IMC W4 Marketing Plan for Fiverr

1. 2021
MARKETING
PROPOSAL
PROPOSED TO:
ORGANISED BY:
Carmen Escobar -
Kustomee & Company
Fiverr
PROJECT W4
IMC MARKETING PLAN

2. Creative Strategy
Venn Diagram
Creative Statement
Rejected Statements
Tagline
Creative Brief
1.......... Executive Summary
2.......... Campaign Background
3.......... SWOT Analysis
4.......... Target Audience/Potential Market
5 - 6.... Customer Profile
7 - 8.... Marketing Goals, Strategies & Objectives
9.......... Promotional Mix/Communications Channel
10-12.. Creative Execution
13........ Conclusion
14-15.. References
T A B L E O F C O N T E N T

3. Executive Summary
Influencers have changed how social media is managed. Suddenly
aesthetics and lifestyle are a loud noise in the marketing industry
helping us direct our attention to the little details that make the
difference. Influencing has become the modern time "word-of-mouth"
advertising and marketing.
Influencers have a special power to steer, aim and execute effortlessly.
Because they are mostly related to "silly" dances and make-up, not
many companies look at them with the potential they so much offer.
This plan is to create the perfect match for companies like Fiverr -
service-based - with potential influencers. While not all of them will
provide a positive exchange of credentials, there is an exponential
talent pool to explore.
IMC 1

4. Micha Kaufman, founder of FIVERR, graduated from the University of
Haifa with a degree in Intellectual Property Law in 1997. After a
couple of jobs, Micha Kaufman and Shai Wininger founded and
launched FIVERR in February 2010. Their inspiration for their
business model came from Amazon.com.
Their observations concluded that they wanted to give people the
ability to click and shop for services just like it can be done with
Amazon and any other online shopping platform.
That is when they came up with FIVERR, a platform that connects
freelancers with their customers with just one simple click. From
2017 to 2020, Fiverr has grown exponentially by adding products
and parenting companies such as ClearVoice and And.Co.
Fiverr’s compromise is the connect businesses and freelancers under
one platform for on-demand services and digital content.
Fiverr’s mission is to change how the world works together. With
their concept of service-as-a-product model, the buyer can browse,
search and order their requested services, using an e-commerce
approach. Fiverr’s value to buyers is their transparency, certainty of
price, scope of work, and quality and speed.
Campaign/Company Background
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5. SWOT Analysis
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
E-Commerce Business
Concept
One-Click Services
Convenience
Prices as low as $5
User friendly
Safe transaction
Vast research to get to
specific service
Immense pool of
services
Risks of scam
High 20% commission
to seller/vendor
Work from home
Jobs losses due to
pandemic brings
freelancer traffic
New international reach
New education Fiverr
branch
Direct competition from
Upwork
High commission to vendor
on services and tips
Heavy impact from negative
feedback
Not enough marketing
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6. Target Market
Fiverr was the pioneer in the freelancer marketplace and with it came
competition. Now Fiverr is not the top freelancing company out there.
Upwork has managed to become very popular in the industry, although
Fiverr is still very known for being affordable, and that is an image we
would like to upgrade.
Nonetheless, the competition has not tapped into the social media as
we would like to do for Fiverr. Even though Fiverr focuses on
freelancers, we also have to cater to the ones consuming the services
offered in the platform.
Influencers would be the perfect match to make this sector interested in
investing their time and money with Fiverr through Influencer
inspiration. By becoming a more social media-friendly company, we can
inspire more business owners to employ the services that Fiverr's
freelancers have to offer.
Inviting trendy Influencers and showing the audience that a profession
can come from anywhere. Fiverr will use the influence of these creators
to attract traffic to the platform, mentor and guide future business
owners and future talent.
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7. Customer Profile
An influencer is often referred to as someone who has a specific
knowledge and as a result, creates a following on their chosen media
platform. The influencer world is vast, however, if you need a picture to
understand the concept, an influencer started as YouTube stars. They
can provide entertainment, education, expanded knowledge,
inspiration, motivation amongst other things.
Their social status can vary, from teenagers to seniors with years of
experience in their field. The great thing about influencers is that offers
a human perspective of industries. Usually, influencers are seen as
“someone like me”, therefore, relatable and being related or feel familiar
with someone, can help to not feel so alone.
Social media started as a way to stay in communication with friends and
families no matter the distance. Nonetheless, it created the opportunity
for people to express just about anything, making people feel like they
are there experiencing the same things you do. As a result of this
connection, individuals that wanted to spread awareness took flight and
so influencers were created.
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8. The human touch of influencers is what makes people feel at home. For
many people, influencers might not be a real aspiration for a future, but
many have created a profitable future thanks to their influence on social
media. Their expertise is to inspire others to do the same and sometimes
do it better.
Influencers, however, are also held to high standards, because, who wants
to follow a bad influence? Subsequently, their viewers and followers are
often checking on their work and social ethics, making sure they don’t
disappoint, and their standards can sometimes be a little too much
pressure, especially, when the influencer does not know how to control
what should be expected of them and whatnot.
Although influencers can be an amazing addition to a brand, the process
of choosing the right candidate should be thorough.
Influencers have the power to influence followers’ decisions such as what
to buy, what to use for your business, how to dress, what brands should
you follow, where to invest and how to invest your money, and many more.
This kind of power should not be ignored by big brands.
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9. Creative Strategy
Rational Emotional
Exposure to big brands
Self-validation
Feeling of personal growth
Sponsorship Opportunity
Motivation to keep working hard
Growth on their own platform
Excitment to share knowledge
Validation in the industry
Sense of purpose
Partnership Opportunities
Feeling of accomplishment
Portfolio Addition
Creative Strategy Statement:
"Working Hard For Those Who Hustle"
Slogan:
"Influence. Inspire. Create"
Discover your hustling potential
You think you can hustle? Let's see what you got
Fiverr offers a unique experience for businesses by providing the best freelancing
Dedicated to the highest quality of freelancing delivered with boldness and strength
Rejected Statements:
Points of Parity via Ven Diagram
IMC 7

10. Creative Brief and Q&A
What are we advertising?
Whom are we talking to?
What do they currently think?
What would we like them to think?
What is the single most persuasive idea we can convey?
Why should they believe it?
Are there any creative guidelines?
We are advertising Fiverr's freelancing marketplace in hopes to be the top
company once again for freelancers, entrepreneurs, and gigs.
We are talking to influencers. Social media influencers who have the power
to attract a mass audience to our platform.
The great thing is that influencers don't think about Fiverr's platform at all
because their business is social media and don't consider themselves as
freelancers.
We want to change their perspective and think of what they do as a career.
Something they can share and monetize not just only on social media
platforms.
Treating them as professionals and taking them seriously as oppose to
how social media treats them. Appreciating all the hard work behind the
lens.
They will believe it because that sense of accomplishment of what they are
doing is paying off and they can work on it as a serious career and not
having to solely rely on "views and followings" only.
Freelancers must always use @fiverr and #fiverr on all Fiverr sponsored
material on their social media. Influencers are allowed to use @fiverr &
#fiverr on their own material as long as is allowed and up to Fiverr's core
values and standards.
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11. Promotional Mix
Direct Email Marketing - For direct email marketing, since most of
the time the influencers need to meet criteria in order to be selected
for partnership or sponsorship, direct email marketing will directly
contact those influencers that meet the minimum requirements of
10k followers on at least one of their social media accounts. This will
serve as an official invitation. Because this is a direct email strategy,
the cost is close to zero, as the marketing team can handle that task
as part of the campaign.
Instagram Promotional Post - Instagram has become the
headquarters for influencers. Influencers can have a YouTube, but
their main account where they can share their lifestyle is Instagram.
Because Instagram caters to aesthetics, it is only smart to promote
heavily on Instagram and attract those influencers to Fiverr. The cost
per click of Instagram can be as low as $0.50 or as high as $3.00
depending on the companies that Fiverr will be competing against.
Facebook Video Ad - Facebook continues to be a very important tool
in marketing, and videos are the top content consumed on the
platform. For that reason, a promotional video will be the best way to
connect to those influencers located on Facebook. For Facebook ads,
we are looking to spend somewhere between $2.00 - $10.00 per click
depending on the area that will be heavily marketing to.
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12. Creative Execution
Video Ad for Facebook
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13. Instagram Promotional Post
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14. Direct Email Marketing
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15. Freelancing it's not attached to professionals degree-based careers
anymore. Creativity has taken charge of the present generation and
the sudden need to express our personalities has become a must in
today's society.
Freelancing has changed and will continue to adapt as the economy
and technology continues to change. Humans are drawn to
challenges and created to survive in any circumstances.
As leading companies in our industry, we need to see those changes
and not be afraid to adapt and be inclusive of generations to come
as their's is the future.
Taking advantage and creating leverage for our products and
business models can be a culture of adaptation in order to evolve.
I hope you enjoyed this proposal as much as I did creating it.
I look forward to hear from you.
Conclusion
Carmen Escobar
Kustomee & Company
IMC 13

16. References
Bhattacharya, J. B. (2020, February 17). How Do You Get Influencers to
Promote Your Brand? Thesocialmediahat.Com.
https://www.thesocialmediahat.com/blog/how-do-you-get- influencers-to-
promote-your-brand/
David, R. D. (2019, March 18). How Influencers Have Transformed Modern
Marketing | Rachel David | TEDxVancouver.
YouTube.https://www.youtube.com/watch?v=gbbEXnRG9d8
F. (n.d.). Fiverr. Https://Www.Facebook.Com/Fiverr/.
https://www.facebook.com/Fiverr/
How To Use Influencer Marketing to Grow Your Business. (n.d.).
Influencermarketinghub.Com. https://influencermarketinghub.com/how-
to-use-influencer-marketing-to-grow-your- business/
Kucheviary, A. (n.d.). How to Use Influencer Marketing to Grow Your Social
Media Audience. Https://Www.Intechnic.Com/Blog/How-to-Use-Influencer-
Marketing-to-Grow-Your- Social-Media-Audience/.
https://www.intechnic.com/blog/how-to-use-influencer- marketing-to-
grow-your-social-media-audience/
Martineau, P. M. (2019, December 6). The WIRED Guide to Influencers -
Everything you need to know about engagement, power likes, sponcon,
and trust. ILLUSTRATION: RADIO. Wired.Com.
https://www.wired.com/story/what-is-an-influencer/
Studios, B. S. (n.d.). What Makes Someone An Influencer? Brainchild
Studios.Com. https://brainchildstudios.com/blog/digital-marketing/what-
makes-someone-an-influencer/
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17. What Constitutes an Influencer? (n.d.). Mediakix.Com.
https://mediakix.com/blog/influencer- definition-marketing/
Torossian, R. T. (n.d.). What It Means To Be An Influencer. Commpro.Biz.
https://www.commpro.biz/what-it-means-to-be-an-influencer/
Fiverr’s Privacy Policy (August 26, 2020) from Www.Fiverr.com
Company Presentation - Fiverr (October 2020),
-Company- Presentation-October- 2020.
Fiverr Pro (n,d) from https://www.fiverr.com/pro/about
Learn From Fiverr (n,d) from https://learn.fiverr.com
Micha Kaufman Profile, (n,d) from
https://www.crunchbase.com/person/micha-kaufman
Fiverr (FVRR) stock price, revenue, and financials (n,d) from
https://craft.co/fiverr/metrics
Fiver acquires ClearVoice to double down content marketing, (February
13, 2019) from https://techcrunch.com/2019/02/13/fiverr-acquires-
clearvoice/
Fiverr vs Upwork - How to Use Them for Your Small Business by Katie
Sawyer, (November 20, 2018) from https://www.deputy.com/blog/fiverr-
vs-upwork-how-to-use-them-for-your-small- business
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