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{flipMINO} R A N D I N G S T R AT E G Y


The Strange & Unusual

INTRODUCTION

CHAPTER

CHAPTER History {06}

CHAPTER Current Obsitcles {06}

CHAPTER

1

flip MINO {06}

CHAPTER Strengths {06}

CHAPTER Ta r g e t M a r k e t {06}

Strategy {06}

CHAPTER PR {06}

CHAPTER Guerilla {06}

CHAPTER

Overview {06}

CHAPTER Print {06}


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1 flip MINO EX PLOR I N G TH E CI RCUS OF LI FE TH ROU G H A FLI PPE D LE NSE.


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F l i p M i n o i s o n e s e v e r a l p r o d u c t s w i t h i n t h e f l i p f a m i l y.

Wi t h 2 h o u r s

r e c o r d i n g t i m e, c o m b i n e d w i t h a h i g h - d e f s c r e e n & F i l m , T h i s h a n d h e l d c a m c o r d e r i s o n e o f t h e m o s t e f f i c i e n t d e v i c e s f o r c a p t u r i n g a d v e n t u r e. F lip is proud to release F lipMino HD into the market as the Sleekest HD Camcorder

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F l i p M i n o H D t a k e s a s i m p l e a p p r o a c h t o s h a r i n g A d v e n t u r e, a c h o r d f r e e c o n n e c t i o n a n d s l e e k d e s i g n p r ov e s t h a t t h e d e v i c e i s s i m p l y a t o o l - a t o o l f o r a n yo n e t o c a p t u r e t h e s t r a n g e o f l i f e ‌ a n d a r c h i v e i t t o t h e i r l i k i n g. E n j o y t h e c i r c u s o f l i f e. I t i s w h a t yo u m a k e i t .


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3 STRENGTHS


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Brand already holds equity

on consum er

de si gn is si mp le to us e

customizable

The form fa ctor on this product is great. Its noticeably smaller (in both the pocket and the hand) than its predecessor - the Flip Vide o Ultra Series, 6 0 min. And the Ultra was already compa ct to begin with! The sleek size was important to me because I just won't bring a camcorder out with me if it doesn't fit easily in my pocket.

ken_in_the_city amazon.com review

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4 OBSITCLES


AREA_51 amazon.com review

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1. The software that comes with the Flip Vide o Mino does NOT allow you to stitch multiple clips together to make one movie. Only Windows users can do this. 2. I was able to get the Flip Vide o Mino AVI vide os to play in iMovie ‘0 8, but not export. When you export the vide o you get a blank screen with only audio. I had better luck exporting the vide o from Final Cut Pro.

downward changes o n standard s

comes across insufficient as luxuďż˝ enhancements ry item


FlipMino HD is under more scrutiny for insufficient enhancements in technology

Digital & Mobile devices are changes the standards for video and film.

Cell Phones & Cameras camcorder features make FlipMino Camcorder more of a luxury, than necessity.

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5 TARGET MARKET


NEWLYWEDS COMMUNITY

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B U S IN E S S M E M B E R S P R O F E S S IO N A L S

NEW PARENTS


Established in both career and community, our target market lives a rewarding and adventurous life. They work hard & Play hard. They enjoy luxury in both products and lifestyle.

Authenticity is an important quality in both their work and personal life, and can be seen in people , places and products they acquire.

This target could be newlyweds, or the older couple who just had kid. They are: Emotionally Driven Inspired Inventive Financially stable Tech Savvy

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7 STRATEGY

a

b


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Create a culture around the after math of F lip Filming; Through collaborative Art Shows and online production forums, F lip camera can be recognized as a tool to experience and archive the circus of life but also catalyst for the sharing and collecting of the Strange captured adventures world-wide.


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8 PR

b

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LIVE THE CASTRO THEATER

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Flip out Art show will feature up & coming local artists in each city, but also function as a live collaboration in itself. Select guests will be given cameras in the beginning of the night, At closing, cameras are returned and compiled in anticipation for the Flip Out Collaborative Film Premier- with Footage from many producers.

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9 GUERILLA

b


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In Anticipation of the Flipout Art Show & Premier, Guerilla advertising will be introduced to the city as the show approaches. Streets sign writing upside down is one example to build curiosity and hype on Flip Out.

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10 PRINT

b


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MAKE IT

YOUR OWN

Media Print will focus on the at- home FlipMino Production. With Pop-out set design elements and Portrait accessories for experimenting with your FlipFilm.


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OVERVIEW

W H E R E M I N O S TA N D S


Why does our client need to advertise? Flip Mino HD is not very visible in the marketplace. The first generation flip camera was well received, but leaves little room for the current target to buy the upgrade; We want to approach a new target for Flip Mino HD that appreciates and can utilize this camera’s compatibility & Convenience.

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What is the advertising going to accomplish? The Advertising will establish Flip Mino HD as an essential device for adventures, or day to day life. It will also make it irreplaceable by other accessories with cameras/video devices such as cell phones Who are we going to connect with? 22-42 Newlyweds, Business Professionals, Community members. Comfortable with the digital world & enjoys the ease of online shopping and services. The Flip will be another channel into the digital world in which they already primarily operate. What are the most insightful things we know about them? They spend a lot of time on the internet, and their digital lives supersede that of reality. They seek out new experiences and choose to share a lot of their user generated content with family & friends through social networks and forums. What is the single most effective message we can tell them? Prove it. Produce your circus. The idea that you lead the adventures in your life, Flip Mino simply supports you in your endeavors, records and archives- so your friends will actually believe you. What else is there to know that supports this message? Friends and network approval is a large push on our target’s behavior. Creating a communication that makes Flip Mino HD a catalyst for networking; and a supplement to their already primarily digital lives- will make this product a necessity rather than a luxury.


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end


BRAND & BRANDING

CECILIA LANYON identification #

02161151

Flip Mino  

Branding by Cecilia Lanyon

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