ABP Matrimony: Planning the launch

Coming up

I – Logo options II – Roadmap

III – Concept cards IV – Offline – Online executions

V – Exploiting New Media

Logos…

‘coz a logo is worth a 1000 word!

Building the roadmap

Designing a burst campaign

Phase-1 7th May – 6th June

The phase where we are building up towards collecting relevant profile. Nothing will be revealed here.

We will be raising a basic question regarding the age-old practice of verifying the would-be bride or groom.

The objective is to generate curiosity among the TG

Phase-2a. 7th June – 30th June

We are entering the data-collection phase where we would be going to the relevant audience. The objective would be to create a considerable size of database for the launch.

A landing page will only reveal some of the product features and capture the sought after database.

Phase-2b.

1st July onwards The final lap, we would be talking directly to the audience, introducing the platform.

This is where people will have to complete their profile and verification to avail the tangible benefits. At this phase people explore the whole product.

Concept Card options

Phase-1: Teaser

Just as we discussed, this is the phase where we allow our desired audience to taste the tip of the iceberg. The logic?

We all experience such characters who act as Conscience when it comes to a marriage. They give us reminders on why verification is important in case of a marriage.

Offline executions: Tracking the key areas

Radio Call Centre Data acquisition

Activations: Saree shop

Jewellery shop Marriage halls

CCD

Offline teaser communication in a saree shop

Offline teaser communication in a jewellery shop

Offline teaser communication in a saree shop

Doodle book in CCD Image representative sample.

Online executions

Social Media innovation Digital media innovation

Emailer (provided we are given a proper database)

facebook ad

facebook ad

Roadblock on ABP-network websites

Roadblock on ABP-network websites

Countdown creative: FB cover

Countdown creative: FB cover

Entering the database-collection phase

Phase-2a.

The second phase is where we are really giving a taste of the blood. We shall prepare to go on assault mode from this point.

Slow but steady movements across both the worlds is what we are aiming at.

We have thus divided it into two distinct phases: 2a and 2b.

Offline executions

Press OOH

Radio PR

Serial integration Call Centre Data acquisition

Direct Activation (Restaurant, Saree Shop, Jewellery shop, Marriage Halls, Astrology centre, Caterer, Salon)

This phase sees the revelation of the platform and wi-fi marketing for a special push.

This phase sees the revelation of the platform and wi-fi marketing for a special

push.

PR plan

Outlet Topic

Patrika Love in arranged marriage

Patrika Expert + Celeb speak on Arranged marriage and expectations

Bishoy Ashoy Plan right before your marriage

Robibasoriyo Biyer Ekal-Shekal

Hawabodol Honeymoon Chorcha

All the stories in ABP would be presented by Vivah. It would be an advertorial / native ad format in its approach.

Serial integration

We consider TV serials as a strong vehicle while reaching out to the potential TG.

We will target the following: Bodhuboron – Star Jalsha

Jani Dekha Hobe – Star Jalsha Rashi – Zee TV

Rai Kishori – Zee TV Hoito Tomari Jonyo – Etv Bangla

Modus:

a. We will collaborate at the script-level regarding the product. b. The 1st ad at the break will be blocked for our matrimony service.

The popular face of the serial would be used to talk about the service. c. The same stars can be taken to the ROB towns for a further push of the product, once we have seen

the initial reaction post-launch.

Online executions

Landing page SEO PPC GDN

Social media innovation Digital media innovation

E mail YouTube

Re targeting PR

E commerce tie up day to day conversation

A visual execution of the landing page

Keyword research: SEO & PPC purpose

Keyword / Key-phrase Monthly Search Volume Competition shaadi 246000 low

matrimony 60500 high

bengali matrimony 49500 low

matrimony sites 12100 high

best matrimony sites in india 50 high

indian matrimony sites 800 high

matrimony profiles 90 high

trusted matrimony sites 00 no competition

authentic matrimony sites 00 no competition

The above table showcases the fact that keywords with low MSV and high competition are the exact keywords for which we would be fighting for.

The keywords with high MSV and low comp will be used for both general SEO and PPC campaigns.

Keyword segmentation

Basic SEO including article marketing & PR marketing: Keywords to be used –

a. shaadi b. matrimony

c. best matrimony sites d. bengali matrimony

PPC:

Keywords to be used: a. best matrimony sites in india

b. indian matrimony sites c. matrimony

d. authentic matrimony sites e. trusted matrimony sites

In addition to these, the basic SEO keywords would be used for support.

Negative keywords

There are people who tend to use matrimony service platforms for hook-ups and dating. Words such as cupid, date, dating etc. are used for searching these sites. Also, matrimony players use these keywords to draw traffic to their sites.

We will take extra measure in using the negative keywords to safely filter out these traffic, which

are irrelevant and not needed.

This will in turn, save cost from the brand’s POV by reducing unnecessary clicks and impressions.

GDN

We would be treading a measured path when it comes to GDN. We would be running ads of the following sizes:

728x90, 300x250, 336x280, 468x60, 300x600, 120x300, 160x300, 250x250

Out of all these sizes, the first 3 are the best-serving ads. However, since all websites do not offer the same real-estate, we will use so many options in

order to capture maximum eyeballs.

We will also be using native ads but in a restrained fashion.

Creative will change as per the phase.

Digital & Social Media innovations

Digital media innovations like GDN, roadblocks et al. will be kept in tact. The visual communication will change accordingly.

On FB, targeted ads will continue to run as scheduled.

We intend to continue the profile opening process till the full site is open in front of the users.

Fuelling-up complete: Time for launch

Phase-2b.

The last and final lap of the race, we will go full throttle from this point onwards. First up, we launch the TVC.

C:/Users/Sankha/Desktop/VTS_01_1.VOB

Offline executions

Apart from the TVC, we will start rolling out the revised visual communications with a changed CTA.

Online executions

Website Landing page

SEO PPC GDN

Social innovation Online innovation

E-mail YouTube

Re-targeting PR

E-commerce tie up

PR plan

Outlet Topic

Dokkhiner Korcha Ghotok na Matrimony?

Uttorer Korcha Haatey Pnaji na Haatey Mouse?

t2 Designer wedding concepts

Sananda Table manners

Prostuti Love naki Arranged marriage? Gen Y’er mukhe

All the stories in ABP would be presented by Vivah. It would be an advertorial / native ad format in its approach.

Utilising Branded-Content at this point of time

Ideas

1. An audio drama with Radio Mirchi / BIG FM as the partner radio station.

With audio-drama content consumption on a rise, people are open to good content with good production.

We propose an audio-drama where a journey of two individuals will be portrayed.

The language / context / tone of the entire series would be in the tune of a Chetan Bhagat book, young, vibrant yet appealing.

Ideas

2. Marriage-songs + a married Celebrity + a listener + phone-in options = XXXXXX

The show proposes to play only marriage songs, centre around the theme of marriage, share tips, tricks and trivia on marriage, gossip with the married celeb and also take in phone calls from audience

across the state.

The ideal partner would again be Mirchi or BIG FM.

Ideas

3. Instagram and Bengali marriages: time to combine both

We intend to get an Instagram influencer on board, collaborate with him / her and document the color-sight-sound of Bengali

marriages.

Example below.

Ideas

4. Bachelor / Bachelorette of the month

This idea proposed the fact that we cover the back story of 1 male and 1 female portfolio every month and share their journey till date.

These back stories will provide an additional glimpse into their lives,

thus allowing the viewers to know them better.

Ideas

5. Branded Tattwo

A tattwo is the first token of gratitude from the groom’s house to the bride’s house.

ABP can easily join this brand-wagon and prominently reach out to the

desired audience with their intended message.

Ideas

6. Last, but not the least, Celebrity wedding-crashers.

Nothing works like some star gazing works.

We can always do a celebrity Bashor ghor where we can further explore and exploit the TV serial tie-up format.