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Pre-campaign Google Challenge

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Pre-campaign Google Challenge 2009 - Client: Arkimede S.r.l. …

Pre-campaign Google Challenge 2009 - Client: Arkimede S.r.l.
Product: Sudokubo

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  • 1. Giuseppe Ferro, Paz Toral, Elena Pettinelli, Anna Lisa Ratta 2009 THE PRE-CAMPAIGN STRATEGY
  • 2.
    • Arkimede S.r.l. was founded in 2007
    • It’s also owner of the website available at the URL
    • http://www.sudokubo.com
    • The website is online since 2006
  • 3.
    • Three categories well known as “Kubi of Arkimede”
    • Damakubo, Logikubo, Sudokubo
    • Two different lines of Sudokubo :
    • Compatto e DeLuxe Collections
    • Selling price from 29 to 89 euros
  • 4.
    • A wooden 3D transposition of the traditional Japanese game used to play Sudoku
    • Different versions , materials and colours
    • Easy transportation , compact size and light weight
    • Special gift , object for house decoration, design item
  • 5.
    • Sudoku’s market exploded in 2005, can be considered mature but not yet saturated
    • The company deals with some market niches : board and table games for adult and children, enigmatography and sudoku fans
    • Potential customers : brain teasers and logic puzzle fan, design lovers, parents in search of an alternative to the cyber-entertainment, children from 9 years onwards
    • Competitors : Eastern producers, sudoku software, free puzzles, videogames and console games
  • 6.
    • Resellers : they are a few and not really able to advertise the product on national scale
    • Buy now : the customer can choose the line of sudokubo and buy it
    • Events : all exhibitions and shows about Sudoku
    • e. g.
    Sudokubo was introduced for the first time in Germany in 2006
  • 7.
    • Guestbook : it’s impossible to open
    • About us : there is no information about the producing company
    • Contact us : the user can fill an application form to ask for more information
    • There is not a FAQ section
    • Tutorial video : a helpful introduction to the features of Sudokubo
  • 8.
    • The company has sold 150 pieces in the last three months, whose 30 via e-commerce
    • The budget Arkimede S.r.l. wants to invest in the online adv. is about 3000,00 euros
    • Website re-design and optimization as long-term goals
    • It has focused on free linking exchanges to improve the website visibility
  • 9.  
  • 10. Sudokubo.com appears first with the Google Search , using keywords strictly related to this product. The user cannot find this URL unless he/she knows the name of the product he/she is looking for or the name of the manufacturer, correctly written. In this last case this keyword appears as first at the second page rank.
  • 11. Google Analytics gives us also some information about traffic sources: in the last month the direct traffic was equal to 87.23%, the traffic coming from search engine was equal to 12.77%
  • 12. In the last month there were 47 visits, the average of page/visit was equal to 3.68 , the average time spent on sudokubo.com was about 3 minutes.
  • 13. In the last month there were neither a sale via e-commerce. The convertion rate was equal to 0.0%.
  • 14. 5 Adgroups
    • Sudoku collection game: sudokubo as collection object
    • Table game as sudokubo’s market segment
    • Logical puzzle game as brain teaser
    • Special present/gift
    • Sudoku travel game
  • 15.
    • Best keywords : sudoku, table game, logical puzzle game, Japanese table game, portable sudoku, special present/gift
    • Best negative keywords : all those related to online and free sudoku and games
    • e.g. TABLE GAME
    • “ Sudoku travel game/bring sudoku always with you/ You don’t need paper, you don’t need a pc”
  • 16.
    • Geotargeting : Italy, big cities with more than 100,000 inhabitants and European countries where people speak and understand English language
    • Goal : between 8,000 and 10,000 impressions, 40 clicks-a-day at 0,15/0,18 CPC and with a CTR equal to 2-3%
  • 17. The campaign will be considered successful if the company manages to sell at least one Sudokubo every 40 clicks and if the number of incoming links increases.
  • 18.  

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