Marketing plan for the company Motion Sphere.

1. Marketing Plan for Motion Sphere
Braxton Kimball
Douglas Jokerst
Nataly Vela
Mariafabiana Canache
Project and Portfolio IV: Entertainment Business – Inst. Nicole Bathke
Entertainment Business - Full Sail University, Winter Park, Fl
November 17, 2019

2. Tableof Contents
1.0 Executive Summary 3
2.0 Situation Analysis 5
2.1 Internal 5
2.1.1 Company Overview 5
2.1.2 Target Market 6
2.1.3 Online Presence Analysis 7
2.2 External 7
2.2.1 Competitors 8
2.2.2 Tech Industry 9
2.2.3 Gaming Industry 9
3.0 Plan Objectives Error! Bookmark not defined.
3.1 Increase brand awareness 10
3.2 Increase social media content and engagement 10
4.0 Social Media Strategies 11
4.1 Facebook 11
4.1.1 Upcoming Events 11
4.1.2 Live Streaming Error! Bookmark not defined.
4.1.3 Event Photo/Video Posts 12
4.2 Instagram 13
4.2.1 Daily Posts 13
4.2.2 In-the-moment Stories 14
4.2.3 IGTV Behind the Scenes 14
4.3 YouTube 15
4.3.1 New Content 15
4.3.2 Tech Demos 16
4.3.3 Testimonials 16
4.4 Website 16
4.4.1 SEO Improvement 16
4.4.2 Reorganization of content 17
4.4.3 Upcoming Events Section 18
4.5 Advertisements 18
4.5.1 Facebook Ads 18
4.5.2 Google Ads 19
4.5.3 Mobile Internet Ads 19
5.0 Traditional Marketing Strategies 19
5.1 New Sponsorships 19
5.1.1 Williams E-Sports 20
5.1.2 ESL 20
5.1.3 Cristian Bolton 20
5.2 Exhibitors Space 20

3. 5.3 Merchandising 21
5.4 Panels and Interviews 21
6.0 Relationships 21
7.0 References 23
8.0 Appendices 25
A. Publishing Calendar 25

4. 1.0 Executive Summary
Motion Sphere is a simulation and virtual reality company founded in Brazil in 2013, that
has grown globally. Currently, it has offices in South America, Europe, and the U.S. The
company is composed of a group of people with expertise in the gaming, and tech
industries, business, and sales. Using their advanced technology, which sets them apart
among other companies, they create immersive simulation platforms and experiences for
their clients that are used at events, exhibitions, and trade shows.
Motion Sphere has a presence on different social media platforms, specifically Facebook,
Instagram, YouTube, and Twitter. However, not any of them are often updated. Even
though the company is successful, considering how important social media is for
marketing today, Motion Sphere is falling behind regarding brand awareness. They also
have a website that has a considered amount of content about the company that could
benefit from some reorganization and efforts to optimize for search engines. Their plan
objectives to be achieved with this marketing plan are to increase brand awareness, and
to develop social media content and engagement.
The tactics will consist of improving the usage of social media platforms where the target
market is. Creating and organizing new content, and using the tools provided by different
platforms as well as by the website, will help accomplish this. Also, the plan includes
traditional marketing strategies that involve attending events and creating new
partnerships. In a short period of time, and without the need of an outsized-budget or
many resources, Motion Sphere will start increasing its online and offline presence
globally.

5. 2.0 Situation Analysis
The situation analysis gives an overview of the company’s current situation, and factors
that affect it. It’s divided by internal and external factors.
2.1 Internal
The internal factors provide some information about the company, and a description of
what is the company’s current situation.
2.1.1 Company Overview
Motion Sphere (MS) is a global company specialized in simulation and virtual reality. It
started in 2013 in Brazil when the founders created a motion sphere platform that would
provide clients with a more immersive, and realistic simulation experience than the ones
in the market. Since then, the company has grown internationally, and currently have
offices in not only Brazil, but also the United States, and Portugal.
According to Motion Sphere’s website, their principal focus is on the events and
exhibitions industry. Using their advanced technology, they've created various types of
simulation experiences. The consumers experience real-life activities in a machine, such
as car racing, snowboarding, motor racing, being inside of a drone, and more, just as if it
were real.
The way they bring these simulation platforms to the public is working along with clients
for which they create customized spheres or lease existing ones. These are available for
the public at their clients’ events, which are the ones purchasing the service. Some of
their biggest clients have been Volkswagen, Yamaha, Acura, and Formula 1, among
many others.

6. The motion Sphere’s team is mainly conformed by 3 people, that are Jefferson Masutti,
Beto Facci, and Haroldo Sato. Collectively, they share a series of education and
background in technology, games, and business. They also have a few partner
companies and individuals that have helped them along the process, such as an attorney
and accountant, an entrepreneur and financial analyzer, and two of the executives of the
company Blackhood Holdings, a capital partner and venture capital firm with managerial
and technical expertise.
Other partners are the Japanese company called Bandai Namco Entertainment, that
specializes in management and sales of video games and other entertainment products.
There is also Dengun, a Digital Agency based in Portugal, specialized in the design and
development of web and mobile applications. Finally, another partner is RM Plus, which
is a planning, architecture, and interior design firm based in Orlando, Florida. Working
with corporations from diverse parts of the world, and varied areas of the industry have
been one of their main advantages for expanding the company.
The company generated a revenue of $3.2 million by the end of 2018, which was a result
of the leasing and selling of the different Motion Sphere platforms created around the
globe. According to Beto Facci, the CEO & Founder, Motion Sphere owns and uses high-
level technology that positions them 3 to 5 more years ahead of other Virtual Reality and
Simulations companies. Not only that, but they also provide the equipment for a more
economical cost and travel with them to places that other companies don’t.
2.1.2 Target Market
Motion Sphere’s market is composed of three different segments: entertainment centers
and theme parks, large companies’ exhibitions and events, and training facilities. These
are mainly technology, entertainment, gaming or sports businesses, that use Motion
Sphere to either provide a particular experience, or as entertainment for the people that
attend their events, exhibitions, or trade shows.

7. For the different companies that fit these categories, Motion Sphere creates a new
customized platform suitable for the company or leases an existing one. These are used
in exhibitions and trade shows for the attendees to try them. Most of the time, they keep
relationships with their clients for years. For example, according to Facci, they first started
working with Yamaha in 2015 when they asked for a more innovative experience, and
MS created a new simulator. Currently, Yamaha uses the equipment once or twice a year,
and for the rest of the year, MS rents it to other clients.
2.1.3 Online Presence Analysis
Motion Sphere has accounts on different social media platforms, specifically Facebook,
Instagram, YouTube, Twitter, and their website. In all these platforms they share content
related to their spheres, new equipment they are working on, and the events they attend.
However, none of these are active to the degree the client wants.
On Twitter, Motion Sphere has around 25 followers, on YouTube, the last video was
posted a year ago, and on Instagram, the posts are business-based, but not as exciting
to the customers. The website is the most effective one, but while some visitors have
expressed how good they think the website looks, other visitors have expressed in the
past their issues when searching for it online and trying to find the information they are
looking for when going through it.
Therefore, there is a need to build a stronger online presence for the company to
be able to expand it even more.
2.2 External
External factors can affect Motion Sphere going forward. These factors can include but
are not limited to; competition, the tech industry, and the gaming industry.

8. 2.2.1 Competitors
Research shows that Motion Sphere has competitors in the training and simulation
industry, through the haptic feedback virtual and augmented reality Teslasuit created by
the company of the same name. The Teslasuit provides a similarly immersive experience
to be used for training and simulation,
and is more prevalent in search results,
appearing on the first or second results
screen when searching for Virtual
Reality simulation equipment. However,
this particular peripheral does not offer
the same capabilities as Motion Sphere.
Another competitor as shown by research is the Hypersuit VR Exosuit, a virtual reality
flying, and vehicle simulation and gameplay peripheral. The Hypersuit is designed and
produced by a company of the same name based out of Paris, France and features a
control layout wherein the user is laying on their stomach flat while strapped to a special
peripheral, which allows them to simulate flying such as a flight by a wingsuit or other
methods. The company behind
Hypersuit has also produced several
other products that compete for similar
markets to Motion Sphere. One is the
Augmented Reality pop space, a room
designed for augmented reality
simulations, and the tube, a virtual
reality total immersion cabin.
The final competitor found is the entertainment technology company, Guangzhou
Zhuoyuan Virtual Reality Tech Company Based in China, this company produces VR

9. simulation peripherals and software for home and
public entertainment, including several products of
distinct similarity to the Motion Sphere product. The
FuninVR Virtual Reality Space-Time Shuttle VR
Simulator is a product capable of 720 degrees of
movement, displaying distinct similarity to the
Motion Sphere family of products and cases,
however, unlike Motion Sphere, it features only one
distinct capability and is designed for both personal
and professional ownership.
2.2.2 Tech Industry
According to Statista, the tech industry is currently on a rapid climb which can lead to
good developments for Motion Sphere. The industry currently is estimated over 3.3 trillion
dollars spent on the global technology industry, as of an estimate made by Statista
regarding the end of 2019, and thus makes it a prime time for unknown companies to
come into the industry. (2018) The training industry, which relies heavily on the tech
industry, is also coming into an era of new paths and technology for training such as
drivers, pilots, and military needs.
2.2.3 Gaming Industry
The gaming industry, according to Liz Lanier, is set to be on a rise in the coming years.
It’s estimated that by 2025 the gaming industry will be worth $300 billion dollars globally
from the $131 billion generated in 2018. (2019) Motion Sphere could thrive in a
marketplace like this as gaming shifts heavily towards Virtual and Augmented reality.
Motion Sphere can thrive in the gaming industry as a high-tier peripheral and
entertainment source.

10. 3.0 Plan Objectives
It’s well-known that Motion Sphere has grown during the past years as a recognized
company among other businesses, and big companies. However, Beto Facci has
expressed their lack of online presence and their need for a marketing strategy to improve
this. These are the two main objectives that are expected to be achieved with this
marketing plan:
1.1Increase Brand Awareness
The company has been growing throughout the years by working at events, and
generating more and more clients from big companies, but are not yet well-known by the
rest of their world. Therefore, there needs to be an increment in the acknowledgment of
the company. It consists of promoting the company online and offline until many more
people know what the company is and does.
Motion Sphere is a company that has made its mark by utilizing older business tactics.
The growth of the company has been rapid despite a major social media presence. With
the implementation of the social media plan below, Motion Sphere will have the ability to
become household name in the tech industry. While the social media plan is a big part of
this process, offline promotion will not take a back seat.
1.2 Increase Social Media Content and Engagement
Through time and because of technology advances, social media has become an
influential tool in marketing. According to Social Media Examiner, “63% of consumers who
search for businesses online are more likely to become consumers of brands with an
established social media presence.” Because of that, it’s necessary for Motion Sphere to
have a strong online presence to attract many more people and be able to show their
incredible work.

11. In order to build an online presence, an objective will be to increase social media content
and engagement. It involves the different platforms that Motion Sphere is in at the
moment, focusing on the ones that will be beneficial to keep working on. Keep the
accounts updated with what is happening in the company, and increase the number of
followers or subscribers, as well as the flow of likes, comments, mentions, and follows
back, which are all marketing tools, as well as Key Performances Indicators that help the
company know how it’s performing.
4.0 Digital Media Strategies
4.1Facebook
The main focus of Motion Sphere on Facebook is showing the events and experiences
that go along with their company’s vision. Facebook is an influential social media platform
to keep up for Motion Sphere because a big part of their demographic lies in Brazil. Brazil
is a heavy Facebook user with over 120 million users.
According to research, 85% of Facebook’s daily users come from outside of the
US/Canada. 82% of college graduates are on Facebook as well. A staggering, 72% of
online users have an income of more than 75K are on Facebook. The reason Motion
Sphere should care about marketing on Facebook is simply that it shares 19.7% of the
global digital advertising market. The potential reach of advertising for Motion Sphere on
Facebook is 1.9 billion.
4.1.1 Upcoming Events
Posting about upcoming events on Facebook will allow Motion Sphere to effectively alert
their followers about the whereabouts of the company. The more events that are posted,
the more the core audience will become engaged. This, in turn, will make them curious
about the events they have been missing out on.

12. Posting direct links to the event page will allow for more streamlined user experience.
This approach is great for Motion Sphere, as well as the company putting on the event.
Cross-promotion between companies puts the information on twice as many eyes and
sometimes even more.
4.1.2 #MOTIONUNIVERSE
Content that highlights new and exciting news and curiosities about the world of
technology and everything that surrounds it, for example, science, software and hardware
developments, and innovations.
4.1.3 Event Photo/Video Posts
Having quality photos attached to the Facebook page is a must in 2019. As high tech as
Motion Sphere is, it is important to display that prominently. According to research people
are more likely to have engagement on a post with a high-quality image of a face on it.

13. Considering how many high-profile events Motion Sphere is involved in, it is easy to put
together amazing photos that will positively project the company.
4.2 Instagram
Instagram has become a popular platform all over the world, being second after Facebook
(Click First, 2019). It’s a mobile-friendly app, which is where people spend a lot of their
time nowadays. It’s easy to navigate through and to use it to attract large masses of
followers, as well as provides different tools that allow the posts to reach many more
people (LevelTen, 2015). Finally, it is 90% visual, which fits Motion Sphere perfectly. In
this platform, people are more likely to click and research more when seeing visuals that
are appealing and interesting in the first seconds, and Motion Sphere’s videos easily
provoke that.
Instagram is used in Brazil, the United States, and Portugal, which is where the target
market is mainly located. It’s not only used by almost everybody but it's also a social
media platform that all businesses have or must have.
These are some of the suggested strategies on how to use Instagram:
4.2.1 Daily Posts
Instagram is a platform that is about being constant. The more frequent the posts are, the
more followers, likes, and mentions the account gets. That’s why daily posts are an
efficient way to attract people. It doesn’t get repetitive, but contrarily, after seeing many
times posts from the same company, it will cause intrigue in the user and will be more
likely to look it up and find out what it is.
These daily posts will be a variety of content advertising the company. Videos or photos
of the spheres at events, and promotional content for upcoming events that the company
will be attending, that could be flyers, teasers, or photos.

14. 4.2.2 #INMOTION Stories
One of the most effective techniques to use social media, and any marketing tool is
storytelling. People like to see more beyond a business. Get to know who is behind the
camera, what the people from the company do when they are not at events, their interests,
their personalities, what they are working on to further share with people. That’s what In-
the-moment Stories are. An opportunity that Instagram stories gives to post short videos
or photos of more casual situations on a daily basis.
This would be the founders, or the marketing person, filming themselves with their phone
talking to their followers and showing what they do in MS on a normal day. This gives
them the chance to create a brand or identity for MS and build a stronger and larger
audience.
INMOTION stories will be about experiences related to Motion Sphere. Reviews from
specialists and the general public about their next events.
4.2.3 IGTV Behind the Scenes

15. Taking advantage of another of the most used tools nowadays, Motion Sphere could use
IGTV (Instagram TV) to show the Behind the Scenes of the company. Different from the
stories, these are longer and more professional videos about a specific topic, that are
filmed and then edited.
It could the Behind the Scenes of Motion Sphere attending an event, showing all the
process of traveling with the equipment to the place, setting up, and breaking down. It
could also be used to put together a slow-motion video of the whole process of building
a new machine. Many things that can be done with it, and it is a method to keep the
consumers involved and engaged in the account and the company. Making them feel that
they are a part of it and can learn from it.
4.3 YouTube
4.3.1 New Content- GAMESPHERE
GAMESPHERE’S intention would be to instruct and present new updates, launches of
products and more technical aspects about the product, with the intention of educating
the target about what the product can do. This will be done through influencers and tech
heads.

16. 4.3.2 Tech Demos
Motion Sphere is consistently churning out new technologies and experiences for their
simulators. With the new content stated above, the company will be able organically to
grow this platform with consistent quality content.
4.3.3 Testimonials
Direct customer reviews are great for promoting what the company does and values.
According to research, customer reviews on YouTube would be a great asset for several
reasons. Online reviews via YouTube, are a great way to boost SEO for the business.
This is important for Motion Sphere because when people type in virtual experience into
Google, it would be great to see the company on the first page. It also brings the customer
closer to the company by showing that Motion Sphere cares about the opinions of their
demographic.
4.4 Website
As mentioned before, the website is in need of some improvements in order to function
efficiently. Currently, it has updated content and data about the company, and some users
think it’s great. However, others have not been able to easily locate the website in search
results when looking for simulations and virtual reality experiences and have noticed that
the information throughout the website is not easy to find.
These are some of the recommendations suggested to improve the website’s
performance:
4.4.1 SEO Improvement

17. According to MOZ (2019), SEO stands for Search Engine Optimization, which is “the
practice of increasing the quantity and quality of traffic to your website through organic
search engine results.” It is one of the problems that Motion Sphere is facing. Because of
not having a description that utilizes keywords, when people research “Virtual Reality in
Orlando”, “Simulation experiences in Brazil”, or other subjects of this kind, they are not
able to find the company, but only when actually typing Motion Sphere.
Also, when you look for the company by its name, the description that appears is about
the competitors. It should not be the first piece of information that shows up because
users are not looking to learn about that, but what the company is, what they do, where
they are, and how to find them.
There has to be an improvement of the land page's description to increase the quantity
and quality of traffic to the website. Therefore, where it says, "Immerse Yourself", there
should be a description that includes the keywords that people are looking for, such as
Technology Company, Virtual Reality, and Simulations Experiences. Also, include that
they are located in Orlando, São José dos Pinhais, and Portugal. Perhaps additionally
mention some of their major clients. It has to be short but contain the most relevant
information about the company.
4.4.2 Reorganization of content
One of the other issues people have complained about in the past is not being able to
understand the company based on the website, and not because the information is not
there, but because it is not in the best places to be quickly located.
On the home page, the description should be first, along with an immersive video of the
platform that calls people attention. Then, there could be sections with titles of events,
clients, types of platforms and experiences they have, and brief descriptions. Like a
preview with clickable bottoms to get more information or content. For example, for
events, there could be different sections for trade shows, exhibitions, gaming, and

18. training, and for clients, they could display all the logos of their current clients, just like
they have in the cases page.
This way it would be more clear, organized, and understandable for the people that visit
the website for the first time. Users should be able to understand what the company does,
and how and where to find them in their first minutes on the website. The description
would explain the “what” and the video attracts them to read more giving them the why.
Later, the rest of the sections would explain how and where.
4.4.3 Upcoming Events Section
This section would be a beneficial addition after the sections about events and clients. It
would display the dates and locations of the events that Motion Sphere will be attending
soon.
Just like musicians advertise their upcoming shows, Motion Sphere should provide users
with this information for them to know where to find them. Even more considering that
Motion Sphere doesn’t have their events or exhibitions at the moment but collaborates
with other organizations.
4.5 Advertisements
4.5.1 Facebook Ads
According to research, Facebook ads have an average cost-per-click of $1.86 and cost
per-thousand-views of $11.20. This number varies based on ad quality to the competition.
The benefit of using Facebook ads is, there is no minimum per month that you need to
spend. When Motion Sphere feels it is right to start a campaign, that option is at your
leisure. The only minimum requirement is a $1 daily ad spend. Also, according to
research, the average CPC for technology companies on Facebook is $1.27.

19. 4.5.2 Google Ads
According to research, the average CPC on Google ads is approximately $2.00.
Advertisers set a maximum daily budget to limit their clicks. When it comes to CPC’s they
can vary greatly depending on the location of where the ad shows up. Large cities tend
to have more competition for keywords, as opposed to small-town clicks. Google ads are
important to Motion Sphere because this will also help with keyword searches and SEO.
4.5.3 Mobile Internet Ads
According to research, 96% of users of social media platforms see adds through their
mobile devices. As of 2016, 1.75 billion people worldwide owned a smartphone. This is
where people receive their news, access social media, and handle their finances.
Needless to say, people are on their phones more than ever before. Motion Sphere can
tap into this via their big-time clients. Putting their advertising in the faces of people who
are attending the events that their clients are organizing.
5.0 Traditional Marketing Strategies
Just like many companies make the mistake of not incorporating online platforms to their
marketing strategies, many more people have started to forget that there is more than
online marketing. The traditional marketing is still equally important.
The following are some traditional marketing strategies that would benefit Motion Sphere:
5.1 New Sponsorships
Given the current financial success of Motion Sphere, it’s a good time to begin increasing
awareness through sponsoring in places where Motion Sphere’s name can be best
advertised.

20. 5.1.1 Williams E-Sports
Williams F1 is an advanced technology and
engineering company focused on racing. They also
possess an Esports team focused on racing. This
gives a great opportunity to display the Motion Sphere logo on the team’s jersey and allow
them to train and practice for racing with the Motion Sphere peripheral.
5.1.2 ESL
The Electronic Sports League, or ESL, is an international esports league that includes
racing as a major genre of tournaments played, including the ESL racing series. The ESL
broadcast for their tournaments would be a prime place to
generate brand awareness. The logo could be shown as
“provided by Motion Sphere.”
5.1.3 Cristian Bolton
Cristian Bolton is an Aircraft racer with the Red Bull Air Race. A
Chilean master-class racing pilot, he’s a prime candidate for Motion
Sphere to advertise on his wing by sponsoring him. Allowing him to
use motion sphere equipment could also allow for an increase in
publicity amongst other air racing pilots.
5.2 Exhibitors Space
Motion Sphere has not attended events as themselves, only alongside their sponsors to
showcase their cases. Motion Sphere should attend gaming, technology, and simulation
conventions and events to build brand awareness and interact with other businesses.

21. The Penny Arcade Expo, now known as PAX, is a multi-national gaming culture
convention and festival where many gaming companies and technology companies show
off their equipment and build both Business to Business relations with each other and
acquire new customers. Another event motion sphere should seek space at is the
Interservice/ Industry Training, Simulation and Education Conference, or I/ITSEC, a major
training, and simulation event where Motion Sphere can reach dozens of new sponsors
and sponsorships.
5.3 Merchandising
Motion Sphere can merchandise itself through the company, AKT enterprises, through T-
shirts, hats, and other assorted merch. AKT specializes in T-shirts but also makes a great
deal of other merchandise including baseball caps and outsourcing for custom
merchandise. Perhaps include in the merchandise a miniature motion sphere to sit on top
of a desk. It could be sold online through their website, and in the future, if they decide to
open an entertainment center, even have a physical store.
5.4 Panels and Interviews
This is a great way for MS to increase brand awareness. It is hosting panels and
interviews at the events, exhibitions, and trade shows they attend. It allows them to not
only talk about the company but give the public, followers, businesspeople, journalists or
anyone the opportunity to ask questions. It would respond their concerns, as well as give
MS an idea of what people think or wonder about the company.
6.0 Relationships
There are no companies that can grow by themselves. All companies need partnerships,
and relationships, be it individuals or companies, to success. Motion Sphere has worked
with many partners since the beginning, such as tech companies, gaming companies,

22. and people with knowledge in these areas, as well as business people, and
entrepreneurs.
Now, in the process of building a marketing strategy, MS requires a few extra people and
resources to achieve its goal. One is a marketing strategist or social media manager. A
person with expertise in the area fitted to manage social media accounts and traditional
strategies. Simultaneously with that, there is the need for a videographer and editor to
start creating professional content. That person will be in charge of preparing the content
and then putting it together for the different platforms.
Also, MS might need to start building relationships with venues and vendors in different
cities if they decide to host their events and exhibitions in the future.
7.0 Future Considerations
7.1 Live Streams
Live streaming is an engaging way to interact with customers and fans of the product.
According to research, one of the most powerful advantages of live streaming is that the
viewers consume the content on your time and not their time. In short, this means that
the people who are engaging with the live stream are truly fans of the company and
product. Motion Sphere would be able to automatically target content at the people who
are more likely to convert and follow further.
One of the best advantages of the live stream is how cost-effective it is to automatically
put information out to the customer. There is absolutely no cost associated with the
stream. This is also a great idea because of the time effectiveness of live streaming. With
a click of the button, Motion Sphere would be able to get pages of information out to the
consumer in a matter of minutes.

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9.0 Appendices
A. Publishing Calendar