The document discusses marketing strategies for the Hyperloop, a proposed 700 MPH transportation system that would reduce the commute time between Los Angeles and San Francisco to 30 minutes. The target audience would be wealthy consumers in California, particularly those living in Rancho Santa Fe, one of the wealthiest zip codes in the US, with a median income of $120,800. Five key segments in Rancho Santa Fe are identified that would appeal to the Hyperloop: Big Fish, Small Pond; Country Squires; God's Country; Second City Elite; and Traditional Times. A price skimming strategy is proposed to recover costs given high demand. Outdoor advertising, endorsements, and publicity are recommended for communication. The creative strategy should emphasize
This Media plan was done for my Media & Connections Planning class. This semester long project took a lot of research when deciding on what media to use and how to execute them.
MediaMark MRI, LexisNexis, Standard Rate & Data Services and other databases became my close friends throughout the semester. You could say we had a love/hate relationships.
This Media plan was done for my Media & Connections Planning class. This semester long project took a lot of research when deciding on what media to use and how to execute them.
MediaMark MRI, LexisNexis, Standard Rate & Data Services and other databases became my close friends throughout the semester. You could say we had a love/hate relationships.
Using Analytics to Understand Consumers, Neighborhoods and AdvertisingPrecisely
Customer analytics vary by industry – what’s important for retail clothing stores isn’t always important for a telecom client, etc. Join Precisely Demographics product managers Andy Peloe and Dylan Conrad as they describe how Precisely has done the work of aggregating diverse types of data so that you can more easily answer important questions for your business as well as your customers.
This webinar will help you:
- Partner with your clients and choose the right data variables and granularity
- More accurately identify target customer markets based on dynamic demographics
- Understand retail performance and site selection based on neighborhood profiles
- Use measured analytics to tell a story about a neighborhood
- Identify trends to support investment strategies
-Accurately assign risk
Michigan\'s Future: It\'s all about lifestylesBuzz Brown
Thousands of Michigan’s educated youth are leaving the state. This presentation identifies the life styles of previous inhabitants of the area; Native Americans, Farmers, Vacationers and now Suburbanites. It studies why these people came here and what facilitated their movement. From lessons learned it is proposed that life styles is the motivating factor and a key for keeping and attracting people to Michigan in the future.
Combining datasets to find solutions to homelessnessData Con LA
Data Con LA 2020
Description
Permanent supportive housing is an often misunderstood but vital solution to homelessness. It offers a combination of permanent housing and wraparound services for individuals who are considered chronically homeless and who are most at risk at falling right back into homelessness without supportive services. The passing of Prop HHH in 2016 enabled a $1.2 billion bond to build approximately 10,000 units for homeless Angelenos over 10 years. Was this goal too ambitious? How many units have been built? In which neighborhoods are these units being built in? Is any district in Los Angeles not taking part?Using Tableau to import data from ControlPanel LA and CalEnviroScreen, we visualize the progress of permanent supportive housing sites in Los Angeles. A geographic view matched with Census data shows us demographic information where PSH sites are being built. Information including poverty level, education, pollution and other health risks reveal where construction has been approved and in which neighborhoods they are lacking. If we are to solve this homeless crisis, all neighborhoods need to take on the load of providing housing. This research will show what to expect with homelessness in Los Angeles in the coming years and what can be done to help.
Speaker
Andres Ocon, LA Family Housing, Data Coordinator
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Using Analytics to Understand Consumers, Neighborhoods and AdvertisingPrecisely
Customer analytics vary by industry – what’s important for retail clothing stores isn’t always important for a telecom client, etc. Join Precisely Demographics product managers Andy Peloe and Dylan Conrad as they describe how Precisely has done the work of aggregating diverse types of data so that you can more easily answer important questions for your business as well as your customers.
This webinar will help you:
- Partner with your clients and choose the right data variables and granularity
- More accurately identify target customer markets based on dynamic demographics
- Understand retail performance and site selection based on neighborhood profiles
- Use measured analytics to tell a story about a neighborhood
- Identify trends to support investment strategies
-Accurately assign risk
Michigan\'s Future: It\'s all about lifestylesBuzz Brown
Thousands of Michigan’s educated youth are leaving the state. This presentation identifies the life styles of previous inhabitants of the area; Native Americans, Farmers, Vacationers and now Suburbanites. It studies why these people came here and what facilitated their movement. From lessons learned it is proposed that life styles is the motivating factor and a key for keeping and attracting people to Michigan in the future.
Combining datasets to find solutions to homelessnessData Con LA
Data Con LA 2020
Description
Permanent supportive housing is an often misunderstood but vital solution to homelessness. It offers a combination of permanent housing and wraparound services for individuals who are considered chronically homeless and who are most at risk at falling right back into homelessness without supportive services. The passing of Prop HHH in 2016 enabled a $1.2 billion bond to build approximately 10,000 units for homeless Angelenos over 10 years. Was this goal too ambitious? How many units have been built? In which neighborhoods are these units being built in? Is any district in Los Angeles not taking part?Using Tableau to import data from ControlPanel LA and CalEnviroScreen, we visualize the progress of permanent supportive housing sites in Los Angeles. A geographic view matched with Census data shows us demographic information where PSH sites are being built. Information including poverty level, education, pollution and other health risks reveal where construction has been approved and in which neighborhoods they are lacking. If we are to solve this homeless crisis, all neighborhoods need to take on the load of providing housing. This research will show what to expect with homelessness in Los Angeles in the coming years and what can be done to help.
Speaker
Andres Ocon, LA Family Housing, Data Coordinator
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
1. THE NEED FOR SPEED
Market the Hyperloop
By Jessica Prinsen
2. THE HYPERLOOP
•
700 MPH capsule commute
•
30 minute ride between Los Angeles, CA to San Francisco, CA
•
Reinventing transportation
3. SITUATIONAL OVERVIEW
•
The Hyperloop is consistent with our culture:
• Need for immediate gratification:
• Immediate in terms of destination arrival times
•
Importance of technical features and benefits:
• Safe: resistant to earthquakes, wind, ice, fog & rain
• Fast: 30 minute commute & not disruptive along the route
• Technicality: the newest, most innovative form of transportation
• Sustainability: Self-powering (solar panel based)
• Technology is happening now:
• Drones for Amazon
• Concept: Holograms for traffic lights
4. TARGET AUDIENCE
•
Consumer Market
• Premium Wealthy Consumers
• Innovators and Early Adopters
• Geographically limited: California’s wealthiest residents
• Zip Code with the highest percentage of million-dollar
homes according to CNN Money is Rancho Santa
Fe, CA 92067 (96%)
The following information is derived from PRIZM based on the ZIP Code of
92067 which is known as Rancho Santa Fe, CA. The information is a
reflection of the residents and has been categorized in 5 segments: Big
Fish, Small Pond, County Squires, God’s Country, Second City Elite and
Traditional Times. This audience reflects on a small-scale the same
audience we would target for the success of launching the Hyperloop.
5. TARGET AUDIENCE
•
First Segment within Rancho Santa Fe: Big Fish, Small Pond
These upscale, empty-nesting
couples enjoy the trappings of
success, including belonging to
country clubs, maintaining large
investment portfolios, and spending
freely on computer technology.
Lifestyle & Media Traits:
• Shop at Talbots
• Go sailing
• Read Kiplinger's Personal Finance
Demographics Traits:
• Urbanicity: Town/Rural
• Income: Upscale
• Income Producent
Assets: Millionaires
• Age Ranges: 55+
• Presence of Kids: HH w/o Kids
• Homeownership: Homeowners
• Employment Levels: White Collar,
Mix
• Education Levels: Graduate Plus
• Ethnic Diversity: White
6. TARGET AUDIENCE
•
Second Segment Rancho Santa Fe: Country Squires
The wealthiest residents in exurban
America live in Country Squires, an
oasis for affluent Baby Boomers
who've fled the city for the charms of
small-town living. In their bucolic
communities noted for their recently
built homes on sprawling properties,
the families of executives live in sixfigure comfort.
Lifestyle & Media Traits:
Order from amazon.com
Vacation at ski resorts
Read Shape
Demographics Traits:
Urbanicity: Town/Rural
Income: Upscale
Income Producing Assets: High
Age Ranges: 35-54
Presence of Kids: HH w/ Kids
Homeownership: Mostly Owners
Employment Levels: Management
Education Levels: Graduate Plus
Ethnic Diversity: White, Asian, Mix
7. TARGET AUDIENCE
•
Third Segment Rancho Santa Fe: God’s Country
God's Country emerged as the most
affluent of the nation's exurban lifestyles.
Today, wealthier communities exist in the
hinterlands, but God's Country remains a
haven for upscale couples in spacious
homes. Typically college educated Baby
Boomers, these Americans try to maintain
a balanced lifestyle between high-power
jobs and laid-back leisure.
Lifestyle & Media Traits
Order from orbitz.com
Go cross country skiing
Read Wine Spectator
Demographics Traits:
Urbanicity: Town/Rural
Income: Upscale
Income Producing Assets: Elite
Age Ranges: 45-64
Presence of Kids: HH w/o Kids
Homeownership: Mostly Owners
Employment Levels: Management
Education Levels: Graduate Plus
Ethnic Diversity: White, Asian, Mix
8. TARGET AUDIENCE
•
Fourth Segment Rancho Santa Fe: Second City Elite
There's money to be found in the nation's
smaller cities, and you're most likely to
find it in Second City Elite. The residents
of these satellite cities tend to be
prosperous professionals who decorate
their homes with multiple
computers, large-screen TV sets, and an
impressive collection of wines.
Lifestyle & Media Traits:
Shop at Neiman Marcus
Collect art
Read Smart Money
Demographics Traits:
Urbanicity: Second City
Income: Upscale
Income Producing Assets: Elite
Age Ranges: 55+
Presence of Kids: HH w/o Kids
Homeownership: Mostly Owners
Employment Levels: White Collar,
Mix
Education Levels: Graduate Plus
Ethnic Diversity: White, Asian, Mix
9. TARGET AUDIENCE
•
Fifth Segment Rancho Santa Fe: Traditional Times
Traditional Times is the kind of lifestyle where
small-town couples nearing retirement are
beginning to enjoy their first empty-nest
years. Typically in their fifties and
sixties, these upper-middle-class Americans
pursue a kind of granola-and-grits lifestyle.
On their coffee tables are magazines with
titles like Country Living and Country Home.
But they're big travelers, especially in
recreational vehicles and campers.
Lifestyle & Media Traits:
Shop at Sam's Club
Contribute to PBS
Read Southern Living
Demographics Traits:
Urbanicity: Town/Rural
Income: Upper Mid
Income Producing Assets: High
Age Ranges: 55+
Presence of Kids: HH w/o Kids
Homeownership: Homeowners
Employment Levels: White
Collar, Mix
Education Levels: College
Graduate
Ethnic Diversity: White
10. TARGET AUDIENCE
•
Innovators & Early Adapters
•
Innovators
• People who are fascinated with ground-breaking technology,
• Want to be apart of the Hyperloop’s initial launch, &
• Can afford initial prices
Early Adapters
• People who commute between Los Angeles and San Francisco regularly
• Work-related, social reasons or housing in both locations
• People with money and without children (less concern & skepticism of safety)
• People who are genuinely interested in innovation of transportation to reduce
commuting times
11. SUMMARY OF TARGET AUDIENCE
•
PRIZM Quick Facts for Rancho Santa Fe:
• Target: Adults without children
• Median Age: 52
• Targeted Age: 35-55+
• Median Income: $120,800
• Consumer Spend: $99 MM
• Consumer Spend ($/HH): $73,481
• Targeted Occupation: High-level management & retired
• Interests: Travel, leisure, technology
12. COMPETITIVE ANALYSIS
Car
Pros:
• Convenience
• Luggage is not a
factor
• Status
• $112 USD on average
round-trip commute
from L.A. to San
Francisco
Cons:
• Traffic
• 5-7 hour drive from
San Francisco to L.A.
• Maintenance fees
Hyperloop
Pros:
• Speed & convenience
• 30 minute commute
between L.A. and San
Francisco
• Weather is not a factor
• No traffic
Cons:
• Expensive
• > $500 USD
• High demand, small
supply
• Skepticism of safety
Plane
Pros:
• 1 hour 27 minute
commute between L.A.
and San Francisco
• Fastest current mode of
transportation
• Easy to commute
regularly
Cons:
• Lost luggage
• Airport delays
• Weather is a factor
• Relatively expensive
• $450 USD round-trip
13. COMPETITIVE ANALYSIS
High Speed Rail
Pros:
• Fastest ground
system besides the
Hyperloop
• < 3 hours to L.A.
from San
Francisco
• Low cost per
commute
Cons:
• Expensive to build
• Luggage is limited
• Low status
• Cost per ride TBD
Hyperloop
Pros:
• Speed & convenience
• 30 minute commute
between L.A. and San
Francisco
• Weather is not a factor
• No traffic
Cons:
• Expensive
• High demand, small supply
• Skepticism of safety
Mega Bus
Pros:
• Least expensive
• Twice as fuel efficient
as private cars
• Bus lanes are quicker
Cons:
• Low status
• About a 7 hour
commute from L.A. to
San Francisco
• Dirty
• $30 USD round-trip
14. PRICING STRATEGY
• Price Skimming Strategy
• The Hyperloop will be in the introductory phase of the product life cycle
and will therefore take on the price skimming strategy
• The Hyperloop provides the best benefits compared to its
competitors which is speed, resistance to weather and convenience.
Comparing it to the next fastest mode of transportation is the
plane, which runs at about $450 USD per round-trip. The Hyperloop
should be positioned well above $500 USD to ensure that it can
supply the demand, recover the research and development costs
and lastly to make a profit.
15. COMMUNICATION STRATEGY
•
Goals:
• Reach the target audience
• Premium wealthy consumer
• Innovators
• Early adapters
• How many times per month?
• Goal is 8 times in the first month (to inform and to create awareness)
• 5 times in the second month (continue to gain awareness)
• What Channels?
• Use a multi-channel platform
16. COMMUNICATION STRATEGY
•
Multi-platform channels
•
Message: Focused around “The Need for Speed” theme, futuristic advertisements
showing the benefits of the Hyperloop & informing on the safety. Mostly focused on the
“cool” aspect of the futuristic transportation and the little time it takes to commute. Time is
of the Essence.
• Outdoor Geographic Targeting
• Creative Billboards that people are constantly driving by and will aspire to one
day ride the Hyperloop to avoid the traffic that they are currently sitting in
• Futuristic, witty, clever and informative
• Outdoor Events/ Setups
• Similar to: http://www.youtube.com/watch?v=VErg8ZgdOB8
• Goal: GAIN ATTENTION
17. COMMUNICATION CHANNELS
•
Multi-platform Channels
•
Hyperloop Endorsers
• People who are extremely influential to the early adopters and early majority
(experts, car enthusiast celebrities etc.)
• Contact via direct message or direct messaging an agent
• Offer initial free rides for the influencer with the expectation that they will report their
experience on some form of social media
• Campaign leading up to the first Hyperloop ride with the endorser and post-ride
interview and press-releases
•
Example: Get the Saturday Night Live cast to participate in the initial beginning of the
Hyperloop
• Hits a large audience of all ages of the spectrum (gains awareness)
• Multiple Saturday nights spent on the lead up, the actual ride and then after the ride
18. COMMUNICATION STRATEGY
•
Multi-platform Channels
•
Celebrity Magazines:
• Advertisement placements in magazines that the celebrities or premium wealthy
consumers may be featured
• Advertising placements that are magazines of interest: Kiplinger's Personal
Finance, Shape, Wine Spectator, Smart Money & Southern Living (Magazines
appealing to Rancho Santa Fe, CA)
• Target technology, finance and leisure magazines, online journals and blogs
•
Media Outlets
• Radio advertisements and radio talk show hosts speaking with the public about the
Hyperloop
• Yoube videos: awareness/ informing and thrilling videos
• Publicity
19. CREATIVE STRATEGY
•
Value Propositions
• For the premium wealthy traveler or regular commuter who wants to decrease the
time spent commuting between Los Angeles and California, the Hyperloop is the
fastest mode of transportation.
• The Hyperloop takes away the stress, frustration and lack of energy that you
experience from your current mode of transportation by sending you in a capsule for
30 minutes stress-free.
• The Hyperloop creative strategy should be innovative, futuristic and informative in
obvious manners
• It is the first Macintosh of computers
20. BRING THE HYPERLOOP FROM AN IDEA TO
REALITY
•
The Hyperloop should be marketed to the premium wealthy consumer with a price
skimming strategy. The demand will be high as the Hyperloop is the fastest mode of
transportation, safe and sustainable. The target audience will be the innovators and early
adopters who are interested in technology, travel and reducing time spent commuting.
Communication channels should be focused primarily on outdoor billboards, influential
endorsers and publicity. The creative strategy should focus on the benefits the Hyperloop
offers as well as the futuristic and innovative look the Hyperloop possesses.
•
Let’s bring the Hyperloop to life.