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- 1. facebook.com/plantaheadph/ Plant Ahead PH Digital Marketing Plan Bantayan | Go | Naguiat | Tan Ateneo Graduate School of Business
- 3. facebook.com/plantaheadph/ OUTLINE • About Plant Ahead PH • 11 Step Marketing Plan • Digital Tools/Marketing Campaign Used • Facebook • Facebook Ads • ManyChat • Instagram • Instagram Ads • Blog • Concepts • Social Media Marketing: Key Takeaways
- 4. facebook.com/plantaheadph/ About Plant Ahead PH The Covid-19 Pandemic has been a source of anxiety and stress. Plant Ahead started out as a hobby. A new love discovered during the lockdown. It was a reminder to always Plant Ahead for better days to come. A source of hope that can be shared with others!
- 5. facebook.com/plantaheadph/ 11 Step Marketing Plan PROFILE OF PTM ● Plantita and Plantmoms, ages 18 to 55 ● They indulge their green thumb in an attempt to try urban gardening ● They are absolutely obsessed with plants. They have read a thing or two about caring for indoor plants and have invested time and emotion on their new little greens.
- 6. facebook.com/plantaheadph/ 11 Step Marketing Plan PROBLEM ● I want to start my own home garden, but I don’t know where to start PRESENT CHOICE ● Go out and buy plants, but due to the pandemic, this is a challenge because of the lockdowns imposed in some areas
- 7. facebook.com/plantaheadph/ 11 Step Marketing Plan PROPOSITION ● Plant Ahead PH is your one-stop shop for all your planting needs. This page will provide you all the information you need on plants. You can order directly from the page and the plants will be delivered right to your doorstep. POSITIONING ● Plant Ahead PH is a one-stop shop serving all your planting needs
- 8. facebook.com/plantaheadph/ 11 Step Marketing Plan PESO MARKET SIZE ● As of 2019, the Philippine horticulture industry is worth Php 19.2M. Source - Department of Agriculture PRODUCT ● Ornamental plants PLACE ● Online store
- 9. facebook.com/plantaheadph/ 11 Step Marketing Plan PROMO ● Facebook Business ● Instagram for Business PANALO ● Plant Ahead PH will guide you through the whole process of choosing the right plant for your needs. Plant Ahead’s Facebook page has all the information that you need on plants, from the types that need sunlight to what types of plants should be in your bedroom and living room, and even instructions on how to take care of your plants.
- 10. facebook.com/plantaheadph/ Digital Tools Used: Facebook Page
- 11. facebook.com/plantaheadph/ Digital Tools Used: Facebook Ads ● For the last two weeks, Plant Ahead did 3 posts without paid ads and 4 posts with paid ads ● This was a mix of photos and posters as well as short videos/gifs.
- 12. facebook.com/plantaheadph/ Digital Tools Used: Facebook Ads Takeaways: ● Pictures vs Gifs: There was no significant difference on the engagement between the two. ● Boosted vs Non-boosted giveaways: Instagram is better for giveaways since there was more engagement even though it wasn’t a boosted post. Facebook giveaway had less participants even though it was boosted.
- 13. facebook.com/plantaheadph/ Digital Tools Used: ManyChat ● Instant and automated replies to answer customer queries, since we can’t always be online to attend to their concerns. Takeaway: ● Convenient to use ● Since products, availability and prices vary, transactions cannot be fully automated for now. A bit of personal touch is still needed and appreciated. ● Questions also vary. For example, some ask for care tips, measurements, recommendations, etc., which cannot be easily automated
- 16. facebook.com/plantaheadph/ Digital Tools Used: FB vs IG Ads
- 18. Plant Ahead PH facebook.com/plantaheadph/ 468likes followers 564 * July 22 to August 7
- 20. Followers: 564 Top Locations: Quezon City Manila Pasig Davao City Taguig In terms of page audience Reach: 3,225 Impressions: 8,968 In terms of page audience
- 21. Content Marketing facebook.com/plantaheadph/ • Engaging content for customers to move from awareness to act faster Takeaways: ● Generic posts are good for awareness, but posts targeted towards a specific action (posts of plants available for purchase) is more likely to get them to act.
- 22. Power Shifts to the Connected Customer facebook.com/plantaheadph/ • Individual to social – regular customer post reviews • Invitation of healthy discussions in our blog Takeaways: ● These feedbacks encourage other buyers to trust the brand ● Importance of social opinion and good customer experience ● “Authentic stories from a customers’ point of view”
- 23. Gamification facebook.com/plantaheadph/ • Launched a quick game for all the page-likers. Takeaways: ● Gamification is an effective tool for customer engagement. ● Giveaway post generated highest engagement in any post, with or without paid ads. ● 50+ additional followers on Instagram, 100+ comments on one post
- 24. Human-centric Marketing plus VUCA facebook.com/plantaheadph/ • Creation of a one-minute video highlighting the benefits of plants and gardening in the time of pandemic Takeaway: ● Being able to reach to the audience through emotion
- 25. facebook.com/plantaheadph/ Social Media Marketing: Key Takeaways ● Improved brand awareness ● Cost-effective ● Allows engagement with customers ● Improves brand loyalty ● Healthier customer satisfaction ● Marketplace awareness ● More brand authority
- 26. facebook.com/plantaheadph/ OUTLINE • About Plant Ahead PH • 11 Step Marketing Plan • Digital Tools/Marketing Campaign Used • Facebook • Facebook Ads • ManyChat • Instagram • Instagram Ads • Customer Engagement through Giveaway • Concepts • Social Media Marketing: Key Takeaways
- 27. facebook.com/plantaheadph/ Plant Ahead PH Digital Marketing Plan Bantayan | Go | Naguiat | Tan Ateneo Graduate School of Business