Transcript MKTG 4560 Fall 2015 Live Challenges

MKTG 4560
Fall 2015
Live Challenges
Presented by Jeremy Vo, Director of Brand Partnerships, Flashstock
Company Background
Company Background:
FlashStock connects the world's best brands to a global network of
photographers to create custom, on-demand, and authentic imagery at
scale. FlashStock was founded on the premise that marketers struggle to get
the images that they need. Marketers need unique images of real people
enjoying their products at a price and in quantities that make sense. Most
brands and agencies are getting images from either stock photo
marketplaces or through professional photoshoots – neither of which are
working particularly well at scale.
FlashStock builds technology that helps to connect organizations that need
content to brand-certified photographers who are interested in creating
images for them. Our ambition is to create the world’s largest on-demand
photo service, transforming stock photography. We aim to provide brands
with a cost effective alternative to conventional and expensive
professionally-crafted image procurement.
The Challenge
Flashstock wants to increase market awareness and market share among F1000
companies. The immediate challenge is to generate high quality leads and improve
conversion. More specifically, the company wants to leverage tools and technologies that
support lead nurturing as well as pure awareness building in the target market.
Develop a digital marketing strategy that supports Flashstock's overall marketing strategy
and develop metrics for assessing the success of your plan. This task will require, among
other things, obtaining a detailed understanding of Flashstock's product and service
portfolio, internal resources, strengths and weaknesses as well as a deep grasp of the B2B
market in which Flashstock operates. What are the customers like? What are competitors
like? The outcome of this challenge will be a digital marketing plan that is detailed,
actionable, within budget and well-supported by evidence.
Presented by Sabiha Kasmani, Account Executive
Amazon.ca has finally completed a massive push
that began about 24 months ago, to align the US
and Canadian sites in terms of categories and
offerings.
The challenge:
Now at par with all categories of the U.S site the
complex marketing challenge facing Kasmani’s team
is: How to grow AMZN Canada?
Sub-questions that arise from the overall goal:
1) How should we go about promoting the brand
and its now expanded range of offering?
2) What would a digital marketing strategy look like
aimed at grow mindshare and ecommerce in
CA?