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By: Cristina Coons, Crystal Langaigne, Lauren Jackson, Dana Salem and Thomas Waterman
The Team
IndustryIncrease popularityOver the last several years, the premium
headphone market has explodedU.S. sales of headphones that cost $100 or
more increased 73% in 2012Premium headphones now make up 43% of
all headphone sales Those who own premium headphones have an
average of 2.3 pairsThe biggest player in this market is Beats by
Dre64% market share
ProductBeats By Dr. DreIn-depth experience of
enjoying everyday activities. All-in-one MP3 earphone with:
100% secure and comfortable fit
Crystal clear sound
Drag & drop options for up to 1,000 songs
Bluetooth features
http://www.youtube.com/watch?v=CWoCaGHhOQo
Company Target market Objectives/Goals
Music IndustryProducersDJsArtist
YouthCollege Students Young Adults
GroupsAthletics teams
GOAL: Reach the athletic audience, as well as a vast majority of the “non-athletic” Objectives: We who hope to reach
audiences of all ages. College student, and young
business men and women Promoting everywhere
Increase product knowledge Tradeshows, promotional
advertising, radio stations, free giveaway.
Reach mass audience
CompetitorsBluebuds by Jaybird
Bose Headphones
SignalPlus technology Shift Bluetooth audio Directs sound into the ear for deep
bass and extended frequency response hands-free calling customized fit (3 pairs of Secure Fit ear
cushions and tips
Advanced noise reduction Rich base Additional cable with inline
mic/remote for music and call functions
SIE2i
Digital Media Marketing Plan
Landing Page
Goal Convert site visitors into
leads Optimized to direct the
visitor’s attention to sign up for our mailing list Receive a 10% off coupon
Directed to our main websiteBrowse and purchase our
product
http://cristinac.x10.mx/beats-by-dre/
Email CampaignUsing all of the personal contact information gathered from the landing page and the website, an informational email campaign will be initiated:
1st Emailo Contain information about Beats By Dre productso Intriguing videoo A call to actiono Contact information o Unsubscribe button.
Purposeo To follow up o Remindo Opportunities
2nd Email Update potential customers about savings deals, and more opportunities to buy the
products.
After two attempts Monthly emails will be sent out
o Informing potential customers of trending music of the month Included in these emails
Link to website and Facebook page.
Affiliate Marketing Our objective is to tap into music bloggers who are highly relevant and influential in their respective online followings.
Bloggers include articles and blogs using Beats by Dre products Brand’s equity gains credibility quickly Target audience will adopt the products earlier
Incentives to support Beats by Dre. This incentive will be affiliate links. If anyone uses the particular link posted by a blogger
to purchase a Beats by Dre product, that blogger will make a percentage of the profit
Why have Social Media Presence?
Companies connect with new consumers
Current consumers get to connect on a more personal level
Interact with other consumers
Brand awareness/recognition
Larger, more interactive audience on a daily basis
AnalyticsGoogle analytics for our landing page
To track new visitors and recurring ones Number of visitors, page views, and time duration on our
page. (9) unique visitors
Forty-five views Average visit duration was around 6 minutes
page/visit ratio of 2.37). Audience consists of 47.6% of new visits, 52.6% of
those visitors are returning to view the pageBounce rate of over 75% Using Google Analytics we can improve our page
appeal to further increase views, viewers, duration on the page and decrease our bounce rate.
Improvements/Conclusion
Carefully MonitorWebsite, Landing PageFacebook page
TwitterNew social media outlets
Continue to reach out to current and new target markets
Sell other product options
