name recognition </li></ul><ul><li>“ Original” instant messenger </li></ul><ul><li>Leading IM user-base </li></ul><ul><li>Incredible amount of assets (Time Warner) </li></ul><ul><li>Ease of use </li></ul>
    15. 15. Weaknesses <ul><li>Poor brand image </li></ul><ul><li>Product issues </li></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>System lag </li></ul></ul><ul><li>Teen demographic appeal </li></ul><ul><li>AOL/AIM is “old school” </li></ul><ul><li>“… for people who don’t know any better.” </li></ul><ul><li>30% negative growth </li></ul>
    16. 16. Opportunities <ul><li>Traditional media entertainment </li></ul><ul><li>Time Warner assets </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Distribution and production companies </li></ul></ul><ul><li>Business market </li></ul><ul><li>Mobile capabilities </li></ul><ul><li>Google partnership </li></ul><ul><li>Interoperability </li></ul>
    17. 17. Threats <ul><li>MySpace and Facebook lead in social media </li></ul><ul><li>Skype, Jabber for business market </li></ul><ul><li>Yahoo! and MSN interoperability </li></ul><ul><li>Google </li></ul><ul><ul><li>Looming threat </li></ul></ul><ul><ul><li>OpenSocial and web-based IM </li></ul></ul>
    18. 18. Segment Analysis <ul><li>The target from the case is 18-24 men and women </li></ul><ul><li>How IM is used: </li></ul><ul><ul><li>70% of internet users </li></ul></ul><ul><ul><li>38% send more IM than e-mail </li></ul></ul><ul><ul><li>33% use IM on their cell phone </li></ul></ul><ul><ul><li>26% of employed IM users IM at work </li></ul></ul><ul><ul><li>90% of 13-21 year olds </li></ul></ul><ul><ul><li>80% of 22-24 year olds </li></ul></ul>
    19. 19. Reasons People IM <ul><li>87% chat with friends and family </li></ul><ul><li>38% share photos </li></ul><ul><li>34% set up weekend plans </li></ul><ul><li>32% always multitask on computer while using IM </li></ul><ul><li>29% share files </li></ul><ul><li>25% communicate with others at work </li></ul>
    20. 20. Current AIM Users <ul><li>Decreasing, large customer base </li></ul><ul><li>Usage skews: </li></ul><ul><ul><li>18-24 year olds </li></ul></ul><ul><ul><li>Female (58%) </li></ul></ul><ul><li>81% are Caucasian </li></ul><ul><li>Student has an index of 299 </li></ul><ul><li>Grew up using AIM </li></ul>
    21. 21. Major IM Trends <ul><li>Demand for traditional media entertainment </li></ul><ul><ul><li>1st Possible Target Market: </li></ul></ul><ul><ul><li>Entertainment junkie </li></ul></ul><ul><li>Move toward interoperability </li></ul><ul><li>Integration </li></ul><ul><ul><li>2nd Possible Target Market: </li></ul></ul><ul><ul><li>Moderate user </li></ul></ul>
    22. 22. Major IM Trends <ul><li>One third of Gen Y internet users are non IM users </li></ul><ul><ul><li>Possible Target Market: </li></ul></ul><ul><ul><li>Non IMer </li></ul></ul><ul><li>Growth of Business IM </li></ul><ul><li>Growth of Mobile IM </li></ul><ul><li>Growth of VoIP in IM </li></ul><ul><ul><li>Possible Target Market: </li></ul></ul><ul><ul><li>“ On-deck” professional </li></ul></ul>
    23. 23. Segments Evaluated on Five Criteria <ul><li>What the target values. </li></ul><ul><li>The target’s underlying need. </li></ul><ul><li>How can AIM meet that need? </li></ul><ul><li>Can AIM do it better than the competitors? </li></ul><ul><li>Opportunity of advertising revenue. </li></ul>
    24. 24. Entertainment Junkie <ul><li>PROS </li></ul><ul><ul><li>Opportunity to leverage AOL Time Warner assets </li></ul></ul><ul><ul><li>Could create exclusive content </li></ul></ul><ul><ul><li>High opportunity for advertising revenue </li></ul></ul><ul><li>CONS </li></ul><ul><ul><li>Missing link between AIM and entertainment </li></ul></ul><ul><ul><li>More of strategy than a segment </li></ul></ul>
    25. 25. Moderate IM users <ul><li>PROS </li></ul><ul><ul><li>Provides the opportunity for interoperability </li></ul></ul><ul><ul><li>Use social media products </li></ul></ul><ul><li>CONS </li></ul><ul><ul><li>They view IM as “old school” </li></ul></ul><ul><ul><li>They are not brand loyal </li></ul></ul><ul><ul><li>Opportunity for advertising revenue low </li></ul></ul>
    26. 26. Non-Users <ul><li>PROS </li></ul><ul><ul><li>About one-third (38%) of Generation Y internet users do not IM </li></ul></ul><ul><ul><li>AOL’s top of mind brand awareness </li></ul></ul><ul><li>CONS </li></ul><ul><ul><li>Satisfied with current offerings </li></ul></ul><ul><ul><li>Opportunity for advertising revenue is low </li></ul></ul>
    27. 27. “ On-Deck” Professionals <ul><li>PROS </li></ul><ul><ul><li>Become the primary mobile business communicator </li></ul></ul><ul><ul><li>Opportunity to blend social and professional networks </li></ul></ul><ul><ul><li>Heavy users of social media </li></ul></ul><ul><li>CONS </li></ul><ul><ul><li>Competition may be able to provide similar services </li></ul></ul>
    28. 28. Our Target Market <ul><li>“ On-Deck” Professionals </li></ul><ul><ul><li>Early job market/late college </li></ul></ul><ul><ul><li>Take on leadership roles in work and school </li></ul></ul><ul><ul><li>Always on the move </li></ul></ul><ul><ul><li>Need constant connection to people </li></ul></ul><ul><ul><li>Need the freedom of mobility </li></ul></ul>
    29. 29. VALS Types of “On-Deck” Pro <ul><li>Innovators </li></ul><ul><ul><li>Successful, take charge people </li></ul></ul><ul><ul><li>Emerging leaders in business and government </li></ul></ul><ul><li>Experiencers </li></ul><ul><ul><li>Value socializing and new trends </li></ul></ul><ul><li>Achievers </li></ul><ul><ul><li>Deep commitment of career and family </li></ul></ul>
    30. 30. Positioning Statement <ul><li>For the young professional of tomorrow who is on the move and needs an open connection to professional and social networks, AIM is the launch pad that provides the freedom to communicate on your terms. </li></ul>
    31. 31. Value Proposition <ul><li>AIM gives you on-the-go access to all the digital communication tools you use on your handheld device </li></ul><ul><li>AIM will be mobile and interoperable </li></ul><ul><li>“ Communication at your fingertips” </li></ul>
    32. 32. Market Strategy <ul><li>Play defense </li></ul><ul><li>Increase value </li></ul><ul><ul><li>Exclusive content </li></ul></ul><ul><ul><li>Feature enhancements </li></ul></ul><ul><li>Leverage “recommenders” to gain new users </li></ul><ul><li>Re-launch a new AIM: more integrated, more mobile </li></ul><ul><li>Capitalize on alliances </li></ul><ul><li>Create a pathway to social networking </li></ul>
    33. 33. Feature Enhancement <ul><li>Develop applications: </li></ul><ul><ul><li>Twitter, real-time polls, etc. </li></ul></ul><ul><ul><li>Open source </li></ul></ul><ul><li>Interface usability and design: </li></ul><ul><ul><li>Interoperable with multiple communication programs </li></ul></ul><ul><ul><li>Versatile yet simple </li></ul></ul>
    34. 34. Promotion <ul><li>Promote directly to existing AIM members to incorporate new friends through online marketing </li></ul><ul><li>Sponsor a cause by clicking </li></ul><ul><li>Exclusive content as a reward for inviting friends </li></ul>
    35. 35. Advertising <ul><li>Traditional </li></ul><ul><ul><li>Print ads </li></ul></ul><ul><ul><li>Television </li></ul></ul><ul><li>Non-traditional </li></ul><ul><ul><li>Internet marketing on targeted sites </li></ul></ul><ul><ul><li>Ad placement in television and movies </li></ul></ul><ul><ul><li>Key word advertising on search engines </li></ul></ul><ul><ul><li>AOL, AIM, Time Warner and other web properties </li></ul></ul><ul><ul><li>Viral/word-of-mouth </li></ul></ul>
    36. 36. Creative Brief <ul><li>Creative Strategy </li></ul><ul><ul><li>Convenience and ease </li></ul></ul><ul><ul><li>Young professionals communicating while mobile </li></ul></ul><ul><ul><li>Leisure or play spilling over into work </li></ul></ul><ul><ul><li>May employ cause marketing </li></ul></ul><ul><li>Promise </li></ul><ul><ul><li>Young professionals will have more free time and simpler lives </li></ul></ul><ul><li>Tone </li></ul><ul><ul><li>Modern, cutting edge, genuine, bold, creative </li></ul></ul><ul><li>Tag Line </li></ul><ul><ul><li>AIM is your work source, your play source, your life source </li></ul></ul><ul><ul><li>Work hard—Play hard—AIM high. </li></ul></ul><ul><ul><li>If you aren’t using AIM, what are you missing? </li></ul></ul><ul><ul><li>Take AIM. Wherever you are. </li></ul></ul>