Assignment
we are launching a new three layered tire in Canada . we are looking the ways to optimize the product. Our target audience also prefers the ease of obtaining the product and the clarity of its working principle so that it is sure that it is the product they are looking for and that will fulfill the purpose of protection and safety. Therefore, we will design a website and application for the phone that is easy to find through the search engine or through the application store on the phone. Where the website and the application will be very fast and easy to access, and everyone can use them without complication, as the information and features of the product will be shown on the interface of the site and application. A category will also be customized to search for the right tire type for each car model easily.
In terms of the user's desire to use the application or the website: it is very important to use them, as when purchasing an account is created associated with the product that provides information and analytical readings of the product such as: tire pressure, the remaining life of each tire and when it should be changed. In addition to the fact that the appearance of the website and the application is fully and clearly illustrated, and the images used are high-resolution to show the product details that the customer needs to see. The website and the application are also protected to preserve customer information and protect their accounts and confidential information and all of that is shown to the customers in order to gain their trust.
1. Content Marketing:
2. Personas:
The personas of our target audience are as follows:
1. People who care very much about safety at all levels without diminishing the importance of anything and trying to get all the advantages, products and services that provide them with reassurance and comfort without worrying that one day they will be exposed to any kind of danger that tires may cause.
2. People who are not good at dealing with problems such as tire punctures and always need help changing tires in the event of any emergency. Females usually suffer from these problems more than males. Because it is considered a process that requires physical strength.
3. The fact that our product is considered a modern technology, we may find that people interested in obtaining the latest technologies to keep pace with technology are our customers, even if they are not the type who suffer from difficulty in changing tires when any problems occur with them.
3. Brand Idea: We are more than just a company that makes safe tires. Rather, a company that has taken upon itself the safety of people and preserving their lives as much as possible by reducing traffic accidents caused by tire explosions or tire punctures.
4. Content Pillars:
• Content Pillar 1: People who are very concerned about their safety: We will create content that explains the safety of the product to customers through photos and videos that explain and explain the effectiveness and quality of tires
• Content Pillar 2: Content for people who have difficulty replacing punctured tires and how the product relieves them from dealing with these problems. Girls will be targeted more through video ads
• Content Pillar 3: Content that aims to reach people who are interested in the latest technology and technology in their lives, so we will publish content for them that explains to them how the latest technologies have been used and employed to serve the purpose they are looking for and the comfort that the product offers.
5. Content formats/tactics: Video Ads , Social Media Posts & Blogs.
Online Advertising:
Targeting options that we will use in our Ads:
• Geo-targeting: It is very important to ensure the success of any product is to make sure that we offer it to people who really need it and suffer a lot from the problem of tires and the frequent change and problems of tire punctures. As we mentioned earlier, we will start targeting the cities that suffer from damaged streets, because the poor condition of the streets is reflected in the tires of those cities. Thus, more users suffer from tire problems and want an alternative that solves these problems.
• Contextual Targeting: Of course, our target audience will research and read to find a solution to this problem that our product will solve and will have an interest in obtaining such a product, so it is necessary to do such targeting through articles on the Internet and target these interests.
• Behavioral Targeting: Of course, in the beginning, before there is much awareness of the name and existence of our product, we will target the behavior of potential customers on the Internet and focus on interests like the nature of the product we offer so that we can communicate and introduce people to the product and then sell this product to these people.
1. Online ad formats:
2. Banners: We will use banner ads to get customers' attention about our product and to make sure that the message gets through to them
3. Popups: As we mentioned earlier, we initially seek to attract the attention of customers as much as possible to focus on our product, so pop-up ads serve the purpose of attracting attention
4. Video Ads: It is very important to use video ads to explain the effectiveness of our tires and how they work. It is also more acceptable in terms of attracting attention and delivering the desired brand message.
Search Advertising: We will work on paid and unpaid search strategies that include PPC ads & Search engine optimization. This will done by conducting marketing campaigns on the Google search engine and selecting the best Keywords that suit the nature and interests of our target audience. The most searched keywords and trends to ensure that our ads appear at the top of the search results. Also, we will work on SEO to optimize our website pages with the best and suitable keywords that will put and rank our website among the top search results.
I. Keywords :
|
Keyword
|
Bid
|
Avg monthly search
|
Competition
|
|
Safety tires
|
1.5$
|
1k-10k
|
High
|
|
Tires
|
0.8$
|
1K - 10K
|
Medium
|
|
Puncture tire
|
|
|
|
|
michelin crossclimate
|
0.5$
|
100-1K
|
High
|
|
pirelli scorpion
|
0.2$
|
1k - 10k
|
High
|
|
pirelli p zero
|
0.3$
|
1k - 10k
|
High
|
II. Search Ads Targeting Approaches:
• Keywords Targeting
• Demographics
• Location
• Placement
1. Ad Formats:
2. Search Ads
3. Display Ads
4. Shopping Ads
5. Ads extensions such as: Location/ site links /Call extensions.
III. Social Media Advertising:
Social media channels such as Facebook, Instagram, TikTok and Twitter will be used to disseminate content, introduce our product and build our brand. Advertising campaigns will also be conducted on Facebook and Instagram through post-ads, photos and videos to reach the largest number of people and raise awareness about the product and its importance in our lives and its role in solving the tire problem forever. Moreover, it will help us to generate leads and increase sales and conversions through our website and sales channels.
1. Social media channels will also be employed to maintain direct contact with customers, serve them through customer service and answer their questions quickly.
2. Since our goal is to spread awareness and increase sales of our product as much as possible and build our brand, we will also target content creators on social media such as influencers and bloggers for their ability to accelerate the process of building trust between us and our target customers. By making discount codes for these influencers and dealing with them on the principle of commission from sales that their discount codes are used when customers make a purchase.
3. Answer the following in details using above analysis in details.
I. What is the numerical objective(s) of your plan?
II. Which metrics will you need to track to check whether the plan is successful?
III. How do you intend to collect the data?
IV. How do you propose to analyze this data?
V. What will you do to optimize the plan if certain parts of it are less successful than others, according to your analysis?