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Transcript of Talwalkars_DigitalMktng
TALWALKARS DIGITAL MARKETING STRATEGY
2
Background
1. Impact Target Areas For The Promotion
2. TG Segments & Searching Attributes
3. Online Visibility Landscape For Health and fitness
4. Online Visibility Landscape For Talwalkars
5. Proposed Digital Marketing Services & Rationale
6. Intervention – ODA (Online Display Advertising)
7. Intervention – MMT (Mobile Marketing)
8. Intervention – EMT (E-mail Marketing)
9. Intervention – BLG (Blogging/Article Writing)
10. Intervention – MSD (Microsite Development)
11. Value Of A Relationship With Webisdom
3
a. Create awareness of the upcoming property within TG
b. Create a brand buzz
c. Drive guest traffic to the physical + virtual addresses of the same.
d. Create a strong dormant interest in TG for the property
e. Deepen brand involvement across all TG segments
Core objectives
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1. Webisdom Management Services Pvt. Ltd. (“Webisdom”), being
suitably qualified, is proposing via this document, an outline of a
digital marketing strategy to meet the objectives as stated.
2. Webisdom’s competency for this project accrues from the
following:-
a. Domain know-how: Fitness First(in fitness) is prominent amongst our clients, giving us adequate domain grip.
b. Demonstrable Capability: We have, for example, consistently kept clients like Ferns & Petals, IFB Appliances and Domino’s Pizza, Le meridian, Make my trip, yatra.com, Delhi Police on top in natural search rankings since over 02 years now!
c. Strong Credentials of Founders: Webisdom has been founded by IIM-A alumni who have strong experience in digital marketing along with rich cross-industry expertise [detailed further in this document]
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
A Promotion strategy needs to address following components:-
TG-SEGMENTATION – profiling by demographics, preferences, lifestyle, locus & expected income brackets
BRAND – online & offline visibility, perception, awareness, hype, recall & value
CUSTOMER BASE – continuous augmentation qualitatively & quantitatively
CUSTOMER ENGAGEMENT – breadth & depth
MARKETING PERFORMANCE – optimization & agility
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
8
1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
9
Global search volume for the single month of Dec, 2010 on:-
“club” “fitness” “clubs” “gym” “gyms” “fitness first” “gold’s gym” “health and fitness” “fitness club”
124,000,00016,600,000
74,80,00091,40,00010,00,000
8,23,0005,50,0003,68,0003,01,000
Direct threat from competition brand!
Direct threat from competition brand!
Above is as per Google Adwords analytical tool which tracks search volume (volume is across desktop, laptop and mobile phones)
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
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Global search volume for the single month of Dec, 2010 on:-
“Talwalkars ” “Talwalkar gyms” “Talwalkars Bangalore” “Talwalkars Delhi” “Talwalkars gym Mumbai” “Talwalkars gym fees
“Talwalkars membership” “www.talwalkars.net” “Talwalkars india”
1810036001000
210210140140140
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Very low search volume, especially when compared to competition
brand!
Very low search volume, especially when compared to competition
brand!
Above is as per Google Adwords analytical tool which tracks search volume (volume is across desktop, laptop and mobile phones)
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The Challenge Of Eventually Garnering Keywords Directly On The Brand(s) And With Volumes
“club” “fitness” “clubs” “gym” “gyms” “fitness first” “gold’s gym” “health and fitness” “fitness club”
124,000,00016,600,000
74,80,00091,40,00010,00,000
8,23,0005,50,0003,68,0003,01,000
“Talwalkars ” “Talwalkar gyms” “Talwalkars Bangalore” “Talwalkars Delhi” “Talwalkars gym Mumbai” “Talwalkars gym fees “Talwalkars membership” “www.talwalkars.net” “Talwalkars India”
1810036001000
210210140140140
73
Above keywords have negligible search volumes currently! Idea is to evolve from here to volumes comparable to L.H.S.
Above keywords have negligible search volumes currently! Idea is to evolve from here to volumes comparable to L.H.S.
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
SEM (SEO will be ongoing)
ODA, EMT & MMT
SEM & BLG
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VISIBILITY
BUZZ/HYPE
RESPONSE
Webisdom®, being a full-fledged digital marketing agency, has expertise in all of above
Very substantial potential for industry & brand related searches
53% of active internet audience respond to an online advert!
Social media has overtaken e-mail to be the # 2 activity (after search) today
Nearly 90% of active internet audience checks e-mail daily!
Within the already defined TG, mobile penetration is >100%
Article writing & blogging influence psychologically, opinion & response
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SEM
ODA
SMM
EMT
MMT
BLG
Each of the already defined TG segments have substantial internet + mobile exposures almost daily!Source: eMarketer & Google
Nearly 84% of internet activity is search, where Google dominates
Impactful ODA across banners, adverts & video creates a “wow!” aura
Marketing communication sent in social context have enormous impact
Personalized and content flexible, they are effective communication tools
With advent of MMS, EMS, WAP & 3G, along with SMS, hype gets created
Trustworthy blogging easily translates to brand confidence due to perception influence
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Each of the already defined TG segments have substantial internet + mobile exposures almost daily!
SEM
ODA
SMM
EMT
MMT
BLG
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
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Keyword research
Code post-mortem
Re-code
Continuous improvization
i. Identify keywords that relate to Talwalkars LoB – by services, products, by technologies used, by benefit accrued.
ii. Line-by-line scrutiny of entire website code to identify specific lines for re-coding for keyword compatibility
iii. Re-coding in HTML & server communication control using Ajax protocols.
iv. Constant monitoring to identify new relevant keywords or/and change in relevancy of earlier keyword(s)
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Acti
vitie
s
Week 1
SEM Setup
Sustenance Budgeting: Planning the budget for the campaign
KPI Formulation: Maximizing average time on site or pages per visit and minimizing bounce rate (drop-outs) would be key goals
Keyword Generation: Generate a comprehensive keyword list and dividing the list into ad groups & campaigns
Augment keyword list
Re-code website script
Continuous improvization
Campaign Budgeting
Week 2 Week 3 Week 4 onwards…
Search engine accounts on Google® and Yahoo® would be owned by Talwalkars and would be fully transparent
Webisdom® would act like Talwalkars’ internal online marketing team sitting outside
Implementation Road Map
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Why You May Want To Choose Webisdom For SEM For Talwalkars ? [contd.]
Google® is the # 1 search engine in the world far surpassing Yahoo® and Bing in proliferation of use.
In-house certified SEM Professionals
Extensive TG-focused Keyword
Research
Region-specific, multi-topic research
ExpertiseEfficiencyQuicker TATEfficacy
AlignmentRelevancyResponseBrand-impact
Promotion relevanceNon-brand keywordsBetter cohesivenessDent on competition
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
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Customizable target group selection Customer education Inducing trials
Brand buzz Brand awareness & recall Visitor loyalty
INTE
RNAL
EXTENAL
VIRTUAL PROPERTIES
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Insertion of high-impact display signage on relevant internet properties
Developing a tactical insertion program as per requirements & property’s attributes
Ensuring continuous and in-depth analysis
Executing continuous improvement/redefinition
Banners
Pop-ups Flash™-based content
Balloons
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Highest level interest: Websites frequented by the TG with highest level of interest in the product
Middle level interest: Websites expressing moderate interest in the product
Low level interest: Websites expressing low level interest in the product
Historical data: Websites which are frequented by the TG and are generic in nature
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2
3
4
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Fifa Cricinfo F1
TimesofindiaNytimesForbes
Flipkart Yahoo Hdfcbank
LOW
INVESTMENT
OPTIONS
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Myspace iTunes Rbs
IndiainfolineNasscomCitibank
Bseindia Americanexpress Secondlife
MEDIUM
INVESTMENT
OPTIONS
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Techshout Makemytrip Tripadvisor
IxigoMapsofindiaCitibank
Bseindia Travelmasti Incredibleindia
HIGH
INVESTMENT
OPTIONS
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ILLUSTRATION ONLY
Talwalkars
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ILLUSTRATION ONLY
Talwalkars
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ILLUSTRATION ONLY
The Talwalkars Group proudly presents Mumbai’s best and newest address in world-class leisure Health & Fitness…PRESENTING SOFITEL… THE BEST Health & Fitness ADDRESS SINCE SOME TIME IN BANDRA KURLA, MUMBAI!!!
Talwalkars
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If it’s Mumbai, is there something exciting you may
have not yet looked at?!!
ILLUSTRATION ONLY
Talwalkars
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Experience
Talwalkars
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Reaching the Customers
Measuring and Optimizing
Continuous Improvement
Maximizing Average Time on Site
Maximizing Pages per Visit
Minimizing Bounce Rate
Daily Feedback
To optimally correct and allocate media budget for one/various
campaigns
Short Messaging Service Multimedia Messaging Enhanced Media Messaging Customizable to geography (up
to city-level), TG-attribute(s) and of course, the content
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Talwalkarsding to the 40/40/20 rule, on an
average, a direct marketing campaign’s likelihood of success
is determined 40% by the offer, 40% by the
list or target it reaches and 20% by
the creative approach employed.
35
1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. intervention – EMT (E-mail Marketing)
12. Intervention – BLG (Blogging/Article Writing)
13. Intervention – MSD (Microsite Development)
14. Value Of A Relationship With Webisdom
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• SMSi) Membership alertsii) Promotion alertsiii) M-coupons/vouchersiv) Promotion alerts
• EMSi) Multimedia content on property, amenities, promotions, etc.
• MMSi) Video feeds via Facebook embeds – in real time of group Company and international properties
• APPSi) Bespoke applications (downloadable) – map tool, availability finder and m-check-inii) Mobile Facebook & Mobile Twitter
Define databases & relations
Receive content
Set CMS parameters
Format content
Dispatch content
Accumulate responses
Respond
Collate, summarize & report
Reliable Database To Reach Everyone
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Health & Fitness is now redefined with tall coming up at Talwalkars Mumbai!!! Enjoy a whole new world of good times. Avail 10% discount on First booking. For More details logon to www.talwalkars.net
SMS +
WAP
www.talwalkars.net
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing )
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
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Launch details Advance Club-memberships Service offerings information Promotion schemes Surveys & opinions Contest participation Newsbytes Alliances
Value the customer/prospect Thoroughly professional
approach Deliver value Be engaging Dare to be different Treat it as a complimentary to
the offline effort
Since a good quality TG segment-specific database is plausibly very difficult to acquire, content dispatch will be randomized in order to cover entire spectrum of TG
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Source: EROI Inc.®
Reliable Database To Reach Everyone
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Define databases & relations
Receive content
Set CMS parameters
Format content
Dispatch content
Accumulate responses
Respond
Collate, summarize & report
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ILLUSTRATION ONLY
44
1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
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What Can Webisdom Do For Talwalkars?
Create high-impact but succinct articles highlighting lineage with Talwalkars and worldwide business
Respond to counter-blogs to transmutation negativity (if arising) and reinforce brand positivity
Proliferate blogosphere across platforms with positive comments on launch of Talwalkars and it’s overall impact on – economy, health & Fitness industry & state of infrastructure
Create personal blog pages of key management – especially, marketing & sales
Institute a TBB Award (Talwalkars Blog Award) for best articles contributed by TG
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What Can Webisdom Do For Talwalkars ?
Create high-impact but succinct articles highlighting lineage with Talwalkars and worldwide business
Respond to counter-blogs to transmutate negativity (if arising) and reinforce brand positivity
Proliferate blogosphere across platforms with positive comments on launch of Talwalkars and it’s overall impact on – economy, health & Fitness industry & state of infrastructure
Create personal blog pages of key management – especially, marketing & sales
Institute a TBB Award (Talwalkars Blog Award) for best articles contributed by TG
ILLUSTRATION ONLY
47
1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Intervention – MSD (Microsite Development)
13. Value Of A Relationship With Webisdom
48
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Technology
User-interface (UI)
Content
Visibility
Integration
Visual-appeal
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Technology
User-interface (UI)
Coantent
HTML, XML, ASP, Sharepoint™, Flash™, PHP, Apache, CGI Perl, Web 2.0, interoperable between Vista™ & Leopard™, easy to modify script, scalable
Minimal scroll, simple, friendly, quick-load, uncluttered, interactive, new-tab viewing, easy-to-use-feedback platforms
Very relevant, impactful, up-to-date, data-driven, user-statistics, personalized, tightly integrated, knowledge-bases, dynamic theme-based
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Visibility
Integration
Visual-appeal
SEO-updated, SEM-supported, ODA-integrated, SMM-integrated
With content, visibility, relevant external web properties, corporate website and customer’s personal pages (where applicable)
Very high-impact, tightly aligned with product positioning, theme-based
52
Domain booking
Framework designing
Requirements gathering
Coding
Testing
Beta development
Hosting
Improving & Maintaining
53
Very high visual impact
User-friendly
Deeply interactive
Minimal form-feeds
Excellent multimedia elements
Dynamic content updation
Well integrated with social media properties
Shows membership statistics
Provides in-depth knowledge bases
Alignment with product positioning is very strong
Intuitive feedback mechanism
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Multimedia content on property – infra & amenities
Celebrity feedback/inputs
Knowledge bytes on city-specific information
Highlighting Property’s USPs & corporate lineage
Press releases repository
Downloadable company linkages & info docs
Quick links to SMM pages – Facebook & Twitter
Real-time availability status across all facilities
Promotions blitz capture
Privilege Guest registration
Downloadable brand virtual merchandize
55
1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10. Intervention – EMT (E-mail Marketing)
11. Intervention – BLG (Blogging/Article Writing)
12. Value Of A Relationship With Webisdom
56
A. Quality of Human Interface:-
B. Thought Leadership:-
Category Education Experience Key Role
Delivery Head[shared resource]
MBA from IIM, Ahmedabad
05 yrs. (includes 03 yrs.
International)
Apex point of contact for
escalations; project delivery
Offsite Contact[shared resource]
MBA from IIPM, New Delhi
09 yrs. Client relationship;
project management
Name Education Experience Key Role
Santosh Kumar Sood MBA from IIM, (Ahmedabad)
25 yrs. Strategic Guidance
1. Cohesive engagement2. Knowledge sharing3. Minimal communication
gaps4. High-impact deliverables5. Definite results
1. Cohesive engagement2. Knowledge sharing3. Minimal communication
gaps4. High-impact deliverables5. Definite results
1. Efficient project steering2. Cross-industry learning
leverage
1. Efficient project steering2. Cross-industry learning
leverage
Delivery Team Mix of seasoned content-writing, design, web-analysts and SEO specialists overseen by Delivery Head
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The above are supported by experienced techno-commercial graduate resources from reputed universities
RetailRetail
DurablesDurables
Travel/Health & Fitness
Travel/Health & Fitness
BFSIBFSIBusinessProcessOutsourcing
EducationEducation
MediaMedia
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“ We have been working with Webisdom for more than a year now and with competition in our Industry being fierce, we have always been getting sound advice
from them and they treat our money as their own and are prudent in their spends the ROI’s are more than satisfactory. Here is wishing Team Websidom the best.”
Vice President, FERNS ‘N’ PETALS
"Our association with Webisdom has been a very fruitful journey where the Relationship has been continuously strengthened. Their subject-matter expertise,
quality of execution and rock solid client orientation and thorough ROI-focus makes them stand apart from many I have known. IFB appliances online effort has been
entirely handled by Webisdom has proven to be a tremendous catalyst in the offline. Their team is second to none and we look forward to broadening scope of our
business association with them.”
CFO, IFB APPLIANCES
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Amardeep BajpaiVice President – Marketing
Email: [email protected]: +91 99 101 21485
Neha SharmaChief Business Officer
Email: [email protected]: +91 97 189 36761