Company Overview

Lamborghini is an automobile company that has specialized in the manufacture of sports and luxury vehicles. The company is headquartered in Bolognese, in Italy. It has one of its largest subsidiaries in the United States. The company’s social media marketing plan is designed to increase the firm’sonline presence and thereby tapmore opportunities to expand itssales.Lamborghini’s marketingapproach utilizes Facebook in its strategy to arrive at more potential customers and grow its market share. The choice of Facebook is driven by the presence of a large number of users compared to other social media platforms such as Twitter, Instagram, and Snapchat, to mention a few.The recent statistics show that more than 55.1% of the global population has access to the Internet. Also, a significant proportion uses various social media platforms (Chaffey, 2016). The existence of the high-speed Internet, advanced Smartphone technologies, and sophisticated computers make social media an appropriate marketing platform. It requires little capital compared to conventional marketing techniques. This aspect implies that it is easy for a company to recoup its initial marketing investment (Hoffman & Fodor, 2010).

Marketing Objectives

The objective of Lamborghini’s social media marketing plan goes beyond the traditional goal of maximizing sales. Firstly, the company is determined to use Facebook marketing to reach to new customers in the online community. The approach, in this case, involves identifying the target markets and directing right information aimed at marketing the company as a differentiated brand. Secondly, Lamborghini’s marketing objective is to build brand awareness. There are several car-manufacturing companies in the automobile industry, and, therefore,the plan is aimed at advancing Lamborghini’s brand differentiation strategies. Thirdly, thecompany seeks to use social media to penetrate international markets by growing its market share.

Further, Lamborghini will identify its potential target markets with an aim to explore new opportunities. The final objective is to increase sales and thereby the profitability of the company. This objective will be attained when the company will successfully penetrate the international markets, increase its market share, and build brand awareness. Lamborghini also aims at using social media to enhance customer relationships. It will achieve this aspect by using Facebook to address queries and complaints from its potential customers.

Strategies to Meet the Objectives

The marketing team will carry out customer profiling to identify potential target markets. The process involves critical assessment of characteristics of Facebook groups and pages to determine theinterests of members and followers. Moreover, Lamborghini Hurricane is associated with individuals of high social standards interested in maintaining their status in their respective societies. They like Lamborghiniautomobiles since it merges their prestige and social class in the community.In this case, some of the target groups include business executives, celebrities, athletes, footballers, and so on. It deals in luxurious automobiles, and, thus, these groups of people will have an interest in the sexy cars that support their fun.

Social media marketers would be posting pictures of Lamborghini products to attract potential customers in the identified target markets. Also, they will be explainingexclusive features that make Lamborghini Hurricane a differentiated brand. For doing so, marketers would be advancing the objective to differentiate Lamborghini from other brands in the automobile industry. Sharing photos of Lamborghini carswith its exclusive features, on the other hand, promote the aim to create brand awareness. Also, penetrating to the international social media community support the objective to increase Lamborghini’s market share and attracting new customers.

                                                Key Message in the Marketing Plan      

The primary objective of the information conveyed in the social media marketing plan is to create brand awareness. The other goal is to attract new customers to buy Lamborghini products after exploring its exclusive features. The marketing team will explicitly outline essential value prepositions attached to Lamborghini Hurricane. Some of these aspects are better driving comfort, advanced and modern braking systems, better control and stability, and exclusive customization features, to mention a few. Marketers would actively interact with their potential customers while answering questions related to the brand. Superior performance, luxury, advanced technologies,enhanced safety, and the fan associated with the brand are critical components of the message conveyed.

Another critical message to pass to the target market is the experiences amongcustomers already using Lamborghini automobiles. From the past sports racing competition, it is argued that Lamborghini Company emerged as a brandthat can manufacture vehicles with high speed and improved safety standards. The company is known for supporting various security agencies such as police in Italy. In this case, Lamborghini support police operations by supplying the force with improved automobiles with high speed, improved performance, and enhanced safety standards (Lamborghini, 2018).It is also an opportunity to pass a message that influential global personalities such as business executives, celebrities and footballers prefer Lamborghini Hurricane products to other brands. From this point, marketers would then create awareness on the procurement procedures, payment options, and the company’s pricing mechanism.

Analysis of Key Influencers and Evaluation Metrics

Lamborghini’s key influencers are made up of globally recognized people that can potentially support the company to establish good relations and reach a large target market. Therefore, it enables marketers to identify influential personalities to leveragetheir marketing activities. The strategy is aimed at reaching out to a specific audience and segments in the target markets. The marketing team has identified five key influencers to leverage its social media marketing plan on Facebook. These groups are categorized as micro-influencers, macro-influencers, celebrities, footballers, prominent politicians, and niche enthusiasts.

Micro-influencers are made up of key personnel that has more than one thousand followers on Facebook. These people have a tight-knit relationship with their followers on the social media platform, and, thus, the marketing team can easily reach to the target market. Their following also cover a broad niche beside higher engagement that will enhance interaction between the marketing team andflowers. The second group is macro-influencers. In this case, such people have more than a hundred thousand followers on Facebook. They are characterized by their large and diverse audiences that facilitate social media marketing.

Macro-influencers are experienced in working with well-established and brands with prominent positions in society. Celebrities are the third influencers that have a vast audience on Facebook. They can potentially support marketers to achieve a great reach by associating themselves with Lamborghini luxurious automobiles. The enthusiasts are the group of influential people that have passion in a particular activity. The five key evaluation metrics to determine success are exposure and amplification, sales volume, the number of followers sharing the message, influencer page traffic, and forecasted conversation.

Tactics to Support the Strategy and Evaluating the Success of the Plan

Marketers will identify critical influencers and approach them to support their social media marketing plan. The niche enthusiasts, in this case, will show passion in Lamborghini automobiles while supporting their passionate activities. Some of these events are football tournaments, athletics, wrestling, and so on. Enthusiasts have a mass following, and, thus,they will be in a better position to support Lamborghini to create brand awareness. The marketing team will critically evaluate the audience, customer profiles, and the ability of both macro and micro-influencers to sway their followers to embrace Lamborghini’s automobiles. Marketers will also assess the number following among prominent politicians and footballers to identify the most appropriate influencers that can potentially support the marketing plan.

The strategy to support marketing goals entails prominent politiciansand influential footballers to appear in public functions while driving in Lamborghini automobiles. The move is essential, in that, it creates brand awareness since such people have a significant following on Facebook. Celebrities, on the other hand, would be posting photos of Lamborghini’s cars to create awareness and attract more potential customers. The proposed timeline will last for three months. For celebrities, for instance, they will be sharing photosdriving in the Lamborghini’s cars for one month. They would then make appearances in crowds during the second month. During the third month, they would post to their followers the comfort, speed, and exclusive features that they experienced while driving in Lamborghini cars.

The evaluation of success will be based on the number of viewers, trends in sales, queries, and responses from new customers. Sterne (2010) asserts that a strategy to measure the success of critical influencers in social media marketing entails an evaluation of the number of followers sharing the idea and traffic on their Facebook pages. Lamborghini’s marketers will go through followers’ attitudes towards the brand in the conversation pages to determine if the audiences embrace the brand. After evaluating the level of success, marketers would initiate corrective measures on problems identified, adjust them, and repeat the process after two months.

References

Chaffey, D. (2016). Global social media research summary 2016. Smart Insights: Social Media

            Marketing.

Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social

Media Marketing? MIT Sloan Management Review, 52(1), 41.

Lamborghini. (2018). Lamborghini Automobile Brands. Retrieved 02 13, 2019, from https://www.lamborghini.com/en-en/motorsport

Sterne, J. (2010). Social media metrics: How to measure and optimize your marketing

            Investment.John Wiley & Sons.

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