The marketing campaigns objective is to significantly increase awareness throughout the target market and induce trial of the service so customers can qualify to compete for a year of free videos. The promotion of the campaign can be viral, using the best contributions to the context to promote it. In addition, the best entries every month will be shown on regional TV and over the Internet on the Redbox website, Facebook and promoted through Twitter feeds. This marketing campaign gets away from using social media to shout at prospects or customers and supports a best practice many practitioners support, which is enabling a two-way conversation with members of a target market or audience (Jackson, 56). Measurement is in how many videos are made, their quality, originality and creativity and how many new customers sign up during the promotion period.
Lists (a detailed description of the lists that you would purchase and a comprehensive statement of the rationale for your selection)
A series of lists would be purchased to support this marketing campaign. Each of the lists is defined below along with the rationale for their selection. The first list would be of all undergraduate and graduate students in the zip codes that encompass Long Island, NY. This would be considered the master list and would be segmented by each college or university in this region. As nearly every one of these students relies primarily on their cell phone or smart phone for staying in touch with friends and family, e-mail address would be leased in this list. Using the zip code as the primary sort key for this first list, it would be possible to determine relative saturation levels of Redbox locations using this criterion.
E-mail messages offering the prospect a free video for signing up online would be sent and personalized to the nearest Redbox locations given their zip code and if available telephone prefix analyzed for city location on Long Island.
A second list of parents of children between newborn and 3 years of age who are either part-time or full-time student at Long Island-area colleges and universities would be the second list used. This list would serve as the basis for the time savings of renting kids movies on the way home from school or work, and would also stress the selection. The contest would also be promoted heavily to this segment, as this group is squeezed on incomes and time and would enter a contest for a full year of movie rentals free.
A third list would be designed for those with kids between the ages of 3 to 12 as the entertainment needs of families change and the value of time becomes even more import as kids get older. This would be a list focused heavily in tome savings for families of student-parents and the cost benefits as well. It would be the most aggressive in promoting time and convenience benefits in addition to quality of programming.
Bernoff, J., and C. Li. “Harnessing the Power of the Oh-So-Social Web. ” MIT Sloan Management Review 49.3 (2008): 36.
Dobson, S., and M. Ness. “Undergraduate students attitudes towards food shopping and attitudes to time. ” International Journal of Consumer Studies 33.6 (2009): 659.
Stuart E. Jackson. “New media: debunking the myths. ” the Journal of Business Strategy 31.1 (2010): 56.
Tim OReilly. “Web 2.0: Stuck on a Name or Hooked on.