Audi - New Media Marketing Proposal
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This document proposes a new media marketing proposal for a luxury lifestyle brand. It identifies strengths like luxury, innovation and partnerships, as well as weaknesses such as expense and perceptions. Opportunities include targeting buyer personas on social media and blogs. Threats include competition and economic conditions. The proposal recommends engaging target audiences like professionals, women and enthusiasts through buyer personas. It outlines a viral marketing campaign and metrics for measuring success including online tools, surveys and sales conversions over a two year timeline with a $1 million budget.
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Audi - New Media Marketing Proposal
- 1. LUXURY LIFESTYLE FOR A LIFETIME New Media Marketing Proposal
- 2. STRENGTHS WEAKNESSES Luxury & Innovation Expensive Image “Stuck up” Partnerships Not So User-Friendly Product Placement Online Presence Talked About OPPORTUNITIES THREATS Buyer Personas Competition Social Media Strategy US Marketplace Blogging Economy
- 3. DRIVING FOR THE GOALS • Meaningful interaction & community • Lookers into buyers
- 4. Audi as a Lifestyle... Audi for a Lifetime.
- 5. TRANSFORMATION THROUGH BUYER PERSONAS • Trendy Young Professionals • Stylish Women • Car Enthusiasts • Seasoned Sophistication
- 6. ENGAGE Audi as a Lifestyle...
- 7. FORGET MASS BLOGGING Audi for a Lifetime.
- 8. “GET AUDI-HERE” Viral Marketing Campaign
- 9. MEASURING SUCCESS • Online Tools • Surveys • Sales Conversions • Commentary
- 10. MAKING IT HAPPEN Budget: $1,000,000 TIMELINE 6 months • Research Campaigns • Profile 20% • Engage Development Web Content 1 year 10% 50% • Content • Community Market Research • Campaign 20% 2 years • Collect & Analyze
Hinweis der Redaktion
- For our final assignment, I decided to make an online strategy proposal for Audi. I am quite familiar with the brand, as my parents have been loyal to Audi for nearly 12 years. While conducting my research, I found that Audi has been very successful in many of its marketing strategies - especially within the past 5 years. Audi's has already somewhat differentiated themselves from the competition, established a niche following, and developed decent online web content. However, even impressive brands like Audi can find room for improvement to reach their organizational goals, and I believe the following online strategy will help this company find even greater success.\n
- SWOT\n- Strengths:\n- "Audi is a manufacturer of exquisite cars - attractive, sophisticated, and technically perfect."\n- Innovation in technology\n- Image - high prestige, performance, status\n- Partnerships - like Google Earth\n- Product placement in movies\n- Presence on YouTube, Google, Flickr, Twitter, and Facebook\n- Talked about by others - featured on other websites\n- Weaknesses:\n- Expensive\n- "Stuck up" image\n- Technology not very easy to use\n- Opportunities:\n- Buyer Personas - reach different groups\n- Expand social media strategy\n- Blogging\n \n- Threats:\n- Competition - BMW, Cadillac, Lexus, Mercedes\n- American marketplace - negative image of foreign automakers\n- Economy - less spending on luxury goods\n
- - Goals:\n- Go beyond awareness - develop more meaningful interaction & sense of community to build brand loyalty\n- Improve sales conversions - turn lookers into buyers\n
- - Transform buyers' view from, "Audi is a great brand, but I can't afford that" into "I see great value in owning an Audi and I'm going to make sure I get one...and it's going to be my next car...and the car after that..."\n
- - Buyer Personas - Learn from Harley-Davidson\n- Trendy Young Professionals\n- Stylish Women\n- Car Enthusiasts\n- Seasoned Sophistication\n- Niche marketing\n\n
- Importance of Social Media\n- Need more than just a presence in order to compete and be successful\n- ENGAGE\n- Audi as a lifestyle - incorporating Audi into daily life \nSocial Media Engagement\n- Expand YouTube Channel - more than just commercials\n- Consumers share their videos, photos, and stories \n- Include "How To" videos and instructions to make technology easier to use\n\n
- - Develop separate web content and community for each buyer persona\n- Utilize knowledge of experts in each area\n- Focus on the problems each group needs to solve\n- Audi as a lifetime - Be there for all the problems buyers face throughout their lives as they transition into different buyer persona groups\n
- - Viral campaign highlighting fascinating facts about Audi - on Twitter, Facebook, and YouTube\n- Create buzz about Audi's involvement in the US community, social responsibility, green technology, recognition/awards, etc.\n- Learn from Obama's presidential campaign\n- Inclusive language, articulate what you want people to believe, put fans first, stay positive, and don't interrupt buyers\n\n
- - Online tools - Google Analytics\n- Customer surveys\n- Sales conversions and revenue\n- Quantity and quality of commentary about Audi online\n
- Budget & $$ allocation\n- Budget: $1,000,000\n- Allocation:\n- 20% into market research\n- 50% into developing excellent web content for blogs\n- 10% into greater development of Twitter & Facebook content\n- 20% into online marketing campaign\nTimeline\n- Within first 6 months:\n- Research, listening, interviewing consumers\n- Develop detailed profiles of each buyer persona\n- Begin to further engage with buyers on Twitter, Facebook, and YouTube\n- Within 1 year:\n- Develop excellent blog content and community pages for each buyer persona\n- YouTube Marketing with video submission from consumers\n- Begin "Get Audi-Here" Campaign\n- Within 1 1/2 - 2 years:\n- Collect and analyze data\n