Dilesh Parekh 17026962

Submission 1A

Task 1- Introduction

This #DSMMCM1920 blog will discuss how the brand Under Amour, a sportswear performance brand, can generate more sales of their Anthony Joshua limited edition, boxing gloves.

Task 2 – Target Audience

Target Audience	+	–
People who follow ‘Anthony Joshua’ on Instagram. ✓	-AJ has 10.5 following base on Instagram. –130mil Instagram users engage with shopping post per month. -Rich media types such as, videos/images receive 95% more views.	-A portion of AJ’s following is not at all interested in boxing. -Follow him on the 5 higher ranked social media platforms.
Boxing athletes that train in boxing gyms and check into Facebook within the area of Watford.	– AJ has more of a personal connection to his fan base in Watford. – A population of approx. 90,000. -22 boxing/Fighting gyms just within the area of Watford. Facebook check-in is popular feature on facebook	-Watford population is ageing, with an average age of 39+ -AJ is a world renound sportsman; with 56 countries searching his name via Google.
Boxing fans that regularly purchase on sky sports box office to watch major boxing fights.	–“In the UK, adding TV to an ad campaign generates a 40% increase in effectiveness” – A reach of over 1.5M in sky sports box office purchases for AJ vs Klitschko fight.	-Expensive to target this audience because of advertising cost. –54% of 18-24 year olds use other from of illegal streaming methods to watch fights. -Sky Sports Platform is only available within the U.K. –Pay-per view is on the decline

Justification

Instagram attracts 10.5mil people, at lot larger than the other TA’s who have 90,000 and 1.5mil.
It is a lot easier to engage and create purchases, as there is easy access to webpage links. Other TA’s looking it up themselves.
organic/paid methods on Instagram. Instead of attracting people of Watford or on paper-view using only paid methods, which is expensive.

Risk

TA large but isn’t as specific as the other audiences.
Limited to targeting AJ fans that only follows him on Instagram- a large potential audience being missed- leading to risks of sales decreasing.
Competition using same AD methods- ad budgets has increased to $31 billion- harder to be heard.

Task 3- Communication objective

Acquisition	Objectives	+	–
A01	Show AJ using PSO on stories ads. Increasing Insta story viewings by 8% by 04/2020.	-can increase sales by 4% –400mil people use stories daily. -Objective easy to keep track of.	–People skip ads on stories.
A02	Increase the amount of paid sponsored ads on AJ’s Instagram page from 4-8 post per month by 03/2020.	–Tailored audience -Regular post- means more awareness.	$3.00 per click (expensive). -Hard to deliver successfully
A03	Increase 5% more PSO related post on AJ’s and Under Amours Instagram pages, 1 month prior to an AJ fight.	-200,000 more likes during upcoming fight. –81% of consumers shown to purchase product seen on social media.	-Other different boxing post.[1]

Conversion	Objectives	+	–
C01	15% Increase of the number of people who have bought the PSO to leave a review in the comments of AJ’s PSO post by 05/2020.	24% of consumers read reviews before purchase. – lots of reviews. -Online reviews can increase conversion by 270%.	–Bad reviews – ↓sales
CO2	Achieve 30% increase of people swiping up to the website link from AJ’s Instagram stories and converting 15% of these viewers to purchase PSO, by 06/2020.	-Cheaper way of driving people to website.	Swiping up Less engaging action
CO3	Achieve 2-giveaway post p/m and enter people who purchase the PSO into the giveaway before 09/2020	– 70% faster following growth, doing giveaways. – ↑ sales.	– loss of capital.

Retention	Objectives	+	–
R01	Increase number of repeat purchase by 15% from people signing up to email subscriptions after purchasing PSO product by 10/2020	– 2.9 billion email users. -People who use email spend 138% more.	100bil pieces of Junkmail p/y (US).
R02	Additional products being added to checkout from the linked webpage site on Instagram, to every 4 in 10 people by 12/2020.	-force selling at checkout. –84% refer to social media before purchase.	-11% abandon carts.
R03	Increased the number of users engaging with the discount code, from 5% to 20% by 09/2020.	-92% looking for discounts. easy to track	People share the code.

Chosen Linked Objectives	Justification	Risks
A01	-Stories are the most interactive feature on Instagram. -Stories allow to be more personal to TA. – Instastory ads are cheaper than Instagram post ads.	– Higher number of engagement for likes and comments. -Skipping story ads, means less exposure to ad.
C02	-Swiping up on stories is a quick way to get to the desired website. -This conversion has clear link to A01 . Linking with Instagram story. -C01+C03 doesn’t lead them to product page, harder to create purchase.	-Quick ad, harder to grab the attention. -TA not know how to get swipe to link, leading to miss of sale.,
R02	– Oppunity to retain consumers for longer periods. – Retain interested audience more specifically. -Links to C02 where people subscribe after purchase on website.	– Attract more people with discount codes (92% of people). – Junk mail is popular, means TA may discard the email.