Beam On’s target customer pool for their Rocket Time event is the customer age pools of 18-24 and 25-31 users who are considered Heavy and Moderate data users. These users account for 37.9% of total users according to available data (data is projected). This target group is aligned with Beam On’s typical customer demographics.
| Age Range | Heavy (5GBs/day) | Moderate (2-4 GBs/day) | Light (0-1 GBs/day) | Total | |
| Under 18 | 150 | 750 | 1500 | 2400 | |
| 18-24 | 2150 | 5050 | 9775 | 16975 | |
| 25-31 | 4050 | 7700 | 12000 | 23750 | |
| 32-40 | 750 | 2900 | 1425 | 5075 | |
| 40+ | 50 | 750 | 1000 | 1800 | |
| Total | 7150 | 17150 | 25700 | 50000 |
Beam On plans to reach these users by marketing the Rocket Time event on media platforms likely to be used by the target groups. Beam On is planning promotion materials for live streaming services, such as Twitch TV, as well as streaming advertisements on YouTube, Hulu, and other content providing services.
The Rocket Time event is projected to cost $10,000 per month over 6 months for marketing, plus the prize cost of up to $15,000 depending on where the winner is traveling from (Shiotsu, 2018). Total budget should not exceed $50,000. The prize is particularly inexpensive for Beam On since the main event, the rocket launch, is a planned event in order to increase existing satellite coverage.
The cost to Beam On is justified because it allows us to use our existing activities as marketing events both for the promotional launch and all future and upcoming launches. Beam On is able to livestream their normal operations and turn it into a selling tool using the customer base’s general interest in Space exploration and rocket launches.
References:
Shiotsu, Y. (2018, March 20). How Much Does it Cost to Run a Social Media Campaign? Retrieved from https://www.upwork.com/hiring/marketing/cost-social-media-campaign/.
Beam On Telecom 