2013 06 05 cafelepremiate proposal-v2

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2013 06 05 cafelepremiate proposal-v2

  1. 1. Cafele premiateOnline Campaign Proposal15thJune 2013 – 30thJuly 2013
  2. 2. ObjectivesDrive salesIncrease the number of quality visitors to the sitePromote the “Cafele premiate“ websiteinforming users
  3. 3. Display campaignKey points BudgetThe key principle is: If people are takingaction, theyre retaining informationbetter than if its a passive interactionRON EURTotal no of exposures : 4.794.750Net/Net Cost w/o ad server : 27.000,68 4.931,19Ad Server Cost 493,04 113,34Facebook 1.200,00 275,86Google 4.350,00 1.000,00NET / Net CostTOTAL27.493,71 6.320,39
  4. 4. MEDIA STRATEGY
  5. 5. 5People interested in buying coffeeDeliver:The right answerTo the right peopleAt the right placeAt the right timeIn the right contextCore channel:Google searchGoing out & women sitescategoryInformation websitescategory (news ,business)
  6. 6. 6Approach:IntrusiveHighly visibleInterruptiveRepetitivePeople who might be interested inquality coffeeCore channel:News site categoryBusiness categoryWomen categoryPortal
  7. 7. MEDIA TACTICS7
  8. 8. Most advanced targetting technologies8 Time based targeting Demographic targetting( Facebook)
  9. 9. 9Time based targettingTarget- People interested in buying quality coffeeWorking & week day  news, business, search , portal sitecategoryWeek-end  focus on women, going out, social media Target - might be interested in quality coffeeAfter hours  news, social mediaWeek end  social media
  10. 10. MEDIA CHANNELS10
  11. 11. Website with a high affinity level
  12. 12. 13women businessnews Going outDisplayportal
  13. 13. 14Large Format banners  visibilityLeaderboard expandSEE EXAMPLEStandard format banners  traffic onthe client’s websiteLeaderboardBoxSkyProposal format
  14. 14. Expandable• High visibility andmemorization onthe homepage ofsites that offerqualitativeplacement andcontent• This is extendedthroughout thechosen categorieson powerful sites interms of traffic aswell as on coffeeaffinity sites
  15. 15. Synchronized channelsSynchronized channels–Synchronized messages–Personalized messages  different copy in banners,social media, search,Use customer intelligence to put relevant messages infront of your customers  many ads texts onGooglesearch and Facebook
  16. 16. Sales campaign Affinity sites and targeting, with low CPM and CPC cost Formats: classic formats, with call-to-action messagesand expandable formatsKPIs– Cost per click, Click rate, Visits, Visiting rate, Cost pervisits– Leads
  17. 17. Sales campaignEnsure visibility and brand recalling using home pages andour target sections, while optimizing reach and repetition  nocappingRight-channel customers to lower costs, which offers a qualitativeplacement and content  business, women, going out, news, Formats: Impacting formats  intrusive banners
  18. 18. Analysis & Optimisation ReportOptimization according to KPIs and objective of campaignBuying productsVisit on client siteNumber of ClicksClick – through – rateCPCsCONVERSIONSACTION19
  19. 19. Aggressive sales campaignKey pointsMedia Budget: € 6.320Timing: June 15th– July 30thGoals:Generate traffic to Cafele premiatewebpageInforming users of the high-classproductsComplementary data:Leads
  20. 20. Conversion Tracking• Conversion tracking is a form of website analytics thatmeasures the success of a campaign at directing auser to a website and tracking if they take the desiredaction or behaviour• Tracking occurs by placing dedicated tags for eachaction or behaviour on the advertisers website beforethe campaign starts
  21. 21. Goal of GoogleGenerate TrafficOptimizing your ads increases the probability that people will passalong your messageYour message will be disseminated to new and diversecrowds and bring new visitors to you.Generate LeadsInfluencers  Build a direct relationship with your product.Join the ConversationIdentify social networks where consumers are already talking aboutyour product and the way your product is perceived and accepted
  22. 22. Proposal on topSponsorship the morning news (hourly targeting8 a.m-10 a.m.) Permanent banner on realitatea.net, rtv.ro and kanalD.robetween 8a.m and 10a.m (aprox 2.000.000 unique)“ Citeste stirile la o cafea premiata”
  23. 23. Proposal on top Articles Tagged with the word “cafea “on home page Sticky ribbon banner in site tagged articlesKey points Budget 5.000 E  great visibility
  24. 24. Thank you!Thank you!

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