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SCANN3D
DIGITAL MARKETING
PROPOSAL
The Alpha Marketing Group: About Us
o Digital Marketing is our passion and focus. We work with all clients to
ensure needs...
Hello!Richard
Campbell
Google Adwords, Mobile
Marketing, PPC
r
Kerry Dallat
Event Integration, Website
Development, SEO
Hi!Rom Riveta
Market Research, Marketing
Strategy, ecommerce
David Voglis
Content Marketing, Social
Media, Google Analytic...
SITUATION ANALYSIS
SNAPSHOT OF SCANN3D
o Start-up business, offering virtual 3D online tours
of physical spaces
o Innovative product offering...
Strengths
o Worldwide audience reach
o Eliminates time wasters for real estate agents
o Monopoly over the Melbourne proper...
Weaknesses
o Intrusive to people’s homes
o Security issues
o Business has little to no share of voice
o Lack of awareness
...
Opportunities
o Growth in Melbourne while the company monopolizes the city
o Reach Sydney, Canberra, Brisbane, and interna...
Threats
o Same technology offered in South Australia
o Print Advertising
o Other companies duplicating this technology
o C...
COMPETITORS
Industrials
o Mostly industrial and government tender
companies
o Oil, gas, manufacturing industries
o Mostly used surveyi...
o Almost identical services to Scann3D
o Operate Australia wide and internationally on request
o Very similar website
o Ha...
o Almost Identical services offered
o Also ‘social media specialists’
o Have branded VR goggles
o Packages starting at $29...
OBJECTIVES
Awareness
o A stronger foothold in Melbourne & Sydney
o Increase presence and recognition
o Influence word of mouth
o Be k...
Growth
o Trigger consumers to research Scann3D
o Increase leads and enquiries
o Collect valuable information e.g. Email, l...
TARGET AUDIENCE
PERSONA 1: THE EXPERIENCED, HIGH ACHIEVING
REAL ESTATE AGENT
o Damian West, 32
o 7 years experience
o Multi award winner
o...
PERSONA 2: HIGH-END PROPERTY REAL ESTATE
AGENCY
o McGrath Estate Group
o Agency that predominantly deals with only exclusi...
AUDIENCE RATIONALE
o Sydney housing market stands head and shoulders above the other
capital cities.
o Sydney Property values were up by 5.4 ...
o Highly respected industry leader
o Award winning Real Estate Agency based in Sydney
o Has within its ranks award winning...
o Influential to peers as a result of hard work
o Multi award winner
o Has a domestic and international client base
o Grat...
VALUE PROPOSITION
o Greater exposure for listings
o Attracting interstate and international attention for the property listings
o Increased ...
THE THEME:
The Sixth Sense of
Property
o Real estate marketing and tactics have been the same for
decades
o Buyers have also been through the same experience
o A...
o Forms emotional connection
o Top of mind, tip of tongue
o Increase word of mouth
o Triggers consumer curiosity to resear...
THE PLAN:
TIER 1
Tier 1:
1. LinkedIn 2. Facebook
Advertising
3. SEO &
Website
Overhaul
Why Social Media?
o Extremely powerful, influential marketing tool
o Real Estate agents are accustomed to using it
o Effec...
LinkedIn Premium
Reach out on LinkedIn more effectively through upgrading to a Premium
account. Benefits of the service in...
LinkedIn Groups
Following your sign up to LinkedIn Pro services, we propose you access
the following LinkedIn groups and p...
Facebook
o Scann3d’s current page: 390 likes
o Edgerank – organic versus paid reach
o 5% of total followers are reached = ...
Facebook
Target Market:
Gender: Male and female
Age: 24-65
Geographic Location: Sydney
Interests: Real estate, real estate...
Your SCANN3D Facebook Ad
Traceable data
Interactive video
campaign resulting
in mass numbers of
views
Instant brand
awaren...
Why Video?
o 4 times as many customers would rather watch a video about a product
than read about it
o In the next 3 years...
Search Engine Optimisation (SEO)
o What is it?
The process of affecting the visibility
of a website or a web page in a
sea...
SEO Analysis & Plan: On-Page SEO
1. Title Tags
SEO Analysis & Plan: On-Page SEO
o The closer the keyword is to the beginning of the title tag, the more weight it has wit...
SEO Analysis & Plan: On-Page SEO
2. Quality Content
Quality content results in:
oRepeat Visitors
oTime spent on your site
...
SEO Analysis & Plan: On-Page SEO
5. Hosting Location
SCANN3D should consider moving to an Australian based hosting company...
SEO Analysis & Plan: Off-Page SEO
Off-Page SEO: all the things that you can do directly away from your website to help you...
SCANN3D Website
Make better use of your website in the following ways:
o Marketing – promoting what you do and the product...
THE PLAN:
TIER 2
TIER 2:
1. Pay Per Click
Campaigns
3. 100+ Conference2. Email Marketing
Campaign
Google Adwords
“Be seen by customers at the very moment that they’re searching on Google for the
things you offer. And onl...
Google Adwords
o Search Engines used now more than ever before to help people make informed purchase
decisions.
oGoogle do...
YouTube Skip Ads
The largest video site in Australia
Overview
o YouTube is the largest video site in Australia, with 10.6m...
YouTube Skip Ads
How do we measure ROI?
oTrue View: a brand lift survey offering results of your Skip Ads campaign as soon...
Email Marketing
Overview
o Email Marketing is used by over 70% of all Australian businesses.
o Mail Chimp is also free to ...
100+ REINSW Conference
“The industry event of the year!”
Overview
o An opportunity for agents across all facets of real es...
Demographic Information
How will we measure success?
The Alpha Group will provide SCANN3D with a weekly analytics and engagement report using a
va...
BUDGET & SCHEDULE
TIER 1:
-Social Media:
Facebook Ads $1,560
Blogging $1,400
LinkedIn Pro $840
-SEO (10 keywords) & Website $2,100
-Analytic...
Thank you.
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Scann3d PRESENTATION (1)

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Scann3d PRESENTATION (1)

  1. 1. SCANN3D DIGITAL MARKETING PROPOSAL
  2. 2. The Alpha Marketing Group: About Us o Digital Marketing is our passion and focus. We work with all clients to ensure needs are met, and that they have a compelling digital presence in whichever industry they’re associated in. o It’s a digital world! Let us guide you through step by step to help you reach your goals o With a wealth of industry knowledge and experience behind us, we bring passion and expertise when assisting all clients in strategy development and implementation. o Meet the team!
  3. 3. Hello!Richard Campbell Google Adwords, Mobile Marketing, PPC r Kerry Dallat Event Integration, Website Development, SEO
  4. 4. Hi!Rom Riveta Market Research, Marketing Strategy, ecommerce David Voglis Content Marketing, Social Media, Google Analytics Tarek Awwad Objective setting, Value Proposition, Web Design, Strategy
  5. 5. SITUATION ANALYSIS
  6. 6. SNAPSHOT OF SCANN3D o Start-up business, offering virtual 3D online tours of physical spaces o Innovative product offering to transform the Real Estate Industry o Pioneer in the industry o Current deals with Metricon and Jellis Craig o In talks with REA Group and Domain o Looking to increase product/brand awareness
  7. 7. Strengths o Worldwide audience reach o Eliminates time wasters for real estate agents o Monopoly over the Melbourne property market o Speeds up the buying process for investors o Portrays prestige image for the client to the end user o Gives investor a better sense of the property – a sixth sense o Product provides end user with ultimate convenience o Gives agents more reliable, educated prospective buyers o Offers a visual point of difference
  8. 8. Weaknesses o Intrusive to people’s homes o Security issues o Business has little to no share of voice o Lack of awareness o May lead to less physical inspections o Puts real estate agents jobs at risk of being replaced o Size of company too small, lack of resources available to increase number of scans o Interstate presence non-existent o Little leads/connections to other real estate companies o Digital presence very limited (website traffic, social media fans)
  9. 9. Opportunities o Growth in Melbourne while the company monopolizes the city o Reach Sydney, Canberra, Brisbane, and international audiences o Opportunity to offer an engaging product in the real estate buying process not previously available o Expand to other sectors such as tourism, hotels, corporate real estate o Digital growth through mobile, Google, social, SEO, etc. o Dramatically increase brand and product awareness o Access online buyers with disabilities, time poor buyers, those limited by travel distance
  10. 10. Threats o Same technology offered in South Australia o Print Advertising o Other companies duplicating this technology o Convincing real estate agents to transition to this form of property inspection which threatens the need for their role o Real estate companies’ reluctance to maintain and oversee a digital product housed on their website o Companies’ fear of the product failing/technical glitch’s at the point of use o Real estate companies developing their own 3D technology o Reluctance shown from the end user to learn a new technology and way of inspecting property
  11. 11. COMPETITORS
  12. 12. Industrials o Mostly industrial and government tender companies o Oil, gas, manufacturing industries o Mostly used surveying and geological use o Clunky, hard to navigate websites o Mostly 3D scans of energy and manufacturing plants as well as commercial buildings o Scan technology is inferior to Scann3D o Not a big threat o Eg. Monteath & Powys, FYFE, Madigan Surveying
  13. 13. o Almost identical services to Scann3D o Operate Australia wide and internationally on request o Very similar website o Have utilised most forms of social media o Low Facebook presence (5 likes) o High end partners that reach Australia wide o Relationships with bigger real estate companies
  14. 14. o Almost Identical services offered o Also ‘social media specialists’ o Have branded VR goggles o Packages starting at $295 o Partners are all local to South Australia o One page website that is twitchy, not much info provided o Utilising all forms of social media but low numbers in terms of followers and likes
  15. 15. OBJECTIVES
  16. 16. Awareness o A stronger foothold in Melbourne & Sydney o Increase presence and recognition o Influence word of mouth o Be known as the market leader & pioneer o Create advocacy
  17. 17. Growth o Trigger consumers to research Scann3D o Increase leads and enquiries o Collect valuable information e.g. Email, location, demographic data o Start new agency relationships o Expand to other capital cities
  18. 18. TARGET AUDIENCE
  19. 19. PERSONA 1: THE EXPERIENCED, HIGH ACHIEVING REAL ESTATE AGENT o Damian West, 32 o 7 years experience o Multi award winner oTenacious, motivated and a very successful agent with o Married with child o Lives in Double Bay (exclusive suburb in Sydney) o Owns a 4 bedroom house and drives BMW o Privately school educated with an exclusive group of friends and professional network o Self-motivated entrepreneur and dedicated o Faces similar professional hurdles as other real estate agents i.e. prospecting for clients, listings, inspections etc o Curious, willing to learn and try new techniques to improve his results o Tech Savvy o Action Orientated o Future Focused regrading work and family
  20. 20. PERSONA 2: HIGH-END PROPERTY REAL ESTATE AGENCY o McGrath Estate Group o Agency that predominantly deals with only exclusive and luxurious Sydney properties o A well-known brand, trusted by the public o An agency that continually breaks records within the industry o An award winning agency o Great leadership team o Employs motivated, high achieving agents o Understand the needs of their agents to do a better job o Provides and prides itself on superior client service o Conducts business ethically o Expansion of a boutique franchise network o A company that heavily invests in technology o A company that realises the importance of marketing
  21. 21. AUDIENCE RATIONALE
  22. 22. o Sydney housing market stands head and shoulders above the other capital cities. o Sydney Property values were up by 5.4 per cent over the three months to April 2015. o During April 2015, saw Sydney’s auction market hit a new clearance record of 88.2% beating the previous benchmark of 85.75% set only the month before in March. o Sydney dwelling values are now 40.2 per cent higher than May 2012. If you factor in the previous 2009/10 phase of growth, Sydney values are now up 65.4 Per cent post GFC. o Sydney has the most expensive housing in the country, with the median house price at AU$ 760,000 about 33% above the national median house price of AU$ 571,500, according to ABS. 12.20% 4.45% 5.30% 2.50% 1.20% 2.20% 0.80% 1.70% % INCREASE IN PROPERTY PRICES 2014 Why Sydney?
  23. 23. o Highly respected industry leader o Award winning Real Estate Agency based in Sydney o Has within its ranks award winning agents. Five of their Agents were voted in the top 20 for 2014 by Real Estate Business Online o Continually expanding its reach: 64 offices located throughout Sydney, the Central and North Coast, South Coast, Southern Highlands, the ACT and Queensland. Also looking to expand internationally o Embraces technology o Realizes the importance in Marketing, will invest time and resources in this area o Multi-award winner within Marketing Why McGrath Estate Agents?
  24. 24. o Influential to peers as a result of hard work o Multi award winner o Has a domestic and international client base o Grateful to be working within Sydney Real Estate o Hard-worker, strives for success o Mixes with affluent social circles o Self-motivated o Thinks outside the box o Always willing to learn and adopt new techniques and tools to gain a competitive advantage over his peers o Enjoys and understand the importance of keeping up with the latest technology and marketing initiatives. Why Damian West - The High Achieving Real Estate Agent?
  25. 25. VALUE PROPOSITION
  26. 26. o Greater exposure for listings o Attracting interstate and international attention for the property listings o Increased security for the vendors o Reduces costs and time o Allows for repeat viewings, online and offline o Frees up more agent time to focus on acquiring more listings o Reduces time wasters o Increases turn over time of each property o Collecting customer data o Sustainable
  27. 27. THE THEME: The Sixth Sense of Property
  28. 28. o Real estate marketing and tactics have been the same for decades o Buyers have also been through the same experience o Always utilising their 5 senses when purchasing property o Currently using digital channels to filter through property o Putting a ‘6th sense’ label on digital search o An idea that customers are already aware of The Sixth Sense to Property
  29. 29. o Forms emotional connection o Top of mind, tip of tongue o Increase word of mouth o Triggers consumer curiosity to research Scann3D o Each search will boost search engine ranking o ‘The Jones Theory’ that agents use, used against them The Sixth Sense to Property (cont.)
  30. 30. THE PLAN: TIER 1
  31. 31. Tier 1: 1. LinkedIn 2. Facebook Advertising 3. SEO & Website Overhaul
  32. 32. Why Social Media? o Extremely powerful, influential marketing tool o Real Estate agents are accustomed to using it o Effective and efficient marketing spend
  33. 33. LinkedIn Premium Reach out on LinkedIn more effectively through upgrading to a Premium account. Benefits of the service include: o Enhancing your brand o Reaching your network o Promoting to the right people
  34. 34. LinkedIn Groups Following your sign up to LinkedIn Pro services, we propose you access the following LinkedIn groups and post content related to SCANN3D , thereby making these industry members aware of your business: o Real Estate Institute New South Wales REINSW – 701 followers o The Real Estate Networking Group – 515k followers o Real Estate Investment in Australia – 6300 group members
  35. 35. Facebook o Scann3d’s current page: 390 likes o Edgerank – organic versus paid reach o 5% of total followers are reached = 20 SCANN3D followers! o Use Facebook Advertising for mass brand awareness
  36. 36. Facebook Target Market: Gender: Male and female Age: 24-65 Geographic Location: Sydney Interests: Real estate, real estate agents, property investment, 3D virtual tours Ad duration: 7 days Instalments: 6
  37. 37. Your SCANN3D Facebook Ad Traceable data Interactive video campaign resulting in mass numbers of views Instant brand awareness
  38. 38. Why Video? o 4 times as many customers would rather watch a video about a product than read about it o In the next 3 years, video is predicted to reach 79% of all internet traffic o 84% of social media users have liked a company video in their newsfeed o 56% of customers believe testimonials within video are helpful to their purchasing decision.
  39. 39. Search Engine Optimisation (SEO) o What is it? The process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as organic, earned or natural results. o Black Hat vs. White Hat The Alpha Group only works with White Hat strategies. o Google’s overwhelming market share 0 20 40 60 80 100 Google bing Yahoo! Others Market Share (May 2014 to Apr 2015) Market Share (May 2014 to Apr 2015) Source: Stat Counter Global Stats - http://gs.statcounter.com/
  40. 40. SEO Analysis & Plan: On-Page SEO 1. Title Tags
  41. 41. SEO Analysis & Plan: On-Page SEO o The closer the keyword is to the beginning of the title tag, the more weight it has with search engines. o The Alpha Group will work with SCANN3D to determine the keywords most relevant to their business and will write Title Tags for all of the pages on the website.
  42. 42. SEO Analysis & Plan: On-Page SEO 2. Quality Content Quality content results in: oRepeat Visitors oTime spent on your site oReduced bounce rates o Content should be a minimum of 300 words – preferably more. 3. Outbound links Outbound links to related pages are a relevancy signal to Google about your page’s topic. It also shows Google the value of your content. 4. Keywords Include in URLs, page titles, meta descriptions, header tags and image alt tags. Example keywords: Virtual tours Virtual property tours Virtual tours Sydney Virtual property tours Sydney Google’s Keyword Planner will also assist us to identify projected traffic based on different keyword options.
  43. 43. SEO Analysis & Plan: On-Page SEO 5. Hosting Location SCANN3D should consider moving to an Australian based hosting company. Other ways to optimize your website: o Internal links o H2 and H3 Tags o Image optimisation
  44. 44. SEO Analysis & Plan: Off-Page SEO Off-Page SEO: all the things that you can do directly away from your website to help you rank higher, such as Social Networking, submitting articles, posting in forums and blogging. We suggest SCANN3D focus on: 1. Social Networking Sites Facebook, Instagram, Twitter and LinkedIn. 2. Blogging - give a reason for visitors to keep returning to your site - helps search engines to crawl your site more frequently 3. Blog Marketing Look for other blogs within your niche and comment on them with a link to your website. 4. Social Bookmarking Submit your latest blog posts and pages to the most popular bookmarking sites, like StumbleUpon, Digg, Delicious, Reddit, etc. 5. Article Submission Submit to popular article directory sites like; Ezine, Go Articles, Now Public, etc.
  45. 45. SCANN3D Website Make better use of your website in the following ways: o Marketing – promoting what you do and the products and services offered o Educating and informing – providing learning resources o Community – building a community of people interested in your services, information, content We will work with you to create a set of SMART goals for your website, for example: o Increase traffic by 100% in 3 months o Add 500 subscribers to the SCANN3D newsletter over 6 months o Generate 10 new business enquiries per week o We will also work with you to develop and improve the UX (User eXperience). o At the core of UX is ensuring that users find value in what you are providing to them.
  46. 46. THE PLAN: TIER 2
  47. 47. TIER 2: 1. Pay Per Click Campaigns 3. 100+ Conference2. Email Marketing Campaign
  48. 48. Google Adwords “Be seen by customers at the very moment that they’re searching on Google for the things you offer. And only pay when they click to visit your website or call.” - Adwords See SCANN3D here
  49. 49. Google Adwords o Search Engines used now more than ever before to help people make informed purchase decisions. oGoogle dominate the search engine market oGoogle Adwords are displayed in the top 3 slots of a search engine results page, and in the right hand column of the page. oAdvertisers bid on key words to obtain the top spot, then payment is made once this ad is clicked. Ads can have parameter sets around: o Bid amount o Daily maximum spend o Time of day bid can be shown o Geography/location Bidding Strategy Adwords campaigns can be setup to bill your account in one of three ways: o Cost per Click (CPC) – pay each time someone clicks on your ad. We recommend this payment method based on our objective of brand awareness highlighted earlier. o Cost per Impression (CPM) – pay each time someone is shown your ad from a search o Cost per Acquisition (CPA) – setup a conversion tracking code on your goal landing page and pay each time someone reaches that page as a result of being shown your ad
  50. 50. YouTube Skip Ads The largest video site in Australia Overview o YouTube is the largest video site in Australia, with 10.6m visitors per month. oYouTube has 6.3 million adults between 18-49 on YouTube in Australia, who spend on average 4 hours 35 minutes per week on YouTube. o YouTube enables you to reach 86% of the video market. o Skip Ads are pre rolled ads on YouTube Partner Videos, and ensure your ad is shown to your chosen target market. o On average, 1 in 5 online users will watch a Skip Ad in it’s entirety. Ads have no max length, but less than 1:30 is recommended. Targeting options include: o Demographic o Behavioural/Interests o Content o Location o Remarketing o Affinity
  51. 51. YouTube Skip Ads How do we measure ROI? oTrue View: a brand lift survey offering results of your Skip Ads campaign as soon as it’s complete. oTrue View is fast, results within a week! oMeasures causal impact of your ads among the very people you are targeting.
  52. 52. Email Marketing Overview o Email Marketing is used by over 70% of all Australian businesses. o Mail Chimp is also free to use for subscriber lists at or below 2000, and very affordable should you choose to upgrade in the future. Other benefits include: 1. Email Marketing Has a Wide Reach 2. Email Marketing Excels in Return-on-Investment 3. Email Marketing Improves Brand Awareness and Customer Relations 4. Email Marketing Is Measurable 5. Email Marketing Can Be Highly Customized
  53. 53. 100+ REINSW Conference “The industry event of the year!” Overview o An opportunity for agents across all facets of real estate practice to come together at one conference focused specifically on the NSW industry. o Gives practical, innovative and ready-to-use strategies that will have real impact on you and your business. 24 – 25th August 2015 Action Plan o Carry out setup and installation of a small info tent positioned within the expo. o Give real estate agents, investors, and sales associates a taste of the Scann3d experience through the use of 3D goggles o QR code linking directly to your website o Purchase and setup of expo hashtag with Scann3d’s business name positioned at the top
  54. 54. Demographic Information
  55. 55. How will we measure success? The Alpha Group will provide SCANN3D with a weekly analytics and engagement report using a variety of measurement tools: HootSuite o Manage all of your online content in one place o Track the performance of multiple forms of content o Listen to what your audience has to say about your brand. Google Analytics o Demonstrates how people found your site, how they explored it, and how you can enhance their experience. o Improve your website return on investment, increase conversions, and make more money on the web. Facebook Insights o Discover who your fans are o Where they’re from o When they’re online o How they’re responding to what you post. Bit.ly o traceable links incorporated throughout the campaign showing total number of clicks on each link, presented in graph form
  56. 56. BUDGET & SCHEDULE
  57. 57. TIER 1: -Social Media: Facebook Ads $1,560 Blogging $1,400 LinkedIn Pro $840 -SEO (10 keywords) & Website $2,100 -Analytics Incl TOTAL $5,900 TIER 2: -Social Media $3,800 -SEO (20 keywords) $3594 -Email Marketing Free -PPC campaigns: Google Adwords $700 YouTube Skip Ads $22,500 -100+ Conference $15,050 TOTAL $45,644
  58. 58. Thank you.

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