1. DIGITAL MARKETING STRATEGY
MBA Class of ‘14

2. Total staff 20
Established 1991
Departments 3
Family-ownership 98%
directors
Company profile
DIGITAL MARKETING STRATEGY
Abbreviation of Hokkien (dialect) for ‘job well done’
Genesis of name
“Chorh
horh horh”
BUILDING
SECURITY
SGD 9M
Annual turnover
Lines of business
Retrofitting & renovation of conservation shop-houses; building Good Class Bungalows (GCBs)
Sole distributor of Israeli wireless alarm brand Visonic & Russian security software brand AxxonSoft
Presence in

3. DIGITAL MARKETING STRATEGY
Our marketing problem & call to action
Call to action
Generate awareness & clarity for prospective clients
Understand
Create
Communicate
Extract
Deliver
VALUE
At present Misperception & uncertainty regarding the firm’s product & service offerings – potential loss of revenue opportunities
solely in buildings?”
“Do you specialise
“I assumed you did only
security”
offer?”
“What do you

4. Purchase / attribution funnel
DIGITAL MARKETING STRATEGY
EXPOSURE
Prospective home owner perceives need to engage a competent & cost-effective firm
AWARENESS, EXPLORATION
.. builds initial consideration set based on available options and / or exposure to recent touch points
CONSIDERATION, DECISION-MAKING
.. adds or subtracts from the consideration set based on own evaluation and / or recommendations by influencers (architects)
CONVERSION, SALES
.. eventually engages a firm who is either shortlisted through a tender process or directly engaged (without tender)
RELATIONSHIP MANAGEMENT
.. builds expectations based on positive or negative experiences with the firm which will help inform future decisions
RETENTION, ADVOCACY
Positive experiences may lead to recurring business for the firm

5. designate.sg/ chhsys
Key touch points
DIGITAL MARKETING STRATEGY
EXPOSURE
AWARENESS, EXPLORATION
CONSIDERATION, DECISION-MAKING
CONVERSION, SALES
RELATIONSHIP MANAGEMENT
RETENTION, ADVOCACY
CLOSURE
Interactions with the firm, customer service
ACTIVE EVALUATION
Consumer-driven (inbound) marketing Word-of-mouth Online research Offline (print) reviews
INITIAL CONSIDERATION SET
Firm-driven (outbound) marketing Direct sales / marketing Trade shows Sponsorship

6. Prior website
Tedious navigation
Depiction of both lines of businesses unclear
Lacking comprehensive portfolio of products & services
Limited compatibility with mobile browsers
Paid search advertising & content creation
DIGITAL MARKETING STRATEGY
Placing Google AdWords ads next to Google search results for boosting website traffic to drive greater overall awareness of Chh’s products & services
OBJECTIVE

7. DIGITAL MARKETING STRATEGY
Placing Google AdWords ads next to Google search results for boosting website traffic to drive greater overall awareness of Chh’s products & services
OBJECTIVE
Revamped website
Better navigation
Clear depiction of both lines of businesses
Comprehensive portfolio of products & services
Maximum compatibility with mobile browsers
“..the 90th percentile of
sites by the industry”
Paid search advertising & content creation

8. Campaign kicked off with a single ad group
First set of 4 key words
Budget of $3.50
Turned on Phrase match
Daily Budget updated to $5.50
Exact match: ads may show on searches that are an exact term & close variations of that exact term
Turned off Phrase match and enabled Broad match
Max CPC for all keywords set to $0.95
Broad match: ads may show on searches that include misspellings, synonyms, related searches, etc.
Keywords
[visonic power master]
visonic power master
Searches
visonic’s power master
visonic power master in Singapore
DIGITAL MARKETING STRATEGY
Day 1 - 4
Day 5-11
Day 12
RESULTS
Display
Search
Display
Search
Display
Search
Impressions
1775 (444/d)
1067 (267/d)
104 (15/d)
698 (100/d)
296
84
CTR
0.17%
0.75%
1.92%
1.72%
0
0
Methodology & results of paid search advertising
Day 1
Day 12
Day 5

9. Added 3 new ad groups
Updated 40+ new Keywords recommended by AdWords
Different set of keywords for each group
No further ad groups (4)
Added negative keywords to filter out irrelevant traffic
Negative match: ads may show on searches that are searches without the following terms.
End of campaign
Keywords
[visonic power master]
- verizon; - ADT security system
Searches
visonic’s power master
visonic power master
DIGITAL MARKETING STRATEGY
Day 13 - 21
Day 21-25
Day 1-25
RESULTS
Display
Search
Display
Search
Display
Search
Impressions
4304 (478/d)
1766 (196/d)
3443 (689/d)
894 (179/d)
10907 (436/d)
4721 (189/d)
CTR
0.16%
1.30%
0.15%
1.23%
0.16%
1.14%
Broadened geographic reach to Malaysia
Methodology & results of paid search advertising
Day 13
Day 22
Day 26

10. DIGITAL MARKETING STRATEGY
Google Analytics
% New Sessions
24% of all searches made from mobile & tablet devices
62% of website visits through search are attributed to AdWords
Significant spike in referral traffic (Facebook) coinciding with trade show

11. DIGITAL MARKETING STRATEGY
Google Analytics
73% of visitors from Singapore & Malaysia
Greater interest in security business
Visitors used the contact form on website

12. Social search advertising
DIGITAL MARKETING STRATEGY
OBJECTIVE
METHODOLOGY
OUR RESULTS
KEY LEARNINGS
Three unique campaigns (duration of 5-7 days for each) aimed at growing:
Facebook page likes
Clicks to webpage by advertising construction services only
Clicks to webpage by advertising security services only Initial target age group at 25-54 premised on higher purchasing power; gender-neutral
Reach, i.e. no. of times ad appears on a user’s newsfeed: 9189 (total) Page Likes , i.e. unique subscribers to Facebook page: 52 Clicks to Website: 110
Create targeted ads based on specific demographic variables to drive greater awareness of Chh’s products & services
Target a younger 25-34 age group Higher engagement, lower Cost per Like: 16₵ vs 48₵ Focus on advertisement placements for mobile News Feed Mobile (NFM) captured 84% of total reach Importance of quality & attractiveness of content Photos of homes attract more clicks than security devices

13. Key takeaways
DIGITAL MARKETING STRATEGY
Careful selection of keywords is vital; use of Google-recommended keywords is unlikely to be as effective Although display networks generate 1/3 of all website clicks compared to search networks, they yield 3x as many impressions; firms need to distinguish between both & determine which would yield a higher conversion for their businesses Facebook a more effective engagement tool for younger audiences Importance of quality & attractiveness of content on Facebook, which is more frequently accessed on mobile devices Regularly measure & interpret results to continuously improve upon website & Facebook page features for improving salience THANK YOU