LO5 PITCH TO CLIENT

LO4 HOW AUDIENCES WILL BE TARGETED

My product will target my audience by using synergy and narrow cast channels by approaching a very niche audience on similar content.  The USP of my product i the ability for the user to receive and view messages without needing to open up their phone to check. what is going on. The main attraction for this product is the convenience of being able to stay on the move without the need to stop and look down at your phone on a crowded street or whilst in a meeting.

The advertising campaign will target the upper class working professionals with reasonable disposable income as this is the demographic which will be able to buy my product and will make the most use out of the USP of my product. Also as digital natives my target audience will all already own smart phones and have social media accounts making the use of digital/social media campaign appropriate

We will also target the audience by using bellow the line advertising as this will be the best way to aproch our targt audience as i feel an above the line campaign would nt help as very main stream media users will not be able to aford the product and will not appeal to them based on their function meaning that i belive we would be better targeting on a more narrow cast platform.

LO4 Treatment

Frosted Glass™ Proposal

My intended idea

I intend to produce a augmented reality glasses, which will provide user with a head up display which will deliver information to the user by connecting to the users phone through Bluetooth i.e. SMS, emails, phone calls. The smart glasses uses a light projection to create a transparent display that the user can receive information on. The glasses arms will have built in bone conducting earphone which sit over the users ears so that they will be able to seamlessly slip in and out of conversation and with the audio from the glasses, which will work together with the built in earphones to allow the user to make and receive phone calls. My product would have a built in ecommerce system, which the user could pay for items with by aligning points that can be seen by the user in the glasses and on the chip and pin machine. The use of an on board camera will allow the user to record important events i.e. birthdays or meetings without the need of holding an camera.

Format/technologies to be integrated and used

These are the technologies which I am going to integrate into my product:

·        Ecommerce

·        Ear phones

·        Bluetooth connectivity

·        Internet access

·        Phone calls

·        SMS

·        On board camera

Goal/purpose of the idea

The goal/purpose of this product is for it to be a luxury product to allow people to stay in touch and updated seamlessly with their personal and professional life. This product will prevent you from having to extract yourself from human interaction and to keep connected and up to date and eliminates the need for you to be looking down at your phone every time it goes off or vibrates. This product could have universal applications for helping people with disabilities or elderly people from reminding them to take their medicine to helping them navigate daily life. 

Target audience

·        The target audience is ABC1 NRS groups this is as they will need a considerable amount of disposable income to be able to buy the product.

·        Male and females

·        aged 35+

How is this an original idea/what technologies is it a development of

I think this product is a development of the smartphone and is it is a furthure step towards wearable technology becoming a thing of the future and although this product will be reliant on the connectivity of a mobile phone, I think this idea could land us into the future development of having an independent heads up display and make smartphones obsolete, and through furthure development of the technology it think we could improve this technology into 3d interactive augmented reality in which the user could interact and pick up objects that they can see through their glasses. 

Visual style ideas, house style

The house style of our product is a very clean cut and professional with very pure colours i.e. white to connote elegance and efficiency to the user. The graphics and user interface will be very minimalist so that it wont obstruct the users view on the world in front of the user. Our house styles colour will consist of blue black and white,  I have chosen these colours ‘as they are very clean cut an professional and will appear to our working professionals.  

How it will be marketed

The best marketing campaign for this product would be a below the line advertising campaign as the target audience for this product is quite niche and I think an above the line marketing campaign targeted at mass audiences will be lost on many of the people who see it as they will not be interested in the product and will not have the disposable oncome to buy the product and I think by using synergy we can will be able to market directly to the target audience.

How channels of distribution and platforms enable audience to be reached

Social media :

Converging technologies has made it easier to market my product and thanks to the invention of things like Web 2.0 and semantic web as it allows us to directly advertise to the target audience of my product using below the line advertising techniques and utilising social media advertising, thanks to the convergence technology of smartphones, our target audience made up of young professionals and digital natives who will own a smartphone and will most likely have a social media account. Social media accounts will facilitate the ability for VOD services in which we can run our social media marketing campaign.

TV:

We could also look for TV advertising campaign and use synergy to schedule our adverts so that they are scheduled between programming that would appeal to our target audience i.e. News those use of above the line advertising allows us to reach our target audience on the masses. All thanks to video on demand services our ads could appear with on demand services which will widen our audience.

Digital print:
Due to the convergence of magazines, smartphones and tablets we would be able to market our product on digital magazines that would appeal to our working professional target audience i.e. Economist and could make our ads more like GIF to draw attention to the ads. This use of below the line advertising uses synergy and will help to pin point our ABC1 target audience.

How different audiences can be reached

I have introduces an above the line techniques into the marketing plan by including a TV advertising campaign as this will be distributed using synergy on media platforms which our target audience will use i.e. if we were to run ads on Al Jazeera we would be able to distribute to a more diverse demographic which we would’ve not reached otherwise.

Why chosen distribution channels are a good idea

The chosen distribution methods are appropriate as they are aimed towards our target audience of working professionals as we have looked into the use of convergence technologies which will appeal to the target audience as they are digital natives and through they use of web 2.0 we will be able to market to them based on their interests and likes.

Design ideas/cad drawings/illustrator or photoshop mock ups of the interface/control systems of the idea

LO4 CHANNELS OF DISTRIBUTION

Social media 

Converging technologies has made it easier to market my product and thanks to the invention of things like Web 2.0 and semantic web as it allows us to directly advertise to the target audience of my product using below the line advertising techniques and utilising social media advertising, thanks to the convergence technology of smartphones, our target audience made up of young professionals and digital natives who will own a smartphone and will most likely have a social media account. Social media accounts will facilitate the ability for VOD services in which we can run our social media marketing campaign.

TV

We could also look for TV advertising campaign and use synergy to schedule our adverts so that they are scheduled between programming that would appeal to our target audience i.e. News those use of above the line advertising allows us to reach our target audience on the masses. All thanks to video on demand services our ads could appear on on demand services which will widen our audience.

Digital print

Due to the convergence of magazines, smartphones and tablets we would be able to market our product on digital magazines that would appeal to our working professional target audience i.e. Economist and coul make our ads more like GIF to draw attention to the ads. This use of below the line advertising uses synergy and will help to pin point our ABC1 target audience.

LO2 Evolution of the marketplace in your sector

Large conglomerate companies have changed to meet the needs of convergence technology by changing the properties and abilities of their products, for example Apple have changed the size of their screens as their products have developed to make it more pliable to other types of media that have been integrated into their products i.e. VOD services will benefit from the increased screen size and with the development of video calling with things like Skype being released in 2003 they converged this technology into their product by introducing a front facing camera to the iPhone 4 in 2010 so you could make video calls. These examples of product developments in response to new technologies and then converging them with their own product to make them more functional and desirable. This is a applicable to my product as things in the field of image projection and VR is still developing and as the technology develops the product will be open to different developments into and open to other convergent technologies.

Through using online planning and communication tools like Facebook or other project planners like Apollo, we are able to assign tasks and organise what dates things are going to take place i.e. prototyping times etc. and thanks to convergence technology and being able to communicate with our teams and increase productivity and help us achieve global reach and will increase. 

LO2 Changing marketplace

The changing media market place means that the average internet user accesses 5 different social media platforms a day creating a higher influx of messages and notifications meaning the average brit will check their phone and average 10,000 times a year, which is the equivalent to checking it 28 times a day. This increased influx of social media and communication across a wide variety of platforms and mediums in the last 10-20 years has made us more connected in different ways both personal and professional. In 2012 texting over took phone calls a the most popular ways to communicate, which I think leaves the ability open to the development in the communication technology sector of a much more convenient way to receive and view these messages, which I not as invasive as getting message after message and needing to check your phone 28 times a day.

A change in cross industry relationships have created the opportunity for new technology products like this one, a good example of this would be the smartphone and the technological convergence that has been included in the development of that. Through the convergence of different technologies in to one devise it has opened the market up to more developments of technological convergence to serve the purposes of the user, i.e. through developments and technological convergence all smart phones now have internet access, a camera, games, guided exercise, movies/tv, music player, telephone, news, books, courses, maps, texting, email, calculator and shopping, these are nowadays seen as the basics in what you would expect of a mobile phone this is an example of black box theory i and technological convergences has led to the eclipse of many other forms of technologies i.e. Apple that the iPod had met its end and then discontinued he iPod classic in 2014, which I think is a direct correlation to the integration of a music player into the standard smartphone. I also have seen that the uses of web 3.0 could be applicable to my product in the sense that with more intelligent and connective data on my particular users habits and hobbies my product would be able to provide an personalised experience for the user so that it would know not to be too intrusive in certain situations

LO1: Changing industries

The companies that are owned by google

Google is a main competitor in this industry and has many subsidiary companies which helps them in developing new products like Google Glass. Through research  spent a lot of time developing the technology that went in to the google glass Google glass was developed by one of Alphabets subsidiaries, Google X. The technology went through rigorous testing and development from the first google glass that was developed the prototype weighed 3.6 kg and then by 2013 they were made lighter than an average pair of sun glasses. Al though the software is made by a third party developer, Google also uses horizontal integration in that the glasses uses Google Maps, Google Now, Google+. These sorts of development and integration can be considered when making my own product an looking into expansion into other mediums and platforms, which could assist in achieving global reach in the future. The target audience of the Google glass was targeted at the developed world i.e. Europe / America as this places who have more disposable income, i can apply this to my marketing plan for my product on a smaller national scale and look to promote my product in the Central business districts of major cities to target digital native/professionals in their place of work through the use of above the line advertising i.e. billboard and posters. From looking at the approach that google took to marketing their product to the target audience i think i should look into marketing towards digital natives and i think a good way of doing this would be through below the line advertising using pop ups and web banners to help find the technology capable users. Possible sponsors could be popular social media sites who would want their app to be assessable and compatible on a new devise.

 Changing industry 

With the increase development of wearable technology designed for personal and professional uses i.e. smartwatches like The Apple Watch, virtual reality head sets and within this industry wear able technology has found its way into helping people with disabilities or impairments i.e. hearing aids or cochlea implants and wearable has been very helpful with the development of athletes i.e. Fit Bit, Hysoco boxing trackers. The development of wearable technology has gone up a great deal since 2000 from the Bluetooth ear piece to the Apple watch, but by looking at the progression of wearable technology I think that there is more technological convergence to be done in the sense that in a wide variety of devises, which all offer different properties and tools, but there is no over lapping areas with different pieces of wearable technology i.e. there is no VR headset that you an take a phone call on or a pair of headphones which will trach your run. I think that the next step in the development of wearable technology is to have a device which will do a wide variety of tasks and serve both personal and professional needs