InSinkErator Evolution PRO Series A Social Media Plan This is a social media campaign submitted in partial fulfillment of the requirements of ADPR 4953: Social Media in Advertising and Public Relations Spring 2010. 2010 Nicole Cirone, Katie Fanella, Lauren Lakomek, and Jessica Landry 5/6/2010
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InSinkErator Evolution PRO SeriesA Social Media PlanThis is a social media campaign submitted in partial fulfillment of the requirements of ADPR 4953: Social Media in Advertising and Public Relations Spring 2010.
2010
Nicole Cirone, Katie Fanella,Lauren Lakomek, and Jessica Landry
5/6/2010
InSinkErator: The PRO Evolution SeriesLaunched in 2006, the InSinkErator Evolution PRO Series was designed to specifically
satisfy consumers’ wants in a food waste disposal. Earning a Net Promoter Score of
78%, far above the average of 16%, this series has earned the “world class category”
status. Using new technology, InSinkErator has created a sophisticated and
contemporary product line that meets consumers’ most important wants, grinding
finely, quickly and quietly. “Become part of the Evolution…Grind More. Hear Less.”
Buyer Persona Meet John and Linda
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John and Linda are celebrating their
35th wedding anniversary by building
a beautiful new home on Lake
Geneva in Wisconsin. John, the CEO
of a mid-size software company, and
Linda, a retired accountant, have
achieved great success throughout
their lives both fiscally and personally.
Having four grown children and two
young grandchildren, these empty
nesters have always dreamed of
retiring on the water.
SWOT Situational AnalysisStrengths
• Easily navigable website, clean, modern design
• Well established, 75 year old company
• Invented the first disposal in 1927
• Go-to brand as it is the choice of 9 out of 10 plumbing professionals
• We Come To You™ In-Home Service Warranties
• The easiest disposers to install
• Quick-Lock Sink Mount Available only from InSinkErator
• Technology competition doesn't have: Dura-Drive Induction Motor
• Colored parts to match kitchen decor
• Environmentally-friendly
Weaknesses
• Biggest challenges: Resources (money and manpower) and time within the company
• How to get consumers to come back since they only buy a disposal on average only once every 8-10 years?
• Website has great potential to be helpful, but consumers could face difficulty navigating the content. Where do I click next?
Opportunities
• Individuals are already talking about the high quality and high satisfactition levels with this product.
• Practical for those who can't compost at home
• Garbage disposal creates bi-product: bio gas. this can be used to fuel garbage treatment facilitates and other locations
• More municipalities requiring garbage disposals be installed
Threats
• Premium line is at a higher cost to consumers
• Not as prevalent internationally
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IssuesLong product life cycle InSinkErator should not have to apologize for the durability and quality of their product.
However, since the Evolution PRO series is so reliable, consumer disposals typically last
for at least 8-12 years and consumers do not have a real need to connect with the
company or brand again until the end of the product cycle. Social media participation
would give consumers a reason to engage with InSinkErator even if they are not in need
of a new product. It would also give consumers a reason to return to the official
company website.
Unaware of the benefits the InSinkErator Evolution Series offersThere are a significant number of consumers unaware of the benefits that the
InSinkErator Evolution PRO Series offers. The MultiGrind feature allows consumers to grind
almost any type of food waste, while the SoundSeal feature is at least 30% quieter than
the typical food disposers. Both are benefits that no other disposer has been able to
offer. Also, food waste disposers play an important role in responsible waste
management and environmental protection through a number of different ways.
Therefore, social media provides the ideal opportunity to inform customers of the
various benefits.
Comments to be shared, but nowhere to share them Though it is known that InSinkErator is talked about positively online through data
collected by the company’s email surveys, 24/7-customer service and testimonials
submitted online, the World Wide Web is much larger. On the internet, there are many
InSinkErator brand advocates who have stories and comments to share about the
product. However, there is currently no official InSinkErator forum for them to post them
on. There are some conversations occurring in outside channels, such as Amazon.com,
but, currently InSinkErator.com only allows consumers to send in feedback using a
general comment sheet. Social media participation would encourage more
conversation in regards to InSinkErator products, with the company itself and other
consumers. Social media allows the conversation to start and get people talking to one
another.
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Target market’s social media use is rapidly increasingFor the Evolution PRO Series, one of the InSinkErator’s main target markets is
homeowners over the age of 50. This demographic is increasingly participating in social
media as 19% of 45-54 year olds and 10% of 55-64 year olds are currently active on
social media sites (http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-
users/).
Allows for easier brand monitoringThe InSinkErator disposer team currently only informally monitors what is being said
about the product on the web and a formal monitoring system has yet to be
established. By creating profiles for the brand on social media websites, brand
monitoring would be significantly easier. It would also offer another branch of customer
service that would greatly benefit consumers.
Demographics of the Target Market• 50+ year old homeowners
• Married couples
• Educated
• Financially stable with a large amount of disposable income
• Located nationally, but quickly expanding worldwide by energized brand