rolex digital strategy presentation
TRANSCRIPT
“THEY SAY TIME IS MONEY, SO I WENT AND
BOUGHT A ROLEX”A DIGITAL STRATEGY FOR A LUXURY BRAND THAT IS ALREADY AHEAD OF ITS TIME.
THE BIG PICTURE:PCU
• Personalization•Customization
•Understanding
Images via http://bloomreach.com/snap-b2b/, http://opcrat.com/opencart-customization, http://cleantechsg.com/understanding-light-bulbsdid-you-know/
SOCIAL MEDIA
Image via https://www.youtube.com/watch?v=l0D9OWiQAx4
INTERNET MARKETINGImage via Guerrilla SEO
MOBILE STRATEGY"We craft our content thoughtfully, privilege quality over quantity, talk only when we have something to say and when we feel it's right.“ -Rolex
Image via http://www.rolex.com/
BUDGET
$4.6 Billion: Brand Sales
$8.3 Billion: Brand Value
$8,000: YouTube Promotional Video
$10,000: Blogger Promotion
$5,000: Additional Social Media Promotions
TARGET AUDIENCE
Stereotype Audience:
• Business men
• Ages 25-50
• Sophisticated
• Stylish
Vision with Digital Strategy:
• Unisex
• Creative
• Adventurous
• Daring
Image via https://sites.google.com/site/craigparry27/_/rsrc/1351132335422/rhetorical-analysis/Eng102%20advertisement.jpg
KPI METRICS• Demographics:
Image via http://getplayapps.com/office-watch-face-for-wear/
Age
Gender
Race
LocationIncome
Marital Status
Interests
BENEFITS
We want to know what consumers are looking for, what their values are, and how can we meet their needs. It’s not just about Big Data; it’s about translating that into the truth.”
-Gayle Fuguitt, CEO and President of the Advertising Research Foundation
BRAND REJUVENATION
• Broadening target audiences
• Strengthening customer relationships
• Building customer loyalty
• Encouraging creativity
• Motivating brand development