Introduction
Hot or Not App is a mobile application downloaded in the users’ smartphones used to take people’s temperature, record, and track information. The target market or location for the App is America, with the audience ranging from age 35-55 years, and young people aged 5years to 34years. In the short term, the audience is clinical workers, army officers, and recruits in the army. America is the most attractive target market due to the high population, especially the middle-aged, and has a high number of mobile users. This App will be very useful because already the covid-19 virus is spreading across the united states with limited methods to take temperatures. The App makes anyone with a smartphone to have the capability of knowing their temperature status by default. The Covid-19 Application is named “Hot or Not” App.
Opportunity Analysis and Research
The global mobile application industry is worth an estimated $106 billion and is driven by the demand for using the free and intuitive application. It consists of multiple companies vending different types of applications to provide services to users. Conditions that might affect the business include laws, including import laws and labor laws, foreign exchange policies, and technology. Mobile applications are marketing mediums, giving every business an opportunity to quickly reach a wide number of users in possession of smartphones and connected through the internet.
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Marketing Strategy and Plan
The marketing strategy for Hot or Not Application will aim to increase awareness of the target market. The application aims to measure users’ temperatures and inform them whether they have a fever. As such, the application will be useful in helping track sick patients and provide important information for helping lower the curve. The marketing plan will involve a lot of advertising mainly to create awareness about the novel coronavirus fever symptoms. The purpose will be to track covid-19 in a given population to help fight the pandemic. The aim of the marketing strategy will be to build a user base and create loyalty and referrals. This can be done through several tactics, including referrals by the users that bring in their friends to download the App from the Android or Google store. Hot or Not App marketing mix will be made up of the following tactics of products, pricing, promotion, and place:
Products/Services
The product is a mobile technology built with chips and sensors to measure human body temperatures through smartphones. Users will be required to download and install the application on their smartphones. The users will then create accounts to be able to use the application. The application reads the body temperature and informs the users whether they have a fever and recommendations given to take the appropriate actions to know their Covid-19 status. Data is collected and used to make insightful decisions.
Pricing
The Covid-19 and temperature measuring devices will be made available free of charge on both the Android and iOS platforms. The application is meant to be a public service at the early stages, to provide value to the community. Over time, as the user’s numbers increases, and as the Covid-19 case declines or disappears, there will be creative ways specifically adopted to monetize the application. Possible ways to generate income from the application will be a collaboration with governments to provide important user data, subscription fee at premiums for special insights to local users, and through medical and related ads revenues.
Promotion
Different promotion strategies will be adopted in popularizing Hot or Not App, including advertising across different media channels. The mobile App will be promoted through social media channels such as Facebook, Instagram, and YouTube through online campaigns and advertising. This implies that the App will have its own social media pages to post and share the advertisements and messages. Additionally, advertising will be done billboards within the town as well as in local newspapers. TV advertisements and social media. Social media will be our number one priority because it is the cheapest and is also organic. Through social media, we will be able to run sponsored ads and also to engage the customers and carry out our customer social responsibility courses. TV will be important because it will reach a wider market, and that it is still the authentic method and widely acceptable advertising channel in the country.
Through technology, social media is one of the most effective ways to reach a specific target market. Social media will constitute our core marketing and promotion strategy, and this is because, currently, given the Covid-19 pandemic situation. The business will take advantage of the power and the tools of social media over different platforms to promote audio, video, visual, and image content (Hanaysha, 2017). Our social media strategy will constitute different channels to reach different target audiences, including YouTube, Facebook, Twitter, and Instagram. On YouTube, the company will be doing promotions through videos. On Facebook, the company will use it to sell specific items and promote content links, the same to twitter, and on Instagram, the promotion will be based on images.
As a first step, the objective will be to set social media marketing objectives. The objectives will be to increase brand awareness and to generate leads and sales. We totally understand our target audience; almost everyone is vulnerable to Covid-19, both young and old, girl and boy, men and women. Therefore, the marketing will not limit to a specific age group, but the promotion will target a wide spectrum of people in society. This puts our target to all the social users, and these are teenagers, grownups, and aged people. We are then going to establish the most valuable and most important metrics. Our core metrics will be reached to unique users, the number of clicks on our content, engagement, and hashtag performance. We will also use social media to understand what our main competitors are doing to keep a tab with them and be ahead of the competition. We also intend to create highly engaging and converting content to go along with our high-quality premium products. We will assess our results on a regular basis and optimize sales.
The services of two social media specialists and marketers will be hired at $100 per month. Weekly sponsored posts will be hosted at the cost of $100 per week. TV ads will be running for two consecutive months, in the first year, then for two additional months distributed across the year (total of 5 months TV advertisement in a year at the cost of $4,500 per year).
Conclusion
In conclusion, Hot and Not App have used a mix of marketing and promotions strategies. These strategies work as a unit to attract different users in different ways and in different geographies and demographics. While all these promotional strategies work just fine in their own categories, social media marketing is expected to contribute more towards sales, especially during the COVID-19 pandemic period.
References
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Hanaysha, J. R. (2017). Impact of social media marketing, price promotion, and corporate
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