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Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
Result Oriented Marketing Initiatives (ROMI)
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Result Oriented Marketing Initiatives (ROMI)

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This is a Result-Oriented Marketing Initiative Proposal to Casa Chile, a wine distributor in Singapore.

This is a Result-Oriented Marketing Initiative Proposal to Casa Chile, a wine distributor in Singapore.

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  • 1. Result-OrientedMarketing InitiativesROI (ROMI)<br />Proposed by:<br />
  • 2. The ROMI Approach<br />Phase 1 – Online & Social Media<br />1A - Wine Lovers Portal<br />1B - Social Media Strategy<br />Phase 2 - Mass Media Pitching<br />2A - Wine Appreciation Competition<br />2B - Wine & Your Personality<br />Phase 3 – Marketing Mix<br />3A - Thematic Event<br />3B - Retail Promotion<br />3C – Venue Usage<br />
  • 3. Objectives of ROMI Approach<br />Build Customer base (retail)<br />Direct Marketing<br />Referral Program<br />Reseller network<br />
  • 4. Objectives of ROMI Approach<br />Branding<br />Organisation – A Wine Portal; not a Wine Company<br />Design – Creative, Not Conventional<br />Communication – Publicity, Not advertising<br />
  • 5. Objectives of ROMI Approach<br />Marketing<br />Segmentation (Distribution)<br />Fans / Advocator<br />Customers<br />Friendly Competitors<br />
  • 6. Phase 1a - Wine Lovers’ Portal<br />Organic Interaction<br /><ul><li>Wine Lover Profiles
  • 7. Wine Venue Profiles
  • 8. Wine Blogs
  • 9. Wine Classified Ads
  • 10. Wine Pictures
  • 11. Wine Events (rsvp)</li></ul>Monetize Models <br /><ul><li> Banner Ad
  • 12. SEO (Ad word, Adsense)
  • 13. Ecommerce</li></ul>Publicity - Media Stories<br />Marketing<br /><ul><li>Wine Survey/Poll
  • 14. Wine Rating
  • 15. Wine Groups</li></ul>1st Year Targets:<br /><ul><li> 1500 wine lovers profiles
  • 16. 15-20 wine events
  • 17. 10 resellers (venue)
  • 18. 4 regular banner ads</li></ul>Contents ……. Conversation …….Community<br />
  • 19. Phase 1b - Social Media Strategy<br />Name : Casa<br /><ul><li>1000 friends
  • 20. Main link for other SMs</li></ul>Name : Terry & Mike<br /><ul><li>300 Connections
  • 21. 20 recommendations</li></ul>Name : Casa Channel<br /><ul><li>10 wine appreciation videos
  • 22. 20 wine event</li></ul>Name : Casa l<br /><ul><li>20 wine appreciation </li></ul>presenation<br />
  • 23. Phase 2 - Mass Media Pitching<br />Wine Competition<br />Amateur<br />Professional<br />Types of wine<br />Year of harvest<br />Media Target<br />New Paper<br />My Paper<br />TODAY<br />Razor TV<br />Radio 938 Live<br />Wine & Dine Magazines<br />Party Portal – whoisgoing, mumtazz, <br />
  • 24. Phase 2 - Mass Media Pitching<br />Wine & Personality Type<br />
  • 25. Phase 2 - Mass Media Pitching<br />The Unique Wine Club<br />Exclusive<br />Wide Wine Selection<br />
  • 26. Phase 3a – Thematic Events<br />Speed Wine Networking<br />Equal number, preferably 20<br />2 groups : 1 stationery, 1 moving<br />Each spend 8 min of exchange<br />
  • 27. Phase 3a – Thematic Events<br />Pitch & Wine<br />Preferably 10<br />Each spend 10 min of pitching <br />Investor<br />Partners<br />Distributors<br />A separate target group is invited<br />Evaluation<br />Matching<br />
  • 28. Phase 3a – Thematic Events<br />PechaKecha (chit-chat in Japanese) - Lifestyle<br />Ideally 20<br />Each spend 6min 40 sec <br />20 slides per presentation<br />20 sec per slide<br />Any topic/story OR Wine<br />Group Voting of Best Story<br />Winner gets a bottle!<br />
  • 29. Phase 3a – Thematic Events<br />Six in a City / Glasses for Six (social)<br />Compulsory 3 couples<br />(single & available)<br />Matched according to <br />age range<br />wine preference <br />
  • 30. Phase 3b – Retail Promotion<br />
  • 31. Phase 3C – Venue Usage <br /><ul><li>Training
  • 32. Workshop
  • 33. Business Club Affiliation</li></li></ul><li>The ROMI Approach<br />Phase 1 - Online<br />1A - Wine Lovers Portal<br />1B - Social Media Strategy<br />Phase 2 - Mass Media Pitching<br />2A - Wine Appreciation Competition<br />2B - Wine & Your Personality<br />Phase 3<br />3A - Thematic Event<br />Business - Speed Networking<br />Business – Pitching Event<br />Lifestyle - PechaKecha Networking (6m 40sec speech)<br />Social – Six in a City / Wine for Six<br />3B - Retail Promotion<br />A pair for every case<br />Event Part-Sponsorship<br />3C – Venue Usage<br />
  • 34. Timeline of Approaches<br />

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