Integrated Marketing Communications Plan: Kobo Libra Colour
Overview
Rakuten Kobo is a Canadian-based company that is a major seller of e-readers, audiobooks, and e-books. It offers an innovative and convenient reading experience, allowing users to access thousands of books on the go. With a wide range of digital content, Kobo provides readers with a seamless way to enjoy books anytime, anywhere. The organization offers subscription options ranging from the basic Kobo app to the Kobo+ subscription for a fee. Kobo also has access to the OverDrive library app, which enables people to borrow e-books from their local library and read them on their devices. Whether it be through their mobile apps or e-readers, Kobo makes it possible for people to explore new titles and dive into an immersive reading journey.
Situational Analysis
Kobo is releasing their latest e-reader, the Kobo Libra Colour before the holiday season. The Libra Colour provides the same immersive and innovative experience as other devices however, it has integrated the use of coloured screens, buttons, and other enhancements to improve the user’s experience. The organization wants to increase brand awareness and drive sales during one of the most lucrative retail periods of the year. This integrated marketing communications plan will provide in-depth strategies and tactics that can be implemented by Kobo to increase brand awareness and drive the sale of its new product.
Strengths
● Innovative Technology:
○ The Kobo Libra colour provides a significant upgrade for the user and utilizes innovative technology to enhance the reading experience.
● Brand reputation:
○ Kobo has established itself as a trusted brand in the e-reader market. The organization has a solid customer base and a reputation for quality products.
● Global reach:
○ Being a part of the Rakuten Group Inc., which is a large e-commerce conglomerate, Kobo has over 12 million readers across 190 countries.
● Environmental Impact:
○ Millions of trees are cut down every year for book publication. E-readers are an environmentally friendly alternative to physical books.
Weaknesses
● Innovative Technology:
○ The Kobo Libra colour provides a significant upgrade for the user and utilizes innovative technology to enhance the reading experience.
● Brand reputation:
○ Kobo has established itself as a trusted brand in the e-reader market. The organization has a solid customer base and a reputation for quality products.
● Global reach:
○ Being a part of the Rakuten Group Inc., which is a large e-commerce conglomerate, Kobo has over 12 million readers across 190 countries.
● Environmental Impact:
○ Millions of trees are cut down every year for book publication. E-readers are an environmentally friendly alternative to physical books.
● Limited content:
○ While Kobo does have an extensive content database, it does not carry certain authors or books. Compared to its major competitor, Kindle, which has a wider variety of books to choose from.
● Price-point:
○ The Kobo Libra colour is priced higher than other products as it does offer certain enhancements. This may be a concern to budget- conscious consumers.
● Limited Awareness:
○ While Kobo does have a loyal audience and certain retail partners, the organization does not have as large as much awareness as other competitors.
Opportunities
● Growing E-reader market:
○ With more people adopting digital reading platforms, there is significant growth potential for companies in the e-reader market.
● Holiday demand:
○ Timing the release of the Libra Colour around the holidays capitalizes on a period of high demand for gifts. The demand for innovative tech gadgets drastically increases around this time, making it a strategic time of the year to promote sales.
● Partnerships and retailers:
Kobo partners with large retailers such as Best Buy and Indigo. These retailers would provide an opportunity for Kobo to leverage their partner’s high level of awareness to increase their own.
Threats
● Growing E-reader market:
○ With more people adopting digital reading platforms, there is significant growth potential for companies in the e-reader market.
● Holiday demand:
○ Timing the release of the Libra Colour around the holidays capitalizes on a period of high demand for gifts. The demand for innovative tech gadgets drastically increases around this time, making it a strategic time of the year to promote sales.
● Partnerships and retailers:
○ Kobo partners with large retailers such as Best Buy and Indigo. These retailers would provide an opportunity for Kobo to leverage their partner’s high level of awareness to increase their own.
● Market saturation:
○ With an increasing demand for e-readers and alternative reading experiences, there are more e-readers on the market. Consumers may not see the need to upgrade or change their devices.
● Economic factors:
○ Negative shifts in the economy could lead consumers to lack purchasing power by not having disposable income.
● Intense Competition:
○ Kobo’s main competitor is Amazon’s Kindle. Kindle has a significantly larger following and higher amount of awareness than Kobo, which means that Kobo must differentiate itself to gain more market share.
Communication Objectives
To enhance brand awareness by increasing the number of Kobo+ subscribers by 15% by December 31st.
To position the Kobo Libra Colour as the leading choice in the e-reader market to drive sales over the holidays and sell 2,000 units by December 31st.
Audiences
Primary:
- Current kobo users.
- Avid readers.
- (People ages 18-40 who live in urban areas).
- Tech-savvy consumers.
- Students and educators.
Secondary:
- Parents.
- Library/educational institutions.
- Book retailers and publishers.
- Kobo retailer partners.
Strategies
Enhance brand awareness through partnerships with content creators as well as social media and digital marketing campaigns.
Utilize media relations to promote the Kobo Libra Colour release.
Engage in strategic partnerships with partner retailers to increase brand awareness and drive adoption.
Theme:
Live in Colour: Discover the magic of Kobo Libra Colour.
Key Messages
People who want a convenient and immersive reading journey can experience it with Kobo. The compact and innovative range of devices can enhance your reading experience whether you are an avid reader or discovering a love for reading.
A Kobo product would make a great gift for any reader and is ideal for all ages and preferences.
Tactics
Launch a multi-platform on Kobo social media platforms (TikTok, Instagram, Facebook) by regularly posting holiday-themed promotional materials that highlight the Kobo Libra Colour and other Kobo products. Calls to action such as ‘click the link in bio’ or ‘subscribe to email list’ would drive awareness of the new product through consistent and compelling content. This could include short video content, holiday hashtags, and giveaway contests.
Develop and distribute a direct email holiday campaign for current Kobo+ users, giving them exclusive and early access to the new Kobo Libra Colour.
Partner with key content creators within the book or lifestyle communities on social media who align with the Kobo brand. The content creators could create a series of posts that highlight the Kobo Libra Colour and position it as the perfect holiday gift for readers. The content creators could also emphasize how the product betters their reading habits and fits into their holiday routine and gift-giving plans. Unique affiliate links will be provided to accompany each post.
Create product releases and distribute them to lifestyle and tech journalists, as well as online bloggers who would be interested in reporting on the product release. The releases could include quotes from Kobo’s product managers that discuss the company’s excitement about the new product as well as their vision for the future of digital reading. This will create buzz around the product before its release.
Host events at select Indigo locations to promote and celebrate the release of the Kobo Libra Colour. Provide free Kobo Libra Colour e-readers to the first five people in line and offer a 10% discount to all other attendees. Promotional material for Kobo can be distributed at the venues with links to the website and calls to action to subscribe to Kobo and/or Kobo+.
Create interactive in-store displays and demo stations in partner retailer locations that highlight the Kobo Libra Colour. These displays can highlight the device’s key features such as the colour screen and compact design. Include interactive demo stations where customers can test the Kobo Libra Colour firsthand, experiencing its display, the Kobo platform, and reading experience in a holiday-themed setting.
Evaluation
Through both qualitative and quantitative evaluation tactics, Kobo can determine if the IMC plan was implemented effectively through the following methods:
Evaluate if the plan was implemented effectively by determining if the 15% increase in Kobo Plus subscribers was reached by December 31st.
Evaluate if the plan was implemented effectively by determining if 2,000 units of the Kobo Libra Colour were sold by December 31st.
Send a survey to email subscribers to determine if public perception of the email and social media campaigns was positive. This survey could also be used as a benchmark for the organization to determine which communication channels were most effective. For example:
○ How did you hear about the release?
○ On a scale from 1-10, how effective was the campaign?
○ Did you purchase a Kobo?
○ Would you consider subscribing to Kobo+?
Assess the impact of partnerships with content creators by evaluating the number of likes, comments and shares of the content posted by the content creators. Tracking the number of clicks on the unique affiliate link can also be assessed to determine which partnership made the most impact.
Evaluate website traffic using Google Analytics to monitor the number of visits to the organization’s website. This data can be used to compare the number of visitors to the website compared to the number of people who made a purchase.
Track the number of followers and traffic on social media platforms. Using a social media analytical tool, Kobo can track if the number of followers and visits to social media pages increased throughout the campaign.
Track the number of people who attended the Indigo events as well as the popularity of the demo stations in partner stores.
Assess media coverage by evaluating the following factors:
○ The number of times the release was mentioned in the media.
○ If quotes from Kobo spokespeople were included in the coverage
○ If photos from the events were included in the coverage.