Introduction
A data-driven integrated communication strategy for CrossHelmet’s Kickstarter campaign would increase brand awareness, generate more sales, and differentiate the company from competitor smart helmets. In this paper, a yearlong promotional drive is developed for CrossHelmet based on the analysis of the product, characteristics of the most likely customers, and the relevant industry. The objective is to achieve brand differentiation and raise awareness about CrossHelmet in the target audience in order to influence purchase decisions.
Target Market
The demand for smart helmets is primarily driven by the need for motorcycling safety. These protective headgears contain integrated technologies meant to enhance safety and the riding experience of recreational users who are likely to be youthful males and females. Thus, the millennial generation would be the appropriate target market for this campaign. It comprises people aged 18 and 34 years considered tech-savvy and active social media users (Pew Research Center, 2021). They also are interested in outdoor activities, connectivity, and apps that support real-time access to travel data, including weather updates and GPS directions when riding.
Databases CrossHelmet can Leverage to Build Relationships
Analyzing secondary data can help CrossHelmet define the target market’s psychographic attributes. Whatsgoodly is a useful database for researching about millennial population’s opinions and attitudes across the world. The resource contains millions of views mostly from American college students, which can give insights into the behavior and lifestyles of the 18-25 demographic. The millennial generation is the trendsetter; it influences both older and younger age groups on technology and recreation. The database contains latest micro-poll data on their interests and attitudes towards various issues, ranging from policy matters to brands. Thus, the database would be valuable for understanding their views and awareness of smart helmets.
The Roper Center is another robust database containing data from country-specific public opinion and consumer behavior surveys, with a strong focus on America. It provides curated datasets by leading survey organizations on political and social topics that CrossHelmet can mine for information about the millennial population’s opinions about outdoor leisure activities. Customized searches based on age, ethnic group, or gender can yield insights into the behavior of the target segment. Data on leisure and recreation are particularly relevant to CrossHelmet. Questions about the respondents’ beliefs and attitudes towards mobility and safety can indicate trends applicable to CrossHelmet.
The Consumer Expenditure Surveys by the US Bureau of Labor Statistics (BLS) include datasets on spending, income, and demographic attributes of American consumers. The data come from the BLS polls and provide insights into frequently purchased products. Demographic characteristics used are gender, age, race, and ethnicity grouped according to region. Thus, the database is appropriate for obtaining information about the spending habits of the millennial generation. Additionally, the database also includes information about the amount of time Americans devote to different activities, including working and socializing, which could give insights into the millenials’ fast-paced routines and habits.
Capturing Data on the Target Market
Demographic data can be valuable for analyzing the target market. The unique features of CrossHelmet, including 360-degree visibility, head-up display (HUD), ride data, sound management, group talk, and a one-touch assistant, can help differentiate the brand. However, primary data obtained directly from riders would indicate the best approach to reach the target market. For example, in-depth interviews involving a specific buyer persona for smart helmets can help capture data to build a database. This approach would yield the millennial customers’ attitudes, thoughts, expectations, and fears that CrossHelmet can leverage to sell its brand. In-depth interviews would reveal primary data on key realities crucial to understanding how this market (youthful riders) operates.
Surveys can also help CrossHelmet gather large primary data for building a database. The target demographic should be people aged 18-34 years from different backgrounds. Key survey characteristics, including occupation, interests, leisure activities, and technology use, can yield meaningful data for predicting this group’s future behavior and preferences. However, the company must ask the right questions using appropriate methods – in-person or web-based. This approach helps capture both qualitative information (for unquantifiable behaviors) and quantitative data that require open-ended and closed-ended questions, respectively.
CrossHelmet can also gather audience data for its database through social media analytics. This approach entails monitoring online conversations about the smart helmet industry, the firm, and rival brands. Social media analytics software can help mine data from different social media platforms about customer experience. Audience analytics can be useful in identifying and segmenting personas for CrossHelmet. Their attributes, interests, and behaviors shared on social media will be archived in the database to inform personalized marketing. Soliciting views from new visitors to the Kickstarter campaign website will also help populate the database.
Critical Customer Touch Points
Touch points denote key interactions between a firm and a consumer that shape the customer experience. They also influence brand perception and purchase decisions, and therefore, the customer journey must be optimized to increase sales. One touch point considered critical for Helmet to build a relationship with its target market is social media since youthful riders are active in these platforms. They represent a cost-effective strategy for connecting with new customers, growing brand awareness, and engaging a wider target audience. Product reviews and descriptions in brand-owned (CrossHelmet) social media pages – Facebook, Twitter, and YouTube channel – can influence purchase decisions.
Partnerships with social influencers and motor cycling bloggers represent a valuable touch point can result in more conversions from visits. The influential figures can be a credible source of information about CrossHelmet to their followers. A third critical touch point is search engine optimization (SEO) of the Kickstarter website. CrossHelmet can use optimized search words and content to direct traffic to the site. The approach will increase the website’s visibility to the target audience and optimize the purchase experience.
Digital marketing content, such as reviews and promotional infographics about CrossHelmet brand posted online, comprise another critical customer touch point. Traffic from these links should be directed to product pages and customer support to ensure a smooth purchase experience. Online product catalogues also present an excellent medium for promoting CrossHelmet among customers. An image of the smart helmet, product description, and add to cart features will persuade customers to make a purchase.
Social Media Marketing
The objective is to enhance the target audience’s interaction with CrossHelmet across different social media channels. Different platforms will be used to reach the millennial generation and share brand details, CrossHelmet’s features, and updates. Since this group may distrust information from sponsored ads, the campaign will not utilize paid social media advertising. Each platform will be designed to support interaction with uses and promote sharing of brand information and updates among friends.
The campaign will employ an integrated marketing communications strategy using different social media platforms based on usage levels of American youth. According to the Pew Research Center (2021), YouTube ranks as the most preferred site by millennial internet users, with 95% penetration in this group. Facebook, Instagram, Snapchat, and Twitter also have a significant reach in the target market. All these platforms will enable CrossHelmet to interact with the youth on various levels. YouTube will allow millennials to watch and share videos of their rides, routes, and locations with other riders using a CrossHelmet. Promotional and demo product videos will be posted on YouTube to engage the millenials and boost consumer interest.
Facebook will enable millennial users to like the product and post comments on CrossHelmet’s wall. Regular updates on this page will keep the audience engaged and raise their interaction with the brand. In contrast, Twitter will be useful for providing up-to-date content and real-time interaction between CrossHelmet and its followers through hashtags. Users can also like and retweet updates and messages, further extending the brand’s reach.
Instagram and Snapchat will be utilized to communicate creative ways of using CrossHelmet in a picture format and live videos, respectively. They will also allow users to post their real-time riding escapades with a CrossHelmet on to portray the product as trendy and protective. Snapchat posts will feature stories and video updates by motorcyclists and guest appearances that will also be displayed on all social media platforms. Messages will be posted across these social media outlets to promote consistency and reach. To achieve this goal, the platforms will be interconnected through digital links. Overall, the integration will aim to generate traffic to the Kickstarter website.
Conclusion
The integrated communication strategy for CrossHelmet developed here is geared towards the millennial generation, a target segment likely to buy the smart helmet in the next 12 months. Three databases (Whatsgoodly, Roper Center, and Consumer Expenditure Surveys) provide strategic information about this demographic. However, in-depth interviews, surveys, and social media analytics can generate relevant primary data. Social media marketing using various platforms will help create brand awareness and build an emotional connection with the target audience.
Reference
Pew Research Center. (2021). Social media fact sheet. Web.