MY IDEA: Swim Vision allows swimmers to literally watch their own
race from an aerial view so that they can monitor the progress and speed of
every single swimmer in their race. There is a tiny monitor in the goggle lenses
that display the race being recorded by a camera positioned somewhere above the
pool. The video being played in the lenses will be transparent so that the
swimmers can still see where he/she is going. If the screen is too distracting,
however, swimmers have the option to turn off the video or they will receive
alerts that flashing across the screen with messages such as “approaching wall”
or “flip turn in 5 yards.” Swim Vision will have two different modes,
“Competition Mode” and “Practice Mode.”
I envision Swim Vision Goggles to
dominate the social media platform upon their release. The current social media
landscape allows for so many opportunities for publicity, especially new
products. Social Media will increase exposure reach more people, improve
branding and reduce marketing expenses. All of these benefits working together
will ultimately increase sales. The three main platforms where Swim Vision
Goggles will most thrive are Instagram, Twitter, and blogs such as Blogger,
WordPress and Tumblr.
Utilizing Instagram will benefit
Swim Vision because it is an opportunity for customers to “take pictures with a
product” as discussed in lecture. As a swimmer, I remember my friends and I
always taking pictures when we had a big swim meet with all of our high-tech
gear such as the Speedo Lazer Racer that was supposed to make us swim faster
and intimidate our competition. I believe that Swim Vision will have the same
effect. Swimmers will love to take pictures and show off their new apparel and
subtly communicate to their competitors that they are ready to race. Customers
would probably share the photo on additional social media platforms such as
Facebook and Twitter, but Instagram is particularly unique because it uses
crowdsourcing through the use of hashtags and posting a single image can be
more powerful than an entire album of them. Swim Vision can have its own
Instagram account, too, featuring photos of celebrities wearing the new goggles
and therefore “drive traffic with compelling images.”
Twitter will have similar effects,
too. Twitter will provide consumers with “instant news” about the product and
if celebrities (famous swimmers) tweet about using the product, this will
certainly drive up sales. Swim Vision’s own Twitter account can primarily function
to promote the brand, such as advertising new updated editions and showing off
celebrity endorsement, but also as a form of customer service to “listen and
learn” from their customers. They can read the tweets from people who are
dissatisfied with their products and reach out to them to help solve their
problem. It would be an added bonus if this was done via Twitter (rather than
contacting the dissatisfied customer via direct message or e-mail) and showed
up on people’s timelines because it would allow their followers to see how
loyal they are to their customers.
Finally, blogs would be a vital
social media resource because it will allow for consumers as well as reviewers
to discuss the product and learn more about it from an unbiased, honest
perspective unrelated to the company and its PR team. Blogs allow for everyone
to be a part of the social conversation and contribute to the trustworthiness of
a company. Overall, there are really no downsides to utilizing social media to
promote one’s product, as long as they have nothing to hide.
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