Communication Plan forThe SmartShoe Trainer XR

Cathy, Jaclyn, Jing, Lim, Marissa, YuliaMK627 Interactive & E-CommunicationRobert Graham

Roll out the SmartShoe Trainer XR

Monitoring System

Auto-fit system

• Breakthrough running shoe with built-in monitoring system that

records heart rate, distance, calories, etc.

• Adjusts to runner’s foot

UseE-Communication Methods

Target Market

Primary market•Professional runners/marathon

runners/people-in-training

•Passionate about their sport:

willing to spend time and money

investing in the quality of

performance

Secondary Market•Trend followers•Less passionate about running; more focused on fashion

Early Adopters → Majority

Methods

Creative Ideas:

•Cookies stored after 1st –Create a ‘MapMyRun’ Section –Gather information regarding which pages they visited.

•2nd Visit –Show ads with info about races close their location –Visit site for more than 5 minutes: Offer free admission to a day runners clinic/webinar with a famous runner if they take a survey.

•3rd Visit–Offer a store coupon for % off the shoes if they sign up for the newsletter.

Feasibility:

• Connect the consumer with relevant ad messages.– Site speaks directly to them to create higher engagement &

response rates.• Targets specific behaviors into ‘runner segments’.

– Cluster Target: Elite/Professional Runners, Competitive Race Run-ners, Casual Race Runners, Casual/Hobby Runners, New Run-ners.

• Segments based on frequency of visits, themes of content viewed, time of engagement, geo-targeting data, and demographic characteristic

• Consumer has a strong interest or intent to purchase if they click on an ad.

Strengths for Reaching Target Audience:

• Different types of runners are interested in different aspects of the shoe. Based on their browsing history we will be able to segment them into their appropriate runner cluster and have relevant information available on WebPages.

• Ability to reach the right consumer on any website page with an ad relevant to them.

Effectively Collect Consumer Data:

• Interaction behavior cues• Demographic Targeting • Browsing History

– Indicates needs and wants in a running shoe.• Time spent on site.

– Reveals intent to purchase or visit store to test shoes.

Details to Enhance the Effect:

• Knowing where they live will help direct them to a store closest to them and give them information about races close to them, tips on how to train in weather on their region.

• Welcome them when they visit the website using their name.

Search Engine Marketing – paid search

• Benefits for advertisers: can do lots of tests

• Benefits for consumers: relevant to their search, match their needs and interests

Google AdWords and Google Adsense

• Daily budget: $200• Method: Pay-per-click• Target: keyword, US population• Keywords to bid on: running shoes, footwear for

athletics, comfortable shoes, shoes with monitoring system built-in

Bing and Yahoo

Sample Ad

Comfortable Running Shoes

Monitoring system built-in.

Best running shoes for

athletics.

http://www.zyzys.comProfessional Running Shoes

Designed to fit the runner.Comfortable and special.http://www.zyzys.com

Search Engine Optimization – organic search

• Benefits: generates more click than a paid search, more credibility, better position results more traffic and higher conversion; they are free.

On-site Optimization

• Keywords• Page Rank• Title Meta Tags• Image Alt Tags• Hypertext Links• Domain names and file names

Off-site Optimization

Creative ideas:

• Zyzys custom channel• Show Smartshoe in action using movie trailer-style• Post customer video testimonials• Marathon-related videos, viral videos• Report about events or presentation about the new

shoes• Conduct an interview with an expert or link to health

related topics, outdoor activities.

The feasibility:• Comprehensive and entertainment way to present

to consumers• Easy to track the effectiveness of the campaign

-comments, sharing times, subscribers

• Influential

AWWW~I want ZYZYS

Strengths to reach target audiences: • Low cost• Using of video targeting tool• More effectively• Reach large scope of audience

ZYZYS

ZYZYS

Effectively collect consumer data:

• Tracking consumer comments

• Sharing, click rates.

• Sharing interactive videos by asking personal information

Details help to enhance the effect:• Choose a user name that reflects the brand for Zyzys channel URL

• Enhance Zyzys videos using YouTube’s special features, such as annotation, audioswap, insight, language options and quick capture

• Add the channel URL to marketing collateral and social network profiles

• Study the channel’s performance with the integrated Google Analytics and YouTube Insight to make the most of the video.

Creative ideas:

1. Build a community “Clubhouse” of passionate about running

2. Create an atmosphere of a professional branded club

3. Creating a Fan Page that looks like a “Friend” for our target

4. Allow and encourage interactivity of a page

5. Integrating other tools like YouTube and Blogs into a Fan page

6. Creating an on-line marathon season related buzz campaign

The feasibility:

• Relevant and logic way of reaching the marcom objective of growing awareness of a breakthrough technology athletic shoe

• Achieving web presence and interactivity through linking back the official website to the multiple social media channels

Strengths to reach target audiences:

1. A “cheaper” way to stay on top of current marketing trends

2. Measuring effectiveness through views, downloads, fans.

3. Reaching the right people at the right place

Effectively collect consumer data:

1.Tracking consumer satisfaction through comments and wall posts, tweets, retweets, blog comments and messages

2. Reposting amounts, fan base, followers3. People love sharing their interests and demographic info in

their pages allowing this data to be public and provide us with an up-to-date scope of the interested – “opted-in” target audi-ence scope

Details help to enhance the effect:

1. Consistent look and feel2. Having a unique Zyzys brand

page3. Having social media icons 4. Marketing research of social

media channels performance through blog analytics, RSS feeds, Fan page perfor-mance and Follower behav-iors through constant monitoring of the satisfaction and following up

Mobile page

• Need to build mobile page for smart-phone users.• Through QR-code, Google Goggle, and AD on apps

such as ‘APPertising’ or in-gaming ads.• Interactive function and event.

Zyzys

Zyzys App: The Integrated App for Runners

Zyzys

Find Zyzys Stores

Adjust

Monitor & Record

Safe Light

4 Miles Marathon competition with the integrated app

Zyzys

OOH AD

Kiosk

-Monthly Event-Using GPS and time recording sys-

tem

Brand Awareness +

Visiting in-store

FinishPoint

Zyzys

Strength

Smart-Shoe ZyzysSmart-Phone

High Technology

Buzz

Establish the High Quality CRM DB

Presenting the SmartShoe via Email

• Catchy subject line “Why Should I care?”• Links to social media, videos, website• Images of shoes • Images/videos of the shoe performing• Customizable based on gender and running

preferences

Using Email To Sell Shoes

• Collect lists of professional runners (marathon, running clubs, etc.)

• Ideal way to customize and personalize content – Colors based on gender– Performance and functionality based on running

preferences• Ability to showcase the features from many

dimensions• Easy to measure success of campaign and collect

consumer data

Strengths of Email Marketing

• High ROI and click through rates (2.4%)• “Traditional marketing techniques like

email influence not only more traffic; they deliver better quality traffic.” – ForeSee 2011

• “Some of the most satisfied site visitors arrived at the site because of previous familiarity with a brand, promotional emails, etc.” –ForeSee 2011

• “39% of companies said that email was the strongest performing advertising channel.” – Datran Media

Using Email to Collect Consumer Data

• Targeting and personalization of emails can determine which segments had highest open rates

• See what consumers do once they open the email: how much time spent, links clicked, website visits

• Ability to follow the sales cycle

Using Email for Maximum Brand Exposure

• Email to include exterior links for additional information and brand engagement: social media, website, etc.

• Include relevant articles about shoe performance, product reviews

• Highly targeted: send blasts out before certain events by city

– “Train properly for the upcoming Boston Marathon with these shoes”

THANKS!