Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Group Discussion
Theresa Wessels
Inga Warrelmann
Justine Portelli
Lei Li
Lisa Laschke
Stefan Wolfkamp
Qing Xu
1. Well-established B2C brand with high brand
awareness
Understanding needs, wants & challenges from
current customers helps connecting with new
customers faster and easier.
• Fi...
Website and social presences
• Search Marketing: SEO
• Online PR: Brand protection
• Online partnership: Sponsorship
• Off...
Search Marketing
Search Engine Optimisation
• Individual keyword management for desktop, tablet, mobile
• General beauty t...
Search Marketing
• SearchMark
eting:SEO
Mobile trends
• Higher costs for keywords on mobile devices
• Higher clicks on mob...
Search Marketing
• SearchMark
eting:SEO
Increasing searches for makeup & beauty (2004-2015)
Online PR
• SearchMarketing:SEO
Brand protection
– Keep registering patents of make up lines, limited editions, brand
name...
Online partnership
• Sponsorship
–Digital Fashion Weeks
–Online TV shows & You Tube clips
–Online magazines
–Online beauty...
Offline communication
• Exhibitions
– Beauty festivals and conventions (e.g. GlossyCon)
• Packaging
– Limited editions for...
Social Media Marketing
• Viral campaign
– Presenting, applying and recommending new product lines by brand
ambassadors on ...
2. Established B2C brand with low brand awereness
Prezis’example
Google Adwords (keyword planner)
Keyword
Currenc
y
Avg. Monthly
Searches
(exact match only)
Competitio
n
Suggested
bid
pre...
What can they do to increase their brand
awareness?
What can they do to increase their brand
awareness?
3. Dot-com Startup
Search marketing
• Search Engine Optimazation
-to improve the traffic on
the Online - Shops
Online PR
• Brand protection
-...
Online partnership
• Co-branding
-with other successful
online retailers
-to the benefit for both
firms
Interactive ads
• ...
Opt-in-e-mail
• House list emails
- to generate best E-Mail
Marketing results
- to reach a high amount of
potential custom...
Direct mail
• Improves Customer Loyalty
• Customized
• Customer pays more attention to Mails
• Customer stay updated about...
4. Small business aiming to export electric
motorbikes
Best mix of promotional techniques (online and
offline)
Zero motorcycles
Crafted in the United States
Growing and growing
Electric motorcycles
Promotional techniques to use for Zero
Motorcycles
Online (easiest for small
companies)
• Search marketing through pay per...
Promotional techniques to use for Zero
Motorcycles
Offline
• Sponsorship in exported country (use of
sustainable activity ...
Google trends
• Similar trend over time (one outlier)
Google trends
• Zero electric motorcycle is rising
• For Zero motorcycles maybe too expensive to use in their advertisemen...
Keyword selection
Electric motorcycles
Keyword selection
5. Common B2C product (AXA - household insurance)
Offline
• Direct mail:
• Company can update customers regularly about of...
Common B2C product (AXA - household insurance)
Online
Google AdWords – SEO
• Examples of keywords + costs (suggested bid):...
Example of Online Advertisement
Common B2C product (AXA - household insurance)
Online
Ads in third party e-newsletter
• E.g. house building companies, rea...
6. Specialist B2B product (i.e. medical implant)
Cochlear Implant
• Google, Bing, Yahoo, Microsoft’s MSN, and America Online – SEO
• High general searching terms: cochlear implants, childr...
• Sample SEO keywords
Searching marketing
Social media sources: Facebook, Twitter, YouTube,
blogs and online forums.
Audience participation:
(⑴)68% of CI users part...
Sponsorship
CI manufacturers have sponsored a few forums,
including:
 Cochlear Community (Cochlear)
 HearPeers (MED-EL)
...
Exhibition
 Cochlear Implant meeting (e.g: The 2nd World Congress on CI in
Emerging Countries: Challenges & Opportunities...
References
• http://www.hoovers.com/lc/sales-marketing-education/online-strategies-to-boost-brand-
awareness.html
• http:/...
References
• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4487612/
http://www.cochlear.com/wps/wcm/connect/nl/for-professi...
THANKS
Upcoming SlideShare
Loading in …5
×

Online Offline Promotion Mix

1,422 views

Published on

Group discussion

Published in: Internet
  • Login to see the comments

Online Offline Promotion Mix

  1. 1. Group Discussion Theresa Wessels Inga Warrelmann Justine Portelli Lei Li Lisa Laschke Stefan Wolfkamp Qing Xu
  2. 2. 1. Well-established B2C brand with high brand awareness
  3. 3. Understanding needs, wants & challenges from current customers helps connecting with new customers faster and easier. • Finding new opportunities, which help to represent the company as valuable as possible. Basis strategy
  4. 4. Website and social presences • Search Marketing: SEO • Online PR: Brand protection • Online partnership: Sponsorship • Offline communication: Exhibitions, Packaging, PR • Social Media marketing: Viral campaigns
  5. 5. Search Marketing Search Engine Optimisation • Individual keyword management for desktop, tablet, mobile • General beauty terms have high monthly searches – E.g. hair color or make up – Higher Cost-per-Clicks • Loreal related keywords less CPC‘s
  6. 6. Search Marketing • SearchMark eting:SEO Mobile trends • Higher costs for keywords on mobile devices • Higher clicks on mobiles • Desktop clicks decreasing
  7. 7. Search Marketing • SearchMark eting:SEO Increasing searches for makeup & beauty (2004-2015)
  8. 8. Online PR • SearchMarketing:SEO Brand protection – Keep registering patents of make up lines, limited editions, brand names – Strict ambassador regulation (only Loreal as cosmetic sponsor)
  9. 9. Online partnership • Sponsorship –Digital Fashion Weeks –Online TV shows & You Tube clips –Online magazines –Online beauty shops –International and national ambassadors: Celebrities, Blogger, YouTuber
  10. 10. Offline communication • Exhibitions – Beauty festivals and conventions (e.g. GlossyCon) • Packaging – Limited editions for ambassadors / as part of tombola – Constantly modifying package design • PR – Sustainable development (global warming, no animal experiments, natural ingredients) – Diversity – Research innovation – Awards: E.g. Top 100 company, Best employer, Best customer service
  11. 11. Social Media Marketing • Viral campaign – Presenting, applying and recommending new product lines by brand ambassadors on visual platforms as Instagram, Facebook, YouTube & Snapchat • Product introduction • Product application • Tutorials – Presenting company culture / Behind the scenes • Diversity – Usage of hashtags
  12. 12. 2. Established B2C brand with low brand awereness Prezis’example
  13. 13. Google Adwords (keyword planner) Keyword Currenc y Avg. Monthly Searches (exact match only) Competitio n Suggested bid prezi EUR 1M – 10M 0.08 0.07 presentation EUR 100K – 1M 0.03 0.65 oral presentation EUR 1K – 10K 0.02 0.07 online presentation EUR 1K – 10K 0.30 2.00 presentation tools EUR 1K – 10K 0.26 1.70 free presentation EUR 100 – 1K 0.20 0.72
  14. 14. What can they do to increase their brand awareness?
  15. 15. What can they do to increase their brand awareness?
  16. 16. 3. Dot-com Startup
  17. 17. Search marketing • Search Engine Optimazation -to improve the traffic on the Online - Shops Online PR • Brand protection -protect the brand itself and ist customers from illegal sales on the platform Online Communication
  18. 18. Online partnership • Co-branding -with other successful online retailers -to the benefit for both firms Interactive ads • Sponsorships - in order to attract attention - improves the image Online Communication
  19. 19. Opt-in-e-mail • House list emails - to generate best E-Mail Marketing results - to reach a high amount of potential customer Social Media Marketing • Customer Feedback - to improve customer oriented businesses - higher customer satisfaction Online Communication
  20. 20. Direct mail • Improves Customer Loyalty • Customized • Customer pays more attention to Mails • Customer stay updated about news and changes Offline Communication
  21. 21. 4. Small business aiming to export electric motorbikes Best mix of promotional techniques (online and offline)
  22. 22. Zero motorcycles Crafted in the United States Growing and growing Electric motorcycles
  23. 23. Promotional techniques to use for Zero Motorcycles Online (easiest for small companies) • Search marketing through pay per click advertisements. • Social media marketing  structurize a social media campaign (winning examples) • Ads in third party newsletter (other sustainable companies) • Create social media traffic in exported country.
  24. 24. Promotional techniques to use for Zero Motorcycles Offline • Sponsorship in exported country (use of sustainable activity or NGO) • Advertising of the product in exported countries. • Word of mouth  cheapest way, but also the longest way. Focus on customer service.
  25. 25. Google trends • Similar trend over time (one outlier)
  26. 26. Google trends • Zero electric motorcycle is rising • For Zero motorcycles maybe too expensive to use in their advertisements.
  27. 27. Keyword selection Electric motorcycles
  28. 28. Keyword selection
  29. 29. 5. Common B2C product (AXA - household insurance) Offline • Direct mail: • Company can update customers regularly about offers • Customers can be chosen regarding: income, location • Custom tailored offerings for insurance service • E.g. postcards, newsletter, Christmas cards • Word-of-mouth (actively influenced by AXA) • Press release about new insurance services in local newspapers • Discounts for specific customer groups or quantity discount • Special events and get-together´s for loyal customer for network purposes • Getting more referrals for insurance agents by keeping in touch with clients
  30. 30. Common B2C product (AXA - household insurance) Online Google AdWords – SEO • Examples of keywords + costs (suggested bid): • AXA house insurance – 3.28€ - medium competition • AXA insurance – 0.75€ - low competition • Homeowners insurance – 42.76€ - high competition • Insurance – 9.58€ - medium competition • Contents insurance – 11.37€ - high competition • Homeowner insurance quote – 42.71€ - high competition • Homeowners insurance – 42.76€ - high competition Create house list e-mails • Through subscriptions in exchange for a deal (e.g. free consultation) • Sending insurance e-newsletter which helps to track who opened the email, what they clicked on
  31. 31. Example of Online Advertisement
  32. 32. Common B2C product (AXA - household insurance) Online Ads in third party e-newsletter • E.g. house building companies, real estate agents Managing social presence • Promoting the brand AXA • Use for social selling purpose of insurances • Understanding how they can adapt to their increasing customer base Customer feedback • Independent company that contacts costumers to get customer reviews Sponsorship • Sponsoring of data driven company to improve business process and better serve customers (e.g. ensure better household safety) Insurance landing pages for focused household insurance services • Increase online lead generation
  33. 33. 6. Specialist B2B product (i.e. medical implant) Cochlear Implant
  34. 34. • Google, Bing, Yahoo, Microsoft’s MSN, and America Online – SEO • High general searching terms: cochlear implants, children, auditory implant • Sample PPC Keywords: Searching marketing
  35. 35. • Sample SEO keywords Searching marketing
  36. 36. Social media sources: Facebook, Twitter, YouTube, blogs and online forums. Audience participation: (⑴)68% of CI users participanted in Facebook groups for general information/support. (⑵)Using forum which contained approximately 9500 topics with 12700 posts. (⑶) CI users shared personal stories through Twitter, YouTube and blogs. Social media marketing
  37. 37. Sponsorship CI manufacturers have sponsored a few forums, including:  Cochlear Community (Cochlear)  HearPeers (MED-EL)  HearingJourney (Advanced Bionics) Online partnership
  38. 38. Exhibition  Cochlear Implant meeting (e.g: The 2nd World Congress on CI in Emerging Countries: Challenges & Opportunities) Sponsorship  Attending trade shows which can associate with other industry leaders and prospective buyers.  Seek out community exposure Offline communications
  39. 39. References • http://www.hoovers.com/lc/sales-marketing-education/online-strategies-to-boost-brand- awareness.html • http://www.marketing-schools.org/types-of-marketing/offline-marketing.html • https://evolvedesign.ie/business-strategy/what-are-the-offline-marketing-techniques-and-strategies-that-still- work/# • https://www.surveymonkey.com/mp/audience/insights/case-study/prezi/ • https://adwords.google.com/ko/KeywordPlanner • http://www.businessdictionary.com/definition/direct-mail.html • http://www.designyourway.net/blog/misc/20-offline-marketing-ideas-that-work/ • https://adwords.google.com/ko/KeywordPlanner/Home? c=9779247859& u=6835920534&authuser=0& o=cues#sea rch • http://marketingland.com/axa-cmo-says-social-media-is-best-way-to-identify-customer-pinpoints-138792 • https://us.axa.com/news/2016/data-driven-sponsorship.html • http://www.insurancesplash.com/insurance-marketing-ideas.html • https://www.ispionage.com/Competitive_Intelligence_directory/c/16/cochlear_com_636F63686C6561722E636F6 D
  40. 40. References • https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4487612/ http://www.cochlear.com/wps/wcm/connect/nl/for-professionals https://cochlearimplanthelp.com/ • http://www.designyourway.net/blog/misc/20-offline-marketing-ideas-that-work/ • https://www.theguardian.com/small-business-network/2013/apr/09/export-china-small-business-guide http://republic3-0.com/small-business-exports-little-engine-drive-big-growth/
  41. 41. THANKS

×