Question

You are the brand manager for a company that has just invented and patented a special material that can be sprayed on to the heels and soles of virtually any pair of shoes that has a leather sole and heel and makes it "good as new." The product comes with detailed instructions on how it works and how it should be applied. The company even sells a special solvent that will remove the spray on material if the customer so desires. As a brand manager, you have decided that social media would be a wonderful way to supplement and complement your existing marketing plan. You feel that a visual approach is key, as consumers must "see it to believe it."

With the power of these new apps, pick one objective and how you would develop an ad on either platform to suit that objective.

Who would be your target audience?

What actions would you want the targets to take?

How would you measure the success of the campaign - would you use the “direct revenue” or the “captured leads” method for ad valuation/ROI? (The "Promoted Pins" gives firm examples of success).

Possible Objectives

Boost your product discovery

Promote your unique product qualities

Send people to your website

Increase conversions on your website

Get people to claim an offer

Get subscribers / followers

Answer 1

Product Definition

The solvent after getting sprayed on shoes can help restore the quality of the shoes

Advertise on pinterest: Focus on making pinterest a social media tool. Pinterest would be effective in improving brand awareness for the industrial solvent, and allowing target audience to view the various product features through social media.

The Social Media Law : Article 8 of European Convention focus on the right to privacy. Create private stories around application of the brand product, and focus on targeting users across region. Do not target users--who are not from the region.

Advertising Objective: Brand awareness

1.Product Trials : Improve product trials for industrial solvent by 10X

2.Drive Reach : Drive reach by allowing more consumers to interact with the product

3.Create visual Stories : Focus on succesful visual stories of women spraying this product.

Target audience

FOCUS ON TARGET AUDIENCE—ensure that the target audience (men/women) adults, are curious to see the brand application and how the application improves on the shoe quality.

• Ensure that the Competitive Landscape matches with the product visuals
• Provide an overview of product competitors.

Competitor ABC

• ·        Better Strength
• ·        Faster Stickiness

Competitor DEF

• ·        Higher Price
• ·        Durable Shelf Life

I chose to advertise the particular product on Pinterest. I definitely understand that the product can be better viewed on Pinterest in terms of its positioning. Also the product companies can be done with competitor ABC. Also on comparing the spray product with Product DEF--the focus is on driving durable shelf life.

I chose instagram as its overwhelming. Its also high on reach. It focused on direct revenue, as well as also focused on reaching advertisers--which can help distribute the product that is advertised on Instagram. Also the Federal Laws state that the photos cannot be misused by anyone. Usually Instagram followers are affording good quality images--and they do not allow any user to steal images and share.