The Apple Watch is Apple’s first entirely new Apple product in five years; it's important because it’s also the first Apple product developed after the death of Steve Jobs. The Apple Watch is the most personal computer. In other words, it’s Mini in a Massive way! An extraordinary small and personal device. It knows when you’re wearing it. You can talk to it. You can poke it, and it can poke back. It includes features like Apple Pay, fitness tracking, synced with airlines making airport visits faster, digital touch communication, and connects to home surveillance cameras and doors.
The revolutionary Apple Watch is here. They are available in Apple stores and selected Apple certified retailers for customers to experience and try on. Check www.Apple.com to find the nearest Apple store to your location and the first 100 people to be enrolled will get their Apple Watch for free. If you’ve been waiting for the perfect time to seize this opportunity and get your own Apple Watch, the time is now! Place your pre-order online at www.Apple.com/Watch and pick up your personal device at your local Apple story by avoiding any long waiting lines, pre-orders will get 20% off of the Apple Watch.
Who
Within the buyer persona created, Apple Watch marketing campaign and example of the targeted audience is labeled as “secretary” Amy Miller, and the “manager” Mike Donald. Apple Watch targeted audience were described as adults 30+ years old, working, very busy, making more than average yearly, and an Apple user possibly and iPhone and or a Macbook.
What
To reach the targeted audience and to focus on the buyer persona there are specific platforms for the campaign. The main campaign is Social media, including Facebook, Twitter, YouTube, Bloggers, Vloggers, Snapchat, celebrity endorsement and Instagram. Social Media campaign will connect different platforms by utilizing a hashtag, an example of a hashtag would be #AppleWatch #ItsHere. Reaching a bigger number of potential customers within the target audience can be expanded by an outdoor marketing campaign. Mainly in crowded cities such as New York, NY by using billboards, buses, and buildings creatively to attract customers.
When
The ideal time would be before launching the product, specifically when pre-orders begin, and it goes on until the product is available in stores and people start to know about its feature and what it can do. The length would be around six months 1/1/2016 – 6/1/2016.
Where
Online to pre-order and know more about the product before its release www.Apple.com/watch. The second location is in stores when the Apple Watch is available for costumers to try on and experience. The third location is at selected Apple certified retailers.
Why
This marketing campaign is to promote the Apple Watch, which would help in raising the sales and store visits. Which will raise awareness of how important the Apple Watch is and help spread the message of its features.
How
This campaign will be promoted utilizing both social media and outdoor advertisements. Regarding social media, the campaign will start using:
- Promoted Tweets on Twitter in which you can choose a specific audience to receive your tweet.
- On Instagram, sponsored posts where a picture with a description and hashtags would be posted, Instagram users can then share it in their feed.
- An example of a YouTube video would be asking a Vlogger (Video Blogger) to review the Apple Watch. Another YouTube example is to do a video comparison between the Apple Watch and competitive products such as the Samsung Gear S.
- Creating a Facebook page will also help costumers share their experience and post in the discussion.
- Snapchat is an excellent tool to promote the campaign, for example, Apple can create an Apple Watch Story the day that the Watch is available in store where people can post pictures of them trying it on; this would create more in store traffic the day of the release.
- Celebrity endorsement will help promote the campaign by reaching a larger audience; people look up to celebrities and popular public figure, and this will have a positive impact on the sales of the products.
The outdoor campaign as mentioned before would take place in a very busy city such as New York, by advertising on Buses, billboards, and buildings.
Evaluation
The campaign’s success will be measured by an increase/decrease in the Apple Watch sales, number of people that use the hashtag and the increase/decrease in the number of followers on each social media account that has been created for the Apple Watch.
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Narrative:
Amy Miller labeled as “the secretary” in the buyer persona. Started her day checking her social media accounts. The first application she checks on her iPhone is Twitter, where a promoted tweet pops in her twitter feed. Amy retweets it and shares it on her Instagram account using the hashtag #AppleWatch. Amy scrolls down to find that her favorite celebrity Beyonce also shared a picture wearing the Apple Watch, she likes the picture and posts a comment. Amy is now very interested to know more about the Watch, so she goes into YouTube, luckily Shaytards (a popular family on YouTube with daily Vlogs) posted a video review of the product, and it features. After watching the video she clicks on the link in that appears at the end, and it takes her to www.Apple.com where she can place her pre-order.
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