Description of Product
The Product being marketed is the new HTC Messiah. This is the new phone that HTC have announced and will be released in the late 2013. This will be the first phone to include the brand new photograph technology, Femto Photography. This type of photography can capture light moving as if it was a bullet, at 10,000,000,000 frames a second. This will be the main focus of the phone, however the phone won't be any slower, the quality of HTC will still be their. To see these great photos in brilliant quality the HTC Messiah will also include a LED 6 inch screen.
Marketing Mix
TV Promotion- Adverts, Gadget Show, Sponsorship of TV Series or Films, Product Placement
Social Networks- Facebook Page, Following on Twitter, Advert on Facebook or Twitter
Print Ads- Billboards around City Centres Mainly
Magazine Advertisement- Tv Times, TechRadar, T3, Stuff, Nuts, Zoo, Womens Magazines
Website Promotion- HTC website, Orange, T-Mobile, O2 ect., Amazon
Online Advertising- Google Adverts, Youtube Adverts, Sponsored Adverts,
Viral Networking- Youtube Viral Advert
In Store- Advertising, Flyers, Store Magazine, Try it out for size, Shop Assistants
Direct Marketing- Bluetooth when you enter certain area, Text to your Phone
Sponsorship- Public events, Car Racing, Football Team,
Out of Home- Flash Mobs
Aims of the campaign
What I aim to achieve with this advertising campaign is mainly about a larger revenue with most companies, however this mass advertising campaign will put HTC in the history because of the new technology going into the phone, this is a big step for mobile phones. Also this will give HTC a new look, that they are always ahead of their game with all the other competitors, in quality of their phones and technology. When a lot of people hear of the new phone with word of mouth the price changes, you assume with all this new stuff it will become more expensive, thats another reason for this advertising campaign, to get peoples awareness of all the specs of the phone and all the details such as cost. Loyalty audiences are another one of their main focuses with this campaign, mainly because HTC look after their customers, so they don't want to scare away all the old customers, but attract new audiences at the same time. So the advertising campaign will have two different sides to it, one wowing with all what's new about HTC to attract a new audience who might not of found HTC’s all that great and another one saying how HTC are just the same company but introducing new specs to make an improvement to get the loyal customers to stay with HTC by saying we are still the phones you like with more.
Strengths
- HTC has now made a deal with 12 other companies, including LivingSocial, Tripadvisor, Qype Deals and Offerum to get just HTC users the best deals out there straight to their handset.
- HTC has made secure deals with Windows to create their phones, and also a contact to become the major sponsor of MOBO (Urban Music)
- Teamed up with Beats Audio to get the best music quality in a phone on the market
- Not the most known mobile phone make globally
- Water Damage
- HTC has been out of the market behind samsung recently and have been looking at the sales of new technology in phones and wanted to be ahead of the market
- The company wanted take advantage of the fact that their phone would have something any other phone won't for at least 6 months
- ?
Potential Market
The audience for HTC is globally and not always a specific type of person, the target audience can vary from one side of the scale to the other side. A target audience for the phone could be people who use their phone as a fashion icon, this would mainly be the age range of 15 years old to 20 years old. However the main target audience would be a wide range of people globally, phones are a part of peoples life, and they use them daily, the reason people are attracted to phones is because they are faster and more user friendly. They are usually people who are media savvy and like to keep up to date with technology moving forward. This can be business people who would use it for business use, using the diary, quick search internet, microsoft office, etc., also the target audience could be customers who would use the more personal side of the phone, the camera, the music files and the games.
Marketing Schedule
March 5th- HTC leaks word about releasing a new phone in October with technology a lot of people haven't seen before. they release this information to a few selected people. Techradar, trusted newspapers. HTC don't admit to leaking any information.
May 15th- Images of the new HTC are speculated, HTC leak a few different images and drawings of phones. HTC don't admit to leaking anything.
September 15th- HTC officially announce the release of a new phone in October 14th in the UK
September 16th- HTC roll out their magazine adverts and billboard adverts around cities, and phone shops.
September 25th- TV Advert for the phone in october to be released
October 14th- Dummy phone released
November 1st- TV advert will be shown during 3pm, (Christmas Dinner), A short advert just using the star of the new phone, it will be a clip of femto photography in its best form. on the background of the femto photography it will say HTC subtly.
November 10th- The second TV advert will be shown mainly around prime time TV, on more of the entertainment TV channels. This will be different setting in a studio with actors and directors but instead of movie cameras they are using the new HTC phone. it won't be obvious that it is a HTC phone. It will be an action shot of a bullet moving from one side of the set to another, this will be the example that they saw in the first advert back in january.
November 13th- Invitations for a VIP release of the phone HTC have been working on for a couple of years. 200 Invitations have been sent out for a Secret event in London on November 15th. The guests are people who have a connection to newspapers, magazines, blogs, etc.
November 14th- Invitations arrive for selected guests
November 15th- The HTC event of their new phone with technology only a few hundred people have seen in the world will be released. Also a rough date of the phone being released, 31st November.
November 16th-20th- Press Releases of the new HTC phone describing the look and features of the phone, what is new and better and evolved within the phone and what is also different from the phone they released a month before.
November 25th- HTC promotional stunt in towns and cities by using a Flash Mob. Showing off the phones abilities. Multiple screens showing live footage of other towns and cities, at a peak time to grab the most audience possible.
November 31st- HTC phone is released in the UK with an exclusive to T-Mobile.
Audience Feedback
The audience will be able to give feedback in a range of different ways, the main feedback that HTC will focus on is the group feedback of a random selected audience varying from different age ranges and genders. Another way HTC will look at feedback will be on their Twitter pages, Facebook Page, as well as their own HTC website. The whole reason of this feedback will so that HTC can make a better advert in the future and a more rememberable advert.
March 5th- HTC leaks word about releasing a new phone in October with technology a lot of people haven't seen before. they release this information to a few selected people. Techradar, trusted newspapers. HTC don't admit to leaking any information.
May 15th- Images of the new HTC are speculated, HTC leak a few different images and drawings of phones. HTC don't admit to leaking anything.
September 15th- HTC officially announce the release of a new phone in October 14th in the UK
September 16th- HTC roll out their magazine adverts and billboard adverts around cities, and phone shops.
September 25th- TV Advert for the phone in october to be released
October 14th- Dummy phone released
November 1st- TV advert will be shown during 3pm, (Christmas Dinner), A short advert just using the star of the new phone, it will be a clip of femto photography in its best form. on the background of the femto photography it will say HTC subtly.
November 10th- The second TV advert will be shown mainly around prime time TV, on more of the entertainment TV channels. This will be different setting in a studio with actors and directors but instead of movie cameras they are using the new HTC phone. it won't be obvious that it is a HTC phone. It will be an action shot of a bullet moving from one side of the set to another, this will be the example that they saw in the first advert back in january.
November 13th- Invitations for a VIP release of the phone HTC have been working on for a couple of years. 200 Invitations have been sent out for a Secret event in London on November 15th. The guests are people who have a connection to newspapers, magazines, blogs, etc.
November 14th- Invitations arrive for selected guests
November 15th- The HTC event of their new phone with technology only a few hundred people have seen in the world will be released. Also a rough date of the phone being released, 31st November.
November 16th-20th- Press Releases of the new HTC phone describing the look and features of the phone, what is new and better and evolved within the phone and what is also different from the phone they released a month before.
November 25th- HTC promotional stunt in towns and cities by using a Flash Mob. Showing off the phones abilities. Multiple screens showing live footage of other towns and cities, at a peak time to grab the most audience possible.
November 31st- HTC phone is released in the UK with an exclusive to T-Mobile.
Audience Feedback
The audience will be able to give feedback in a range of different ways, the main feedback that HTC will focus on is the group feedback of a random selected audience varying from different age ranges and genders. Another way HTC will look at feedback will be on their Twitter pages, Facebook Page, as well as their own HTC website. The whole reason of this feedback will so that HTC can make a better advert in the future and a more rememberable advert.
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