1.
THE PROPOSAL

2.
who are we? THE EMPTY
COFFEE CUPS.
Nicole Gonzales
Bachelor of Commerce
(Marketing and Management)
Kate Gilchrist
Bachelor of Commerce
(Marketing and Management)
Li Ting Chen
Bachelor of Commerce
(Accounting and Finance)
Amanda Tan
Bachelor of Commerce
(Finance and Marketing)
Celine Xin
Master of Management
(Finance)

3.
one
two
three
situation analysis
our interpretation of the task
proposed strategy
four measurement and success

4.
the situation
 89% of customers get frustrated because they need to repeat
their issues to multiple representatives
 According to consumers, customer service agents failed to
answer their questions 50% of the time
 90% of customers say they have had poor experience seeking
customer support on mobile
 70% of the time, a decision to a customer query is made
before the customer even contacts the company
 AUS: Locals spent 143 years waiting in vain to speak to
Centrelink in 2013-2014 and eventually hang up
 US: 45% of consumers will abandon an online transaction if
their questions or concerns are not addressed quickly
CUSTOMER
SATISFACTION
& EXPERIENCE

5.
the situation
 51% of customers prefer to have self-service options
available on a company’s website
 50% of customers think it’s important to solve product or
service issues themselves
CUSTOMER
EXPECTATIONS

6.
What is elevio?
24/7 helpdesk Multi-channel helper Watchful patrol guard
Easy, quick and
convenient
Budgeting for
customer service?
Hell no!
Say goodbye to
multiple tabs
So… what does this mean?

7.
elevio is the future
By 2020 a customer will manage 85% of the relationship with
an enterprise without interacting with a human (Gartner, 2011)

8.
what you said
IDENTIFY
REACH
ENGAGE
refine and find key industries and people to target
where and how do we target them?
what mediums and channels are most effective?

9.
target audience
Tech Telco Networks
Logistics
Hospitality
+ Events

10.
target audience
B2B Decision-Makers
(CIO, CFO, Senior Managers)
Influencers
(Analysts, Media, Company Researchers)
Industries
(Hospitality, Telco Networks, Logistics, Tech)
SMEs/Large Enterprises
US/UK/AUS

11.
case study #1: OPTUS
As shown in the chart, Optus
consistently holds the crown
as Australia's most complained
about telco.
Their solution: "To address these
issues, we are increasing our in-
field technicians and customer
service staff, and ensuring we
educate our front line and
customers on their mobile
usage.”

12.
case study #2: DHL
Problems:
• Difficult for customers to
differentiate similar services
• Staff doesn’t know how to solve
issues and keep passing the
issue back and forth to one
another
Solution:
• Elevio’s visualizer can be used
to explain the features of the
services provided
• Staff can find answers in
internal systems for customers
faster with elevio’s help

13.
our marketing objectives
This then leads to:
 Increase in revenue
 Increase in customers
• Loyalty and advocacy
• Increase engagement rates (social media)
• Increase lead generation (website, direct marketing)
• Amplify brand awareness and reach

14.
overview of our plan
Short/mid term action plan:
• Increase engagement with SME’s
• Raise awareness and gain as much exposure as possible
• Establish the brand identity and position within its field online and offline
• Begin expanding to medium to large corporations
• Attract more customers on the highest plan, or convert current plans to highest plans
• Brand and industry establishment in the global arena
Short term plan then feeds into/facilitates long term plan:

15.
overall key message
SMEs: Grow your business by offering great
customer experience, minus the stress.
#1
#2
Large Enterprises: Make a customer, not a
sale.

16.
timelinePERIOD1
GROWTH (SMEs)
SOCIAL
MEDIA
• Increase engagement
• Establish the situation of customer experience
RESEARCH • Inserting ourselves in the conversation
DIRECT
MARKETING
• Building our network
period 1 period 2 period 3

17.
timeline period 1 period 2 period 3
PERIOD2
TRANSITION (SMEs and Large Enterprises)
SOCIAL
MEDIA
• Maintain interest of SMEs, start engaging large
enterprises
• LinkedIn Sponsored Content
• Hop on a trend to stay relevant
RESEARCH
• Start pitching success stories to the media to
establish reputation and credibility
• Emphasize on the impact of customer experience on
continued success
DIRECT
MARKETING
• Further engage our current leads
• Attract leads from larger corporations

18.
timeline period 1 period 2 period 3
PERIOD3
RETENTION (Large Enterprises)
SOCIAL
MEDIA
• Targeted company updates on LinkedIn
• After-sales service reassurance
RESEARCH
• Submit informed opinion and insights on publications
to build thought leadership reputation
DIRECT
MARKETING
• Stay consistent with brand
• Leverage connections to grow credibility

19.
marketing channels
Source: Bizible 2015
Marketing Channel with Greatest Impact
on Revenue in Software and Tech Industry

20.
tactics
WEB CONTENT
RESEARCH
Visual Design & Content
Video Production
Blog
LinkedIn
Facebook & Twitter
SEO
Media Relations
DIRECT MARKETING
Networking
Direct Mail
Events & Expos
Email Marketing
SOCIAL MEDIA

21.
WEB CONTENT
1. visual design & content
2. video production

22.
visual design and content
• 91% of buyers prefer visual and interactive content rather than traditional formats
• 42% of researchers reported using a mobile device during the B2B purchasing process
• Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device
• 89% and 88% of B2B marketers identify customer testimonials and case studies respectively as the most effective content
marketing tactics
Establish a clear
visual hierarchy
Balance text
with visuals
Minimize scrolling
Improve mobile
optimization
Add page on customer
testimonials
Link blog to
main menu
Marketing
Insights Report

23.
video production
• 86% of buyers want to see info about the company's products/services on its homepage
• 62% of B2B marketers rated videos as an effective content marketing tactic in 2016
• 76% of companies say it has positively impacted marketing ROI
• Including a video on your homepage can increase conversion rates by 20% or more
• Cater to all types of
learners
• Demonstrating product
features (portfolio and
testimonials)
• Establish oneself as a
thought leader by
emphasizing on the
importance of a positive
customer experience

24.
video production
How to market to catch people’s attention? Create a story, not a
manual.
The video pitch: “Elevio is incarnated as a helpful robot that goes around anticipating
Man's needs, providing him with unexpected help. The purpose is to encourage
viewers to form positive associations between the robot (mascot) and elevio.”
Character 1: Robot
Robot should look like an upgraded
version of Wall-E, who embodies values of
empathy, altruism and is well known.
Character 2: Man
A man who looks like a young
tech professional.

25.
video production
Part 1: Showcase everyday
situations that demonstrate the
robot anticipating man’s needs.
Part 2: Man uses elevio on his
laptop to demonstrate the product’s
capabilities.
End sequence: Comic relief
Extended chapters: Bob speaking multiple languages - showcase
elevio's multi-lingual capability. Integration of Bob into image content.

26.
SOCIAL MEDIA
1. Blog
2. LinkedIn
3. Twitter & Facebook

27.
Blog
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
Focus on SMEs
SMEs
 Cutting costs,
reducing load
 Supporting growth
through increase in
engagement rates
 Build thought
leadership status
Maintain interest of
SMEs, start targeting
large enterprises
SMEs
 Hop on a trend to stay
relevant
Large enterprises
 Impact of customer
experience on loyalty
and sales
 Sharing testimonials
Mainly focus on large
enterprises
Large enterprises
 Industry-targeted web-
series showing
elevio’s relevance in
each identified
industry
 After-sales service
reassurance
• Identify and interact with potential customers to build network and gain insights
• Share external relevant articles on the social media platforms
• Share any company news
• Educate businesses about evolution of customer experience

28.
LinkedInA place for engagement, building connections and gaining insight
i. Fortune 500 companies most-used social media platform, 40 million B2B decision-makers
ii. 50% of LinkedIn members report they are more likely to buy from a company they engage with on LinkedIn
iii. 45% of B2B tech marketers have acquired a customer directly from LinkedIn
iv. 89% of B2B marketers say blog posts and case studies are the most effective on LinkedIn
v. Companies that blog 15 or more times per month see 5x more traffic than companies that don't blog
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
• Share ALL blog
articles on elevio’s
LinkedIn page
• Produce new content
• Various campaigns
through LinkedIn
Sponsored Content,
updated bi-weekly
• Targeted Company
Updates

29.
Twitter & Facebook
• Only 30% of B2B marketers say Facebook is effective for B2B marketing
• However, the average decision-maker uses Facebook 18 days a month, compared to 13 for LinkedIn
• 1 in 4 decision makers said Facebook would be their social channel of choice
• 89% of B2B marketers say videos are most effective on Facebook
• Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership
• 366,000 start-up founders are on Twitter
• 99.9% of tech journalists use Twitter
• 43% of business decision-makers use Twitter to discover new products and solutions
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
• Share scheduled blog articles through hyperlinks with short descriptions
• Convey content through infographics and attach relevant videos
• Create a list for each industry to gain insights
Considering the difference in their tone, we should also:
• Go behind the scenes
• Share fun facts & rich media

30.
RESEARCH
1. search engine optimization
2. media relations

31.
search engine optimization
What do we want?
• Be part of the conversation early
on and throughout their searching.
• Responsive website with great
content
The most important question is not:
“What shows up when you search for
elevio?”
It is: “Will elevio be shown when
relevant keywords are searched?”
• 35% of B2B buyers were most likely to begin researching work-related purchases on search engines
• 71% of B2B researchers start their research with a generic search
• B2B buyers are already 57% through the decision process before they perform an action on your site

32.
media relations
14 million56 million
• 87% cite traditional media as being just as important as social media in the purchasing decision making process
• 71% of the decision makers highly value earned coverage about vendors they are considering
• 50% of decision makers would like to see more impartial and independent commentary
• Over 60% of UK and US decision makers look to industry analysts as a primary source of information
20 million 85 million
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
• Exposure and growth
• Pitch to the media in
general about product
features and how it
helps SMEs grow
• Pitch insight on
customer experience
Result:
• Educating the public
about current market
situation
• Strengthen current
media relations
• Share success stories
• Emphasize on the
impact of customer
experience on
continued success
Result:
• Continue to become
more credible and
recognised
• Natural growth
• Begin writing for
important and
recognized media
outlets
Result:
• Have the authority to
speak about this topic
Driving credibility, knowledge and
education of customer service

33.
DIRECT MARKETING
1. Networking
2. Direct Mail
3. Events & Expos
4. Email Marketing

34.
networking
Purpose of networking:
1. Lead Generation 2. Conversion
Period 1 (Growth) Period 2 (Transition) Period 3 (Retention)
SMEs
• Events
• Cold calling
• Email marketing post
events
• Begin building lead
base
SMEs
• Already have a lead
base
• Marketing automation
to stay relevant
• Further engage current
leads
Large Enterprises
• Attract leads from
larger corporations
Large Enterprises
• Stay consistent with
your brand
• Leverage connections
to grow credibility
• Direct mailers to
those who matter

35.
direct mailers
Utilize press kits
Primary purpose of press
kits:
• Address questions from
media, investors,
potential clients etc.
• Impact on perception of
brand
• Credibility
• Average direct mail response rates (3.7%) dramatically outperform response rates for direct digital channels (0.62 %).
• B2B company example: Salesfusion saw 15-20% conversion rates from its “three-dimensional” direct mail campaigns.

36.
events and expos
There are many to choose from, let us narrow down your
choices:
www.Meetup.com
• Technology
Start-ups
LinkedIn
Professional
Group
• Software &
Technology
(1.7 million
members)
• Software as a
Service
(78,000+
members)
SaaStr Annual
•International
•7-9 Feb 2018
•San Francisco,
US
•Biggest event
targeted to
SaaS - 20,000
SaaS Founders,
VCs, Execs
Technology +
Gadget Expo
(TGE)
•National
•19-20 August
2017
•Melbourne
Convention &
Exhibition
Centre

37.
automated email marketing
• $1 invested in email marketing initiatives yields roughly $44.25 return for marketers
• 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant
revenue impact
• 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months
• Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads
Right audience
at the right time
How?
• Run engagement marketing
campaigns to target leads at
the right time
• Trigger emails to send based
on visitors’ behaviors
• Personalize emails
• Engage throughout customer
lifecycle
streamlining, automating, and
monitoring marketing objectives
E.g. Campaign Monitor, Autopilot

38.
budget
Breakdown Costs
Video Production $0 $0
Marketing
Automation
$9-$20/month for annual plan $86-240
Direct Mailers a) Printing = $0.4
b) USB= $2
c) Customized stress ball = $2
d) Box = $1
= $5.40
$5.40 x 500 = $2,700
LinkedIn
Sponsored
Content
$2-4/click $30,000
Expos a) Pull out banner (200cmx80cm) =
$100-200
b) Exhibition display stand = $3,000 -
$7,000
c) Space (3x3ft) = $800-$2,500
$3,900 – $9,700
Networking $0-900 (two days)
*Transport costs not included
$0-900
Average Total Cost - $40,113

39.
thank you