Digital strategy
40
BRAND CAMPAIGN Sonny Sun
-
Upload
sonny-sun -
Category
Technology
-
view
228 -
download
1
description
Transcript of Digital strategy
B R A N D C A M PA I G N
S o n n y S u n
Academy of Art University School work
Digital strategy
WHAT IS SVPPLY?
ONLINE VERSION OF WINDOW SHOPPING
@
WHAT IS SVPPLY?
ONLINE VERSION OF WINDOW SHOPPING
WHO USES SVPPLY ?
WHO USE SVPPLY?
PEOPLE FROM 18-34
44%MALE 56% FEMALE.
WHO USE SVPPLY?
NOT ONLY BECAUSE THEY ARE THE BIGGEST SVPPLY USER GROUP.
8%
50% 21%
14%
5%
2%
WHO USE
SVPPLY
Index : 171
www.quantcast.com/svpply.com#!demo
WHO USE SVPPLY?
BUT ALSO THEY ARE THE BIGGEST ONLINE SHOPPING GROUPS.
19-24 25-34 35-44 45-54 55-64 65+ 3.80
3.90
4.00
4.10
4.20
4.30
4.40
4.50
4.60
ONLINE SHOPPING BY AGE GROUP April 2012
www.marketingcharts.com/direct/consumers-more-satisfied-with-products-bought-online-than-in-store-21666/bazaarvoice-product-sentiment-by-age-group-april2012jpg/
WHO USE SVPPLY?
PEOPLE FROM 18-34
44%MALE 56% FEMALE.
• LESS AFFLUENT INCOME ($0-50K )
• MOST OF THEM HAVE NOT KIDS
• COLLEGE GRADUATES.
www.quantcast.com/svpply.com#!demo
WHAT DO THEY THINK OF SVPPLY ?
WHAT DO PEOPLE THINK OF SVPPLY?
GREAT FIRST IMPRESSION
WHAT DO PEOPLE THINK OF SVPPLY?
GREAT FIRST IMPRESSION
A WHILE
WHAT DO THEY THINK OF SVPPLY?
GREAT FIRST IMPRESSION
AWHILE
WHY ?
WHAT DO THEY THINK OF SVPPLY?
FUNCTIONALLY: PEOPLE THINK SVPPLY IS HARD TO USE.
WHAT DO THEY THINK OF SVPPLY?
FUNCTIONALLY: PEOPLE THINK SVPPLY IS HARD TO USE.
EMOTIONALLY : LACK OF PERSONALITY. IT’S BORING TO USE IT MORE THAN AN HOUR.
WHY DOES OUR TARGET CARE ?
WHY DOES OUR TARGET CARE?
2 IN 3 YOUNG AMERICAN ADULTS (18-35) WOULD RATHER HAVE A GREAT FRIEND THAN A GREAT CAREER.
67%
33%
GREAT FRIEND
GREAT CAREER
www.marketingcharts.com/wp/topics/asia-pacific/2-in-3-americans-would-choose-great-friends-over-a-great-career-23942/
67%
33%
GREAT FRIEND
GREAT CAREER
COMMUNICATE
www.marketingcharts.com/wp/topics/asia-pacific/2-in-3-americans-would-choose-great-friends-over-a-great-career-23942/
WHY DOES OUR TARGET CARE?
2 IN 3 YOUNG AMERICAN ADULTS (18-35) WOULD RATHER HAVE A GREAT FRIEND THAN A GREAT CAREER.
67%
33%
GREAT FRIEND
GREAT CAREER LOVE AND BE LOVED
COMMUNICATE
www.marketingcharts.com/wp/topics/asia-pacific/2-in-3-americans-would-choose-great-friends-over-a-great-career-23942/
WHY DOES OUR TARGET CARE?
2 IN 3 YOUNG AMERICAN ADULTS (18-35) WOULD RATHER HAVE A GREAT FRIEND THAN A GREAT CAREER.
84% YOUNG AMERICANS 18-35 WOULD RATHER TALK IN PERSON THAN ON THE PHONE.
84%
16%
IN PERSON
ON THE PHONE
FEEL WHO ARE THEY TALKING TO.
EXPRESS THEMSELVES MORE EFFECTIVELY.
www.marketingcharts.com/wp/topics/asia-pacific/84-of-americans-would-rather-talk-in-person-than-on-the-phone-23078/
WHY DOES OUR TARGET CARE?
58% OF THE U.S. YOUTH PREFER TO STAND OUT RATHER THAN BLEND IN.
BLEND IN 42%
STAND OUT 58%
www.marketingcharts.com/wp/topics/asia-pacific/majority-of-us-youth-prefer-to-stand-out-rather-than-blend-in-22830/
WHY DOES OUR TARGET CARE?
A GREAT FRIEND
TALK IN PERSON STAND OUT
AS HUMAN NATURE YOUNG ADULTS WANT TO COMMUNICATE, THEY WANT TO EXPRESS THEMSELVES, THEY WANT TO BE UNDERSTOOD, THEY WANT TO LOVE AND BE LOVED AND THEY WANT TO STAND OUT.
WHY DOES OUR TARGET CARE?
HOW IS ONLINE SHOPPING IN THEIR LIFE?
MODERN CONSUMER BEHAVIOR IS SIMILAR TO HUNTING AND GATHERING.
“Modern humans still devote considerable time and effort to foraging, although the foraging context is now in the settings of shopping malls, grocery stores, and Internet sites (Hantula, 2003).”
137.140.1.71/jsec/articles/volume3/issue4/KrugerV3I4.pdf
HOW IS ONLINE SHOPPING IN THEIR LIFE?
MODERN CONSUMER BEHAVIOR IS SIMILAR TO HUNTING AND GATHERING.
137.140.1.71/jsec/articles/volume3/issue4/KrugerV3I4.pdf
ONLINE SHOPPING SERVICES ALLOW US TO ENJOY HUNTING AND GATHERING BEHAVIOR IN A NEW LEVEL.
“Modern humans still devote considerable time and effort to foraging, although the foraging context is now in the settings of shopping malls, grocery stores, and Internet sites (Hantula, 2003).”
WHAT WE SHOULD DO?
WHAT WE ARE GOING TO DO?
ESTABLISH WHO WE ARE. BRING AWARENESS. DIFFERENTIATE SVPPLY FROM THE COMPETITION..
WHAT DO WE NEED TO COMMUNICATE ?
WHAT DO WE NEED TO COMMUNICATE
SVPPLY HELPS YOU EXPRESS WHO YOU ARE AND MAKES YOU STAND OUT IN YOUR LIFE.
WHAT DO WE NEED THEM THINK AND DO?
THINK: SVPPLY HELPS THEM TO FIND THINGS THAT MORE CLOSELY TO THEIR PERSONAL VALUES AND HELPS THEM TO EXPRESS WHO THEY ARE. DO: KEEP USING SVPPLY FEEL: SVPPLY MAKES THEM STAND OUT.
HOW TO ACHIEVE IT
PLACE PEOPLE TO HELP TO CONSUMERS WHEN THEY SHOP AT SVPPLY PERSONALIZED CONTACT
IMPROVE SVPPLY’S USABILITY TO MAKE IT EASIER TO USE.
PLACE PEOPLE TO HELP CONSUMERS WHEN THEY SHOP AT SVPPLY.
30%
70%
7 IN 10 AMERICANS PREFER “HELPFUL, FRIENDLY” SALES PEOPLE OVER AUTOMATED PROCESSES.
HOW TO ACHIEVE IT
PLACE PEOPLE TO HELP CONSUMERS WHEN THEY SHOP AT SVPPLY.
30%
70%
7 IN 10 AMERICANS PREFER “HELPFUL, FRIENDLY” SALES PEOPLE OVER AUTOMATED PROCESSES.
SVPPLY CARES ABOUT
CONSUMERS’ PERSONAL NEEDS
AND FEELINGS.
HOW TO ACHIEVE IT
PERSONALIZED CONTACT
34%
66%
66% YOUNG AMERICAN ADULT WOULD RATHER BE PEOPLE-SAVVY THAN TECH-SAVVY. THIS SHOWS PEOPLE DESIRE FOR EMOTIONAL CONNECTIONS.
SVPPLY OFFERS A BETTER LEVEL OF COMMUNICATION.
HOW TO ACHIEVE IT
PERSONALIZED CONTACT
HOW TO ACHIEVE IT
www.quantcast.com/svpply.com#!demo
PERSONALIZED CONTACT
ENJOYING HUNTING AND GATHERING
HOW TO ACHIEVE IT
www.quantcast.com/svpply.com#!demo
CONCLUSION
PERSONALIZED CONTACT
CONCLUSION
PERSONALIZED CONTACT
PERSONAL VALUES
CONCLUSION
PERSONALIZED CONTACT
PERSONAL VALUES
COMMUNICATTION
ENJOY HUNTING AND AND GATHERING
CONCLUSION
ALWAYS
PERSONALIZED CONTACT
PERSONAL VALUES
COMMUNICATTION
ENJOY HUNTING AND AND GATHERING
THANK YOU
S o n n y S u n
