The willing are people who are always listening to what is going on around them, sometimes interacting with others. However, they are more prone to listen than give opinions. They generate likes and retweets but almost never publish their own content.
The ones who always want to show their sincerity in social media. They do not always express their opinions but are not afraid to show their likes and dislikes without worrying about what other people think. They would express their style without the fear of rejection.
The expressive are highly active in social media, always express their opinions in forums, create discussions, share their experiences and generate a lot of content without turning into brand ambassadors or influencers.
The altruists are always looking to join social causes, help others and help create social change in the world. It is highly important that all things that they do lead to progress in society: empowering women, water preservation and progress of children (in the US 90% of millennials that believe in social causes will be 40% more likely to buy from a brand that support social causes).
So called citizens of the world, adventurers that like exploring and visiting places that are not common because they believe that there is only one life and you have to live to the fullest. They highly value human interaction, know a lot about nightlife, new bars and clubs and new experiences.
Influencers will also participate at the POS. For those that make a purchase, will have the opportunity to participate in the GRAND PRIZE, which is a one on one with Kendall (shopping experience). Grand Prize winners will be announced around or on Dec 15th.
The Express UR Style APP will accomplish 5 main purposes:
- It will serve as an attention getter for those stores where NO promoters are present.
- It will give promoters a reason to engage consumers during in-store activations.
- It will entice participants to handle, manipulate and experience the POP4 Plus devices.
- It will help create a database of potential target and direct market them during the campaign.
- It will help amplify the Express Your Style Campaign beyond the stores via Social Media thru the consumer experience pictures.
To participate, people must to come to stores. The goal is to create a purchasing intent for POP4 and educate consumer about its benefits.
What is the Express UR Style APP? It is a virtual reality app that will allow users to express their style thru the use of filters (think snapchat) and post them to social media. Filters are unique to the Alcatel styles being promoted in the campaign.
Step 1: Participants share their information (CRM)
Step 2: They choose the style that represents them (data gathering on potential kit to buy)
Statement from influencer is displayed creating affinity between with the brand and campaign thru the influencer.
Step 3: Take a selfie
Step 4: Based on the chosen style, the participant may choose from pre-defined filters that allow them to personalize their style.
Step 5: We present the kit to buy (promoter should pursue the sale of this particular kit)
Step 6: Participants will have the option to share in SM or send pic with filters to personal email.
Consumer Journey at POS
People will come thru natural foot traffic, thru paid media/influencers and thru social sharing
Step 1 : Promoter should invite people to participate in EXPRESS UR STYLE and discover the kit that follows their style.
Step 2: Once the person participated using the APP, promoters should help sell the KIT that fits the participant style.
Step 3: For participating, they may received a gift POP gift (see next slides)
Step 4: Promoter should emphasize the GRAND PRIZE for purchasing (when purchasing, they should register their name, email and IMEI in a portal).
ACTIVATION KIT is designed to be easily installed, portable and affordable (allowing it to be replicated in as many POS as possible)