Helping mobility brands scale—how do you help mobility brands appeal to new audiences? - Joshua Shave, Razor USA
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This session will take a look inside how to make brand line-ups feel accessible to as many consumers as possible. Razor is well known for its iconic kick scooter, beloved by a generation of kids, but awareness around its top-notch adult line-up of rides needed increased customer engagement and focus. Josh will discuss how leveraging innovative marketing tools and strategies is helping Razor evolve the brand so that it remains inclusive of the lines kids delight in while showcasing Razor’s adventurous side as well for adults with a robust line-up that includes electric scooters, motorbikes, and more. Josh will dive into the importance of strategic marketing and branding including digital content, strategic ad buys, social media, activations, and brand partnerships.
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Helping mobility brands scale—how do you help mobility brands appeal to new audiences? - Joshua Shave, Razor USA
- 1. KEYNOTE LOS ANGELES, CA ~ APRIL 12 - 13, 2023 DIGIMARCONWEST.COM | #DigiMarConWest Helping Mobility Brands Scale — How do you Help Mobility Brands Appeal to New Audiences? Joshua Shave SENIOR DIRECTOR OF MARKETING RAZOR USA
- 3. HOW MANY OF YOU FEEL DISCONNECTED FROM YOUR CONSUMERS?
- 4. DO YOU BELIEVE BRAND PLAYS A KEY ROLE IN THE DIGITAL CUSTOMER EXPERIENCE?
- 5. MOST BRANDS ARE ARE FUNCTIONAL, BUT NOT MEMO THE PERCEPTION = INTERCHANGABLE.
- 6. MOST BRANDS ARE ARE FUNCTIONAL, BUT NOT MEMORABLE. THE PERCEPTION = INTERCHANGABLE.
- 7. NEMO DESIGN | NIHON KOHDEN IF YOU HAVE BUILT A STONG PRODUCT / SERVICE NOW YOU NEED A STRONG BRAND
- 8. GREAT BRAND ARE LIKE PEOPLE YOU WANT TO BE AROUND AND HAVE VALUES THAT ATTRACT YOU
- 9. GREAT BRAND ARE LIKE PEOPLE YOU WANT TO BE AROUND AND HAVE VALUES THAT ATTRACT YOU
- 10. TAKEAWAYS HAVE A PURPOSE UNDERSTAND YOUR AUDIENCE CUSTOMER JOURNEY (CHANNELS) UNDERSTAND PAIN POINTS
- 11. HOW SHORT-TERM MICRO DEFINES TACTICS THE REASON SOMEONE FIRST BUYS GENERATES A RESPONSE IS THE DOING WHY LONG-TERM MACRO DEFINES TRAJECTORY THE REASON SOMEONE BUYS BUILDS LOYALTY IS THE BEING MARKETING BRAND
- 12. WE MUST WORK TO COMMUNICATE BRAND VALUES AT EVERY BRAND TOUCHPOI NTS
- 13. CHANNEL S _ SOCIAL _ EMAIL _ STREAMING _ SMS _ WEBSITE _ INFLUENCERS _ PARTNERS _ PR _ ADVERTISING _ WORD OF MOUTH _ ETC SPEAK TO THE CORRECT CHANNELS DON’T OUTPACE YOUR AUDIENCE DON’T OVERWHELM GIVE THE CORRECT INFORMATION TARGET THE CORRECT AUDIENCE FIND THE RIGHT AUDIENCE
- 14. PAIN POINTS _ Where are bottle necks happening in your digital journey _ is your product or service understood _ Are there concerns about it? _ Do your target audience feel like you are authentic? _ Do they have to think about the experience?
- 15. EXAMPLES
- 16. THE ORIGINAL SOCIAL MEDIA A BRANDS THAT EMERGED IN THE Y2K ERA ONE OF THE LAST ORGANIC / PRE-DIGITAL / PURELY TREND-DRIVEN YOUTH BRANDS
- 17. -getting out of the house -being seen on the street / riding around the neighborhood -dicking around -hanging out together / 'posting up' at neighbor's driveway, the skate spot, etc. -hitting a curb cut on the way to get to school, meet up at 7-11, etc. Brands are about giving your audience stories; regardless of the product/digital platform, first and foremost you need to provide a sense of purpose and connection to the way that could be expressed by your enthusiasts. Razor = a set of wheels -- be it bike, skateboard, or scooter, are our first taste of freedom. They transport us beyond the driveway, away from supervision. They help us stretch our wings and imagination; explore ideas; develop a sense of balance, strength, confidence, and style. It's how we get there, it's how we have fun, it's how we get away, it's how we find ourselves... They're not just scooters and bikes, they're essential tools of youth and extensions of our identity.
- 18. SCOOTER / TOY BRAND BRAND QUALITY BRAND PERCEPTION BRAND RECOGNITION QUALITY PRODUCT DISTRIBUTION
- 20. I CAN’T AFFORD IT “I WISH” BAD EXPERIENCE OVERKILL COMMUNITY BRAND STATEMENT LEGACY PROGRESSION
- 22. I CAN’T AFFORD IT DO I GET A CHEAPER VISTOIN BUCKET LIST CONSERVATI ON ADVENTURE COMMUNITY
- 23. NO INTEREST NO IDEA HOW TO START SCARED NO DIGITAL EXPERIENCE BUCKET LIST CONSERVATION ADVENTURE COMMUNITY
- 26. TAKEAWAYS HAVE A PURPOSE UNDERSTAND YOUR AUDIENCE CUSTOMER JOURNEY (CHANNELS) UNDERSTAND PAIN POINTS