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Bulbtronics Marketing Plan

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Bulbtronics Marketing Plan Marketing Plan Overview Current State of Marketing BTG’s current marketing plan includes: • Trade Print – PLSN pub, Live Design, Light and Sound America, Stage Directions. • Email Blast Promotions • New Ecommerce Website with Learning Center (blog) • Social Activity to Share Industry News and Events • Branded Search Entertainment orders generate the most revenue/sale • $600 Entertainment • $220 Industrial • $190 Medical/Scientific 3 SWOT Analysis STRENGTHS OPPORTUNITIES • One-stop shop • Untapped markets • Exceptional customer service − Global Marketplace • New website − Consumer • Language capabilities – Spanish, • Data mine database – providing French, Chinese, Portuguese, Greek, relative and new information Arabic • Grow sales online with new website • Leader in entertainment lighting and supply WEAKNESSES THREATS • Challenges with new website development • Competitive pricing and old website functionality • Low online presence to date • Having inventory on hand in a changing • Grey Market low cost/low quality products market coming from overseas • Needs to be faster in making sure prices are • LEDs that are not replaceable products – current and refreshed evolution of LED with fixed light source • Lack of targeted content for marketing • Low awareness in certain areas 4 What We Need to Do in 2016 1 Build new BTG brand awareness 2 Break into the online lighting market 3 Increase website sales and conversion 5 Marketing Plan Activation 1 2 3 Increase Website Sales Introduce BTG Break Into Online Market and Conversion June – December September – December January 2017 6 Introduce BTG Messaging Activity Overview 1 Introduce BTG › Press Release › Trade Pub Ads › Emails – Announcement to all email lists • Bulbtronics current customers • 0 Energy customers › Direct Mail – To clients who have conducted business within the last year › Website – Pop-up window with announcement › Social – Social network cover images and posts on all networks › Collateral – Business cards and pamphlets by vertical › Paid Search – Branded search with adjusted ad copy to introduce new name › Website – New “About Us” page explaining new organization › Trade Show Booth Design 8 1 Introduce BTG TACTIC APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR LAUNCH ACTIVITIES Email Press Release Social Website Pop-Up Website “About Us” Page Paid Search FOLLOW-THROUGH ACTIVITIES Direct Mail Trade Pub Ads Trade Show Booth Trade Show Collateral Cinegear Live Design CabSat Based on plan approval date of May 1st Breaking Into Online Market Breaking Into Online Market A Be found organically B Create visibility with online shoppers C Stay top-of-mind with current and potential customers 11 Breaking Into Online Market A Be found organically SEO B Create visibility with Google online shoppers Shopping Stay top-of-mind with C current and potential Remarketing customers 12 Search Engine Optimization Search Engine Optimization Overview Organic Ranking Factors • With the advancements in social media, more refined crawl-bots and backlinks qualifiers, SEO optimizations are 19% becoming more about the user than ever before. 40% Backlinks • Based on the new search engine algorithms, we can Social estimate the ranking factors to fall into the four major Content buckets, with the weight that each tactic holds against 34% Technical your site’s rankings. 7% 14 Technical and On-Site SEO Strengthen the organic performance of BTG. Ranking Factors – Technically sound site when crawled by search engine bots. Will include both monitoring and actions needed from the following: • Website Crawl Reporting • Page Speed Analysis and Recommendations • Keyword Ranking Performance Content • Technical issues + Tech – Grade on-site content against high volume search terms, ensuring page is 53% indexed as a top search result. This may also include additional landing pages. • On-Site Content Page Grading • Landing Pages Per Vertical (3/mo.) • Monthly Audit and Page Ranking Reports • Optimize Current Content 15 Landing Pages to Capture SEO Opportunities Scientific Entertainment Industrial Manufacturing Batteries 0 energyO En e rgy/C u sto m s Consumer & Medical • Staging • Hotels • Hospitals • Bulbs That • Applications • Manufacturer • LED Strips • Live • Casinos • Doctors’ Go Into • Value • Design • Energy- Performance • Commercial Offices Equipment • Industries • Capabilities Efficient Bulbs • Production Facilities • Scientific • Appliances • Quality • Examples • Home • Theater • Transit Research • Task Lighting • Outdoor • Events Facilities WWW.BULBTRONICS.COM Google Shopping Google Shopping – What Is It? The power of prime shelf space online Google Shopping allows shoppers to quickly and easily find your product listings on Google. • Attract more potential buyers. Google Shopping helps you to reach shoppers while they are searching for items to buy on Google. • Control your product information. With Google Shopping, you can maintain the accuracy and freshness of your product information, so your customers find the relevant, current items they're looking for. 18 Google Shopping – How It Works 1. Inventory of all products. 2. Upload product information in .csv file Google AdWords. 3. Product ads are delivered based on keyword search relevancy. 4. You can dictate how much Google Shopping costs by increasing or decreasing your daily budget and your PPC bids. 19 Google Shopping: Search Market Landscape Queries grew by 15% in Q4 2015 in the Energy Efficient Light Bulbs Category Desktop queries grew by 1% while Mobile queries grew by 44% and Tablet searches grew by 2% YoY in the same period 2.5% Avg. CTR for PPC with the highest ROI in Mobile Space 20 Google Shopping: Search Market Landscape Energy-Efficient Light Bulbs: Q4 2015 Auction Metrics Source: Google internal search data, based on pre-categorised queries for the Energy Efficient Light Bulbs. Note: In-quarter metrics for Query Volume and Ad Depth are only available. 21 Competitive Paid Search • Estimated Spend - $70,653/mo. 1,000bulbs.com • Estimated AdWords Traffic – 42,205/mo. BTG • Position BTG as a Strong 2nd Player Bulbs.com › Based on our competitive analysis tools, it appears that all BTG competitors spend Stagelightingstore.com significantly less than 1,000bulbs.com Wholesale-leds.com › Great opportunity for BTG to take the #2 spot 22 MaximizeConsumers exposed to both text and Product Listing Ads (PLAs) Your Visibility in Search Results are more likely: Source: Google Think Insights - November 2013 looking at the Milward-Brown study measuring shoppers and natural search behaviors Remarketing Display General Remarketing Overview ─ Remarketing helps you reach people who have visited your website. Previous visitors or users can see your ads as they browse websites. Recommendations • Re-engage visitors with abandoned shopping carts. • Up-sell or cross-sell to existing customers that have previously converted, but may be interested in other products. • Reach customers within a certain time period after they completed a purchase. BTG New Products! 25 Dynamic Remarketing With the recent explosion in online advertising, today’s consumers are exposed to an exponential boom in digital display ads. But 80% of consumers say that the last ad they saw wasn’t relevant to them. Enter dynamic creatives: Dynamic, personalized ads that boost retargeting performance. A user visits a page (or product) on the site, doesn’t purchase, and is served the product in a creative ad unit on other sites they visit. • Across the web and Facebook, we’ve seen dynamic ads provide a 44% lift in ROI and a 115% increase in CTR. • Required: A minimum of 40,000 unique users and access to product feeds. 26 Email Remarketing SendRoll allows you to seamlessly retarget your site visitors with automated emails featuring product recommendations tailored to browsing behavior ─ in the same way that you can already retarget on social, mobile, native and the web through AdRoll. 1st A shopper visits your site but leaves before making a purchase. 2nd Later, SendRoll triggers an email. • Email remarketing uses the same website behavior analysis and dynamic product recommendation technology that we’ve recommended for web retargeting, and also complements the leading email platforms like MailChimp, HubSpot, and Constant Contact, among others. • Average open rates stand at more than 50% and average click-through rates on these emails are above 10%. That’s two-to-three times the performance of standard email blasts. • Spend will vary based on cookied users. 27 Break Into Online Market Strategy 2 Break Into Online Market TACTIC APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR SEO - Tech + Content Google Shopping Remarketing Potential Goals GOAL 1 Boost sales in the next quarter by X%. KPIs include sales, conversion rate, site traffic. GOAL 2 Increase online sales conversion rate by X% in the next year. KPIs include conversion rate, shopping cart abandonment rate, associated shipping rate trends, competitive price trends. GOAL 3 Grow site traffic by X% in the next year. KPIs include site traffic, traffic sources, promotional click-through rates, social shares, bounce rates. GOAL 4 Positive ROI By Vertical • (X) Entertainment Cost per Acquisition (CPA) • (X) Medical (CPA) • (X) Industrial/Commercial (CPA) 30 Monitoring Procedures In year one of plan activation, we can start to explore and define benchmarks Key Performance Indicator (KPI) Examples: Sales Marketing • Weekly, monthly, quarterly, and annual sales • Site traffic • Average order size • Unique visitors versus returning visitors • Average
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