Direct Marketing - Top Dog


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A whole Direct Marketing Campaign for Top Dog Salon, in Mumbai. As part of a TYBMM project in KC College.

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Direct Marketing - Top Dog

  1. 1. DIRECT MARKETING Top Dog Salon
  2. 2. Introduction <ul><li>Started in 2006, by Ms.Cookkie Khanna. </li></ul><ul><li>She is a certified groomer from the New York School of Dog Grooming. </li></ul><ul><li>Is 1 of only 2 certified dog salons in Mumbai. </li></ul><ul><li>Have never believed in traditional forms of advertising. Only word-of-mouth. </li></ul><ul><li>Have been extensively featured on television and print media. </li></ul>
  3. 3. Who do they cater to <ul><li>Target Group : SEC A-SEC D </li></ul><ul><li>Services offered range from: </li></ul><ul><li>Rs. 2000 – Rs.200 </li></ul><ul><li>Give free treatments to stray dogs, and have tie-ups with the Welfare for Stray Dog’s Association (W.S.D) </li></ul>
  4. 4. The Strategy then... <ul><li>Acquire present clientele database. </li></ul><ul><li>Acquire future clientele database, from veterinarians in South Bombay. </li></ul><ul><li>Launch first ever Top Dog Website, located at </li></ul><ul><li>Create sponsored search results for specific terms on Google. </li></ul><ul><li>Display banner ads using AdSense on websites/blogs that specifically deal with dogs and issues to do with dogs. </li></ul>
  5. 5. The Strategy then... <ul><li>Display banner ads on Yahoo Answers pages, that specifically deal with dogs and dog grooming. </li></ul><ul><li>Release first viral video online, and spread awareness about it by posting on dog lovers blogs, and Facebook communities, database for which will be acquired from Technorati and Indianpad. </li></ul><ul><li>Create brochures to be given out at the store and in parks in South Bombay. </li></ul><ul><li>Design a Top Dog hamper to be given out to future clientele and Welfare for Stray Dogs Association patrons. </li></ul>
  6. 6. The Strategy then... <ul><li>Launch an SMS campaign based on a tie up with Indiatimes 58888. </li></ul><ul><li>Launch second viral video online and promote it on the Top Dog community and dog lovers communities on Facebook. </li></ul><ul><li>Proceed with SMS contest campaign. Campaign will run for 2 weeks. </li></ul><ul><li>Winners of the campaign receive Top Dog hampers and vouchers. Participants of the campaign receive monthly SMS updates about Top Dog, and other grooming tips. </li></ul>
  7. 7. The LowDOWN <ul><li>Type of Direct Marketing Plan : Standalone </li></ul><ul><li>Campaign Duration : 6 Months </li></ul><ul><li>Total Cost : Rs. 1,52,299.00 </li></ul>
  8. 9. Tools of the trade <ul><li>Brochures </li></ul><ul><li>Website </li></ul><ul><li>Banners, Sponsored Advertising and Contextual Advertising </li></ul><ul><li>Buzz Marketing – Social Media </li></ul><ul><li>Database and Direct Mailer </li></ul><ul><li>SMS </li></ul>
  9. 10. Brochures
  10. 11. WEBSITE
  11. 12. Banners, Sponsored and contextual advertising
  12. 14. Buzz Marketing
  13. 15. DAtaBASE and DIRECT MAILER <ul><li>Lead Selection : 1000 </li></ul><ul><li>Lead Generation : 200 </li></ul><ul><li>Database to be used to send Direct Mailers, and other matter relating to Top Dog. </li></ul>
  14. 16. SMS CAMPAIGN
  15. 17. Q N A It’s way cooler than DNA…