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TOUCHOFMODERN
BRAND
DEVELOPMEN
TMushfiq Rahman
mmr92@cornell.edu
TOUCHOFMODERN
CURRENT POSITION
OPPORTUNITIES
COMMUNICATION
STRATEGY
TACTICS
TOUCHOFMODERN
CURRENT POSITION
TOUCHOFMODERN
TOUCHOFMODERN
A Discovery site for Modern Design
Flash Sales at the lowest prices anywhere
What you told me…
TOUCHOFMODERN
Problem
Not enough content.
No distinct voice.
SEM is not optimized. For
keywords:
‘Modern Design’ TOMO not ...
TOUCHOFMODERN
No Unique Voice
Facebook
This look is as functional as it is aesthetic for the full
360 package.
Buy this wi...
TOUCHOFMODERN
Social Media Content
Pinterest
All content is structured similarly –
Here’s a picture, would you like X?
(~3...
TOUCHOFMODERN
OPPORTUNITIES
TOUCHOFMODERN
TOUCHOFMODERN
Our Target
Primary
Male
Young professionals
Dispensable income
Actively looking for
modern design
Secondary
...
TOUCHOFMODERN
‘Distinctly dude-like aesthetic’
Modern
Innovative Design
High End
Our Assets
TOUCHOFMODERN
TOMO has a unique position
Content doesn’t reflect that
position
Market Analysis
Female Male
Variety/SalesCu...
TOUCHOFMODERN
COMMUNICATION
TOUCHOFMODERN
TOUCHOFMODERN
Establish TOMO as a purveyor and trusted source of all
modern design.
Objective
TOUCHOFMODERN
Strategy
Content-First
Create ‘Modern
Design’ content
Create ‘Modern
Design’ buzz
Presence in design
communi...
TOUCHOFMODERN
Tactical
More Blog Articles
What’s engaging the
readers?
Social Media
Content
Develop a voice!
Vary the cont...
TOUCHOFMODERN
STRATEGY
TOUCHOFMODERN
TOUCHOFMODERN
SEM is one key element that is not effective in TOMO’s
marketing strategies. Search rankings for TOMO are no...
TOUCHOFMODERN
TOMO knows the secrets of modern design and where to find it
All flash sales sites offer sales and exclusive...
TOUCHOFMODERN
TOMO is the essential shopping destination for bachelors.
TOMO understands modern design and the values it e...
TOUCHOFMODERN
TOMO is part of the modern design scene
Inherent values of TOMO is associated with all the aspects of modern...
TOUCHOFMODERN
All communication should reflect the brand value proposition. These will be
communicated through: Product Li...
TOUCHOFMODERN
TACTICS
TOUCHOFMODERN
TOUCHOFMODERN
Creating a Voice
Currently, TOMO does not have a distinct voice. A different approach should
be crafted for ...
TOUCHOFMODERN
Articles on Designers is popular. Also
promote content across designers’
media channels.
Exploring the ‘desi...
TOUCHOFMODERN
Content must be Share-Worthy!
Create content leveraging our unique position in the market, and assets to
pro...
TOUCHOFMODERN
People have extremely sensitive bull-shit meters for advertisement. Unless
they can derive some value from t...
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MarketingPresentation-MushfiqRahman

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MarketingPresentation-MushfiqRahman

  1. 1. TOUCHOFMODERN BRAND DEVELOPMEN TMushfiq Rahman mmr92@cornell.edu
  2. 2. TOUCHOFMODERN CURRENT POSITION OPPORTUNITIES COMMUNICATION STRATEGY TACTICS
  3. 3. TOUCHOFMODERN CURRENT POSITION TOUCHOFMODERN
  4. 4. TOUCHOFMODERN A Discovery site for Modern Design Flash Sales at the lowest prices anywhere What you told me…
  5. 5. TOUCHOFMODERN Problem Not enough content. No distinct voice. SEM is not optimized. For keywords: ‘Modern Design’ TOMO not on first 10 pages. ‘Buy modern design’ TOMO on 10th page. ‘Modern Design sale’ TOMO Bottom of 2nd page CPC ads are expensive. Ad targeting is not 100% accurate. TOMO is a discovery platform for modern design but we are not marketing ourselves as experts of modern design. Positioned only as a discovery platform, TOMO misses the opportunity to create modern design content that adds value to customers. To grab attention at the zero moment of truth, TOMO needs to become synonymous with modern design.
  6. 6. TOUCHOFMODERN No Unique Voice Facebook This look is as functional as it is aesthetic for the full 360 package. Buy this with similar designs @ http://bit.ly/XoboDf” A serene ocean setting; the perfect way to de-stress on the weekend. Would you like to go here? We love the simplicity of this modern bed. Would you want this in your room? We love the subtle lighting of this contemporary bedroom. What do you think? Twitter A unique pool-bedroom duo. Would you like to wake up here? http://fb.me/10UrTvXPB We love the lighting of this loft. What are your thoughts? http://fb.me/Ye6FdYnd Romantic and elegant resort. Would you like to visit with your significant other?Located in Los Angeles. Find... http://fb.me/1ZvNzleFS Cheers to Friday! Would you like to start the weekend at this villa? http://fb.me/2UICJBtDu
  7. 7. TOUCHOFMODERN Social Media Content Pinterest All content is structured similarly – Here’s a picture, would you like X? (~300,000 page likes)/( ~2000 likes/post) = 0.6 % fans regularly interact with page. Current engagement most likely acquired through Ads and contests. Engagement may not be of the highest quality. Twitter All content is structured similarly – Here’s a picture, would you like X? Only 206 retweets or responses @someone. No engagement with other twitter users. Last tweet @someone was 6 months ago. Only 800 tweets in 20 months 40 tweets/month 1.3 tweets/day. Tweets should be scheduled at least one/hour to stay on top of users’ feeds. Facebook Not a social network for primary target market (males). But a primary social network for secondary market. The engagement of users here directly translates to impressions from the user’s followers. High ROI. Will enable us to safely test secondary target market
  8. 8. TOUCHOFMODERN OPPORTUNITIES TOUCHOFMODERN
  9. 9. TOUCHOFMODERN Our Target Primary Male Young professionals Dispensable income Actively looking for modern design Secondary Female Dispensable Income Not looking specifically for Modern Design, but open to try
  10. 10. TOUCHOFMODERN ‘Distinctly dude-like aesthetic’ Modern Innovative Design High End Our Assets
  11. 11. TOUCHOFMODERN TOMO has a unique position Content doesn’t reflect that position Market Analysis Female Male Variety/SalesCurated/Lifestyle TOUCHOFMODERN
  12. 12. TOUCHOFMODERN COMMUNICATION TOUCHOFMODERN
  13. 13. TOUCHOFMODERN Establish TOMO as a purveyor and trusted source of all modern design. Objective
  14. 14. TOUCHOFMODERN Strategy Content-First Create ‘Modern Design’ content Create ‘Modern Design’ buzz Presence in design communities Enable discovery by making ‘design’ cool. Strategy
  15. 15. TOUCHOFMODERN Tactical More Blog Articles What’s engaging the readers? Social Media Content Develop a voice! Vary the content! Show love of design! Tactic
  16. 16. TOUCHOFMODERN STRATEGY TOUCHOFMODERN
  17. 17. TOUCHOFMODERN SEM is one key element that is not effective in TOMO’s marketing strategies. Search rankings for TOMO are not the best, and the only way to optimize is to prioritize content-first marketing tactics. Here are some ways that TOMO can leverage its key brand assets to enhance its content. Content-First Strategy
  18. 18. TOUCHOFMODERN TOMO knows the secrets of modern design and where to find it All flash sales sites offer sales and exclusive access However, only TOMO can find and convince modern designers to sell great design. Platform 1
  19. 19. TOUCHOFMODERN TOMO is the essential shopping destination for bachelors. TOMO understands modern design and the values it embodies TOMO offers it customers an opportunity to express those values Platform 2
  20. 20. TOUCHOFMODERN TOMO is part of the modern design scene Inherent values of TOMO is associated with all the aspects of modern design in culture Certain elements define Modern Design : Clean, Minimalist, Bold, TOMO Platform 3
  21. 21. TOUCHOFMODERN All communication should reflect the brand value proposition. These will be communicated through: Product Listings, Newsletters, Blog, Facebook, Twitter, Pinterest, Instagram, etc. Communication Tools
  22. 22. TOUCHOFMODERN TACTICS TOUCHOFMODERN
  23. 23. TOUCHOFMODERN Creating a Voice Currently, TOMO does not have a distinct voice. A different approach should be crafted for future communications . Look at team members communication—how open, strong, funny,…are those? TOMO’s marketing voice should reflect that. Try to keep the same tone across all media channels. Ex. Dennis’ tone in Qoura or blog articles is a distinct voice that could be emulated.
  24. 24. TOUCHOFMODERN Articles on Designers is popular. Also promote content across designers’ media channels. Exploring the ‘design behind’ popular ideas is another good route. Discover trends using Google Trends. Bid on keywords if necessary to appear on trending design searches. Ex. Time James Bond article with launch of movie. The Ebullient Mr. Atwood & POD Design Lamborghini Veneno vs La Ferrari, Which is the Better Supercar? The-designs-behind-james-bonds-style-in-skyfall/ Office-spaces-that-will-make-you-want-to-quit- your-job/ Girlfriend-of-the-year-2012-a-gift-guide-for-him/ Designers-touch-episode-1-ryan-mcsorley-of-xd- design/ The-psychology-behind-the-cocktail-what-your- drink-says-about-you/ Only 7 of the 64 articles on blog.touchofmodern.com had significant engagement. What made them so popular? Popular Articles Recommendations Enhancing Blog Content
  25. 25. TOUCHOFMODERN Content must be Share-Worthy! Create content leveraging our unique position in the market, and assets to provide value to users Bachelor Lifestyle Modern Lifestyle Modern Design enthusiasts Content could be blogs, articles, apps, widgets, etc. Use blogs, other online forums, social media channels to disseminate useful information Shared content is less likely to be ignored because it appears via friends’ feeds. Shares are also more targeted because they get impressions from sharer’s friends, who are similar terms of taste and preferences. Content Creation
  26. 26. TOUCHOFMODERN People have extremely sensitive bull-shit meters for advertisement. Unless they can derive some value from the content you are providing they won’t consume it, and concurrently they will take their value to competitors. Be Passionate

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