Passion + Vision = Passitivision

Transcription

1 Passion + Vision = Passitivision Chennai Mumbai Kolkata Bangalore

2 Vision/Purpose statement We believe it's time to rethink the agency function. We offer our clients the one thing they really want from their agency Results. We even tie our compensation to the results we deliver. We believe in investing in risk as much as our clients do.

3 Key Capabilities Our services include: Full Service advertising Strategy, creative, media planning & execution and production. Digital advertising Strategy, creative, SEM/SEO /SMO, development of portals including e-com portals & mobile applications. Guerilla Marketing Below-the-line events, road & trade shows, exhibitions, community marketing. Customer Engagement Identify customer touch points, create and manage retention programs, database management, fulfillment.

4 Key Capabilities Advertising Brand Muscle Template a brand building tool drives strategy and creative Strategy and Creative development for all media Market segmentation and market sizing Corporate Design manual/brand Identity manuals Guerilla marketing

5 Key Capabilities (contd.) Digital SEM/SEO with proprietary tools like TNT Target Words Bid optimizer Key Capabilities Social Media Optimization Pay for performance Design and develop websites/portals including e-com Mobile applications & integrations

6 Planning Framework for Digital Marketing Strategy How do we monitor performance? 6Ss+ Web analytics KPIs Usability testing Customer satisfaction surveys Site visitor profiling Frequency of reporting Process of reporting and actions The details of tactics, who does what and when Responsibilities and structures Internal resources and skills Where are we now? Goal performance (6Ss) Customer insight E Marketplace SWOT Brand perception Control Actions Situation Analysis Tactics How exactly do we get there? S Social Currency T Triggers E Emotional Connect P - Propagate P Practical Value S Story Telling Objectives Strategy Where do we want to be? 6Ss objectives: Sell customer acquisition and retention targets Serve customer satisfaction targets Sizzle site stickiness, visit duration Speak number of engaged customers Save quantified efficiency gains Share Creating & sharing dialogues and trialogues How do we get there? Segmentation, targeting and positioning Online Value Proposition (OVP) Sequence (credibility before visibility) Integration (consistent OVP) and database Tools (web functionality, , etc.)

7 Online Delivery Model RESULT LEVEL 8 Measurable Returns Generate Keywords Set-up campaign MIS & Analysis LEVEL 7 Optimize the campaign LEVEL 6 Create relevant ads LEVEL 5 Create relevant LPs LEVEL 4 Lifestyle categories LEVEL 3 Related Products LEVEL 2 Competition & its features LEVEL 1 Brand & its features Continue for campaign duration

8 Digital Marketing Components Search Marketing Search Engine Optimization (SEO) Paid Search : PPC ORM Social media: Blogs and forums & communities Brand Protection Online Partnerships Affiliate marketing Sponsorship Co-branding Offline Communications Advertising Sales Promotions PR Sponsorship Website & partner microsites Offline Communications Direct Mail Exhibitions Merchandising Word of mouth Interactive ads Site-specific media buys Ad networks Contra-deals Sponsorship Opt-in s In-house list Third Party lists Co-branded Newsletters Viral marketing Pass-along s Word-of-mouth Generating media mentions

9 Key Capabilities Optima CRM Campaign Management Solutions Lead Management SEO/PPC Analytics Lead Management Solution Sales Tracker Service Tracker Key Capabilities Marketing Intelligence A first of its kind application Measures actionable online buzz

10 Key Capabilities IMAGE MANAGEMENT LEAD GENERATION CUSTOMER CONVERSION FULL SERVICE AGENCY INTERACTIVE MARKETING & ONLINE ADVERTISING RESPONSE MARKETING & CUSTOMER RELATIONSHIP MANAGEMENT Brand Muscle Template Strategy & Creative Market Segmentation & Sizing Corporate Identity Activations Tools for Pay per Performance SEM Search Engine Marketing SEO Search Engine Optimization Marketing / Media Buying Online Reputation Management Proprietary tools Targeted Network Topography Bid-optimizer / Target words Website Design & Development E-Commerce Portals / CMS Web 2.0 (Blogs & Forums) Mobile Applications Customer Relationship Management Marketing Intelligence Lead Management Solutions

11 Partial List of Clients

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13 CASE STUDY Kaya Skin Clinic Market India Winner of IAMAI 2012 Best Search Campaign

14 Background Kaya Skin Clinic is a Marico group offering with clinics across India, offering Premium Skin and Hair care services. Optima was given the responsibility of giving their website a fresh look and optimize the website to drive footfalls in Clinics across India. The Online marketing included both SEO and PPC.

15 Kaya Strategy Optima applied its proprietary Bulls Eye Matrix tool to protect the Kaya turf, wean away people searching for competition. The Bulls Eye also made the Kaya campaign leverage the width and depth of searches and related content making the campaign reach far and wide. Optima also devised focused campaigns based on seasons & offerings to leverage every single opportunity in skin care services.

16 Results Kaya campaign has resulted in a Click-to-conversion of over 18%... with over 50% converting into a sale a phenomenal number in online marketing. In addition, innovations like lead forms across the services pages also added to Free leads through SEO. Overall, Optima has been delivering 30,000 leads/ month with conversions going up and cost per lead going down every month.

17 Kaya Skin Clinic

18 CASE STUDY HDFC Securities Market India

19 Background HDFC Securities was entering the market after a two year ban by SEBI. They wanted to quickly ramp up the numbers for their Demat Account and Online trading account. The competition was extremely intense from private broking firms as well as private sector banks. So much so, HDFC Securities was not even in the consideration set of the investors.

20 HDFC Strategy Online will be used only to ramp up the numbers for Demat and trading accounts. The advantage envisaged was that there could be multiple communications based on the need gaps for each of the audience cohorts. Example: The new investor would want advice and hand-holding during his growth process, while for the active professional trader, the cost per trade would be the key. Separate campaigns were created for The New Investors The Active Trader The IPO Investor The Mutual Fund Investor

21 Results Each of the campaigns was contextually targeted through search and content networks. The success was seen in close to 3500 leads being delivered in under a month. The key differentiator in the campaign was that the delivery was made at a cost, 33% lower than original estimates.

22 HDFC Securities - LPs

23 HDFC Securities - LPs

24 CASE STUDY Mpingi Digital Phone Market USA

25 Background Mpingi is a digital phone service launched in the US. Targeted at ethnic minorities where the felt need to keep in touch with their home country is high. The initial launch was for the Indians living in the US. The objective was to keep the cost of acquisition low vis-à-vis the industry average of $600.

26 Mpingi Strategy The campaign was strung around the key proposition of unlimited calling to home country. An integrated campaign in Print, TV, Online, Events, Radio and community meetings was used. The brand values and identity was built around the emotional touch-points while the rationale of low-cost and any-time calling was communicated through online and events.

27 Results Delivered 65, 000 qualified leads per year. The conversion rate is 20%... at a cost of little over $100/customer. In various studies, the recall of the brand is high so much so, the no. of brand name searches on the internet is higher than Reliance, the market leader. Optima is also the fulfillment partner for MPINGI in the US & all customer orders are shipped out from our warehouse in Austin, Texas. Finally, with the success of the brand in US, it is being extended across other ethnic minorities.

28 Mpingi Digital Phone

29 Sample Work Websites

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40 Social Media SF Sonic

41 Overview

42 Virals

43 FB Posts

44 Banners

45 Banners

46 Social Media Sun Direct

47 Responsive Website Mobile View

48 Mailers / Banners

49 Mom & Me Mailers / banners

50 Banners

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52 Mobile App Design Approach

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65 Android App

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73 Let s discuss