*MOCK CAMPAIGN* 2017 Yamaha Waverunner "Wavedefender" Campaign
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*PLEASE NOTE THIS IS A MOCK CAMPAIGN* This presentation is not affiliated with Yamaha Watersports. This is a student presentation to Yamaha as part of our coursework. This campaign was created by my group for the University of Florida's capstone senior advertising class. We presented this to Yamaha Watercraft in which we show how we would accomplish our goal of raising awareness by 20% amongst Millenial Males for the new entry-level Yamaha WaveRunner. It has a special focus on guerilla and social media marketing techniques as well as public relations. It also includes a niche market of military Millenial males, in which we based our creative around.
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*MOCK CAMPAIGN* 2017 Yamaha Waverunner "Wavedefender" Campaign
- 1. Introducing the 2017 Yamaha WaveDefender Presentation by: Katherine Kiner, Natalie Boruk, Christina Buel, Natalie Preston, Krystal Cady Please note that this is a mock campaign proposal created by students at the University of Florida Advertising and Marketing Campaign Proposal
- 3. Challenges ● Stagnant market of consumers ● Decline in sales between 2008- late 2011
- 4. ▣ New potential target market: Millennials ▣ Watercraft companies are recognizing the importance of targeting Millennials. ▣ Companies are developing strategic campaigns focused on Millennials. Trends
- 5. Who are we up against? 2. Major Players
- 6. Where do we stand? 9% 40% 49%Sea-Doo Yamaha Kawasaki
- 7. Kawasaki JET-SKI ▣ STX-15F ▣ MSRP: $9,699 ▣ 4-stroke ▣ 3 person seating ▣ One color option BRP Sea-Doo ▣ Spark ▣ MSRP: $5,199 ▣ 4-stroke ▣ 2 or 3 person seating ▣ Five color options + accessories
- 8. Social Media
- 9. We did our homework so you don’t have to! 3. Research
- 10. Current vs. potential target market
- 11. 81,000,000Millennials in the U.S. ▣ 18-30 years old ▣ Low level of disposable income ▣ Influenced by peers ▣ Socially connected ▣ Exclusivity, relevance, and the fear of missing out (FOMO) ▣ Concerned less with the logistics of a product, and more so with the culture surrounding owning it
- 13. Quantitative
- 15. Purchase history
- 16. Was your biggest purchase a necessity? 48% 52%
- 17. Thoughts on PWCs ▣ 75% of respondents rated their PWC experience above average 43% would consider PWC purchase at ages 26-30 29% at ages 31+
- 18. Key Takeaways ▣ Majority: No prior financing experience ▣ Purchase is not always made based upon level of need ▣ Purchase may be considered after financial stability ... Opportunity
- 19. Qualitative
- 20. •Three men ages 23-25 •Currently located at Tyndall Air Force Base, Panama City, FL ● Adrenaline junkies Members Three men aged 23- 25 Located at Tyndall Air Force Base, Panama City, FL Adrenaline junkies
- 21. PWC is associated with positive & familiar experiences Individuals with a “need for speed” and proclivity for action If my friends bought one, I’d get one too.
- 22. ▣ Posts that spark a sense of missing out (FOMO) ▣ “Sweet footage” ▣ Intriguing design elements Selling points Experience + FOMO = high influencer
- 23. ▣ Money not as influential ▣ Focus on adrenaline and experience ▣ Snapchat/Instagram posts would invoke “FOMO” ▣ Traditional ads “obsolete” ▣ Group settings extremely important Key Takeaways
- 24. Target Markets Secondary Male Millennials Primary Military Personnel Characteristics: 18-30 years old Live along coastlines (on base) Annual income of $35,000+ Low average cost of living High level of disposable income Have experience with motor toys Single Adrenaline junkies Characteristics: 22-30 years old College-educated Annual income of $60,000+ Have experience with motor toys
- 25. The primary objective is to target coastal military personnel between the ages of 18 and 30 with a mix of online and in-dealership advertising to highlight the potential thrills and experiences that the new WaveRunner can provide – specifically to increase awareness of this product 20% by November of 2017 IMC Plan
- 26. Weaknesses ▣ Social media platforms lack modernness and excitement ▣ Marketing efforts are stagnantly focused on an older market Strengths ▣ Established brand presence ▣ Multi-passenger, customizable product options
- 27. Threats ▣ Yamaha is a late entry into the market ▣ Renting/ buying used Opportunities ▣ Millennials are approaching a “large purchase stage” ▣ Shift in focus from logistics to experience ▣ FOMO ▣ Interest from untapped niche market - military personnel
- 28. How do we take advantage of these industry opportunities and company strengths while mitigating industry threats and company weaknesses?
- 33. Reaching Military Personnel WaveDefender Tour Color Scheme Military Discount 1 2 3
- 35. 1 Defender Tour
- 36. Military Discount ▣ 5% discount offered at dealerships with every purchase of a WaveDefender 2
- 37. Color Schemes ▣ Armada ▣ Concorde ▣ Bullet ▣ Legion 3
- 38. Reaching Millennials Dan Bilzerian1 2 3 Free Swag WaveBabes
- 39. Dan Bilzerian ▣ King of Instagram □ Over 13 million followers ▣ Military vet ▣ Over-the-top ▣ Idolized by male millennials ▣ Insta-famous cats: Smushball & Penelope 1
- 40. Samples of Dan Bilzerian posts
- 41. Free Swag ▣ Mens shirts ▣ Womens tank ▣ Hats ▣ Towels ▣ Water bottles ▣ Koozies ▣ Keychain floaties ▣ Pet clothing ▣ Sunglass straps 2
- 42. WaveBabes ▣ Travel with WaveDefender tour ▣ Host competitions ▣ Hand out free swag ▣ Create social media buzz: Snapchat/Instagram ▣ Guerilla marketing 3
- 43. Reaching Dealerships Encourage Military Promotions Distribute Merchandise Face-in-a-Hole 1 2 3
- 44. Promote Discount ▣ Show appreciation for the military ▣ Assembled in America ▣ Appeal to primary market 1
- 45. Distribute Merchandise2 ▣ Create loyal buyers ▣ Exclusivity ▣ Free advertising
- 46. Face-in-a-hole3
- 47. Let’s change it up! 5. New Media
- 48. Place your screenshot here Website ▣ Pertinent ▣ Sleek + modern design ▣ Shareable + linkable
- 49. Social Media Revamp ▣ Videos & Images □ Showcasing lifestyle & watercraft □ Modern, fun and exciting ▣ Relevant hashtags □ Fun & Yamaha-related ▣ Same profile image ▣ Interact with users
- 50. Place your screenshot here Facebook ▣ Tempting to cross promote ▣ More information ▣ Showcase events
- 51. Instagram ▣ Creative freedom ▣ WaveRunner lifestyle ▣ Variety of content
- 53. Snapchat ▣ WaveBabes ONLY account ▣ Promotes lifestyle ▣ Increases interest in WaveDefender
- 54. Youtube ▣ Four videos for each individual color scheme + one to showcase the series as a whole ▣ Action packed ▣ Variety of shots: POV, close ups ▣ Upbeat, high energy electronic or rock music ▣ Millennials having great time - lifestyle ▣ Dan Bilzerian video
- 55. No print ads, why? ▣ Millennials have changed platforms: □ TV and movie digital streaming □ Smartphone apps/blogs/websites ▣ Communicate with each other ▣ Consuming and sharing content like never before ▣ Digital marketing is flexible ▣ Social media - accessed by anyone, anywhere at any time.
- 56. Media Flow Chart
Editor's Notes
- Kawasaki is their whole brand on one account Sea-Doo is just their actual PWC Yamaha is combined like Kawasaki, but still sucks
- Decision to purchase affected by: exclusivity etc.
- It is known that millenials appreciate experiences over owning expensive items. Later we will talk about how we will use this to our advantage.
- 7% 78%
- Key Takeaways: think we could reword these better
- Focus more that the WaveDefender is the key to experiences
- Maybe include key takeaways after this to show how we will implement into our strategy
- somebody for the love of god talk about the god damned logo k? We will also insert positioning from the marketing section (target audiences) #blended ~~~ LOLz
- the new wavedefender is a class in it’s own. Fierceness *rawr*
- Explain our shirts
- Promote discount: want to make military personnel to feel like we really appreciate what their doing. As a company that assembles everything in america we feel this is a great way to show loyaly and pride for our country. Quote from focus group
- to create loyal buyers and instill a sense of exclusivity. Like they are a part of something by owning this product. Help establish brand loyalty. Free advertising
- we are going to put this in all dealerships for people to take pictues with, have fun with and be able to post this on social media and incorporate hashtags. This is a way to use his fame to promote the WaveDefender.
- Why is this here?