1. Promotion techniques to build traffic

2. 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

3. 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

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

6. 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

7. 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

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

10. 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

11. 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

12. 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

13. 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

14. 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 advertising

15. 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 billion US dollars

16. 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”

17. 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

18. 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

19. 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

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