The introduction and the aims
According to the ww.about.com website “IBM designed the first smartphone in 1992. It was called Simon. The smartphone was presented that year as a concept device in Las Vegas at the computer industry trade show known as COMDEX.” (http://cellphones.about.com/od/coveringthebasics/qt/cellphonesvssmartphones.htm)
These days new technologies are becoming part of people’s everyday life. The smartphone market is booming and smartphones are becoming one of the most desired gadgets.
According to http://www.email-marketing-reports.com ''IMS Research expects 420 million smartphones to sell in 2011 or 28% of the mobile handset market. They predict this figure will rise to over 1 billion in 2016 (half the market)'' as well as ''Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012''. (http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm)
As you can already see the smartphone market is growing and with the time ordinary mobile phones will no longer be in use. That is why we have created the best in its type high end consumer smartphone, which will challenge the iPhone.
Aim:
The main aim of the advertising campaign is to inform the target about the new product, raise awareness of the product brand and provoke desire to purchase it.
Target Market
The main target market is the so-called “digital tribe”. They are mmainly young adults between the ages of 18-40 y.o. smartphone users and potential users.
People, who use the devise not only as phone, but also as social network tool, access to Internet, who use different applications and are inseparable from their smartphone.
Since there are already Android phones as well as the iPhone in the market, the lifestyle has already been created, so the positive attitude towards the product is already there default.
Also do not forget the ones, who never had smartphones before but are considering that category as their next phone.
Product
This is completely new high end smartphone, which has all the default features of the androids and iPhones already in the market, but with bigger screen size and longer battery life.
Besides them the device’s screen has special E Ink mode and it can be used as e reader.
Also the first time ever the smartphone has built in project, so directly from the device you can watch photos and videos anywhere.
Main unique selling points of the product, which we would like to emphasize, are the above mentioned main features – the e-reader function and the built in projector.
Price and Distribution Summary
The price of the product is compatible to the best smartphones in the market. Its regular price is $ 450.
We are planning to use big gadget stores as well as biggest mobile operators’ store.
Advertising and promotions summary
1. Opportunity
Product provides the customer with freedom and mobility. Freedom to whatever he/she feels like and wherever she feels like. Watching a movie, listening to music, surfing the internet and writing a blog, all this is possible no matter where you. No need for planning and extra luggage, it's always in your pocket, always ready to serve.
2. Proposition/Promise
The smartphone is all in one device. It is your internet, music, photos, videos, projector, e book and phone – all in your pocket.
3. Core Idea
The core idea we would like to leave in target’s mind is that you only need the smartphone and nothing else, since it replaces the notebook and netbook, the projector, the tablet, the e readers and more.
According to www.technorati.com “Today's models also serve as portable media players, camera phones with high-resolution touchscreens, web browsers that can access and properly display standard web pages rather than only mobile-optimized sites, GPS navigation, Wi-Fi and mobile broadband access.” (http://technorati.com/technology/article/a-brief-history-of-smartphone-infographic/)
4. Tone of Voice
The tone of voice should be very friendly, informative and warm. The voice should inform the main messages, but at the same time create trust by its friendly and warm approach so the customer feels that the brand cares and will keep its promises.
5. Mandatories
Since the brand awareness is very crucial, brand related elements (logo and brand name) are mandatory. Also, the device being unique and new should also be shown on the ad. Its price being compatible also is beneficiary to be shown.
6. Choice of Media and Promotional tools
Media
“Digital Tribe” feels like fish in a water on the digital platform, so internet marketing elements should definitely be included (web banners, blog articles and reviews, online preregistration, mobile operators digital spaces, etc.)
Print ads for magazines (glossy ones + digital specific ones) are also required. Outdoor nonstandard billboards can also be considered.
TV advertising should be considered too. No radio needed.
Promotional tools
We would like to offer preregistration and the preregistered customers will, be able to get the device with 10% discount and limited edition phone pocket. Preregistration via Internet will last 10 days before the product launch/sale.
7. Support Material
We will need
User friendly short guides of the device + flyers and/or leaflets for the customers.
Sales representative’s tutorial with standard Q&A.
special media briefing
Launch event.
8. Outsourcing
No need to outsource
9. Timing
The launch of the product is scheduled for June, 2012. We will need around 1 month to go through the proposal, debrief and/or approve the campaign.
10. Budget
The maximum budget to be spent on the whole campaign is $500,000.
11. Control Mechanisms
We will do surveys to evaluate the brand awareness and preception of the product in the market. Also, we will take into consideration the sales figures, which we assume will be effected by the advertising campaign.
