2. INTRODUCTION
To raise awareness amongst adults ages 25 to 40 through:
1. Social Media
• Twitter
• Facebook
2. SEO
• Google AdWords
1. Key Performance Indicators
• New Customers Gained KPI
• Demographic Based KPI
• Click-To-Purchase Activity KPI
3. TARGET AUDIENCE
• Age: 25-40
• Demographics:
• College Educated
• Beginning Stages of Career
• Family Oriented
• Middle-Age
• Mid-Career
4. CLOSER LOOK AT KPI
New Customers Gained KPI (NCG)
• This KPI will show how many new customers have been acquired from ads they have
seen and clicked.
Demographic Based KPI
• Using the information provided by the NCG indicators. This will show us significant
statistics whether or not the digital strategy is attracting the target audience with the
right ads.
Click-To-Purchase Activity KPI
• This indicator will provide the amount of clicks we receive and how many clicks it
takes to receive a purchase or lease of a Honda Vehicle.
• Ex. Ads will generate 40,000 clicks nationally and out of those clicks, 4 vehicles have
been purchased or leased.
5. THE BIG IDEA
#HondaChamps
On Twitter and Facebook
Share, Like, Retweet
Potential Viral Campaign
Incentives and Prizes
Interaction
6. TACTICS
Google AdWords
• Keywords and Phrases
• Why?
• To generate ads that will provide information to the customer and information to
US about the customer.
Twitter Hashtag
• #HondaChamps
• Why?
• It will allow for customer interaction and trend setting. The
goal is to promote Honda vehicles while having the
feeling of being a champion.
7. USER FACEBOOK INTERACTION
• Facebook Page Dedicated to HondaChamps
1. Prize incentives for most likes
2. Creative Pictures of you and your Honda
3. Promoting Honda Motors
4. User to User interaction
5. Upload-Share-Like
Why?
It is a fun way for customers of Honda to interact and become creative using the
#HondaChamps hashtag. Facebook does not drive sales, but it does drive information and user
interaction. Prizes will incentivize customers to share and upload their photos with their Honda.
8. BUDGET INFORMATION
• Inexpensive
• High Potential
$500,000.00 Spending Money on:
1. Google AdWords ($47,410)
2. Facebook and Twitter Prizes ($50,000)
3. Agency Fees ($210,000 ~ 1 Month of Campaign Building)
4. Advertisements on Facebook and Twitter (Promoted Hashtag) ($192,590)
9. CONCLUSION
• Using key performance indicators and the quantitative information that they provide, we
will be able to track how much of an effect this Digital Strategy is having on Honda Motors
and their Sales amongst males ages 25 to 40. Using Social sites such as twitter and
Facebook with trademarked campaigns that will drive traffic and raise awareness will be
key in completing a successful campaign. Using Google AdWords to create keywords and
phrases that will allow for Honda ads to be SEO and visible online as the first option for
individuals searching for new car specials and offers. Tracking information these clicks
will provide is a necessity in gaining the proper information on whether or no the
campaign is working.
Using key performance indicators and the quantitative information that they provide, we will be able to track how much of an effect this Digital Strategy is having on Honda Motors and their Sales amongst males ages 25 to 40. Using Social sites such as twitter and Facebook with trademarked campaigns that will drive traffic and raise awareness will be key in completing a successful campaign. Using Google AdWords to create keywords and phrases that will allow for Honda ads to be SEO and visible online as the first option for individuals searching for new car specials and offers. Tracking information these clicks will provide is a necessity in gaining the proper information on whether or no the campaign is working.
For Honda Motors it is going to be important for this digital strategy to target potential buyers in the age range of 25-40 that have attended college and now have a steady career. This target market also needs to be family oriented which will help market family sized Honda vehicles to this target market. With this audience it will give me the opportunity not only to market to individuals with families, but also individuals that are single and have cash flow to purchase or lease a sportier Honda vehicle. Having a strategy intact that will help market to the middle-aged male as well as the young adult male will give Honda ample opportunities to market their vehicles to two types of people under one strategy.
#HondaChamps campaign on Twitter and Facebook. Sharing, Liking, Retweeting, to increase the chance of a Viral CampaignIncentives and Prizes for best pictures with most likes. When you buy or a lease a new Honda, follow us on Twitter and Like us on Facebook to share your cool images using #HondaChamps
Google AdWords: Using Keywords and phrases to generate ads that will provide information to the customer and information to us about the customer. Twitter: Using a Hashtag, such as: #HondaChamps will promote the feeling of being a champion while owning a Honda
Facebook: Facebook as a platform does not drive sales but it does drive recommendations and information through interactions and sharing. Using the same concept of #HondaChamps on Facebook will provide share-worthy information. Not only that, you can become very interactive with this campaign for example, by having users with Honda's post pictures of themselves with #HondaChamps for a chance to win a gift card by having the most likes or some other incentive to spread the campaign. The possibility of this going viral is promising.
BudgetThis Digital Strategy will need a budget of 500,000 dollars and it will cover the following:Google AdWords: Honda Finance phrase generates 301,000 global searches and 246,000 Local searches at a .01 clip. These searches are based on the searches on all devices in the United States using the english language. Safe Cars, generates 74,000 global searches, as well as 49,500 local searches at a .6 clip for a total of $47,410Facebook Prizes and Other incentives: 50,000Agency Fees: 250(Hr) x 840(Hrs-3 weeks of building campaign) =210,000Advertisements (fbook,twitter) and other Costs (logistics): 192,590
Using key performance indicators and the quantitative information that they provide, we will be able to track how much of an effect this Digital Strategy is having on Honda Motors and their Sales amongst males ages 25 to 40. Using Social sites such as twitter and Facebook with trademarked campaigns that will drive traffic and raise awareness will be key in completing a successful campaign. Using Google AdWords to create keywords and phrases that will allow for Honda ads to be SEO and visible online as the first option for individuals searching for new car specials and offers. Tracking information these clicks will provide is a necessity in gaining the proper information on whether or no the campaign is working.
