Group Discussion

Theresa Wessels Inga Warrelmann Justine Portelli Lei LiLisa Laschke Stefan Wolfkamp Qing Xu

1. Well-established B2C brand with high brand awareness

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

Website and social presences

• Search Marketing: SEO• Online PR: Brand protection• Online partnership: Sponsorship• Offline communication: Exhibitions, Packaging, PR• Social Media marketing: Viral campaigns

Search MarketingSearch 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

Search Marketing• SearchM

arketing:SEO

Mobile trends• Higher costs for keywords on mobile devices• Higher clicks on mobiles• Desktop clicks decreasing

Search Marketing• SearchM

arketing:SEO

Increasing searches for makeup & beauty (2004-2015)

Online PR• SearchMarketing:SEO

Brand protection– Keep registering patents of make up lines, limited editions, brand

names– Strict ambassador regulation (only Loreal as cosmetic sponsor)

Online partnership

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

Blogger, YouTuber

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

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

2. Established B2C brand with low brand awereness

Prezis’ example

Google Adwords (keyword planner)

KeywordCurrenc

yAvg. 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

What can they do to increase their brand awareness?

What can they do to increase their brand awareness?

3. Dot-com Startup

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

Online partnership• Co-branding

-with other successful online retailers

-to the benefit for bothfirms

Interactive ads• Sponsorships

-in order to attract attention

- improves the image

Online Communication

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

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

Offline Communication

4. Small business aiming to export electric motorbikes

Best mix of promotional techniques (online and offline)

Zero motorcycles

Crafted in the United StatesGrowing and growingElectric motorcycles

Promotional techniques to use for Zero Motorcycles

Online (easiest for small companies)

• Search marketing through pay per click advertisements.

• Social media marketing structurize a social media campaign (winning examples)

• Ads in third party newsletter (other sustainable companies)

• Create social media traffic in exported country.

Promotional techniques to use for Zero Motorcycles

Offline• Sponsorship in exported country (use of

sustainable activity or NGO)• Advertising of the product in exported countries.• Word of mouth cheapest way, but also the

longest way. Focus on customer service.

Google trends

• Similar trend over time (one outlier)

Google trends

• Zero electric motorcycle is rising• For Zero motorcycles maybe too expensive to use in their advertisements.

Keyword selection

Electric motorcycles

Keyword selection

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

Common B2C product (AXA - household insurance)OnlineGoogle 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

Example of Online Advertisement

Common B2C product (AXA - household insurance)OnlineAds 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

6. Specialist B2B product (i.e. medical implant)

Cochlear Implant

• Google, Bing, Yahoo, Microsoft’s MSN, and America Online – SEO

• High general searching terms: cochlear implants, children, auditory implant

• Sample PPC Keywords:

Searching marketing

• Sample SEO keywords

Searching marketing

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

SponsorshipCI manufacturers have sponsored a few forums, including: Cochlear Community (Cochlear) HearPeers (MED-EL) HearingJourney (Advanced Bionics)

Online partnership

Exhibition Cochlear Implant meeting (e.g: The 2nd World Congress on CI in

Emerging Countries: Challenges & Opportunities)

Sponsorship Attending trade shows which can associate with other industry

leaders and prospective buyers. Seek out community exposure

Offline communications

References• http://www.hoovers.com/lc/sales-marketing-education/online-strategies-to-boost-brand-awareness.ht

ml • 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

References• 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/• https://www.theguardian.com/small-business-network/2013/apr/09/export-china-small-business-guidehttp://republic3-0.com/small-business-exports-little-engine-drive-big-growth/

THANKS