Communication Strategy for VAULT Presented by SwatiPednekar
Assumptions The presentation is made on many assumptions regarding the product and the target user The aim is to give an outline of communication strategy that should be used and why
Amazon conducted a poll just before the start of the year 2009 asking people on what are their New Year Resolutions. The top two resolutions were Get Finances in Order Lose Weight
To sell software we need to understand why people buy a software. We also need to understand just what software means to the customer. What makes someone choose one software over another?
In my experience, a potential software customer is looking for only one thing: A solution to a problem.
Even software games are a solution to the problem - the problem of boredom. Any software that addresses a need is solving a problem.
Some harsh truths No one really wants to install yet another software, figure out how to use it, and see if it will actually solves their problem. The whole process is just too painful. Does anyone say the same thing about driving home their new car after they bought it?
I did a random check to see how an individual acquires a software It comes packaged with the PC It is recommended by “PC Guy” – the person who sells us the laptop/desktop, or maintains it. Free download from the internet Free CD with magazine Shared by a friend and passed on further if happy In the past 3 years I have changed my anti virus 3 times on the recommendation of my “PC Guy”
Just think for a minute and answer these Qs How did you buy your Antivirus software? Would you hire an accountant who can not use Tally? How did MS Office and Tally become an integral part of the required configuration for a PC for an accountant?
I am sure you did not buy softwares because you saw an Ad in The newspaper, or heard it on the radio A software is ALWAYS recommended
How do we sell Vault in the given scenario? Define the target Audience
First - Who are we selling the software to? Salaried individuals with high incomes / Business owners / HNIs / Professionals Those who have there money/investments spread out They are comfortable with using the PC and own a PC They are net savvy They invest in various forms And they need an “at-a-glance-report” to assess the status of their finances, to take future decisions.
How do they manage their finances? They seek professional help of their financial advisors/CAs Study on their own, the various forms of investing Peer discussions Own knowledge / judgment of astute investing – be it buying gold/real estate / shares / MFs
Lets review key lifestyle habits of our TG Reads the business section of the daily newspaper Listens to the radio on the way to work Subscribes/purchases business magazines Watches business news channels Surfs the internet to stay in touch, to search for products, find solutions
Communication Strategy RECCOMENDER CONSUMER Internet Classified Ads Radio Group Seminars Demos Affiliate marketing with PC vendors Affiliate marketing with DSAs, and Financial Institutions (Above-the-line) (Below-the-line)
For the direct consumer Build presence on the internet Make available demo versions for free downloads Affiliate marketing on the internet Create a blog – offer solutions in the blog
Points to consider Are we meeting expectations of the consumers Is the site easily found Does the site invite the user to try a trial Is there a walkthrough of the product Does the site infuse confidence about the technology used
Other collaterals to be developed Product literature Point of Sale collaterals Product packaging Direct Mailers – e mailers Merchandise – mouse pads, mugs etc Note : all to have same look and feel and talk the same language
Media to be considered post consolidation of presence on the web