Talwalkars_DigitalMktng

TALWALKARS DIGITAL MARKETING STRATEGY

2

Background

1. Impact Target Areas For The Promotion

2. TG Segments & Searching Attributes

3. Online Visibility Landscape For Health and fitness

4. Online Visibility Landscape For Talwalkars

5. Proposed Digital Marketing Services & Rationale

6. Intervention – ODA (Online Display Advertising)

7. Intervention – MMT (Mobile Marketing)

8. Intervention – EMT (E-mail Marketing)

9. Intervention – BLG (Blogging/Article Writing)

10. Intervention – MSD (Microsite Development)

11. Value Of A Relationship With Webisdom

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a. Create awareness of the upcoming property within TG

b. Create a brand buzz

c. Drive guest traffic to the physical + virtual addresses of the same.

d. Create a strong dormant interest in TG for the property

e. Deepen brand involvement across all TG segments

Core objectives

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1. Webisdom Management Services Pvt. Ltd. (“Webisdom”), being

suitably qualified, is proposing via this document, an outline of a

digital marketing strategy to meet the objectives as stated.

2. Webisdom’s competency for this project accrues from the

following:-

a. Domain know-how: Fitness First(in fitness) is prominent amongst our clients, giving us adequate domain grip.

b. Demonstrable Capability: We have, for example, consistently kept clients like Ferns & Petals, IFB Appliances and Domino’s Pizza, Le meridian, Make my trip, yatra.com, Delhi Police on top in natural search rankings since over 02 years now!

c. Strong Credentials of Founders: Webisdom has been founded by IIM-A alumni who have strong experience in digital marketing along with rich cross-industry expertise [detailed further in this document]

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1. Background



4. Online Visibility Landscape For Health & Fitness



7. Intervention – SEM (Search Engine Marketing)







A Promotion strategy needs to address following components:-

TG-SEGMENTATION – profiling by demographics, preferences, lifestyle, locus & expected income brackets

BRAND – online & offline visibility, perception, awareness, hype, recall & value

CUSTOMER BASE – continuous augmentation qualitatively & quantitatively

CUSTOMER ENGAGEMENT – breadth & depth

MARKETING PERFORMANCE – optimization & agility

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1. Background













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1. Background













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Global search volume for the single month of Dec, 2010 on:-

“club” “fitness” “clubs” “gym” “gyms” “fitness first” “gold’s gym” “health and fitness” “fitness club”

124,000,00016,600,000

74,80,00091,40,00010,00,000

8,23,0005,50,0003,68,0003,01,000

Direct threat from competition brand!

Direct threat from competition brand!

Above is as per Google Adwords analytical tool which tracks search volume (volume is across desktop, laptop and mobile phones)

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1. Background













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Global search volume for the single month of Dec, 2010 on:-

“Talwalkars ” “Talwalkar gyms” “Talwalkars Bangalore” “Talwalkars Delhi” “Talwalkars gym Mumbai” “Talwalkars gym fees

“Talwalkars membership” “www.talwalkars.net” “Talwalkars india”

1810036001000

210210140140140

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Very low search volume, especially when compared to competition

brand!

Very low search volume, especially when compared to competition

brand!

Above is as per Google Adwords analytical tool which tracks search volume (volume is across desktop, laptop and mobile phones)

http://www.talwalkars.net/

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The Challenge Of Eventually Garnering Keywords Directly On The Brand(s) And With Volumes

“club” “fitness” “clubs” “gym” “gyms” “fitness first” “gold’s gym” “health and fitness” “fitness club”

124,000,00016,600,000

74,80,00091,40,00010,00,000

8,23,0005,50,0003,68,0003,01,000

“Talwalkars ” “Talwalkar gyms” “Talwalkars Bangalore” “Talwalkars Delhi” “Talwalkars gym Mumbai” “Talwalkars gym fees “Talwalkars membership” “www.talwalkars.net” “Talwalkars India”

1810036001000

210210140140140

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Above keywords have negligible search volumes currently! Idea is to evolve from here to volumes comparable to L.H.S.

Above keywords have negligible search volumes currently! Idea is to evolve from here to volumes comparable to L.H.S.

http://www.talwalkars.net/

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1. Background













SEM (SEO will be ongoing)

ODA, EMT & MMT

SEM & BLG

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VISIBILITY

BUZZ/HYPE

RESPONSE

Webisdom®, being a full-fledged digital marketing agency, has expertise in all of above

Very substantial potential for industry & brand related searches

53% of active internet audience respond to an online advert!

Social media has overtaken e-mail to be the # 2 activity (after search) today

Nearly 90% of active internet audience checks e-mail daily!

Within the already defined TG, mobile penetration is >100%

Article writing & blogging influence psychologically, opinion & response

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SEM

ODA

SMM

EMT

MMT

BLG

Each of the already defined TG segments have substantial internet + mobile exposures almost daily!Source: eMarketer & Google

Nearly 84% of internet activity is search, where Google dominates

Impactful ODA across banners, adverts & video creates a “wow!” aura

Marketing communication sent in social context have enormous impact

Personalized and content flexible, they are effective communication tools

With advent of MMS, EMS, WAP & 3G, along with SMS, hype gets created

Trustworthy blogging easily translates to brand confidence due to perception influence

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Each of the already defined TG segments have substantial internet + mobile exposures almost daily!

SEM

ODA

SMM

EMT

MMT

BLG

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1. Background













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Keyword research

Code post-mortem

Re-code

Continuous improvization

i. Identify keywords that relate to Talwalkars LoB – by services, products, by technologies used, by benefit accrued.

ii. Line-by-line scrutiny of entire website code to identify specific lines for re-coding for keyword compatibility

iii. Re-coding in HTML & server communication control using Ajax protocols.

iv. Constant monitoring to identify new relevant keywords or/and change in relevancy of earlier keyword(s)

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Acti

vitie

s

Week 1

SEM Setup

Sustenance Budgeting: Planning the budget for the campaign

KPI Formulation: Maximizing average time on site or pages per visit and minimizing bounce rate (drop-outs) would be key goals

Keyword Generation: Generate a comprehensive keyword list and dividing the list into ad groups & campaigns

Augment keyword list

Re-code website script

Continuous improvization

Campaign Budgeting

Week 2 Week 3 Week 4 onwards…

Search engine accounts on Google® and Yahoo® would be owned by Talwalkars and would be fully transparent

Webisdom® would act like Talwalkars’ internal online marketing team sitting outside

Implementation Road Map

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Why You May Want To Choose Webisdom For SEM For Talwalkars ? [contd.]

Google® is the # 1 search engine in the world far surpassing Yahoo® and Bing in proliferation of use.

In-house certified SEM Professionals

Extensive TG-focused Keyword

Research

Region-specific, multi-topic research

ExpertiseEfficiencyQuicker TATEfficacy

AlignmentRelevancyResponseBrand-impact

Promotion relevanceNon-brand keywordsBetter cohesivenessDent on competition

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1. Background













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Customizable target group selection Customer education Inducing trials

Brand buzz Brand awareness & recall Visitor loyalty

INTE

RNAL

EXTENAL

VIRTUAL PROPERTIES

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Insertion of high-impact display signage on relevant internet properties

Developing a tactical insertion program as per requirements & property’s attributes

Ensuring continuous and in-depth analysis

Executing continuous improvement/redefinition

Banners

Pop-ups Flash™-based content

Balloons

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Highest level interest: Websites frequented by the TG with highest level of interest in the product

Middle level interest: Websites expressing moderate interest in the product

Low level interest: Websites expressing low level interest in the product

Historical data: Websites which are frequented by the TG and are generic in nature

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3

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Fifa Cricinfo F1

TimesofindiaNytimesForbes

Flipkart Yahoo Hdfcbank

LOW

INVESTMENT

OPTIONS

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Myspace iTunes Rbs

IndiainfolineNasscomCitibank

Bseindia Americanexpress Secondlife

MEDIUM

INVESTMENT

OPTIONS

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Techshout Makemytrip Tripadvisor

IxigoMapsofindiaCitibank

Bseindia Travelmasti Incredibleindia

HIGH

INVESTMENT

OPTIONS

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ILLUSTRATION ONLY

Talwalkars

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ILLUSTRATION ONLY

Talwalkars

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ILLUSTRATION ONLY

The Talwalkars Group proudly presents Mumbai’s best and newest address in world-class leisure Health & Fitness…PRESENTING SOFITEL… THE BEST Health & Fitness ADDRESS SINCE SOME TIME IN BANDRA KURLA, MUMBAI!!!

Talwalkars

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If it’s Mumbai, is there something exciting you may

have not yet looked at?!!

ILLUSTRATION ONLY

Talwalkars

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Experience

Talwalkars

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Reaching the Customers

Measuring and Optimizing

Continuous Improvement

Maximizing Average Time on Site

Maximizing Pages per Visit

Minimizing Bounce Rate

Daily Feedback

To optimally correct and allocate media budget for one/various

campaigns

Short Messaging Service Multimedia Messaging Enhanced Media Messaging Customizable to geography (up

to city-level), TG-attribute(s) and of course, the content

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Talwalkarsding to the 40/40/20 rule, on an

average, a direct marketing campaign’s likelihood of success

is determined 40% by the offer, 40% by the

list or target it reaches and 20% by

the creative approach employed.

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1. Background










11. intervention – EMT (E-mail Marketing)




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• SMSi) Membership alertsii) Promotion alertsiii) M-coupons/vouchersiv) Promotion alerts

• EMSi) Multimedia content on property, amenities, promotions, etc.

• MMSi) Video feeds via Facebook embeds – in real time of group Company and international properties

• APPSi) Bespoke applications (downloadable) – map tool, availability finder and m-check-inii) Mobile Facebook & Mobile Twitter

Define databases & relations

Receive content

Set CMS parameters

Format content

Dispatch content

Accumulate responses

Respond

Collate, summarize & report

Reliable Database To Reach Everyone

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Health & Fitness is now redefined with tall coming up at Talwalkars Mumbai!!! Enjoy a whole new world of good times. Avail 10% discount on First booking. For More details logon to www.talwalkars.net

SMS +

WAP

www.talwalkars.net

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1. Background










11. Intervention – BLG (Blogging/Article Writing )



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Launch details Advance Club-memberships Service offerings information Promotion schemes Surveys & opinions Contest participation Newsbytes Alliances

Value the customer/prospect Thoroughly professional

approach Deliver value Be engaging Dare to be different Treat it as a complimentary to

the offline effort

Since a good quality TG segment-specific database is plausibly very difficult to acquire, content dispatch will be randomized in order to cover entire spectrum of TG

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Source: EROI Inc.®

Reliable Database To Reach Everyone

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Define databases & relations

Receive content

Set CMS parameters

Format content

Dispatch content

Accumulate responses

Respond

Collate, summarize & report

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ILLUSTRATION ONLY

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1. Background













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What Can Webisdom Do For Talwalkars?

Create high-impact but succinct articles highlighting lineage with Talwalkars and worldwide business

Respond to counter-blogs to transmutation negativity (if arising) and reinforce brand positivity

Proliferate blogosphere across platforms with positive comments on launch of Talwalkars and it’s overall impact on – economy, health & Fitness industry & state of infrastructure

Create personal blog pages of key management – especially, marketing & sales

Institute a TBB Award (Talwalkars Blog Award) for best articles contributed by TG

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What Can Webisdom Do For Talwalkars ?

Create high-impact but succinct articles highlighting lineage with Talwalkars and worldwide business

Respond to counter-blogs to transmutate negativity (if arising) and reinforce brand positivity

Proliferate blogosphere across platforms with positive comments on launch of Talwalkars and it’s overall impact on – economy, health & Fitness industry & state of infrastructure

Create personal blog pages of key management – especially, marketing & sales

Institute a TBB Award (Talwalkars Blog Award) for best articles contributed by TG

ILLUSTRATION ONLY

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1. Background













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Technology

User-interface (UI)

Content

Visibility

Integration

Visual-appeal

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Technology

User-interface (UI)

Coantent

HTML, XML, ASP, Sharepoint™, Flash™, PHP, Apache, CGI Perl, Web 2.0, interoperable between Vista™ & Leopard™, easy to modify script, scalable

Minimal scroll, simple, friendly, quick-load, uncluttered, interactive, new-tab viewing, easy-to-use-feedback platforms

Very relevant, impactful, up-to-date, data-driven, user-statistics, personalized, tightly integrated, knowledge-bases, dynamic theme-based

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Visibility

Integration

Visual-appeal

SEO-updated, SEM-supported, ODA-integrated, SMM-integrated

With content, visibility, relevant external web properties, corporate website and customer’s personal pages (where applicable)

Very high-impact, tightly aligned with product positioning, theme-based

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Domain booking

Framework designing

Requirements gathering

Coding

Testing

Beta development

Hosting

Improving & Maintaining

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Very high visual impact

User-friendly

Deeply interactive

Minimal form-feeds

Excellent multimedia elements

Dynamic content updation

Well integrated with social media properties

Shows membership statistics

Provides in-depth knowledge bases

Alignment with product positioning is very strong

Intuitive feedback mechanism

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Multimedia content on property – infra & amenities

Celebrity feedback/inputs

Knowledge bytes on city-specific information

Highlighting Property’s USPs & corporate lineage

Press releases repository

Downloadable company linkages & info docs

Quick links to SMM pages – Facebook & Twitter

Real-time availability status across all facilities

Promotions blitz capture

Privilege Guest registration

Downloadable brand virtual merchandize

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1. Background












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A. Quality of Human Interface:-

B. Thought Leadership:-

Category Education Experience Key Role

Delivery Head[shared resource]

MBA from IIM, Ahmedabad

05 yrs. (includes 03 yrs.

International)

Apex point of contact for

escalations; project delivery

Offsite Contact[shared resource]

MBA from IIPM, New Delhi

09 yrs. Client relationship;

project management

Name Education Experience Key Role

Santosh Kumar Sood MBA from IIM, (Ahmedabad)

25 yrs. Strategic Guidance

1. Cohesive engagement2. Knowledge sharing3. Minimal communication

gaps4. High-impact deliverables5. Definite results

1. Cohesive engagement2. Knowledge sharing3. Minimal communication

gaps4. High-impact deliverables5. Definite results

1. Efficient project steering2. Cross-industry learning

leverage

1. Efficient project steering2. Cross-industry learning

leverage

Delivery Team Mix of seasoned content-writing, design, web-analysts and SEO specialists overseen by Delivery Head

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The above are supported by experienced techno-commercial graduate resources from reputed universities

RetailRetail

DurablesDurables

Travel/Health & Fitness

Travel/Health & Fitness

BFSIBFSIBusinessProcessOutsourcing

EducationEducation

MediaMedia

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“ We have been working with Webisdom for more than a year now and with competition in our Industry being fierce, we have always been getting sound advice

from them and they treat our money as their own and are prudent in their spends the ROI’s are more than satisfactory. Here is wishing Team Websidom the best.”

Vice President, FERNS ‘N’ PETALS

"Our association with Webisdom has been a very fruitful journey where the Relationship has been continuously strengthened. Their subject-matter expertise,

quality of execution and rock solid client orientation and thorough ROI-focus makes them stand apart from many I have known. IFB appliances online effort has been

entirely handled by Webisdom has proven to be a tremendous catalyst in the offline. Their team is second to none and we look forward to broadening scope of our

business association with them.”

CFO, IFB APPLIANCES

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Amardeep BajpaiVice President – Marketing

Email: [email protected]: +91 99 101 21485

Neha SharmaChief Business Officer

Email: [email protected]: +91 97 189 36761

Date post:	25-Nov-2014
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