Promotion techniques to build traffic

introduction The goal of this PPT is to give a brief overview of ways to promote your company online and offline. The idea is to give this overview from various companies in diverse markets: Dot-Com Start-Up Well-established B2C brand with high brand awareness Well-Established B2C Brand with low Brand awareness Common B2C Product Specialist B2B product Small business aiming to export electric motorbikes

Dot-com start-up Best Promotional Mix for Dot-Com (Airbnb) For start-ups for not so well known names it is important to buy different kind of keywords which relate to the pronunciations of the word. In the table bellow the price for keywords is displayed in price per click. In the graphs bellow you will see that it is important to link certain keywords to your website as well. Ad group Keyword Currency Avg. Monthly Searches (exact match only) Competition Suggested bid Seed Keywords airbnb EUR 1 mln. – 10 mln. 0,15 0,08 Keyword Ideas rb&b 10K – 100K 0,16 0,62 air b en b 1K – 10K 0,21

Dot-com start-up You can see that with the right keyword advertising, the traffic on your webpage will increase.

Dot-com start-up – Marketing Start-Ups, especially Dot-Com Start-Ups should focus on using SEO/SEM to position their self online When names are confusing or easy to spell wrong, keyword research has to be done to make people find the website online So, establishing brand awareness is important, either on- or offline Online partnerships (e.g. Affiliate marketing and sponsorship) can help to introduce the brand name Social media marketing is also a strong trigger to reach potential new customers and get them to know your brand

Well-established B2C brand with high brand awareness Company: Apple These are the suggested key words for Apple. Keywords that are related are the names of the products instead of the company. Ad group Keyword Currency Avg. Monthly Searches (exact match only) Competition Suggested bid Seed Keywords Apple EUR 1M – 10M 0.11 0.07 Keyword Ideas iPhone 4s kopen 1K – 10K 1.00 0.35 iPhone 4 kopen 0.41 iPhone kopen 0.95 iPhone 5s prijs 0.37

Well-established B2C brand with high brand awareness Keyword: iPhone (Red) Keyword: Apple (Blue) Users google the product instead of the company.

Well-established B2C brand– Marketing Online PR might one of the most effective and important Marketing techniques for well-established B2C brands Companies have to establish their products in the right way, as they might be even more popular than the brand itself SEO/SEM is important to link the brand to the product in online research platforms Interactive Advertising is a way to gain attention and inform existing customers about new products All online marketing channels also have a direct link to offline communications and distribution channels -> Products (B2C) have to be available on- and offline

Well-Established B2C Brand with low Brand awareness Creating brand awareness is one of the most important tasks of marketers Companies should make sure their product gets as much visibility as possible, while keeping their quality up Visibility comes from well-placed repetition, via a number of mediums both online and offline Creating a good webpage is key, as well as engaging in SEO and SEM techniques so that your website has top positions in online searches

Well-Established B2C Brand with low Brand awareness Social Media Usage to reach your consumers and engage with them on a personal level is key Encourages dialogues and word-of-mouth advertising

Well-Established B2C Brand with low Brand awareness Using Traditional Media can be sensible because you can negotiate a lower advertising rate, but reach your exact target market by clever selection of the media Create ads that capture attention and explain the value of your product Cooperate with local newspapers Sponsor public events that fit your target market, and engage with charities. This will have your product be seen in a favorable light, but pick charities that make sense for your product! Keep networking with business leaders and media sources

Common B2C Product Brand: Axa; Product: Home insurance Interactive website that makes engaging with the product attractive Well-placed social media presence on the most popular platforms (Facebook, Twitter, LinkedIn, Google+) SEO and SEM efforts, number one spot by googling „home insurance“ Heavy engagement in Online advertising and e-mail advertising

Common B2C Product Usage of Traditional Media as part of the mix TV ads Print ads Digital banners Successful? Axa is recognized as #1global brand in insurance, with business world wide and a value of 9.254 billion US dollars

Specialist B2B Product Brand: Xerox; Product: Hardware Business Services Working out a brand new marketing campaign called “Work Can Work Better” Importance of the company spread beyond technology and involved into one of the largest business-service providers Humor playing a major role in Xerox’s recent Marketing campaign TV ad showing business executive in various setting being bombarded by jargon – including the cringe-worthy “Bigger Data”

Specialist B2B Product Promotional measures accompanying Marketing of specialist B2B products Word of mouth Referrals Publications in specialist journals Direct and especially personal Marketing Digital promotion focusing on website

Small business aiming to export electric motorbikes Company: Zero Motorcycles Interactive Webpage that encourages high engagement and responses SEO/SEM are heavily used Promotion efforts listed on webpage with detailed descriptions of each for B2B and B2C selling

Small business aiming to export electric motorbikes B2C B2B Dealers are encouraged to fill up their stock of electronic motorcycles due to an end-of-the-year price reduction for B2B clients Students who recently passed their driving lessons are adressed to purchase their first electronic bike for a discount

Small business aiming to export electric motorbikes Incentives for purchase listed, through sound tax reduction plan for end-consumers Customer service through e-mail marketing and Chat, Social media accounts on Facebook, Twitter, and Google+