2010 Digital Marketing ----Haier in United

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Social Media
Haier America has tentatively entered the Social media space because of continued issues with product quality and consumers ability to voice their concerns. We have created Twitter and Facebook pages to gauge consumer interest in the brand and extend the Customer Service hand of the company. Weve used both resources to promote the brand but also respond to customer questions and issues. The next step is to fully engrain ourselves in the online space by providing consumers with information that they find useful so they will see us as a relevant brand. We found success this year promoting the Shanghai Expo contest through Twitter and Facebook and found that it helped grow both audiences, as well as 2011CES. In 2011, we need to take Social Media to the next level.

Haier Air Conditioner prmotion

Unique Value Proposition

The Weather Channel audience, regardless of whether they watch the cable network, visit weather.com or access our data on their mobile devices, is the most alert, engaged, and unique audience an advertiser can find. Because they have a personal stake in the content, their natural inclination is to remember what they see.

Promoting Our Partners

Tags Maryland HH Greg Massachusetts BJ Ohio HH Greg Florida BrandsMart Indiana HH Greg Minnesota Target Illinois - Walmart California - Walmart New York - Retailer Near You Pennsylvania - Walmart Online Banner TV Commercial Baltimore HH Greg Boston BJ Cincinnati HH Greg Miami BrandsMart Indianapolis HH Greg Minneapolis Target Chicago - Walmart Los Angeles - Walmart New York - Retailer Near You Philadelphia - Walmart

Regional

Walmart - 50% National Target - 50%

Walmart - 50% Target - 50%

AC Press Release
Haier America Launches Cross-Platform Ad Campaign with The Weather Channel to Promote Innovative Air Conditioner & Dehumidifier Lines New York, NY May 27, 2010 Haier America is launching a cross-platform advertising campaign with The Weather Channel Companies to promote the companys full line of air conditioners and home comfort products. The most comprehensive air conditioner product-focused campaign in the companys history includes a new television commercial, online banners, mobile Web banners and a radio spot. Haier will be promoting eco-friendly air conditioners and dehumidifiers beginning May 27, and running until mid-July. Haiers extensive Energy Star-rated air conditioners and dehumidifiers, with innovative features such as the MagnaClik remote control, offer consumers added benefits while keeping them comfortable, said Kurt Kaufhold, senior vice president of Compacts & Home Comfort Products, Haier America. We have also added Braille text on our air conditioner remote controls, demonstrating Haiers commitment to a barrier free user experience for all consumers. The creative was developed by 3 Ring Circus out of Hollywood, CA, and offers a simple yet effective message highlighting the eco-friendly attributes of the line. Four products are featured in this eye-catching spot. As each product spins into view we see a creative visual interpretation of the word which describes the various key attributes of the Haier air conditioners - Cool, Dry, Quiet and Eco-cool. Each word is appropriately textured to reinforce the key product attribute, e.g. the word Cool turns into ice.

Consumers are getting their weather information from all of the platforms that The Weather Channel has to offer; television, online, and mobile, said Richard Block, vice president of Marketing, Haier America. Through this multifaceted advertising campaign, we are able to reach consumers at all of their points of contact, so when the summer weather heats up, the Haier brand will be top of mind. Just in time for Memorial Day weekend, weather.com will display Haiers banner ads which will be tagged with local retailer logos using targeted technology. Stage two of the campaign is a 15-second TV commercial which will air on The Weather Channel network beginning June 1, corresponding with the first month of summer. The online campaign also includes a version of the television commercial which will run on weather.com. And lastly, weather.com on mobile smart phones will feature Haiers pop-up banner ad that is clickable through to a retailer landing page for Haier Air Conditioners. A radio campaign kicks off on June 7, and will run in Haier's largest market, New York on NY's best source for news and weather information, WINS AM (1010).

AC Commercial

Click to Watch

Haier America Screenshots

(Weather.com)

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Haier Mobile Run of Site Placement

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Run of Forecast Multi-State Targeted Above the Fold (Massachusetts)

BJs Creative

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Run of Forecast Multi-State Targeted MID (Massachusetts)

BJs Creative

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Run of Forecast Multi-State Targeted Above the Fold(New Jersey)

Target Creative

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Mobile 300x250

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Portable Washer Campaign

We launched our first online campaign for portable washer. The $21,500 campaign ran for 2 months June 1 - July 31, 2010 on Amazon.com received almost 9 million impressions, an over delivery of over 800,000 impressions. We received 2,446 Clicks for the campaign giving us a click thru rate of 0.03% (50% above industry average ctr of 0.02%) and a cost per click of $8.79.

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AMZN HomePage targeted to In-Market Shoppers

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AMZN Search Page targeted to In-Market Shoppers

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AMZN BTF Detail Page targeted to In-Market Shoppers

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Product Demos
We also promoted the Portable Washer with a product demo video that was sent to online retailers including Amazon.com. The video was created to educate the consumer on the product and highlight key features. These online tutorials educate customers before a purchase and reduce support costs after the sale.
Click the link to see a Demo:
http://webapps.easy2.com/cm2/flash/generic_index.asp?page_id=36054270&vid_refer=63532&buyhide=1

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Online Campaign for LED TV

We launched our first online campaign for LED TVs on Rhapsody.com, a leading movies and music website. We tagged our leading online partners, Wal-Mart and Target, sending click-throughs directly to Haier LED TV pages on those sires. Our click-through rate is at 600% better than the industry average click thru rate. As of Oct 5 2010, we have received 12 million impressions.

Click to play

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Portable Washer Results

The demo videos were placed on Wal-Mart, Target, Amazon and etc while the online campaign ran on Amazon.com. We had over a 55% increase in online sales from January through June compared with 2009. In June, we had 117% increased in online sales compared with June in 2009.

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2011 Plan
Intelligent & Green

Haier Green
Haier America is doing its part to promote sustainability and a healthy planet. We offer a number of ENERGY STAR and energysaving products that reduce energy bills at home while protecting the environment. Our research and development teams continually work to improve the energy standards of our products, bringing eco-friendly appliances into homes nationwide.
How do we best get out the message that Haier is a good Corporate Citizen?

Leveraging the Partnership

Year-long program delivering Haier branding and publicity under the Green Message.

Building the Brand Online

NBA Social Media

Maximize the NBA Partnership

NBA Facebook and Twitter Promotions:

The NBA will promote us through their social media resources. With over 3.4 million fans on Facebook and close to 2 million Twitter followers, the NBA is the leading sports property in social media. We can use this opportunity to promote specific products or retail partners. With the NBA having such a considerable social media audience, we can create programs (like our green programs or Haier Care) designed to live only in the social media space (during the Green week maybe). By providing our Twitter and Facebook followers with exclusive video, we will be able to leverage the behind-the scenes nature of our assets.

Viral Video
Concept 1 Respect the Clean: Go Haier

Concept 2 - Haier Acts of Kindness Campaig n

Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry specific vertical search engines. This gives a web site web presence.

Web Press releases to drive traffic to Haieramerica.com 12 SEO Releases: (Green, product promotion, events, sales)

Also with the package we will get: -An account manager to answer any questions you have regarding press releases, as well as give you advice on how to maximize the effectiveness of the releases from an SEO standpoint -Automatic nationwide distribution with the regional digests -The convenience of getting all your releases at once, and not having to purchase them individually every time

GE is on the top position when people search energy star appliance s on Google

Google Adwords
Search Engine Marketing-Paid Search terms A type of contextual advertising where Web site owners pay an advertising fee, usually based on click throughs or ad views to have their Web site search results shown in top placement on search engine result pages. Some search engines will make it easy for users to determine which search results are natural and which are paid, while others will mix the results making it more difficult for users to determine which are the paid search results. Also called sponsored search. With Google AdWords, you can create and run ads for your business, quickly and simply. Run your ads on Google and our advertising network -- no matter what your budget, you'll only pay when people click your ads. Just visit www.adwords.google.com to get started. AdWords ads are displayed along with search results when someone searches Google using one of your keywords. Ads appear under 'Sponsored links' in the side column of a search page, and may also appear in additional positions above the free search results. That way, you'll be advertising to an audience that's already interested in your business. You can also choose to display your ads on Display Network sites in the growing Google Network. And, you can choose the exact Display Network placements where you'd like your ad to appear, or you can let contextual targeting match your keywords to content. You can choose from a variety of ad formats, including text, image, and video ads, and easily track your ad performance using the reports available in your account. There's no minimum monthly charge with AdWords -- just a nominal activation fee. Google Search terms: Haier, green, air conditioner, energy star, eco-friendly appliances...

Haier clicks will drive customers to key retailers websites to drive sales

Clicks

Haier in store

1 Year Supply of Tide HE Detergent: Special Promotion

Lowes Website On Smartphone. Landing page Features Haier Laundry Products.

Haier Website On Smartphone or PC

Anti-Microbial Technology For Family Health Online EduActive Consumer Targeted Demonstration Videos

Thank you for your time!

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