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OTT marketing plan

ÒTT Marketing Plan

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OTT marketing plan

  1. 1. Objective & Goal The recent trends in the way people wish to access information is non-traditional platforms such as – OTT – Over the Top Content access platforms. Entertainment segments like YouTube, hot star, voot etc. further makes it very clear that the viewers are shifting from television and desktops to small gadgets like smart phones and tablets, worldwide. The affordability of Smartphone's (because of declining price) and the up gradation of access networks Telecom Services Providers are among the important factors contributing to the growth of OTT. This will be coupled with cheaper and faster data availability, in-turn creating a huge consumer base for OTT platform. OTT channel and Mobile App platform to spread the relevant informative content to a larger group to create awareness among the citizens by showcasing the state’s development across sectors. To highlight the achievements of the state on different parameters and establish Chhattisgarh as a progressive state.  To make citizens aware about the various state government initiatives.  To provide a dynamic distribution platforms for the local content creators and thematic employment to the youth of the region.
  2. 2. Communication • Outreach communication will be related to peoples ‘LIFE’ and ‘ISSUES’ • How OTT Channel is useful for their day to day life and provides useful information on their fingertips • The communication language will be local ( NON Complex) • Enlistment of ‘Trusted’, ‘Admired’, Respected, spokespersons and ambassadors for the OTT app ( ie. School Teachers at Village level etc)
  3. 3. Engagement and Participation • Information and awareness through various State/City/District/Tehsil/Village/society influencer’s and Social Groups • Personal interaction and participation in surveys, polls will be encouraged • May develop gratification plan ie. Participate and answer quiz and win X’ GB mobile data pack etc.
  4. 4. Repeated Communication and participation • To reach people multiple times, for multiple objectives, Thru multiple mediums • Encourage to participate again and again • Create belief that their participation influences and helps them better the experience • Subscriber data base management and use of basic analytics • Strategy to be redesigned to make sure all people groups are addressed to have maximum participation
  5. 5. Target • 55 Lac new Smartphone user • All existing Smartphone user of Chhattisgarh (Including Rural area, Remote Location, BPL Family)
  6. 6. Activation Installation & User Trainings TV Radio Print Hording SMS Blast SEO Street Play Wall painting What's App Website Email Social media Search Ad Influencer Affiliate Marketing Mobile shop /Collage activity 360 Degree Promotion
  7. 7. Outreach Phases 1. App Downloading- Direct one to one app installation 2. App Promotion- ATL/BTL 3. App Usage Training- Live demo & User training 4. App Review and Feedback 5. App Update and Customization App Downloading App Promotion App Live Demo App Feedback & Customization
  8. 8. Digital Marketing Social media gives us the ability to connect with almost anyone, anywhere, at any time Social media is most effective and dynamic approach for app promotion. Step In Digital Promotion. 1. Build a content strategy for promotion 2. Page Creation in Social Media- facebook, Twitter, Instagram etc. 3. Page promotion, Videos, Activity, Quiz to connect people 4. Analytics to find out what’s working 5. Implement search engine optimization (SEO) Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Digital Marketing Before & After App launch Awareness,To Maximum Search & Download Traffic in website ,app Store IT Team Traffic in website & app store Planning in Process
  9. 9. Website People want to know app feature & details , through website we provide all the information, so we promote the app through website. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Web Site From Day of App Launch Awareness of App, Downloading of App Awareness of App, Downloading of App IT Number of Downloads , Traffic Planning in Process
  10. 10. Public Relations Media and influencer mentions go a long way in terms of creating buzz and credibility.  Press release  Host a launch party and invite the local media and tech industry  Review in local newspapers and tech bloggers Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Public Relations Before one month launch Awareness of OTT App Awareness of OTT App Content & Marketing Team Awareness of App Planning in Process
  11. 11. App Store Optimization (ASO) App Store optimization, or ASO, is the SEO of the mobile app world. It’s imperative for discoverability in an oversaturated market. App name,Keywords,Description,Screenshots/Video,Ratings Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comme nts App Store Optimization (ASO) After App launch To Maximum Search Visibility List in Top Result in Search IT Team Top List Planning in Process
  12. 12. Search Ads This one is pretty straight forward Basically, from relevant keywords when a user is searching for apps using a particular term, your app appears first. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comm ents Search Ads After App launch To Maximum Search Visibility List in Top Result in Search IT Team Top List Planning in Process
  13. 13. Affiliate Marketing Affiliate Marketing is one of the most effective marketing channel you can use to drive Download . The entire structure of affiliate marketing is that you pay to someone for promoting your App when you see a paid conversion on your platform. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Affiliate Marketing From Day of App Launch Awareness of App, Downloading of App Awareness of App, Downloading of App IT Number of Downloads , Traffic Planning in Process
  14. 14. Influencer/ Local Celebrity endorsements Local celebrity will promote the app, they promote the app via their social channels and blog to attract users to use the app. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Influencer From Day of App Launch Awareness of App, Downloading of App Awareness of App, Downloading of App Content Team Number of Downloads , Traffic Planning in Process
  15. 15. Email & SMS/ Whatsapp Marketing A little old but best communication strategy that still drives a large number of results even today. Email/whatsapp is considered as the second most effective customer acquisition channel after search. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Email/SMSFrom Day of App Launch Awareness of App, Downloading of App Awareness of App, Downloading of App IT Number of Downloads , Traffic Planning in Process
  16. 16. Create Offline Brand Campaigns Having a proper strategy to build brand presence across offline channels like Events, Promotions, Outdoor advertising, Audience Engagement, Print Ads in Newspapers and Magazines, Radio and TV Ads make perfect sense. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Offline Campaigns From Day of App Launch Awareness of App, Downloading of App Awareness of App, Downloading of App Content & Marketing Number of Downloads , Traffic Planning in Process
  17. 17. App Downloading- Direct one to one app installation to end user App Usage Training- App Usage training to end user In this phase, our team will start one to one app downloading to the user. our team member will help them to download the app and give initial training to use the app feature CANTER ACTIVATION-COLLAGE,SOCIETY, PUBLIC PLACE BIKE RALLY MELA & HAAT PDS OUTLET STREET PLAY AND NUKAD NATAK ON GROUND MEDIUMS OF ENGAGEMENT Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments ON Ground From Day of App Launch Awareness of App, Downloading of App Awareness of App, Downloading of App Content & Marketing Number of Downloads , Traffic Planning in Process
  18. 18. BIKE RALLY Bike rally promotion is being used in rural marketing as a prime tool for mass promotion. Bike rally creates a pre-hype in the target markets about upcoming activation or product launch.
  19. 19. WALL PAINTING Wall paintings is the oldest and the best visibility tool to reach out to the rural markets This works best in upcountry markets where lots of walls of houses, shops, shutter branding can be done It was probably the first ever form of hoarding and still is a popular method of branding outside the metros. Wall paintings are long duration and super sized brandings across towns. With there presence ensured for months and size big enough to be visible from lengths afar, they are the ideal replacement for large hoarding at a fraction of the price.
  20. 20. AUTO & CYCLE RICKSHAW BRANDING Cycle rickshaws are the most commonly used mode of transport in the rural villages These rickshaws would be branded with an audio system. These rickshaws would just roam around the entire town making noise playing the jingle The rickshaw would scream aloud about the contact of the accessibility of the brand, play an informative jingle, distribute leaflets etc. Cycle rickshaws can be branded in Innovative way also as per requirement.
  21. 21. MELA & HAAT- Melas have always been and is till date arguably the biggest crowd puller where a large congregation of people assemble at one location. An average mela spans for about 15 to 30 days attracting on an average of about 2 lacs to 10 lacs visitors to the mela These visitors come from a cross section of all profiles of society thereby being noticed by a mass audience Branded kiosks, branded gates, branded screens, lost and found stalls, free drinking water stalls and branded information signboards are various useful branding options at these melas.
  22. 22. KIOSK SETUP In the recent years, KIOSK branding has emerged as one of the most powerful and utility based tool in rural marketing. Customized as per the requirement of clients these umbrellas are gifted to cart pullers, roadside shop keepers and hawkers. This tool provide the target audience with utility as well as long term visibility to the brand. Download App Here
  23. 23. STREET PLAY AND NUKAD NATAK A group of 5 or more street artists would travel in a branded van and travel across towns doing street plays in market places, residential societies, village panchayat offices, hospitals etc.
  24. 24. 4. Regular review and feedback from user 1. Google Play 2. On Ground Phase 4 & 5 you can create a better user experience, drive increased engagement, and improve your app’s rating. Activities Timeline Expected Outcomes Staff Responsible Measure of Effectiveness Status/Comments Feedback & Update From Day of App Launch Positive rating, improve user interphase Better user experience, increased engagement Content & IT & Marketing Feedback, rating, Traffic Planning in Process 5. App Update and Customization Based on the feedback receive from the user our IT team will customize and update the App regularly.
  25. 25. Rollout Plan for OTT
  26. 26. Monetization Plan OTT
  27. 27. Interstitial(Exclusive Ad): Full-page ads appear at natural breaks & transitions, such as level completion. Supports video content. Mobile Ad Type & Monetization Details Insertion per day: 72 (4/Hour) Insertion Duration: 2 Min Cost per Insertion For Government Developed Content :4000/10 Sec (As per CG DD Rates) For Others Procured Content : 350/10 Sec
  28. 28. Rewarded video (Semi-exclusive Ad ): Reward for users for watching short videos. Good for monetizing free-to-play users. Video ads only. Mobile Ad Type & Monetization Details Insertion per day: 216(12/Hour) Insertion Duration: 10 sec Cost per Insertion For Government Developed Content :4000/10 Sec (As per CG DD Rates) For Others Procured Content : 350/10 Sec
  29. 29. Banner (Generic Ad ): A basic ad format that appears at the top & bottom of the device screen Mobile Ad Type & Monetization Details Insertion per day: 180 (10/Hour) Insertion Duration: 10 sec Cost per Insertion For Government Developed Content :4000/10 Sec (As per CG DD Rates) For Others Procured Content : 350/10 Sec
  30. 30. Native: Customizable ad format that matches the look & feel of your app. Ads appear inline with app content. Supports video content Mobile Ad Type & Monetization Details Insertion per day: 180 Insertion Duration: 10 sec Cost per Insertion For Government Developed Content :4000/10 Sec (As per CG DD Rates) For Others Procured Content : 350/10 Sec
  31. 31. Classic Freemium- App is free to download but it’s some features are available only for the paid users.(Video On Demand, Subscription VOD, Advertising VOD) *Starts After 6 month of launching Mobile Ad Type & Monetization Details Subscription: 50 Rs per month/user

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