Group discussion

1. Group Discussion
Theresa Wessels
Inga Warrelmann
Justine Portelli
Lei Li
Lisa Laschke
Stefan Wolfkamp
Qing Xu

2. 1. Well-established B2C brand with high brand
awareness

3. 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

4. Website and social presences
• Search Marketing: SEO
• Online PR: Brand protection
• Online partnership: Sponsorship
• Offline communication: Exhibitions, Packaging, PR
• Social Media marketing: Viral campaigns

5. Search Marketing
Search 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

6. Search Marketing
• SearchMark
eting:SEO
Mobile trends
• Higher costs for keywords on mobile devices
• Higher clicks on mobiles
• Desktop clicks decreasing

7. Search Marketing
• SearchMark
eting:SEO
Increasing searches for makeup & beauty (2004-2015)

8. 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)

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

10. 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

11. 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

12. 2. Established B2C brand with low brand awereness
Prezis’example

13. Google Adwords (keyword planner)
Keyword
Currenc
y
Avg. 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

14. What can they do to increase their brand
awareness?

15. What can they do to increase their brand
awareness?

16. 3. Dot-com Startup

17. 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

18. Online partnership
• Co-branding
-with other successful
online retailers
-to the benefit for both
firms
Interactive ads
• Sponsorships
- in order to attract
attention
- improves the image
Online Communication

19. 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

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

21. 4. Small business aiming to export electric
motorbikes
Best mix of promotional techniques (online and
offline)

22. Zero motorcycles
Crafted in the United States
Growing and growing
Electric motorcycles

23. 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.

24. 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.

25. Google trends
• Similar trend over time (one outlier)

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

27. Keyword selection
Electric motorcycles

28. Keyword selection

29. 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

30. Common B2C product (AXA - household insurance)
Online
Google 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

31. Example of Online Advertisement

32. Common B2C product (AXA - household insurance)
Online
Ads 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

33. 6. Specialist B2B product (i.e. medical implant)
Cochlear Implant

34. • Google, Bing, Yahoo, Microsoft’s MSN, and America Online – SEO
• High general searching terms: cochlear implants, children, auditory
implant
• Sample PPC Keywords:
Searching marketing

35. • Sample SEO keywords
Searching marketing

36. 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

37. Sponsorship
CI manufacturers have sponsored a few forums,
including:
 Cochlear Community (Cochlear)
 HearPeers (MED-EL)
 HearingJourney (Advanced Bionics)
Online partnership

38. 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

39. References
• http://www.hoovers.com/lc/sales-marketing-education/online-strategies-to-boost-brand-
awareness.html
• 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_636F63686C6561722E636F6
D

40. 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-guide
http://republic3-0.com/small-business-exports-little-engine-drive-big-growth/

41. THANKS