Polaroid Ifah Pantitanonta Digital Marketing
Agenda
Research
Consumer & Goals
Strategy
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About polaroid
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Consumer Insight
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Customer Journey
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The comeback
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User Persona
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Approach
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Competitor Landscape
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S.M.A.R.T. Goals
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SEO/SEM
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SWOT Analysis
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Social Media
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Website Performance
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Research
Polaroid
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The original invention of instant film camera
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“Polaroid” become the term using refers to instant self-developing film
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“We are commit ted to deliveri ng insta nt grati that co fication nnects the wor through ld sharing . In fact conside , we r ourse l v e s to be original the social s haring b rand.”
Polaroid hit its peak in 1970s-80s and fall in 2000s
The Comeback of Nostalgia Age: Opportunity for Polaroid Nostalgia Trend driven by Gen Z Gen Z are now longing for the past, especially one they have never experienced themselves, dating back to when we were not yet born.
Competitors Landscape
Vintage look and feels -
Shoot, Select, and Print
Instant photography as an
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Reliable and versatile film
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Quality of photo printing
art form
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The best results with the
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Digital integration
Advance features allows for more experimentation
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Simple, Shoot and go
Unique photograph outcomes
minimum of effort
S.W.O.T Analysis
Brand Recognition
Diversification in Digital Landscape
Nostalgia-Retro Style Product Aesthetic Unique Photo Result
Targeting niche demographic Technological Challenge Partner and Collaboration
Technological Advance that may overshadow
Price Sensitive Economical factor
Strengths
Opportunities
Weaknesses
Threats
Website Performance: Demographic Key Takeaways -
Age 18- 34 are the main target users
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More male customers
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Interests: Media, Social Network, Community, Hobby and Leisure
Comparison to competitor brand such Instax, there is higher percentage of Female customers.
Website Performance: Social Traffic YouTube is a significant driver of social traffic for Polaroid, showcasing product reviews and techniques that likely influence customer decision-making processes.
Website Performance: Marketing Channels Key Takeaways -
Marketing Channels highly drive from searches
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Low traffic through the referrals
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Very low in display ads and email
Giving the opportunities to develop strategy channel in low channels such email and referrals.
Insights and Goals
Consumer Insights Polaroid Customers are group of people who -
Demographic: Gen Z - Millennial
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Nostalgia Appreciation
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Desire for tangibility and authenticity
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Have an interest and skill in photography
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Look for creativity and experimentation
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Influenced by User-Generated Contents
Nostalgia,
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Intention and purpose driven
Authenticity,
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Value the process of artistic craft over
Creative Freedom,
monetary About the Polaroid’s Product -
The price of camera and film of Polaroid consider expensive compare to competitors
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The ease of use camera is more complex
Keywords
Intentional Doer
User Persona : Creative Student Explorer Sadie Female, 21 Junior College Student Studying in Creative Field
Sadie is a creative and tech-savvy college student studying graphic design. She's passionate about capturing moments and expressing herself through art and photography. Sarah values authenticity and cherishes tangible memories in an increasingly digital world. She looking for instant camera that allowing her to express her artistic mind and affordable budget.
Interests: ● Photography Enthusiast ● Social Media Making ● Design and Aesthetic
Needs: ● Creative Expression ● Value for Money ● Community Engagement
Behaviors: ● Tech-Forward ● Price Value Conscious ● Online Shopping ● Influenced by peers and social media trend
Pain Point: ● Budget Constraint ● Afraid of complexity usage : Complicated functionalities could discourage her from fully utilizing the product's potential
S.M.A.R.T Goals
S.M.A.R.T. Goal
Digital Marketing Goal 1: Increase Online Purchase Conversion Rate to Direct website by 10% within 6 Months
Digital Marketing Goal 2: Increase Social Media Engagement on Instagram and Tiktok by 5% within 6 months
Key Performance Indicators (KPIs)
Goal
Conversion Rate
Increase 5%
Traffic Source Performance: Social Media
Increase to 5%
Website Traffic
Increase to 10%
Customer Retention Rate
Increase to 5%
Number of Followers Likes Comments Mentions Views Shares
Increase to 5%
Digital Marketing Strategy
Strategy Approach
Pain Points
Because adjusting the price is out of capability, what marketing can do is promote the value and power of Polaroid’s product. Emphasizing and framing the brand's value will help the customers understand that Polaroid is worth the monetary investment value.
Budget Constraint
Afraid of complexity usage
Polaroid products cost more than competitors, the target customers need products that offer good value for money
Complicated functionalities could discourage her from fully utilizing the product's potential
Approaches
Showcasing the product value to money -
possibility of artistic expression Promoting the authenticity and perfection imperfection of Polaroid Value
Showcasing the product ease of use -
Contents of short product tutorials Techniques Exploration
Customer Journey Awareness
Journey
Know or heard about polaroid film
Consideration
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Research and consider of getting Start engaging with the product
Conversion
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Decision Purchase
Retention & Brand Royal -
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Continue purchasing the product’s line Join the community
Objective
Creating Trends of polaroid Nostalgia aesthetic
Showing the product value to money and showcasing of possibility of artistic expression and product capability
Ensure the excellent of purchasing experience
Keep the customer purchasing on the direct website
Channels
Social Media Collaboration with influencer and Artist Instagram & Tiktok
SEO- Keywords Backlinking Channels & Social Media Keywords SEO/SEM optimized the search Youtube channels contents Blogs Contents (Media and Tech Site)
On Boarding Email Marketing Welcome and Thank for purchasing
Drip Email Marketing Product blogs knowledge Promotion Loyalty Program Film purchasing reminder
Awareness Phrase
SEO/SEM
Keywords for Consideration and
Keywords for Budget Constraints
Exploration ●
Best for Value
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Best Instant Picture Camera
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Top-Rated Budget Friendly
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Vintage Polaroid Camera
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Affordable Polaroid Camera
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Top Rated Instant Camera
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Polaroid Sale
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Instant Camera Film Review
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Promo-Code
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Classic Instant Camera
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Polaroid Review
The Verge
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Polaroid Unboxing
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Retrospekt
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Instant photo printing
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Medium
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Polaroid photography
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Youtube
Keywords used for all social media and backlink channels into blog sites related to media and technology, such as ●
Title
Tagline
In-depth Polaroid Review: Unveiling the Charm of Classic Instant Cameras Explore the top-rated instant cameras that preserve the timeless charm of Polaroid photography.
Overall Goals
Channel
Increase the brand awareness and ● ●
Organic: Driven by the Polaroid
Content Strategy
community engagement
Community and Users
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Unboxing
Paid: Collaboration with Celebrity and
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Product Review
Micro-Influencer in Photography
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Short Tutorial
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Techniques and Tips
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DIY Art and Craft with
Social Media Channel Instagram & Tiktok Posting Strategy ● ●
Posts, Reels, Video 2 to 3 times a week The official account repost the content (User Generating Contents) Daily
Hashtag strategy #PerfectCapture #RealFilmMoment #OriginalInstant #TrueFilmPolaroid #OriginalPolaroid
Polaroid ●
Nostalgia Aesthetic Moodboard
Influencer Marketing Instagram - Influencer Partnership In order to appeal to Gen Z audiences, it is essential to select influencers with a pre-existing lifestyle and aesthetic centered around film photography and Polaroid. By creating and spreading the nostalgia trending through social media will increase the brand awareness and showcasing the value.. For example, Sabrina Carpenter and Olivia Rodrigo are singers and actresses posting their aesthetics on social media would be a good match enhancing the brand awareness.
Influencer Marketing Instagram - Community Partnership
To showcase Polaroid's capability and ease of use, partner with film photography and instant film photography communities accounts with the contents present the techniques and DIY art craft that can enhance and increase the decision process. The media can be photo posts, video, story, and reels.
Tik-Tok Usability & Lifestyle Integration TikTok's partnership strategy is similar to Instagram's, but it focuses on showcasing product usability through lifestyle, DIY crafts, and reviews. This micro-influencing method is informal yet informative.
Consideration Phrase
Youtube Highly promote contents about the product using tagging and keywords such as ●
How to use Polaroid
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Unboxing Polaroid
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Best Instant Camera
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Polaroid Creative
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Experiment with Polaroid
Conversion & Retention Phrase
The Strategy and Approach By leveraging Polaroid's individual accounts can improve re-engagement marketing, retention rates, and create a sense of community and exclusivity for users
Drip Email Campaigns
Loyalty Program
The individual accounts for all digital marketing
Enhancing the exclusivity and sense of community
are precisely personalized to each customer
through a loyalty program can motivate customers
according to their activity or behavior. This
to make purchases directly from the official site.
ensures that the marketing efforts are targeted
The loyalty program also instills a sense of brand
and relevant, leading to higher conversion rates
loyalty and encourages customers to continue
and increased revenue.
engaging with the brand, as they can earn benefits in exchange for their commitment.
Drip Email Marketing Campaigns Ensuring the excellence experience for customers and feel the exclusive with the brand. Setting up the Welcome Sadie!
welcome email once they first sign up for news subscription or first purchase, making the customers
Trigger Target Customers with the first purchase
feel like they are part of the brand community. Following by with product related contents such as news, knowledge blogs, as well as promotion sale. we're all about capturing the real essence of life's moments that stay with us forever. Join us as we celebrate authenticity and create timeless memories through the magic of Polaroid.
“Welcome to Polaroid Community”
Welcome email
“4 creative ways make your photo uniques”
Educational Contents
“You already bought Black/White Film. How about trying this item!” Cross selling and Up selling
Drip Email: Re-Engagement Trigger Target Customers that has no purchasing activity with Polaroid’s website for 1.5 month
“Time to refill your loads of memory”
Re-engaging and reminder
“Check out new polaroid color!”
“Sale Start this Friday”
“Now 20% off for all film”
Introducing product update or options to purchase
Announce for sale, alerting their awareness and interest in purchase
Provide incentivise of purchase
Loyalty Program It’s been awhile
Directing customers to purchase on the direct website,
Reload to
using a loyalty program as the motivation to drive traffic.
capture your
Especially for Polaroid film, that is a retention product.
new memories
The royalty program can be in the form of point collection
Buy Now!
as purchases and rewards as discounts, for example. The program can go hand-in-hand with email and drip email campaigns. You are getting there! Reach 100 points to receive
5% Discount
73 pt.
User Retention: Royalty program
Summary
Be the Trend Stay Creative Share the Real Value
Thank you!