case study - the story of an online campaign
DESCRIPTION
Launching a product into the international arena requires a holistic view and a tailored strategy, to be implemented step by step. The following presentation describes the development of a successful online campaign — in this case, for a telecom product line. We are taking you on a tour that starts with a strategy, and continues through traffic generation, lead handling, a video presentation, landing pages, a Google Adwords campaign, a remarketing campaign, and more.You’re welcome to view the presentation to get an idea of what we can do for you. We would be happy to manage your next online campaign. Be in touch!TRANSCRIPT
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development
CASE STUDY The story of an online campaign
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development
About Us About Alfa Network Campaign Goals Campaign Strategy Main Messages Marketing Kit Database Sources Site Statistics Email Marketing Creating a Landing Page Video introduction AdWords: Keywords, ads, statistics AdWords: Remarketing
CONTENTS OF THIS PRESENTATION
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development
A consulting firm dealing with business development in emerging markets
Target Vendors
Telecom Software Internet
Main Services
Channel recruiting Sales & marketing outsourcing Lead generation marketing
Focus Regions
Asia-Pacific Africa Latin America Russian federations
ABOUT US
“We can help you penetrate the most promising international markets quickly and at the lowest possible cost”
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development ABOUT ALFA NETWORK
A Taiwanese-based private company with a wide customer base around the world
A manufacturer of a high-power quality end-to-end WiFi portfolio PTP/PTMP wireless backhaul and access, indoor routers and accessories,
antennas and more
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Campaign Goals
Recruit new wireless resellers Increase sales volume Increase awareness of the brand Target region – Africa
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Campaign Strategy
Focus on price performance vs. main competitor and market leader Ubiquiti Networks
Create a marketing kit for potential resellers Develop a database of potential resellers Direct email campaign to competitors’ resellers Landing page with a focus on prices and field test results vs. Ubiquiti Google AdWords campaign Google AdWords re-marketing campaign
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Main Message - Price/Performance
Focus on price performance vs. main competitor and market leader Ubiquiti Networks
Test results of PTP/PTMP field results by Alfa partners are the main USP of the campaign
Web exposure of the prices of Alfa most popular products Sample prices are a teaser to spur a request for the full price list
Sample Pricing Field Test Performance
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Marketing kit
Data sheets and specs can be viewed on the Alfa Network website We’ve created a closed landing page that includes promotional information
on Alfa’s product line in few PDF files We’re trying to provide an answer to each potential question within the
kit’s content
Product Catalogue
Starter Kit for Resellers
Wireless Applications
Frequently Asked
Questions
Price List Commercial
Guide
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Database sources - Facebook
Traffic and potential resellers arrives
from our Facebook page A biweekly status submitted
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Database sources - Website
Subscribers to One Business Avenue’s newsletter One Business Avenue Facebook fans Organic traffic (SEO) to One Business Avenue’s website Relevant contacts from previous campaigns Google AdWords leads
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development
Information on competitors’ channels are freely available on the Web
Database sources / Competitors
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development
34,673 page views during 2012 – Our main source * One Business Avenue was established on January 1, 2012!
Data Base sources / Site Statistics
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Direct eMail Marketing
A weekly direct and simple email to potential African distributors and resellers
Topics are planned in advanced and aim to draw growing attention from the contact list
Introduction Most popular
products – one per email
Special promotions (offering a
20% discount)
Introduce new sections,
such as Frequently
Asked Questions
Success stories
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Direct eMail Marketing / Sample
All emails are simple, with no pictures, just 1-2 links to a web page/PDF
Messages look like individual emails and not like a newsletter or mass mailing
Each has a short and catchy title
There’s always an option to unsubscribe
As personalized as possible
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Landing page / Visual
Visual and title: Become a Wireless Reseller The chosen visual will accompany the campaign through all it stages We’ve chosen a visual that provides the feeling of freedom, technology,
and the great outdoors
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Landing page / Video
We’ve made a 1-minute video promoting Alfa Network’s USP and offering a personal invitation for cooperation. The video was made in our own office.
YouTube capture Behind the camera…
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development Landing page / Contact us
A clear “contact us” box asking for all the relevant data and an automatic “thank you” to the visitor for filling out the form
The “thank you” page The “contact us” form
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development AdWords - Keyword Research
A major factor for success is early research Search for keywords on customers’ and competitors’ websites Fine-tune non-convertible keywords
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development AdWords - Ads
We’ve created over 50 ads To try to avoid local requests we have mostly used titles such as “reseller”
“Become a reseller,” etc. Ad performance is monitored daily
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development AdWords - Re-marketing
Every visitor from AdWords or other traffic sources leaves his signature with us for 540 days.
We will follow his browsing, and present follow-up ads at Web pages he visits, asking him to revisit our landing page
We have created ads in different sizes, for Google to insert in the right places.
We are change the messages every 60 days
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development AdWords - Re-marketing
A sample ad appears when the visitor goes to YouTube, for instance
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development AdWords - Summary
Twenty countries were targeted with a few different campaigns
Our total cost is $55 per day, slightly over $1,500 a month
In two months’ time we have achieved 2,380 clicks/visitors
The ads were exposed 141,218 times. Great branding!
We have received 267 leads
On average, one out of every 10 visitors has sent us an email
Average cost per click is $0.45
Average cost per lead is about $8.5
Case Study - Become a Wireless Reseller – The story of an online campaign
One Business Avenue One Address for Business Development AdWords - Summary
Case Study - Become A Wireless Reseller – The Story of an online campaign
OneBusinessAvenue.com
Thank you
We would be happy to manage your next online campaign. Be in touch!