BSc Business Management: Dyson V15 Vacuum Cleaner Marketing Campaign

This report provides a comprehensive analysis of Dyson's V15 Vacuum Cleaner marketing campaign. It outlines the campaign's objectives, including spreading awareness, increasing profitability, enhancing customer engagement, and improving brand image. The report details the measurement of success through social media engagement, sales comparisons, customer reviews, and feedback. The campaign plan is broken down into five communication channels: Facebook, Instagram, Twitter, YouTube, and the Dyson website, each utilizing attention, interest, desire, and action (AIDA) strategies. The report reflects on the campaign's effectiveness in brand awareness, customer interaction, and the use of social media platforms and hashtags. It concludes that the campaign successfully leveraged various digital marketing tools to achieve its objectives and increase sales.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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Contents

Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
It is very crucial for the management of the business organization to develop
an effective marketing campaign during performing the marketing activities. This not
only helps in increasing the sales of the company but also helps in increasing the
profitability for the firm (Pinarbasi, 2019). The main motive behind developing the
marketing campaign is to spread the awareness of the company products in the
market. The following report is based on the Dyson company which is a well known
multinational organization, founded by James Dyson in 1991. The firm headquarters
are situated in Malmesbury, England. The following report is based on the marketing
campaign of Dyson's V15 Vacuum cleaner.
Campaign objectives
There are different objectives which are set by the higher authorities of the
company which are beyond the development of V15 Vacuum Cleaner of the selected
company (Nwankwo and Richards, 2020). By developing effective marketing
campaign these set objectives can only be attaining. While developing the marketing
campaign SMART objectives are set by the business organization. In relation to the
marketing campaign of the Dyson V15 vacuum cleaner, the different objectives have
been discussed below: -
 In the upcoming next 3 months, spread the good image and awareness of the
vacuum cleaner in the market.
 Increase the company profitability by 20 % within the next 2 quarters.
 Enhance the customers engagement on the digital platform by 30 %.
 Increase the sales of the V 15 vacuum cleaner by 10 % within the next 1
quarter.
Improving the brand image of respective business
organization in the market.
Measurement of success
Different types of measurement tools must have to be must have to be adopts
by the management of the Dyson in order to identify the success rate of the Dyson

v15 vacuum cleaner marketing campaign form which some of them mentioned
below: -
 On the social media website of the Dyson, increase in the number of the like,
comment as well as share on their post.
 Comparing the sales before posting the images of the V15 vacuum cleaner on
the different social media platform (Sharma, Kaur and Syan, 2021).
 The customers reviews of the Dyson v15 vacuum cleaner form the magazine
as well as the newspaper.
 The feedback from the customers will be used by the company management
in bringing modification within the product.
Campaign plan
Communication 1: Facebook
 Attention: the management of the Dyson company provide the v15 vacuum
cleaner in different types of colors and the campaign which is developed for
the v15 vacuum cleaner on Facebook comprises a small video of the 20
seconds, which assist in attracting the large base of the customers towards
the product. The various attractive colors of the product result in developing
interest in the customers.
 Interest: it is very essential for the Dyson management to utilize the attractive
headlines while posting any post. This result in developing interest for the
Vacuum cleaner. In addition to this, management also have to attach the link
of the company websites so that the individual reach to the company websites
and see other options (Cham and et. al., 2022). This is found to be the best
approach in developing the interest within the less time.
 Desire: the marketing campaign which are developed by the Dyson company
for their V15 vacuum cleaner must contain the extremely effectively headline
as per the user requirements. These headlines develop needs for the product
in the customers mind who were targeted. “Laser Reveals Microscopic
Dust” is the headline which are used by the firm which represent that the
product is made up of advance technology which clean the small dust that
leads in developing the need for purchasing the product in the customer mind.

 Action: company official websites links are also attached, that assist the user
to easily reach to the company sites. The Facebook user can like, share and
comments on the company posts and give their feedback in the comment for
the product in the comment sections.
Communication 2: Instagram
 Attention: the utilization of the excellent technology by the Dyson company
management in the V15 Vacuum Cleaner give assistance to them in attracting
the customers attraction towards the item.
 Interest: captions are also used by the organization which is needed to be
personalized that assist in making effective bond with the customers. In order
to develop interest within the consumer for the product the respective firm
also offer discounts and other benefits (Mogaji, 2021). In addition to this, the
firm also posted the product image on the Instagram page which allow the
consumer to do comments on the photo, which result in creating interest
within the customers.
 Desire: Hashtags are also used by the Dyson company for enhancing the
brand image. Different types of individuals are posting the images of the V15
Vacuum Cleaner on Instagram with the attractive Hashtags. The re-posting of
the images or the post by the company result in creating the desire within the
customer’s mind. The sharing of the picture over the social media platform by
the happy customers result in developing the positive surroundings.
 Action: Links are attached by the Dyson company of their websites in below
their posts so that product can be seen by the consumer and they can make
the purchase. The post can also be shared by used with their near ones such
as friends, family and many more.
Communication 3: Twitter
 Attention: -the regular implementation of new technology or innovation within
the V15 Vacuum Cleaner by the Dyson may act as eye catcher for the
organizational customer as it helps in helps in attracting the user attention.
 Interest: -the post which are made by the company on the Twitter, comprises
the caption like “Laser Reveals Microscopic Dust” (Crabtree and Zhang,

2022). This assists the Dyson company in developing the interest towards the
product in the household’s minds to buy the product. The people who love the
cleanliness must be target by the Dyson company first.
 Desire: - the real image of the Vacuum cleaner has been posted by the
company so that effective image can be developed in the people mind and
attract the large base of customers with a desire to purchase the product.
 Action: -the purchase option is attached below the post, which assist the
consumer to reach to the official website of the Dyson company. This result in
increasing the sales of the Vacuum cleaner and along with this, feedback can
also be given by them in context to the product.
Communication 4: YouTube
 Attention: -by representing the proper use of the Vacuum cleaner in the
video along with the use of advance technology catches the attraction of the
user who are looking of the product.
 Interest: - the video or the advertisement which is developed by the Dyson
company for their V15 Vacuum Cleaner helps in spreading the awareness
about the product. With the help of this, the user are able to known about
technology which are utilized in the product and how to use the equipment.
This result in developing the interest of the consumer for the product.
 Desire: -the video which is created not only focus on the V15 vacuum cleaner
but also comprises off the different features of the product along with the
varieties available (Turuk, 2021). This gives assistance in developing the
desire or purchasing the product as the people have many options in front of
them which satisfied their needs.
 Action: - Links to buy the product is attached by the Dyson company in the
description of the video from where the people see the product with their price
and different features. This result in action of purchasing the product by the
purchaser directly from the official website of the firm.
Communication 5: Website

 Attention: as the respective company has a well known image in the
electronic market. Focus has been paid by the company on the designing the
different designs of the vacuum cleaners by implementing the different sort of
technologies or making innovation in the product (Themistocleous, Pagiaslis
and Smith, 2018). Actual image of the vacuum cleaner is uploaded by the
company on their websites with its features.
 Interest: The management of the Dyson company deals in different types of
vacuum cleaners with several technologies and features. The varieties of the
product with several prices and features result in creating the interest for the
equipment in customer’s mind.
 Desire: - accurate information about the V15 Vacuum cleaner has been
posted by the Dyson company on their official websites which develop a
desire within the customers to buy the product or several other electronic
items.
 Action: -the customers can make the purchase through Dyson company
official websites. The company management provide their websites links to
the other social media platform like Facebook, Instagram, Twitter and many
more (Flash and et. al., 2020).
Reflection on Campaign
Reflection helps to understand the different approaches and the Dyson
company has taken to increase sales of V15 Vacuum Cleaners. This not only assists
the business organization in spreading the brand awareness of the product but also
helps in increasing the profits. Each business enterprise uses different types of
social media platform like Instagram, Facebook, Twitter and YouTube. To create the
social media marketing campaigns, Dyson uses numerous social media platforms.
This is because it is considered the finest way to advertise, that can also reduce the
cost of the company. It also helps the business to reach to the extreme number of
customers, which helps to increase brand awareness. As huge number of people
spend most of their time on various social media platforms, and companies can get
attention by posting compelling photos and videos.

Social Media: while developing the marketing campaign for the V15 vacuum
cleaner, different types of social media platforms has been used by me as sources or
channels for advertising. This is the utmost cost-saving advertising method. As these
channels are used by individual in a very large manner, so the wide reach of these
channels helps in spreading the good image and helps in improving the interaction
between consumer and management. So, this can be said that social media
channels allow companies to target larger sections of their population in a time and
cost-effective manner. Diversification of digital marketing tools and development of
social media act as a crucial tool for the organizations.
Customer interaction: Facebook
Facebook is considered as most widely social media tools which is used in almost
every part of the world. This digital platform has a built-in app name messenger
which assists admins to effectively interact with clients by sending them crucial data
about their products. It also provides the Dyson company with the ability to respond
to messages 24 hours a day which could be very beneficial for them. This leads to
the expansion of positive relationships between customer and management. The
Dyson V15 Vacuum cleaner campaign on the Facebook also helped the firm in
increasing their sales.
.
Hashtags: Twitter and Instagram
The attractive hashtags which are used by the company act as a search tool for
individuals as it assists the customer in finding the post easily. The words which are
used in the Hashtags narrow-down the search for the product on the social media
platform. While posting the post for the V15 Vacuum Cleaner hashtags are also used
by the company with the advanced technology.
Conclusion
From the above report it has been concluded that, in order to spread the awareness
about the product and attain the organization goals an important role is played by the
marketing campaign. With the helps of these marketing campaigns a strong bond or
relation can be develop between the customer and the management which not only
result in increasing the sales but also helps in increasing the profits. This report

concluded about the different types of social media platform like Facebook, Twitter,
Instagram, YouTube and more in relation to the Dyson company which help in
achieving the objectives of marketing campaigns.
References
Pinarbasi, F., 2019. Contemporary Issues and Challenges in Marketing Environment
Worldwide. Handbook of Research on Managerial Thinking in Global
Business Economics, pp.22-40.
Nwankwo, S. and Richards, D., 2020. Contemporary issues in entrepreneurship
marketing. Entrepreneurship Marketing: Principles and Practice of SME
Marketing, p.337.
Sharma, R.R., Kaur, T. and Syan, A.S., 2021. Contemporary Issues in Sustainability
Marketing. In Sustainability Marketing. Emerald Publishing Limited.
Cham, T.H and et. al., 2022. Digitalization and its impact on contemporary marketing
strategies and practices. Journal of Marketing Analytics, pp.1-3.
Mogaji, E., 2021. Contemporary Issues in Brand Management. In Brand
Management (pp. 241-255). Palgrave Macmillan, Cham.
Crabtree, R.M. and Zhang, J.J., 2022. Challenges and opportunities of contemporary
sport marketing: Strategic perspectives. Sport Marketing in a Global
Environment, pp.1-13.
Themistocleous, C., Pagiaslis, A. and Smith, A., 2018. Customer Information
Management: Contemporary Issues of Privacy and Trust.
Turuk, M. ed., 2021. Entrepreneurship: Contemporary Issues. BoD–Books on
Demand.
Flash, A and et. al., 2020. Contemporary Issues in Business Economics and
Finance. risk, 60, p.136.