B O B S T E E L D I G I T A L M A R K E T I N G P L A N 1 | PAGE TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 1.1. Key Findings 1.2. Key Recommendations 2. INTRODUCTION 2.1. The purpose of the plan 2.2. Background information 3. SITUATION ANALYSIS 3.1. 5C Analysis 3.2. SWOT Analysis 3.3. Website report card 3.4. Conclusions 4. OBJECTIVES 4.1. Profit 4.2. Sales 4.3. Customer acquisition and conversion 4.4. Traffic 4.5. Website visibility / Promotion Objectives 4.6. Other Objectives 5. STRATEGY 5.1. Market segments and target market 5.2. Positioning 5.3. Competitive Strategy 5.4. SWOT Strategies 5.5. Product / Market Strategies 5.6. Revenue Model 5.7. Summary: Keys to Success 2 | PAGE 6. TACTICS 6.1. Online marketing mix 6.2. Improving website content, structure and functionality 6.3. Search engine optimization 6.4. Online advertising 6.5. social media marketing 6.6. E-Mail marketing 6.7. Mobile Marketing 6.8. Other tactics 7. ACTION (Implementation) 7.1. Skills, Structures and Systems 7.2. Budget 7.3. Action Plan (Activity Schedule) 8. EVALUATION AND CONTROL 8.1. Process 8.2. Key Performance Indicators 3 | PAGE 1. EXECUTIVE SUMMARY 1.1. KEY FINDINGS Bob Steel has earned much respect in the field of piano maintenance, using his many years of experience, as well as his passion for music and the piano, to assert himself as one of the top piano technicians in B.C. With this strong business plan, and a solid foundation of quality service, our job as marketing professionals is simply to expand Bob’s reach when it comes to communicating his message to consumers. Our next job is to simplify the purchasing process for those who seek his services. Bob has a loyal customer base who values his expertise, and is willing to pay a premium price to get the best possible service. Unfortunately, this customer base ranges from 50-85 years old, so Bob must begin to prepare for the day when they no longer require his service. 1.2. KEY RECOMMENDATIONS Our social media marketing campaign will use Bob’s strengths (high quality service, low competition, strong business values, impeccable reputation) and opportunities (growing use of technology, younger generation enjoying the piano), in order to fortify his weak points (marketing, booking options). We will use paid Instagram ads to grow his following on that platform, and target them in residential areas that are likely to house piano owners. We will also geofence all of the local music stores like Long & McQuade to use one example, in order to make sure that we capture everyone with an interest in playing instruments. Once we have a substantial following (over 500 followers), we will run an Instagram promotion which offers a 40% off coupon for your first service, on the condition that you sign up for the email newsletter. Bobsteel.ca should be the final touch point for Bob’s customers. It is where they will be directed to through our email campaigns and social media posts, so it should have all the answers they are looking for. We will update Bob’s site with new material, including a new high quality video in which he can introduce himself and his services. Our most important landing page will feature a “click to book” button, which allows the customer to book a service on the spot. 2. INTRODUCTION 2.1. THE PURPOSE OF THE PLAN The purpose of our marketing plan is to grow Bob Steel’s following, and expand his customer base, mainly among young musicians aged 18-30, and secondly, middle aged musicians aged 30-50. We will do this using social media, and use email marketing in order to convert these followers into customers. Our goal is to make three sales in the first week of the email marketing campaign, and one sale per week for the following twelve months. This will increase as our following continues to grow, ultimately leading to three extra sales per week in the following twelve months. Our goal is to increase the website’s traffic by 100% at the end of the year, and to increase Bob’s revenue by 10% in the first year, and an additional 5% the next year. 2.2. BACKGROUND INFORMATION Bob Steel has over thirty years of experience as a professional piano tuner, having learned to play the piano at age five, and studied piano in university. He is a registered member of the Piano Technicians Guild, and offers a premium service for a premium rate. His customer retention is due to Bob’s well-intentioned, and extensively trained piano enthusiasm, who will not settle for supplying anything but the best service. 4 | PAGE Bob Steel provides four different services: 1. Tuning and maintenance: This is his most common service, and usually occurs every 8 months per customer. 2. Repairs and reconditioning: Bob is also a repair man. Using his connections and experience, he can order hard-to-find parts and fix any issue that a piano may face. 3. Appraisals and inspections: Bob also lends his services to those looking to buy and sell pianos. He provides appraisals in order to ensure that pianos are fairly prices, and will inspect a piano before it is sold, just as a mechanic would inspect a used car. 4. Used piano advising: Bob advises those who are looking to purchase used pianos, helping them to make a sound, informed decision before they make a big purchase. 3. SITUATION ANALYSIS 3.1. 5C ANALYSIS ● Customers: market segments, target market ● Context: Social, Technology, Economic and Political factors and trends ● Competition ● Company: resources and capabilities ● Collaborators: distributors, partners, agencies, supplier Customers Bob Steel’s customers include anyone in the Lower Mainland and North Shore of British Columbia who own a piano. Customers can be segmented into three targetable demographics: institutions that have anywhere from 1–30 pianos; wealthier suburban families; and professional musicians. Households include families who either have an amateur or professional musician—this includes parents, young adults, or young children who are learning how to play the piano. Institutions that use Bob’s services include schools, piano shops, music studios, churches and retirement homes. Bob’s customers who are musicians include, professional musicians and piano teachers. The majority of Bob’s customers are between the ages of 30–85. Bob has noticed that he is beginning to receive some calls from younger clients for his services. BC does have an aging population, and as Bob’s clients are likely not going to be calling him for his services as they retire and move on, we recommend that Bob begin focusing on targeting more younger demographics. This can be done more effectively by using digital marketing strategies, such as using social media, and other online and email campaigns. Bob’s customers have always preferred high-quality sound, which is why they are willing to pay a bit more for Bob’s services. Bob focuses on building a strong brand of trust as he knows his customers need to feel comfortable with inviting him into their home, work on their prized piano, and prove his services are worth their price. Bob has previously relied on more traditional networking techniques to build this trust and prove his value, but we believe that through certain tactics, we can translate this online. Context No political factors really come into play in Bob’s area of work; however, economic, social and technological factors do. Vancouver is known as one of the most expensive cities to live in now, as well as one of the most diverse cities. Many of Bob’s clients are either wealthy, or come from a completely different culture where they don’t quite understand how Bob’s services work. With these two things in mind, Bob could try targeting this wealthier clientele who are willing and able to spend a little bit more for his services. He could also try to make his online communication as clear as possible to earn the trust of potential clients who are new to 5 | PAGE needing piano services in Canada. For many people, having a nice piano in the house is a status symbol, and being able to play has traditionally been a sign of intelligence. By targeting a wealthier demographic and by proving that he provides not only exceptional service but experience, Bob could achieve a new brand of top quality that would compliment his original brand of trust. Bob can use more digital marketing strategies to reach these target audiences as more people are relying on using the internet to find specific services. Competition Bob has the advantage that the services he provides are very unique. There are only six registered piano technicians who are located in North Vancouver—including Bob—and four who are located in Vancouver. These piano technicians are all members of the Piano Technicians Guild, but they all work independently. Having so few others in this industry, competition is quite low. There are other piano tuners who are not registered piano technicians and offer lower prices for their services; however, they often do an inadequate job and end up calling someone from the Piano Technicians Guild to fix the damage they have done. With this in mind, Bob should emphasize wherever possible his credentials to promote his superior services so that they choose him first. Company Bob has been an established piano technician for 30 years in North Vancouver.