Radix Lecti: Digital Marketing Strategy and Customer Persona Analysis

This project outlines a digital marketing strategy for the Radix Lecti electric skateboard, targeting young, urban individuals in the UK. The plan includes a detailed customer persona, focusing on online habits, social media usage, and search terms to inform advertising and content strategies. The 4Ps of marketing (Product, Price, Place, Promotion) are defined, emphasizing online sales through Amazon and eBay, and influencer marketing through celebrities like Casey Neistat. The RACE framework (Reach, Act, Convert, Engage) is employed to define objectives and tactics, with specific strategies for customer acquisition, conversion, and engagement, including loyalty programs, warranties, and push notifications. The video presentation aims to convince the seminar leader of the effectiveness of the proposed marketing plan. The project addresses the requirements of a brand manager role, presenting a comprehensive marketing strategy for the electric skateboard launch.

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.