2. 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
3. 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
4. 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
5. 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
6. My Mazda Memoir: Social Media
Guerilla Marketing
Utilize Pinterest as a new social media site. Since
the outlet is quite new, very few brands have tapped
into this social network. Other sites like Facebook
and 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.
7. My Mazda Memoir: Mobile
Advertising
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
8. My Mazda Memoir: Google
AdWords
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
9. 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
10. 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).
