ADV 420 Final Presentation
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Whirlpool's digital strategy aims to make Whirlpool the first company consumers think of when considering home appliances. The goals are to strengthen social media presences, create a mobile app, start a blog, and run an extensive Google Adwords campaign. Key performance indicators include increased social media followers, app downloads, and website traffic. The target audiences are homeowners, newlyweds, and young families. The "big idea" is repetition across all digital channels. Tactics include paid social media ads, promoting the new app on Facebook and Twitter, sponsored Instagram posts, a mobile app allowing purchases, and a blog posting about new products. An extensive Google Adwords campaign and paid social placements on other retailers' sites are also part
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E branding
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With Regards
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ADV 420 Final Presentation
- 1. Whirlpool’s Digital Strategy By Samantha Proud ADV 420 Fall 2014
- 2. Reason for Campaign Be the first company that consumers think of
- 3. Goals Stronger presence across all social media accounts Create an app Start a blog Create extensive Google Adwords campaign
- 4. Key Performance Indicators (KPI) Increase of followers/likes on social media App downloads Increase in website traffic
- 5. Target Audience Homeowners Newlyweds Young families
- 6. “Big Idea” Repetition Repetition Repetition
- 7. Tools and Tactics Facebook/Twitter Start with many paid/sponsored ads Promote new app Posts will include Info about sales, links to new blog, etc Instagram Show photos of our target audience using our products
- 8. Tools and Tactics Mobile App Compares our product with competitors Able to purchase through app Blog Featured posts: New products “Sponsored by” pieces
- 9. Tools and Tactics Google Adwords (SEM) Extensive Lots of categories Higher than competitors Including other companies that sell our products
- 10. Budget Paid social media ads: = ~$250,000 PPC: = ~$400,000 Creating mobile app: = ~$150,000 Billing hours: 500-600hrs @ $250/hr : = ~$137,500 TOTAL = ~ $937,000
Editor's Notes
- Since Whirlpool products aren’t something that people buy on a regular basis, our goal is to be the first company that consumers think of when the need for our product arises.
- By using all social media outlets, creating our new app, and having an extensive SEM campaign, we hope that we will be at the forefront of our customers mind when they are thinking about buying new appliances. Being present in the lives of our target will help with this.