Digital Media Budget for Zap

Digital Media Budget for Zap Cars

For Zap Cars the greatest strategic imperative is generating a high level of awareness of their entire line of vehicles, which in turn will set the foundation for future growth. The company must look upon the $5M budgeted for marketing as an investment in the launch of their vehicles to the public, and focus their efforts on consumers who are predominantly in their 20s and 30s, college educated, and predominantly male. To reach this audience, become a preferred brand and eventually convert prospects to buyers, Zap needs to invest in the following digital media strategies:

Event Marketing with bloggers recording the happenings at these events ($1M) - Getting the Zap cars to trendy nightclub locations, sponsoring indie (independent and unsigned bands) for their tours, and aligning with eco-tourism with the cross-over SUV all will get Zap the market position of being hip and leading edge on music and eco-based tourism. Additionally participating in car shows and art fairs would be effective as well.

Zapped! Website and free music downloads on the ZapMe! Label ($1.5M) - Creating a state-of-the-art website that provides visitors the opportunity to build their own Zap and spray paint it online then print out a sticker is an excellent lead generation idea, along with sponsoring a ZapMe! Music Label to give emerging indie artists exposure would also drive up the buzz factor for the brand.

Cinema Short Movie Series ($1M) - These cinema shorts would play right before feature films, and would include a story line featuring the Zap autos in several storylines. These would then be shown before the start of automotive-based movies.