Author: gavinliu970407

The Pitch

T-Bird

Brand Name & Overview

T-Bird

The name of the brand will be T-Brid which is an acronym that stands for Technology-Hybrid. The word is coined to show a combination of the latest automobile technology and hybrid capabilities.

T-Bird’s Slogan

“Embracing Safety and Technology for a Better Tomorrow“

T-Brid is suited to meet the demand of vehicle enthusiasts who are interested in a product that gives them value for their money while assuring them 100% safety. The company intends to create a unique product in the automobile industry, and one that will compel consumers to give it a try even if they are used to other competitors’ brands. The entity is also committed towards ensuring that there is a an amazing customer experience. By maintaining the values of integrity and passion, we believe that we will solve the needs and wants of our esteemed clients.

We have offices all over the world, headquartered in Los Angeles.

Campaign Big Idea

More and more exhaust gas emissions have affected our daily life, we may not be able to change the habits of others, but for our children, for our parents, for ourselves, we can choose new energy means of transport, we can start from ourselves, reduce the exhaust gas emissions. Abandon gasoline car, start with ourselves. Each of us can be a hero in the battle to protect the environment.

For Example:

Buy a T-Bird Vehicle to reduce exhaust pollution!

Goals & KPIs

Primary Goals:

Let our enterprise with the lowest cost and the fastest speed to the market, to meet customer needs. Let the customer know what is the new energy vehicle, what are the advantages of new energy vehicles. Understand the differences between the new energy vehicle and the traditional gasoline vehicle.

KPIs

The plan is to have more than 2 million streams in one quarter (youtube/Snapchat/twitter/google)

2. Will have 200,000 brand online members in one quarter （Having a membership represents someone who wants to know and buy）

3. Attract and own 5 investors over the next year

Social Media

Social media has become very common nowadays, from children to the elderly, as long as they can use mobile phones, they will use social media software. Our sales group is mainly targeted at young people who are already working, parents who have families and children, and people who like new things.

Paid Ads Strategy

We plan to spend $1,000,000 on digital marketing because our company has an annual revenue of $5,000,000.

Social Media Platform

Snapchat: which is used by 41 percent of Americans aged 18 to 34 every day, has more than 200 million daily active users.We’re spending $130,000 on Snapchat’s annual AD campaign.

Facebook: Facebook is a CPM, it’s an AD auction, and we’re putting in $130,000 a year.

Twitter: we’re going to spend $130,000 on our annual advertising budget, targeting the same people and the same address.

YouTube: youtube ads through the Google ads, we will spent $200000 on youtube ads, and set in the Google ads to our annual budget.

Google & Safari: According to the chart，Google has 70 percent of the world’s advertising, and people who use Safari are part of our target audience (because they like new things) and will advertise on both Google and Safari. The annual advertising budget of $200,000 will be used in Google, and $100,000 will be used in Safari to set keywords for new energy vehicles. The target population is 18-35+, and the region is global.

Inbound Strategy

We will provide a series of parameters of the company’s products, such as the cost consumed per kilometer, give the customer an intuitive cost display, and provide the customer with video content, for example, we will make a video, the content of which is the daily use of the car by the owner of T Bird. How does T Bird adapt to daily work? What changes have artificial intelligence and new energy technology brought to people.

We will focus our content on the running cost of vehicles, the benefits of new energy (such as no pollution) more suitable for the home (ample space) to make customers like our products more, and improve customer brand loyalty.

Samples

“BLUE SKY” （Song）

In the song will write about how the sun was so bright, how clear the sky was, how clear the rivers were, but the car exhaust and waste gas polluted our beautiful environment and also eroded our bodies.

“The Revolution”（Video）

We are going to make a video that tells the history of the automobile in the early stage, and then we are going to instill in people the idea of replacing the old with the new. It is time for T Bird’s new energy car to replace the old gasoline car.

“The Life”

We will make a video, the content of which is the daily use of the car by the owner of T Bird. How does T Bird adapt to daily work? What changes have artificial intelligence and new energy technology brought to people.

5,000,000$

Our Annual Income

1,000,000$

Advertising Spending

100%

Total Success!

Campaign Budget Breakdown

Summary

As a new company, T-Bird will devote 20 percent of our annual profits to digital media transmission, continue to attract our customers in the form of Inbound Marketing, and continuously improve the competitiveness of our products to make more contributions to society.

Reference:

Source: (https://www.cnet.com/news/youtube-crosses-2-billion-viewers-a-month/）

source: https://liulanmi.com/news/13047.html）

Back To Home

Inbound Marketing (Part2)

Inbound Strategy(Part2)

3 follow up emails

First: Hi, [Name]

Glad to hear from you!Thank you very much for your thoughts on T-bird. I appreciate these questions. There are two possible answers to your question. I want to make sure that I can provide you with accurate information. Do you mind if we only spend 10 minutes on the phone? If it is not convenient to contact me by phone, you can also reply to me according to this email. I will answer your questions for the first time and look forward to your reply

Sincerely,

[Name]

Second: Hi, [Name]

I am sorry. I called today because I am wondering if you have further more questions about our T-Bird vehicles. I can answer your questions about the car itself. If it’s because of the price of the car and I think we have room to go further.
Or we can speak at your convenience sometimes on a particular day. Of course, until then, you can contact me at any time at 517xxxxxxx.

Sincerely,

[Name]

Third: Hi, [Name]

Thank you for taking the time to share information about you and your problems and requirements. If you would like to know how our products respond to a request like yours, I would be happy to arrange a call. We can also talk about your problems and see if I can help. If you want to say more, you can contact my mobile phone number 517xxxxxxx or directly reply to this email, looking forward to your reply.

Sincerely,

[Name]

Inbound marketing is defined as a marketing strategy that encourages potential customers to take the first step. Companies can offer compelling must-haves without being cynical or cynical. Typically, inbound marketing involves blogs, white papers, email, social media, and SEO. Inbound marketing represents zero.

For example, the website provides free consultation, but needs the user’s IP or contact information, such as mobile phone number and email, so that we can use the form of mail or phone to promote products for customers.

Download

Call To Action

Content Offer: We will provide preferential policies, such as the replacement of spare parts; old customers recommended that new customers will both get a rebate. The content(or PDF) will offer specific content about the discount and what’s aspects willl offer

Call – To – Action: Now choose T-bird new energy car, you can not only get many discounts but also can protect the environment, because of your choice, you will provide yourself and your family and children a no longer polluted living space.

Back To Home

Inbound Strategy (Part1)

Inbound Strategy(Part1)

Audience Target

Our target audience is young people who are interested in the new energy industry, new energy vehicles, middle-aged people, young people and middle-aged people who have cost performance and reliability requirements for transport tools, and people who are resistant to traditional gasoline vehicles.

Our company plans to invest 40% in the social platform, 20% in video media, and 30% in the search engine, with the remaining 10% split equally between Email list and website. We will choose Facebook, YouTube, and Google ads as our Platform. We will show them songs, videos and blogs to get their attention and clicks

Key Words

T-Bird

New Energy

Long tail Keywords: New Energy Vehicle

Shor tail Keywords:Car, Vehicle, New Energy

Type of Content

**Mia Charlotte is a strong woman who needs care about three children and needs a cost-efficiency car**

**Reagan Mathews is a man who need security and cost-efficiency car**

3 Blog Topic ideas

“Blue Sky” Headline, New energy sources will reduce pollution, protect the environment and protect our future generations Summary，how the sun was so bright, how clear the sky was, how clear the rivers were, but the car exhaust and waste gas polluted our beautiful environment and also eroded our bodies. And the new energy is more electricity, electricity does not produce similar to the exhaust gas from fossil fuels, so more can protect our environment, and our future generations. For example, starting a car in a garage does not produce exhaust fumes or do harm to our health. This article is more appealing to people who have children and love the environment.
“The Revolution” Headline, Times are changing, and so is energy. Summary, We are going to make a blog that tells the history of the automobile in the early stage, and then we are going to instill in people the idea of replacing the old with the new. It is time for T Bird’s new energy car to replace the old gasoline car. The article will describe how new energy vehicles will replace gasoline vehicles, explain that new energy vehicles technology has been mature, and has been put into daily use, which will attract potential customers, and improve the purchasing power of customers and the curiosity of new energy vehicles.
“The Life” Headline, New energy vehicles with your daily life Summary, we will make a blog, the content of which is the daily use of the car by the owner of T Bird. How does T Bird adapt to daily work? What changes have artificial intelligence and new energy technology brought to people. The article will mention how T-bird is integrated into People’s Daily life and will describe in detail the benefits brought by the introduction of new energy vehicles into people’s lives, such as the low cost of running costs, to attract families with children, environmentalists, people with requirements on living costs

Content Offer

Promote

Social Media

Snapchat: which is used by 41 percent of Americans aged 18 to 34 every day, has more than 200 million daily active users.We’re spending $130,000 on Snapchat’s annual AD campaign.
Facebook: Facebook is a CPM, it’s an AD auction, and we’re putting in $130,000 a year.
Twitter: we’re going to spend $130,000 on our annual advertising budget, targeting the same people and the same address.
YouTube: According to online data, youtube viewers spend more than 250 million hours a day watching videos on youtube, which means that every American spends more than half an hour a day watching youtube videos. Will be in the form of video advertising, found in youtube ads (new energy vehicles set keywords)/Bumper ads (before 6 seconds ads, video playback, cannot skip, one thousand times the charge)/advertisements CPM (video before, during the play, can be skipped after 5 seconds, more than 30 seconds to collect fees, cost of a $0.05) in the form of on-site, youtube ads through the Google ads, we will spent $200000 on youtube ads, and set in the Google ads to our annual budget.

Organic Search Engine Traffic

Google & Safari: According to the chart，Google has 70 percent of the world’s advertising, and people who use Safari are part of our target audience (because they like new things) and will advertise on both Google and Safari
The annual advertising budget of $200,000 will be used in Google, and $100,000 will be used in Safari to set keywords for new energy vehicles. The target population is 18-35+, and the region is global.

Reference:

Source: (https://www.cnet.com/news/youtube-crosses-2-billion-viewers-a-month/）

source: https://liulanmi.com/news/13047.html）

Back To Home

Uncategorized

Analysis & What I learned

Post author By gavinliu970407
Post date January 31, 2020
No Comments on Analysis & What I learned

1. Coca-Cola Contour Digital Campaign – Case Study

Analysis:

First of all, the campaign was launched to celebrate the 100th birthday of Coca-Cola. The theme was to bring people happiness. The color of the video was chosen in the traditional and nostalgic colors of Coca-Cola, red and white, which reminded people of Coca-Cola unconsciously. Secondly, the video is divided into two steps with one theme. The theme is to identify the main core problem. The first step to save people’s unhappiness is to analyze social media. The second step is to receive an application on social media and respond to the selected application in different forms, and even make a song to respond to a user. The result is also obvious, which strongly increases the interaction, media communication reaches nearly 700k traffic, and significantly increases the number of followers on Facebook and Twitter.

A. What I learned:

The first step is to identify a theme and go deeper into the theme, highlighting the characteristics of your company, such as the background color. Topics are things that people are interested in, like things that make people happy, or things that make them less stressed. Must do data analysis, such ability can cut into key to achieving a goal, want to undertake interactive with the feedback that receives! This will mobilize more feedback and make people feel comfortable and achieve the ultimate goal.

B. How what you learned will shape your brands digital strategy:

No matter how to make videos or other forms of publicity, it is necessary to grasp the sensitive points of the audience, such as happiness, pressure reduction or points that can make them resonate. The other one is to conduct an investigation and interact with each other, to achieve the desired effect of the campaign.

Link: https://www.youtube.com/watch?v=4dJ16WcfclY&feature=emb_title

2. Google Marketing Platform: adidas Case Study

Analysis:

The video introduced the connection between Adidas and people’s lives with a brief screen and asked questions. It was difficult to convey information to users in the right form for the first time, so data analysis was used to demonstrate the convenient and powerful analytical ability of the Google marketing platform. Find products that users are interested in and want to buy, both offline and online.

A. What I learned:

First of all, make clear who or what the product positioning is related to, and use data to find what people like and pay attention to, to not only meet the needs of users but also improve themselves and make themselves more popular.

B. How what you learned will shape your brands digital strategy:

Through data search, what aspects people pay more attention to new energy vehicles, such as battery life, safety, etc., collect feedback from customers to adjust their products, to ensure the quality of products while meeting the needs of customers as far as possible.

Link: https://www.youtube.com/watch?v=lCz0cGIWmlU&feature=emb_title

3. SMALL BUT MIGHTY: a fully integrated digital campaign.

Analysis:

Video is KIA introduce their new products, the two seemingly unrelated things together, hold people interested in something, KIA comparing with the cat and their products, reflected although small but powerful that captures the own theme, and use of CGI technology, such as in the cat’s field of vision to introduce their products, let a person shine at the moment. It also interacted with Coco-Cola. For example, the user’s voice was converted into a cat’s voice, which made people more interested to know about the product.

A. What I learned:

Will your product unexpectedly comes in other forms in front of an audience, he won the attention, as long as winning the attention, the campaign was a big success, KIA uses a combination of cats and car let people interested in it, and the form of interactive make people more willing to know your product, and feel this is not a cold digital advertising.

B. How what you learned will shape your brands digital strategy:

Find something can describe T – Bird, such as animals, or irrelevant things and automobile industry, explain the connecting two things for people, to catch the people’s interests, KIA did not show their survey data (may have, for example, many people like cats) but the heart really will attract people to know more, focus on the more quantity, sales will increase.

Link: https://www.youtube.com/watch?time_continue=1&v=bQKb0I_p7C4&feature=emb_title

4. 5 Social Media Campaign Examples From Big Brands You Want to be in 2018

Analysis:

People want to be successful in social media and how to get there.

#myinstagramlog# Instagram’s Campaign.Collect user-designed logos and interact with clients
#KnowYourLemon# Telling a serious topic (cancer) in a humorous but not serious way makes people more willing to participate in the discussion and tell their own stories in a relaxed way, and this kind of discussion makes people pay more attention to the issue of cancer.
#Basket# FM’s Campaign. in a serious social media in a serious way to post not serious content, the campaign told about wanting to become a professional clown’s introduction, the content let people believe that it is true, after knowing that it is fake news, while people happy but also deepen the impression of the campaign
The Campaign of Airbnb #WeAreHere# Airbnb found six people from different professions to share their own experiences, which made people feel grounded and close to them, thus narrowing the distance between them and the audience. It’s more intimate.
#Avoracle# Facebook’s Campaign. Create a conversation and get people involved.

A. What I learned:

Firstly, data analysis of users should be carried out. Secondly, a humorous way should be added to discuss a topic. The topic should interact with people and be closely related to people’s lives, to shorten the distance between the brand and the audience.

B. How what you learned will shape your brands digital strategy:

Choose a topic, such as people to one of the most concern of the new energy vehicles, battery life, find the user and ask them to share their and T – Bird’s story, let people feel involved, such as private own seat logo, will simply obscure knowledge to tell people, not only can let the audience know more about cars will also increase participation.

Link: https://www.youtube.com/watch?time_continue=28&v=IQfZPsCVbTU&feature=emb_title

Reference:
1. Link: https://www.youtube.com/watch?v=4dJ16WcfclY&feature=emb_title
2. Link: https://www.youtube.com/watch?v=lCz0cGIWmlU&feature=emb_title
3. Link: https://www.youtube.com/watch?time_continue=1&v=bQKb0I_p7C4&feature=emb_title
4. Link: https://www.youtube.com/watch?time_continue=28&v=IQfZPsCVbTU&feature=emb_title

Inbound Marketing

Social Media

Background

We have given the basic strategic layout in our media strategy. As a new energy brand just entering the market, we will focus on social media on Facebook, YouTube, and Instagram to promote T-Bird.

OBJECTIVES

Primary Objective:

Make our enterprises at the lowest cost and the fastest speed to social media market, meet the curiosity of customers, for customers to understand what is the new energy vehicles, as a new energy vehicles.

what are the advantages of T-Bird, to understand the difference between the new energy vehicles and conventional gasoline cars, to stabilize the fast speed of radiation to the social media users.

Second Objective:

Increase the followers of T-Bird social media, expand the audience of social media, and improve brand awareness.

KPI

Primary Objectives KPI:

Plan in one-quarter internal Facebook/YouTube/sets three major social media, has more than 2 million flow

Secondary Objectives KPI:

We will have a total of over 200,000 brand followers in one quarter.

Platforms

1. Facebook

2. YouTube

3. Instagram

Facebook

Facebook ads are very effective
- According to a study by eMarketer, 96% of social media marketers think Facebook is the most effective social media advertising platform. Over the past few years, social media advertising has grown into a top-rated marketing channel. Because it is one of the most effective paid advertising channels, it helps to get new prospects and turn them into paying customers. Facebook ads work for both B2C and B2B companies, and there are many successful examples of marketing results that increase more than fivefold after advertising on Facebook.
Facebook AD Settings are simple and quick
- You can advertise very quickly, and for $10, you can see the preliminary results. You can even set a price from $0.10 to $0.30 per click to bring users to your target page (AS CPM)
Facebook ads reach the ideal audience
- Users of the Facebook platform spend 50 minutes a day on Facebook, Instagram, and Messenger. That’s more than any other social media network. Through Facebook ads, you will have access to every user. Facebook’s target audience can also be customized to target users based on their interests, demographics, location, actions on the site, and engagement in the app.

YouTube

It’s a growing platform.
This product can directly connect with the interested audience point-to-point
Build awareness and credibility
- Creating a YouTube merchant page is an easy way to build trust in your service or product. You don’t just use YouTube merchant channels to showcase your products and promote your brand directly. You can also use it to form real connections with potential customers.YouTube allows you to show off your on-the-spot mastery. You can teach skills relevant to your niche, give them advice, and present them in a business context. With that content, people will know what’s behind your brand.
We can attract customers with our professional knowledge
Video marketing can bring all-around feelings to customers. The face-to-face video will make people more interested in the brand.

（source: https://www.52by.com/article/14344）

Instagram

The first social media station to use Hashtags
Could interact with customers and highlight their brand theme
For Brick and mortar
- Brick and mortar Businesses(like T-Bird) can use Instagram to notify customers of upcoming in-person events and sales, share images of their location, or show customers enjoying their products and services.
Online
- businesses and retailers can use Instagram to notify customers of online activities, such as end-of-season promotions. Companies can also use Instagram to help customers understand how products fit into their lives. For example, a handbag company might show photos and clothing of women using one handbag in different places, or a monthly company could share pictures of customers enjoying different products received that month.

Platform Strategies

Facebook

Will publish popular science, more scientific content, such as posts, articles. The content will explain the advantages of new energy vehicles over traditional gasoline vehicles, explain why t-bird is the leader of new energy vehicles, interact with interested customers in the comments section, and explain the problems for customers.

The updates on Facebook will be once a day, and the main content will be information related to new energy, such as news, etc.

Through professional knowledge and professional attitude, the contents of Facebook are defined as engaging and real-time messages in daily updates, attracting audiences through hot and current events (new energy) news.

Through Facebook’s unique user screening function, users who are interested in new energy vehicles are screened out.

Brand keynote for science, fashion, novelty, and new energy related.

Set a budget and hire a team to run Facebook

YouTube

Content with science fiction and a sense of technology, such as videos, will be released on YouTube to show the construction factory of t-bird to customers. The research process of T-Bird scientific research team will explain to customers how to customize the content they can customize, to attract customer interaction.

Because of video production, it will be published once a week on Youtube. Meanwhile, it will also make videos to comment on the latest news of new energy and explain the development trend and future form of new energy vehicles.

Through Youtube, users screening content to screen out new energy vehicles, novelty interested users.
Brand keynote is science, novelty, and new energy-related.
Set up a budget and hire a team to run YouTube

Micro-content

Facebook

Facebook: we will employ “Facebook Design” company as the Facebook operation team of t-bird. The main content is to collect, edit and publish the content related to new energy vehicles (such as the popular science of new energy vehicles, and the recent and real-time news of new energy vehicles).

(Imagine source:https://facebook.design/)

YouTube

We will employ EVENBOUND company as the operation team of the YouTube platform, mainly responsible for replying to followers’ messages, sending t-bird videos regularly, and managing YouTube account.

（Image source: https://evenbound.com/)

We’re going to hire Michigan Creative to make a video for our pillar content called “The revolution.”

The video content will tell about the history of the early cars, and then we’re going to instill in people the idea of trading in the new for the old. Now is the time for T Bird’s new energy vehicles to replace the old gasoline vehicles

(Image source: https://www.michigancreative.com/)

Instgram

Ins-Stories

“THE LIFE”

We’re going to do a series of videos on the T-Bird owner’s daily car. How do birds adapt to daily work?What changes have artificial intelligence and new energy technology brought to people.

(Image source: https://www.pcmag.com/how-to/instagram-stories-101-how-to-watch-and-create-your-own)

REFERENCES:

source: https://www.52by.com/article/14344

source: https://facebook.design/

source: https://evenbound.com/

source: https://www.michigancreative.com/

source: https://www.pcmag.com/how-to/instagram-stories-101-how-to-watch-and-create-your-own

Paid Media

As a start-up and operational company, we have a limited advertising budget of $1 million a year

Channels

Google Ads

Text Ads: the billing method is to calculate the final price based on your bid and the quality score of your account. If your account quality score is higher than your opponent’s, you can get the best ranking at a lower price than his bid.

Picture advertising: it refers to a kind of delivery mode that appears in the display network of Google promotion alliance, mainly based on the charging method of CPM per thousand times or CPC per click.

Other ads: Adwords include video ads, Gmail ads, remarketing ads, affiliate ads, and other rich media ads.

Facebook Business

FB has the function of improving brand awareness and traffic/improving customer engagement/increasing sales revenue/maintaining old customers, cultivating new customers/providing online after-sales service

YouTube

Touch ads
Touch ads, the most common type of AD on YouTube, vary in content and can be skipped after five seconds if the AD is between 12 seconds and six minutes long, while promoters pay for the AD only after the user has watched it, clicked on the link or watched it for at least 30 seconds.

Front advertising
A particularly short AD, 15 to 20 seconds in length and not to be skipped, is also called a first AD.

Ultra short AD
The last type of AD, the super quick AD, which is only six seconds long, appears before the real video begins.

Specific Targeting

Regardless of gender, the target group is mainly aged between 18 and 40 + who are capable and interested in new energy vehicles. The geographical location is distributed throughout the United States because our company is a start-up company with its headquarters in the United States, so the target group is located throughout the United States.

KeyWords

1. T- Bird

2. New Energy

3. Long tail Keywords: New Energy Vehicle

4. Short tail Keywords: Car, Vehicle, New Energy

AD Concepts

T-bird, with advanced technology to create clean energy for you, contribute to a blue sky.

Write a new energy field with innovation and cast a new energy future with science and technology. Because we have the responsibility and the confidence to contribute and give back to nature.

Resources are exhausted, innovation is inexhaustible; Science and technology create new energy, T-Bird carries the light of science and technology.

Paid Media Budget

Google Ads

On the search web, the average Google Ads cost between $1 and $2 per click. The average cost per click on a display AD network is less than $1.

The most expensive keywords in Google Ad cost $50 or more per click.
Small businesses using Google Ads spend an average of $9,000 to $10,000 a month on their Google paid search AD series.$100,000 to $120,000 per year.

We have an annual budget of $300,000 and a monthly budget of $25,000, which translates into a daily budget of $833, mainly spent on PPC advertising.

Source:( https://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-cost)

Facebook

Daily budget: the average amount of money you are willing to spend on an AD set or AD series each day.
Lifetime budget: the amount you are ready to pay over the lifetime of the AD set or AD series

A monthly budget of $25,000 translates into a daily budget of $833, mainly spent on PPC advertising.

Set the business target as new energy vehicles, described as new energy vehicles, set the daily budget as $833.The advertisement is in the form of pictures and text, and the content conforms to the company profile

YouTube

The main choice is to insert advertisements

CPV (per viewing fee): If a user watches your full AD or video for more than 30 seconds, or interacts with the AD video, you will be charged based on the calculated CPV.

CPM (per thousand presentations): According to the display fee, no matter whether the user has seen your AD or not, it only needs to appear on the user’s screen to be a display. For every thousand demonstrations, the system charges based on the calculated CPM.

Set annual budget of $300,000 and a monthly budget of $25,000, which translates into a daily budget of $833, mainly spent on PPC advertising.

Goals

First: Let our enterprise with the lowest cost and the fastest speed to the market, to meet customer needs. Let the customer know what is the new energy vehicle, what are the advantages of new energy vehicles. Understand the differences between the new energy vehicle and the traditional gasoline vehicle.

Second: Increase brand members, expand the audience and improve brand awareness.

Third: To attract investors & high-tech talent for the company, and bring them to T Bird.

Reference

Source:( https://www.wordstream.com/blog/ws/2015/05/21/how-much-does-adwords-cost)

Source:(https://www.globalsir.com/products-and-services/Google-Adwords/)

Source:(https://zhuanlan.zhihu.com/p/46857966)

Strategy

Digital Strategy

BACKGROUND

As a new energy brand just entering the market, our digital marketing will focus on the exposure of mobile applications in various fields, such as search engine (Google), social platform (Snapchat, Facebook), video media (youtube), comprehensive information website, e-commerce platform, automotive forum. To better meet the digital marketing, decided to develop the company as a SAAS own company（Software-as-a-Service）

Objectives

Primary Objective: Let our enterprise with the lowest cost and the fastest speed to the market, to meet customer needs. Let the customer know what is the new energy vehicle, what are the advantages of new energy vehicles. Understand the differences between the new energy vehicle and the traditional gasoline vehicle.
Secondary Objective: Increase brand members, expand the audience and improve brand awareness.
Third Objective: To attract investors & high-tech talent for the company, and bring them to T Bird.

Key Performance Indicators

The plan is to have more than 2 million streams in one quarter (youtube/Snapchat/twitter/google)
Will have 200,000 brand online members in one quarter （Having a membership represents someone who wants to know and buy）
Attract and own 5 investors over the next year

BIG IDEA

“It’s not that hard to be a hero“

Targeting and platforms

brief summary of both personas

They need reliable and safe vehicles.
Need to think about the cost of living
Spending a lot of time on the road every day.

Persona 1 Reagan: He needs a safe and reliable vehicle, because he will travel at night every day, and because of his income, he has to consider the cost of living (such as car expenses, gasoline).

Persona 2 Mia: She needs a safe and reliable vehicle because she is a marketer, so she is often on the road, her income is very low, she needs to consider the cost of living, she needs an affordable car.

Social Media

Paid advertising

Most benign, fast-growing businesses spend more than 20% a year on digital marketing, which means that for every $10 million they earn, they spend $2 million on digital marketing (sales, marketing expenses). We plan to spend $100,00,00 on digital marketing because our company has an annual revenue of $5,000,000.

Our company plans to invest 40% in the social platform, 20% in video media, and 30% in the search engine, with the remaining 10% split equally between Email list and website

Target

Our primary age target is 18 to 35+ in the United States.

Social Media ADS

Snapchat: which is used by 41 percent of Americans aged 18 to 34 every day, has more than 200 million daily active users.We’re spending $130,000 on Snapchat’s annual AD campaign.
Facebook: Facebook is a CPM, it’s an AD auction, and we’re putting in $130,000 a year.
Twitter: we’re going to spend $130,000 on our annual advertising budget, targeting the same people and the same address.

According to online data, youtube viewers spend more than 250 million hours a day watching videos on youtube, which means that every American spends more than half an hour a day watching youtube videos. Will be in the form of video advertising, found in youtube ads (new energy vehicles set keywords)/Bumper ads (before 6 seconds ads, video playback, cannot skip, one thousand times the charge)/advertisements CPM (video before, during the play, can be skipped after 5 seconds, more than 30 seconds to collect fees, cost of a $0.05) in the form of on-site, youtube ads through the Google ads, we will spent $200000 on youtube ads, and set in the Google ads to our annual budget.

The YouTube logo on display in the lobby of YouTube’s headquarters in San Bruno, Calif.（Seth Rosenblatt/CNET https://www.cnet.com/news/youtube-crosses-2-billion-viewers-a-month/）

Organic Search Engine Traffic

According to the chart，Google has 70 percent of the world’s advertising, and people who use Safari are part of our target audience (because they like new things) and will advertise on both Google and Safari
The annual advertising budget of $200,000 will be used in Google, and $100,000 will be used in Safari to set keywords for new energy vehicles. The target population is 18-35+, and the region is global.

source: https://liulanmi.com/news/13047.html）

Email List & Website

Email List：We will invest 5 percent of our annual profit ($25,000) on Email to contact users who have signed up for the site, or who choose to receive our Email updates.
Website：We will invest 5 percent of our annual profit ($25,000) in website updates and maintenance.

Pillar Content

Content headline/title	Description	The media type
“Blue sky”	In the song will write about how the sun was so bright, how clear the sky was, how clear the rivers were, but the car exhaust and waste gas polluted our beautiful environment and also eroded our bodies.	Song
“The revolution”	We are going to make a video that tells the history of the automobile in the early stage, and then we are going to instill in people the idea of replacing the old with the new. It is time for T Bird’s new energy car to replace the old gasoline car	Video
“The Life”	We will make a video, the content of which is the daily use of the car by the owner of T Bird. How does T Bird adapt to daily work? What changes have artificial intelligence and new energy technology brought to people	Video

Reference

The YouTube logo on display in the lobby of YouTube’s headquarters in San Bruno, Calif.（Seth Rosenblatt/CNET https://www.cnet.com/news/youtube-crosses-2-billion-viewers-a-month/）

source: https://liulanmi.com/news/13047.html）

Brand

T-Bird Company

Name of the Brand

The name of the brand will be T-Brid which is an acronym that stands for Technology-Hybrid. The word is coined to show a combination of the latest automobile technology and hybrid capabilities.

Industry and the Problem Solved

Even though there are vehicles in the industry that use artificial intelligence technology, the main challenge is that they are not easily accessible by many consumers because of their cost. Additionally, the automobile industry is dominated by cars that emit a lot of carbon into the environment which poses a challenge to sustainability. Hence, the T-Bird alternative fuel vehicle vehicles have been manufactured in such a way that they use both artificial intelligence and hybrid technologies, and they are different from the brands that currently exist in the market because of their low cost.

“why”

T-Brid is suited to meet the demand of vehicle enthusiasts who are interested in a product that gives them value for their money while assuring them 100% safety. The company intends to create a unique product in the automobile industry, and one that will compel consumers to give it a try even if they are used to other competitors’ brands. To attain its mission, the firm believes in creating a conducive environment for its employees and ensure that feedback from consumers is valued. The entity is also committed towards ensuring that there is a an amazing customer experience. By maintaining the values of integrity and passion, we believe that we will solve the needs and wants of our esteemed clients.

T Bird’s Slogan

“Embracing Safety and Technology for a Better Tomorrow“

T Bird’s Logo

The frame indicates the employees and management ability to try out different technological capabilities to ensure that consumers get value for the money that they spend on the company’s products. The round shape below the frame has a thick outer layer that symbolizes the safety of our products.