Marketing & the Age of Engagement: Crowdsourcing - Co-Collaboration - Convergence - 75 points

Purpose: The purpose of this assignment is to evaluate the student's understanding of important marketing concepts, including the marketing strategic plan; segmentation and target market(s) and contemporary marketing strategies.

Today companies are utilizing techniques to converge the digital world and the real world. Companies also utilize techniques such as crowdsourcing and co-collaboration to engage the audience. Ask yourself: How do companies use digital apps to motivate customers to come to the brick 'n mortar stores? (This is convergence).How do companies motivate customers and fans to engage with the company at a high level? (This is co-collaboration and crowdsourcing)How do companies successfully use video today to ignite consumer interest? (This is successful online and social media advertising)

Local Motors did all of these with the Rally Fighter.Local Motors did at least two of these with Olli.

Company:Local Motors, Inc. - ASSIGNMENT Value 75 points

1.Find the company website and read the articles the instructor has provided.From a marketing perspective,

(1)Share your perspective of the website's organization and content.

(2) From a marketing perspective", you should discuss how the company's vision is integrated into its marketing efforts.In other words, what marketing efforts has the company implemented to "drive the future"?

At a minimum, students should state and cite the vision of this company (which is clearly stated on the website), and discuss how the vision is integrated into the marketing strategy this firm has created, which includes customer collaboration and engagement.Points will be awarded for the detail.10 points

2.From your reading, and using the segmentation bases, thoroughly describe the target market for the Rally Fighter and the target market for the Olli.One of these brands has a B2C target market and the other brand has a B2B target market.The segmentation bases will differ depending upon whether it is a B2C market of a B2B market.You may have to go back to Chapter 9, if you do not recall; and research to describe the target market for each brand.20 points

When describing the target markets for these products, the student should format the response using the segmentation bases: demographic, geographic, psychographic (as was hinted) and benefit/behavior.

For B2C (Business to Consumer) Market (Which brand?)

Demographic:

Geographic:

Psychographic:

Benefit

For B2B (Business to Business) Market (Which brand?)

Demographic (means something different, check your book in CH 9)

Behavior (means something different; check your book in CH 9)

3.How would you describe the current integrated marketing communication for each brand's target market receives from the company?The Rally Fighter has an integrated message and the Olli has a different integrated message (Chapter 18)

This is not the same as a commercial's tagline.This is what the overall brand's message is - in your own words. The brand may also have some secondary messages.It is ok to mention those, but there needs to be one main message 20 points

Rally Fighter Integrated marketing communication message:

Olli integrated marketing communication message:

4.

VIP

How has this company (1) engaged its audience?How has this company (2) converged the real world and the digital world in its marketing efforts?Provide solid examples.How are they enticing the market to become interactive with the company? (this is very important part of your report) Your response should use the contemporary language of business/marketing that this company embraces 25points

This section may refer to several examples and ideas.The instructor will evaluate it on the detail (two or three sentences will not suffice)) and thoroughness of the submission