Group 2 Digital Marketing Plan final
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Digital Marketing Plan
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Group 2 Digital Marketing Plan final
- 1. FULLMOON PH DIGITAL MARKETING PLAN GROUP 2 : CEL BALTAZAR | FABIO GRAZIOLI | FABIEN VAN ESPEN-BOONEN
- 2. OUTLINE: • 1. Situation Analysis 2. Objectives 3. Strategy 4. Tactics 5. Action 6. Control
- 4. VISION OF FULLMOON PH: -To be the best organizer of parties in Manila which features an explosive combination of music, art and culture performances.
- 5. Point of parity Point of difference Excellent electronic music Bodypainted dancers low entrance's price Attract the party goer Excellent location by teaching them about the No harmful side effects Mindoro culture Party with themes Organize parties for women Value offering of FULLMOON PH
- 6. Primary target market (PTM): Local and foreign party goers Age: 16-26 years old from generation Y-Z., male and female. Socio economic class: C1, C2 and D2 . Race and culture: Asian, American, Filipino and European. Personality trait: love dancing. Energetic, outgoing, creative and rhythmic A) The customers of FULLMOON PH
- 7. A) The customers of FULLMOON PH: Lifestyle: partying is an essential component of dynamic and fast-paced lifestyle. Might involve vices such as occasional drinking and social smoking. B) The trends of our market : Benefit sought of party services: An escape from the rigors of daily life; b) socializing; c) sensorial treat through dance, neon flashing lights and fluorescent body paint, and pulsating beats from electronic music.
- 8. C) Competitors of Fullmoon PH: BENEFITS Escape element Socializing, meeting peers/new friends Sensorial experience (music, lights, props) Cost of Entrance Ticket FULLMOON PH club event (Manila) HYDRO, VIBRANT FESTIVALS (Manila) CLUBBING in REVEL, PALACE (Manila) No Action Sensorial experience (music, lights, props)
- 9. D) Intermediaries, social influencers and potential partners The customer, the partygoer, acts as -User, buyer and as decider as he or she decides to go to the event by purchasing the ticket, and subsequently attends the event. -Influencer, by enticing other people to come to the event based on liking, sharing, or talking about the event in social media platforms. Situation analysis of FULLMOON PH
- 10. E) Macro-environment ( PESTEL) Economical: -High GDP growth of services of 6.8 % Q2 2017 reflects a prosperous economy and is a potential of growth of the revenue of the Fullmoon PH. -Depreciation of the PHP in comparison to USD could increase the purchasing power of the expat party goer because most of them have salary paid in USD.
- 11. Political: - Our president could implement the curfew from 10 pm to 5 am in the street and it could discourage the party goers to party. -Anti drug campaign could scare the party goers to attend party. Legal: -Smoking ban could also discourage the party goers to attend parties because they are not allowed to smoke. -Fullmoon PH is registered with DTI ,SEC, business permit, BIR and trademark.
- 12. Technological: Google Ad words is a great technology to promote the services of Fullmoon PH online. However, the slow internet connection could be a hurdle for digital. Social -Population growth in the Philippines will trigger more local party goers( 104 Million in 2017). -The party goers are more attracted now by the artistic and culture side of the party.
- 13. SWOT of FULLMOON PH Fullmoon PH Opportunities Threats Strengths Technology, especially Google Adwords GDP growth of services in 2017 Depreciation of PHP versus USD Sales Promotion(free tickets). Population growth. Data privacy law. Word of mouth. Weakness High competition in Manila Website not appealing Lack of brand awareness Artistic and culture side of the party Antidrug campaign of our president. Smoking ban.
- 14. OBJECTIVES
- 15. -To reach 500k of partygoers within 60 days. -To reach a conversion rate of 0.0004 ( 200 tickets sold) within 60 days. -To reach an engagement rate of 10%( 50k of party goers) -To generate a net PRE sales of 68000 PHP for the Halloween party ( 200 tickets*(500 PHP-30%promo discount-10PHP commission fee=340 PHP). OBJECTIVES:
- 17. AWARE APPEAL ASK ADVOCATEACT Potential partygoer sees the Halloween Party ad on his newsfeed Clicks on Halloween party ad and gets enticed by the visual treat and pulsating music Checks out pictures of past parties of Fullmoon PH Shares photos of event on social media platforms Walks in the day of the event and purchases ticket there Purchases ticket via webstore or Ticketworld Likes Fullmoon PH and shares Halloween ad post to win free event tickets Checks out prices of tickets in webstore or Ticketworld Facebook boost post Caption on Facebook boost post Website (attractiveness and user-friendliness) Website (e-commerce aspect) Onsite Team Party experience CUSTOMER PATH
- 18. AWARE APPEAL ASK ADVOCATEACT Potential partygoer sees the Halloween Party ad on his newsfeed Clicks on Halloween party ad and gets enticed by the visual treat and pulsating music Checks out pictures of past parties of Fullmoon PH Shares photos of event on social media platforms Walks in the day of the event and purchases ticket there Purchases ticket via webstore or Ticketworld Likes Fullmoon PH and shares Halloween ad post to win free event tickets Checks out prices of tickets in webstore or Ticketworld Facebook boost post Caption on Facebook boost post Website (attractiveness and user-friendliness) Website (e-commerce aspect) Onsite Team Party experience CUSTOMER PATH
- 20. REACH • Create awareness of the FULLMOON PH brand by posting the Halloween Party promotional advertisement on several social media platforms. • Leverage on reach of brand partners and event sponsors through their owned platforms. • Optimize the power of search online. • Engage online PR and tap different local influencers in the EDM industry. BUYER STAGE: AWARENESS
- 21. ACT • Encourage participation of PTM by making them like, share content, and comment on social media platforms like Facebook and Instagram. • Entice partygoers to come to the Halloween party through a very attractive landing page (website) accompanied by pulsating music. BUYER STAGE: APPEAL AND ASK
- 22. CONVERT • Put in place a user-friendly online purchase interface for the ticket store. • Offer attractive group packages online with inclusions such as discounted ticket prices, free liquor and party parapheralia for a minimum number of tickets bought. BUYER STAGE: ACT
- 23. ENGAGE • Include a special discount or freebie for the next Fullmoon PH event for guests who purchase the ticket online. • Encourage sharing of party experiences by guests via social media platforms to create ‘advocates’. BUYER STAGE: ADVOCATE
- 24. TACTICS
- 25. Tactics: Which digital marketing activities do we optimize? REACH Expat, Clubbing, Model Booking Agencies Facebook groups Brand Partners & Sponsors Social Media Platforms (Belvedere, Moet, Hennessy, Patron) Search Engine Optimization Social Media Marketing (Fullmoon PH Boost Post) Online PR (DJMag, Spot.ph, wheninmanila.com) ACT & CONVERT FacP Online contest for free party tickets (Mechanics: Liking page and sharing Halloween party ad) Group Package (minimum of 10 tickets bought) Landing Page Optimization ENGAGE Repeat Purchase Freebie/Discount E-commerce Management Share your most amazing Fullmoon Halloween moment and get a chance to win tickets to the next party
- 26. ACTION
- 27. MAKE IT HAPPEN BUDGET for campaign and website upgrade = 26.500PHP Hire (1) social media manager, initial training + daily retribution 400PHP x(20days) = 8000PHP TOTAL budget = 34.500PHP 2months (SEP-OCT) KPI = FB page likes (+14,000), IG post (+19), tickets sold (200pcs), people attendance (400/500pax) People reach 500,000, People engagment 50,000
- 28. Based on our previous group assignment campaign on FB we can be confident to reach the SET GOALS. To improve the results we will use: • Crossposting on FB group pages • Paid FACEBOOK ads campaigns • Reward system for likes/share and tag To meet the SALES objective we will hire sales force through facebook by creating groups on MESSENGER, once again we highly focus on SOCIAL grouping action. The remaining objectives will be implemented with a intense use of DIGITAL partnership, sponsorship and invitation (on large scale if necessary) to party related movements (GROUPS) from fashion to music and from bloggers to expats platforms and students among the OTHERS.
- 29. CONTROL
- 30. MEASURE FB likes goal 30,000, IG posts 90, Ticketworld/SM tickets reports, door entrance report, FB advert report Other KPI = website visit, CPV on youtube channel, CPA from facebook campaign to website click PAR and BAR after the marketing plan execution evaluate conversion ratio of Purchase (tickets sold over different channels) and Advocacy (reviews and positive feedback)
- 31. We can control the execution of our plan thanks to the NEW digital metrics, on our facebook PAGE we can analyze most of our results, divided by time, gender, location and interest, through our ACCOUNTS on youtube, instagram, souncloud, mixcloud and facebook we can EVALUATE increase of likes, views, subscribers and reviews. We will monitor as well sales reports of the ticket sellers, digital result of their E- MAIL BLAST and website homepage traffic, BUT of course we do not forget the traditional results at the door ENTRANCE and at then bar CA$H
- 32. THANK YOU!
- 33. The Account
Editor's Notes
- Before we dive into the strategies, we would also want to show what a typical customer path would be like for a potential Manila partygoer
- As it would be Fullmoon PH’s first foray into the Manila party scene, the most important aspects of the customer path at this point in time would be the AWARE and APPEAL stages. This will what we will build on in our strategies.
- While we were in the process of learning more about the SOSTAC, we came across the RACE Planning System which can be used in organizing one’s digital marketing strategies. REACH ACT CONVERT ENGAGE I will be elaborating more on this as we go through the strategies.
- As mentioned earlier, with Fullmoon PH aiming to penetrate the Manila party scene, REACH, at this point in time is the most important of all the strategies. In terms of the customer path, these strategies involve the AWARENESS stage. Reach involves building awareness of the Fullmoon brand, its service of providing unique party experiences on various online platforms. This includes its own platforms and others’ platforms as well. It involves building traffic by driving visits to different web presences like the Fullmoon main site, or social media pages. It involves maximising reach over time to create multiple interactions using different paid, owned and earned media touchpoints. Specific REACH strategies involve: 1) Create awareness of the Fullmoon PH brand by posting the Halloween Party promotional advertisement on several social media platforms. 2) Leverage on reach of brand partners and event sponsors through their owned platforms. 3) Optimize the power of search online. 4) Tap different local influencers in the EDM industry.
- Now that you’ve already brought them to your site or to the page of your partner brands or groups, your ad must be attractive and enticing enough to elicit appeal from your potential guest. We must also want to make them want to share how potentially amazing the event would be to other potential partygoers. ACT strategies touch the APPEAL and ASK stages of our customer path. To drive them to like and share the event, one of our ACT strategies would be to: 1) Encourage participation of the target market by making them like, share content, and comment on social media platforms like Facebook and Instagram. This is similar to what we made them do during our Facebook Campaign the last time. 2) And since this talkes about appeal, our second strategy would be to entice partygoers to come to the Halloween party through a very attractive landing page (website) accompanied by pulsating music.
- CONVERT strategies involve conversion to sale. It involves getting our potential partygoes to take that vital next step which turns them into paying customers whether the payment is taken through online through the webstore, or offline channels such as Ticketworld. As this is a digital plan, we will focus on our online store found in our website. The first strategy to have a user-friendly purchase interface in the website. There is also a higher conversion if we get people to come to the party in groups. Our second strategy would be to offer very attractive group packages online with party inclusions such as discounts, free liquor, and party paraphernalia (???) when a certain number of tickets are bought. The liquor would be provided by the brand sponsor.
- ENGAGE strategies involve developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases using the Fullmoon PH site, social presence and direct interactions to boost longer customer lifetime value. In our case, this can be measured by repeat actions such as attending another Fullmoon PH event and sharing content through social media. One of these strategies is to: Include a special discount of freebie for the next Fullmoon PH event for guests who purchase the ticket online. Second is to encourage sharing of party experiences of guests via social media platforms to create ‘advocates’.
- So we now go to TACTICS where we specify in detail how each of our RACE strategies will get implemented to be able to reach the objectives specified by Fab earlier.
- So we now go to actions where we specify in detail how we will make our marketing plan happening.
- So we now go to CONTROL where we specify in detail how each of our RACE strategies will get evaluated to be able to reach the goal set.
- Thank you!
- Parties in Paradise. Truly, this is what a FULLMOON PH party experience brings! Let our group tell you more about Fullmoon PH, for whom we did the Facebook advertisement for. The genesis of the FULLMOON Party PH comes from three people whose taste for music, dancing and traveling was the inspiration to create unique party experiences. With her background in dance, Maritess, together with her children Kristine and Fabio, put up Fullmoon PH to organize one-of-a-kind parties which feature an explosive combination of music, location and performances. Hailing from all over the world, they invite DJs to travel and bring their vibration to the beaches of Puerto Galera, Mindoro Island. The FULLMOON Party PH is the time of the year when one can dance to the finest electronic music -- from deep house, tech house, power house, to EDM. DJs make people dance until the sunrise with tremendous sets that allow every dancer to feel more alive than ever. For three years, the parties have taken place on paradisiac locations, surrounded by palm trees, sea waves, and decorated with art installations that perfectly melt with nature. Exotic and wild, the atmosphere of the party allows participants to disconnect from reality to enter a totally different world, thanks to the presence of professional dancers, fire shows, fluorescent paintings and lasers shows among others.