Mazda Facts Manufacture and sell passenger cars and commercial vehicles Founded in 1920 Headquarters located in Japan Principle Products Include: Four-wheeled vehicles Gasoline reciprocating engines Diesel engines
Challenges Mazda faces stiff competition in the U.S. market. Competitors include: Ford Dodge Chrysler Japanese automakers like Mazda have not fully recovered from the supply shortage from last year’s earthquake and tsunami
Target Market Ages 20-35 Single students & young professionals Tech-savvy, early adapters, smartphone users Almost 44 percent of Americans are smart phone owners, and therefore, utilize smart phone apps
Digital Theme My Mazda Memoir Utilizepersonal stories from Mazda owners and Mazda enthusiasts as a means to encourage others to buy a Mazda Implement Pinterest to organize a “forum” for Mazda users Incorporate mobile advertising on popular smartphone apps that show Mazda Memoirs to encourage more Mazda purchases
My Mazda Memoir: Social MediaGuerilla Marketing Utilize Pinterest as a new social media site. Sincethe outlet is quite new, very few brands have tapped into this social network. Other sites like Facebookand Twitter are also vital to this campaign’s success Kotex found 50 “inspiring” women via Facebook accounts and searches through Pinterest. After selecting the lucky 50, the brand sent virtual gifts to each one of the individuals. If the recipient pinned the virtual gift, she would then get a real gift in the mail based on something she pinned. By creating a similar campaign to Kotex, Mazda’s target market will gain social interaction with the company, and may become potential buyers.
My Mazda Memoir: MobileAdvertising As mentioned earlier, nearly 44% of our population are smartphone owners, and therefore utilize smartphone apps. Mazda must take advantage of mobile advertising. Popular apps include Angry Birds, Pandora, and Amazon Mazda should focus their mobile advertising campaign on buying ad space on these sort of apps
My Mazda Memoir: GoogleAdWords Utilize Internet Marketing as a means to target audiences searching with “Mazda-specific keywords.” Use Google AdWords to share personal stories about Mazda enthusiasts to inspire search-engine users Mazda key phrases include: Diesel engine Zoom Zoom Gas Reciprocating Engine
Evaluating Success More followers and unique visitors on social media outlets Increased traffic on Mazda website (via Google AdWords campaign) Measure success utilizing Google Analytics on various Mazda sites
Approximate Budget & Timeline Total Budget: $85,000 Social Media Campaign (general): $10,000 Social Media Campaign (Pinterest Guerilla Marketing): $30,000 Mobile Advertising: $3,000 AdWords Campaign: $8,000 Other Advertising Needs: $31,000 This campaign is budgeted for one year. Seasonal peaks will occur during the holiday season (November- December).