1. 
Segway
The New Digital Marketing Strategy

2. The Business
 Started in 2001 by famed inventor Dean Kamen.
 VC Capitalist John Doerr opined that it would be
more important than the internet.
 Still not profitable with only 30,000 sold total.

3. Challenges and Goals
 Challenges:
 Overtake major modes of transportation
 Convince people to take a chance on new
technology
 Goal:
 Spread use of Segway globally, starting with Large
cities and college campuses.
 “Make Segway to the car, what the car was to the
horse and buggy” – Dean Kamen
 Make the company profitable

4. New Strategy
 Old Theme: “Simply Moving”
 New Theme: “Transform the Way You Move”
 This is a call to action
 Invokes thoughts of the a better, futuristic
technology

5. Social Media Strategy
 16,000 like on FB
 4,000 followers on Twitter
 Own social network for Segway enthusiasts
 Great idea, great follow through, collection of die hards
 Must get more average people aware of brand
through social media

6. Campaign Launch
 Target big congested cities and college towns.
 Benefit to people in congested cities: quicker than
cars or public transportation, cheaper than car, and
no paying for gas
 Benefit to college kids: easy to navigate large college
campuses, especially better than cars. Also, looks
cool.

7. Google Adwords Campaign
 Keywords: cars, New York, Michigan State
University, bicycles, transportation
 Ad Copy:
“Segway – Transform the Way You Move”
“Rediscover your city for the first time”
“Test the new Segway free for 30 days”
“www.segway.com”

8. Measuring results
 Sales will climb to 20,000 units/ $10 million per year
in the 1st year
 Expect sales of $25 million in year 2 and $45 million
in year 3.
 Success can be measured in 6 months after launch.
If at least 7,500 units are sold.

9. Budget
 $2 million for new social marketing campaign.
 This is 1/50 of R&D budget.
 $500,000 is allocated to Facebook advertising.
 $1.5 million is allocated to Google Adwords.
 This will include traditional ads as well as mobile ads.

10. Final Thoughts
 With this strategy we can begin to change the world
into a more efficient, gasoline-less world.
 As Amazon.com CEO Jeff Bezos once said about the
segway, “Cities will be built around this device.”
 That time is now!