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  1. 1. Marketing Associate at Flipkey<br />marketing strategy and campaign schedule <br />
  2. 2. Grunt Work….<br />
  3. 3. SWOT = Be Honest<br />Strengths: Unique value proposition<br />Weaknesses: Name & solve<br />Opportunities: Name & market<br />Threats: Prospect’s time & budget<br />
  4. 4. Strengths<br />Media Mentions<br />TripAdvisor<br />Promotions & Discounts<br />Unlimited Photos<br />Competitive Pricing<br />EASY & FUN<br />
  5. 5. Weaknesses<br />Start-up: new, need to spread brand, create voice, stand out.<br />Website Traffic<br />Revenue & Cash flow?<br />
  6. 6. Opportunities To<br />Spread Brand (Tripadvisor!)<br />Help with cost-effective vacations<br />If economy tanks, discounts look better and renters are desperate to rent<br />If economy gets better, people have more money to spend on vacations<br />Appeal to Businesses and Owners and Vacationers<br />
  7. 7. Threats<br />Vacation Time – Consider Seasons<br />Budget – How much money does the company have to spend? <br />Budget – Competitive payment plans? Free trial then $299/month?<br />
  8. 8. Series of Campaigns! <br />
  9. 9. Consider INBOUND Marketing <br />Helps to warm clients to company, voice of company bring clients to sales<br />Relationships  loyalty<br />People are ONLINE<br />Reach more people at once<br />Remember AudienceS<br />Vacationers<br />Businesses (management?)<br />Rent-by-owner<br />Prospective renters<br />Prospective vacationers<br />
  10. 10. Website Traffic: Numbers, Patterns, Competition<br />
  11. 11. WHY FACEBOOK?<br />22%: people online are on FB<br />55 minutes: Average time on FB<br />95%: Users only look at Newsfeed<br />Consider Opportunities to reach out…<br /><ul><li>Demographic: young people
  12. 12. Population of FB (It would be the largest country)
  13. 13. Influence</li></li></ul><li>FACEBOOK CAMPAIGN<br />EDGERANK: AFFINITY, WEIGHT, DECAY<br />Goals:<br />Increase fans<br />Appear on fans’ newsfeeds<br />How to Achieve Goals:<br />1. Cross-promotion on Twitter, blog, website<br />be visible<br />2. Use photos<br />3. Encourage comments<br />4. Keep text short<br />5. Use full links<br />6. Don’t post through third party apps<br />7. Post when fans are online (measure traffic)<br />Measure?<br />Facebook rewards and punishments<br />Survey idea numerical value of a fan<br />
  14. 14. TWEET YOUR HEART AWAY<br />Goals:<br />Increase followers<br />Bring traffic to website/sales<br />Plan:<br />Put all content on Twitter: questions, blogs, news, vacations, questions, links to website etc.<br />Measure:<br />RT, @Mentions, who is doing what you’re asking them to do?<br />Sentiments<br />Word clouds<br />Observational Notes – Rebrand, Relaunch<br />
  15. 15. EMAIL MARKETING<br />Segment customers<br />Monitor website behavior – Google Analytics– “Lead Scoring”<br />Lead Nuturing<br />Use that monitoring to further segment customers according to where they are in the process of taking action<br />A/B Testing <br />Create email schedule<br />
  16. 16. Blog & Website<br />SEO strategy: SEO Moz or 2-4% keyword volume<br />Inbound links (reputation)<br />Word cloud<br />Topics ideas from Twitter, FB, LinkedIn<br />Measure traffic and source of traffic<br />Research competitive companiesaccess what’s working and what’s not working<br />
  17. 17. Chronology of Campaigns<br />1. Research<br /><ul><li>Competition, language, clientbase</li></ul>2. Blog<br /><ul><li>Tailor content to research findings</li></ul>3. Social Media:<br /><ul><li>Get fans, followers by GIVING them something: discount (trial!), interesting information, interesting stats. Be the hub that people rely on.
  18. 18. Build Database of Clients and access where they are in the process of purchase.
  19. 19. Consider patterns/seasons for all content writing. (Generally, good seasons: March, June-August, November-Early January)</li></li></ul><li>Senior Marketing Associate<br />
  20. 20. Additional Ideas and Considerations<br />Time differences – contacts will be in different time zone. Schedule tweets, updates, etc. to sync with their zones<br />Research European sites/ competition<br />Communicate cultural standards and expectations<br />