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Digital marketing plan - Bazooka restaurant 2015

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Digital marketing plan - Bazooka restaurant 2015

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Digital marketing plan - Bazooka restaurant 2015

  1. 1. Create an Office Mix Let’s Get Started… Google Premium Partner in Vietnam ⅼ DIGITAL MARKETING PLAN 2015 Customer: Bazooka Restaurant
  2. 2. CONTENT 1. ONLINE MARKET OVERVIEW 2. CUSTOMERS BEHAVIOR 3. COMPETITOR ANALYSIS 4. TARGET & PLAN STRATEGY 5. ONLINE MARKETING CHANNELS 6. BUDGET & KPIs
  3. 3. ONLINE MARKET OVERVIEW
  4. 4. Online Market Overview 92.477.857 36.140.967 TOTAL POPULATION INTERNET USERS 31% 69 % 39% URBANRURAL Access devices Mobile Desktop Laptop 56% 81% 47% Access times Mobile : 1 hour 43 minutes Desktop : 4 hours 37 minutes & Laptop Source: Wearesocial.net Internet market size in Vietnam
  5. 5. Online Market Overview 38% Social media penetration as a percentage of the total population 2h23m Average time social medial user spend on social media each day 58% Percentage of mobile users using social media apps on their phone Source: Wearesocial.net 97% 81% 76% 34% 95% 67% 45% 16% 22% 8% 18% 5% All social network Faecbook Google + Twitter Linkedin Pinterest 1st Social network in Vietnam Top Social Network in Vietnam
  6. 6. Online Market Overview Source: Comscore Media Matrix 691 online videos viewed per second 90% internet users view online video 1st video entertainment channel in Vietnam Top Video Network in Vietnam
  7. 7. Online Market Overview Source: Wearesocial.net 20% 97% 95% 60% Smartphone penetration as a percentage of the total population Smartphone user searching for local information via their phone Smartphone user researching products via their phone Smartphone who have made a purchase via their phone Mobile market trends in Vietnam
  8. 8. Online Market Overview Source: Google Trend  Trends search keywords "a", "b" have tended to increase from 2009 until now  These keywords tend to increase in 2015 Search trends about Restaurant
  9. 9. Online Market Overview Source: Keywords planner  Total monthly search volume about restaurant > 130.000  The average monthly searches of keywords are quite large Search capacity in Vietnam
  10. 10. CUSTOMERS BEHAVIOR
  11. 11. Primary Customer Socialization Group  Age: 23 - 45  Income: A,B  Gender: Male & female  Interest: enjoy meeting, gathering with friends, chatting… Business Group  Age: 27 - 45  Income: A, B  Gender: Male  Needs: Regularly meet partners to discuss work Who is our customers? Secondary Customer Group, family  Age: 22 - 35  Income: A,B  Gender: mainly women  Interest: Shopping, cooking, surfing web, taking care family…
  12. 12. Primary Customer Socialization & Business Group  Where do they search information mainly?  Google.com.vn  Which forum & website do they often visits?  News website: VNE, Dantri, baomoi, vtc  Forum: webtretho, lam chame, Tinhte, Voz, Vnzoom…  Where do they often have entertainment?  Video on youtube  Social Network Facebook  Entertainment website like games, funny site…  What do they often do on mobile?  Check mail  Web surfing  Playing games What do they often do when online?
  13. 13. Secondary Customer What do they often do when online? Family Group  Where do they search information mainly?  Google.com.vn  Which forum & website do they often visits?  Shopping website: hotdeal, lazada, zalora, sendo,…  Forum: webtretho, lam chame, eva.vn, meyeucon.org.…  Where do they often have entertainment?  Video on youtube  Social Network Facebook, secret group for female…  Entertainment website like games, funny site…  What do they often do on mobile?  Check mail  Web surfing  Playing games
  14. 14. Purchasing Decision Making Space & Decoration Quality of services & products Promotion & Price Location Location, Promotion & Price are now the 1st factors that new customers concern, after they come and try it, quality of services, space & decoration are the reasons that they have decision to come back or not. FOR NEW CUSTOMERS FOR MAINTAIN CUSTOMERS
  15. 15. COMPETITOR ANALYSIS
  16. 16. Online Brand recognition Competitors From Brains Daiviet JSC.,From Golden Gate., JSC From Golden Gate., JSC
  17. 17. 38500 29900 5310 378000 2540 0 50000 100000 150000 200000 250000 300000 350000 400000 Vuvuzela beer Legend beer Bazooka beer City Beer Sư tử Beer Vuvuzela beer Legend beer Bazooka beer City Beer Sư tử Beer  Brand “City Beer” was searched highest but this brand not used in Vietnam, the city beer station in Vietnam was not search like this  Vuvuzela seemed to be stood over other brands as it was searched highest (nearly 8X compare with Bazooka), many customers knew this brand already.  The next brand is Legend beer, Bazooka Beer & Sư tử Beer were search lowest Online Brand recognition Google index Source: Google.com.vn
  18. 18. 399 657 5400 198 1214 48 74 2 248 0 0 0 0 023 96 41 0 10 0 0 0 0 0 1000 2000 3000 4000 5000 6000 dantri.com.vn vnexpress.net baomoi.com vietnamnet.vn 24h.com.vn Vuvuzela Legend beer Bazooka beer City beer Sư tử beer 10X – 100X  Vuvuzela brand was promoted via PR online a lot, especially on baomoi.com  Other brand like Legend beer has promoted on PR also but not frequently like Vuvuzela, and the left brand seem to be not on PR Online Brand recognition PR Online Source: Top news website in Vietnam – Google.com.vn
  19. 19. Vuvuzela brand is still be interested in almost forum and well-known with high rate of recognition. In the forums about females & family, Legend Beer seemed to be a bit better than Vuvuzela Brand In the forums about Males, Vuvuzela is the most well- known brand, a bit for Legend beer to appeared. 232 446 159 177 53 3 28 5 124 124 0 0 0 0 00 0 0 0 00 0 0 0 0 0 50 100 150 200 250 300 350 400 450 500 tinhte.vn vozforums.com vn-zoom.com webtretho.com lamchame.com Vuvuzela Legend beer Bazooka beer City beer Sư tử beer Online Brand recognition Forum seeding Source: Top forums in Vietnam – Google.com.vn
  20. 20. No. Items Vuvuzela Legend beer Bazooka City beer Sư tử Beer 1 Total fans 82,561 240 419 3,987 - 2 Average weekly growth 0.4% n.a n.a n.a - 3 Engagement 0.1% 0% 2.1% 0.2% - 4 Post interaction 0.06% n.A 4.2 n.a - 5 Response time 6.2h n.A 18h n.a - 6 Post per day 2.4 n.A 0.5 n.a - Online Brand recognition Facebook Source: Fanpagekarma.com
  21. 21. TARGET & PLAN STRATEGY
  22. 22. Campaign Target • Introduce services, foods to potential customers • Introduce launching events to all customers Increase brand awareness • Increasing customers’ interaction with special activities • Convert 5% potential customer from activations Increase interaction • Increase quantity of customers to restaurant more 100 – 150 seats every evening after 1 month • Increase quantity of seat at noon around 100 after 1 month Push sales 1 2 3
  23. 23. Concept & Brand positioning Restaurant was based at a good place where a lot of tracffic can go throught, near many office buildings Restaurant has reasonable price, very nice decoration for the space, various foods, special Germany beer and it is where always happen special events Reason to Believe (RTB) Positioning “The Most suitable restaurant for everyone’s entertainment” When people come to restaurant, they will taste & feel the the best services from it, they feel relax, exciting… they will find a special space for themselves, for their own family, for their friends with special events which often hold on.
  24. 24. Marketing Strategy Brand recognition Develop Unique points Push sales & connect customers Brand Stage 1 Brand Stage 2 Brand Stage 3
  25. 25. Marketing Strategy Objective Brand recognition Key message Use display ads to increase awareness, attach with communication message Key activities Facebook Mng Major tools Tactics Develop Unique Selling point Push sale & connect customer with brand New experiences with special services 01/5 – 31/12/2015 GDN Google Search Mobile App Restaurant for everyone’s entertainment Connect with your family, your friendsTaste, feel & enjoy Bring crazy events, big promotions to get the new customers to try at restaurant Prepare activations that make customer remember more about brand, make them to like to join it. Seach Google Search Big event on launching day Facebook check in & lucky draw Weekly random combo 01/01 – 31/01/2015 Contest “Happy Family” Contest “Who is your closest friends?” Timing 01/02 – 30/04/2015 PR + Facebook GDN FB Mng GDN Facebook Ads Facebook AdsSEO SEO
  26. 26. Main activations Promotion: Free beer for New members Target: Get more people know about restaurant Stimulate people to come and try drinking, eating at restaurant Collect customers database Content: 500 vouchers, each voucher for 100 free glass of beer will be given to 500 customers in lucky draw Requirement: - Customers must registry to become member online - Customers must come to restaurant at once - Customers must like fanpage & check in facebook when they are there Duration: 02 weeks – 04 weeks
  27. 27. Main activations Weekly lucky draw & Mini games Puzzle Watch picture, guest words Lucky Draw Combo promotions
  28. 28. Main activations CONTEST “Happy Family” Target: Get more people know about restaurant Get 200 – 300 participants, in crease interaction customers with brand Collect customers database Content: People when join this contest will share a stories, photos, videos to show how happy their family is. The result will calculate on the total share, like, comments and ½ total points from Board of Directors Prizes: - 1st prize: a special meals value 5M VNĐ & a tour to Halong value 10M VNĐ - 2nd prize: a special meals value 5M VNĐ - 3rd prize: a special meals value 3M VNĐ - 10 x 4th prize: Voucher 500k VNĐ Duration: 01 month
  29. 29. Main activations CONTEST “Who is your closest Friends” Target: Get more people know about restaurant Get 200 – 300 participants, in crease interaction customers with brand Collect customers database Content: Everyone, everything could be your best friends now or in the past, people will have many beautiful memories with them… and now they want to share it and thanks it with friends or others. Any great shares & receive like + comments will be prized Content method: Video, photos, actions… Prizes: - 1st prize: a special meals value 5M VNĐ & a discount card 20% for 1 year - 2nd prize: a special meals value 3M VNĐ & a discount card 10% for 1 year - 3rd prize: a special meals value 3M VNĐ - 10 x 4th prize: Voucher 500k VNĐ Duration: 01 month
  30. 30. ONLINE MARKETING CHANNELS
  31. 31. Marketing channels
  32. 32. Landing page Online Marketing Channels Landing pages are a focused and customized sales pitch, specifically designed to get your visitor to take an action. Landing pages are a focused and customized sales pitch, specifically designed to get your visitor to take an action.
  33. 33. Online Marketing Channels Google Solution
  34. 34. Google Search Selection of keywords related to the restaurant industry, competitors, niche keywords directly related to the product Construction advantage and attract more customers via add extensions as site link, call extesions. location Optimize your content and advertisement to achieve the best quantity score, achieve good position on Google Search Search from desktop Search from mobile Online Marketing Channels
  35. 35. Google Display Network Selecting more than 1,600 kinds of customers with different preferences Forms of advertising Target audience Display advertising on partner sites Contextually Audience Your Ads Here YOUR ADS HERE YOUR ADS HERE Determining the appropriate contextually to relevant ads appear Online Marketing Channels
  36. 36. Remarketing  Increase customer conversion rate after leaving the website returned to booking table  Increase brand awareness for the program  To introduce new promotion to customers already visit Online Marketing Channels
  37. 37. Youtube Trueview Online Marketing Channels A video ad format which requires advertises only pay when viewers choose to watch their ad Before the video After the video In the recommendations In the search results
  38. 38. Facebook Content Online Marketing Channels o Prepare weekly content according the defined topic. o Take care & follow posts. o Answer for fan’s questions o Handling crisis if happen o Reporting & optimizing monthly 1. Engagement: increase reaction like, comment, share according insight of Brand Page community 2. Casual: relate to random topics, viral news, gossip, celeb… which is often be interested by customers 3. Brand: making a smart combination between product brand with customers according to promotion, contest… Orientation  Create special stories about family connecting, about beers, foods… to make customers more curiosity…  Every 2 month, prepare a big activation to connect & maintain customers Management Plan Activation & reaction
  39. 39. Facebook Ads Online Marketing Channels Like page Attracting customers become fans Fanpage Page post engagement Increased interaction for the post on the fanpage
  40. 40. Facebook Ads Online Marketing Channels Click to website Attracting customers access the website, increase traffic’s web Offer claim Promoting the promotion, attracting customers to participate in
  41. 41. Email Marketing Online Marketing Channels Creat and maintaining a mailing list is easy Easy integration with customers Low cost, cheaper than other form advertising Campaign are easy to track and ROI is measurable
  42. 42. BUDGET & KPIs
  43. 43. Budgets & KPIs Estimated Budget 50% 40% 10% Google Solutions Facebook Solutions Other cost Solutions Budget % Google Solutions 500,000,000 50% Facebook Solutions 400,000,000 40% Other cost 100,000,000 10% TOTAL 1,000,000,000 100%
  44. 44. Budgets & KPIs Estimated Budget Google Solutions Estimated Prices Budget 1st Period Budget 2nd Period Budget 3nd Period Google Search 1,500 – 2,500/CPC 10,000,000 20,000,000 50,000,000 Google Display Network 1,200 – 2,000/CPC 70,000,000 100,000,000 150,000,000 + Contextual 1,200 – 2,000/CPC 50,000,000 60,000,000 30,000,000 + Interest 1,200 – 2,000/CPC 20,000,000 30,000,000 40,000,000 + Remarketing 1,200 – 2,000/CPC - 10,000,000 80,000,000 Youtube 1,500 – 1,800/CPV 20,000,000 30,000,000 50,000,000 TOTAL 100,000,000 150,000,000 250,000,000  Giá chưa bao gồm 10% VAT  Giá đã bao gồm 10% phí quản lý tài khoản
  45. 45. Budgets & KPIs Estimated Budget Facebook Solutions Estimated Prices Budget 1st Period Budget 2nd Period Budget 3nd Period Fanpage management 6,000,000/month 6,000,000 18,000,000 48,000,000 Page Post 1,000 – 1,200/CPC 36,000,000 76,000,000 126,000,000 Page Like 400 – 800/CPC 8,000,000 8,000,000 16,000,000 Get Offer 1,500 – 1,800/ CPC 10,000,000 18,000,000 30,000,000 TOTAL 60,000,000 120,000,000 220.000  Giá chưa bao gồm 10% VAT  Giá đã bao gồm 10% phí quản lý tài khoản
  46. 46. Budgets & KPIs Estimated Budget Others Solutions Estimated Prices Budget 1st Period Budget 2nd Period Budget 3nd Period Event 10,000,000/event 10,000,000 20,000,000 20,000,000 Landing page 5,000,000/page 5,000,000 10,000,000 10,000,000 Email Design 500,000/template 500,000 1,500,000 4,000,000 Email Care 200/email 1,300,000 2,100,000 9,600,000 Banner Design 600,000/banner 1,200,000 2,400,000 2,400,000 TOTAL 18,000,000 36,000,000 46,000,000  Giá chưa bao gồm 10% VAT  Giá đã bao gồm 10% phí quản lý tài khoản
  47. 47. Budgets & KPIs Estimated KPIs Google Solutions Unit 1st Period 2nd Period 3nd Period Conversion Clicks Conversion Clicks Conversion Clicks Google Search CPC 100 4,000 – 6,667 200 8,000 – 13,333 300 20,000 – 33,333 Google Display Network CPC 350 35,000 – 58,333 500 50,000 – 83,333 1,130 75,000 – 125,000 Youtube CPV 55 11,111 – 13,333 80 16,667 – 20,000 270 27,777 – 33,333 TOTAL 505 50,000 – 78,333 780 74,667 – 116,666 1,700 122,777 – 191,666 Facebook Ads Unit 1st Period 2nd Period 3nd Period Convesions Clicks Convesions Clicks Convesions Clicks Page Post CPC 600 30,000 – 36,000 900 63,000 – 76,000 1,050 105,000 – 126,000 Page Like CPC - 10,000 – 20,000 - 10,000 – 20,000 - 20, 000 – 20,000 Get Offer CPC 400 5,555 – 6,667 2,000 10,000 – 12,000 3,000 16,667 – 20,000 TOTAL 1,000 45,555 – 62,667 2,900 83,000 – 108,000 4,050 141,667 – 166,000
  48. 48. Budgets & KPIs Estimated KPIs Other solutions Unit 1st Period 2nd Period 2nd Period Total Event Event 01 02 02 05 event Landing Page Page 01 02 02 05 page Email Design Email Template 01 03 08 12 template Banner Design Banner 02 04 04 10 banner Email care Email 6,500 10,500 48,000 65,000 email  Giá chưa bao gồm 10% VAT  Giá đã bao gồm 10% phí quản lý tài khoản
  49. 49. Nguyen Hoang Long Deputy Sales Manager Mobile: 0989 204 270 Email: long.nguyen@cleverads.vn Contact me Contac us at www.cleverads.vn

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