Digital. Marketing. Strategy. Electric. Skateboard. Ele

This is an assignment about designing the Digital Marketing Strategy that we have to do in order to meet three SMART objectives for a product (which is a electric Skateboard). Objectives should be based on reach/acquisition, conversion and/or engagement (preferable one on acquisition, one on conversion and one on engagement). The PPT it has to be around 6-8 minutes presentation and I have to present the product and its strategy, which is detailed a little bit between this two documents I attached. Basically, the most detailed plan and strategy for the launch of the product with specific influencers, pages, etc. in 6-8 min.

Digital Marketing Strategy
Electric Skateboard

• Electric Skateboard refers as the fast and simplest personal
transport. The colorful boards, the wheels and the stunts
offers great sports life (Fang and Handy, 2019).
• These boards are for young people who are looking for a
simple and stylish way to transport in urban areas.
• It is an efficient and environmental friendly way to
communicate in cities.
Electric Skateboard
Hub motors
Out-runner motors

Product
• Electric Skateboard: personal transporter with relatively lower price as
compared to other market players to be launched through online sale in
next six months (Platt, 2018).
Price
• Finest price that is $1000 with extremely high-quality and well-designed
parts which are customizable.
Promotion
• Customer can buy it from online shopping channels including Amazon and
eBay. Mobile application will be available to book and customize the
product.
Place
• The future vision is to become leading product in Electric Skate in the
United Kingdom by attracting young customers in major cities and building
a loyal online fan base for the products through likes and positive reviews.
Four P’S

• The targeting customers of the company include young individuals
who are looking for efficient, eco-friendly and stylish way to transport
in cities.
• Mostly these customers include college students who watch YouTube
and influenced by influencers such as Casey Neistat and Nitro Circus
(Holt, 2017).
• Target audience include people who likes skateboarding or surfing
and who mainly live near major cities which have inefficient public
transpiration facilities.
• Brand message is “enjoy your commute while caring for the world”
• Partnership will be made with celebrities such as Casey Neistat to
bring their audience on the platform of the company.
Costumer Persona

SMART Objectives
• To successfully launch a product that appeal to
millennial customers in the United Kingdom within six
months.
• Digital marketing tools will be used to reduce the cost
of marketing and gain followers and likes to increase
awareness regarding the product to a large audience.
• CRM (Customer Relationship Management)
techniques will be used to build loyalty and attract
customers for the product in a short period of time by
creating hype about the product online.

RACE Framework
• R: Reach
– In order to engage with customers, social media sites such
as Instagram and YouTube will be used.
– Mobile application will be used for booking and feedback as
well.
• A: Act
– The product will be promoted by influencers such as Casey
Neistat who have the potential to influence young
customers (Holt, 2017).
– The product will be promoted on their social media platform
to reach a diverse customer base.

RACE Framework
• C: Convert
– Customers who pay-in-advance before anyone else will be a part of
customer loyalty program, and they will receive one free skateboard
customization option.
– Unified customer profile will be created to allow customer to build
their fan-base online by customizing their skateboards as per their
preference.
• E: Engage
– Customers will receive two year free warranty, and they will have the
option to change their batteries for free if they become defective in
one year.
– The mobile application will allow customers to send push notifications
when they wanted to organize group rides .

References
• Fang, K. and Handy, S. (2019) Skateboarding for
transportation: exploring the factors behind an
unconventional mode choice among university skateboard
commuters. Transportation, 46(1), pp.263-283.
• Holt, N. (2017) How Casey Neistat Increased ‘Boosted
Board’ Searches by 300%. [Online] Available at:
https://www.ovrdrv.com/casey-neistat-boosted-board/
[Accessed 07/07/2019].
• Platt, L. (2018) Rhythms of urban space: skateboarding the
canyons, plains, and asphalt-banked schoolyards of coastal
Los Angeles in the 1970s. Mobilities, 13(6), pp.825-843.