Marketing Plan for Software - My Vault


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a marketing plan for a new personal finance management software. check product details on

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Marketing Plan for Software - My Vault

  1. 1. Communication Strategy for VAULT<br />Presented by <br />SwatiPednekar<br />
  2. 2. Assumptions <br />The presentation is made on many assumptions regarding the product and the target user<br />The aim is to give an outline of communication strategy that should be used and why<br />
  3. 3. Amazon conducted a poll just before the start of the year 2009 asking people on what are their New Year Resolutions. <br />The top two resolutions were <br />Get Finances in Order<br />Lose Weight<br />
  4. 4. To sell software we need to understand why people buy a software. <br />We also need to understand just what software means to the customer. <br />What makes someone choose one software over another? <br />
  5. 5. In my experience, a potential software customer is looking for only one thing:<br />A solution to a problem.<br />
  6. 6. Even software games are a solution to the problem - the problem of boredom. <br />Any software that addresses a need is solving a problem. <br />
  7. 7. Some harsh truths<br />No one really wants to install yet another software, figure out how to use it, and see if it will actually solves their problem. The whole process is just too painful. <br />Does anyone say the same thing about driving home their new car after they bought it? <br />
  8. 8. I did a random check to see how an individual acquires a software<br />It comes packaged with the PC<br />It is recommended by “PC Guy” – the person who sells us the laptop/desktop, or maintains it.<br />Free download from the internet<br />Free CD with magazine<br />Shared by a friend and passed on further if happy<br />In the past 3 years I have changed my anti virus 3 times on the <br />recommendation of my “PC Guy”<br />
  9. 9. Just think for a minute and answer these Qs<br />How did you buy your Antivirus software?<br />Would you hire an accountant who can not use Tally?<br />How did MS Office and Tally become an integral part of the required configuration for a PC for an accountant? <br />
  10. 10. I am sure you did not buy softwares because you saw an Ad in <br />The newspaper, or heard it on the radio<br />A software is ALWAYS recommended<br />
  11. 11. How do we sell Vault in the given scenario?<br />Define the target Audience<br />
  12. 12. First - Who are we selling the software to?<br />Salaried individuals with high incomes / Business owners / HNIs / Professionals<br />Those who have there money/investments spread out <br />They are comfortable with using the PC and own a PC<br />They are net savvy<br />They invest in various forms<br />And they need an “at-a-glance-report” to assess the status of their finances, to take future decisions.<br />
  13. 13. How do they manage their finances?<br />They seek professional help of their financial advisors/CAs<br />Study on their own, the various forms of investing<br />Peer discussions<br />Own knowledge / judgment of astute investing – be it buying gold/real estate / shares / MFs<br />
  14. 14. How do we reach our Target Audience?<br />
  15. 15. Lets review key lifestyle habits of our TG<br />Reads the business section of the daily newspaper<br />Listens to the radio on the way to work<br />Subscribes/purchases business magazines<br />Watches business news channels<br />Surfs the internet to stay in touch, to search for products, find solutions<br />
  16. 16. Communication Strategy <br />RECCOMENDER<br />CONSUMER<br />Internet<br />Classified Ads<br />Radio<br />Group Seminars<br />Demos<br />Affiliate marketing with PC vendors<br />Affiliate marketing with DSAs, and <br />Financial Institutions<br />(Above-the-line)<br />(Below-the-line)<br />
  17. 17. For the direct consumer<br />Build presence on the internet <br />Make available demo versions for free downloads<br />Affiliate marketing on the internet<br />Create a blog – offer solutions in the blog<br />
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  19. 19. Points to consider<br />Are we meeting expectations of the consumers<br />Is the site easily found<br />Does the site invite the user to try a trial<br />Is there a walkthrough of the product<br />Does the site infuse confidence about the technology used<br />
  20. 20. Some sample sites to assess look and feel<br />
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  25. 25. Search Engine Optimisation<br />Enterprise Email Marketing<br />Search marketing<br />Online PR<br />Driving traffic to your site<br />
  26. 26. Objective<br /><ul><li> Increase sales
  27. 27. Increase traffic
  28. 28. Increase awareness
  29. 29. Communicate with clients</li></ul>What is it?<br /><ul><li> Very targeted
  30. 30. Can be sales driven
  31. 31. Newsletter based
  32. 32. All companies can and should be </li></ul> doing it<br /><ul><li> High return on investments
  33. 33. Access to analytics</li></ul>We should be collecting customer and prospect email details<br />Email marketing<br />
  34. 34. Objective<br /><ul><li> Provides free traffic
  35. 35. Highly targeted traffic
  36. 36. Web site 24x7
  37. 37. Local & national search </li></ul> results<br /><ul><li> Try to increase your search </li></ul>engine footprint at all times<br />What is it?<br /><ul><li> On-page optimisation
  38. 38. Off-page optimisation
  39. 39. Link building
  40. 40. Keywords
  41. 41. Content</li></ul>Search Engine optimization<br />
  42. 42. Objective<br /><ul><li>Quick route to market
  43. 43. Highly targeted
  44. 44. Campaign led</li></ul>What is it?<br /><ul><li> Pay per click
  45. 45. Online advertising
  46. 46. Paid content
  47. 47. Paid inclusion</li></ul>Search Marketing can be expensive and so keywords need to be researched properly.<br />Search Marketing<br />
  48. 48. Objective<br /><ul><li> Increase the number of online </li></ul> conversations about your brand<br /><ul><li> Drive targeted traffic to your </li></ul> website<br /><ul><li> Increase your thought leadership </li></ul> position<br />What is it?<br /><ul><li> Web 2.0
  49. 49. Social Media
  50. 50. Social Bookmarking
  51. 51. Blogging
  52. 52. Forums</li></ul>Online PR<br />
  53. 53. Road Map – web marketing<br />
  54. 54. Get product ratings<br />
  55. 55. Affiliate / tie ups<br />
  56. 56. Banner Ads<br />Option 2<br />Option 1<br />Option 3<br />
  57. 57. Other collaterals to be developed<br />Product literature<br />Point of Sale collaterals<br />Product packaging<br />Direct Mailers – e mailers<br />Merchandise – mouse pads, mugs etc<br />Note : all to have same look and feel and talk the same language<br />
  58. 58. Media to be considered post consolidation of presence on the web<br /><ul><li> Print Ads
  59. 59. E Marketing
  60. 60. Radio
  61. 61. PR
  62. 62. Seminars / product demos
  63. 63. Outdoor</li></li></ul><li>Thank you<br />To find out more about the personal finance management software visit<br />Muse<br />Images credits – images bazaar, and other sources on the internet<br />