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Introduction
This is an online marketing proposal to Sudio on how I think they can widen their range of audience, all while keeping to the brand's proposition of sparking the special "time stands still" moment.
Website Analysis
Sudio's current website is very functional, which is great because consumers can find exactly what they're looking for — provided they know what they're looking for.
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However, consumers are often only aware of the type of product or certain qualities of a product they want. In short, this is the difference between how consumers search for products and how marketers sell their products.
User Experience
Where I think Sudio can improve and stand out from other brands is by sorting their lookbook based on "lifestyles" — where consumers can browse the type of earphones based on the purpose they want it for.
Rationale
Consumers are more receptive to marketing that's steered towards what they know best: themselves. By appealing to their lifestyle, they can find exactly what they need, without needing to understand technical terms like "IP55" or "15mm driver".
Instagram Bio
Currently, the link in Sudio's Instagram bio leads to a lookbook page, where the Instagram contents are repeated. This might confuse consumers. My suggestion is to have the URL link to the new lookbook page, where consumers can browse the earphone models based on lifestyles (refer to above).
Augmented Reality Filters
In addition to functionality of a product, everyone cares about how they look when using the product.
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Since augmented reality (AR) filters have been gaining traction, Sudio can be ahead of the game by producing their own AR filters that show consumers how they would look like when wearing the earphones. They can even try out different colours to see which they like best.
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This way, consumers won't have to worry about the size or aesthetics.
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Reference: Michael Kors sunglasses
Influencer Marketing
Since Instagram is where "lifestyle marketing" can be an advantage, Sudio produces Instagram ads and engage micro-influencers to promote their products,
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Currently, the range is limited to lifestyle influencers. This range of target audience could be widened by focusing on the best selling point of the product.
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Here's an example: the Tolv R is ultra light, affordable, and has a long battery life — perfect for travellers and backpackers. As such, the type of influencers that Sudio can engage will be travel bloggers, urban explorers, even travelling photographers.
Campaigns
With the new strategy of appealing to consumers based on their lifestyle, Sudio can now move into advertising campaigns on both online and offline channels, using different messaging based on their new target audience psychographics.
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Digital Optimisation: on platforms like Facebook, Instagram, and YouTube, Sudio can target their ad to consumers who have searched for similar products, or based on different demographics and psychographics.
Online Ads
For those who also take audio quality into consideration when purchasing earphones, we can have video ads that play the music like how consumers will hear it when they're using Sudio earphones. This way, they don't have to worry about quality, or specially go to stores to try out the earphones.
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We could also use those audio clips in Instagram Story highlights whenever a new product is released.
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One main key to remember is to tell the consumers that this is what the audio actually sound like.
(Actual audio quality)
Offline Ads
We can create more lifestyle-focused ads that are interactive and incorporates the AR filter.
For example, we can make use of digital bus
stop ads as a lookbook creator for consumers — where they pose with one of the earphones
from Sudio.
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They simply tap the screen, choose the earphones they like, and pose. There will be
a 3-second countdown before the photo is snapped.
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They can then send the photo to their own
email address so they can share it on their
social media.
Collaboration
Collaboration is an avenue for mutual exposure between 2 brands. A possible collaboration that helps Sudio gain more association with lifestyle other than music, will be audiobooks. This allows Sudio to tap into a niche market on top of music lovers, showing consumers that Sudio can be a part of their everyday routine. no matter which lifestyle they lead.
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