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Table of Contents

Executive Summary .............................................................................................................................. 3 Our Team ................................................................................................................................................. 4 Positioning Statement ......................................................................................................................... 5 Rationale .............................................................................................................................................. 5 Problem Statement .............................................................................................................................. 5 Company ............................................................................................................................................... 6 Collaborators ...................................................................................................................................... 7 Competitors ......................................................................................................................................... 7 Consumers ........................................................................................................................................... 8 SWOT Analysis ........................................................................................................................................ 9 Objectives ............................................................................................................................................. 10 Target Market ....................................................................................................................................... 11 Campaign .............................................................................................................................................. 13 Key Components/Tactics ............................................................................................................... 14 Appendix – A | SWOT Expanded ..................................................................................................... 19 Appendix – B | Contest Rules ..........................................................................................................20 Appendix – C | Mockups ................................................................................................................... 23


Executive Summary EarthQuaker Devices is a guitar effect pedal company whose products are handcrafted in Akron, Ohio. These products provide players and enthusiasts both famous and anonymous, with unique boutique style tones at affordable price points. Our team researched the guitar effect pedal market through situation analysis, which determined who, what and how the market and the clients competitors utilize interactive marketing. The results of our research determined that opportunities exist for our client to solve our determined problem statement, how can EarthQuaker Devices use interactive media to expand their audience while maintaining their brand’s integrity and core values? The client will implement interactive marketing tactics through a dedicated campaign and multiple stand-alone tactics to grow and increase engagement with their audience by meeting the objectives developed by our team. Posting content rich posts on social mediums, Facebook, Instagram, Snapchat, and Twitter will accomplish the objective utilizing methods of reach free and paid engage the client’s audience. To promote EarthQuaker Devices pedals in a fresh engaging way the client will use a sensationalized message to the audience with a dedicated interactive marketing campaign, Seeing Sounds. Through an interactive app, competition, hashtag and video shorts the campaign will accomplish the client’s goals to educate customers on EarthQuaker Devices effect pedal product line, inspire consumers to engage with brand, and create brand affinity and awareness. By implementing our team’s recommendations the client will experience growth in their audience’s engagement while maintaining the culture of their brand.


Our Team David Brooks David is a senior Advertising / Public Relations major. He has worked with professional clients on past projects including: branding, content marketing, along with graphic and website design.

Ryan Cox Ryan is a senior Marketing major. He has two years experience in instrument sales and has experience working with his businesses social media.

Ian Santos Ian is a senior Advertising / Public Relations major. Collaboration with others, media planning and content marketing are just a few of his strengths that he has applied in the advertising world.


Positioning Statement EarthQuaker Devices is a guitar effect pedal company whose products are handcrafted in Akron, Ohio providing players and enthusiasts both famous and anonymous, with unique boutique style tones at an affordable price. Rationale EarthQuaker Devices customers base includes a wide variety of guitar players; ranging from touring musicians who need high quality pedals, such as the Cloven Hoof Overdrive, that compliments the style of their music and provides their audience with a memorable live performance, to the bedroom player hobbyists who use more unique pedals like the Rainbow Machine or the Bit-Commander, to achieve the experimental tones they have been longing for and cannot achieve elsewhere.

Problem Statement How can EarthQuaker Devices use interactive media to expand their audience while maintaining their brand’s integrity and core values?


4 C’s Company EarthQuaker Devices dedicated 2016 to doubling its following on social media. Content rich posts communicate the company’s stay weird vibe. The posted content is a tool to advertise the guitar pedals the company manufactures while engaging its audience to interact with the company. EarthQuaker Devices creation of an original comic is a new medium that has effectively engaged users in a new way. EarthQuaker Devices uses each social media platform in different ways while maintaining cohesiveness across platforms. The following lists highlight how each social media platform is utilized by EarthQuaker Devices.

Event sharing / Event content Contests Sharing brand influencers’ videos Octo Skull Comic Pedal tutorials Shared news stories Behind the scenes content of EarthQuaker Devices headquarters Product launches

• • • • • • • •

• • • • • •

Effective use of hashtags Laid back discussion with user base Octo Skull Comic Shared news stories Event content Product launches

Video content about product differentiation / Use and information High resolution imagery Event sharing / Event content Effective use of hashtags Product launches

• • • •

• • • • •

Utilizes brand influencers with large user subscriber count Pedal tutorials Product launches Octo Skull Comic video shorts Event highlights


EarthQuaker Devices Social Media Post Frequency

SOCIAL MEDIA PLATFORM

USER BASE

POST FREQUENCY

67.3K Likes

3 – 5 posts per day

18.7K Followers

3 – 6 posts per day

60.2K Followers

2 – 5 posts per day

11.7K Subscribers

1 upload per day

Collaborators Opportunity exists for EarthQuaker Devices to engage more with collaborators. The company utilizes brand influencers with strong subscriber counts on YouTube. These influencers provide consumers with content that allows them to hear what sounds the pedals produce before purchase. One influencer, Ola Englund, who has 117K followers on YouTube, provides EarthQuaker Devices pedal demos and is a strong collaborator for the company. EarthQuaker Devices exposure on social media pages of their major/minor retailers is minimal. This is an area that should be explored due to the large social media following of retailers such as Guitar Center.


Competitors EarthQuaker Devices has several competitors that are household names in the guitar pedal industry. Two key competitors exist, Electro-Harmonix and BOSS. Both of these companies actively use social media platforms to engage their audience.

Electro-Harmonix Electro-Harmonix’s strength is the timeliness of responses to comments made by its audience on its posts. Typically the company replies to comments within minutes. A key advantage Electro-Harmonix promotes through its social media platforms is its history through posting vintage products that they have produced since the company’s inception. Electro-Harmonix does not utilize hash tags and primarily all content is cross-shared across all platforms. Electro-Harm onix Social M edia Post Frequency

SOCIAL MEDIA PLATFORM

USER BASE

POST FREQUENCY

273K Likes

1-2 posts per day

55.K Followers

2-3 posts per day

80.6K Followers

1 post per day

64.9K Subscribers

1 upload per month


BOSS BOSS has larger social media presence than EarthQuaker Devices and ElectroHarmonix, but uses its platforms ineffectively. The company is very responsive to comments on Facebook, but posts generic content. On Instagram BOSS is victim to clouding due to its over excessive use of hash tags. BOSS’s Twitter account is stagnant with Tweets only occasionally being posted in bursts. BOSS Social M edia Post Frequency

SOCIAL MEDIA PLATFORM

USER BASE

POST FREQUENCY

588.6K Likes

1-2 posts per day

6.1K Followers

Not typically updated

41.5K Followers

1-2 posts per day

65.7 Subscribers

1-2 uploads per week

Consumers Followers on each social media channel communicate with EarthQuaker Devices in a similar pattern. The follower will respond to the triggered content, but continued discussion with other consumers fades. Outside of brand influencers or employees, consumer-generated media is minimal. The follower’s engagement is primarily liking the content or responding in a positive way. EarthQuaker Devices utilizes a forum, ILoveFuzz.COM, where followers can communicate with each other. The engagement from follower to follower is more fluid on this channel as the channel is dedicated for the purpose of pedal effect enthusiasts.


SWOT Analysis

STRENGTHS • • •

• •

Originality of content Original Octo Skull Comic Interaction with consumers via social media using content rich posts to engage consumers Print catalog Twitter

WEAKNESSES • • •

OPPORTUNITIES • • • • • •

Blog Hashtag Campaign YouTube Content Collaborations Untapped everyday users Snapchat

Large amounts of cross posting Minimal collaboration with dealers Consumer generated media

THREATS • • •

SEE APPENDIX - A FOR SWOT EXPANDED

Competitors responsiveness Product differentiation Product imitation


Objectives

• • • • •

Increase Brand Affinity and Brand Awareness Increase engagement with brand Increase consumer-generated media Establish a digital collaboration program Use Octo Skull Comic to promote EarthQuaker Device effect pedals

Target Market The primary target market for EarthQuaker Devices is males between the ages of 18 – 34 with an income ranging from $25,000 - $45,000. They comprise of both traditional and non-traditional players. These individuals desire durability or unique sound and are often early adopters of new product releases. They are an informed group using different product reviews online to determine their purchase. The primary target not only enjoys the unique sounds produced by the device, but also the effect pedals aesthetics.


Personas Touring Tobias Tobias is a traditional pedal player. Up and down the road, show after show, Tobias strives for quality performances in his live shows. Because of this he desires a durable high quality product. Music is Tobias’ labor of love. Tobias is very research driven and knowledgeable about equipment of mainstream and boutique brands, but is also cost conscious. Motivators • • • •

Durability Cost Functionality Quality

Experimental Eddie Eddie is a non-traditional pedal player. His day job at the office moonlights his nighttime obsession of creating music. He loves to experiment and use unique effect pedals to create sounds he once thought weren’t imaginable. Cost isn’t a concern for Eddie. Eddie’s only concern is the release date of new pedal to take him to sound euphoria. Motivators • • • •

Functionality Early adopter Quality Uniqueness


Campaign

You can hear sounds. Sometimes you can even feel sounds. But what if you could see sounds? EarthQuaker Devices braves outside of the sound barrier into a world where sound does the unimaginable, it becomes visible! To promote EarthQuaker Devices pedals in a fresh engaging way, we are aiming a sensationalized message to our audience with our SEEING SOUNDS campaign to meet these goals: • • •

Educate consumers on EarthQuaker Devices effect pedal product line Inspire consumers to engage with brand Create brand affinity and brand awareness

The campaign will feature several different components/tactics to drive its success.


Key Components/Tactics •

OCTO SKULL COMIC VIDEO SHORTS promoting the sound effects from the pedals anytime there is a significant action, such as: strikes in a battle scene, transitions between scenes, and censorship of language. Video Short YouTube Mockup

SEEING SOUNDS EFFECT PEDAL GIVEAWAY CONTEST is a Facebook contest geared at increasing consumergenerated media. This contest will drive consumer-to-consumer interaction and generate consumer-generated media. Consumers will upload their content generated by the Seeing Sounds Soundboard App to be eligible to enter the giveaway. After uploading their content they will share the post Seeing Sounds Facebook Contest Mockup on their newsfeed. Entries are limited to one per week for the duration of the contest. One grand prize winner will receive their own custom designed effect pedal with other prize packages including items such as t-shirts and pins. This contest will increase downloads for the app as well as increase brand awareness on Facebook. SEE APPENDIX – B FOR CONTEST RULES & APPENDIX - C FOR FULL MOCKUP


•

SMART DEVICE SOUNDBOARD APP that consumers will download and use sound effects from various EarthQuaker Devices pedals in their daily lives. The consumer will capture a moment on their camera, add a sound effect/s and be able to upload the result to their favorite social media platform. Several options exist for EarthQuaker Devices to bring this app to life. Local firms in Cleveland could be contracted to create the app, but could prove to be costly and is dependent on budget. An alternative low cost approach using an Android based app inventor tool is contained in the link below. CLICK HERE FOR STEP-BY-STEP SOUNDBOARD APP DESIGN TUTORIAL

Seeing Sounds App Advertisement Mockup


#SEEINGSOUNDS HASHTAG will encourage conversation about the campaign through their active social media in making sure that “Seeing Sounds” would create a buzz for their target audience. Engagement, participation and regularly posting topics would make them curious about the campaign, and making their social media presence better through conversations that started with a hashtag.

Official #SEEINGSOUNDS Hashtag Mockup

User #SEEINGSOUNDS Hashtag Mockup


Separate Ad-Hoc

BRANDED SNAPCHAT ON-DEMAND GEOFILTERS at popular local music venues and festivals will increase brand awareness. On a given day Snapchat reaches 41% of all 18 to 34 year olds in the United States. By creating branded Snapchat On-Demand Geofilters Earthquaker Devices can increase brand awareness at popular music venues in Akron and music festivals. Target venues include: Jillys Music Room, Musica, The Vortex, and Goodyear Theater. Target festivals include Bunbury Music Festival 2017, #Fest 2017, Rock on the Range 2017, and Vans® Warped Tour 2017.

CREATE DIGITAL COLLABORATION PARTNERSHIPS with key companies. They can do reviews and promote complementary products such as: 1spot power supplies, different brands of patch cables and anything guitar related. They can also Snapchat On-Demand Geofilter Mockup promote artists who use EarthQuaker Devices by providing a link on the pedal display page. The link would read: Featured on (insert artist and song name), and will take the viewer to a YouTube version of the song. Finally, they can promote stores by doing small write-ups about some of their physical distributors. SEE APPENDIX – C FOR MOCKUP


•

EARTHQUAKER DEVICES TRAVELING VAN CLINIC travels to different music shops and sets up clinics at big retailers such as Guitar Center and small retailers in the area i.e. Hubbard Music in Hubbard, Ohio. Clinics are a great way to promote a product. It lets new customers see the product that may not be familiar with EarthQuaker Devices product line. This encourages first time buyers to purchase products at the clinic. This would give consumers and store employees information on the pedals. EarthQuaker Devices will also leave an informational catalog for the store associates containing the specifications for the pedals so they are able to give information to customers. EarthQuaker Devices will also partner with music festivals such as VansÂŽ Warped Tour. The clinic team will play and demonstrate the pedals on-site. This gives consumers the opportunity to see all of the pedals EarthQuaker Devices offer. During the event the pedals can be explained and EarthQuaker Devices will partner with the festival to give away a pedal to users who follow their Snapchat story. The first person to follow all of the clues and find the member of the clinic team with the prize card will be rewarded with the pedal.

Traveling Clinic Van Decals Mockup


Appendix – A | SWOT Expanded W+O EarthQuaker Devices forum is hosted on a different site, which takes the user away from the website. The blogs have readership, but media consumption is evolving away from reading long blocks of text. With a podcast, EarthQuaker Devices could engage consumers in a new way. S+O Client has their own original comic illustrated and posted on their website. Two opportunistic possibilities exist. Engaging the comic book community on Facebook or Twitter could expose the comic book community to EarthQuaker Devices. This would lead this new group of consumers to follow EarthQuaker Devices social media platforms. The comic could be used to strengthen the company’s YouTube presence by making the comic into a series of animated shorts designed to promote EarthQuaker Devices product line. W+O Outside of collaborators/influencers consumers of EarthQuaker Devices do not create a lot of consumer-generated media. The opportunity exists to engage this untapped everyday user to create rich media by holding a Facebook contest with a grand prize.


Appendix – B | Contest Rules NO PURCHASE IS NECESSARY TO ENTER OR WIN. A PURCHASE DOES NOT INCREASE THE CHANCES OF WINNING. 1. Eligibility: This Campaign is open only to those who sign up at the Official EarthQuaker Devices Facebook and who are 18 years old at of the date of entry. The Campaign is only open to legal residents of the United States, and is void where prohibited by law. Employees of EarthQuaker Devices its affiliates, subsidiaries, advertising and promotion agencies, and suppliers, (collectively the “Employees”), and immediate family members and/or those living in the same household of Employees are not eligible to participate in the Campaign. The Campaign is subject to all applicable federal, state, and local laws and regulations. Void where prohibited. 2. Agreement to Rules: By participating, the Contestant (“You”) agree to be fully unconditionally bound by these Rules, and You represent and warrant that You meet the eligibility requirements. In addition, You agree to accept the decisions of Earthquaker Devices as final and binding as it relates to the content of this Campaign. 3. Campaign Period: Entries will be accepted online starting on TBD and ending TBD online entries must be received by TBD. 4. How to Enter: The Campaign must be entered by submitting an entry using the online form provided at the Official EarthQuaker Devices Facebook. The entry must fulfill all Campaign requirements, as specified, to be eligible to win a prize. Entries that are incomplete or do not adhere to the rules or specifications may be disqualified at the sole discretion of EarthQuaker Devices. Optional verbiage to include: You may enter only once. You must provide the information requested. You may not enter more times than indicated by using multiple email addresses, identities, or devices in an attempt to circumvent the rules. If You use fraudulent methods or otherwise attempt to circumvent the rules, your submission may be removed from eligibility at the sole discretion of EarthQuaker Devices 5. Prizes: The Winner(s) of the Campaign (the “Winner”) will receive a custom effect pedal. 330 promotional package prizes will be awarded. Actual/appraised value may differ at time of prize award. The specifics of the prize shall be solely determined by EarthQuaker Devices. No cash or other prize substitution shall be permitted except at Earthquaker Devices’ discretion. The prize is nontransferable. Any and all prize-related expenses, including without limitation any and all federal, state, and/or local taxes, shall be the sole responsibility of Winner. No substitution of prize or transfer/assignment of prize to others or request for the cash equivalent by Winner is permitted. Acceptance of prize constitutes permission for EarthQuaker Devices to use Winner’s name, likeness, and entry for purposes of advertising and trade without further compensation, unless prohibited by law. 6. Odds: The odds of winning depend on the number of eligible entries received. 7. Winner Selection and Notification: Winner will be selected by random drawing under the supervision of EarthQuaker Devices. Winner will be notified by e-mail within five (5) days following selection of Winner. EarthQuaker Devices shall have no liability for Winner’s failure to receive notices due to spam, junk e-mail or other security settings or for Winner’s provision of incorrect or otherwise nonfunctioning contact information. If Winner cannot be contacted, is ineligible, fails to claim the prize


within 30 from the time award notification was sent, or fails to timely return a completed and executed declaration and release as required, the prize may be forfeited and an alternate Winner selected. Receipt by Winner of the prize offered in this Campaign is conditioned upon compliance with any and all federal, state, and local laws and regulations. ANY VIOLATION OF THESE OFFICIAL RULES BY WINNER (AT EARTHQUAKER DEVICES’ SOLE DISCRETION) WILL RESULT IN WINNER’S DISQUALIFICATION AS WINNER OF THE CAMPAIGN, AND ALL PRIVILEGES AS WINNER WILL BE IMMEDIATELY TERMINATED. 8. Rights Granted by You: By entering this content (e.g., photo, video, text, etc.), You understand and agree that EarthQuaker Devices anyone acting on behalf of EarthQuaker Devices, and EarthQuaker Devices’ licensees, successors, and assigns, shall have the right, where permitted by law, to print, publish, broadcast, distribute, and use in any media now known or hereafter developed, in perpetuity and throughout the World, without limitation, your entry, name, portrait, picture, voice, likeness, image, statements about the Campaign, and biographical information for news, publicity, information, trade, advertising, public relations, and promotional purposes. without any further compensation, notice, review, or consent. Optional verbiage for Contests: By entering this content, You represent and warrant that your entry is an original work of authorship, and does not violate any third party’s proprietary or intellectual property rights. If your entry infringes upon the intellectual property right of another, You will be disqualified at the sole discretion of EarthQuaker Devices. If the content of your entry is claimed to constitute infringement of any proprietary or intellectual proprietary rights of any third party, You shall, at your sole expense, defend or settle against such claims. You shall indemnify, defend, and hold harmless EarthQuaker Devices from and against any suit, proceeding, claims, liability, loss, damage, costs or expense, which EarthQuaker Devices may incur, suffer, or be required to pay arising out of such infringement or suspected infringement of any third party’s right. 9. Terms & Conditions: EarthQuaker Devices reserves the right, in its sole discretion, to cancel, terminate, modify or suspend the Campaign should virus, bug, non-authorized human intervention, fraud, or other cause beyond EarthQuaker Devices’ control corrupt or affect the administration, security, fairness, or proper conduct of the Campaign. In such case, EarthQuaker Devices may select the Winner from all eligible entries received prior to and/or after (if appropriate) the action taken by EarthQuaker Devices. EarthQuaker Devices reserves the right, in its sole discretion, to disqualify any individual who tampers or attempts to tamper with the entry process or the operation of the Campaign or website or violates these Terms & Conditions. EarthQuaker Devices has the right, in its sole discretion, to maintain the integrity of the Campaign, to void votes for any reason, including, but not limited to: multiple entries from the same user from different IP addresses; multiple entries from the same computer in excess of that allowed by Campaign rules; or the use of bots, macros, scripts, or other technical means for entering. Any attempt by an entrant to deliberately damage any website or undermine the legitimate operation of the Campaign may be a violation of criminal and civil laws. Should such attempt be made, EarthQuaker Devices reserves the right to seek damages to the fullest extent permitted by law. 10. Limitation of Liability: By entering, You agree to release and hold harmless EarthQuaker Devices and its subsidiaries, affiliates, advertising and promotion agencies, partners, representatives, agents, successors, assigns, employees, officers, and directors from any liability, illness, injury, death, loss, litigation, claim, or damage that may occur, directly or indirectly, whether caused by negligence or not, from: (i) such entrant’s participation in the Campaign and/or his/her acceptance, possession, use, or misuse of any prize or any portion thereof; (ii) technical failures of any kind, including but not limited to the malfunction of any computer, cable, network, hardware, or software, or other mechanical equipment; (iii) the unavailability or inaccessibility of any transmissions, telephone, or Internet service; (iv) unauthorized human intervention in any part of the entry process or the Promotion; (v) electronic or human error in the administration of the Promotion or the processing of entries.


11. Disputes: THIS Campaign IS GOVERNED BY THE LAWS OF THE UNITED STATES AND STATE WITHOUT RESPECT TO CONFLICT OF LAW DOCTRINES. As a condition of participating in this Campaign, participant agrees that any and all disputes that cannot be resolved between the parties, and causes of action arising out of or connected with this Campaign, shall be resolved individually, without resort to any form of class action, exclusively before a court located in state having jurisdiction. Further, in any such dispute, under no circumstances shall participant be permitted to obtain awards for, and hereby waives all rights to, punitive, incidental, or consequential damages, including reasonable attorney’s fees, other than participant’s actual out-of-pocket expenses (i.e. costs associated with entering this Campaign). Participant further waives all rights to have damages multiplied or increased. 12. Privacy Policy: Information submitted with an entry is subject to the Privacy Policy stated on the EarthQuaker Devices’ website. To read the Privacy Policy, click here. 13. Winners List: To obtain a copy of the Winner’s name or a copy of these Official Rules, mail your request along with a stamped, self-addressed envelope to: EarthQuaker Devices. Requests must be received no later than TBD. 14. Sponsor: The Sponsor of the Campaign is EarthQuaker Devices. 15. Facebook: The Campaign hosted by EarthQuaker Devices is in no way sponsored, endorsed, administered by, or associated with Facebook. 16. ___ By checking here, You, the Contestant, have affirmatively reviewed, accepted, and agreed to all of the Official Rules.


Appendix – C | Mockups Facebook Seeing Sounds Giveaway Contest Poster


Facebook Seeing Sounds Giveaway Post


Video Short Youtube Mockup


Seeing Sounds App Advertisement Mockup

Seeing Sounds App Tutorial http://www.howtogeek.com/63397/how-to-build-your-own-soundboard-app-with-androidapp-inventor/


Snapchat On-Demand Branded Geofilter Mockup


Traveling Van Clinic Decal Wrap Mockup


Digital Partnership Mockup A


Digital Partnership Mockup B


Thank You

Interactive Marketing Plan  

Client: EarthQuaker Devices

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