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Adv 420 final_presentation
- 1. 2013 Digital Media Campaign for Motorola Brooke Martens
- 2. Problem Lost sales after release of iPhone Android market took toll Need to reach market
- 3. Big Idea “The First Original”
- 6. Efforts on Other Social Media Sites
- 8. Viral Video
- 10. INCREASE Results SALES BUZZ MARKET SHARE
Editor's Notes
- Today, we are going to discuss the new digital marketing campaign for Motorola.
- Since the release of the iPhone in 2007, the Android smartphone market was hurt. Sales has been decreasing each year since the release, so the Android market took a big hit. Motorola, who created the original Droid, lost a substantial amount of sales. Since the most tech savvy demographic is the 18-24 market, this campaign is going to be all digital and all towards them.
- The big idea was inspired by the boom of Apple after the iPhone was created. Apple is a newer company than Motorola, they have technology that is new, and their brand image is so simplistic and easy to identify with. So with this information and the fact that Motorola has been around since 1928, I thought of the big idea of "The first original." This tag line symbolizes the presence of Motorola in our lives forever, and the strategies and advertising will all relate to this theme of the campaign.
- Facebook efforts will be daily posts on the Motorola fan page. This fan page can be sponsored and suggested to the same fans of the Apple page. The posts will be contests, sweepstakes, and announcements of new products, and will come on a daily basis for the fans.
- Tiwtter efforts will be daily posts on the Motorola fan page. This fan page can be sponsored and suggested to the same fans of the Apple page. The posts will be contests, sweepstakes, and announcements of new products, and will come on a daily basis for the fans.
- Since Google owns Android, Google+ will have the same efforts as Facebook and Twitter, but they will also have something extra. It will include a free download for any followers on Google+ for Motorola's Nowbie app (see next slide). Motorola will also sponsor Pinterst boards for exclusive contests to win a new phone or other prizes. This will help the consumer interactive with the Motorola brand.
- For the mobile marketing, Motorola will create an app that is compatible with their products. Since Android is compatible with Google, this will be powered with Google software ,and included in their Google Glass project. The application is called Nowbie, an application that uses the mobile GPS to notify the consumer of any deals/discount offers of any business within a mile radius of their location. Groupon, FourSquare, and other applications with discounts will also show up when close to that business. With Nowbie, this will not only compete with Apple's Passbook application, but will also be more modern and have more properties than Passbook.
- To give an idea of what these will look like, let me describe to you a viral commercial we will to run. It will start out with showing various items from the 90's like Pogs, Trolls, Silly Putty, Yo-Yo's, and Hot Wheels. As these items are being shown, a voice over will read a script talking about how we never forget what we had to get us where we are today, and as it goes on, a line will come on the screen like this, “The original _____.” The blank will then get filled with something like, “The original light-up screen” for a Lite Brite. At the end it will show an old Motorola phone and a new one, and as this is happening, the voice over will say, “You grew up, and we did too.”. This ad should give almost a “homey” feel for the target market, and this will be a kick start to our campaign.
- The budget I project for the campaign is roughly $2 million, just for the social media side of it. An average social media campaign costs about $1.5 million, and we want to make sure the digital campaign is perfected. This will cover the strategy, planning, build, implementation, management, and all of the advertising.
- With this digital marketing campaign, I believe that the market share, buzz, and sales of Motorola will all increase.