ADV 420 Final Presentation: Digital Strategy

1. DIGITAL STRATEGY
BY
LUKE LIVINGSTON

2. OBJECTIVES
• Increase tire sales
• Create loyal customers
• Increase social media engagement
• Create stronger brand awareness

3. TARGET AUDIENCE
• The goal is to reach as many people as possible and
convert them into loyal customers.
• Anyone with their own automobile
• Safety conscious drivers
• Drivers that are performance driven
• Eco-friendly drivers

4. BIG IDEA
• Position Bridgestone as the number one tire company in
the minds of the consumers using various digital
strategies that include:
• Interacting with consumers on various social media
platforms. (Facebook, Instagram, Twitter)
• Create online commercial campaign to run before YouTube
Videos.
• Event Sponsorships with Quick Response (QR) codes.

5. SOCIAL MEDIA
• Facebook
• Increase consumer interaction
• Instagram
• Use for post about Bridgestone events
• Twitter
• Increase followers
• Keep consumers updated about products and deals

6. INTERNET MARKETING
• Content Marketing
• Informing customers is key part of strategy
• SEO
• Google AdWords
• Large portion of the budget
• Important to make finding Bridgestone through Google
effortless.

7. MEASURE THE
PERFORMANCE
• Sales increase
• Goal: 10-15% increase in a year
• KPI
• Searches for “Bridgestone Tires”
• Sales numbers
• Social media followers
• Number of Website visits

8. MOBILE STRATEGY
• Increase mobile advertising through various apps.
• Create Official Bridgestone App
• Store locations
• Tire specifications
• Odometer/Tire tread

9. BUDGET (ANNUAL)
Social Media: $40,000
SEO: $100,000
Mobile Marketing: $50,000
Online Marketing: $60,000
Google AdWords: $80,000

10. SUMMARY
The goal of Bridgestone’s digital marketing campaign is to
raise brand awareness and to position themselves ahead of
their competition. This will be accomplished using various
methods of digital marketing that will further Bridgestone’s
success.