1. The document outlines an advertising strategy for 1facewatch, a watch brand that donates proceeds to charity. It analyzes the market, competitors, and target millennial demographic.
2. The strategy is to create a social media campaign called "Change & Share" using the hashtag "#DoIt1FaceWay" to promote sharing photos of good deeds and driving traffic to 1facewatch's Facebook and Instagram pages.
3. The campaign will integrate Facebook and YouTube ads as well as transit advertising like subway stations to reach on-the-go millennials in key cities. Character stories and watches in 8 colors will represent 8 causes to generate buzz.
Marketing Challenges in the Era of Fragmented Audiences
In "Stepping Stones", I discuss the challenges marketers have in reaching audiences that are more fragmented than ever. I show how to connect people across traditional and social media and use examples from the toy industry, the horse racing industry and other markets.
What trends will shape the media, publishing and ad industry in 2016? The Guardian gives its perspective on subjects ranging from the adblockalypse to the rise of super apps, and from virtual reality to the power of emojis.
The spotlight is on pollsters in the UK, following the performance of the polls at the 2015 General Election. Are we alone in facing this challenge, or is it a global issue? Does the experience in other countries point to what we should be doing in the UK?
Ipsos has many of the leading polling experts from around the world, and we brought them together in London to provide unique combined insight. Our panel members from the US, Canada, Italy and Sweden talked us through the role and challenges of polling in their countries and what we need to do to get it right. They also updated us on the political landscape of their countries, with outlines of the major elections they have recently had, and in the case of the US, the on-going race to the White House.
There are 2.5 billion Millennials globally, today in 2015.
Millennials are the biggest consumer group of all. They are also driving change in every industry, especially mobile. From Twitter usage data to smartphone ownership, use these 15 statistics about the Millennial mobile owner in your next presentation.
All these statistics come from my new Total Youth Mobile Report 2015. Get a sneak peak here...
State of the Blogosphere is a joint survey done by BW | Businessworld and blog promotion and networking platform IndiBlogger.in. The survey was conducted between December 2013 and January 2014. The data has been collected from a sample of 35,464 human-verified blogs from the IndiBlogger.in database. 1059 bloggers on the IndiBlogger network also responded to a questionnaire of 12 queries which helped in the understanding of specific behavioural characteristics. The study also includes 318,059 blog posts submitted on IndiVine™ since 2008 to understand blogging behaviour, categories, topics and writing styles.
Marketing Challenges in the Era of Fragmented Audiences
In "Stepping Stones", I discuss the challenges marketers have in reaching audiences that are more fragmented than ever. I show how to connect people across traditional and social media and use examples from the toy industry, the horse racing industry and other markets.
What trends will shape the media, publishing and ad industry in 2016? The Guardian gives its perspective on subjects ranging from the adblockalypse to the rise of super apps, and from virtual reality to the power of emojis.
The spotlight is on pollsters in the UK, following the performance of the polls at the 2015 General Election. Are we alone in facing this challenge, or is it a global issue? Does the experience in other countries point to what we should be doing in the UK?
Ipsos has many of the leading polling experts from around the world, and we brought them together in London to provide unique combined insight. Our panel members from the US, Canada, Italy and Sweden talked us through the role and challenges of polling in their countries and what we need to do to get it right. They also updated us on the political landscape of their countries, with outlines of the major elections they have recently had, and in the case of the US, the on-going race to the White House.
There are 2.5 billion Millennials globally, today in 2015.
Millennials are the biggest consumer group of all. They are also driving change in every industry, especially mobile. From Twitter usage data to smartphone ownership, use these 15 statistics about the Millennial mobile owner in your next presentation.
All these statistics come from my new Total Youth Mobile Report 2015. Get a sneak peak here...
State of the Blogosphere is a joint survey done by BW | Businessworld and blog promotion and networking platform IndiBlogger.in. The survey was conducted between December 2013 and January 2014. The data has been collected from a sample of 35,464 human-verified blogs from the IndiBlogger.in database. 1059 bloggers on the IndiBlogger network also responded to a questionnaire of 12 queries which helped in the understanding of specific behavioural characteristics. The study also includes 318,059 blog posts submitted on IndiVine™ since 2008 to understand blogging behaviour, categories, topics and writing styles.
The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the UK results.
A key area of interest for the Guardian as a business in recent times has been to focus on 'influence', how influential we are as a news content provider as well as how influential our audience are.
This is the 1st episode of Digital Trends.
It records the latest digital trends that both brands and consumers are currently engaging.
Below is the layout:
1. #EndSARS #SARSMUSTEND
2. Topical Trends
3. Tech Trends
4. Social Media Marketing Trends
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights:
# The majority of mobile devices users download applications at least once a month.
# Younger people are more likely to download an app to share with others
# Users access their apps an average of 8x a day
# And More...
Millennials aren’t “kids” anymore. Now in their prime
working and spending years, consumers ages 18-34 are
the largest commercial demographic in US history,
accounting for more than 25% of the population and $1.3
trillion in annual purchasing power.
However, when it comes to actually spending that money,
Millennials have profoundly different priorities than older
generations.
This shift in priorities has created an entirely new type of
brand/consumer relationship, the repercussions of which
are shaking up the world of marketing.
Zoomifier, grow your mobile brand webinarJeff Kost
Publishers, there is a major shift going on in how readers prefer to consume content (think mobile vs print) and how a shift in ad budgets is following those readers. Learn how you can leverage your PRINT BRAND to win on mobile!
Pittsburgh Nonprofit Summit - Technology & Social Media GPNP
You are probably aware of the Pittsburgh Day of Giving through Pittsburgh Gives, and you have heard that there are online tools out there that can help you raise money; but how can you optimize your Pittsburgh Gives opportunity and where do you find those online tools? Online funding platforms are becoming increasingly popular and mobile networks are also entering this realm. Join our panel of experts and learn about the various ways you can use funding platforms and mobile networks to increase giving.
Social / Digital Media - A Presentation on New TrendsManeesh Garg
To get a copy of this presentation, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button
2015 transitioning into a mobile world mpiRich Benjamin
Mobile web is evolving at an alarming rate, Businesses must adapt to the new consumers and how they search for products.
The Millennial Generation is a perfect example of the ever changing experience in web sales and marketing. There is not a one size fits all sales approach. Marketers must consider several sets of demographic behavior and develop individual strategies
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing. Check out the UK results.
A key area of interest for the Guardian as a business in recent times has been to focus on 'influence', how influential we are as a news content provider as well as how influential our audience are.
This is the 1st episode of Digital Trends.
It records the latest digital trends that both brands and consumers are currently engaging.
Below is the layout:
1. #EndSARS #SARSMUSTEND
2. Topical Trends
3. Tech Trends
4. Social Media Marketing Trends
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights:
# The majority of mobile devices users download applications at least once a month.
# Younger people are more likely to download an app to share with others
# Users access their apps an average of 8x a day
# And More...
Millennials aren’t “kids” anymore. Now in their prime
working and spending years, consumers ages 18-34 are
the largest commercial demographic in US history,
accounting for more than 25% of the population and $1.3
trillion in annual purchasing power.
However, when it comes to actually spending that money,
Millennials have profoundly different priorities than older
generations.
This shift in priorities has created an entirely new type of
brand/consumer relationship, the repercussions of which
are shaking up the world of marketing.
Zoomifier, grow your mobile brand webinarJeff Kost
Publishers, there is a major shift going on in how readers prefer to consume content (think mobile vs print) and how a shift in ad budgets is following those readers. Learn how you can leverage your PRINT BRAND to win on mobile!
Pittsburgh Nonprofit Summit - Technology & Social Media GPNP
You are probably aware of the Pittsburgh Day of Giving through Pittsburgh Gives, and you have heard that there are online tools out there that can help you raise money; but how can you optimize your Pittsburgh Gives opportunity and where do you find those online tools? Online funding platforms are becoming increasingly popular and mobile networks are also entering this realm. Join our panel of experts and learn about the various ways you can use funding platforms and mobile networks to increase giving.
Social / Digital Media - A Presentation on New TrendsManeesh Garg
To get a copy of this presentation, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button
2015 transitioning into a mobile world mpiRich Benjamin
Mobile web is evolving at an alarming rate, Businesses must adapt to the new consumers and how they search for products.
The Millennial Generation is a perfect example of the ever changing experience in web sales and marketing. There is not a one size fits all sales approach. Marketers must consider several sets of demographic behavior and develop individual strategies
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
Lessons Learned from Haiti — Part 2: The Mobile Giving RevolutionBlackbaud
This session discusses mobile advocacy trends and examines the unprecedented response to mobile donation appeals after the Haiti earthquake. You will learn how to acquire, retain, and cultivate mobile donors.
Social media & Communications - Pt. 1 - Segmentation surveyLarry Hicock
Pt. 1 summarizes social media research insights on Canada's online population - an ideal backgrounder for understanding how this research was applied in mounting the game-changing 2010 Calgary mayoralty campaign (featured in Pt. 2)
This App Marketing Plan ppt has been created by Prajakta Tamhankar, during a Marketing Management Internship Under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Using Social Media to Engage Stakeholders in Better Public PolicyNashville Area MPO
During the final year of developing its 2035 Regional Transportation Plan (adopted in Dec. 2010), the Nashville Area MPO established presences in key Web 2.0 channels in order to better engage stakeholders in understanding major public-policy shifts for infrastructure investment strategies. The MPO's communications director presented on public involvement in livability initiatives at the Transportation Research Board's 90th annual meeting in Washington DC, Jan. 2011.
Nonprofit organization Comic Relief was in need of an effective way to track and monitor its biggest campaign, Red Nose Day 2015. Its aim was to understand and measure the impact on reach and sentiment of influential celebrities. Red Nose Day is one of the biggest charity events in the UK which runs every two years.
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...amacolumbia
Ron Hill is the Market President for iHeartMedia's six Columbia-based radio stations, including 97.5 WCOS-FM, 104.7 WNOK-FM, 96.7 Steve FM, 100.1 The Beat, 560 WVOC and 1400 Fox Sports Radio. Ron leads a group of highly motivated marketing professionals who specialize in offering marketing solutions through the combination of the company's on-air, on-line and on-site resources. He's highly skilled in how to use digital, social, mobile and broadcast media to create strategic plans to achieve client's business objectives. Ron discussed current business trends in media at the AMA Columbia's June event.
See the presentation here.
5. P r i m a r y R e s e a r c h
Research approached
² Online survey via Google
² One week period
² Total 27 respondent
Survey resulted
² Target market don’t have 1:face as top of mind
6. P r i m a r y R e s e a r c h
I've never heard of them
55%Target market
30%
I've heard of them, but
never buy their product
7%
I buy their product
occasionally
4%
I buy their product on a regular
basis
4%
How familiar are you with 1:Face?
8. F a c t s
American’s donation
² 44% of Americans choose to donate for children
² 29% for cancer causes
² 12% for environmental charities
1:Face promoted its product effectively
² Consumers buy a product if it supports a charity they like
11. NBO Company Shares of Watches: % Value 2008-2012
% retail value rsp Company 2008 2009 2010 2011 2012
1. Fossil Inc 12.5 15.1 19.7 22.8 24.4
2.Timex Group USA Inc 17.6 17.3 14.9 13.5 12.8
3. Movado Group Inc 10.9 10.7 10.2 10.5 10.6
4. Richemont SA, Cie 5.0 4.1 5.9 6.4 6.8
5. Swatch Group SA 5.2 5.2 5.3 5.2 5.6
13. Casio America Inc 1.1 1.0 1.1 0.9 0.8
Source: Euromonitor
12. Digital Watches in 3 categories (Pricing)
Basic, Mid, and High
Brand Company Outlet Unit US($)
13. ² Summary of Market Share and Price Category
² Two majors competitors
- Timex
- Casio
² Uneasy market
² How can 1:Face be different?
² Focus on cause marketing
² Create a buzz
² Make it a trend
² Give back to society
A n a l y s i s
14. T r e n d
² 46% of customers willing to pay more for product that support good causes
² 72% of companies applied CSR programs : partner with non-profit
organization
² 1 Face cooperated with eight well known charity organizations
15. T a r g e t M a r k e t
Millennial generation : aged 14-30
² Attracted to cause marketing
² Trendy and fashionable
² Familiar with online shopping: 2 times more than average
² 50 % of millennial spend 3 or more hours a day on smart phone
² 58% browse and search on internet
² 49% updating social network sites
22. W h y S o c i a l M e d i a ?
² 1:Face is already on Facebook and Instagram
² 1:Face target market is existing online
² 50% of Millennials spend time on their smartphone 3 or more hours daily.
² Almost 50% is updating their social network site.
² “Change&Share” campaign
23. W h y F a c e b o o k ?
² Largest number of users
² Widely reach specific target people
24. W h y I n s t a g r a m ?
² Ability to share photos
² Hashtag
² 35 million users in the U.S.
25. M e d i a
The campaign will be integrated with
26. W h y F a c e b o o k A d s?
² Use Facebook fan page as one of the main communication channel
² Link ads to Facebook Fan Page directly
² Be able to refine the target audience
27. W h y Y o u t u b e A d s?
² Number of users
² Ability to refine target audience
² Ability to set daily budget
28. W h y Y o u t u b e A d s?
² Number of users
² Ability to refine target audience
² Ability to set daily budget
29. W h y O u t d o o r ?
² On-the-go consumers
² Reach to similar audience to the internet
² Perfect strategic complement to social and digital media
31. NEW YORK CHICAGO
SAN FRANCISCO
• New York Population:19,490,297
New York-Northern New Jersey-Long Island
Population: 15,856,828
• A population density of 26,403 people per square
mile in the five boroughs (2008 DMA Ranking
OAAA.org)
•
BOSTON
• California Population: 36,457,549
San Francisco-Oakland-Fremont Population:
4,203,898
• 428 million SF Bart area Annual Riders Journey
• San Francisco DMA Ranking: 6
• Average Commute to Work (one way): 29.00 minutes
Includes Alameda, Contra Costa, Oakland, San
Francisco, and San Mateo Counties.
• San Francisco BART ridership increased by 4.2
million since 2007.
• Massachusetts Population: 6,547,629
Boston Population: 4,552,402
• Boston's Designated Market Area (DMA) is the
sixth largest in the United States with a population
of more than 6.2 million
• Boston DMA Ranking: 7 (Nielsen 2010-2011)
• Average Commute to Work (one way): 28.8 minutes
(Source: US Census 2010)
• 171,000+ commuters travel daily into Boston
Source: Titan 360 Website
• Illinois Population: 12,830,632
Chicago Population: 9,580,609
• Chicago DMA Ranking: 3 (Nielsen 2010-2011)
• The largest city in the Midwest and the third-most
populous city, Raiders agre between 18-34
• Average Commute to Work (one way): 30.7 minutes
Chicago CTA bus ridership averaged over 27 million
riders Chicago CTA rail ridership averaged over 19
million riders per month in 2011
32. • Powell station is one of the busiest BART and
MUNI metro stations
• Subway Backlit dioramas 75% of US adults
have noticed billboard, transit or street level,
advertising
• Harvard Station 43% of mbta riders
commuting through station are ages 19-34
• Traffic Advertising offers the aavantages:
– High traffic commuter centers
– Broadcast: Repetition and frequency
56. C o n c l u s i o n
The objective of the advertising plan
² Increase 1:Face watch’s brand awareness
Target market
² Millenials generation who is interested in:
² Fashion
² Cause marketing
² Internet using
The strategy of the advertising plan
² Create a social media campaign: Change & Share #DoIt1FaceWay
² Use Facebook and Instagram as the main communication channels
² Use the hashtag, #DoIt1FaceWay
² Integrate the campaign with:
² Facebook advertising
² Youtube advertising
² Transit advertising
