Amazon Go

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Media Plan
Viktor Torbjörnsen

Content
Background............................................................................................ 3
Objective...

NO LINES, NO CHECKOUT
(NO, SERIOUSLY)

Objective Challenge
?
Strategy Target Audience
Amazon is debuting
a new grocery store
concept in San
Francisco
The store i...

Who are we talking to?

Early Adopters Strategic Target Consumption Pool
The Early Adopters
Influencer group that naturally is
intrigued/intereste...

Early Adopters Strategic Target Consumption Pool
Finding the focal point
”The New Urban Original”

THE NEW URBAN ORIGINAL
Fast adapters that take advantage of
what is in front of them and consciously,
subconsciously influ...

THE NEW URBAN ORIGINAL
Demographics
Age:
Gender:
Lives:
Position:
Income:
Education:
Civil status:
20 - 40
65% Male / 35% ...

THE NEW URBAN ORIGINAL
Demographics
Age:
Gender:
Lives:
Position:
Income:
Education:
Civil status:
20 - 40
65% Male / 35% ...

THE NEW URBAN ORIGINAL
Demographics
Age:
Gender:
Lives:
Position:
Income:
Education:
Civil status:
20 - 40
65% Male / 35% ...

This is the Blueprint

THE NEW URBAN ORIGINAL
WHERE
WHEN
HOW
go

HIGH ENGAGEMENT
LOW ENGAGEMENT
LOWINTEREST
HIGHINTEREST
MOBILE
COMPUTER
TV
RADIO OOH
NEWSPAPER
BLOGS
TA
WHERE
We have the ...

WHEN
7AM
9AM
10AM
12PM4PM
6PM
10PM
12AM
HOME
COMMUTE
WORK
LUNCH
WORK
COMMUTE
SOCIAL
SLEEP
MOBILE COMPUTER
OOH
Primary chan...

The How
Objectives of Media Campaign:
RAISE AWARENESS, EDUCATE AND BUILD SOCIAL ENGAGEMENT
go
Current Amazon users
Media:
...

The Rollout

There is a new player in town
Media:
Channels:
Cost: Clicks:
$269 700:- 115 489
Time:
March 8, 2017 - June 15, 2...

There is a new player in town 1
Owned
Paid
Channels
UNITS CPC COST CLICKS
Sponsored stories $2,00 $100 000 50 000
Promoted...

Hello there old friend
Media:
Channels:
Cost: Clicks:
$250 000:- 111 111
Time:
April 1, 2017 - June 15, 2017
Pur...

Hello there old friend
Owned
Paid
Channels
UNITS CPC COST CLICKS
Sponsored stories $2,00 $100 000 50 000
Promoted Tweet
In...

No lines, No checkout - No, seriously
Media: Medium:
Bus Shelter Poster
Billboard (14’ x 48’)
Cost: ...

PaidChannel
UNITS REACH / DAY TIME IMPRESSIONS
Bus Shelter
Poster (x5)
250 000 100/Days $113 500
Billboard
14’ x 48’(x4)
6...

All you need is - A smartphone
Media:
Channels:
Cost: Clicks: Impressions:
$500 000 113 333 45 000 000
Time:
Ap...

PaidChannel
UNITS REACH / DAY TIME IMPRESSIONS
Bus Shelter
Poster (x15)
750 000 60/Days $240 000
Total: $240 000 45 000 00...

Media Flow

Budget/Impressions
March April May June
Launch
Early adopters Strategic Target Consumption Pool
1
2
3
4
There is a new pla...

Cost Summary

CLICKS
Sponsored stories
Promoted Tweet
Interest Targeting
Sponsored stories
Bus Shelter
Poster (x5)
100/Days $113 500
Bil...

Thank You

Sources:
https://www.bitbond.com/resources/amazon-go/
http://www.marketing91.com/swot-analysis-of-
amazon/
https://www.fac...

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