By definition, a selfie-stick is an instrument which allows the user after mounting their smartphone to automatically take photos of their self from a range which is beyond the extent of the arm. The stick is made up of metals which have the capability of being extended and reduced at the user’s convenience. On one end of the stick there is a handle for the user to grip the stick by. On the other end, the stick has a clamp where the smartphone is fixed. The clamp on the stick is adjustable such that the smartphone can move to take photos from different angles. The products also can be controlled using the Bluetoothtechnology. Through the technology, the user can remotely capture images whenever he or she pleases capture. Also, the product includes a mirror which helps the user align the photo however they desire prior to capturing and saving an image. (Kumar,2016)
By definition, a selfie-stick is an instrument which allows the user after mounting their smartphone to automatically take photos of their self from a range which is beyond the extent of the arm. The stick is made up of metals which have the capability of being extended and reduced at the user’s convenience. On one end of the stick there is a handle for the user to grip the stick by. On the other end, the stick has a clamp where the smartphone is fixed. The clamp on the stick is adjustable such that the smartphone can move to take photos from different angles. The products also can be controlled using the Bluetoothtechnology. Through the technology, the user can remotely capture images whenever he or she pleases capture. Also, the product includes a mirror which helps the user align the photo however they desire prior to capturing and saving an image. (Kumar,2016)
The design for selfie sticks are also impressive. As opposed to a monopod, a selfie stick is thinner on the end on which the smartphone is mounted and thicker on the handle for stability. The design for a monopod is the opposite as its purpose mounting and stabilizing the camera on the ground, hence the thin bottom and thick top.
Why the product is worth while
Living in a generation dominated by the smartphone, it is not a surprise that among the current best-selling gadgets are related to smartphones or the internet. The selfie-stick is no exception to this rule and for this reason I believe that the gadget is a worth-while product for the company to invest in. Tourists for example are very fond of the gadget. The selfie stick has become a very common feature in any destination where tourists frequent.
The gadget has numerous advantages which can be used as selling points when marketing the product, making it a worthwhile investment. For instance, the stick allows for the capture of group selfies with more people as opposed to a selfie taken without the gadget. The stick also eliminates the need to disturb passers-by to take a photos for you. This is especially the case for group photos where the bare hand cannot take a photo accommodating more than five people. The dilemma of including everyone in the photo and having one of you take the photo can be solved by the simple purchase of a selfie-stick. Also, one can take a much better selfie with lesser effort using the device. The shakiness that one involuntarily experiences when using a camera, be it a digital one or one on a smartphone, significantly reduces when using a selfie stick. This subsequently enhances the quality of the photo, making the gadget a favorite among selfie lovers. Lastly, you can be surprised by the number of smartphones that have been damaged by users accidentally dropping the phone while taking a selfie. For this reason, the selfie stick eliminates this risk through its feature of a clamp on one side. (Kumar,2016)
Audience profile
The target market for selfie sticks is very broad. The market basically encompasses all smart phone users globally. In America alone, smartphone users are estimated at 59.8 million. We are however going to focus on the market segment made up smartphone users in their teens through to the users in their early 60’s. The Y generation for instance falls into the target audience. Also known as the millennials or the next generation, the generation is popular for its constant use of technology. The generation consists of people who were born between the years 1982 and 1995. The internet through the use of the smartphone is perhaps the most commonly used technology by members of this generation. Through the internet the Y generation have become frequent users of social media, including photo based social media such as Instagram, Facebook, and Twitter among others. The highlighted social media require user to have display photos, preferably photos of themselves, hence selfies. Also, users occasionally post photos on such platforms hence the need to take more selfies. Other users can show appreciation for the photographs through likes, which subsequently increases the popularity of the user hence the need for high quality selfies. This market is important as they are the main users of smartphones globally. (Kumar,2016)
Advertising channel
The internet being their preferred channel of communication, socializing, education, shopping and doing business at times, would be the perfect means of reaching this market segment. Also, since many smartphone stores sell their products online, the platform can also be used to sell the gadget as a smartphone accessory. Also, despite being the preferred channel for reaching the specified audience, the internet as marketing channel also has numerous advantages. First and foremost, when compared to other channels such as the media, radio and television, the internet is considerably cheaper. The internet also has the ability to reach a larger audience when compared to other means. Millions of people can be used through internet ads. The ads also run for longer periods as they can be accessed at any time of the day or night. Ads on televisions and radio run for roughly a minute or two on designated times as opposed to internet channels such YouTube where the content can be accessed at the click of a button. Internet applications such as AdWords further simplify the use of the internet as a means of advertising. The placement of ads has been made simpler by the application as it displays the ad on different outlet at a rounded fee rather than paying for each platform individually. (Kumar,2016)
The internet is again the most effective channel as it allows for the segmentation of the market. When compared to other medium, the market can be much more easily segmented through the internet. For instance, when the advertisement for the device is placed together with content related to smartphones or cameras, such as a selfie tutorial on YouTube, one can be assured that the viewers of the ad will be an audience interested in the gadget.
The internet also has feedback as a significant advantage over other medium. Communication over the internet is two way, giving the consumers the opportunity to give suggestions which will ultimately improve the product. The interaction between the marketers and the audience can also serve as surveys for researching the selfie stick market. The advertisements placed on the internet can also be linked to social media where the company can further engage its target audience. (Dahlen,2010)
How to establish credibility
Credibility in simple terms refer to the trust and respect accorded to a business by its stakeholders. A credible business inspires trust and respect in stakeholders. The business seeks to establish credibility in the selfie stick industry through a number ways. Among the ways the company will establish credibility include the incorporation of the virtue of honesty in its day to day operations. Dishonesty has been among the main causes of the loss of credibility by many businesses. For this reason, the business will always be truthful about the product and its features. Apart from being truthful, the business will also avoid giving misleading information and inaccurate feedback regarding the product. (Carr, 2015)
Having knowledge on the product is another way through which the business can establish its credibility. Through the display of extensive knowledge on the product, the consumer will trust the business and its products. For example, by explaining how the product works and showing some samples of photos taken using the gadget, the consumer will be quicker to believe in the product as opposed to a situation where the company marketing the product has no information on the product.
Another way through which the business can establish its credulity is through endorsements. When the selfie-sticks are endorsed by major corporations such as Samsung or Apple, consumers will be more inclined to trusting the business as they already trust the business endorsing the products from the company. . (Pogue, 2007)
Consistency is another important aspect when it comes to credibility. A business which is consistent in terms of the quality of its products as well the overall message it conveys to its audience appears more credible than one without consistency.
Transparency in the operations of a business can also contribute to its credibility. It is easier for people to trust a company which is operates in a manner which is open and transparent. This is because they will feel that they know the businesses intentions and motivations as opposed to a company whose operations are not transparent (Hudson, 2016)
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