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Marketing Plan for Software - My Vault
 

Marketing Plan for Software - My Vault

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a marketing plan for a new personal finance management software. check product details on www.myvault.in

a marketing plan for a new personal finance management software. check product details on www.myvault.in

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    Marketing Plan for Software - My Vault Marketing Plan for Software - My Vault Presentation Transcript

    • 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
    • How do we reach our Target Audience?
    • 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
    • Some sample sites to assess look and feel
    • Search Engine Optimisation
      Enterprise Email Marketing
      Search marketing
      Online PR
      Driving traffic to your site
    • Objective
      • Increase sales
      • Increase traffic
      • Increase awareness
      • Communicate with clients
      What is it?
      • Very targeted
      • Can be sales driven
      • Newsletter based
      • All companies can and should be
      doing it
      • High return on investments
      • Access to analytics
      We should be collecting customer and prospect email details
      Email marketing
    • Objective
      • Provides free traffic
      • Highly targeted traffic
      • Web site 24x7
      • Local & national search
      results
      • Try to increase your search
      engine footprint at all times
      What is it?
      • On-page optimisation
      • Off-page optimisation
      • Link building
      • Keywords
      • Content
      Search Engine optimization
    • Objective
      • Quick route to market
      • Highly targeted
      • Campaign led
      What is it?
      • Pay per click
      • Online advertising
      • Paid content
      • Paid inclusion
      Search Marketing can be expensive and so keywords need to be researched properly.
      Search Marketing
    • Objective
      • Increase the number of online
      conversations about your brand
      • Drive targeted traffic to your
      website
      • Increase your thought leadership
      position
      What is it?
      • Web 2.0
      • Social Media
      • Social Bookmarking
      • Blogging
      • Forums
      Online PR
    • Road Map – web marketing
    • Get product ratings
    • Affiliate / tie ups
    • Banner Ads
      Option 2
      Option 1
      Option 3
    • 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
      • Print Ads
      • E Marketing
      • Radio
      • PR
      • Seminars / product demos
      • Outdoor
    • Thank you
      To find out more about the personal finance management software visit www.myvault.in
      Muse
      Images credits – images bazaar, and other sources on the internet