Result-OrientedMarketing InitiativesROI  (ROMI)<br />Proposed by:<br />
The ROMI Approach<br />Phase 1 – Online & Social Media<br />1A - Wine Lovers Portal<br />1B - Social Media Strategy<br />P...
Objectives of ROMI Approach<br />Build Customer base (retail)<br />Direct Marketing<br />Referral Program<br />Reseller ne...
Objectives of ROMI Approach<br />Branding<br />Organisation – A Wine Portal; not a Wine Company<br />Design – Creative, No...
Objectives of ROMI Approach<br />Marketing<br />Segmentation (Distribution)<br />Fans / Advocator<br />Customers<br />Frie...
Phase 1a - Wine Lovers’ Portal<br />Organic Interaction<br /><ul><li>Wine Lover Profiles
Wine Venue Profiles
Wine Blogs
Wine Classified Ads
Wine Pictures
Wine Events (rsvp)</li></ul>Monetize Models <br /><ul><li> Banner Ad
 SEO (Ad word, Adsense)
 Ecommerce</li></ul>Publicity - Media Stories<br />Marketing<br /><ul><li>Wine Survey/Poll
Wine Rating
Wine Groups</li></ul>1st Year Targets:<br /><ul><li> 1500 wine lovers profiles
 15-20 wine events
10 resellers (venue)
4 regular banner ads</li></ul>Contents ……. Conversation …….Community<br />
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Result Oriented Marketing Initiatives (ROMI)

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This is a Result-Oriented Marketing Initiative Proposal to Casa Chile, a wine distributor in Singapore.

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Result Oriented Marketing Initiatives (ROMI)

  1. 1. Result-OrientedMarketing InitiativesROI (ROMI)<br />Proposed by:<br />
  2. 2. The ROMI Approach<br />Phase 1 – Online & Social Media<br />1A - Wine Lovers Portal<br />1B - Social Media Strategy<br />Phase 2 - Mass Media Pitching<br />2A - Wine Appreciation Competition<br />2B - Wine & Your Personality<br />Phase 3 – Marketing Mix<br />3A - Thematic Event<br />3B - Retail Promotion<br />3C – Venue Usage<br />
  3. 3. Objectives of ROMI Approach<br />Build Customer base (retail)<br />Direct Marketing<br />Referral Program<br />Reseller network<br />
  4. 4. Objectives of ROMI Approach<br />Branding<br />Organisation – A Wine Portal; not a Wine Company<br />Design – Creative, Not Conventional<br />Communication – Publicity, Not advertising<br />
  5. 5. Objectives of ROMI Approach<br />Marketing<br />Segmentation (Distribution)<br />Fans / Advocator<br />Customers<br />Friendly Competitors<br />
  6. 6. Phase 1a - Wine Lovers’ Portal<br />Organic Interaction<br /><ul><li>Wine Lover Profiles
  7. 7. Wine Venue Profiles
  8. 8. Wine Blogs
  9. 9. Wine Classified Ads
  10. 10. Wine Pictures
  11. 11. Wine Events (rsvp)</li></ul>Monetize Models <br /><ul><li> Banner Ad
  12. 12. SEO (Ad word, Adsense)
  13. 13. Ecommerce</li></ul>Publicity - Media Stories<br />Marketing<br /><ul><li>Wine Survey/Poll
  14. 14. Wine Rating
  15. 15. Wine Groups</li></ul>1st Year Targets:<br /><ul><li> 1500 wine lovers profiles
  16. 16. 15-20 wine events
  17. 17. 10 resellers (venue)
  18. 18. 4 regular banner ads</li></ul>Contents ……. Conversation …….Community<br />
  19. 19. Phase 1b - Social Media Strategy<br />Name : Casa<br /><ul><li>1000 friends
  20. 20. Main link for other SMs</li></ul>Name : Terry & Mike<br /><ul><li>300 Connections
  21. 21. 20 recommendations</li></ul>Name : Casa Channel<br /><ul><li>10 wine appreciation videos
  22. 22. 20 wine event</li></ul>Name : Casa l<br /><ul><li>20 wine appreciation </li></ul>presenation<br />
  23. 23. Phase 2 - Mass Media Pitching<br />Wine Competition<br />Amateur<br />Professional<br />Types of wine<br />Year of harvest<br />Media Target<br />New Paper<br />My Paper<br />TODAY<br />Razor TV<br />Radio 938 Live<br />Wine & Dine Magazines<br />Party Portal – whoisgoing, mumtazz, <br />
  24. 24. Phase 2 - Mass Media Pitching<br />Wine & Personality Type<br />
  25. 25. Phase 2 - Mass Media Pitching<br />The Unique Wine Club<br />Exclusive<br />Wide Wine Selection<br />
  26. 26. Phase 3a – Thematic Events<br />Speed Wine Networking<br />Equal number, preferably 20<br />2 groups : 1 stationery, 1 moving<br />Each spend 8 min of exchange<br />
  27. 27. Phase 3a – Thematic Events<br />Pitch & Wine<br />Preferably 10<br />Each spend 10 min of pitching <br />Investor<br />Partners<br />Distributors<br />A separate target group is invited<br />Evaluation<br />Matching<br />
  28. 28. Phase 3a – Thematic Events<br />PechaKecha (chit-chat in Japanese) - Lifestyle<br />Ideally 20<br />Each spend 6min 40 sec <br />20 slides per presentation<br />20 sec per slide<br />Any topic/story OR Wine<br />Group Voting of Best Story<br />Winner gets a bottle!<br />
  29. 29. Phase 3a – Thematic Events<br />Six in a City / Glasses for Six (social)<br />Compulsory 3 couples<br />(single & available)<br />Matched according to <br />age range<br />wine preference <br />
  30. 30. Phase 3b – Retail Promotion<br />
  31. 31. Phase 3C – Venue Usage <br /><ul><li>Training
  32. 32. Workshop
  33. 33. Business Club Affiliation</li></li></ul><li>The ROMI Approach<br />Phase 1 - Online<br />1A - Wine Lovers Portal<br />1B - Social Media Strategy<br />Phase 2 - Mass Media Pitching<br />2A - Wine Appreciation Competition<br />2B - Wine & Your Personality<br />Phase 3<br />3A - Thematic Event<br />Business - Speed Networking<br />Business – Pitching Event<br />Lifestyle - PechaKecha Networking (6m 40sec speech)<br />Social – Six in a City / Wine for Six<br />3B - Retail Promotion<br />A pair for every case<br />Event Part-Sponsorship<br />3C – Venue Usage<br />
  34. 34. Timeline of Approaches<br />

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