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. Result-OrientedMarketing InitiativesROI (ROMI) Proposed by:
- 2. The ROMI Approach Phase 1 – Online & Social Media 1A - Wine Lovers Portal 1B - Social Media Strategy Phase 2 - Mass Media Pitching 2A - Wine Appreciation Competition 2B - Wine & Your Personality Phase 3 – Marketing Mix 3A - Thematic Event 3B - Retail Promotion 3C – Venue Usage
- 3. Objectives of ROMI Approach Build Customer base (retail) Direct Marketing Referral Program Reseller network
- 4. Objectives of ROMI Approach Branding Organisation – A Wine Portal; not a Wine Company Design – Creative, Not Conventional Communication – Publicity, Not advertising
- 5. Objectives of ROMI Approach Marketing Segmentation (Distribution) Fans / Advocator Customers Friendly Competitors
- 8. Wine Blogs
- 10. Wine Pictures
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- 14. Wine Rating
- 16. 15-20 wine events
- 18. 4 regular banner adsContents ……. Conversation …….Community
- 23. Phase 2 - Mass Media Pitching Wine Competition Amateur Professional Types of wine Year of harvest Media Target New Paper My Paper TODAY Razor TV Radio 938 Live Wine & Dine Magazines Party Portal – whoisgoing, mumtazz,
- 24. Phase 2 - Mass Media Pitching Wine & Personality Type
- 25. Phase 2 - Mass Media Pitching The Unique Wine Club Exclusive Wide Wine Selection
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- 27. Phase 3a – Thematic Events Pitch & Wine Preferably 10 Each spend 10 min of pitching Investor Partners Distributors A separate target group is invited Evaluation Matching
- 28. Phase 3a – Thematic Events PechaKecha (chit-chat in Japanese) - Lifestyle Ideally 20 Each spend 6min 40 sec 20 slides per presentation 20 sec per slide Any topic/story OR Wine Group Voting of Best Story Winner gets a bottle!
- 29. Phase 3a – Thematic Events Six in a City / Glasses for Six (social) Compulsory 3 couples (single & available) Matched according to age range wine preference
- 30. Phase 3b – Retail Promotion
- 32. Workshop