Amazon FireWatch

APRIL 24, 2019

COMM-418 INTEGRATED MARKETING COMMUNICATION
DR. MICHELE WELLIVER
SUSQUEHANNA UNIVERSITY
JANUARY 2020 - JANUARY 2021
ALANA WILSON, LAUREN CAMPBELL, AND EMMA STINER
Table of Contents
Agency Philosophy ........................................................................................................................................ 2
Executive Summary....................................................................................................................................... 3
I. Review of the Marketing Plan ............................................................................................................... 4
A. Industry Background ........................................................................................................................ 4
B. Company Snapshot .......................................................................................................................... 5
C. Product Description ......................................................................................................................... 5
D. Competitive Review ......................................................................................................................... 6
E. Buyer Profile .................................................................................................................................... 8
II. Objectives and Strategies...................................................................................................................... 9
A. Marketing Objectives ....................................................................................................................... 9
B. IMC Campaign Objectives ................................................................................................................ 9
III. Creative Strategy................................................................................................................................. 10
A. Message Strategy ........................................................................................................................... 10
B. Message Appeal ............................................................................................................................. 10
IV. IMC Mix ............................................................................................................................................... 11
A. Advertising ..................................................................................................................................... 11
B. Direct Marketing ............................................................................................................................ 13
C. Digital Media .................................................................................................................................. 16
D. Sales Promotion ............................................................................................................................. 18
E. Public Relations .............................................................................................................................. 21
V. Integration .......................................................................................................................................... 23
VI. Budget Summary................................................................................................................................. 24
VII. Campaign Flowchart ........................................................................................................................... 26
VIII. Measurement and Evaluation............................................................................................................. 26
IX. Conclusion ........................................................................................................................................... 28
References .................................................................................................................................................. 29

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Agency Philosophy

ALE Advertising is an agency who helps to develop the competitive edge needed to

make a business thrive. Stemming from the minds of three millennial mindsets, this agency is

comprised of the professional staff needed to develop successful efforts to create competitive

sustainability in the tech world. Within our creative services department, we have staffed

creative directors, artists, platform designers, and copywriters who oversee the process from

visualization to realization. The goals of this department are to enhance brand equity by

increasing sales volume, profitability, and market share. The most important role of our

creative team is to find ways to differentiate our efforts from that of the competitors. Our

media services create and develop advertising platforms that are geared at meeting our

advertising objectives. Our Media Planner, Lauren Campbell, is responsible for developing the

overall media strategy such as where to advertise, how often, when, etc. (Andrews & Shimp,

2018). Creating advertising directed toward our target market that obtains our advertising goals

while maintaining our budget is a key factor in our success. Our media planners are

extraordinary at deciding how, where, and the timeline of advertising efforts. Our media buyers

are experts of their craft, obtaining the necessary routes and data to gain the competitive edge.

Lastly, we have our research services team, who dedicate their time to the study of our

customers and markets. Our Research Specialist, Emma Stiner, can find the most applicable

data on buyer trends, buyer habits, purchase preference, as well as the responsiveness to our

advertising efforts (Andrews & Shimp, 2018). This department is responsible for our ability to

analyze the market and pointing our agency is the right direction for reaction in the market

place. Our account executives work directly with customers to ensure satisfaction. Our Account

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Executive, Alana Wilson, is responsible for seeing that the client’s concerns, interests, and

preferences have a voice in the advertising agency and work is being finished on schedule

(Andrews & Shimp, 2018). She serves as a liaison between the customer and the agency,

providing a dynamic that is unmatched in the industry.

Executive Summary
The campaign for Amazon’s FireWatch is very versatile and hits different medias to

ensure maximum customer reach and profitability. The timeline of this campaign is January

2020 to January 2021. While this is only a year long campaign, it will be full of smaller

campaigns focused in advertising, direct marketing, digital media, public relations and sales

promotion. As a part of the advertising campaign, billboards will be used to increase customer’s

exposure to the product. Radio commercial spots will be put on Spotify and Amazon Music to

capture the attention of millennials which will lead to greater attention and reception of the

product. The direct marketing and sales promotion campaign will be used together by creating

a promocode package insert. This will allow loyal Amazon customers the opportunity to try

Amazon’s newest product at a discount while strengthening Amazon’s customer base.

Regarding digital media, social media posts and banner advertisements will be used to help

generate an overall greater attention and reception. With the banner ad being prominently

displayed at the top of Amazon’s website and linked to the product page for more information

and purchase, it continues to make the product easy to access and increases awareness of the

product. Similar to the banner ads, the social media posts will also be linked to the product

webpages and aim to generate awareness and maintain Amazon’s current customer base while

reaching younger and more active customers. Ultimately for the social media campaign, the

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goal is to increase product exposure and gain customers attention to purchase the FireWatch.

Regarding public relations, the FireWatch will be featured on Ellen’s 12 Days of Giveaways

which will help increase customers awareness and recognition of the product as well as

increase sales. These campaigns will be marketed to millennials as they are up on the newest

types of technology, business professionals so they can balance out life and work, and active

people so they can utilize all of the different features of the FireWatch. The slogan for this

campaign is “Work hard, Watch it happen.” This slogan relates to all of our target audiences as

it promotes work life balance and positive personal growth. The total budget needed for this

campaign is $22.55 million, which includes all aspects of the campaign. For a breakdown of the

budget, please reference section VI. Lastly and most importantly, there is an evaluation

program for this campaign to ensure success. Each month, sales will be assessed to ensure the

campaign is on track to meet its sales goal for the year. A survey will also be created so

customers at check out can select how they heard about the product which can help with

future campaigns. The rest of the campaigns will be assessed solely through their number of

impressions, reach, etc.

I. Review of the Marketing Plan

A. Industry Background

Smartwatches and their predecessors, wrist computers, have been the reluctant

revolution. Over the years this industry’s success has come in waves. The first

introduction of the smartwatch was Microsoft SPOT technology standing for smart

personal object technology. As most initial introductions this technology made and

splash and then sank out of sign. The industry saw a peak of revision when Pebble

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launched a crowdfunding campaign seeking $100k and rising over $30 million. The first

smartwatch by Pebble hit the market in 2013. Though the beginning of the smartwatch

era officially started in 2013 it didn't become mainstream until the release of the Apple

smartwatch in 2015. The apple effect on the watch market has been nothing short of

profound. Global sales of smartwatches totaled 4.2 million in 2014 and rose to 19.4

million in 2015 following the apple series 0 went on sale (Thompson, 2018). Since this

product introduction the smartwatch industry has seen consistent and prevalent

growth.

B. Company Snapshot

Amazon.com engages in the retail sale of consumer products both in North America

as well as internationally. The company operates by selling merchandise and content

purchased for resale from third party sellers. The segment that our product extension is

more focused on is the company’s manufacturing of electronic devices. Amazon has

electronic devices and services such as Kindle E-Readers, Fire Tablets, Fire TV’s and Echo

Devices. Additionally, the company offers Prime, a membership program, which

provides free shipping of various items, access to streaming of movies and TV, and many

other services. The company serves consumers, sellers, developers’ enterprises and

content creators (Bloomberg, 2019).

C. Product Description

A smartwatch is a portable electronic device worn on the wrist with compatibility

to many smart devices and various applications (Market Watch, 2018). With a similar

design of a typical everyday watch, the smartwatch is that and so much more.

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Smartwatches can act in place of your smartphone with tools such as touchscreens and

sensors, allowing the user to perform activities like answering phone calls, text messages,

tracking activity, and vital signs (Market Watch, 2018). In today’s world a product such as

Amazon’s FireWatch is craved by consumers. It is a technologically advanced piece of

apparel that can be both professional yet trendy. This product allows consumers to be

functional yet accessible to any real time information and updates all at the tip of their

fingers.

The FireWatch would have comparable features to the Apple Watch. There will be

an app available on any smartphone that connects with the watch, allowing the

consumer to customize the layout of the screen. Texting and calling would also be an

available feature, along with a heart rate monitor and a GPS. The watch will be

waterproof and will be able to track water sports along with outdoor activities. Alexa

would also be available for any assistance that may be needed.

• Proposed Target Market

o Millennials

o Athletes

o Business Professionals

D. Competitive Review

High demand for consumer smartphones, decreasing prices, increasing per

capita income and rich supply chain are supporting the market. It has been said that a

major driver of this market is the amount of money that companies are investing into

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R&D. This factor hints to not only consumers and investors but other companies that

the smartwatch market is not simply a fad. The investment into technological

advancement is supporting a highly competitive market on an upward trend (Market

Watch, 2018).

Figure 1: Smartwatch Market Share

The smartwatch market was expected to grow upwards of 25% between the

years of 2016-2021. This rising demand was attributed to the rapidly growing demand of

smart technology by its users. In addition, the increase of the awareness and

importance of health and fitness strengthened demand for this product significantly.

North America was the major demand generator for this product and leads in the sales

revenue for this product industry (Research and Markets, 2016).

In the smartwatch industry there are many players, but few with substantial

presence. The leaders in the market are currently; Apple Inc, Garmin and Samsung. The

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above chart indicates the percentage of market share each company dominates within

the smartwatch industry.

E. Buyer Profile
We believe that our FireWatch owners will be educated professionals and

significantly more affluent than the average smartphone use. When thinking of our ideal

customer within our target market, we picture a male around 26 years old. He is six-

foot-tall, has brown eyes, has short brown hair, and a straight smile. He works on Wall

Street in New York City as a stockbroker for Morgan Stanley. Only being a few years out

of college, he puts in many extra hours at the firm to pay the rent for his small one-

bedroom apartment while also saving for the future. At night he works towards his

master’s degree through online classes. He is a very busy man and does not have much

free time. Having such a busy life, he has become an avid Amazon Prime user because

he loves being able to receive his products within just two days. He can quickly pull up

the Amazon Prime App on his cellphone and order products at any point during the day.

He also frequently uses his Alexa to ask questions about current stocks and other

questions he may have. This man is also physically fit and enjoys going for runs

throughout the streets of NYC before he heads into work. Being so busy, he is not

always able to record his runs and track his fitness progress, so having a smartwatch

that could do this for him would be very beneficial and convenient.

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II. Objectives and Strategies
A. Marketing Objectives
• Increase Amazon Prime membership by 100,000 customers over one year.

• Make at least $1 billion in revenue within one year of the FireWatch being

released.

• Obtain 20% of the smartwatch market share within 2 years of the FireWatch

release.

• Exceed 12 million FireWatch shipments within one year of the FireWatch

release.

• Become an industry leader within 5 years of the FireWatch release.

B. IMC Campaign Objectives

• Obtain over 20 million impressions on social media within one year of the

FireWatch release.

• Showcase the diverse functionality of the Amazon FireWatch through event

sponsorship.

• Effectively communicate and gain awareness for Amazon’s newest product

line to current Prime membership and new customers

• Increase product exposure and gain customers attention to purchase the

FireWatch

• Increase the FireWatch’s recognition in order to increase sales

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III. Creative Strategy
A. Message Strategy
The big idea of our message strategy is “Work hard, Watch it happen.”

This objective relates the FireWatch to customer’s lives whether that be at work,

with their workouts or as just a functional every day tool. Customers would care

about this campaign’s position as it makes Amazon more relatable and more

personal to the customer’s needs. It promotes work-life balance and allows a

variety of different customers to use this product in a variety of ways. The

FireWatch makes promises to be functional in every day life and provide its

customers with the highest level of technology. The claim of this campaign is

that people will see the difference the FireWatch has on their daily life and see

how the FireWatch adds to their functional needs. This product has an overall

rational, exciting and personal tone as it can be used daily and enhance

customers’ lives. With it being so versatile, there are many ways it can be used

which creates many opportunities for customers.

B. Message Appeal
The FireWatch’s message influences the target audience due to its

personal nature and high functionality within the customers’ daily lives. It

influences the customer’s emotionally as it has a personal feel and with the

ability to track workouts and activity, it provides customers with a sense of

happiness and excitement. This feature allows customers to set goals and see

their progress, giving them a sense of accomplishment. This product influences

the target market with a rational feel with the FireWatch being convenient and

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 used daily for personalized needs. The FireWatch overall appeals to and interests

the audience with its ability to be used for a variety of different activities

depending on customers likes and wants.

IV. IMC Mix

A. Advertising
The types of advertising that will be used for the Amazon FireWatch include

billboards and Radio Spots/Commercials on Pandora, Spotify and Amazon Radio. With

Amazon having a strong presence in all aspects of their consumers market, billboards

and radio spots and commercials are the most fitting ways of using traditional media for

this product. Radio spots and commercials are easy to share among many different

types of platforms including Amazon Radio, Spotify and Pandora. Since the watch

enables users to manage their music on their watch, it is best to target the various music

platforms since it could appeal to them, especially using Amazon Music ads to

strengthen Amazon’s customer base and loyalty. Billboards are also a strong type of

advertising to use as a simple ad can convey a strong meaning. With Amazon having a

strong brand image and being easily identifiable by consumers, basic advertisements

with images of the product, slogan and logo will be enough information for consumers

to identify and hopefully buy the new product. With the FireWatch being a relatively

simple product to advertise due to its simplicity, billboards would increase consumers

exposure to the new product even if it is just in passing. With smartwatches being an

increasingly popular product, a simple billboard ad could create conversation and the

exposure could easily increase its popularity compared to other smartwatches.

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 We will generate attention for our advertising by integrating it into the daily lives

of our target market through our billboards and radio spots and commercials. For

example, we will place our billboard advertisements in more urban areas where

millennials and business professionals typically will be. On their way to work they will

pass our billboard advertisement and get a true image of what the product looks like,

because they potentially could have heard the commercial on their way to work as well.

Our commercials will be on stations that millennials typically listen to, such as Today’s

Top Hits and other similar stations. By placing our advertisements in places that our

target market either sees or hears daily, it will lead to greater attention and reception of

the product.

Figure 2: Radio Commercial Script

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Figure 3: Billboard Advertisement

B. Direct Marketing

Our direct marketing effort will be our package inserts including our promocode

“spark15” giving 15% off to returning customers. We concluded on this technique

because we felt as though it would best to capitalize the market Amazon already

reaches on a daily basis. Reaching out to those who consistently use Amazon as a

retailer and servicer would be the most likely to purchase the new Amazon product of

the FireWatch. We will be placing our FireWatch insert into the 3 million packages that

Amazon ships daily (Weiss, 2017). The insert will be similar to the design of our billboard

in attempt to create a collaborative spread to trigger the recognition effect of the

consumer. The front of the insert will be the same design as our billboard, the back of

the insert will have the offer and any necessary information or steps to attain this offer

for the consumer. This technique will reach the greatest number of people considering

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they are already opening the package for the item they ordered; therefore, they will be

laying eyes on our advertising as well. There are many benefits for including package

inserts about our product. The cost of delivering the message is already paid, so it will

provide a new channel for cross-selling as well as introducing new products such as

ours. This can make members feel as though they are part of an inner circle if they

receive this customer only advertisement.

Our objectives for our direct advertising are to appeal to the customer base that

Amazon has already secured. With other products on the market such as the Apple

Watch we understand we need to reach those who already are invested customers of

Amazon. We hope through our package insert we will achieve the attention of the

customers who are already avidly purchasing products from Amazon. To do this we

could also incorporate promotional campaigns to target Amazon Prime members etc.

further down the line of our release. This effort uses some aspects of the consumer

information processes and decision-making process to directly target those who will be

most influenced. Our advertisement will hopefully spark the consumer to recognize they

have a need for the product. With today's society having a trend of being technologically

savvy, there is always a need for the most updated technology. Our product would

achieve the esteem and self-actualization needs. Coming from Amazon, a supplier they

already respect and use regularly, the brand has equity that a buyer appreciates and

trusts. The information we provide as well as our overall customer satisfaction and

appeal as a brand will play into our favor for the remaining steps of the process. We feel

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our strategy will effectively generate attention and reception to its receiver because a

current customer opening a box is the hottest prospect for an additional sale.

With every advertising technique comes advantages and disadvantages. We feel

as though in this aspect our advantages heavily outweigh the disadvantages. The

advantages of this technique have a lot to do with the number of consumers we are

reaching within our target market as well as their forced attention since they will have

no choice but to open the package to attain their goods. Not only is it creative, but it is

not costly for the company. It is an effective measure of grabbing the attention of the

consumer to introduce a new product line or provide satisfaction to the current

customer to help maintain customer loyalty. The disadvantages are few, however the

major one is that we are not opening our advertising efforts to those that are not

already current customers of Amazon. The other major disadvantage of this form of

advertising is that they are easily discarded and do not always provide a long-term

impact. To address these disadvantages, it is important to make sure our insert grabs

the attention of the consumer and address the factors that were highlighted through

the consumer information and decision-making process. In an online purchase your

packaging is really the only physical connection you have with the consumer, so you

need to deliver the message as effectively as you would standing in front of them. We

live in a world where the excitement of buying is less about shopping bags and more

about the boxes and packages at their doorstep. The message that is being conveyed is

consistent with that of our previous advertising efforts, mostly because we are using the

same idea and concept to grab consumers attention and increase awareness. We also

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 intend on using techniques already conceptualized by Amazon to create cohesiveness

and to use the brand’s equity to our advantage.

Figure 4: Package Inserts Front & Back

C. Digital Media

For the FireWatch, we will employ banner ads for the Amazon website and social

media advertisements for our digital media efforts. With Amazon being used frequently

by loyal Prime customers, a banner ad will grab attention at the top of their website and

will interest the frequent Amazon customers. Social media advertisements will be

created to reach the social media base and will be used on Facebook and Instagram as

sponsored advertisements. With millions of people using social media daily, social

media advertisements will increase product exposure and grab customers attention for

the new product. Advertisements on social media will be linked to the product web

page which allows customers to easily access the product, its features and how to

purchase.

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 The objectives of this effort are to increase product exposure and gain customers

attention to purchase the FireWatch. Amazon already has a strong, loyal customer base

and through these advertisements for the FireWatch, our objective is to maintain the

current customer base and expand to the younger and more active audiences. Through

this advertising campaign we hope to increase our Prime membership by 2,000

customers as the FireWatch will be a Prime exclusive product. If consumers see the

product in their everyday social media and at the top of Amazon’s website, it will gain

attention and cause customers to look at the product more closely as it will be

comparable but less expensive to an Apple Watch. By showcasing the products unique

features, the advertisements that are created for the FireWatch will capture the interest

of consumers. Consumers would most likely compare the FireWatch to the Apple Watch

and by showing the exclusive features of the product and the difference in price without

making it look cheap, it can effectively impact the consumer’s decision making and allow

them to process information for the FireWatch. Our digital media effort will be effective

because the banner will be the most prominent aspect when visiting Amazon’s

homepage. Amazon has a slider feature on their homepage which alternates

approximately six different photos. Amazon customers will be able to view the banner

for the FireWatch and will also be able to click on it, taking them directly to a page

where they would be able to learn more about the product and purchase it. Amazon

also features banners at the very top of their website while you are viewing a different

product. This provides another chance for the consumer to view our advertisement and

interact with our product. The consumer will be able to view the advertisement for the

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 FireWatch on the homepage and then be reminded about it again later while viewing a

different product, which will help generate an overall greater attention and reception.

Figure 5: Amazon.com Banner Advertisement

D. Sales Promotion

Our sales promotion will be included with our direct marketing effort which is

our package inserts including our promocode “spark15” giving 15% off to returning

customers. Our team chose this technique because we felt it would be the best way to

capitalize on the market Amazon already reaches on a daily basis. Targeting those who

already consistently use Amazon as a retailer and would be the most likely to purchase

the new Amazon FireWatch. We will be placing our FireWatch insert containing our

sales promotion in the 3 million packages that Amazon ships daily (Favors, 2017). The

insert will be similar to the design of our billboard in attempt to create a collaborative

campaign to trigger the recognition effect of the consumer. The design consistency will

help us effectively communicate the same message throughout all marketing platforms.

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The front of the insert will be the same design as our billboard, the back of the insert

will have the sales promotion offer and any necessary information or steps to attain this

offer for the consumer. This technique will reach the greatest number of people

considering they are already opening the package for the item they ordered; therefore,

they will be viewing our advertising as well. There are many benefits for including

package inserts about our product. The cost of delivering the message is already paid, so

it will provide a new channel for cross-selling as well as introducing new products such

as ours. This can make members feel as though they are part of an inner circle if they

receive this customer only advertisement and promotional offer.

Our objectives for our direct advertising are to appeal to the customer base that

Amazon has already secured by creating awareness of our product, and have the

customers successfully make a purchase. With other products on the market such as the

Apple Watch we understand we need to reach those who already are invested

customers of Amazon. We hope through our package insert and promotional code we

will achieve the attention of the customers who are already avidly purchasing products

from Amazon. This effort uses some aspects of the consumer information processes and

decision-making process to directly target those who will be most influenced. Our

advertisement will hopefully spark the consumer to recognize they have a need for the

product. With today's society having a trend of being technologically savvy, there is

always a need for the most updated technology. Our product would achieve the esteem

and self-actualization needs. Coming from Amazon, a supplier they already respect and

use regularly, the brand has equity that a buyer appreciates and trusts. The information

19
we provide as well as our overall customer satisfaction and appeal as a brand will play

into our favor for the remaining steps of the process. We feel our strategy of

implementing the sales promotion as part of our direct marketing technique will

effectively generate attention and reception to its receiver because a current customer

opening a box is the hottest prospect for an additional sale. This promotion is just

providing them with more of a reason to complete the purchase.

This effort will show our customers that we care and appreciate them. Since the

code is coming in a package of a previous purchase it is almost a way to say thank you.

This effort strengthens brand loyalty and reputation. What better way to show your

customers that you care and want their business than that of a code they can use to

save money on our newest product trend. The major benefit of this promotion is the

way it makes the customer feel as though they are part of a club. Customers will

hopefully be satisfied with our promotion and spread the word that Amazon is a quality

brand.

When it comes to sales promotion Apple is well-known. Apple uses primarily

short-term promotional techniques as a form of persuasion for the target market to

respond. Some examples that Apple uses are money back guarantees and rebates.

Apple has developed its own special promotion, allowing customers to first test run

their products at their stores before deciding on the product. We feel as though using

separate techniques that Apple hasn’t fully developed such as our promotional code,

targeted to avid Amazon buyers will help us spark interest when they aren't expecting it.

Given the strength of the brand Apple, this technique allows us to capitalize on a market

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that we have already achieved through the Amazon brand. We are focusing our efforts

on those that already rely and appreciate Amazon as a brand to eliminate the need to

create brand preference.

E. Public Relations

Two types of public relations will be employed: an event sponsorship and cause

related marketing. With Ellen having a successful 12 Days of Giveaway program, it

would be a beneficial marketing decision to supply Ellen with enough FireWatch’s for

her program to help gain attention and new product outreach. Being a well-known

program and an exclusive activity that only occurs around the holidays, it will give the

FireWatch exposure and give people the opportunity to try the product and hopefully

spread positive feedback to their friends and increase sales.

The objectives of the public relations effort are to increase the FireWatch’s

recognition and increase sales. More specifically the goal of PR is to have over 2,000

purchases and 5,000 product views on Amazon. With the FireWatch being a giveaway

on Ellen, exposure should increase and will continue to increase as her segments are

posted on her YouTube channel.

The strengths of the public relations effort are the various mediums that the

FireWatch will be featured on as well as the potential growth of the customer base.

With the FireWatch being featured on Ellen’s 12 Days of Giveaways, it gives the

FireWatch exposure to potential customers as well as provides the viewers who receive

the product the opportunity to spread their experiences with their friends, increasing

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customer reach and sales. The 12 Days Giveaways allows the FireWatch to be featured

on television, YouTube and possibly on the Ellen Show social media platforms.

The message being conveyed by this communication is consistent with the

product message being conveyed in the advertising for the FireWatch. The promocode

will be printed directly onto our package inserts, which is one of our main ways we will

be advertising the FireWatch. One of the main goals of our advertising efforts is to

inform the consumer about our new product, which will be consistent with this form of

communication because the package inserts will include information about the product

along with the promocode on the other side of the card. The consumer will also be

educated about our product during Ellen’s 12 days of Giveaways program. Ellen will be

able to provide all the details about the product and inform the viewers of its many

benefits.

Our PR efforts will give Amazon an advantage over their competitors. When

researching if Apple has participated in Ellen’s 12 days of Giveaways specifically with the

Apple Watch, we could not find any information verifying that they have. Although they

have participated with their iPhone, we do not believe that they have with their

smartwatch. This will give Amazon an advantage because Amazon has also participated

in the giveaway with various prizes, but never with their version of a smartwatch. As

previously stated, it will be a great way to inform the consumer about the watch and

even give them the opportunity to try the watch themselves.

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V. Integration
There are multiple promotional efforts being used to bring attention and

recognition to Amazons newest product extension of the FireWatch. These efforts

include sales promotion, digital media, direct marketing, public relations, social media

ads and a tie together slogan.

The campaign slogan for the company is “Work hard, Watch it happen”. This

slogan incorporates all that we want the customer to take away from this product. We

are aiming to attract the busy hard-working professional who lives their life on the go.

We use the play on word to indicate what it is that we are introducing, a watch, and

then also giving the consumer the idea that there are able to watch the real time

updates appear directly on their wrist.

For our digital media effort, we will employ banner ads onto the Amazon

website. With Amazon being home to many returning users and consumers indicated by

the high number of Prime members, a banner ad will grab attention at the top of their

website and will interest the frequent Amazon customers to this new and exciting

product. This type of advertising will cost us the little to nothing. The reason being, is

that amazon has control over its own website and therefore can run its own ads with no

cost to them. We will also use other social media websites that are current with our

target consumers to advertise our banner. To employ this advertising effort, we would

simply need to buy the banner advertisement space on the various social media

platforms. This is accounted in our budget.

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 For our public relations we will be giving out our Amazon FireWatch on Ellen’s 12

Days Giveaway. This will occur at the end of our campaign giving the brand time to gain

substantial recognition before the Christmas season. Aligning our brand with that of a

highly rated TV show with many viewers will give us the extra edge needed for the last

leg of our campaign. The premier on the 12 days of giveaway will allow for a reminder to

consumers that we have a new and exciting product ready for purchase for any

individual. The cost of this would simply be the cost of the product times the number of

products we are required to provide to the show.

For our direct marketing will be placing our package inserts including our

promocode “spark15” giving 15% off to returning customers especially Prime members.

This technique is the best way to capitalize the market Amazon already reaches on a

daily basis. It also gives the company a way to show appreciation to its large and loyal

customer base. Reaching out to those who consistently use Amazon as a retailer and

servicer would be the most likely to purchase the new Amazon product of the

FireWatch. This would be the costliest form of advertising due to the cost of printing.

Though it will pull the most money from our budget between production and the

promotion code we feel as though it will be the most effective.

VI. Budget Summary

The approximate budget set for our FireWatch advertising campaign is

$22,550,000. That budget number included the following advertising efforts that we will

be putting into effect over the first year following the release; Package inserts for Prime

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 members with our promocode “Spark15”, banner, billboards, Spotify audio ads, Ellen’s

12 days of Giveaways, and social media posts. According to the attached chart below

you can see that our package inserts consumes 33% of our overall advertising budget.

The reason we have decided to focus the majority of our efforts in this category is we

feel as though the majority of our initial purchases will come from Prime members. We

are targeting dedicated Amazon customers who already trust and are aware of the

brand equity. Our least costly advertising effort is our website banner, the reason being

Amazon has control of their own website. The purpose of this advertisement is to catch

the consumers attention immediately upon visitation to the website. The remainder of

our efforts are mixed with the sole purpose of bringing attention and recognition to

Amazon’s product extension of the FireWatch.

Figure 6: Campaign Budget

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VII. Campaign Flowchart

Figure 7: Campaign Flowchart

VIII. Measurement and Evaluation

Measurement and evaluation are two continuous tasks during a campaign that

are imperative to ensure success. While it may be hard to measure each specific task,

we could increase our accuracy and reliability of the information by asking customers

who are buying the product how they found out about the product at check out. This

would ensure that all purchases are being accounted for and all statistics are accurate.

Regarding advertising, the two main efforts that will be made are a billboard and

a radio commercial spot. This section of our campaign would be evaluated at the time of

the sale, as well as at each quarter. To keep in line with our marketing objectives and

IMC objectives, it is important to always track progress on a monthly basis to reflect and

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update methods as needed. For the billboard ads, they will be primarily evaluated

through the survey during the purchase as it is difficult to see how many people act on

the sight of the billboard. Regarding radio, it will be analyzed through the survey but

also through how many interactions there are with the ad.

For direct marketing and sales promotion, product inserts will be used to

capitalize on the loyal Amazon customers who buy products from Amazon regularly.

With Amazon already having a large customer base, it will be a good promotional effort

to generate awareness about the product. Since there is a limited amount of product

inserts, it will be easier to track the effectiveness of this portion of the campaign and the

promocode would serve as the technique for measuring and evaluating how many

customers who received the promocode bought the product.

For digital media, banner ads and social media posts will be used to spread

awareness and gain attention of Amazon’s pre-existing customer base as well as bring in

new customers who subscribe to Prime. They will be evaluated through social media

impressions, clicks and interactions with the social media posts. With the banner ad

being operated by Amazon, it would be easy to obtain the click numbers that direct

customers to the product page for purchase.

Lastly, regarding the Ellen’s 12 Days of Giveaways public relations effort, it will

be evaluated by the number of customers who are referred by people receiving the

product at this event and their overall reviews. With Ellen’s segments being posted on

YouTube and her own EllenTube, it will allow for maximum exposure and be a reference

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 for interested customers. Given the success of this campaign, another option could

include contests and giveaways in the future.

IX. Conclusion

The FireWatch will be a new product line for Amazon. The product is designed to

be a convenience factor for the individual wearing the watch and will blend seamlessly

into their everyday life. The consumer will be able to be in constant contact by linking

the watch with their phone, track their fitness, utilize Alexa, among many other

benefits. ALE Advertising will be utilizing various different advertising techniques

including package inserts with a promocode, banner advertisements on Amazon’s

website, billboard advertisements, radio advertisements, sponsorship events, along with

social media posts. The goal of these various advertisements is to inform the customer

of the product and motivate them to purchase a FireWatch. Amazon already has a large

stake in many different industries, and with our product and marketing plan they will be

able to have a large stake in the smartwatch industry as well. If you choose to

implement our marketing plan for the FireWatch you will be also be able to work hard

and watch it happen.

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