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“
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.
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
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 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）
T Bird Vehicle 