digital marketing plan for the launch of the online bidding company Pujalista.com

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Digital marketing Plan for Pujalista.com

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  • Budget: 30.000 k euros
  • digital marketing plan for the launch of the online bidding company Pujalista.com

    1. 1. Group E
    2. 2. Does everyone have their phone ON? Please Tweet and update Facebook Hashtag #Pujalista_GroupE
    3. 3. Agenda The Context Market Demographics and Segmentation Positioning Marketing Objectives Product, Price and Place Promotion: A Blended Marketing Plan Critical aspects: Loyalty and Trust Financial Budget and Prospects
    4. 4. Online Gambling Online Auction 250 websites €400 million sales in 2010 4 million single visitors monthly Cent Bidding The Market
    5. 5. The Business CENT BIDDING “in part a shopping experience, in part online gambling” 1/30/2015 5
    6. 6. Some Competitors “With nearly 150 websites dedicated to penny sales dotting the Internet … the landscape is ripe for growth.” The Denver Post 25/01/10
    7. 7. 18 countries, 14 different languages Offices in New York, Perth and Malta Pujas at € 0.50 each Bidding time as short as 15 sec Product categories, but no clear star products Poor ranking on Search Engines Competitors 1/30/2015 7
    8. 8. Spain’s Online Demographics Percentage Number Total population Online 62.20% 29,094,000 E-commerce users 17.40% 8,138,836 Men Women 55% 45% Gender 14-19 20-24 25-34 35-44 45-54 55-64 65 and above 10.80% 10.40% 26.70% 23.70% 14.90% 8.10% 5.40% Age Souce: Instituto Nacional de Estadistica, October 2011
    9. 9. Age distribution Percentage Total Online Involved in E-Commerce Males Females 14-19 10.80% 3,142,152 878,994 483,447 395,547 20-24 10.40% 3,025,776 846,439 465,541 380,898 25-34 26.70% 7,768,098 2,173,069 1,195,188 977,881 35-44 23.70% 6,895,278 1,928,904 1,060,897 868,007 45-54 14.90% 4,335,006 1,212,687 666,978 545,709 55-64 8.10% 2,356,614 659,246 362,585 296,661 65 and above 5.40% 1,571,076 439,497 241,723 197,774 Souce: Instituto Nacional de Estadistica, October 2011 Total from the 3 segments 18.998.382 5.314.660 2.923.063 2.391.597 Spain’s Online Demographics
    10. 10. Segmentation & Targeting Women between 25-45 & Men between 18-35 are the most attractive segment for Pujalista’s positioning! Lots of free time, Willing to try new products, Seek new time productive alternatives. Function as influencers of the broader market. Social Active: Social media, Group activities, Coffee Shops. Impulsiveness & more disposable income suggests less price sensitivity Men 18-35 Women 25-45 Marital Status Single Single/Married Employment Un Employed/Part Time Students Un/employed Purchase Pattern Conservative Impulsive Products Attention Grabbers Standard Offers Preferred products Electronics, Sports Travel &leisure, Fashion Disposable Income 700 Euros 2,000 Euros
    11. 11. For those who seek new opportunities, PujaLista is an online cent bidding platform that can make your dreams come true because it offers you great products at the lowest price, through a safe and fun experience. Positioning
    12. 12. 200.000 unique customers per month € 8 million sales in year 1 Establish Pujalista as the Cent Bidding premier brand in the Spanish Market 75% monthly retention rate Marketing Objectives
    13. 13. Product: the bid 13 Bid “packaging”: price per bid reduces as package size increases 1 A digital, Intangible product 2 3 4 5 Countdown bid time: Accelerates towards reaching the “ceiling” Ceiling price: Lower for higher cost products (e.g. from 20% to 10%) Personalization:  Ability to search by product category / type / brand  “Wish list” – notification system for specific products  Recommendation system according to user history of purchases 10 30 50 € € € € € €
    14. 14. Product: the offered products 1/30/2015 14 The product offerings will be divided into the following categories: “Attention grabber” Standard offers Travel & Leisure Fashion Sports Furniture Consumer electronics STAR PRODUCTS STANDARD PRODUCTS
    15. 15. Market based Pricing Strategy 15 Product price ceiling (% of retail price) Product price (% of retail price) Retail price The ultimate goal is price parity or higher than competitor. The brand equity of the “sister” brands in northern Europe countries suggest that premium price be possible (if trust is established). Prices should be increased gradually, supported by incremental marketing spending 2 Ceiling Bid price No. of bids Bid price 1
    16. 16. Website  The main platform for Pujalista  Products are displayed according to categories Mobile / Tablet Apps  Enables smart-phone / tablet users to access and participate in the auction  Increases the accessibility of the service, raises user engagement and promotes more spontaneous auctioning  Available in news stands  For users concerned in disclosing credit card information online  Available only during the launch phase and to be phased out as Pujalista gains customer trust  Enables Facebook users to to buy bids  News feed  Word-of-mouth within Facebook friends  Helps to build trust Facebook App Place 1/30/2015 16 Pre-paid Bid Cards
    17. 17. 1 2 3 4 5 6 7 8 9 10 11 120 Phase I Phase II Brand Building Social Gaming, Social Media Marketing, Bus-stop billboards Creating Trust Blogs , User Communities on Pujalista’s website , Social Media Interactions Buzz Creation Guerrilla Marketing Viral Marketing Social Gaming Drawing-in Traffic SEO & SEM Rich-media ads QR Codes e-Coupons Mobile advertising Customer Engagement User communities Social Media Marketing Blogs Personalization Social Gaming Customer Retention eCRM E-mail Marketing (pull) SMS Marketing (pull) Personalization Remarketing Social Media Marketing Market Research Active : E-Surveys, E-mail Marketing Passive: VRM Months Promotion: a blended mktg plan
    18. 18.  Viral video based on an offline event during the first month of launch  Uploaded on social media e.g. youtube, facebook and other websites  Offline event: during the championship  Advertise on a maxi screen in Santiago Barnabeu Pujalista  Bid for one ticket of the League with a weekend transfer  Invite people to bid during the break, giving free Pujas to the first 50 activating bluetooth.  Bid allowed through SMS  Record a video with the following message: “Why are people so quiet in a stadium? Another match is keeping them busy…Pujalista, pujas por tu suenos!!”  Put the winner on the maxi screen  Communicate the brand  Create e-buzz (conversational capital)  Build traffic Viral promotion 1/30/2015 18 Objective How
    19. 19.  Local event in Plaza del Sol (Madrid) and Ramblas (Barcelona)  Flash mob  Plus simultaneous bidding  Direct interaction with customers  Create a customer experience and build buzz around the brand (conversational capital) Guerrilla 1/30/2015 19 Objective How http://www.youtube.com/watch?v=VQ3d3KigPQM&feature=player_embedded 1
    20. 20. Bus stop ads: chairs in the shape of chips (pujas) “Street art”: stickers on bins with the slogan: “ Don’t throw your dreams: puja por tu suenos” Guerrilla 2 3 4
    21. 21. Ads on billboards. Redirect users to:  Viral video  Company website  Special offers  Discount coupons Allow metrics of offline marketing tools http://thebizloft.com/content/qr-code-quarkode-profila-gli-utenti/ Guerrilla How5 6
    22. 22. Social media marketing 1/30/2015 22 Facebook Ads on profiles of target segments Ads re-directed to Pujalista with option to import personal information for registration “Get a buddy” campaign Automatic newsfeed updates  Focused campaign  Easy and quick registration  Allow friends from FB to see who joined Pujalista and what items they won (create engagement and trust)  “Invite 10 friends and get 20 free bids” (referral marketing and virality) # CTR # Conversion rate # fans or followers # tweets per minute # re-tweets or comments # subscribers # likes Metrics
    23. 23. Corporate blog 1/30/2015 23  Upcoming events  Product releases  Videos: educational information  Not overly promotional  Polls to engage users (“Which product would you like to see in Pujalista?”)  Winner’s panel  Distribution through Social Media # Visitors # Page views # of inbound links created # of comments # RSS subscribers Metrics Content “A dead blog is worse than no blog”
    24. 24. How E-research 1/30/2015 24 Passive search: VRM  Social media tracking  Website/blog KPI’s  Keywords KPI’s Active search  E- surveys (facebook polls, e-mail surveys)  Give free pujas/ discounts in exchange for surveys Objectives  See who is the customer (target refining)  Check what he wants  Adapt the offer (product tuning)
    25. 25. Most Widely Visited Websites September 2010 (Total Spanish audience, age 6+, Home & work): Total Internet: 23,067,000 unique visitors (100.0 % reach) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Portals Search/Navigation E-mail Multimedia Blogs Downloads Photos Newspapers Sports 100% 92% 73% 71% 65% 58% 55% 55% 54% Top 10 website categories in Spain ranked by unique visitors Source: Instituto Nacional de Estadistica, October 2011
    26. 26. SEO (“free” organic traffic) 1/30/2015 26 On site  URL, titles and meta tags  Content  Landing pages Off site  Press releases  Articles  Interviews  "How-to"s  Posts on forums Objectives  Look good on Google  Look good for the right keywords How  Keyword research  Content creation Where
    27. 27. SEM (paid traffic) 1/30/2015 27  Mostly Google AdWords  Other search engines  AdSense and ad networks Objectives  To get traffic, we can’t get organically  Increase traffic and revenue fast (SEO takes time)  Good SEO lowers cost of ads and improves results How  Keyword research  Need huge lists with long tails  Split testing ads and optimized landing pages Where
    28. 28. SEO and SEM 1/30/2015 28 COST Not expensive As much as possible METRICS Traffic Conversions Organic Ranking Impressions and CTR Conversions ROI SOME TOOLS Market Samurai Senuke Google Analytics Keyword Spy A/B testing Google Analytics SEO SEM
    29. 29. SEO & SEM Competition
    30. 30. 1/30/2015 30 What is it?  Affiliates are paid a percentage  Getting other people to do your jobs  Filling in the blanks Some strategies affiliate marketers use:  Review sites  Tips and strategies  Articles  Classified Ads  Posts on forums  Videos Affiliate Marketing
    31. 31. 1/30/2015 31 Affiliate Marketing Ranking
    32. 32. Affiliate Marketing “How-To”
    33. 33. Visitor Relationship Mgmt 1/30/2015 33 Objective Development of more user-friendly website Converting visitors to customers How  Collect data about navigation patterns of anonymous users  Analyze data to identify visitor preferences  Modify website according to analyzed data  Conversion Rates  Dropout rates Metrics Tools
    34. 34. E- CRM 1/30/2015 34 Objectives  Improve customer satisfaction  Reduce customer-service cost How  Active and passive data collection  Data aggregation  Analysis and implementation  Customer satisfaction ratings  Number of sales per registered user  Sales amount per registered user Metrics Tools  Personalize marketing messages  Enable mass customization
    35. 35. Email & SMS  Helps in personalization by linking it to e- CRM  Keeps the user connected to Pujalista  Helps in customer retention   Click Through Rates  Bounce Rate  List size  New Subscriptions MetricsObjectives
    36. 36. Online Configurators 1/30/2015 36 Objective To improve user-experience To collect data about user preferences How  Customer satisfaction ratings  Number of sales per registered user  Customer interaction and feedback  Customer satisfaction ratings  Number of sales per registered user  Sales amount per registered user Metrics Tools
    37. 37. User Community on Website  Builds trust  Engages customers  Creates brand ambassadors  Number of active users  Number of unique registered users/Number of visitors  Number of posts Create your Pujalista profile Find out who else is bidding. Check out their “Pujalista profiles”!!! Chat with fellow bidders! MetricsObjectives
    38. 38. Social Gaming  Engages target customers  Creates conversational capital  Brings user traffic Objectives Metrics Example  Virtual Treasure Hunt  Multiplayer Facebook Game  Winning Prize – 100 Pujas  Number of unique users  Conversion Rate  Number of game invitations sent
    39. 39. Mobile Advertising  Builds Brand  Brings User Traffic  Click Through Rate  Conversion Rate MetricsObjectives ”In-app ads perform 11.4 times better than standard banner ads, which means they are almost as effective as search.” - Appsavvy Sold for €50! Buy Bids Bid Now Live Bids!
    40. 40. Building Trust 1/30/2015 40  Offline sale of Pujas  News stands  Tobaccos  Secured online payments  PayPal  Verified by VISA  Blog and internal communities  Referral marketing  Real people posting comments  Tutorial  How does the bid work?  Facebook campaign/app  Referrals  Notification when people purchase bids
    41. 41. How to Retain Customers Loyalty 1/30/2015 41  Personalization of the web page (profile, interests, customized notification)  Create a wish list and notify people when the new products will be introduced  Provide discounted pujas after a certain number of bids  Give free bids to the lowest performers  Enroll people to a loyalty program giving the members certain personalised customer services like a small gift on their birthdays or points for every 500 bids they buy which they can en-cash in a store  “Tricks and tips for a perfect bidder” tutorial
    42. 42. Digital Marketing Plan PERSONALIZATION ● Online Configurators ● Wishlists ● Customized notifications PREDICTIVE MODELLING ● VRM ● E - surveys PARTICIPATION ● User networks on Pujalista’s website ● Company blog ● Facebook community pages ● Wishlists ● Social gaming ● Mobile marketing ● QR codes ●Viral video PEER-TO-PEER ● User networks on Pujalista’s website ● Company blog ● Viral video ● Facebook community pages/ app DIGITAL MARKETING PLAN
    43. 43. Budget TOOL COST Viral Promotion 20,000 Guerrilla Marketing 80,000 Social Media Marketing 20,000 Corporate Blog / User communities 30,000 E-research 5,000 SEO / SEM 100,000 Affiliate Marketing 20% of Sales VRM 5,000 e-CRM 10,000 Online configurator 15,000 Social gaming 30,000 Mobile advertising 10,000 E-mail / SMS 25,000 Total 362,000
    44. 44. Thank You

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