Download - USA Digital Marketing 2010

8/3/2019 USA Digital Marketing 2010

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2010 Digital Marketing----Haier in United


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USA Haier Home Page Facebook twitter

banners
http://www.nba.com/video/channels/playoftheday/index.html?ls=GTPromo1


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Social MediaHaier America has tentatively entered the Social media space because of continuedissues with product quality and consumers ability to voice their concerns. We have

created Twitter and Facebook pages to gauge consumer interest in the brand and extendthe Customer Service hand of the company. Weve used both resources to promote the brand but also respond to customer questions and issues. The next step is to fullyengrain ourselves in the online space by providing consumers with information that theyfind useful so they will see us as a relevant brand.

We found success this year promoting the Shanghai Expo contest through Twitter and

Facebook and found that it helped grow both audiences, as well as 2011CES.In 2011, we need to take Social Media to the next level.


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Haier Air Conditioner prmotion


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http://f/%E7%BE%8E%E5%9B%BD%E8%90%A5%E9%94%80/%E8%90%A5%E9%94%80%E6%B4%BB%E5%8A%A8/%E6%95%B0%E5%AD%97%E5%8C%96%E8%90%A5%E9%94%80/2010%E6%95%B0%E5%AD%97%E5%8C%96%E8%90%A5%E9%94%80%E5%B7%A5%E4%BD%9C%E5%88%86%E4%BA%AB110124/Weather%20Channel.ppt


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Unique Value Proposition

The Weather Channel audience, regardless

of whether they watch the cable network,visit weather.com or access our data ontheir mobile devices, is the most alert,engaged, and unique audience anadvertiser can find.

Because they have a personal stake in thecontent, their natural inclination is toremember what they see.


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Promoting Our PartnersTags Online Banner TV Commercial

Regional

Maryland HH Greg Baltimore HH Greg

Massachusetts BJ Boston BJ

Ohio HH Greg Cincinnati HH Greg

Florida BrandsMart Miami BrandsMart

Indiana HH Greg Indianapolis HH Greg

Minnesota Target Minneapolis Target

Illinois - Walmart Chicago - Walmart

California - Walmart Los Angeles - Walmart

New York - Retailer Near You New York - Retailer Near You

Pennsylvania - Walmart Philadelphia - Walmart

National Walmart - 50% Walmart - 50%

Target - 50% Target - 50%


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AC Press ReleaseHaier America Launches Cross-Platform Ad Campaign with The Weather Channel to Promote Innovative Air

Conditioner & Dehumidifier LinesNew York, NY May 27, 2010 Haier America is launching a cross-platform advertising campaign with The WeatherChannel Companies to promote the companys full line of air conditioners and home comfort products. The most comprehensive air conditioner product- focused campaign in the companys history includes a new television commercial, online banners, mobile Web banners and a radio spot. Haier will be promoting eco-friendly air conditionersand dehumidifiers beginning May 27, and running until mid- July. Haiers extensive Energy Star -rated air conditionersand dehumidifiers, with innovative features such as the MagnaClik remote control, offer consumers added benefits while keeping them comfortable, said Kurt Kaufhold, senior vice president of Compacts & Home Comfort Products, Haier America. We have also added Braille text on our air conditioner remote controls, demonstrating Haiers commitment to a barrier free user experience for all consumers.

The creative was developed by 3 Ring Circus out of Hollywood, CA, and offers a simple yet effective messagehighlighting the eco-friendly attributes of the line. Four products are featured in this eye-catching spot. As each productspins into view we see a creative visual interpretation of the word which describes the various key attributes of theHaier air conditioners - Cool, Dry, Quiet and Eco-cool. Each word is appropriatelytextured to reinforce the key product attribute, e.g. the word Cool turns into ice.

Consumers are getting their weather information from all of the platforms that The Weather Channel has to offer; television, online, and mobile, said Richard Block, vice president of Marketing, Haier America. Through this multifaceted advertising campaign, we are able to reach consumers at all of their points of contact, so whenthe summer weather heats up, the Haier brand will be top of mind. Just in time for Memorial Day weekend,

weather.com will display Haiers banner ads which will be tagged with local retailer logos using targeted technology. Stage two of the campaign is a 15-second TV commercial which will air on The Weather Channel network beginningJune 1, corresponding with the first month of summer. The online campaign also includes a version of the televisioncommercial which will run on weather.com. And lastly, weather.com on mobile smart phones will feature Haiers pop -upbanner ad that is clickable through to a retailer landing page for Haier Air Conditioners. A radio campaign kicks off onJune 7, and will run in Haier's largest market, New York on NY's best source for news and weather information, WINSAM (1010).
http://www.youtube.com/user/HaierMarketinghttp://www.youtube.com/user/HaierMarketinghttp://www.youtube.com/user/HaierMarketinghttp://www.youtube.com/user/HaierMarketinghttp://www.youtube.com/user/HaierMarketing


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AC Commercial

Click to Watch


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Haier America Screenshots(Weather.com)


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Haier Mobile Run of Site Placement


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Run of Forecast Multi-State Targeted Above the Fold(Massachusetts)

BJs Creative


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Run of Forecast Multi-State Targeted MID(Massachusetts)

BJs Creative


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Run of Forecast Multi-State Targeted Above theFold(New Jersey)

Target Creative


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Mobile 300x250


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Portable Washer CampaignWe launched our first online campaign for portable washer. The $21,500campaign ran for 2 months June 1 - July 31, 2010 on Amazon.com receivedalmost 9 million impressions, an over delivery of over 800,000 impressions.We received 2,446 Clicks for the campaign giving us a click thru rate of 0.03%(50% above industry average ctr of 0.02%) and a cost per click of $8.79.


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AMZN HomePage targeted to In-Market Shoppers


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AMZN Search Page targeted to In-Market Shoppers

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AMZN BTF Detail Page targeted to In-Market Shoppers

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Product DemosWe also promoted the Portable Washer with a product demo video that wassent to online retailers including Amazon.com. The video was created toeducate the consumer on the product and highlight key features.These online tutorials educate customers before a purchase and reducesupport costs after the sale.

Click the link to see a Demo:http://webapps.easy2.com/cm2/flash/generic_index.asp?page_id=36054270&vid_refer=63532&buyhide=1
http://webapps.easy2.com/cm2/flash/generic_index.asp?page_id=36054270&vid_refer=63532&buyhide=1http://webapps.easy2.com/cm2/flash/generic_index.asp?page_id=36054270&vid_refer=63532&buyhide=1


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Online Campaign for LED TV

We launched our first online campaign for LED TVs on Rhapsody.com, a leading movies and music website. We tagged our leading online partners, Wal-Mart and Target, sending click-throughs directlyto Haier LED TV pages on those sires. Our click-through rate is at 600% better than the industryaverage click thru rate. As of Oct 5 2010, we have received 12 million impressions.

Click to play


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Portable Washer Results

The demo videos were placed on Wal-Mart, Target,Amazon and etc while the online campaign ran onAmazon.com. We had over a 55% increase in online salesfrom January through June compared with 2009. In June,

we had 117% increased in online sales compared withJune in 2009.


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Intelligent & Green

2011 Plan


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Haier Green

Haier America is doing its part to promotesustainability and a healthy planet. We offer a numberof ENERGY STAR and energy saving products thatreduce energy bills at home while protecting the

environment. Our research and development teamscontinually work to improve the energy standards ofour products, bringing eco-friendly appliances intohomes nationwide.

How do we best get out the message that Haier is a good Corporate Citizen?


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Leveraging the PartnershipYear- long program delivering Haier branding and publicity under the Green Message.


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Building the Brand Online


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NBA Social Media Maximize the NBA Partnership

NBA Facebook and Twitter Promotions:The NBA will promote us through their social media resources. Withover 3.4 million fans on Facebook and close to 2 million Twitterfollowers, the NBA is the leading sports property in social media. Wecan use this opportunity to promote specific products or retail partners.With the NBA having such a considerable social media audience, we cancreate programs (like our green programs or Haier Care) designed to live onlyin the social media space (during the Green week maybe). By providing ourTwitter and Facebook followers with exclusive video, we will be able to

leverage the behind-the scenes nature of our assets.


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Concept 1 -Respect theClean: GoHaier

Viral Video


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Concept2 - Haier Acts ofKindnessCampaig

n


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Search Engine Optimization (SEO)

Search engine optimization (SEO ) is the process of improving the visibility of a web site or a web page insearch engines via the "natural" or un-paid ("organic" or "algorithmic") search results . Other forms of searchengine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and morefrequently a site appears in the search results list, the more visitors it will receive from the search engine.SEO may target different kinds of search, including image search , local search , video search and industryspecific vertical search engines. This gives a web site web presence .

Web Press releases to drive traffic to Haieramerica.com

12 SEO Releases: (Green, product promotion, events, sales)

Also with the package we will get: -An account manager to answer any questions you have regarding press releases, as well as give

you advice on how to maximize the effectiveness of the releases from an SEO standpoint -Automatic nationwide distribution with the regional digests -The convenience of getting all your releases at once, and not having to purchase them individually every time
http://en.wikipedia.org/wiki/Web_sitehttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Image_searchhttp://en.wikipedia.org/wiki/Local_search_%28Internet%29http://en.wikipedia.org/wiki/Video_searchhttp://en.wikipedia.org/wiki/Vertical_searchhttp://en.wikipedia.org/wiki/Web_presencehttp://en.wikipedia.org/wiki/Web_presencehttp://en.wikipedia.org/wiki/Vertical_searchhttp://en.wikipedia.org/wiki/Video_searchhttp://en.wikipedia.org/wiki/Local_search_%28Internet%29http://en.wikipedia.org/wiki/Image_searchhttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_marketinghttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/Web_site


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GE is onthe toppositionwhenpeoplesearchenergystarappliances onGoogle


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Google AdwordsSearch Engine Marketing-Paid Search termsA type of contextual advertising where Web site owners pay an advertising fee, usually based on clickthroughs or ad views to have their Web site search results shown in top placement on search engine resultpages. Some search engines will make it easy for users to determine which search results are natural andwhich are paid, while others will mix the results making it more difficult for users to determine which are thepaid search results. Also called sponsored search .

With Google AdWords, you can create and run ads for your business, quickly and simply. Run your ads onGoogle and our advertising network -- no matter what your budget, you'll only pay when people click your ads.Just visit www.adwords.google.com to get started.

AdWords ads are displayed along with search results when someone searches Google using one of yourkeywords. Ads appear under 'Sponsored links' in the side column of a search page, and may also appear inadditional positions above the free search results. That way, you'll be advertising to an audience that'salready interested in your business. You can also choose to display your ads on Display Network sites in thegrowing Google Network . And, you can choose the exact Display Network placements where you'd like yourad to appear, or you can let contextual targeting match your keywords to content.

You can choose from a variety of ad formats, including text, image, and video ads, and easily track your ad

performance using the reports available in your account. There's no minimum monthly charge with AdWords -- just anominal activation fee .

Google Search terms: Haier, green, air conditioner, energy star, eco-friendly appliances...
http://www.webopedia.com/TERM/C/click_through.htmlhttp://www.webopedia.com/TERM/C/click_through.htmlhttp://www.webopedia.com/TERM/W/Web_site.htmlhttp://www.webopedia.com/TERM/S/search_engine.htmlhttps://adwords.google.com/support/aw/bin/answer.py?answer=6119https://adwords.google.com/support/aw/bin/answer.py?answer=91765https://adwords.google.com/select/afpofinderhttps://adwords.google.com/select/afpofinderhttps://adwords.google.com/support/aw/bin/answer.py?answer=91765https://adwords.google.com/support/aw/bin/answer.py?answer=6119http://www.webopedia.com/TERM/S/search_engine.htmlhttp://www.webopedia.com/TERM/W/Web_site.htmlhttp://www.webopedia.com/TERM/C/click_through.htmlhttp://www.webopedia.com/TERM/C/click_through.htmlhttp://www.webopedia.com/TERM/C/click_through.html


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Haier clicks will drive customers to key retailerswebsites to drive sales

Clicks


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Anti-Microbial Technology For Family HealthOnline EduActive Consumer Targeted Demonstration Videos

1 Year Supply of Tide HE Detergent: Special Promotion

Lowes WebsiteOn Smartphone.Landing pageFeaturesHaier LaundryProducts.

Haier Website

On Smartphone or PC

Haier in store


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VI 2010 10 .21

Thank you for your time!

Download - USA Digital Marketing 2010

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