Digital Marketing Plan for K-Tech, an office automation products company

1. KT International
www.ktmumbai.in
Digital Marketing Plan
By Kavita Lakhani
APDM13 - BKC Mumbai
Faculty: Priyanka Kapuria
CASH COUNTING MACHINE
FAKE NOTE DETECTOR
FAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTOR
ELECTRONIC SAFE
FAKE NOTE DETECTORELECTRONIC SAFE
CASH COUNTING MACHINE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
ELECTRONIC SAFE
ELECTRONIC SAFE CASH COUNTING MACHINE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
ELECTRONIC SAFE
FAKE NOTE DETECTOR
CASH COUNTING MACHINE
CASH COUNTING MACHINE
ELECTRONIC SAFE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
CASH COUNTING MACHINE
CASH COUNTING MACHINE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
CASH COUNTING MACHINE
CASH COUNTING MACHINE
ELECTRONIC SAFE
April 2, 2013

2. Contents
• Client Brief
• Digital Marketing Landscape
• Suggested Activities
www.ktmumbai.in

3. • K-Tech are importers-retailers of high-quality office automation
products
• Have so far promoted products through print ads and exhibitions
• Would like to explore digital marketing to increase sales
• Focus to be on 2 products initially: ‘Electronic Lock Safes’ and ‘Cash
Counting Machines’
• Competitors: Godrej, promoter driven firms and e-commerce sites like
snapdeal.com
www.ktmumbai.in
Your brief

4. Product range
www.ktmumbai.in
PRICE
RS 1495
ONWARDS

5. Customers
• 20-55 years M/F across India
• Individuals (Entrepreneurs/Professionals)
• Institutions (Retail/QSR/Hospitality/Jewelry/Others)
• Resellers (Stationary/Office Product Shops)

6. Is Online a fad or here to stay?

7. When I took office, only high energy physicists had
ever heard of what is called the Worldwide Web...
Now even my cat has its own page.
Bill Clinton (October 10, 1996)

8. Interact
BankLearn
TravelShop
Evaluate
Find
SearchListen
Watch
Play
Find info
Stay up to date
MeetCommunicate
entertain
DateWork
ONLINE IS IMPACTING THE WAY WE…

9. ?
Marketing 3.0?

10. Web 3.0?
“Read/Write/Execute”
= The Customer Customizes

11. © 2008 Bates141
Mobile 3.0?
The whole world in my hands
= My Device is Me

12. © 2008 Bates141
The Social Grid 3.0?
zero degrees of separation
= I’m the centre of my universe

13. Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce

14. Mass media as channels
Everything as channels

15. PAID
EARNED
OWNED
Three main classes of media

16. PAID

17. PAID
Media advertising

18. PAID
The store as media

19. PAID
EARNED

20. EARNED
Traditional mass media

21. EARNED
Blogs as media

22. EARNED
Viral videos as media
http://www.youtube.com/watch?v=VQ3d3KigPQM
“T-Mobile Dance”

23. PAID
EARNED
OWNED

24. The product itself as media
OWNED

25. The brand’s online properties as media
OWNED

26. The brand’s website as media
OWNED
www.ktmumbai.in

27. THEN NOW

28. More Consumers are using the Digital
Medium
More Marketing efforts are being
DIGITIZED
More Publishers have a Digital Channel

29. Consumers as audience
Consumers as media

31. Buying Snapshots
36% of the users
have spent between
Rs. 1000 to 5000
Source IAMAI Power Shopper Report
21% of Indian
online
shoppers are
female
36% of the users
have spent more
than Rs. 5000
71% of the internet
shoppers are in
the age band of
18 to 35
Urban Internet base: 99 million*
Active Internet users: 80 million*
79%
male audience
represents a
63.20 mln
strong market
*as of Dec 2012

32. Questions that we need to ask...
ARE WE PREPARED FOR ONLINE
OPPORTUNITIES?

33. Questions that we need to ask...
Are we Prepared For Online Opportunities?
ARE WE AS A LEADING PLAYER IN
OFFICE AUTOMATION PRODUCTS,
READY
TO HANDLE BUSINESS ONLINE?

34. www.ktmumbai.in

35. www.ktmumbai.in

36. So what’s our plan?
CASH COUNTING MACHINE
FAKE NOTE DETECTOR
FAKE NOTE DETECTORELECTRONIC SAFEFAKE NOTE DETECTOR
ELECTRONIC SAFE
FAKE NOTE DETECTORELECTRONIC SAFE
CASH COUNTING MACHINE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
ELECTRONIC SAFE
ELECTRONIC SAFE CASH COUNTING MACHINE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
ELECTRONIC SAFE
FAKE NOTE DETECTOR
CASH COUNTING MACHINE
CASH COUNTING MACHINE
ELECTRONIC SAFE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
CASH COUNTING MACHINE
CASH COUNTING MACHINE
ELECTRONIC SAFE
FAKE NOTE DETECTOR
CASH COUNTING MACHINE
CASH COUNTING MACHINE
ELECTRONIC SAFE

37. Objective
INCREASE SALES
www.ktmumbai.in

38. Suggested activities
• Redesign the website/SEO
• PPC advertising
• Social media campaign
• Email campaign
• Affiliate marketing
www.ktmumbai.in

39. Suggested activities
• Redesign the website/SEO
• PPC advertising
• Social media campaign
• Email campaign
• Affiliate marketing
www.ktmumbai.in

40. www.ktmumbai.in

41. Current website needs to be
redesigned…critical for several reasons:
for better online user experience
ease of navigation
needs to be SE friendly to rank higher in organic search
www.ktmumbai.in

42. Suggested activities
• Redesigning the website/SEO
• PPC advertising
• Social media campaign
• Email campaign
• Affiliate marketing
www.ktmumbai.in

43. PPC Advertising
on Google Adwords
will ensure your website shows at top position for specific keywords
related to your category
related to your competition
related to the purchase cycle
www.ktmumbai.in

44. We have created Ads for 2 products
(as requested)
Electronic Lock Safes
Cash Counting Machine With Fake Note Detector
www.ktmumbai.in

45. Ad 1
Electronic Lock Safes
Cash Counting Machine With Fake Note Detector
www.ktmumbai.in

46. Text Ad

47. Text Ad

48. Keywords

49. Negative Keywords

50. Estimated Traffic For Chosen Keywords

51. Huge opportunity for the brand to enter 3 global markets - US, UK, Canada.
The max CPC bid set (Rs. 12) for the campaign will need to be changed.
Possible New Markets For Your Products

52. Display Ad Creative
Link: https://adwords.google.com/da/b/dabAdPreview?ad=33856633169&adGroup=9326373209&destinationUrl=http://www.ktmumbai.in/electronic-digital-safes.html%23double-lock-electronic-
safe&height=280&hl=en_US&irsKey=4583854136428068864&isExpandable=false&ocid=2854350281&outputFormat=FLASH&s=89&templateId=31&visibleUrl=www.ktmumbai.in&width=336&sig=ACiVB
_yjyvK2u2WgjTXY0-0ZAHt_wahF-Q

53. Display Ad Has Been Created in 5 Sizes

54. 300x250
120x600160x600
728x90
336x280
Display Ad in 5 Sizes

55. Display Ad Targeting

56. Display Ad Targeting – Keyword Exclusions

57. Ad 2
Electronic Lock Safes
Cash Counting Machine With Fake Note Detector
www.ktmumbai.in

58. Text Ad

59. Text Ad

60. Keywords

61. Estimated Traffic For Chosen Keywords

62. Display Ad Creative
Link: https://adwords.google.com/da/b/dabAdPreview?ad=33879451529&adGroup=9331266809&destinationUrl=http://www.ktmumbai.in/currency-counting-machines.html&height=280&hl=en_US&irsKey=-
8937296097903116288&isExpandable=false&ocid=2854350281&outputFormat=FLASH&s=89&templateId=97&visibleUrl=www.ktmumbai.in/%2B919223355664&width=336&sig=ACiVB_xxox4a52qwnjkjwWkCHdrgScL5_Q

63. Display Ad Has Been Created in 6 Sizes

64. 300x250
120x600160x600
728x90
336x280
468x60
Display Ad in 6 Sizes

65. The Display
Ad Will Be
Placed On
These Sites

66. We will create several Ad Groups and KWs in each Ad Group

67. Suggested activities
• Redesigning the website/SEO
• PPC advertising
• Social media marketing
• Email campaign
• Affiliate marketing
www.ktmumbai.in

68. Goal
Branding, Engagement and Dialogue

69. • Build an online community of brand
users/ambassadors
• Promote existing products
• Introduce new products
• Encourage user endorsement/feedback
• Invite feedback on desired products (ideas for
portfolio expansion)

71. At the outset, we will use 3 platforms
Facebook, LinkedIn and YouTube

73. INDIA
Social Media Presence
Branded ‘Page’
• Targeted at Existing & Potential Customers, Employees
• Updates on Product, Marketing Initiatives & Customer Driven Events
• Updates on Customer Relevant Content, unrelated to business
• Price-offs and contests to build affinity
• Long-term goal of increasing Interactivity via applications
• Branding, Updates, Monitoring & Responding

74. Daily Updates
Feedback from Customers
Daily Engagement
Reporting of Happenings/
Customer Reactions/Daily Deals
Regular Contests
Daily Fan Acquisition

75. Content Buckets:
1. Existing Product Features &
Services
2. Special Deals on New
Launches
3. Content on Productivity
Enhancing and Cost Saving
Technology-Tips
4. Customer Offers & Contests
5. Invited User Generated
Content
• The recommended content strategy divides the possible
content into buckets
• Buckets 1-2 are aimed at driving Awareness about products
among both existing and potential customers
• Buckets 3-5 are aimed at increasing Relevance and
Interactivity with users
• We will develop a content calendar structure and identify
content sources
Content Strategy

76. Date Weekly Activity Plan On FB
Activity
recurrence
SMM goal Edge
factor
Integrati
on
15-Apr-
13
Introduce Smart Office Product Tip of the Day.
Get users to like and post comments/tips. Every week, the user tip with maximum likes
gets a K-Tech office goodies bag. The Smart Office Product Tip of the day needs to be
posted daily. We recommend this activity is thematised weekly focusing on 1 product
category per week -for e.g.. week 1 is on Cash Counting Machines, week 2 could be
electronic safes, week 3 could be fake note detectors etc.
Daily
Brand
awareness,
attract
customers,
retain
customers,
increase in
sales, service
customers,
build a
community
Comments,
like, share,
reply, send
an email
Integratio
n
recomme
nded
between
your
Website,
FB Page,
LinkedIn,
Email
16-Apr-
13
New In The Market.
Announce latest product launch. Provide a special offer only to followers of the K-Tech FB
page and who have liked the featured product. Offer price available for a limited period
(say 1 month from date of launch).
As and when
possible
17-Apr-
13
Hot Seller of The Week.
Post name and pic of the most selling, most popular product of the week and state its
features. Get users to like and post comments.
Weekly
18-Apr-
13
Meet Our Customer.
Client case study. Share a customer story (ideally a repeat/loyal/premium customer).
Seek his prior approval. Encourage him to post his feedback on product features and
servicing by K-Tech. Get real users/buyers to join the discussion and endorse products.
Fortnightly
19-Apr-
13
Technology Made Easy FB chat .
Talk to our expert to seek advice, compare product models, which products to buy to
achieve a certain goal, discuss service issues…seek user views and feedback. Introduce the
"talk to our expert" feature as a free offering - this will be a weekly activity. Users can post
their queries based on the subject and expert will respond to their queries on a real time
basis.
Weekly
20-Apr-
13
WOW Smart Office Product Monthly Contest.
Users have to upload pics/videos of 'WOW Smart Office Products'. Selection will be made
by the users through likes. Winner wins a 50% discount on any product of his choice from
the K-Tech range.
Monthly

77. Technology
Made
Easy
Have you listed down all your office
technology queries? Join us for our Live Chat
tomorrow at 4pm. Like us and you could win
attractive K-Tech goodies!
Weekly Live Chat
Guess the price for the displayed product and win a 50% discount on
any product of your choice from our entire range!

78. We created your FB page…

79. At the outset, we will use 3 platforms
Facebook, LinkedIn and YouTube

81. Our existing/potential customers are on LinkedIn

82. Sample Company Page (of another company)
Company Page will contain complete details of your company

83. Products & Services – Company Page
Information on Products and Services Offered
• A description and image can be put for each product line/service
• Opportunity to get recommendations for each of the offerings
http://www.linkedin.com/company/thomson-reuters_1400/products

84. Careers Section – Company Page
Openings at K-Tech
• Info on the latest openings can also be posted
• Details such as Job Title, Experience, Function, Compensation, Description, Desired
Experience can be added in this section
http://www.linkedin.com/company/facebook/careers

85. Taking Part in Q&A’s
Identify Seeding Opportunities
• We will identify and provide suggestions for a K-Tech promoter/rep to participate in
relevant conversations
• Participating in Q&A sessions helps to increase credibility for the brand

86. Taking Part in Discussion
Threads (Groups)
Groups
• We will identify relevant groups to initiate as well as participate in relevant
discussions
• Answer questions on groups
• Participation in discussion threads can help K-tech become a LinkedIn Office
Automation Technology expert

88. • Company credentials and
product showcase video
• Separate product demo
videos
• Client speak (testimonials)
Branded K-Tech Channel

89. Suggested activities
• Redesign the website/SEO
• PPC advertising
• Social media campaign
• Email campaign
• Affiliate marketing
www.ktmumbai.in

90. Email Campaign
Targeting existing customers
Potential customers-leads gained through:
Offline marketing (ads, exhibitions, direct call-ins)
Integrated with Facebook, LinkedIn
www.ktmumbai.in

91. Email
Creative

92. Suggested activities
• Redesign the website/SEO
• PPC advertising
• Social media campaign
• Email campaign
• Affiliate marketing
www.ktmumbai.in

93. Lastly, we would like to recommend
affiliate marketing for K-Tech
3 proposals attached…
www.ktmumbai.in

94. Next Steps
• We would request feedback and inputs from you
– On the activities recommended in this plan
– On the attached digital marketing brief
– Your timelines
– Your budgets
www.ktmumbai.in

95. Thank you!
www.ktmumbai.in