Untitled - Jenna Lichter

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industry review
Trends in the smartphone market
are constantly changing. Smartphone
technology is improving and upgrading with
each new phone, creating a competitive
environment for mobile companies. This
competition is enhanced by the fact that
only 29.7% of the U.S. mobile market uses
a smartphone,4 creating an opportunity
for mobile companies to recruit new
customers.5 At this years Mobile World
Congress (MWC), smartphones lead over
tablets as the most buzzed about new
gadget at 52.3%.10
Smartphone customers expect fast
connection speeds when using their
devices. Almost all smartphones today run
on a 3G network, but the newest
technology coming out is 4G coverage.
The 4G network promises faster
connection speeds and better coverage.
But full 4G connections are not completely
up and running and for now 3G coverage is
still the best choice for smartphone users.6
Four major smartphone operating systems
dominate the industry today: Apple iOS,
Android, RIM, and Windows Mobile. In
2010, Nielsen reported a three-way tie
between Apple iOS, Android and RIM for
U.S. market share, but predicted that 43%
of people who bought a smartphone in the
last 6 months bought an Android.7
company review
Samsung Electronics, founded by ByungChul Lee in 1969, started the business
manufacturing electronic appliances. Since
then, it has grown into the world’s largest
electronics company with the annual sales
of $122 billion US dollars as of the year
2011.1 Headquartered in Seoul, South
Korea, its 83 corporate members are
spread across 65 countries worldwide.
Samsung Electronics is divided into
two parts, the Digital Media and
Communication (DMC), and Device
Solution (DS) business divisions, where
the former manufactures products such as
televisions, air conditioners, refrigerators,
cell phones, network systems and
computers, and the latter division provides
semi conductors and LCD products.2
Following their management philosophy
“We will devote our human resources and
technology to create superior products and
services, thereby contributing to a better
global society,” Samsung Electronics has
become the field’s most leading company
that has kept its dominant position in the
TV, DRAM, LCD monitor, and NAND Flash
segments.3
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product review
The Samsung Galaxy S II was the most buzzed about new smartphone of 2011 at the
Mobile World Congress, taking 23.7% of the attention.10
The new Super AMOLED Plus screen provides 50 more subpixels creating a crisper
picture then the previous Galaxy S, great for watching videos, playing games and image
viewing. Also the new TouchWiz 4.0 offers new game, music and reader hubs allowing
users to download more content. The social networking feed is similar but now content
from different accounts including email, SMS and IM will be integrated into one interface.8
{
FEATURES
4.3-inch Super AMOLED Plus display
Android 2.3 Gingerbread
TouchWiz user interface
4 ounces
8.49mm
front facing 2-megapixel camera
8-megapixel primary camera
HSPA+ support
Dual Core Application Processor
16GB/32GB Memory
1650mAh Battery
Social Hub / Redaers Hub /
Music Hub / Game Hub
Google Mobile Services
}
Samsung GALAXY S2
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current consumers
Andy & Jesse
DEMOGRAPHICS
ATTITUDES
BEHAVIORS
Age: 25 – 34
Imaging
College educated
They do most of
their shopping
online
Income of 40,000
– 50,000
They get most of
their news online
Podcasts
News
Weather
Play games
Read magazines
Stream Video
The current target of
Samsung Galaxy S2 are
young people who work ,
and those who consider
themselves tech-savy. They
are open-minded for newer
technology and are willing
to do more things with their
smartphones.
NEW consumers
Zachary & Rachel
DEMOGRAPHICS
ATTITUDES
BEHAVIORS
Age: 18 – 34
Like keeping up
with electronics
Blogging
College educated,
or college student
Income of 40,000
– 50,000 or in
college
Early adopters to
new technology
Imaging
Chatting
Would pay
anything for the
electronic product
they want
Podcasts
Like buying new
gadgets
Download movies
and music
The internet as
their prime source
of entertainment
Do most of their
shopping online
Read magazines
Stream video
The reason behind expanding
the target’s age range from
25-34 to 18-34 is because
college students have
become one of the largest
populations that need internet
connection everywhere they
go due to their high use of
social networking services
and web searches. Because
internet is their prime source
of entertainment, including
them as Galaxy S2’s target is
essential.
They get most of
their news online
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competitor review
The Samsung Galaxy S II competitors
include: LG Optimus 3D, HTC
smartphones, the Palm Pre 3 and iPhone
4.
The LG Optimus 3D is this years first 3D
smartphone. The 3D capabilities span
from gaming to watching movies making it
a direct competitor to the Samsung Galaxy
S2. Although it does have 3D glass-free
capabilities, it is running the old Android
2.2 software, compared to the Samsung
Galaxy S2’s brand new Android 2.3
software, making it much slower.11
HTC has been a large competitor in the
Android smartphone market from the
beginning. At this years MWC, HTC
released five new phones: Incredible
S, Wildfire S, and Desire S all of which
will replace the current HTC phones on
the market, and the ChaCha and Salsa,
which are the first released “Facebook
phones” for 2011.13 The HTC phones are
an upgrade to the current phones, but they
still lack the Super AMOLED screen of the
Samsung Galaxy S2, plus only one of the
phones will run Android 2.3 keeping them
behind in software capabilities.12
Palm and its webOS software did not fare
well last year when it was first released,
but with the buy out from HP, the new
Palm Pre 3 could be a competitor this year.
The new phone has a larger screen at 3.6
inches and an updated card system for
multitasking, but it lacks the sophisticated
TouchWiz technology of the Samsung
Galaxy S2.15
The iPhone is the biggest competitor to
the Galaxy S2. The iPhone 4 runs the
Apple iOS software and has access to
Apple’s App Store, filled with over 300,000
applications.14 Apple also has a very loyal
brand community, making it hard to convert
iPhone users. Where the iPhone lacks in
its closed software system and icon based
interface.14 With the Samsung Galaxy S2,
users can personalize their interface and
interact in a more entertainment friendly
experience.
{
{
{
{
8
HTC Droid Incredible 2
Apple iPhone 4
HP Palm Pre 3
}
}
}
}
LG Optimus 3D
SWOT analysis
STRENGTHS
WEAKNESSES
Light Weight (116 g)
No clearly defined target
4.3 inch Super AMOLED Plus Display
Slimmest smartphone (8.49 mm)
Smaller amount of applications
compared to the Apple’s AppStore
Strong Durability
Expensive price
Strong customization ability
Fast performance
HSPA + (2 times faster internet speed
than 3G)
Locked to a specific carrier
Lack of a trendy image
Does not have a specialty feature
Can use external memory
Available to most of the major carriers
(AT&T, Verizon, T-Mobile, US Cellular)
OPPORTUNITIES
THREATS
The expanding Android market
IPhone 5 release
Larger number of people using the
internet for multimedia purposes
IPhone 4 release on Verizon
Consumers dropping out from RIM
Big market of non-smartphone users
No current position within the market
– easier to create positioning from
scratch than rebuild
Increasing importance of Social
Networking
Increased power of competitors that
use the Android O/S (HTC, LG, Sony
Ericsson)
Lack of a cult which Apple has
Unlocked features of future
smartphones
Non-smartphone users’ perception
that smartphones are hard to use
Consumers’ increasing desire for a
multipurpose phone
The key issue that the Galaxy S2 is suffering from is the lack of a trend that Apple has. Whereas
RIM has a business-related image, and Apple has a very trendy image, Galaxy S2 needs an image
that can be fixed. The creation of such image can lead to a unique consumer loyalty that cannot be
penetrated by any other competitors.
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business objective
Expand smartphone market share of Samsung Galaxy S2 users by 5%.
strategic targeting
Males and females 18-34
Full-time college students or employed full
time
Enjoy being up to date on technology
Get most entertainment from the Internet
Heavy Internet users, video streamers,
music and video downloaders, gamers and
bloggers.
marketing objectives
Get non-smartphone users to upgrade to the Samsung Galaxy S2 in 2011.
Get current Samsung cell phone users to upgrade to Samsung Galaxy S2.
marketing strategies
PRODUCT
Develop a convenient portable charging device
that enables consumers to charge their phones
anywhere
PLACE
Create an in-store experience center highlighting
the entertainment capabilities of the Samsung
Galaxy S2.
POSITION
Position the SGS2 as the top tier entertainment
featured smartphone
PROMOTION
Promote the SGS2’s Super AMOLED Plus screen and
HSPA+ capabilities.
PRICE
Develop pricing plan to encourage people to
upgrade to stay within the Samsung brand
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advertising objectives
Convince consumers that are unsatisfied with their entertainment that Samsung Galaxy S2’s
entertainment features are the best in the market.
Convince consumers that Samsung Galaxy S2 is high quality product in the new trend amongst
smartphones.
Increase brand loyalty among current users and perspective users.
advertising strategies
Develop integrated interactive and traditional media plan, with a “big splash” launch from May
continuing until Christmas season.
Implement a social media campaign to allow consumers to engage with the brand in a high quality
experience.
Launch a new website that highlights the entertainment possibilities of the Samsung Galaxy S2.
Showcase Samsung Galaxy S2’s partnership with Hulu.
rationale section
We need to make the Samsung Galaxy S2 a major competitor in the smartphone market with a
distinct focus as an entertainment phone.We need a brand loyal bond between Samsung and its
consumers, and these strategies will strengthen that bond.
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media objectives
GEOGRAPHY
We will advertise nationally
with a heavy up plan in the major
metropolitan areas of New York, Los
Angeles, Chicago, Dallas, Houston,
San Antonio and San Francisco.
These are trendy areas with
heavy Internet usage. According
to Simmons, a large index of our
target lives in these areas, probably
on college campuses or in young
professional areas of these cities.
We need to be right in with our
competitors, giving our target all the
information they need to choose the
Samsung Galaxy S2.
SEASONALITY
Our campaign will start in May
of 2011. In mid-May the Samsung
Galaxy S2 will be released in the
U.S. We will launch our campaign
just before the US release and push
heavily through July. The campaign
will continue lightly until November
where we will begin our strong
holiday push. The campaign will
end in January.
Cell phone shopping does not have
a designated strong purchasing
period, but from experience many
people purchase during the holiday
light
heavy
may 2011
season. By starting heavy in May
we will generate buzz for the S2
and keep it on the top of mind of
consumers and continue the
advertising through the summer
and fall so consumers ready to
upgrade do not forget about the
product. During the holiday season
our competitors will be offering
good deals and we need to offer
something better to make the
Samsung Galaxy S2 the number
one gifted smartphone next holiday
season.
july 2011
heavy
nov 2011
jan 2012
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SCHEDULING
Our media scheduling will occur
during each week of the month
during our heavy pushes in May
thru July and Nov thru January. We
will schedule advertising Monday
thru Friday from 7pm until 2am and
on the weekends advertisements
will run from 4pm until 11pm. During
the lighter months of our campaign
we will advertise 10 days out of the
month and advertisements will run
at the same times as mentioned
above.
WEIGHTING
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We need to be on when our target
is consuming the most media and
will most likely see our commercial.
Our competition will also be on
during many of our key day parts
but if we do not act as a counter to
their advertisements the Samsung
Galaxy S2 will not compete as well
in the market.
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advertising role
The advertising creative must emphasize on the entertainment features and at the same
time create a trend.
creative big idea
The “Big Creative Idea” of the
Samsung Galaxy S2 campaign will
be focused on the smartphone’s
multimedia features. To reinforce
this idea, the campaign will consist
of the “Hand,” and “Galaxy.” The
main theme of the campaign will
thus be the “Hand” playing around,
and controlling the “Galaxy.” The
copywriting used will be “Your
Hands on the Galaxy,” as to
emphasize the freedom a person
can achieve through Galaxy S2’s
multimedia functions. Lastly, two
hands and arms will appear at the
end of the commercial creating a
“S2” sign that can also look like a
heart shape to gain attention and
to let consumers better recall the
campaign.
key message
The key message that the advertising must deliver is to imprint the “Trendy Entertainment”
image of Galaxy S2.
tone & manner
The tone and manner of the creative should be entertaining, and at the same time
persuading. No voice will be appearing in the advertisement, but the part where the girl
speaks after the hand picks up the phone. The background music, however, will be a
futuristic and electronic music piece.
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flowchart
Jan
Feb
$23,721,222
Feb Mar Apr May
Media Tactics
Jan
Online
Hulu
Pandora
SEM
SEO
Mobile
Location-Based
Applications
Social (non-paid)
Social (paid)
Out-of-Home
Media
Tactics
$2,789,550
budget
Online
Nov
Dec
Total
Oct
Dec
$107,409,696
Sep
Nov
$17,970,108
Aug
Oct
$14,363,352
Jul
Sep
$245,124
Jun
Aug
$4,386,114
May
Jul
$2,645,748
Apr
Jun
$25,655,862
Mar
$15,623,616
$3,000
$5,556
$3,000
$5,556
$3,000
$400,000
$5,556
$3,000
$800,000
$50,000
$27,000
$723,444
$3,000
$5,556
$544,336
$3,000
$5,556
$723,444
$3,000
$5,556
$544,336
$3,000
$5,556
Hulu
$3,000
$5,556
Pandora
SEM
$5,556
$5,556
$11,112
$11,112
$5,556
$11,112
$11,112
$5,556
$11,112
$11,112
$5,556
$11,112
$11,112
$5,556
$11,112
$11,112
$5,556
$100,000
$100,000
$50,000
$400,000
SEO
$5,556
$11,112
Mobile
$5,556
$11,112
LocationBased
$11,112
$360,000
$11,112
$18,900,000
$11,112
$3,000
$11,112
$1,200,000
$11,112
$1,200,000
$11,112
$1,200,000
Applications
$1,200,000
$129,064,476
Social (nonpaid)
$330,000
$19,609,444
$1,200,000
$1,200,000
$15,599,688
$1,200,000
Social (paid)
$3,822,084 $5,622,540 $1,481,460
$1,200,000
Out-of-Home $1,200,000
$26,892,198
$4,020,330
$26,955,338 $16,859.952
Total
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data analysis
SIMMONS CHOICES 3 - 2008
Top websites used in the last 30 days amongst 18-34 yr olds, using the internet as their prime
REACH
COMPOSITION
Rank Website
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
google.com
yahoo.com
mapquest.com
youtube.com
ebay.com
myspace.com
amazon.com
weather.com
hotmail.com
bestbuy.com
msn.com
AOL.com
ask.com
expedia.com
barnesandnoble.com
Reach Index
64%
46%
35%
34%
34%
33%
31%
21%
20%
20%
18%
17%
13%
13%
12%
157
170
142
225
193
244
183
163
204
189
156
161
169
164
179
Rank Website
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
gamespot.com
download.com
facebook.com
imdb.com
myspace.com
about.com
sony.com
hp.com
youtube.com
pricegrabber.com
ea.com
fandango.com
washingtonpost.com
hotjobs.com
cnet.com
Composition
47%
40%
40%
39%
37%
35%
35%
34%
34%
34%
34%
33%
33%
32%
32%
SIMMONS ANALYSIS
The websites with the most reach were portals, email service providers, social media sites and
some online shopping sites. These are common websites more many people in the population and
are not extremely targeted to our audience.
The sites with the best composition of our target were sites that we would more likely consider for a
larger buy during our peak times. They consisted of streaming and downloading sites, social media
sites and general technology sites. These sites will be a place where our target will more likely be and
will result in a greater click through for each advertisement.
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data analysis
QUANTCAST DECEMBER 2010
Top advertisements amongst 18-34 yr olds, making $0-$60K, and are in college or full-time
employed
COMPOSITION
Rank Website
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
baby2see.com
hondamarketplace.com
apunkachoice.com
abandonia.com
zilivia.net
womenshealthcaretopics.com
forexfactory.com
sohh.com
pregnancy-info.net
pregnancy.org
storknet.com
wrestlezone.com
worldofflogs.com
sandrarose.com
hondaswap.com
COVERAGE
Compostion Index
22%
21%
20%
20%
19%
19%
19%
19%
19%
19%
18%
18%
18%
18%
18%
157
170
142
225
193
244
183
163
204
189
156
161
169
164
179
Rank Website
1
2
3
4
5
6
7
8
9
10
google.com
facebook.com
youtube.com
yahoo.com
amazon.com
msn.com
live.com
ebay.com
answers.com
ask.com
Coverage
80%
76%
64%
62%
50%
44%
43%
30%
30%
28%
QUANTCAST ANALYSIS
Most websites that had high index and composition rates related to topics such as pregnancy,
babies, the automaker Honda, and various others. However, the websites ranked in the top 15
showed average visitors per day that were less than 30,000, making them ineffective for the
advertising campaign of Samsung Galaxy S2.
On the other hand, the top 10 list based on reach were portals, video-streaming, and social
networking services that consist of more than 60 million visitors per day. Because these websites
consist of heavy audiences, it is effective to advertise on these spots to our target consumers
especially with targeted ads.
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data analysis
OTHER MEASURES AND FACTORS
We have analyzed the lists of websites we found in both Simmons and QuantCast, and have come up
with another list of websites that our target is also visiting.
These websites apply to our 18-34 demographic but also appeal to men and women who use the
internet for their main source of entertainment, enjoy staying current with technology, and download
and stream music and movies. These sites also embody the aspects we are highlighting in the
Samsung Galaxy S2, creating a good atmosphere around our messages.
ALTERNATIVE WEBSITES
mashable.com
engaget.com
huffingtonpost.com
photobucket.com
flickr.com
ROLE OF ONLINE ADVERTISING
linkedin.com
twitpic.com
mtv.com
grooveshark.com
twitter.com
Online advertising plays a key roll in our media plan. We know that our target consumes most of
their media online, along with most of their news. They also use the internet as their main source
of entertainment. Our consumer is online and therefore we need to be online. With a strong online
presence our consumer will more likely see us and become more familiar with our brand. The online
advertisements will be our main way to grab the consumer’s attention. They will be the hub of
information, leading to the purchase point and social media communication.
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creative units
The creative units that should be in the media
plan are “High Implicit Units,” rich media, and
video units. These three creative units will put
more emphasis on its multimedia features. In
order to incorporate this, simple flash games,
short videos, and a simple experience-it-yourself
flash screens of the Samsung Galaxy S2 will be
provided as advertisements to get the consumer
more involved.
The timing of the advertisements is essential
to Samsung Galaxy S2 as there are various
competitors that strive to gain consumers’
attention. In order to defend and at the same time
expand the smartphone market share, strategic
planning of timing is critical to the success of
Samsung Galaxy S2.
The launch timing of the online ads will start
from mid-May, a month before the release of
the Galaxy S2 to increase the awareness of the
product. The ads are to be intensely distributed
throughout the target websites from 7 pm to 2
am Monday thru Friday and 4pm to 11pm on
weekends until the end of July.
By continuously exposing the product ads via the
use of rich media, “high implicit units,” and video
units throughout this period, the memories will get
imprinted among the target consumers, ultimately
leading them to purchase the product.
After mid-July, the ads should be timed for
weekdays during after business hours (4 pm – 2
am), with heavier focus during prime times (7
pm – 11 pm), and on weekends from 4 pm to 11
pm, as that time of the day is when students or
employees have relatively free time to use the
Internet.
Starting from 3 weeks before Thanksgiving
through December 24, the timing and intensity
will return to what it was for the launch, as this
period is a strong purchasing time.
The creative online ad contents should
change based on the season because uniform
advertisements could create frustration rather
than positive attitudes towards Samsung Galaxy
S2. To address this, the flash games should
change according to season, encompassing
contents realted to a specific holiday or season.
The videos should basically follow the big
creative idea, highlighting the entertainment
features of the phone and incorporating the
“hands on the galaxy” theme.
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targeting & ad buy
TARGETING
Online targeting will be an effective way to reach our target consumer. Composition based targeting
is one type that we are already doing with the types of websites selected for this campaign. We
have evaluated the sites based their composition of 18-34 year olds, how their content relates to
technology and the reach each site offers and have chosen those that we think will have the best
success.
Going further into these sites, we will use contextual targeting to place advertisements within
certain areas of sites. For example, within Mashable and Download.com we could choose to place
advertisements only within their mobile or technology sections, rather then placing them anywhere
on the site. This will help target specific users looking for information on smartphones and new
technology.
Breaking our targeting down even more, we could use behavioral targeting. This would allow us to
track the internet habits of a group of individuals and place advertisements on sites that they visit
often. We could do this through our ad buys on sites like Yahoo, and track behaviors such as visitors
of tech sites, clicks on advertisements of tech products and people searching for tech related items.
ONLINE AD BUY RECOMMENDATION
On the accompanying page, we have listed the websites we will specifically buy for this campaign.
The sites are also broken down to show the creative unit we will purchase along with the months
each ad will run.
We have chosen these sites because they are a good mix between sites with wide reach, sites with
interactive components, and sites with a strong composition of our target market. On the sites with
the strong interactive components and targeting abilities we have purchased most of our rich and
targeted media, during our heaviest advertising periods. On the sites with great reach and not as
much interactive ability we have purchased mostly non-targeted ads across our advertising season.
24
media buy
linkedin.com
Takeover
CPM
$30
1
1
10
3
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
1
1
1
4
5
1
1
4
1
1
2
2
1
2
$30
2
Video Ads
1
2
122,207
14,409
7
10
1
7
11
5
2
1
7
1
1
1
11
1
1
1
100
1
1
15
1
1
15
1
1
2
2
4
1
21 4
1
14
1
1
2
2
27,753
1
$24
2
5
2
Targeted Rich Media
2
1
9
1
Non-targeted Rich Media $18
2
1
2
110,783
$24
2
1
2
1
Targeted Rich Media
$30
1
2
1
110,783
Video Ads
$24
1
1
1
$30
1
89,454
Non-targeted Rich Media $18
2
1
2
1
Takeover
1
14,409
Targeted Rich Media
$24
2
1
1
1
27,753
Targeted Rich Media
2
1
22,585
Non-targeted Rich Media $18
28,099
Non-targeted Rich Media $18
1
1
1
3,303
Non-targeted Rich Media $18
1
2
21
1
1,264
Non-targeted Rich Media $18
1
4
1
22,585
2
122,207
000’s Reached Creavtive Unit
NUMBER OF INSERTIONS PER WEBSITE PER CREATIVE UNIT PER MONTH
youtube.com
Top 10 Site Name
Sites
1
amazon.com
yahoo.com
3
MTV.com
2
4
6
mashable.com
myspace.com
7
download.com
5
8
IMDB.COM
twitpic.com
9
10
1
0
$18
0
Non-targeted Rick Media
0
10,315
TOTAL
25
Jul
Aug
Sep
Oct
Nov
$259,362
$4,322,700
$1,296,810
$7,976,376
$259,362
$864,540
$3,330,360
$1,994,094
$259,362
$864,540
$666,072
$2,497,770
Jun
Total
May
Dec
Apr
$10,998,630
Feb Mar
CPM
$3,666,210
Jan
Creavtive Unit
$3,666,210
$36,662,100
000’s
Reached
$30
$7,332,420
$3,666,210
Takeover
$7,332,420
122,207
$7,332,420
$24
$7,332,420
Video Ads
$18
$7,332,420
122,207
Targeted
Rich Media
$259,362
$864,540
$666,072
$499,554
$6,069,348
$8,587,584
$259,362
$864,540
$666,072
$499,554
$1,348,752
$653,994
$2,146,896
$18
$864,540
$666,072
$499,554
$1,348,752
$59,454
$2,146,896
$30
$666,072
$499,554
$1,348,752
$118,908
$25,655,862
$2,645,748
$4,386,114
$185,670
$245,124
$185,670
$14,363,352
$185,670
$406,530
$17,970,108
$185,670
$406,530
$107,409,696
$2,042,370
$2,845,710
$59,454
$159,264
$59,454
$22,752
$15,623,616
$1,355,100
$23,721,222
$677,550
$22,752
$2,789,550
$59,454
$59,454
$30
110,783
Non-targeted
Rich Media
$24
$499,554
$674,376
$59,454
$18,611,544
110,783
Targeted
Rich Media
$1,348,752
$59,454
$45,504
$406,530
$2,658,792
89,454
Non-targeted
Rich Media
$24
$118,908
$22,752
$406,530
$2,658,792
14,409
Video Ads
$18
$45,504
$406,530
$5,317,584
14,409
Targeted
Rich Media
$24
$677,550
$2,658,792
27,753
Non-targeted
Rich Media
$18
$406,530
$5,317,584
27,753
Targeted
Rich Media
$18
$406,530
$1,994,094
28,099
Non-targeted
Rich Media
$30
$1,994,094
3,303
Non-targeted
Rich Media
$18
$185,670
$1,994,094
1,264
Takeover
$371,340
$2,146,896
22,585
Non-targeted
Rich Media
$185,670
$2,146,896
22,585
$371,340
COST OF ONLINE ADS PER WEBSITE PER MONTH
twitpic.com
IMDB.COM
download.com
mashable.com
linkedin.com
myspace.com
MTV.com
amazon.com
yahoo.com
youtube.com
Top 10 Site Name
Sites
1
2
3
4
5
6
7
8
9
10
$185,670
$0
$18
$0
Non-targeted
Rick Media
$0
10,315
TOTAL
26
flash ads
This Flash ad delivers the creative ideas in that it encompasses the shape of
Galaxy S2, and the phrase “YOUR HANDS ON ( ).” It also shows the various
entertainment features of the product, from books to movies. By combining all
these aspects, a consumer is expected to get informed about how the different
medium will show on the actual Galaxy S2, as well as learn about the diverse
features of the product.
This flash ad highlights the various entertainment aspects within this phone.
It incorporated the Samsung Galaxy S2 logo along with the hands and galaxy
ideas. The various apps dissolve into the galaxy keeping the viewer interested
and then the phone appears suggesting that these apps can be found within.
27
streaming video
The client should also consider advertising
on Hulu.com because it perfectly fits into the
main features of Samsung Galaxy S2. As the
product of the client puts greatest emphasis on
its multimedia functions, Hulu.com is among the
biggest spots where the online ads will effectively
target consumers.
players skins should be designed as the shape
and details of a real Galaxy S2 that envelops the
player, as to highlight how the video would look
like on the product. This can also increase the
overall familiarity of consumers towards Samsung
Galaxy S2.
The ad units or formats that the client should
try are the custom instream video ad, instream
video ad, and the branded player skin. The
custom instream video will be effective when
it includes the phrase “Also watch this with
same quality while you’re on the move,” directly
relating to the mobility of Samsung Galaxy S2.
The instream video ads will feature the actual
TV commercials of the product. The branded
Hulu.com can do better than other online
websites in ways that it can highlight the
multimedia functions of Samsung Galaxy
S2. As Samsung Galaxy S2 provides higher
definition qualities with its AMOLED PLUS
screen compared to other smartphones, getting
consumers to imagine watching Hulu.com videos
through it can bring better effects than other
websites. Hulu will cost $723,444 for one month
of advertising.
Example: Hulu.com
Example: Pandora
streaming audio
Our target consumer is an online expert and
the internet is their main source for entertainment
and this goes for radio as well. More people are
streaming radio to their phones then ever. Our
campaign to needs to be where they like to listen
to music. According to a Pandora white paper,
their main audience is 18-34 year olds, our target
consumer. Also these consumers are not only
using Pandora on the internet but are using it on
their mobile phones, much like they could on the
Samsung Galaxy S2.
28
The audio and display ad format along with the
mobile display ads are the suggested format for
our campaign. The audio and display ads will
reach our audiences who are be listening but
possibly not looking at the screen. But the added
display ad will be a clickable addition for those
who want more information. Also the mobile
ad will reach our targets that already own the
Samsung Galaxy S2 and are listening to Pandora
on their phone. Pandora will cost $544,336 for
one month of advertising.
search engine marketing
DESCRIPTION AND BENEFITS OF SEM
Search engine marketing is becoming one of the key factors that the advertisers consider when
promoting their products. This is mainly because a high portion of the U.S. population is making
use of “search” via web portals such as Google, Yahoo, Blekko, and various others. Search engine
marketing can become an essential part in the marketing plan because consumers are highly
involved when purchasing products like smartphones. They search for features and reviews of the
smartphone, all these efforts made due to the high price of the product. Because of this, it would be
possible for Galaxy S2 to gain more market share in the smartphone market if they do well on the
search engine marketing, since many consumers will be looking for information regarding the product.
If Samsung Galaxy S2 can give them the adequate information they need, the more chances are that
such satisfaction will lead to purchase.
RATIONALE & ROLE OF SEM
Search engine marketing can be an important part of a marketing plan. In our campaign, SEM
will help to convince possible consumers that the Samsung Galaxy S2 is a high quality product in
the smartphone world. According to Google AdWords, many people search terms such as best
smartphone and smartphone reviews when looking for a smartphone. Through SEM we can make
sure that the Samsung Galaxy S2 will be at the top of their search and the first thing they see when
searching. This will help keep the Samsung Galaxy S2 at the top of mind for those looking for a new
cell phone.
VISUAL OF SEARCH AD
Created with Google AdWords
29
DESCRIPTION & RATIONALE FOR TIMING
The timing and geography for the SEM buy was determined due to the media plan. We should
purchasing SEM from May 2011 until January 2012. We suggest running the SEM as a national
campaign due to overall national plan we are running. Although we are highlighting certain cities for
heavier media, we also recommend not to limit our SEM to only these major metropolitan areas.
LANDING PAGES
Landing page for Samsung Galaxy S2
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Mobile landing page for
Samsung Galaxy S2
search engine marketing
ROLE OF SEO
By optimizing the landing site of Samsung Galaxy S2, it can raise the awareness of prospect
customers who are searching the web for a specific product category, in this case “smartphones.”
It is more effective in the delivery of information compared to traditional or digital media because
the customer who is transferred to the landing site from the search portals will be able to find
more detailed information that other types of media could not cover. To add on, the search engine
optimization, since it is searched on one’s free will instead of being forced to see as in the case of
advertisements, arouses almost no negativity among customers who face thousands of “forced” ads
in a daily basis.
ANALYSIS OF SAMSUNG GALAXY S2’S CURRENT WEBSITE
CONTENT
Shares great contents, but lacks contents in the
“video” section. The website should consider getting
rid of the section or upload more contents to it
OVERALL STE STRUCTURE & HIERARCHY
Separated information sections - Features &
Specification - should be combined in order not to
confuse viewers
INBOUND LINKS
Not doing a great job here, since not a single
search result returned when searched on Google by
“link:http://www.samsung.com/global/microsite/
galaxys2/index.html
CLARITY OF COMMUNICATION
It is conise, and the unique descriptions of the
product “Vivid, Slim, Fast” can be seen directly
from the microsite.
DESIGN
The overall design follows the image of Galaxy S2.
as it uses colors of the universe as its background
color. However it lacks simplicity as it uses too much
colors iiat places they do not need them.
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ANALYSIS OF SAMSUNG GALAXY S2’S SEO
Using Google as the search engine, keywords “Samsung Galaxy S2, Samsung Galaxy SII,
Samsung Galaxy S 2, Samsung Galaxy S II, Samsung Galaxy, Galaxy S, Galaxy S2, Galaxy S 2,
Galaxy SII, Galaxy S II, Galaxys, Galaxys2, Galaxy S2 Samsung, Galaxy S 2 Samsung,” resulted in
the landing website of Samsung Galaxy S2 to rise to the top. The similarities of the keywords were
that they all contained the specific name of the product or the company.
Considering that the landing website did not even appear on the first page when keywords such as
“android smartphones, Samsung Smartphones, and best smartphones” were typed on the search
box, it seems that Samsung Galaxy S2 is not doing a good job in SEO.
RECOMMENDATIONS
It is essential for Samsung Galaxy S2 to embed several keywords to their site in order to rise on the
top in natural search. The 20 words suggested are as follows:
recommended keywords
1
2
3
4
5
6
7
8
9
10
slimmest smartphone
fastest smartphone
light smartphone
wide smartphone
super amoled plus
hspa+
luxury smartphone
android smartphone
multimedia smartphone
samsung smartphone
11
12
13
14
15
16
17
18
19
20
smartphone reviews
best smartphones
nfc enabled smartphone
dual core application processor
dual core smartphone
vpn enabled smartphone
cisco webex enabled smartphone
new smartphone
entertainment smartphone
smartphone design
COMPETITIVE ANALYSIS
The two major competitors that make use of SEO on Google search engine are HTC and RIM.
Other main real-world competitors like Apple, Sony-Ericsson, Motorola, and LG are not doing a good
job on the natural searches. Although RIM does appear on the first page of Google’s natural search, it
only appears when certain keywords like “Affordable smartphone” or when incorporated with wireless
carriers. However, HTC is doing a good job in SEO since it appears on the first page of Google
search when the keyword “Smartphone” is typed. No other smartphone was on the first page other
than HTC when such keyword was searched. Other keywords that HTC makes use of are “cheap
smartphones, Android smartphones, fashion smartphone, and business smartphone,” making HTC
the biggest competitor in SEO.
32
mobile marketing
ROLE OF MOBILE
Mobile is a great way to target current Samsung Galaxy S users. Part of our objectives is to get
current Samsung Galaxy S users to upgrade to the Samsung Galaxy S2. From looking at Simmons
data we know that current consumers use their phone for entertainment, shopping and other web
related activities. Mobile advertising will place ads within the programs they are currently using on
their smartphone. Also, even though our campaign is not targeting other smartphone users, there is
still the possibility of other users seeing a mobile ad and deciding to switch to the Samsung Galaxy
S2.
TACTICAL PLANS AND ADVANTAGES
MOBILE SEARCH
More searches are done through smartphones,
creating better user experiences.
It can also give out places where they sell Samsung
Galaxy S2.
DISPLAY ADS
Creative way of catching consumers’ eyes.
It also provides an interactive experiece which lets
them explore unique features.
VIDEO ADS
Can help highlight the great entertainment features
of Galaxy S2.
Can also give the closest experience they can have
in exploring the phone next to direct experience
COST
New York City, Los Angeles. Chicago, San Antonio
may 2011
total cost: $800,000
dec 2011
33
INTEGRATION
specific promotional idea
Twitter (tweets), Facebook (official page), apps (Galaxy
World), directmails, and most importantly, IN-STORE ADS to
inform currrent Galaxy S users about the discount event.
Current users of Galaxy S,
after seeing the ads, bring
their old Galaxy S to the
carrier stores for discounted
upgrades to Galaxy S2.
Current Galaxy S users, when
visitng the carrier stores for
upgrades, see the in-store
ad and decide to upgrade to
Galaxy S2.
Give a $100 discount for current Galaxy S users when
they upgrade to Galaxy S2 on a 2 year based contract.
“GET CURRENT GALAXY S2 USERS TO UPGRADE TO GALAXY S2”
business objective
34
location-based advertising&promotions
FOURSQUARE
Foursquare is a location-based social media site that allows users to check-in to places.
BUSINESSES WITH LOCATIONS
Owners can claim their location and create specials
for consumers that visit their location frequently.
Venue Stats Dashboard provides data about
- recent visitors
- frequent visitors
- gender breakdowns
- time of day check-in breakdowns
- portion of check-ins that are shared with other
social media
BUSINESSES WITHOUT LOCATIONS
Foursquare provides brands with pages and badges.
Brands can create their own page and leave tips in
locations relative to their business
Consumers can follow these brands and receive tips
Brands can also create badges to reward check-ins
ROLE OF LOCATION-BASED SERVICES
A location-based campaign can be a great way to get users to become more brand loyal and
to keep the Samsung Galaxy S2 on the top of mind when it comes to upgrading. If we provide
consumers with incentives to check-in or follow our page they will want to continue coming back and
interacting with us through this medium.
TACTICAL EXAMPLE
ALERTING CONSUMERS
Samsung can alert consumers on places where they could purchase Galaxy S2.
They can also alert consumers with this service to deals and promotions on the Samsung Galaxy S2 in store.
35
Applications 1
APP: MY GALAXY
My Galaxy is a social networking game that encompasses location-based services. It is an app
with the following features.
- Player builds his own galaxy by checking into real-world locations, and that place gets put in his
galaxy as a 3D figure.
- By checking in to various places, a player can design his own galaxy.
- When pictures are taken at the spot, it automatically gets stored in the 3D figures.
- Galaxy S2 owners start with a big castle.
- Galaxy S2 owners can get more discounts provided by business locations.
- Players can post things they want on their main buildings to share with their friends.
VALUE OF MY GALAXY
My Galaxy’s value is expected to be significant because it lets consumers want to possess a
Galaxy S2 for its benefits in the app.
- My Galaxy is a combination of three dominating social networking services like Twitter, Facebook,
and Foursquare.
- The app can not only be used as a means to promote Samsung Galaxy S2, but also create its
own revenues with money paid by the venues.
KEY MESSAGE OF MY GALAXY
social networking + entertainment = control your galaxy
MARKETING MY GALAXY
All Galaxy S2 will have this application installed as a default program. However, it will also be
provided through the Android Market and the Apple App Store as well. The price will be free of
charge, and will aim for a viral cycle using the invitation system.
The application will also be placed in some of the rich media ads as an example of the
smartphone’s advatages.
36
Applications 2
APP: GALAXY S2 + HULU
For the Samsung Galaxy S2 app, we have partnered with Hulu to bring Hulu’s streaming
capabilities exclusively to the Samsung Galaxy S2.
- This partnership and app will allow Samsung Galaxy S2 users to stream all of Hulu’s content.
- It will also have a social component where users can see what their friends are watching.
VALUE OF GALAXY S2 + HULU
At this time only the iPhone can stream Hulu videos, but only for those who have a Hulu
subscription. This app will allow Samsung Galaxy S2 users exclusively to stream Hulu videos to
their phones.
KEY MESSAGE OF GALAXY S2 + HULU
The key message of this app will be the exclusivity and easy that the Samsung Galaxy S2
provides for its users.
- The app will be located in the entertainment section of the App Store and will be called Galaxy S2
+ HULU.
- It will have the Hulu icon with the Samsung Galaxy S2 icon overlaid.
- The app will be free to all Samsung Galaxy S2 users.
- This app will help users picture this phone as a premier entertainment device, which is the
position we want.
MARKETING MY GALAXY
we will market this app on in store display experiences to create a known link between the phone
and the exclusive entertainment capabilities it provides.
- The app will also be advertised on Hulu.com for those consumers who are already watching Hulu
on their computers.
- Our advertisements online will highlight this app in conjunction with the phone.
TARGETS FOR BOTH MY GALAXY & GALAXY S2 + HULU
Males and females 18-34
Full-time college students or employed full
time
Enjoy being up to date on technology
Get most entertainment from the Internet
Heavy Internet users, video streamers,
music and video downloaders, gamers and
bloggers.
37
social media (non.paid)
FACEBOOK
- Facebook is the leading social media platform
- Users can connect with friends and share information
- Facebook allows companies to connect with their consumers and share information their
- Information can be sent directly to the users in their news feeds when they opt in to being a companies fan
- This is also a good place to grow company loyalty
- Users share things with their friends and talk to companies
- Medium will help us grow our customer loyalty and stay with the SGS2
- It will also allow users to engage more with the brand
- Facebook page will launch in May with the Samsung Galaxy Experience
- The facebook will highlight the features of the phone and give users the chance to experience all the things
the phone has to offer
- It will also be a hub for the app
TWITTER
- Microblogging site
- Good way to get out information for customers
- Also a great way to provide customer service
- Could help during the first weeks of the release of the product to get people buzzing about the SGS2
- Lots of product updates and the spreading of information about the features of the phone
- Will start in May and heavily post things about the phone when it is first launched and accept customer
questions at all times
38
social media (paid)
FACEBOOK
- Facebook advertising is an extreemely targeted way to advertise online
- With the millions of users sharing what they are interested in targeting is done easily
- Ads on facebook can be shared and have a good organic click through
- Two ways to direct traffic
- Ads will be purchased in May with the release of the phone
- Ads will also be purchased throughout the year to get people to the site to interact with the brand
`
TWITTER’S 3 NEW FORMS OF ADVERTISING
Promoted Tweets 16
- Send a Tweet to your followers first, then promote that Tweet.
- They appear as content in search results, not alongside them.
- Promoted Tweets can be interacted with just like a normal Tweet
- Cost per Engagement pricing
- Promoted tweets are seen when users search for one of the key words attached to your tweet. 18
Promoted Trends 17
- Feature a trend related to your topic at the top if the trends list
- User clicks on trend, taken to timeline with promoted tweet at top
- Great way to amplify discussion
Promoted Accounts.16
- Part of the Who to Follow list
- Highlight your account to users most likely to follow it
39
out-of-home advertising
WHAT IS OUT-OF-HOME ADVERTISING?
Out-of-home advertising refers to any advertising that reaches the consumers outside their homes.
DIGITAL OUT-OF-HOME ADVERTISING
- Screens
- Kiosks
- Jukeboxes
- Jumbotrons
NON-DIGITAL OUT-OF-HOME ADVERTISING
- Bulletins
- Bus/taxi advertising
- Communter rail displays
- Lamppost banner advertising
- Posters
- Wallscapes
- Premier squares
- Street advertising
HOW DO THEY WORK?
Out-of Home advertising, unlike other types of advertising mediums, cannot be turned off, zapped
through or avoided. It provides non-invasive yet impactful and effective presence while the advertiser
still controls ad placement. Outdoor media is effective in that the ad-to-consumer gets connected
and that it delivers advertising messages to the right audience at the right time.
WHAT KIND OF TARGETS DO THEY REACH WELL?
It reaches almost every population as long as they are outside their homes. Out-of-Home
advertising, whether the consumers use public transportation or drive, cannot be avoided if they
are outdoors, as they do not have limits in their placement. Since the target population of Samsung
Galaxy S2 engages into various outdoor activities such as shopping, dining out, driving, taking public
transportation, and many others, the Out-of-Home advertising matches well with their lifestyles.
CREATIVE PULLED THROUGH OUT-OF-HOME
The out-of-home advertisements for
Galaxy S2, in order to be intigrated
and consistent with the other
advertisements, will be a touchenabled LCD screen in the shape of a
Galaxy S2.
It will feature similar functions with the
Galaxy S2.
It will also enable consumers to take
pictures using its camera, and send
40
them to their emails
integration section
MEDIUMS
All of the mediums should be integrated in a way that they show the basic layout of the
Samsung Galaxy S2. The messages that need to be included in the advertising medium
should be filled in the borders, to let the consumers expect that Galaxy S2 can be used
for almost everything.
MESSAGING
Also, the message inside the advertisements will be consistent, with messages that give
consumers possibilities to control their own galaxy. Thus, the word used for Facebook
advertisements, Twitter accounts, and Google ads was “discover.” For the landing pages, TV
commercials, and Flash ads the “Your Hands on the Galaxy” was used to give consumers
opportunities to “control their galaxies.”
WHY IS THIS NEEDED?
Integration is very important because the messages are usually better imprinted in the
viewers’ minds when they are consistent. However, some changes in the use of such contents
are necessary in order not to arouse frustration and boredom among the consumers. This
is the reason why the integration should take place in almost every advertising medium for
Samsung Galaxy S2.
41
Rank Media
1 Online Advertising
2 Social Media (non-paid)
3 SEO
4 Hulu
5 Applications
6 Social Media (paid)
7 SEM
8 Mobile
9 Pandora
10 Location-Based
42
Rational
Our consumer is online and therefore we need
to be online. With a strong online presence our
consumer will more likely see us and become
familiar with our brand. The online advertisements
will be our main way to grab consumer’s attention.
Social media is the best way to create a loyal brand
community. On social media sites, we can interact
with the consumers and provide them with a user
friendly experience in a space that they enjoy to
interact within.
Our target consumer is extra skeptical of
advertisements when searching online, this is why
it is important that organic search results put the
Samsung Galaxy S2 at the top of the list.
Streaming media is one of the top activities our
target does online. They enjoy watching TV through
this media and understand that for it to be free they
may have to watch a commercial.
These applications provide a user experience that
is exclusive to this phone. The applications provide
services that our target consumers want to use, and
we will provide it for them with their smartphones.
Paid social media is a great way to target
consumers. The targeting capabilities are extensive
and our target is most likely using this source during
their online activities.
When our target is searching, we want to be at
the top of their organic results, but the paid results
can also catch their eye. If we can provide a good
search experience through paid search, we can
keep them coming back to our site.
Our main target is consumers looking to upgrade
to their phone to a smartphone for the first time, so
mobile will not hit our target audience. But it will be
useful to target current Samsung Galaxy S owners
to encourage them to stick with the Galaxy S brand
when they upgrade.
Pandora is a highly used streaming audio station by
our target market but, since our campaign relies on
its visual aspects, audio will not be as effective as
video. But this site has great traffic from our target
audience and if we can get then to watch the ad,
they will remember our brand.
Location-based can be a stretch for this campaign.
Although it could provide a good outlet for users, we
would need to provide a service that will keep the
users interested.
end notes
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2011, from OneSource database.
2. OneSource Corporate Overview Report (2011, Feb). Samsung Electronics Co., Ltd. Retrieved February 2, 2011, from OneSource database.
3. “Values and Philosophy.” Samsung. 2 Feb. 2011. < http://www.samsung.com /hk_en/aboutsamsung/samsunggroup/valuesphilosophy/SAMSUNGGroup_ValuesPhilosophy.html>.
4. Warren, Christina. “ Android & iOS Top List of “Most Desired” Smartphone Platforms [STATS].” Mashable The Social Media
Guide. 1 Dec. 2010. Web. 5 Jan. 2011. < http://mashable.com/2010/12/01/android-ios-nielsen/>.
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2010. Web. 21 Feb. 2011. <http://mashable.com/2010/05/07/mobile-market-share-may/>.
6. Warren, Christina. “What Is 4G? An FAQ On Next Generation Wireless.” Mashable The Social Media Guide. 11 Feb. 2011.
Web. 21 Feb. 2011. <http://mashable.com/2011/02/11/4g-faq/>.
7. Warren, Christina. “Android, BlackBerry & IOS Tied for U.S. Market Share [STATS].”Mashable The Social Media Guide. 1
Feb. 2011. Web. 21 Feb. 2011. <http://mashable.com/2011/02/01/nielsen-smartphone-marketshare/>.
8. Cha, Bonnie. “Next-gen Samsung Galaxy S II Unveiled | Mobile World Congress - CNET Reviews.” CNET. 13 Feb. 2011.
Web. 21 Feb. 2011. <http://reviews.cnet.com/8301-13970_7-20031679-78.html>.
9. Ziegler, Chris. “Samsung Galaxy S II Official: Dual-core 1GHz CPU, 4.3-inch Super AMOLED Plus, Coming This Month
(hands-on with Video).” Engadget. 13 Feb. 2011. Web. 21 Feb. 2011. <http://www.engadget.com/2011/02/13/samsung-galaxy-sii-official-tegra-2-4-3-inch-super-amoled-plu/>.
10. White, Charlie. “Mobile World Congress: Most Buzzed-About Phones, Tablets & Brands [INFOGRAPHIC].” Mashable The
Social Media Guide. 20 Feb. 2011. Web. 21 Feb. 2011. <http://mashable.com/2011/02/20/mwc-buzz/>.
11. Schroeder, Stan. “HANDS ON: LG Optimus 3D.” Mashable The Social Media Guide. 14 Feb. 2011. Web. 21 Feb. 2011.
<http://mashable.com/2011/02/14/lg-optimus-3d-hands-on/>.
12. Schroeder, Stan. “HTC Upgrades Android Lineup With Desire S, Wildfire S and Incredible S.”Mashable The Social Media
Guide. 15 Feb. 2011. Web. 21 Feb. 2011. <http://mashable.com/2011/02/15/htc-desire-s-wildfire-s-incredible-s/>.
13. Schroeder, Stan. “HTC Adds a Facebook Button to Two New Android Handsets.” Mashable The Social Media Guide. 15
Feb. 2011. Web. 21 Feb. 2011. <http://mashable.com/2011/02/15/htc-facebook-button/>.
14. “IPhone 4 - Size, Weight, Battery Life, and Other Specs.” Apple. Web. 21 Feb. 2011. <http://www.apple.com/iphone/specs.
html>.
15. Parr, Ben. “Take a Look at the HP TouchPad, Pre 3 and Veer [PHOTOS].” Mashable The Social Media Guide. 9 Feb. 2011.
Web. 21 Feb. 2011. <http://mashable.com/2011/02/09/hp-touchpad-pre-3-photos/>.
16. Twitter. “Start Advertising.” Twitter Business. <http://business.twitter.com/advertise/start>
17. O’Dell, Jolie. “Twitter Rolls Out New Ads in Trending Topics Section.” Mashable. 16 June 2010. Web. 12 May 2011. <http://
mashable.com/2010/06/16/trending-topics-ads/>.
18. Parr, Ben. “Twitter Promoted Tweets Are Live.” Mashable. 13 Apr. 2010. Web. 13 May 2011. <http://mashable.
com/2010/04/13/twitter-promoted-tweets-are-live/>.
19. Economist (Apr 21, 2011), “Billboard boom: The future of out-of-home advertising is rosy, and digital.” The Economist, retrieved on May 10, 2011, < http://www.economist.com/node/18587305?story_id=18587305&fsrc=rss.>
20. Business Exchange, “Out-of-Home Advertising.” Business Exchange, retrieved on May 10, 2011, <http://bx.businessweek.
com/out-of-home-advertising/.>
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