Clinton Martin

HW#14 Clinton Martin Auto Automation Audience Targeting Targeting Rationalization Price Range of the Fisker Ocean is $37,499 to $68,999 Car Buying “Rule” Buy cars that are 35% or less of Gross Annual Income B2C Audience becomes people making around $100K to $200K annual household income B2B Audience would be Executives purchasing Fleet Vehicles directly & Personal Drivers Corp Leaders Eco Friendly Consumer Tracking Tracking Has a personal Driver Target driver/staff by occupation Daily commuter with logistical concerns Sees the car in video ads, and Donates to the environment LinkedIn Ad, Business email newsletters Cares about the environment, spends accordingly LinkedIn, Facebook, Youtube Always wants the most current model Needs to be sold the car, doesn’t like to be bothered Long term shopper, spends 2 yrs in the funnel Visits the site regularly, over a long period of time, ideates owning the car Potential company fleet, B2B lead Needs a benefits of the product pitch made briefly and strategically Almost self-converting, but low volume Spends a lot of time configuring the car on the landing page 6 figure income Lower upper-class, upper middle-class Both B2B and B2C campaigns result in the product’s increased public visibility and consumer advocacy A reservation program will create anticipation, leading to free organic traffic Lead generation resulting from these efforts will create robust, internally owned data for Fisker User Behavior Tracking Data Source example Click Thru Ads Social Channel Campaigns Link/Java tracking codes YouTube ads Link/Java tracking codes Google SERP Link/Java tracking codes Leaving a comment on YouTube Comment Radian6 or Visible Technologies Visits Landing Page Follows links Java snippets Creates Member Profile Volunteers Qualified Lead Info Lead Capture Forms Session Behavior (Long-term) Session Heat Mapping Visits Landing Page via Google SERP Promotion Code Trackable links and discount codes Opens B2B Email Email Campaign Metrics Trackable links provided Follows SMS bit.ly links bit.ly link traffic measured Link/Java tracking codes Sees Elevator Display Ads Diagram Key Eco Friendly Consumer- $100K - $200K Annual Household Income Awareness Level campaigning through channels like Facebook, YouTube, LinkedIn, Google Ads, and Google SERP. Augmented by Digital display/TV ads, magazines with a blog, and any digital media with environmentally concerned content. Consideration Level interactions include The product landing page, which collects cookies The product configuration page, triggering a time delayed newsletter, and retargeting campaign. It also saves a user profile with volunteered information, saves session analysis data, and leads to information on financing options. Here, the user takes ownership of their progress through the funnel and becomes an advocate Eco Friendly Consumer- $100K - $200K Annual Household Income B2B Funnel Awareness campaigning through LinkedIn advertising and direct business emails, leading to the scheduling and initiation of a B2B Funnel process. Digital elevator displays and targeted Youtube ads reinforce these efforts, generating “organic” traffic B2B Funnel progress is nurtured by Email correspondence, SMS bit.ly distribution of links, recording of the live B2B presentation, & followed up by delayed correspondence. Funnel drop outs and qualified leads can be rebounded or accelerated & closed by sales reps via phone or digital channels. Reps are enabled to negotiate terms, volume, up and down-selling. B2B Fleet purchasing culminates in Account Management, and allows for Executives to convert a percentage of their corporate fleet into a B2C acquisition. B2B Funnel FISKER.OCEAN.BONUS Reservation Program triggers the volunteering of the following information ● Full Name - aids in lead scoring and verification ● Email Address - primary platform for nurturing efforts ● Phone Number - SMS updates with trackable bit.ly links ● Physical Address - Local parking and charging options deduced ● Credit Card information - Card type, income, & credit score deduced 1- Early adoption campaign via Facebook & LinkedIn 2- Special Invitation Page- targeted toward ideal financial demographics Invitation page directs the user to either product information or application page 3- Similar to a Kickstarter campaign, regular production updates and education vai Email and SMS notices 4- Adaptive email drip campaign (determined by user) onboards user ownership proactively, offering connections to local parking & charging, and helping with other logistical challenges 5- SMS bit.ly notices help generate more internal data for Fisker, and notifies delivery 6- Lead time in a reservation program creates an opportunityParticipants will likely have decent credit, and know enough to care about their scores. The extended delivery period allows for improvements in each applicants credit, before financing the balance of their purchase. Fisker can direct qualified leads to an exclusive credit building/repair partner FISKER.OCEAN.BONUS Thank You HW#14Clinton Martin