canon's new digital strategy: start 2016 off with a bang
TRANSCRIPT
Canon’s New Digital Strategy: Start 2016
Off With a Bang!Strategy By: Chris Ryan &
Associates
The Big Idea
Coming to a digital platform near you!
What Is ?
O Weekly original video seriesO Video tutorialsO Buying tipsO Sales announcements
O Broken into three segments to reach target marketsO Young professionalsO ParentsO Students
O How will Canon Master Class be integrated into digital marketing plan?
Campaign Integration: Social Media
O Original video performs best on social mediaO Include Canon Master Class in routine
original and curated social media content on:O FacebookO TwitterO InstagramO TumblrO Google Plus
Campaign Integration: Blog and Inbound Marketing
O Canon should create a corporate blogO Benefits of having a blog:
O Increased metadata & SEO rankingsO Engaging content lowered bounce ratesO Providing value to customers
O Types of content for blog:O Camera tricks and tipsO Canon Master Class videosO Product specials and deals
Campaign Integration: Online Advertising
O Focus on video-based pre-roll adsO Like the Canon Master Class videos!
O Strategically place video ads to reach the three target segmentsO Young ProfessionalsO ParentsO Students
Campaign Integration: Mobile Marketing
O Create the app: CanonCaptureO Two-part technology
O Software within Canon cameras & mobile app
O Pictures go from camera to mobile app
O Can then be shared to social mediaO Foster community and consumer
engagement
O Consumers also pushed Canon ads to create in-app purchases
Campaign Timeline & Budget
O Timeline:O Start first week of 2016O W/ Pre-production, production and post-
production expect launch in March 2016
O Budget:O Labor CostsO EquipmentO Media Buying
Measuring Campaign Success
O Metrics to measureO Canon Master Class viewsO Customer social engagement (Likes,
Comments, Shares)O Website trafficO Click-through ratesO SEO rankings
O Overall campaign goal: Engage existing customers and increase sales!
Campaign OverviewO Canon Master ClassO Increased brand equity & SEO rankingsO Final results: increased web traffic & sales
O Chris Ryan & Associates look forward to creating and implementing this campaign with the Canon Team!
O Any questions?