Which, if any, of the three social media plans should Foley pursue? Why? Among the three marketing communications plans, Zwinktopia, Facebook and YouTube, I suggest that Margret Foley pursue the Zwinktopia option. The suggestion is based on the consideration of (1) how efficient the marketing vehicle reaches the target consumer; (2) how well the plan delivers the brand image of UnMe and (3) whether it fits into UnMe’s marketing budget.
(1) How efficient the marketing vehicle reaches the target consumer UnMe jeans targeted at teen girls who have their own unique taste in fashion. They are social and are trend leaders in their communities. The target group has grown up with the development of Web 2.0 as well as with the downturn of traditional media.
Compare to YouTube and Facebook, which have an audience of all ages, Zwinktopia’s audience fits right into the target group of UnMe jeans. Zwinktopia is designed for the girls who are from 13 to 24 years old and focuses on the contents of fashion and music.
The ultimate goal of marketing is to boost sales. As one of the largest virtual world, Second Life can tell certain trend in regards to marketing and sales. According to 2007’s Virtual Product Sales on Slexchange, the largest sales generated from apparel. Also, the article addressed the audience is shifting from Second Life to other virtual world such as Zwinktopia. And by the end of 2011, it is estimated that 80% of the online users will have an appearance in the virtual world. It is reasonable to believe marketing on Zwinktopia will not only increase brand awareness but also boost sales in real world.
(2) How well the plan delivers the brand image of UnMe
Zwinktopia is the most straightforward media vehicle to deliver UnMe’s brand image among all three options. On Zwinktopia, UnMe will have its virtual retail store to announce any products simultaneously when a new edition of jeans is release in the real world. It encourages the Zwinkies to design their own outfits based on their unique taste. Additionally, Zwinktopia is easy to be linked to Facebook or MySpace. The campaign strategy well delivers UnMe’s brand image of individuality appreciation and encouraging teenager girls to stand out and to speak against conformity and peer pressure.
The ideas of sharing the experience of wearing UnMe jeans and virtual jeans design competition on Zwinktopia are consistent with the culture of Web 2.0 social media. The marketing plan would empower potential consumers to get involved in, to co-create, and to share in their own way rather than pure delivering the message. Zwinktopia is most likely to be successful when compared to the widget on Facebook and the in-video ads on YouTube.
(3) Whether it fits into UnMe’s marketing budget
Last but not least, Zwinktopia’s marketing plan is the most economical one among all social medias. Ms. Foley’s marketing budget has a highest CPM of $29.95 in the existing market plans. The cost of using Zwinktopia is $300,000 annually while $500,000 for Facebook and $600,000 for YouTube at a CPM of $40. Ms. Foley is seeking an experimental Web 2.0 marketing plan so as to that the cost is definitely a constraint.
In sum, using Zwinktopia as the marketing vehicle in the Web 2.0 world would directly reach out the target teen girls, have them better understand UnMe’s concept, get engaged in the business and experience a relatively lowest financial risk compared to Facebook and YouTube’s high CPM. Thus, Zwinktopia is most likely to be successful when UnMe wishes to have a taste of Web 2.0 marketing.
What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs? Zwinktopia-Benefits
The marketing plan of using Zwinktopia as a media vehicle would help UnMe to be engaged in a virtual market where the target demographics are concentrated. •...
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