Group discussion

1. Group Discussion
Theresa Wessels
Inga Warrelmann
Justine Portelli
Lei Li
Lisa Laschke
Stefan Wolfkamp
Qing Xu

2. 1. Well-established B2C brand with high brand
awareness

3. Understanding needs, wants & challenges from
current customers helps connecting with new
customers faster and easier.
• Finding new opportunities, which help to
represent the company as valuable as possible.
Basis strategy

4. Website and social presences
• Search Marketing: SEO
• Online PR: Brand protection
• Online partnership: Sponsorship
• Offline communication: Exhibitions, Packaging, PR
• Social Media marketing: Viral campaigns

5. Search Marketing
Search Engine Optimisation
• Individual keyword management for desktop, tablet, mobile
• General beauty terms have high monthly searches
– E.g. hair color or make up
– Higher Cost-per-Clicks
• Loreal related keywords less CPC‘s

6. Search Marketing
• Sear chMar ket ing: SEO
Mobile trends
• Higher costs for keywords on mobile devices
• Higher clicks on mobiles
• Desktop clicks decreasing

7. Search Marketing
• Sear chMar ket ing: SEO
Increasing searches for makeup & beauty (2004-2015)

8. Online PR
• Sear chMar ket ing: SEO
Brand protection
– Keep registering patents of make up lines, limited editions, brand
names
– Strict ambassador regulation (only Loreal as cosmetic sponsor)

9. Online partnership
• Sponsorship
–Digital Fashion Weeks
–Online TV shows & You Tube clips
–Online magazines
–Online beauty shops
–International and national ambassadors: Celebrities,
Blogger, YouTuber

10. Offline communication
• Exhibitions
– Beauty festivals and conventions (e.g. GlossyCon)
• Packaging
– Limited editions for ambassadors / as part of tombola
– Constantly modifying package design
• PR
– Sustainable development (global warming, no animal experiments, natural
ingredients)
– Diversity
– Research innovation
– Awards: E.g. Top 100 company, Best employer, Best customer service

11. Social Media Marketing
• Viral campaign
– Presenting, applying and recommending new product lines by brand
ambassadors on visual platforms as Instagram, Facebook, YouTube &
Snapchat
• Product introduction
• Product application
• Tutorials
– Presenting company culture / Behind the scenes
• Diversity
– Usage of hashtags

12. 2. Established B2C brand with low brand awereness
Prezis’ example

13. Google Adwords (keyword planner)
Keyword
Currenc
y
Avg. Monthly
Searches
(exact match only)
Competitio
n
Suggested
bid
prezi EUR 1M – 10M 0.08 0.07
presentation EUR 100K – 1M 0.03 0.65
oral
presentation
EUR 1K – 10K 0.02 0.07
online
presentation
EUR 1K – 10K 0.30 2.00
presentation
tools
EUR 1K – 10K 0.26 1.70
free
presentation
EUR 100 – 1K 0.20 0.72

14. What can they do to increase their brand
awareness?

15. What can they do to increase their brand
awareness?

16. 3. Dot-com Startup

17. Search marketing
• Search Engine Optimazation
-to improve the traffic on
the Online - Shops
Online PR
• Brand protection
-protect the brand itself and
ist customers from illegal sales on
the platform
Online Communication

18. Online partnership
• Co-branding
-with other successful
online retailers
-to the benefit for both
firms
Interactive ads
• Sponsorships
- in order to attract
attention
- improves the image
Online Communication

19. Opt-in-e-mail
• House list emails
- to generate best E-Mail
Marketing results
- to reach a high amount of
potential customer
Social Media Marketing
• Customer Feedback
- to improve customer
oriented businesses
- higher customer
satisfaction
Online Communication

20. Direct mail
• Improves Customer Loyalty
• Customized
• Customer pays more attention to Mails
• Customer stay updated about news and changes
Offline Communication

21. 5. Common B2C product (AXA - household insurance)
Offline
• Direct mail:
• Company can update customers regularly about offers
• Customers can be chosen regarding: income, location
• Custom tailored offerings for insurance service
• E.g. postcards, newsletter, Christmas cards
• Word-of-mouth (actively influenced by AXA)
• Press release about new insurance services in local newspapers
• Discounts for specific customer groups or quantity discount
• Special events and get-together´s for loyal customer for network purposes
• Getting more referrals for insurance agents by keeping in touch with clients

22. Common B2C product (AXA - household insurance)
Online
Google AdWords – SEO
• Examples of keywords + costs (suggested bid):
• AXA house insurance – 3.28€ - medium competition
• AXA insurance – 0.75€ - low competition
• Homeowners insurance – 42.76€ - high competition
• Insurance – 9.58€ - medium competition
• Contents insurance – 11.37€ - high competition
• Homeowner insurance quote – 42.71€ - high competition
• Homeowners insurance – 42.76€ - high competition
Create house list e-mails
• Through subscriptions in exchange for a deal (e.g. free consultation)
• Sending insurance e-newsletter which helps to track who opened the email,
what they clicked on

23. Example of Online Advertisement

24. Common B2C product (AXA - household insurance)
Online
Ads in third party e-newsletter
• E.g. house building companies, real estate agents
Managing social presence
• Promoting the brand AXA
• Use for social selling purpose of insurances
• Understanding how they can adapt to their increasing customer base
Customer feedback
• Independent company that contacts costumers to get customer reviews
Sponsorship
• Sponsoring of data driven company to improve business process and better serve
customers (e.g. ensure better household safety)
Insurance landing pages for focused household insurance services
• Increase online lead generation

25. 6. Specialist B2B product (i.e. medical implant)
Cochlear Implant

26. • Google, Bing, Yahoo, Microsoft’s MSN, and America Online – SEO
• High general searching terms: cochlear implants, children, auditory
implant
• Sample PPC Keywords:
Searching marketing

27. • Sample SEO keywords
Searching marketing

28. Social media sources: Facebook, Twitter, YouTube,
blogs and online forums.
Audience participation:
(⑴)68% of CI users participanted in Facebook groups for general
information/support.
(⑵)Using forum which contained approximately 9500 topics with 12700
posts.
(⑶) CI users shared personal stories through Twitter, YouTube and blogs.
Social media marketing

29. Sponsorship
CI manufacturers have sponsored a few forums,
including:
- Cochlear Community (Cochlear)
- HearPeers (MED-EL)
- HearingJourney (Advanced Bionics)
Online partnership

30. Exhibition
- Cochlear Implant meeting (e.g: The 2nd World Congress on CI in
Emerging Countries: Challenges & Opportunities)
Sponsoship
- Attending trade shows which can associate with other industry
leaders and prospective buyers.
- Seek out community exposure
Offline communications

31. References
• http://www.hoovers.com/lc/sales-marketing-education/online-strategies-to-boost-brand-awareness.html
• http://www.marketing-schools.org/types-of-marketing/offline-marketing.html
• https://evolvedesign.ie/business-strategy/what-are-the-offline-marketing-techniques-and-strategies-that-still-work/#
• https://www.surveymonkey.com/mp/audience/insights/case-study/prezi/
• https://adwords.google.com/ko/KeywordPlanner
• http://www.businessdictionary.com/definition/direct-mail.html
• http://www.designyourway.net/blog/misc/20-offline-marketing-ideas-that-work/
• https://adwords.google.com/ko/KeywordPlanner/Home?__c=9779247859&__u=6835920534&authuser=0&__o=cues#sea
rch
• http://marketingland.com/axa-cmo-says-social-media-is-best-way-to-identify-customer-pinpoints-138792
• https://us.axa.com/news/2016/data-driven-sponsorship.html
• http://www.insurancesplash.com/insurance-marketing-ideas.html
https://www.ispionage.com/Competitive_Intelligence_directory/c/16/cochlear_com_636F63686C6561722E636F6D
• https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4487612/
• http://www.cochlear.com/wps/wcm/connect/nl/for-professionals
• https://cochlearimplanthelp.com/
• http://www.designyourway.net/blog/misc/20-offline-marketing-ideas-that-work/

32. THANKS