Promotion of Garmin smart watches
How to promote smart watches among young people? To do it, you can post reviews and integrations from popular bloggers on YouTube!
This task requires certain skills, because it involves choosing bloggers for a specific target audience, establishing arrangements with them, and analysing the results of advertising campaign. In our case of influencer marketing for Garmin, we will share our experience.
The company Garmin entered the market in 1989. Its goal is to create navigation devices for cars, planes, ships, tourism and sport.
In addition to smart watches, the company produces: car dashboard cams, car navigators, chartplotters, smart dog collars, helmet cameras, etc.
The secret of the company’s success lies in its professional staff – employees who independently develop, produce and sell products. Navigation devices are convenient to use, waterproof and reliable, and keep a long charge of energy. The warranty period for the purchase is 2 years.
The following smart watches lines were chosen for promotion: Garmin Instinct and Garmin Venu. Both lines have the usual functions of a smart watch: they work as an alarm clock, show the date and time, notifications from your smartphone, and allow you to reject an incoming call. In addition, the watch has a built-in GPS sensor that measures physical parameters: the amount of sleep, heart rate, calories burned, etc.
Purpose and objectives of project
The main goal of promotion was attracting attention of the youth audience from 16 to 35 years old, who are actively engaged in sports and tourism, to smart watches.
- 1. Increase product and brand awareness.
- 2. Creating a positive attitude to the product.
- 3. stimulating the audience to buy a product.
We realized project in two steps:
- 1. From July to August 2019.
- 2. from December 2019 to January 2020.
What we did:
To promote Garmin Instinct line, 3 bloggers were selected with audiences as close to the target audience as possible: two of them made native reviews of the watch, and one – integration with the post-announcement in another video.
In the second case, 3 bloggers were also selected: all three placed integrations in their thematic videos.
An individual work was done with each of them to reach an agreement on reviews and integrations scenarios, as well as to place UTM tags for follow-up analytics.
After the videos were published on the Internet, the number of views was monitored. Reports were generated based on the results.
The total number of views of all videos exceeded 433,000 (and it continues to grow!), and the number of clicks to the website — 8795! This result was in line with the customer’s stated KPI, so he was satisfied with it, which was the reason for the continued cooperation of Garmin with Clever marketing!
Competent consistent work to promote Garmin smart watches has helped to increase brand and product awareness among potential customers, create a positive attitude to it, and increase sales. The audience’s interest is confirmed by the number of video views and clicks to the site.