INTERACTIVE MARKETING PLAN- LUMIX

12/12/16

MARY RAFTERY

CATEGORY AUDIT: DIGITAL CAMERAS

LANDSCAPE AND COMPETITION

Photography growing1

Camera industry experiencing decline1

High competition1

Consumers desire innovation1

Major players seem to be out of ideas1

Smartphone cameras3

Huge reason for decline

Primary Products:

Point and Shoot- most affordable, simple to use, typically portable

Mirrorless Interchangeable Lens- superior image quality, creative options, higher price

DLSR- like mirrorless, typically the most expensive, better autofocus and build quality

Major Competitors:

Nikon- “Meeting Needs, Exceeding Expectations”

Kodak- “You Press the Button, We Do the Rest”

Go Pro- “Think It. See It. Do It.”

Canon- “Make It Possible With Canon” (holds largest share of the industry1)

Fujifilm- “Value From Innovation”

Sony- “Be Moved.”

LUMIX IN THE LANDSCAPE

Founded in 2001

Subsidiary brand of Panasonic Inc.

Based in Japan

Not a market leader

Panasonic brand audit- considered “warm, friendly, and unpretentious4”

Extremely valuable perception in the typically “cold” and intimidating tech industry4

Brand “established” but overlooked4, appendix 2

Product reviews indicate quality2

Mid-range

Brand sentiment

Price

Perceived value

Major Challenges4:

Brand tries to be “everything to everybody”

No clear brand identity to distinguish from similar competing products

Very little advertising spend5

SWOT 1

SWOT 2

THE LUMIX MANIFESTO

THE RESEARCH People who use LUMIX value its simplicity

Unique Value Proposition: LUMIX allows its users to seem like experts, even if they’re not.

Key Qualities:

Intuitive controls

HD Photos

Build in features like autofocus and light correctors

Other selling points:

Known for good customer service (servo system)

Company values sustainability

Panasonic is an established family brand

THE RATIONALE LUMIX is not the choice of professional photographers1

Many photography sites indicate LUMIX as an ideal “starter” camera2, 8

Growth in number of photography “hobbyists” 1

Perception of Panasonic= accessible, everyman brand4

“Everyman” purchaser concerned with customer service, product functionality, and ease of use6

INTENT:

Leverage

logos of choosing an established brand

the pathos behind photographing moments you love

ethos of the sustainable nature of the company

LUMIX has a strong corporate commitment to sustainability7

Panasonic is ranked 11th in GreenPeace’s Guide to Greener Electronics9

“A Better Life, A Better World” new Panasonic tagline.

Consumers are more likely to support companies they perceive as ethical on social media and through WOMAppendix 2, appendix 5

Family Brand

Manifesto focuses on the importance of the memory, of the person in the photo, before the features.

PRIMARY PERSONAMEET JUSTIN

THE RATIONALE

Millennial Father:

A shift in priorities is common after having a babyAppendix 2

More concerned with quality than savings12

willing to spend more to feel good about what they are bringing home for their families.12

It’s common for new parents to be interested in buying a camera10

88% of demo think it’s important to be a “perfect dad”11

Being present/spending time with kids important component of fatherhood13

Interest in Sustainability:

Panasonic Group introduced a new brand slogan, "A Better Life, A Better World,“

promoting environmental initiatives as an important element in achieving that goal.In production activities, exhaustive energy-saving measures have been implemented in all factories worldwide, pushing for further CO2 emissions reduction in our production activities.7

42% of people in age demo are influenced by companies ethicsAppendix 3

SECONDARY PERSONAMEET MICHAEL

THE RATIONALE

Gen-X Father:

“Latchkey” generation

More focused on being present for their kids because their parents were not 20

Most feel they are not spending enough time with their children22

Dads display more brand loyalty than moms. 17

Ownership of new tech highest among 25-34 and 35-44s20

Website features “family focus” articles where people photograph their kids

Dads five times more likely to purchase cameras and film 18

Group with large share of spending power 19

MARKETING OBJECTIVES

Execute an upper funnel campaign that increases brand awareness of LUMIX.

Advertising Objectives KPI Tracking Methods

Primary Objective:Increase unaided awareness of Lumix

Increase unique hits to the LUMIX website as follows:- January: From 500 – 1000- February: From 1000 – 1500- March: From 1500 – 2300- April: From 2300 – 3000

- Google Analytics report to be checked weekly to ensure we are on track. To be checked monthly to asses position.

- Organic search for “LUMIX”

Secondary Objective: Improved interaction on social media via increased posting and creating interactive content- Photo competitions- Regrams from posts found in LUMIX tags

Increase Instagram followers by 30% by January

Stimulate engagement on Instagram and Facebook as follows:- 30+ Posts to both platforms a month- Respond to all consumer comments- Tag all posts #lumixlegacy - Encourage the use of hashtag with

consumers

- Monthly social media audit through Facebook analytics and checking Instagram hashtags

- Record changes in followers and likers- Record number of unique postings to

Facebook and comments on Instagram- All links posted with content done through

Bit.ly allowing us to track click through rates

Increase Brand Recall Lumix one of the first 4 brands mentioned when questions of digital cameras arise

- post-campaign survey

MEDIA AND MEASUREMENT PLANS

Vehicle Creative Idea Detail How it Works Rationale KPI

Pandora Road trip playlist Create a strategic mix based on user listening history.

Can select time frame of journey- make the 15 minute trip to the grocery store a bonding with your kids

- Dad’s today are focused on being great dads and spending time their kids. 15

- By giving them opportunities to make memories with their kids, Lumix is establishing the amount care about the family unit.

- This can be accessed easily on desktop or mobile, both popular with the target15

- Number of adds to Pandora

- Number of plays- Increased

social

BuzzFeed.com Being a kick-ass dad Listicle giving insider tips and tricks about being the best dad

Tips will be in listicle on BuzzFeed (one of will be a link to the 15 minute road trips and Pandora Playlist)

- 70% of millennial dads turn to google to learn about how to be parent15

- BuzzFeed is one of the sites with highest traffic (11th most visited in US.) 21

- The site is accessed often on both desktop and mobile21

- Number of page views

- Number of shares

- Number of click throughs to Pandora playlist

- Increased social

YouTube.com Tips from the Pros A series of short “how-to” and tip videos directed at Dad’s, posted weekly on YouTube.com

The videos will give tips and insights on common parenting quandaries, some of the videos will include ideas like the aforementioned Pandora Playlist

- As mentioned, this is a target to turn to online to gather informationappendix 4

- They also indicate feeling stressed about not knowing how to be a father11

- Known to respond well to short and video based content appendix 6

- Number of - Number of

shares- Increased

social

Channel 1: Online Sponsorship

Vehicles Creative Idea Detail How it Works Rationale KPI

Nickelodeon.comPBSkids.comCartoonNetwork.com

Interactive video Video pops up on site, This will be “game’ content that allow the users to “take photos” using LUMIX branded cameras in a simulated world.

- Kids are highly influential on their parents purchasing decisions, particularly millennial dads. 3

- Parents like to see what types of sites kids visiting, so they will come into contact with the ads3

- Parents often use computer time as bonding time with kids and would interact with the ad there as well18

- Target audience reported preferring to shop and purchase things with their children and that they consider the act of buying to be a bonding experience3

- Group responds to advertisements featuring kids19

- CTR- Post-

campaign survey to gauge brand recall

Channel 2: Interactive Display

Channel 3: Banner Ad

Vehicles Creative Idea Detail How it Works Rationale KPI

Fatherly.comBabycenter.comParenting.com

Banner ad emphasizing the look and quality of the LUMIX camera, with a father taking a photo of son.

Banner ad will be featured on the mobile site and becontextually aligned with parenting.

Large banner ad that is on the scroll of the site on mobile and desktop.

- The target audience is know to put a lot of energy into researching tips on parenting activities16

- The contextual alignment on sites related to parenting will encourage an association between fatherhood and LUMIX products.

- Most of this advice is sought out on mobileappendix 4

- Searches for baby-related terms on mobile have grown 52% year over year11

- 4/10 millennial dads use online parenting sources for product recommendations15

- CTR on mobile- CTR on desktop

VISUALSSAMPLE FORMATS AND SIZES

FORMATS

Sponsored BuzzFeed Content

Interactive pop-up ads on nick.com

SIZES

300x250

320x100(mobile)

628x210

REFERENCES1. http://clients1.ibisworld.com.ezproxy.bu.edu/reports/us/industry/default.aspx?entid=926

2. http://cameras.reviewed.com/content/panasonic-lumix-dmc-gx85-digital-camera-review

3. http://academic.mintel.com.ezproxy.bu.edu/display/748041/

4. http://landor.com/thinking/the-challenge-of-the-global-brand-how-bp-and-panasonic-have-built-their-brands-around-the-world

5. http://www.redbooks.com.ezproxy.bu.edu/advertiser/PANASONIC_CORPORATION/

6. https://blog.hubspot.com/marketing/why-people-buy-factors-influence-purchase-descision#sm.00000qsl0oz19er2rsx2nzqr1kfl2

7. http://www.panasonic.com/global/corporate/sustainability.html

8. http://www.pcmag.com/article2/0,2817,2369450,00.asp

9. http://www.greenpeace.org/international/en/campaigns/climate-change/cool-it/Campaign-analysis/Guide-to-Greener-Electronics/

10. http://www.thephoblographer.com/2015/03/24/5-cameras-for-the-new-parent/#.WEsO-fkrLZZ

11. https://www.thinkwithgoogle.com/articles/millennial-dads-turn-to-digital-in-moments-of-need.html

12. http://adage.com/article/digitalnext/millennial-dads-real-spending-power/297782/

13. http://www.businessinsider.com/millennials-will-gladly-take-a-strangers-opinion-on-how-to-spend-over-mom-and-dads-2012-1

14. http://www.ebizmba.com/articles/kids-websites

15. http://storage.googleapis.com/think/docs/babycenter-millennial-dads-study.pdf

16. http://thegbrief.com/articles/millennial-fathers-a-new-kind-of-dad-558

17. http://www.pymnts.com/news/retail/2016/shopper-snapshot-millennial-dads/

18. http://www.progressivegrocer.com/departments/technology/62-rise-millennial-dads-buying-groceries-study

19. http://academic.mintel.com.ezproxy.bu.edu/display/774580/

20. http://academic.mintel.com.ezproxy.bu.edu/display/748041/

21. https://www.quantcast.com/buzzfeed.com#trafficCard

22. http://www.pewresearch.org/fact-tank/2016/06/16/fathers-day-facts/

23. http://www.pewinternet.org/2016/01/07/how-parents-monitor-their-teens-digital-behavior/

APPENDIXAPPENDIX 1: PERCEPTUAL MAP

APPENDIX 2: GOOGLE TRENDS

APPENDIX 3: ETHICS STATS

APPENDIX 4: ETHICS AND PARENTING STATS

APPENDIX 5: ON USER GENERATED CONTENT

APPENDIX 6: YOUTUBE SEARCH AND CHANGING PRIORITIES

Appendix 1

Appendix 2

Lumix (blue) is by far the least searched for brand based on google trends data (Dec 2016)

Appendix 33

Appendix 43, 11

Appendix 513

Appendix 611