Proposed Marketing Strategy for Bus.Com.ng
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Proposed Marketing Strategy for Bus.Com.ng
- 2. www.surkreo.com Transportation is an integral part of any functioning society The transport sector is still one of the most consistent business in Nigeria. With the ever growing migration of people from rural to urban cities of the country, it does not seem to end.
- 3. www.surkreo.com Since the collapse of the rail system, intercity transport buses has assumed a wider dimension and has become the most utilized way of intercity movement of goods and service.
- 4. www.surkreo.com The diversity and complexity of the different types of passenger transportations in operation today invokes the need for an efficient transport service management system. Existing transportation models tend towards proffering solution for finding the least cost combination for delivering people and cargoes from various depots to known remote customer destinations.
- 5. www.surkreo.com And this approach has only created a less satisfying mode of transport amongst middle class and upper middle class who sometimes strain to pay for flight tickets mostly for its organization and efficiency .
- 6. www.surkreo.com Online Bus ticketing There are couple of companies that are beginning to create some form of sanity within the industry with online management solutions that would ease the archaic traditional form of booking Some major players have started creating online portals for their bus ticketing service, easing customers of the stress of coming down to the terminals to confirm a seat. But there are other companies giving a greater variety of options to transporters to compare price, style and comfort level.
- 7. www.surkreo.com Bus.com.ng provides everyone the convenience of pre-booking bus travel tickets through the internet, telephone to travel across Nigerian cities. They are an online travel agency focused on selling bus travel tickets for major bus operators in Nigeria with a mission to becoming Nigeria’s number one bus ticketing company.
- 9. www.surkreo.com Oya.com.ng is a service company under the umbrella of Wakanow.com and it’s goal is to bring back convenience and ease to road travel in Nigeria. It’s online solutions has a vast array of products that eases off the burden of booking and getting you to where you intend to be.
- 10. www.surkreo.com
- 13. www.surkreo.com Current challenge … Position Bus.com.ng as the market leader in road transport management. Create TOMA amongst road users and travelers alike Make “Oya” a part of everyday language for road transport users
- 14. www.surkreo.com Bus.com.ng Oya.com.ng Transport Owned Taxi Services (Afro Cab, Easy Taxi) Strength Cheap rates Easy to use application Under the umbrella of an established travel brand Robust service offerings Strong brand Major marketing and PR initiatives Trust; as it’s not third party Wide Taxi network Simple application and model Competitive pricing (Room for negotiation) Weakness Small startup New player and not being able to secure trust Low visibility in the market Safety precautions Late entry into the market Low visibility in the market Safety precautions Perceived expensive and appeals mostly to middle class and upper middle class Lack of variety Low visibility in the market Random/cheap vehicles Operate the same way as traditional cabs so you are not sure of the resulting circumstances of their service Safety precautions Opportunity Expansion in service providers Positioning and sales improvement Geographic expansion of service Added booking channels: SMS New innovative products Leveraging on mother-brand in communication VAS Easy to evolve and improve on policies Premium offerings Increase in market visibility Simplified communication of products Threat Market visibility Traditional mode of transport would be hard to beat Price Safety guarantee Improved marketing investment amongst other key players Non regulated service partnership Harder to manage service quality SWOT ANALYSIS
- 16. www.surkreo.com Strategy Highlight: Nigerians love to explore … it’s a given; and most times its more about getting to where you want to go rather than how you get there. With the rise of unregulated mode of road transport, there is a huge opportunity to give Nigerians a little succor daily when on the road.
- 17. Personality Message Promise Vision Travel Convenience Provide our customers the most secure and convenient way to travel • Affordable • Convenient • Practical • Trustworthy • Energetic, fast, precise, family oriented, community oriented Proposed brand Map For anyone who want to travel fast anywhere, any time. Bus.com.ng is a service that provides a simple and convenient way to travel. Unlike Traditional mode of transport, Bus.com.ng delivers an easy to use mobile booking solution that delivers. Positioning www.surkreo.com
- 18. Target - Consumer Analysis www.surkreo.com • Lagos is the main destination in Nigeria, well-known as a business destination. Lagos is also the African hub for Music, Cinema (Nollywood) and new technologies. • Some of the top tourist destinations in the country include Obudu Mountain Resort in Calabar; Oke Idanre Hill in Ondo State; Coconut Beach in Badagry Lagos, Kainji National Lake Park in Niger State, and Falgore Game Reserve in Kano. • Domestic travel spending grew to NGN 2.7 bn, a 4.9% increase in 2016 over 3.2% recorded in 2015 • Lagos has the highest domestic travel demand of 58%
- 19. Target - Consumer Analysis www.surkreo.com Demographic: ■ Age - 16 - 35 ■ Gender - Male Female ■ Geographic Location - Urban/Rural Psychographic: ■ Brand Preferences - Non Specific ■ Price Sensitivity - Moderately High ■ Hobbies - Social gatherings, hang outs, parties ■ Lifestyle - Highly social ■ Spontaneity - Moderately High ■ Influenced by Peers - Highly likely ■ Relationship Importance - High Behavioral: ■ Where They Shop - Malls ■ Type of Store Preferences - Within malls ■ Internet Usage - Savvy ■ Impulsiveness - High ■ Information Sources - Internet ■ Buy Based on Trends - High ■ Benefits sought - Low
- 20. www.surkreo.com Consumer Insight – Bulls eye I want to convenience of travel booking without the complexities associated with it. I want services that won’t make me feel left out ■ Age - 33 ■ Gender - Male ■ Geographic Location - Urban/Rural ■ Family - 4 - 5 ■ Average income - N57,140.55 http://www.tandfonline.com/doi/full/10.1080/21650020.2015.1124247
- 21. Maximizing our targets – Differentiated Targeting www.surkreo.com The new wave of consumers are impulsive and spontaneous in their decisions. So creating relatable marketing campaigns for to appeal to our two target market segments People travel for different reasons at different points in time, so it is key that we provide solutions that meet the need of travellers when need be; without giving the impression of a “one size fits all platform”
- 22. Maximizing our targets - Segmentation www.surkreo.com Weddings NYSC Family/Friends Relationships Work Trade Vacation
- 23. Maximizing our targets – Undifferentiated Targeting www.surkreo.com The new wave of consumers are impulsive and spontaneous in their decisions. So creating relatable marketing for different set of segments to guide their spontaneous decision is important. Marketing Mix Male/Female 18 + Male/Female 65+ [Variation in Product, Promotion & Place] Religion Education Social
- 24. Brand Proposition www.surkreo.com We’ll get you there
- 25. Strategy Market segments that influence financial transactions Corporations/Institutions Small Businesses Personal Users • Policies • Human Resource Planning • Unprecedented cases • Frequent long distance traveler • Looking for convenience • Low price sensitivity • Little or no fleet • Ease expense in irregularity of current transport pricing • Availability of cars on demand IDENTIFY THE INFLUENCERS www.surkreo.com
- 26. Strategy CONSUMER ANALYSIS: PRODUCT/MARKETING BREAKDOWN www.surkreo.com CORPORATE Individual Parcel Cargo deliveries Concierge services Company Retreat Pick n’ drop off GROUP - Pick "n" drop off - Airport shuttle/drop off - Inter state service - Religious ride - Scholar ride Bus.com.ng B2B Digital Marketing Brochures Tele Marketing Content Marketing - Pick "n" drop off - Airport drop off - Executive service - Luxury ride - Inter state service - Digital/Content Marketing Traditional Marketing Ambient Marketing INDIVIDUAL B2C Digital Direct Marketing Trade Marketing Traditional Marketing Interstate Bus travel CARGO - Same day delivery - Express delivery - Next day delivery - Bulk mail deliveries
- 27. Strategy MODE OF INFLUENCE – Getting people to try out a product might not seem to be a challenge, but creating an institution of the product would need lead influencers amongst different sectors and sections of the society Robust Service provider Network Incentive based transaction with small businesses/individuals Social influencers •Radio Shows, Blogs, social media geeks, celebrities Church/Mosque •Programs, event sponsorship Strategic partnerships •Events, Clubs, Golf Clubs, parties, etc Corporates/Institutions •Human Resources department Government/Institutions •Schools, Parastatals, unions, etc www.surkreo.com
- 28. Strategy What we should achieve : • Critical Investment and Development of service provider network • Customer Education • Customer focused policies/incentives and activities • Partnerships with Corporate, SME’s, Associations and Religious bodies • Simplicity in communication to drive top of my awareness • Make Bus.com.ng a part of the everyday language • Continuous innovation on consumer needs and service research www.surkreo.com
- 29. Tactics Campaign Theme: Let’s go Rationale: At this point, we cannot afford to be cheeky with our messaging or copy lines. These set of people are fast moving and are used to the norms and generally afraid of change unless they are certain it affects them positively www.surkreo.com
- 30. www.surkreo.com VISION Bring back convenience and ease to road travel in Nigeria. + = PRODUCT DELIVERY CUSTOMER ROI
- 31. www.surkreo.com Bus.com.ng VISION Twitter Facebook Instagram Blog Number of Followers 287 6310 259 0 How we look now
- 32. www.surkreo.com VISION Where we need to be Setting objectives defines the success of your digital marketing journey, so we need to be… S – Specific M – Measure A – Attainable R – Relevant T – Timely
- 33. www.surkreo.com STRATEGY This strategy helps us maximize success of the social web and focus on the objectives to be achieved Evaluate Goal Setting Full Spectrum Strategy Tactics Measure • Brand Perception • Online Presence • Target Markets • Customer Insights • Internal resources • Customer acquisition targets • Website visits and clicks • No. of dialogues per month • Value proposition • Governance • Integration • Action and control • Brand advocacy • Customer engagement • Digital Marketing mix • Content flow • Campaign schedule • Resource relocation • Prioritizing activities • Outreach effectiveness • Engagement ratio • Inbound traffic • Social Media Influence
- 34. Strategy CONSUMER ANALYSIS: CHANNEL BREAKDOWN www.surkreo.com CORPORATE PREMIUM SUVs/Luxury Cars EDM LinkedIn community Covert sales marketing Web Banners GROUP Sponsored posts Web banners Content Marketing Social channel ads Whatsapp BBM channel SMS Bus.com.ng B2B Digital Marketing Content Marketing Sponsored posts Web banners Social channel ads EDM Whatsapp BBM channel SMS Digital/Content Marketing INDIVIDUAL B2C Digital Direct MarketingInterstate Bus travel CARGO EDM LinkedIn community Covert sales marketing Web Banners
- 35. Digital Marketing We intend to reinforce out contents through paid media and creating loyalty programs to drive engagement with our followers and prospective followers This will be done through: Google Display Banners Social media ads 3rd party blog content Influencer marketing Growth hacking www.surkreo.com
- 36. Tactics • Community Building • Lead generation • Consumer Engagement www.surkreo.com
- 38. Community Building One of the biggest drive would be to influence the increase in the purchase habit amongst our followers. We intend to drive this influence by developing content that would help people build a habit around booking bus tickets with bus.com.ng Strategy Tactics Blog posts Blog posts will be created for the launch of the campaign. Posts will be put out on popular blogs like LindaIkejiBlog and InstaBlogNaija. Animated Videos 10 animated videos (10secs) will be created to be put out weekly on all social media platforms. Sponsored Post Posts will be sponsored on Facebook and Instagram to drive campaign and create awareness for campaign www.surkreo.com
- 39. www.surkreo.com
- 40. Engagement One of the biggest drivers for interaction and intent to purchase is a strong engagement plan, which we intend to use as a key driver to gain loyalty. Strategy Tactics Giveaways Give away travel miles and gifts to loyal followers Influencer strategy Drive brand engagement using influencers interaction with the brand www.surkreo.com
- 41. www.surkreo.com
- 42. Dedicated Calendars Travel in Nigeria is a seasonal market that is influenced by government holidays, events and functions. And with the complexity of these dates round the year, creating timetables and dates around this period is key to creating and sustaining traffic to our website. www.surkreo.com Lead Generation
- 43. www.surkreo.com
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- 46. Growth Hacking There are strategic ways we intend to target competitions audience and customers to generate trial and intent to purchase. These strategic and creative approaches has a single goal … for us to grow as fast as possible. Some are: Leveraging on third party platforms Target competitors audience Content to be conversion driven Customized content across social media pages Facebook, Instagram and google re-targetting Amongst other technicalities www.surkreo.com
- 47. Launch Plan www.surkreo.com There is no better time to claim the market than now and we need a launch plan to give us much needed TOMA and lay our claim as market leader. Our approach is to drive a 3 months campaign from now till January using; • Influencer marketing and engagement • Third party blog posts • GDN • Increased Social Media activity
- 48. Social Media campaigns www.surkreo.com We intend to drive paid ads using these key materials
- 49. www.surkreo.com
- 50. www.surkreo.com
- 51. www.surkreo.com Third party blog posts
- 52. www.surkreo.com BrandPersonal 2 Aesthetics and Showcase BUS.COM.NG TOMA Key Blogs Technical Attributes Technocrats and Industry big wigs WOM Output BRAND RECALL TOMA INCREASE IN PAGE TRAFFIC PR Breakdown Identify mode of influence
- 53. www.surkreo.com Blogs Linda Ikeji TOMA Bella Naija WOM Naij Technical Attributes Instablog9ja WOM The Guardian Technical Attributes Tech blogs Technical Attributes Punch Ng Technical Attributes Ynaija TOMA Pulse Tv WOM Blogs
- 55. www.surkreo.com Influencer marketing - Bringing the fun back to road trips
- 56. www.surkreo.com Show and tell Understanding the buying behavior of people is key to a successful sales pitch. People love show and tell and with the social media it is now possible to give everyone the experience of most of trips
- 57. www.surkreo.com Show and tell Taking into consideration the decision criteria of our targets we thought about creating an engaging video that shows people first hand the awesomeness of traveling round Nigeria with us in 11 days.
- 58. www.surkreo.com Take on the World Every trip comes with a unique sense of excitement. And with the right partner on the road, these experiences will always be memorable. That’s why we are embarking on a journey across, regions and terrains in Nigeria. Showcasing the fun moments of the trip and the efficiency of our service on Nigerian roads. From the: Journey Destination Experience
- 59. www.surkreo.com
- 60. www.surkreo.com Take on the World We will be having a team of three influencers sharing stories of Nigeria through their experience and their creative minds. From Navigation, landscapes and terrain, VAS and hotel shuttle, we will be navigating through some states in Nigeria and showing the excitement of traveling off the garage to the journey on the roads. These experience will be documented and content gotten from it will be used online and offline for our use
- 61. www.surkreo.com Take on the World The video content will be broken down into 6 series and shared on our digital platforms for people to also see and engage with.
- 62. Mentions Product use/display BUS.COM.NG Key Influencers Convenience Mentions Product use/display Psychological Benefits Input Users Visibility, Brand Image, Sales SEO Influencer Marketing Identify mode of influence Output Outcome Secure Brand Mentions Product use/display www.surkreo.com
- 63. Strategy Launch Tactics Channels Tactics Pre-launch (5 days) #TellBetterStories Launch 3 (days) #TellBetterStories Post Launch (2 days) #TellBetterStories Social Media: Facebook Instagram Youtube Twitter Awareness Generate buzz with campaign hashtag and drive audience to social media pages using influencers and radio OAPs Radio hypes • Increase in social media activity • Radio hype • Brand ambassador • Influencers (OAPs) • Content marketing • Digital marketing • Content marketing • Influencers • Sustained social media activity • Digital marketing Mass Media Radio BRT BUS Acquisition Create Anticipation • Increase in social media activity • Radio hype • Brand ambassador • Influencers (OAPs) • Content marketing • Digital marketing • Content marketing • Influencers • Sustained social media activity • Digital marketing Influencers Brand Ambassadors OAPs Key Influencers Noisemakerz Retention Not available • Content marketing • Increase in social media activity • Influencers • Digital marketing • GDN and remarketing • Content marketing • Influencers • Sustained social media activity • Digital marketing Engagement Make Bus.com.ng a key part of the campaign using influencers and OAPs • Increase in social media activity • Promo and giveaways • Engagement with brand ambassador • Engagement with influencers • Content marketing • Influencers • Sustained social media activity • Digital marketing • Promo and giveaways Execution 1. Engage influencers 2. Commence Social media activity 3. Engaging OAPs 1. Engage influencers 2. Commence Social media activity 3. Engaging OAPs 1. Engage influencers 2. Commence Social media activity Media plan www.surkreo.com
- 64. Media plan www.surkreo.com Strategy Tactics Timelines 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter 1st month Sustained social media activity GDN and remarketing on schedule Sustained social media activity GDN and remarketing on schedule Sustained social media activity GDN and remarketing on schedule 2nd Month Launch campaign Sustained social media activity GDN and remarketing on schedule Influencer Marketing Quarterly campaign Sustained social media activity GDN and remarketing on schedule GDN and remarketing on schedule Sustained social media activity GDN and remarketing on schedule Sustained social media activity 3rd Month Sustained social media activity GDN and remarketing on schedule GDN and remarketing on schedule Sustained social media activity Quarterly campaign Sustained social media activity GDN and remarketing on schedule Quarterly campaign Sustained social media activity GDN and remarketing on schedule
- 65. WAY FORWARD Continuously enlighten the target about the use and importance of the service Constructively engaging and collaborating with the service providers due to the use of their readily available structures Continuous review of policies and activities in the market www.surkreo.com
- 66. CONCLUSION • Even though the online bus ticketing space is still at its infancy with a lot of teething challenges, the future looks very bright considering the huge potentials in the country. • With the collaboration of all stakeholders especially the service providers, the travel ease goal can be achieved. www.surkreo.com