Creation of Brand Awareness

This document discusses the strategies and techniques used to create brand awareness for a new product called PIXMA. It explores the use of social media influencers, Google ads, hashtag competitions, and persuasive messaging to promote the product. The document also highlights the importance of customer testimonials and comparisons with other printers. Additionally, it discusses the use of a points system and media advertisements to engage customers and measure the success of the campaign.

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SOCIAL MEDIA AND MARKETING
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Creation of brand awareness
The new product PIXMA is a wireless inkjet printer that allows users to print from any device.
PIXMA is made using new technology that allows the users to print at any location. Therefore,
the product comes in handy when printing online content directly from the screen of the printer
without requiring a PC. The product will first launch in Kenya, Nigeria and Morocco with Egypt
still pending.
Canon CNA will create awareness about the product through social media (Cadario, 2014). The
social media campaign will include various features such as the use of influencers. The
influencers include persons with many followers on social platforms such as Twitter, Instagram
and Facebook. The company will choose a number of influencers from the various countries to
promote the product. The selected persons will write blogs about the product detailing the
functions, price and availability. Additionally, the influencers will also post short clips of high
quality and sound for the customers to view the unique functions of the printer.
On the other hand, PIXMA will create awareness through google ads (Edelman, 2015). The ads
will take the form of short clips embedded in blogs and social media sites. Google ads present a
good opportunity for creating awareness due to the global reach. Potential customers will have
the opportunity to view the product online.
The hashtag with a competition
An online competition will assist in creating further awareness and usage of the product
(Edelman, 2015). The hashtag competition will run on twitter where influencers will mention the
product in tweets. The influencer tweets will enable the product to trend making it easy for
tweeter users to view. The competition will include a hashtag where tweeter users stand a chance
to win a gift hamper for retweeting. Furthermore, the user with the most retweets will win a
PIXMA printer.

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Additionally, the hashtag competition will run on Instagram through Insta-stories. The stories
will require the participants to talk about the most frustrating experiences while using printers.
Furthermore, the participants will talk about how the PIXMA printer will frustrations while
printing documents. The participants who reach the target number of likes and views will get a
free PIXMA printer and other gift hampers (Cadario, 2014).
Pushing the usage
The campaign will push the usage of the product by creating awareness to the customers through
online marketing platforms (Edelman, 2015). The campaign will use persuasive messages to
convince customers to buy the product. Additionally, the advertising messages will promise the
customers great discounts and long warranty periods.
Additionally, the campaign will post clips of customers giving testimonies of satisfaction after
purchasing the products (Cadario, 2014). The clips will include customers talking about
additional efficiency in printing arising from the use of the printer. Moreover, the customers will
encourage viewers to buy the product and experience increased efficiency and quality.
Additionally, Canon CNA will pay influential bloggers to write about the product for the readers
(Edelman, 2015). The blogs will talk about the new features of the printer such as the ability to
print anywhere and printing online content directly from the screen without a PC. Moreover, the
bloggers will talk about the price and the designated vendors. The bloggers will create an
awareness about the product and persuade the customers to purchase.
The bloggers will also compare the product with other printers that have not adopted the
technology (Cadario, 2014). The comparison will not mention specific competitor brand names
but will generally talk about the benefits of PIXMA compared to traditional printers. The
comparison will allow potential customers to understand the improved efficiency and quality

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brought about by the PIXMA printers. Therefore, developing the urge in customers to buy the
new product for greater quality and efficiency.
Getting entries to the competition
The competition will entice the customers to join through a points system (Edelman, 2015). The
points system rewards the customers with free points in the competition after signing up to
participate. The free points increase the chance of winning the PIXMA printer of a gift hamper
from Canon CNA. Additionally, the customers will have the chance to redeem the free points
earned in the form of phone credit or data bundles. The ability to redeem the free points will
entice more customers to join the competition, thus increasing the reach and awareness of
PIXMA printers.
Pushing for engagement
The campaign will push for engagement through media advertisements that feature testimonies
from printer winners (Edelman, 2015). The winners will have participated in the competition to
win the printers. Most of the advertisements will persuade viewers to participate since the
competition is not a fraud. The advertisements will air on televisions in between favorite shows
to increase viewership.
Additionally, the campaign will use salespersons to register individuals to the competition. The
salespersons will position in malls, markets and other social places to capture more users. The
salespeople will persuade the customers to register for the competition (Cadario, 2014). Further,
incentives from the salespeople will include gift hampers after registration.
Key performance indicators
The campaign organizers will measure success by checking the level of product awareness
(Cadario, 2014). The level of product awareness includes the customers understanding the

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functions of the products, price and availability. An increase in awareness highlights the success
of the campaign.
Moreover, the organizers will check the number of product purchases after the campaign
implementation (Edelman, 2015). An increase in the number of purchased units and revenues will
indicate a success in the campaign. The organizers will compare past market information to
establish the changes in the number of products purchased after the campaign. Additionally, the
revenues and profits earned should show an incremental pattern after the implementation of the
campaign.

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Bibliography
Cadario, R. (2014). The Impact of Online Word-of-Mouth on Television Show Viewership: An
Inverted U-shaped Temporal Dynamic. Marketing Letters, 26(4), pp.411-422.
Edelman, (2015). Risk, Information, and Incentives in Online Affiliate Marketing. Journal of
Marketing Research, 52(1), pp.1-12.