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1.Right mediums

Social media marketing is generally about word-of-mouth Advertising, even in the digital age, a satisfied customer is the best image ambassador of the company or product. Therefore, word-of-mouth can be turned into information and images through mobile phones and digital media. So today, social media is a new generation of "word-of-mouth"(Subramanian, 2018).

Using YouTube as a social media marketing tool, the goal is to strengthen existing customer relationships through more authentic video communication. At the same time, we can explore potential customers on this considerable video media platform, improve the awareness of the brand and get more attention.

According to the data from Invodo, shows that fifty-two per cent of consumers said watching the video made them feel more confident about shopping online. And ninety-two per cent of video viewers will share video with others. Among the different social channels with a large number of participants, the use of YouTube is now the world's most popular online video community, allowing millions of people to discover, watch and share original video content. YouTube for we-media and marketing programs cannot be ignored. From the perspective of business, since the company did not open an account through YouTube before, so this is a completely new development model of we-media. Thus, we plan to design several different video content models (e.g., introducing products, documenting the lives of our customers offline, introduce the product or interviewing celebrities at competitions and events). It can be a great way to share valuable information, create emotional interaction and more acceptable to the audience. When providing them with interesting and novel content, then they can share the video with their friends, and come back for more information. Put our customers in the spotlight and make them feel the need to share with their friends or close relationships.

However, for its disadvantages, it is hard for a startup video channel to get quick attention in a short period, so we will first successfully attract those customers who already exist on Facebook and Instagram to our YouTube channel. Besides, it is also hard to guarantee the high quality of each video. Companies need to have the determination to invest and stimulate creative ideas. Only in this way, they can be distinguished from other channels and meet the interest and needs of the audience.

2.Right customers

For targeting customers of Pro racquet, this recommendation is aimed at the group of consumers who are mainly badminton and tennis players, primarily middle and senior players, positioning them as reliable suppliers of professional badminton/tennis equipment, including rackets, shoes and clothing. In addition to the underlying demand of this group of people to the requirement of interests and hobbies, they are looking for entertainment and enjoy the pleasure, and psychological needs are particularly strong. They usually are interested in sports, especially in the fields of badminton and tennis, such as looking for professional sports products and want to enter the sports community.

These consumers might prefer simple, time-saving and convenient features, and they often choose shopping online as their first choice. They do not perform in both deliberate and hedonistic shopping, and they are willing to spend time gathering knowledge from other users during the decision-making process, especially during the evaluation of alternatives. According to Hubspot, 83% of consumers worldwide prefer YouTube to any other video platform. The selected channels are diversity in content, satisfy and archive widely, and can meet different entertainment purposes of different audiences. Therefore, the target buyer of online consumption can be approached directly and quickly through YouTube. It can be determined that all target audience will appear in the same community through YouTube, sharing relevant interests and lifestyles. Through YouTube social channels and word-of-mouth, they can also actively share their lifestyle and personality with target buyers.

Consequently, we can create a sport sharing channel with the same product properties. For example, as previously analysed for our target customers. They usually want to improve their exercise skills, take inspiration from the video what we shared, communicate and solve relevant problems in the message board. Ultimately influencing customer perception to purchase products, build customer loyalty and increase sales and brand awareness.

1.2Targeting Non-buyers:

According to the data of Hubspot (2019), since last year, 59 per cent of generation Z (16-24) and 46 per cent of millennials (25-34) who have increased their use of YouTube. And 70% of millennials YouTube users to watch YouTube video to learn how to do something new or learn something in which they are interested. Also, we recommend a high degree of attention to target non-buyer's interests, shopping behaviour, and how to approach them successfully. The Target non-buyer groups can be identified as all sports lovers and learners, especially in the area of badminton and tennis. Mainly aimed at generation z and millennials who want to build knowledge about sport and fitness.

Generally, for the group of young customers, their buying process mainly focuses on problem and demand recognition. According to the data, shows that as for information on how to operate (How-to info), 66% of Z generation chose to use YouTube, 9% use Pinterest, 6% use Facebook or Google (Jorboe,2017). Generally, they have a profound understanding of the best use of more than six social media platforms. Video for product information can be actively and presented to all YouTube viewers. Potential customers can quickly get the information and content what they need through YouTube’s channels. They are also playing an important role affect their friends and family, and most likely to be an opinion leader. Therefore, we can set up another video type - introduction product which can make it successfully attract the attention of this group of consumers. While they watch and remember the message, it can serve as a reference for themselves or as advice from acquaintances. Hopefully, they can let others notice our channel, get more subscriptions and improve the brand image. The purchase and consumption patterns of these non-buyers are consistent with those of the buyers. We can follow the trend to update video content and video search keywords to attract these consumers.

Right messages

2.1Targeting Buyers:

Video blogs - short for "vlog" - have become one of the most popular types of digital video content featuring video bloggers (" Vloggers ") who frankly capture and share their lives. In other words, the interesting or meaningful things in life will be recorded through video, a brief and infectious video will be presented to the audience through designing and editing video and music. Around the world, about 44% of Internet users watch video blogs every month. Therefore, today's video blog is a significant development trend (Team,20160.

We recommend this form of video to attract target buyer because it can make a target buyer (existing customers) feel more integrated. Pro Request organises offline sports activities frequently, such as they will invite familiar customers to play badminton and tennis together. Then, for every offline event, we can use the mobile phone or camera to record an interesting moment in the sport through the vlog. In the process of recording, they can briefly introduce some of the products that have appeared, such as the rackets, clothes, shoes, etc. Also, in the process of video editing, we will put the QR code of the product into it to facilitate the viewer to scan the QR code and obtain relevant information. It is also possible to put other social media account information (Facebook and Instagram）into the video to attract interested viewers. Hence, all of the product information what we want to promote, as well as links to the company's online shopping website, can be placed in the description box below the video. Customers with needs can directly go to the online shopping site, thereby improving the web-traffic. As we have analysed above, for target buyers, they prefer to be integrated into an active community. This form of video is more like a motivation to resonate with target customers, which means that when they see interesting sports and real life pictures in the video, they can be more susceptible to infection. Gradually, with good word-of-mouth, the video can be spread among people who have the same interests, allowing more people to discover our channels and give it a subscription.

2.2Targeting Non-buyers:

Product Video: Video is a great way to showcase products or services. These product videos can let viewers know how to use certain features, highlight new product updates, or announce new products for our business (Bullock, 2019).

We recommend this type of video as a marketing strategy, based on an analysis of non-buyer customer bases, primarily to find information and to build a knowledge system about sports products and fitness benefits. Because the customer's demand for sports product professional level is different, thus, at first, we recommend the video of the product introduction as a series of plans. For example, it can be divided into three levels of low, medium and high, and then give videos showing the product characteristics of different natures to the audience. Then, explain the unique feature of the product and guide the audience on how to use the products (see appendix) correctly. The advantage is to give consumers a quicker idea of ​​the product information, which they are looking for.

Furthermore, the period during which the video is posted is also essential. According to Oberlo, the best time to post on YouTube is usually between 12 and 4 o’clock in the afternoon, and most viewers watch YouTube on weekends. In order to reach the potential audience as much as possible, we recommend posting videos around 9 am to 11 am on Saturdays and Sundays （see appendix）. Finally, with so many potential viewers, our target audience will search for videos. Therefore, to ensure that our videos are presented to the audience, we need to implement video search engine (Kparser tool-easy and free) optimisation and keyword research (see appendix). Also, when viewers take a positive attitude to the videos, depending on word-of-mouth, they can share those videos with their friends who require the same needs.

Budget

Because of our YouTube marketing model is a new self-media form, it mainly relies on the uniqueness and value of the video itself, which is entirely different from the marketing method of advertising on YouTube (YouTube ads). In other words, the way we recommend is to infect the audience with the video itself. In addition, considering that our company is a small start-up company, the budget is minimal. Our campaign is for three months. Due to the video search, engine-Kparser key word tool is free to use. Thus, the total budget is divided into two parts. The first part is the basic equipment for recording video (high-quality camera, tripod, etc.), costs around 1000$, which determines the quality of the video presentation; the second part is hiring professionals to perform video editing, soundtracks, video frame design and so on. We plan update video two days a week (Saturdays and Sundays). Each video editing costs 50$, 24 times in three months, costs about 1200$. The overall marketing budget will around 2000$.

Evaluation

The most straightforward way to evaluate video content is to check the comments left by viewers below the video. And the increase of YouTube channel subscriptions. This is one of the ways we test the impact of our products and our perception of our customers through the viewer's reaction to the video. If product sales increase significantly in the weeks following the video, it suggests that this social media marketing approach is useful. We chose to use original forms of video for marketing to infect viewers. If the physical store and online sales increase dramatically in the weeks after the video is played, we can be sure that the video content is very successful. If there is a lot of discussion and feedback about Pro Request on the message board below the video, it shows that we have successfully attracted consumers and increased consumer awareness. The higher the click rate, the more successful word-of-mouth marketing.

Reference:

Bullock, 2019, The Beginner’s Guide to YouTube Marketing for Small Businesses, <https://www.wordstream.com/blog/ws/2018/09/20/youtube-marketing>.

Greg, 2011, YouTube and Video , <Marketinghttp://ebookcentral.proquest.com/lib/uts/detail.action?docID=819109.>.

Subramanian,2019, Social Media and the Word of Mouth Publicity International Research Journal of Advanced Engineering and Science, https://www.researchgate.net/publication/327366758_Social_media_and_the_word_of_mouth_publicity

Lindsay Kolowich hubspot 2019

16 Video Marketing Statistics to Inform Your 2019 Strategy 

https://blog.hubspot.com/marketing/video-marketing-statistics?_ga=2.262204622.336184956.1556723738-480220017.1551811293&__hstc=171774463.d4fbd82dda8e2c3df9a8eb4f61f675e5.1559621023751.1559621023751.1559621023751.1&__hssc=171774463.1.1559621023751&__hsfp=1452885124

https://www.digitalcommerce360.com/internet-retailer/ invodo

Social Media and the Word of Mouth Publicity Dr. K. R. Subramanian, 2019, International Research Journal of Advanced Engineering and Science

Appendix:

Vlogging type video

Product Video:

SEO Key word tool