Digital marketing Plan for Pujalista.com

2. Group E

3. Does everyone have their phone
ON?
Please Tweet and update Facebook
Hashtag #Pujalista_GroupE

4. Agenda
The Context
Market Demographics and Segmentation
Positioning
Marketing Objectives
Product, Price and Place
Promotion: A Blended Marketing Plan
Critical aspects: Loyalty and Trust
Financial Budget and Prospects

5. Online Gambling Online Auction
250 websites
€400 million
sales in 2010
4 million single
visitors monthly
Cent Bidding
The Market

6. The Business
CENT BIDDING
“in part a shopping experience, in part online gambling”
1/30/2015 5

7. Some Competitors
“With nearly 150 websites dedicated
to penny sales dotting the Internet
…
the landscape is ripe for growth.”
The Denver Post 25/01/10

8. 18 countries, 14
different
languages
Offices in New
York, Perth and
Malta
Pujas at € 0.50
each
Bidding time as
short as 15 sec
Product
categories, but
no clear star
products
Poor ranking on
Search Engines
Competitors
1/30/2015 7

9. Spain’s Online Demographics
Percentage Number
Total population Online 62.20% 29,094,000
E-commerce users 17.40% 8,138,836
Men Women
55%
45%
Gender
14-19
20-24
25-34
35-44
45-54
55-64
65 and above
10.80%
10.40%
26.70%
23.70%
14.90%
8.10%
5.40%
Age
Souce: Instituto Nacional de Estadistica, October 2011

10. Age
distribution Percentage
Total
Online
Involved in
E-Commerce Males Females
14-19 10.80% 3,142,152 878,994 483,447 395,547
20-24 10.40% 3,025,776 846,439 465,541 380,898
25-34 26.70% 7,768,098 2,173,069 1,195,188 977,881
35-44 23.70% 6,895,278 1,928,904 1,060,897 868,007
45-54 14.90% 4,335,006 1,212,687 666,978 545,709
55-64 8.10% 2,356,614 659,246 362,585 296,661
65 and above 5.40% 1,571,076 439,497 241,723 197,774
Souce: Instituto Nacional de Estadistica, October 2011
Total from the 3
segments 18.998.382 5.314.660 2.923.063 2.391.597
Spain’s Online Demographics

11. Segmentation & Targeting
Women between 25-45 & Men between 18-35 are the most attractive segment for
Pujalista’s positioning!
Lots of free time, Willing to try new products, Seek new time productive alternatives.
Function as influencers of the broader market.
Social Active: Social media, Group activities, Coffee Shops.
Impulsiveness & more disposable income suggests less price sensitivity
Men 18-35 Women 25-45
Marital Status Single Single/Married
Employment
Un Employed/Part Time
Students
Un/employed
Purchase Pattern Conservative Impulsive
Products Attention Grabbers Standard Offers
Preferred products Electronics, Sports Travel &leisure, Fashion
Disposable Income 700 Euros 2,000 Euros

12. For those who seek new opportunities,
PujaLista
is an online cent bidding platform
that can make your dreams come true
because it offers you great products at the lowest price,
through a safe and fun experience.
Positioning

13. 200.000 unique customers per month
€ 8 million sales in year 1
Establish Pujalista as the Cent Bidding
premier brand in the Spanish Market
75% monthly retention rate
Marketing Objectives

14. Product: the bid
13
Bid “packaging”: price per bid
reduces as package size
increases
1 A digital, Intangible product
2
3
4
5
Countdown bid time: Accelerates
towards reaching the “ceiling”
Ceiling price: Lower for higher cost
products (e.g. from 20% to 10%)
Personalization:
 Ability to search by product category / type / brand
 “Wish list” – notification system for specific products
 Recommendation system according to user history of purchases
10 30 50
€ € € € € €

15. Product: the offered products
1/30/2015 14
The product offerings will be
divided into the following categories:
“Attention grabber” Standard offers
Travel & Leisure
Fashion
Sports
Furniture
Consumer electronics
STAR
PRODUCTS
STANDARD
PRODUCTS

16. Market based Pricing Strategy
15
Product price ceiling
(% of retail price)
Product price
(% of retail price)
Retail
price
The ultimate goal is price parity or higher than competitor. The brand equity of the “sister”
brands in northern Europe countries suggest that premium price be possible (if trust is
established). Prices should be increased gradually, supported by incremental marketing
spending
2
Ceiling
Bid price
No. of bids
Bid price
1

17. Website
 The main platform
for Pujalista
 Products are
displayed according
to categories
Mobile / Tablet Apps
 Enables smart-phone / tablet
users to access and
participate in the auction
 Increases the accessibility of
the service, raises user
engagement and promotes
more spontaneous auctioning
 Available in news stands
 For users concerned in
disclosing credit card
information online
 Available only during the
launch phase and to be
phased out as Pujalista gains
customer trust
 Enables Facebook
users to to buy
bids
 News feed
 Word-of-mouth
within Facebook
friends
 Helps to build trust
Facebook App
Place
1/30/2015 16
Pre-paid Bid Cards

18. 1 2 3 4 5 6 7 8 9 10 11 120
Phase I Phase II
Brand Building
Social Gaming, Social Media Marketing, Bus-stop billboards
Creating Trust
Blogs , User Communities on Pujalista’s website , Social Media Interactions
Buzz Creation
Guerrilla Marketing
Viral Marketing
Social Gaming
Drawing-in Traffic
SEO & SEM
Rich-media ads
QR Codes
e-Coupons
Mobile advertising
Customer
Engagement
User communities
Social Media Marketing
Blogs
Personalization
Social Gaming
Customer
Retention
eCRM
E-mail Marketing (pull)
SMS Marketing (pull)
Personalization
Remarketing
Social Media Marketing
Market Research
Active : E-Surveys, E-mail Marketing
Passive: VRM
Months
Promotion: a blended mktg plan

19.  Viral video based on an offline event during the first month of
launch
 Uploaded on social media e.g. youtube, facebook and other
websites
 Offline event: during the championship
 Advertise on a maxi screen in Santiago Barnabeu Pujalista
 Bid for one ticket of the League with a weekend transfer
 Invite people to bid during the break, giving free Pujas to
the first 50 activating bluetooth.
 Bid allowed through SMS
 Record a video with the following message: “Why are
people so quiet in a stadium? Another match is
keeping them busy…Pujalista, pujas por tu suenos!!”
 Put the winner on the maxi screen
 Communicate the brand
 Create e-buzz (conversational capital)
 Build traffic
Viral promotion
1/30/2015 18
Objective
How

20.  Local event in Plaza del Sol (Madrid) and
Ramblas (Barcelona)
 Flash mob
 Plus simultaneous bidding
 Direct interaction with customers
 Create a customer experience and build
buzz around the brand (conversational
capital)
Guerrilla
1/30/2015 19
Objective How
http://www.youtube.com/watch?v=VQ3d3KigPQM&feature=player_embedded
1

21. Bus stop ads: chairs in the shape of chips (pujas)
“Street art”: stickers on bins with the slogan:
“ Don’t throw your dreams: puja por tu suenos”
Guerrilla
2
3
4

22. Ads on billboards. Redirect users to:
 Viral video
 Company website
 Special offers
 Discount coupons
Allow metrics of offline marketing tools
http://thebizloft.com/content/qr-code-quarkode-profila-gli-utenti/
Guerrilla
How5
6

23. Social media marketing
1/30/2015 22
Facebook Ads on profiles of target segments
Ads re-directed to Pujalista with option to
import personal information for registration
“Get a buddy” campaign
Automatic newsfeed updates
 Focused campaign
 Easy and quick registration
 Allow friends from FB to see who joined
Pujalista and what items they won (create
engagement and trust)
 “Invite 10 friends and get 20 free bids”
(referral marketing and virality)
# CTR
# Conversion rate
# fans or followers
# tweets per minute
# re-tweets or comments
# subscribers
# likes
Metrics

24. Corporate blog
1/30/2015 23
 Upcoming events
 Product releases
 Videos: educational information
 Not overly promotional
 Polls to engage users (“Which product
would you like to see in Pujalista?”)
 Winner’s panel
 Distribution through Social Media
# Visitors
# Page views
# of inbound links created
# of comments
# RSS subscribers
Metrics
Content
“A dead blog is worse
than no blog”

25. How
E-research
1/30/2015 24
Passive search: VRM
 Social media tracking
 Website/blog KPI’s
 Keywords KPI’s
Active search
 E- surveys (facebook polls,
e-mail surveys)
 Give free pujas/ discounts in
exchange for surveys
Objectives
 See who is the customer (target refining)
 Check what he wants
 Adapt the offer (product tuning)

26. Most Widely Visited Websites
September 2010 (Total Spanish audience, age 6+, Home & work):
Total Internet: 23,067,000 unique visitors (100.0 % reach)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Portals
Search/Navigation
E-mail
Multimedia
Blogs
Downloads
Photos
Newspapers
Sports
100%
92%
73%
71%
65%
58%
55%
55%
54%
Top 10 website categories in Spain ranked by unique visitors
Source: Instituto Nacional de Estadistica, October 2011

27. SEO (“free” organic traffic)
1/30/2015 26
On site
 URL, titles and meta
tags
 Content
 Landing pages
Off site
 Press releases
 Articles
 Interviews
 "How-to"s
 Posts on forums
Objectives
 Look good on Google
 Look good for the right keywords
How
 Keyword research
 Content creation
Where

28. SEM (paid traffic)
1/30/2015 27
 Mostly Google AdWords
 Other search engines
 AdSense and ad networks
Objectives
 To get traffic, we can’t get
organically
 Increase traffic and revenue fast
(SEO takes time)
 Good SEO lowers cost of ads and
improves results
How
 Keyword research
 Need huge lists with long tails
 Split testing ads and optimized
landing pages
Where

29. SEO and SEM
1/30/2015 28
COST
Not expensive
As much as
possible
METRICS
Traffic
Conversions
Organic Ranking
Impressions and
CTR
Conversions
ROI
SOME
TOOLS
Market Samurai
Senuke
Google Analytics
Keyword Spy
A/B testing
Google Analytics
SEO
SEM

30. SEO & SEM Competition

31. 1/30/2015 30
What is it?
 Affiliates are paid a percentage
 Getting other people to do your jobs
 Filling in the blanks
Some strategies affiliate marketers use:
 Review sites
 Tips and strategies
 Articles
 Classified Ads
 Posts on forums
 Videos
Affiliate Marketing

32. 1/30/2015 31
Affiliate Marketing Ranking

33. Affiliate Marketing “How-To”

34. Visitor Relationship Mgmt
1/30/2015 33
Objective
Development of more user-friendly website
Converting visitors to customers
How
 Collect data about navigation patterns of
anonymous users
 Analyze data to identify visitor
preferences
 Modify website according to analyzed
data
 Conversion Rates
 Dropout rates
Metrics
Tools

35. E- CRM
1/30/2015 34
Objectives
 Improve customer satisfaction
 Reduce customer-service cost
How
 Active and passive data collection
 Data aggregation
 Analysis and implementation
 Customer satisfaction ratings
 Number of sales per registered user
 Sales amount per registered user
Metrics
Tools
 Personalize marketing messages
 Enable mass customization

36. Email & SMS
 Helps in personalization by linking it to e-
CRM
 Keeps the user connected to Pujalista
 Helps in customer retention

 Click Through Rates
 Bounce Rate
 List size
 New Subscriptions
MetricsObjectives

37. Online Configurators
1/30/2015 36
Objective
To improve user-experience
To collect data about user preferences
How
 Customer satisfaction ratings
 Number of sales per registered user
 Customer interaction and feedback
 Customer satisfaction ratings
 Number of sales per registered user
 Sales amount per registered user
Metrics
Tools

38. User Community on Website
 Builds trust
 Engages customers
 Creates brand ambassadors
 Number of active users
 Number of unique registered
users/Number of visitors
 Number of posts
Create your Pujalista profile
Find out who else is bidding. Check
out their “Pujalista profiles”!!!
Chat with fellow bidders!
MetricsObjectives

39. Social Gaming
 Engages target customers
 Creates conversational capital
 Brings user traffic
Objectives Metrics
Example
 Virtual Treasure Hunt
 Multiplayer Facebook Game
 Winning Prize – 100 Pujas
 Number of unique users
 Conversion Rate
 Number of game invitations sent

40. Mobile Advertising
 Builds Brand
 Brings User Traffic
 Click Through Rate
 Conversion Rate
MetricsObjectives
”In-app ads perform 11.4 times better than standard banner ads, which means they are almost
as effective as search.” - Appsavvy
Sold for €50!
Buy Bids
Bid Now
Live Bids!

41. Building Trust
1/30/2015 40
 Offline sale of Pujas
 News stands
 Tobaccos
 Secured online payments
 PayPal
 Verified by VISA
 Blog and internal communities
 Referral marketing
 Real people posting comments
 Tutorial
 How does the bid work?
 Facebook campaign/app
 Referrals
 Notification when people purchase bids

42. How to Retain Customers
Loyalty
1/30/2015 41
 Personalization of the web page (profile, interests, customized notification)
 Create a wish list and notify people when the new products will be introduced
 Provide discounted pujas after a certain number of bids
 Give free bids to the lowest performers
 Enroll people to a loyalty program giving the members certain personalised customer
services like a small gift on their birthdays or points for every 500 bids they buy which
they can en-cash in a store
 “Tricks and tips for a perfect bidder” tutorial

43. Digital Marketing Plan
PERSONALIZATION
● Online Configurators
● Wishlists
● Customized notifications
PREDICTIVE MODELLING
● VRM
● E - surveys
PARTICIPATION
● User networks on Pujalista’s website
● Company blog
● Facebook community pages
● Wishlists
● Social gaming ● Mobile marketing
● QR codes
●Viral video
PEER-TO-PEER
● User networks on Pujalista’s website
● Company blog
● Viral video
● Facebook community pages/ app
DIGITAL MARKETING
PLAN

44. Budget
TOOL COST
Viral Promotion 20,000
Guerrilla Marketing 80,000
Social Media Marketing 20,000
Corporate Blog / User communities 30,000
E-research 5,000
SEO / SEM 100,000
Affiliate Marketing 20% of Sales
VRM 5,000
e-CRM 10,000
Online configurator 15,000
Social gaming 30,000
Mobile advertising 10,000
E-mail / SMS 25,000
Total 362,000

45. Thank You