A campaign for Nico 360

785 SOLUTIONS

NICO360 STRATEGIC PLAN

TABLE OF CONTENTS Executive Summary…….........................……...3 Client …………………….........................………....7 Product ……………..........................……..………17 Environment …………....................…………….23 Market ……………………………..........................31 Target Audience ….......................….....….......47 Strategic Plan .........................…………………..59 Timeline …………….......................……………..67 Measurement ….....................…………………...71 Budget ……….........................…………………….75 Creative Plan….....................…………………….79 Sources ……...........................…………………...83 -2-

EXECUTIVE SUMMARY

This report was commissioned to examine how Nicocam can establish a customer base and distinguish Nico360 as the best choice for 360-degree camera enthusiasts in the emerging market of consumer grade 360-degree cameras.

Nico360 does not have a presence or recognition within the consumer grade 360-degree camera market. It needs to make a strong debut and form a customer base in a market that is becoming increasingly saturated. An additional challenge is that Nicocam’s funding for promotions is limited.

Currently the consumer grade category has no market leader at Nico360’s price that includes all of its advantageous features.

785 Solutions conducted secondary research that led to conclusions such as Nicocam should be targeting and how this group of users can be reached.

Millennials are the group most likely to be early adopters of 360-degree technology and have growing buying power. Previously adopted technologies, such as smartphones, have become ubiquitous for Millennials. The ability to share and receive information instantly has led to a generation of well-informed consumers. Social media and consumer reviews cannot be overlooked when building a relationship with this group.

The following strategies will help establish Nico360’s identity, increase the brand awareness and begin to form a loyal customer base.

When trying to solve the issues Nicocam is facing, 785 Solutions formed strategies that focus on establishing the credibility of Nico360 as the best option when considering consumer grade 360-degree camera.

785 Solutions suggests heavy use of word-of-mouth marketing in order to organically create a customer base while maximizing funds invested into product promotion. Social media has proven to be an effective medium for widespread and personal interaction. To support the launch of Nico360’s social media accounts and initiate interest, 785 Solutions suggests creating a promotional team to make appearances at relevant events in Seattle.

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CLIENT

Create a branding campaign for Nico360 to position it as the best available solution for 360-degree video enthusiasts.

Nico360 is a 46mm x 44mm x 28mm 32 megapixel 360 degree camera.

It provides 1440p HD video, 32GB internal storage and 5g Wifi compatibility. Additionally, it provides live streaming, built-in stitching, VR and web playback abilities, and mobile apps that are coming soon for Ios and Android. In addition to these things, Nico360 has 1 microphone, 2 lenses and cameras, waterproof, and stabilization. When the Nico360 goes on the market it will be sold for $199 (“The World’s Smallest 360 Camera - Nico360,” 2016, July).

Nicocam is based in Hong Kong (“The World’s Smallest 360 Camera Nico360,” 2016, July). The population of Hong Kong is estimated to be 7,356,429 as of September 1, 2016 (“Hong Kong Population (LIVE)” n.d.).

This booming city, according to Forbes, recently received a HK$2 billion ($256.7M USD) Innovation and Technology Venture Funda.

According to Forbes’ statement from InventHK, the authority of economic development in Hong Kong, “reported in August, 2015 that there were 1,558 startups in Hong Kong, up 46% from 2014.”

Additionally, Forbes quotes the Global Startup Ecosystem Ranking 2015 study that “Hong Kong is the 5th fastest growing startup ecosystem and the 25th largest overall” (“Steimle, J.”, 2016, January 29). This means Nicocam is part of growing industry in China which means that it is in an environment that supports startups. The Hong Kong environment full of people, innovation and technology is sure to reflect in the detail oriented work of Nicocam.

Currently, the Nico360 is in the preparing mass production to be ready phase of its timeline. The timeline started in 2015 with design prototyping and is predicted to end with retail distribution in November of 2016. According to the timeline, the only remaining step between now and distribution to retailers is distribution to backers.

Customers can purchase the Nico360 when it is released in December of 2016 (“The World’s Smallest 360 Camera - Nico360,” July, 2016) Nicocam’s mission is to “Enable rich experiences of capturing and sharing the great moments of life.” In order to achieve this it must raise awareness and funds for Nico360.

Nicocam is based in Hong Kong. It will be shipping its product from both the United States and China. This may be a communication challenge, but it can also be an advantage. Shipping is a factor that affects all customers. Prices will vary depending on how close customers are to distributors. Additionally, it is to be noted that importation agreements/taxes and upcoming elections in the United States have the potential to affect the the shipment process. It is to be noted that creating awareness that the camera is conveniently available for purchase in local stores could become a possible communication goal (“The World’s Smallest 360 Camera - Nico360,” July, 2016).

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All eight of Nicocam’s employees work at the Hong Kong headquarters. The team consists of two executives, four engineers and two designers. The team comes from a variety of distinguished backgrounds. The members are Jim Huang, CEO and Co-Founder of NicoCam, Serneg He CTO and Co-Founder, Min Xu, Principal Engineer, Shijin Yang, Director of Engineering, Rong Mao, Industrial Designer, Gracia Gao, Graphics Designer, Shaoqin Hu, Software Engineer, and Yu Zhao, Principal Software Engineer (“The World’s Smallest 360 Camera - Nico360,” July, 2016).

In addition to being the CEO and Co-Founder of Nicocam, Jim Huang worked for big name companies such as Honeywell and Microsoft and earned recognition in 2008 and 2009 as the MVP of Microsoft.

He also has accumulated 10 years worth of experience in the areas of human-computer interaction and embedded systems. Serneg He currently heads the Research and Development group to be on the cutting edge of “System-on-Chip solutions for computer vision and virtual reality scenarios.” His 15 years of experience working with multimedia, microchip design included time creating “codec for military vision and radar systems” (“The World’s Smallest 360 Camera - Nico360,” July, 2016).

Min Xu is currently attending Carnegie Mellon University and working towards a PhD in Electronic Engineering. He specializes specifically in IoT devices. Ron Mao is in charge of Nicocam’s product’s industrial design. Ron’s creativity and innovation are clearly

seen through his acceptance of the Red Dot award. Last, but not least, Gracia Gao is responsible for the team’s UI design as well as its VI system. Her previous experience includes contracted work with Nike and graphic solutions for Sequoia Capital (“The World’s Smallest 360 Camera - Nico360,” July, 2016).

According to their website, they do not have anyone dedicated to developing their advertising or marketing campaign. This could potentially cause problems in the future as the company begins to sell and brand the Nico360. It is to be mentioned that there is no information available about their office or working environment. (“The World’s Smallest 360 Camera - Nico360,” July, 2016).

Nicocam is partnered with Xilinx (an American technology company that is primarily a supplier of programmable logic devices), Microsoft and Texas Instruments. According to its website, Xilinx has established a positive reputation since its founding in 1984. The company employees 3,500 people and serves 20,000 customers and holds more than 3,500 patents. In the fiscal year of 2015 Xilinx earned $2.38 billion in revenues and claim around a 50 percent share of the market segment. It also claims to be a leading innovator and pioneer in the industry “enabling smarter, connected, and differentiated systems and networks.¨

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Microsoft Partner Network is a branch of Microsoft that works to “strengthen [clients’] capabilities, better serve customers, and build connections to maximize [client’s business potential.” It provides three different ways for clients to work with Microsoft Partner Network. The options include a Network membership, a competency partner or as an Action Pack subscription. They provide “opportunities to build [client’s] skills, grow [client’s] business, and connect with partners in ways that meet [client’s] unique needs.

Texas Instrument (TI) began in 1930 as small gas and oil company and has grown today to be a “global Fortune 500 technology company with more than 40,000 patents to [its] name.” Its mission is “we’re changing the world, one chip at a time. Our analog and embedded processing products power electronics across every industry and help to make the world smarter, safer, greener, healthier and more fun.” TI’s strategy is to “drive toward flawless execution to get [customers] the differentiated products, software and support they need, when they need them” (“About TI - Who we are - TI.com.” n.d.). Association and collaboration with these large name brands will hopefully boost name recognition and brand credibility for Nicocam.

Nicocam’s Indiegogo campaign has been extremely successful. The campaign launched in July of 2016 and began with a goal of raising $50,000. As of August 24, 2016, they have raised $299,626 which is 583 percent of their original goal. The company has promised goals for reaching the $100k, $200k and $300k funding levels, including a diving case and 4k video support (“The World’s Smallest 360 Camera Nico360,” July, 2016).

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PRODUCT

A 360-degree camera captures video and images from every direction without having to manually rotate the camera. Nico360 will be the smallest 360-degree camera on the market when it is released, weighing only 96 grams. The Nico360 also is the only 360-degree camera to include broadcasting in real-time.

Features: The 360-degree camera features include; waterproof body, glass lens, mic, 32MP image sensor, 2560 x 1440 @30FPS video resolution, live streaming without PC, WiFi 5G/ac with a WiFi range of 30 ft, 32G internal storage, Bluetooth, Adobe RAW/DNG, Rotation and G-Force data recording, compatible devices to iOS/Android/Windows, 1400Ah battery, 46mm x 46mm x 28mm dimensions, and a retail MSRP (manufacturer’s recommended retail price) of $199. The camera chooses to “Keep it simple” and has just one button that navigates the power of the device, switches between photo and video, and captures the photo and video. The product also offers a one-year warranty to buyers.

Technology: The Nico360 uses electronic image stabilization technology which is an image enhancement technique that uses electronic processing.

The image stabilizing feature minimizes blurring and compensates for shaking and stabilizing rotating movements. Nico360 is compatible Android, Windows mobile, and iOS devices. With the iOS and Android apps, the Nico360 offers live preview. The camera

is able to capture live data including motion: acceleration, rotation and G-force. In the early development stages, the company built OTA capabilities into the camera, allowing the product to update as software is further developed.

With the time lapse feature, one can capture objects with 2-60 second intervals. The sound quality of this camera records stereo AAC audio at 48KHz, 128KHbit/s. The field of view is 195-degrees for each lens and for the entire FOV it is 360-degrees by 360-degrees.

Accessories: The Nico360 has several separately sold accessories and attachments available for purchase. These include: a VR (Virtual Reality) headset ($29), a dive housing, waterproof to 60m, which allows for the camera to endure deep sea diving and other extreme activities ($39), and an option to purchase a full accessory pack ($89).

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ENVIRONMENT

Geographic: The United States is a diverse country with strong infrastructure and a thriving economy, which makes it a hub for commerce. The United States is third on the list of countries leading technology consumption and integration (Country Detail, 2015).

Focusing on cities that are hotspots for tech based firms we look at San Jose, Seattle, Austin and Boston metro areas. They all have public transportation and international airports, successful business districts, high volumes of tourism, nightlife and well established residential areas. These places have populations that are on average more environmentally conscious than other cities in America, and have natural attractions near by.

Specifically for Seattle, the population grew by 2.3 percent in 2015, the third greatest growth in the US. Millennials make up a little over one fifth of Seattle’s population and has seen significant growth in the number of STEM graduates moving to the area. Public transportation includes: Link Light Rail (popular with UW students) King County Metro Transit, Seattle Streetcars, Seattle Center Monorail and Ferry Services. The housing market in Seattle is expanding rapidly due to the spending power of the STEM and other highly skilled graduates moving to the area. This is due to the city’s lower costs in comparison to silicon valley’s housing options. Natural attractions such as Mount Rainier, Puget Sound and the business district attract millions of visitors including tourists, business people and researchers annually.

Online retail environment: Sponsorships and promotion. High confidence in purchases made online, nearly 70 percent of Americans shop online regularly (Mintel, 2015).

Cultural and Social: Nearly 30 million Americans speak Spanish or Chinese either exclusively or in addition to English. Many Americans care about the social responsibility of the companies they purchase products from.

Nielsen global research shows that some consumers are willing to spend money on a product they know also benefits a good cause or from a company with strong social responsibility. The following is a list of the top nine American values as calculated by the University of Oregon in 2016: Control, Positive Change, Time, Equality, Individuality, Self-help, Competition, Futuristic, Do-ing (Being a “doer�), Informality, Directness, Efficiency and Materialism.

The importance of technology in the daily lives of American millennials should be considered. According to Pew Internet Research, smartphone ownership is especially high among younger Americans as well as those with relatively high income and education levels. As a result of the high volume of smartphones technology plays an integral role in social interaction for many Americans. Social media is extremely popular and the majority of mobile devices allow internet access, permitting users to gain information quickly and share it at a similar rate.

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70%

%

of Americans shop online regularly (Mintel, 2015)

Political: In 2014, bilateral trade between the two nations was $591 billion, with China being the largest importer of goods into the United States. For the most part, the two nations enjoy a harmonious bilateral trade arrangement. The import of low cost goods greatly benefits customers in the United States.

While the two nations have enjoyed bilateral trade for almost forty years, there has been some economic tension between them. First, China has not completely transitioned into a free market economy.

According to a World Trade organization report in 2010, sixty percent of China’s Gross Domestic Product (GDP) is made up by the private sector. The Chinese government still has a large impact on economic decisions on the micro level. For example, only industries deemed necessary for economic growth receive government funding. In the technology sector, the Chinese government gives preference to local firms. This may cause an issue for the Nico360’s foreign partners (Morrison, 2015).

The second issue in the trade environment is speculation from the United States Government about currency devaluation. As of August 31, 2016, the United States Dollar is worth 6.68 Chinese Yuan. Last year, the Chinese government devalued their currency by 4.4 percent.

These devaluations cause imports into the Chinese market to be more expensive and exports back into the United States to be cheaper. The Chinese Yuan may face devaluation from recent political issues such

as Brexit (Wolff, 2015).

Economic: The International Monetary Fund lists the United States as one of the world’s leading economies with Gross Domestic Product (GDP) of $18.558 trillion. The United States’ economy is considered to be post-industrial. This means that much of the manufacturing sector has diminished. Additionally, much of the economic activity is based upon service and the information sectors. These are the primary sources of economic growth for the United States (Callen, 2012).

Since the early 1990s, the United States has been at the leader of the global economic environment. While the United States has only four percent of the world’s population, it contributes to almost a quarter of the world’s GDP. With such a high GDP, the World Bank classifies the United States as a high income economy (Callen, 2012).

While the economy of the United States has not fully recovered from the recession of 2008, there are signs of growth over the past eight years that have maintained the United States’ economy as one of the world leaders. For example, the disposable personal income of the United States has been on the rise for the past four financial quarters (“United States Disposable Personal Income,” 2012).

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MARKET

While Nico360’s home base is in Hong Kong, its primary target market is the United States. It aims to have its product available for purchase on major e-commerce sites such as Amazon, BestBuy and Walmart.

Having visibility on these reputable sites, where many of its competitors also live, will allow Nico360 the ability to potentially win over consumers in the market for a 360 camera.

As stated on Indiegogo, November 2016 is the projected “Retail Distribution” date. The published timeline also portrays that in order to get to that point, the Nico360 must confirm its suppliers and manufacturer, finalize mass production, and have shipment to backers (“The World’s Smallest 360 Camera - Nico360,” 2016, July).

As stated on the Business section of The Travel Channel’s website, some of the top tech-savvy cities within the United States are as follows: Silicon Valley in the San Francisco Bay Area, Boston, Austin and Seattle; these cities were included for a plethora of different reasons. For example, Google is headquartered in Silicon Valley, Boston has been regarded as a “hotbed of high-tech innovation in fields such as biotech and software” (U.S. News & World Report), Austin’s inclusion of Forbes as a ‘Top Innovative City,’ and 700 tech groups find residence in the Seattle area (“The Top US Tech Cities,” TravelChannel.com). Nico360’s market location focus on the United States is prime for tech innovation and aligned with its competitors target market as well.

Size: According to Fortune, the action camera market sells nearly 8 million cameras a year. There is evidence shown in an article from Research and Markets that predicts the market will grow 22.2 percent by 2019.

This research also found that a main factor working against the action camera market are the decreasing prices of smartphones. This could work in Nico360’s favor because they cost less that the average smartphone on the market. Statista found that in 2015 smartphones cost $276.20 on average. Meaning, Nico360 is priced nearly $100 cheaper. Personal action cameras account for 75 percent of the total market revenue of the action camera market, Global Market Insights.

360 cameras are a subcategory of the action camera market. Virtual reality cameras are expected to control one fifth of the entire action camera market by 2020, according to The Motley Fool. This article also cited virtual reality cameras will make up $6 billion of the estimated $30 billion in the next four years.

Demand: According to Indiegogo, the largest global crowdfunding and fundraising site online, Nico360 raised $299,873, resulting in it being 583% funded. The surplus in funds from the crowdfunding source, which is popular with tech-centered early adopters, indicates a high interest in, and future consumer demand for, the product. (Indiegogo) Over 4 billion videos are viewed daily on Youtube.

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Action camera market growth by 2019 (Research and Markets)

60 hours of video are uploaded every minute. This high volume of video calls for new technology (“Bullas, JeffBullas,” n.d.).

Youtube began supporting 360 videos in 2015. The 360-degree technology is newly accessible to the public (“Hollister, Gizmodo,” n.d.). Facebook released a feature on its website, June 9, 2016, allowing users to upload a photo using a 360 app, allowing them to view the whole photo by clicking and dragging their mouse (“Groden, Inverse,” n.d.). With major social media platforms adapting their services to support 360 videos and photos, it shows the demand is going to increase as a larger audience is more aware of the technology. Support from major platforms that play 360-degree video has accelerated the demand for 360-degree cameras (“Entreprenuer,” 2016).

Supply: Both quality and price vary greatly in the market, 360-degree camera and video technology is being supplied at professional, prosumer and consumer grades at prices ranging from $200 to $15000. Nico360 will be competing with other consumer grade 360-degree cameras ranging in price from $199 - $800. ABI research predicts that 360-degree camera technology will bypass the usual slow market entrance that new technology usually experiences due to its close relationship with virtual reality (VR). This has proven true given that the top producers of 360-camera technology, such as Kodak, Nikon, Samsung and LG are also heavily invested in virtual reality.

Forecasts from ABI indicate that more than 4 million consumer grade and 2 million professional and prosumer 360-degree camera devices will ship in 2021. VR products are estimated to sell 70 million in 2021, as 360 cameras create the content for these devices, the 360 market is predicted to closely follow the VR market Market Share: Due to the fact that Nico360 is still in the indiegogo Crowdfunding Campaign phase of its timeline, it has not sold any units of the product (“The World’s Smallest 360 Camera - Nico360,” 2016, July).

This means that it does not yet have a market share value. While it has not sold anything, Nico360 has raised $299,873 funds that will go towards the company (“The World’s Smallest 360 Camera - Nico360,” 2016, July).

According to KZER Worldwide, the world sales of VR during 2015 was $1.4 billion and it is estimated to grow to $2.7 billion in 2016 (“Consumer Virtual Reality market worth $5.2bn by 2018,” n.d.). In October and November, when the product presumably is shipped to retailers and funders the market share can begin to be assessed (“The World’s Smallest 360 Camera - Nico360,” 2016, July). For now we can speculate that due to the growing VR market, Nico360’s reputable partners, competitive price, small size and creative design; it is possible that it will do well in sales during 2016 and 2017. This statement is possible if appropriate measures are taken to promote the product, eliminate all product glitches and build a reputable image as a brand.

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Direct Competition: The Nico360 is entering a market full of direct competitors due to the continual and projected growth of the VR market. It is to be noted that Nico360 is entering the market later than some of its direct competitors. Nico360 offers live streaming, built-in stitching, one microphone, two lenses and cameras, waterproof, Wifi/Bluetooth, stabilization, dimensions of 46mm x 44mm x 28mm, has a price of $199 as well as a variety of other features (“The World’s Smallest 360 Camera - Nico360,” 2016, July). Its direct competitors include Ricoh Theta S, Samsung Gear 360, Giroptic 360, 360 Fly 4K, Bublecam, VSN Mobil V. 360-degree Action Cam, LG 360 Cam and the Nikon Key Mission 360.

The direct competitor that matches the Nico360’s price is the LG 360 Cam. According to the LG website this product is available for $199.99 The LG 360 also matches the number of cameras, lenses, the ability to livestream through Google Street View and Youtube, Wifi/Bluetooth connection and it offers two additional microphones. The LG 360 lacks waterproofing, image stabilization and has a smaller frame than the Nico360 (“LG 360 Cam (R 105): Compact 360 Camera LG USA,” n.d.) (“8 new 360-degree cameras that won’t break the bank,” n.d.).

Next comes the Ricoh Theta S and the Samsung Gear 360 which are both priced around the$350 mark. Theta is more expensive than the Nico360, lacks waterproofing and is larger. Two differentiations are that the lens is made of seven parts in six diverse groups and has

two sensors. (“Products,” n.d.) (“The 7 Best 360 degree Cameras and Rigs for Shooting INSANELY Awesome VR Videos,” 2015) (“The World’s Smallest 360 Camera - Nico360,” 2016, July). The Samsung Gear 360 boasts two lenses and dust proofing but it is not fully waterproof and is also larger than the Nico360 (“The Nico360 to launch as the world’s smallest 360 camera with a multitude of features,” n.d.) (“Samsung Gear 360,” n.d.). The VSN Mobil V. 360-degree Action Cam has similar specs to that of the Nico360 except for it offers two microphones, shock proofing, larger dimensions and a price of $419 (“VSN HD Camera Kit,” n.d) (“Click Here To See in Motion,” n.d.).

Going up in price, the Giroptic 360 camera costs $499 offering live streaming technology, three microphones and optics, GPS and six elements glass lenses (“8 new 360-degree cameras that won’t break the bank,” n.d.) (“360cam,” n.d.). While Nico360 can not compete with these particular specs it offers a lower cost, smaller size and waterproofing (“The World’s Smallest 360 Camera - Nico360,” 2016, July).The 360 fly 4K matches the price of the Giroptic 360. It also differentiates itself by offering two microphones, built-in telemetry sensors including e-compass and non-assisted GPS and water/shock proofing (“8 new 360-degree cameras that won’t break the bank,” n.d.) (“360fly 4K flyshop - Welcome to surround sound,” n.d.).

The Nikon KeyMission 360 has shock proofing image stabilization, two lenses and sensors as well as a price of $554.23. It offers smaller dimensions, but not as small as the Nico360 (“8 new 360-degree -40-

cameras that won’t break the bank,” n.d.) (“Nikon KeyMission 360 price and specs appear on retailer’s website,” n.d.) (“Nikon KeyMission 360 4K Ultra HD 360-Degree Action Camera,” n.d.).

Bublcam in comparison is sold for $799. The major differentiation for the Bublcam is that it has four lenses (“Bublcam,” n.d.).

Indirect Competition The Nico360 supports virtual reality headsets while also having availability to broadcast 360-degree live stream content. Indirectly the Nico360 will compete against smartphones that have virtual reality capability such as Samsung Galaxy and the LG Nexus. These respective devices both use the existing cameras to dock with virtual reality headsets to create a 360-degree view. While these adaptors may give a 360-degree view they do not allow for people to live stream.

Nico360 is the first 360 camera allowing users to live stream. Live stream and full circle capability place the Nico360 indirectly in competition with photo stitching software. This software allows the user to take various still photos, but does not allow for a live stream of these images.

The use of photo stitching software also places digital cameras as an indirect competitor with the Nico360. This software gives the user the ability to create a panoramic visual by connecting various still images.

These softwares are based upon still images and do not give the user

the ability to live stream 360 images. Image quality will be greater with still images but doesn’t give users live stream availability.

Nico360’s inexpensive price tag places it indirectly in competition with GoPro’s Omni virtual reality hardware and software.

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LG 360 CAM

SAMSUNG GEAR 360

RICOH THETA S

ASL MOBIL ACTION CAM

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GIROPTIC 360

NIKON KEYMISSION 360

360 FLY 4K

BUBLCAM

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TARGET AUDIENCE

Demographics The target market for Nico360 is Millennials, with the main focus on individuals ages 20 to 30. Considering this generation is currently composed of 92 million people, the ability to catch the attention of at least a portion of that cohort, should be achievable (“Millennials,” n.d.). Race and gender are equally targeted and do not make a difference in this case (“Gao,” 2014). The consumers should be employed with a moderately high income in order to afford a lifestyle product like Nico360 (“Magsambol,” 2015).

Millennials, as young adults, are prime suspects for a 360-degree camera because of the more adventurous and energetic nature of their lives; in addition, Nico360’s ability to live stream is something many of those in our target audience are already accustomed to.

Millennials are said to be “content creators and users,” which is supported by the statistic that 46 percent of that generation posts pictures and videos on the internet that they have personally created. (“Millennial Marketing,” ‘Who Are Millennials’, n.d.).

In a US Millennial Loyalty Survey named “Born this Way,” it was simply stated that, “Millennials’ affinity for technology is reshaping the retail space. With product information, reviews and price comparisons at their fingertips, Millennials are turning to brands that can offer maximum convenience at the lowest cost;” two things Nico360 will supposedly be delivering on (“Born this Way: US Millennial Loyalty Survey,” n.d.).

Location Team 2 discovered, through demographic research, the target market for similar brands is adults ages 21 to 45. Millennials and the younger generations tend to care more about affordability, however if the benefits outweigh the costs then the purchase can be justified; however, it was found that 57 percent of Millennials actively compare prices while in-store shopping and can look beyond brand names while searching for the right product (Goldman Sachs, “Millennials,” n.d.).

In regards to wellness, Millennials, as a whole, are attempting to implement healthy activities into their lives. “Their active lifestyle influences trends in everything from food and drink to fashion.”

Therefore, Millennials are the prime target for Nico360’s uses and affordability (Goldman Sachs, “Millennials,” n.d.).

With the focus being put on Millennials ages 20 to 30, that audience is representative of those in the generation achieving their college degrees, finding rhythm in their careers, and starting a family. This population, for the most part, chooses to reside in the “urban cores” and downtown areas of their cities. To prove this, Forbes.com published that, “The number of Millennials living in urban cores has grown, as downtowns and inner-city neighborhoods have gentrified, particularly in cities such as Boston, Seattle, San Francisco, New York and Chicago. Overall, from 2010 to 2013, the population of 20 to

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29-year-olds in core countries (which in most cases are identical to the core city of the metropolitan area) rose by 407,400, or 3.2 percent�

(Kotkin, 2014).

In a survey conducted on a site to aid Millennials in their search for an apartment, Abobo gathered information from 2,000 individuals (born between 1982 and 1998) regarding their preferences in finding a city to reside. The survey gathered that the top three desirable aspects of the city had to do with economy. Number one, a thriving job market. Next, affordable rent. Third, affordable home prices (Forbes. com, 2016).

With other ratings regarding quality of life, the generation ranked access to parks or hiking trails, non-chain restaurants, and quality pizza. Overall, nine percent of respondents listed Seattle as their perfect city, as it delivers on at least 80 percent of the most important qualities, as presented by Abodo (Sharf, 2016). All of that being said, Seattle seemed like the perfect target market location.

Team 2 found that similar products to Nico360 also target individuals and families who tend to travel two or three times per year. However, these families tend to live in the suburbs, while our target audience does not. Millennials are 2.5 times more likely than any other generation to be early adopters of all things technology (Millennial Marketing, “Who Are Millennials,� n.d.).

CITIES WITH HIGHEST CONCENTRATION OF EARLY ADOPTERS Boston, MA Dallas, TX Fairbanks, AK Fort Smith, AR Hartford, CT Los Angeles, CA Louisville, KY Milwaukee, WI New York, NY

Parkersburg, WV Philadelphia, PA Phoenix, AZ Rapid City, SD Rockford, IL San Diego, CA San Francisco, CA Terre Haute, IN

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Focusing on Millennials who are geared towards being early adopters will be beneficial in spreading awareness and helping to move the brand. It is also important to remember that in advertising, you cannot be everything to everyone. Therefore, Team 2 presented the areas that Nico360 would want to avoid due to their market saturation of laggards and late majority.

CITIES WITH HIGHEST CONCENTRATION OF LATE MAJORITY AND LAGGARDS Bangor, ME Birmingham, AL Charleston, WV Clarksburg, WV Fargo, ND Greenville, NC Johnstown, PA Knoxville, TN Lubbock, TX

Minneapolis, MN Oklahoma City, OK Quincy, IL Sacramento, CA Savannah, GA Spokane, WA Tri-Cities, TN Wichita Falls, TX

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Psychographics The lifestyle of the audience is filled with lots of newness and adventure. Millennials are always on the move and have been surrounded by advancing technologies that make sharing their “moves” a piece of cake. As Team 2 previously shared, this generation can be identified as “experientials” or “experiencers” who try new activities (Berman 27-29). Most Millennials invite friends and family to help them execute their exciting lifestyle, and enjoy documenting and sharing their fun along the way. In doing so, bonds are made stronger and repetitive actions seem to be more likely (Macke, 2015). Being able to, in a sense, boast about your life to others via social media postings instills a pride within the Millennial generation that drives them to continue to share and make their postings that much better. Hence, why Nico360 is the perfect, new gadget for them.

Considering their influential nature, Millennials are a prime focus for any marketing campaign. This population is undergoing new experiences daily and Nico360 should be there to help capture them.

In an article concerning marketing towards Millennials, one can understand four segmentations of the broad cohort. Ideally, a marketing campaign for Nico360 would include a glimpse into the life of a representative from each segmentation: a college student, a young professional, an outdoorsman and a new family.

“Youthful Pursuits” would serve as the college student and are those that still find great value in brands as they make them feel

superior. Their posts generally consist of selfies and personal life updates. Think about their social media accounts as their public diaries. In order to successfully market to this group, one must keep things new and exciting because to them, old is out. This specific audience is a great initial starting place. Considering they can be very impulsive buyers in order to claim the throne of trendiness, they are willing to venture into new products and will likely spread the word.

In general, they find entertainment in fashion, beauty and nightlife (Hall, 2013).

“Confident Connecteds” are probably the most important due to their positive brand interactions. Instead of attempting to make themselves look better, they are more excited about sharing the deals they received. This would serve as the young professional segment. As a whole, this group is content, Millennial advocates and constantly on the move. While they enjoy posting about big events in the news and their reactions to them, they keep others feelings in mind as they use it as a time to inspire and provide guidance. To successfully grab the attention of this population, a brand must ensure their offering has value and aligns with their reputation and research. In general, they have an interest in health and wellness, consumer electronics and home goods (Hall, 2013).

“Indie Dreamers” can be seen as the outdoorsmen of the world. With experiences of a brand, this person will be sure to bring their positive or negative nature to light by either word-of-mouth, or direct -56-

communication with the brand via social media. In saying that, a brand can really benefit or be hurt by them. Driven by experiences, adventure and artistic expression, this group turns to social media to share all sorts of aspects of their life; especially those experiences that are unlike any others. To target Indie Dreamers, one must not blend in and have a unique stance. Help them achieve their aspirations and provide them will all the information and support they will need along the way. In general, they have an interest in financial services, food and drink, entertainment and home goods (Hall, 2013).

“Creatures of Comfort” serve as the new families. While they ingest tons of media and advertising, does not necessarily indicate they have no complaints or that they do not mind highlighting any bad blood they have had or have with a brand. Another interesting aspect of their posting habits has to do with the type of content they share.

Instead of talking about their desired products or brand, they talk about the technology, nutrition and other household supplies that are already involved in their daily lives. This population finds social media as a means of communicating with friends and family. To grab their attention, one must be so enticing they cannot resist; otherwise, they will just stick with their trusty brands. Do not flaunt any brand names; to them, they are irrelevant. In general, they have an interest in gaming, entertainment and socialization (Hall, 2013).

“Confident Connecteds, Indie Dreamers and Creatures of Comfort” are of less significance to marketers due to their decreased likelihood

in directly responding to a brand’s promotions (Hall, 2013).

Team 2 also gathered that in regards to the buying process, Millennials are thought of as users. Being self-driven, they initiate, influence, decide, and purchase for themselves (Berman, 37).

Adventure, uniqueness and self-fulfillment are important requirements when determining how to spend their time.

Structure Users are defined as active consumers that own the product and use it often. Hobbyists have beginner-level experience with 360-degree cameras and utilize them for primarily personal use. College students, young professionals, new families and outdoorsmen would fall under the category of Hobbyists. This category values the camera’s light weight, portability, waterproofing, durability and range of different accessories/mounts.

Professionals have advanced to expert-level experience with 360-degree cameras and use them mainly for careers. These include young professional,videographers and post-production/stitchers.

Non-users have limited or no previous use of the product. Home security and business environments could fall under this category.

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STRATEGIC PLAN

Objective 1 : Reach 30 percent of the target audience with information

about the abilities of Nico360 by March 2017.

1.1 Strategy: Establish Nico360’s presence within the tech

blogger and review community with at least 10 favorable

appearances before March 2017.

1.1.1 Tactic: Favorable appearances

1.2 Strategy: Create a press release and send information

and the product to: C-Net, Tech Radar, The Verge,

Geek.com, Digital Trends, The Wire Cutter, Engadget,

Yahoo! Tech and Gizmodo.

1.2.1

Tactic: Press release

1.3 Strategy: Create Google Alerts for Nico360 and track

mentions to monitor and capitalize on positive

publicity, as well as, answer questions or concerns with

the product in a timely manner.

1.3.1 Tactic: Google Alerts

1.4 Strategy: Create a social media campaign on Facebook

that would cross-reference brand’s YouTube channel.

1.4.1 Tactic: Hashtag (#igowithnico)

Objective 2: Form a social media presence to increase brand awarenes by

50 percent by Nov. 15, 2016.

2.1 Strategy: Implement a hashtag campaign to be used

across social media platforms.

2.1.1

Tactic: Hashtag (#igowithnico)

2.2 Strategy: Email backers encouraging them to follow Nico360 on Facebook and other social media platforms.

2.2.1 Tactic: Emails

2.3 Strategy: Implement the first strategic plan by Dec. 1, 2016.

2.3.1 Tactic: Strategic plan

2.4 Strategy: Create an advertisement for Nico360 to be posted on the domain http://www.nico360.com/ and shared on Facebook and Youtube.

2.4.1 Tactic: Video advertisement

2.5 Strategy: Showcase 360-degree video technology by using compatible social media platforms.

2.5.1

Tactic: Facebook and YouTube

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Objective 3 : Obtain 10,000 followers on Facebook in the first three

months of the campaign.

3.1 Strategy: Share informational videos and pay for

promotion of content.

3.1.1 Tactic: Informational videos and paid promotions

3.2 Strategy: Email backers encouraging them to follow

Nico360 on Facebook and other social media platforms.

3.2.1 Tactic: Emails

3.3 Strategy: Implement a hashtag campaign highlighting the

lives of four individuals within our target audience.

3.3.1 Tactic: Hashtag (#igowithnico)

3.4

Strategy: Use real 360-degree video footage created by a college student, young professional (real estate agent), a new family and an outdoorsman.

3.4.1

3.5

Strategy: Use the hashtag #igowithnico consistently with each Facebook post and across all social media platforms.

3.5.1

Tactic: Real 360-degree video footage

Tactic: Hashtag (#igowithnico)

3.6 Strategy: Inform potential buyers of 360-degree video technology by using platform video capabilities.

3.6.1 Tactic: Platform 360-degree video capabilities

3.7 Strategy: Show side-by-side comparisons of Nico360 v. its closest competitors, highlighting its advantages including its price, size, ability to live stream and that it is waterproof.

3.7.1

Tactic: Digital advertisement

3.8 Strategy: Hold trials at Seattle area colleges and universities showing Nico360’s technology with incentives for students who post about the product on their social media.

3.8.1 Tactic: University appearances and social media

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TIMELINE

This campaign should be implemented beginning on Nov. 15, 2016, with Nicocam forming a social media presence. By Dec. 1, 2016, the first strategic plan should be implemented. Before March 2017, Nico360’s presence within the tech blogger and review community will be clear with at least 10 favorable appearances. By March 2017, the campaign will reach 30 percent of the target audience with information about the abilities of Nico360.

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MEASUREMENT

In order to fulfill the social media goals, 785 Solutions will determine a starting point by the first day of the proposed campaign. From that point on, progress will be measured biweekly using Google Analytics and Facebook’s Page Insights.

Emphasis will be placed on monitoring factors such as: followers, page shares, mentions, page visits and views.

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BUDGET

Ad placement and promotion on Facebook: $25,000 Ad placement and promotion on YouTube: $21,000 Video advertising production: $40,000 Digital ad production: $10,000 Product release to tech publications: $2,000 Labor at universities and incentives: $2,000

Total: $100,000 -78-

CREATIVE PLAN

In creating our video advertisements, we will use 360-degree video footage created by a college student, young professional (real estate agent), a new family and an outdoorsman. Our other promotional videos will include product features and unique technology.

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