mktg617: digital marketing strategy for chh construction sys pte ltd (singapore)

DIGITAL MARKETING STRATEGY

MBA Class of ‘14

Total staff

20 Established

1991 Departments

3 Family-ownership

98% directors

Company profile


Abbreviation of

Hokkien (dialect) for

‘job well done’

Genesis of name

“Chorh horh horh”

BUILDING

SECURITY

SGD 9M

Annual

turnover

Lines of business

Retrofitting & renovation of

conservation shop-houses;

building Good Class

Bungalows (GCBs)

Sole distributor of Israeli

wireless alarm brand Visonic

& Russian security software

brand AxxonSoft

Presence in


Our marketing problem & call to action

Call to

action

Generate

awareness & clarity

for prospective clients

Understand Create

Communicate Extract Deliver

VALUE

At present

Misperception & uncertainty regarding the firm’s

product & service offerings – potential loss of revenue opportunities

solely in buildings?” “Do you specialise “I assumed you did only

security” offer?” “What do you

Purchase / attribution funnel


EXPOSURE

Prospective home owner

perceives need to engage a

competent & cost-effective firm

AWARENESS, EXPLORATION

.. builds initial consideration set

based on available options and / or

exposure to recent touch points

CONSIDERATION,

DECISION-MAKING

.. adds or subtracts from the consideration

set based on own evaluation and / or

recommendations by influencers (architects)

CONVERSION, SALES

.. eventually engages a firm who is either

shortlisted through a tender process or

directly engaged (without tender)

RELATIONSHIP MANAGEMENT

.. builds expectations based on positive or

negative experiences with the firm which

will help inform future decisions

RETENTION,

ADVOCACY Positive experiences may lead to

recurring business for the firm

designate.sg/

chhsys

Key touch points


EXPOSURE

AWARENESS, EXPLORATION

CONSIDERATION,

DECISION-MAKING

CONVERSION, SALES

RELATIONSHIP MANAGEMENT

RETENTION,

ADVOCACY

CLOSURE

Interactions with the firm,

customer service

ACTIVE EVALUATION

Consumer-driven (inbound)

marketing

Word-of-mouth

Online research

Offline (print) reviews

INITIAL CONSIDERATION SET

Firm-driven (outbound)

marketing

Direct sales / marketing

Trade shows

Sponsorship

Prior website Tedious navigation

Depiction of both lines

of businesses unclear

Lacking comprehensive portfolio of products & services

Limited compatibility with mobile browsers

Paid search advertising & content creation


Placing Google AdWords ads next to Google search results for boosting website traffic to drive greater overall awareness of Chh’s products & services

OBJECTIVE


Placing Google AdWords ads next to Google search results for boosting website traffic to drive greater overall awareness of Chh’s products & services

OBJECTIVE

Revamped website Better navigation

Clear depiction of both

lines of businesses

Comprehensive portfolio of products & services

Maximum compatibility with mobile browsers

“..the 90th percentile of sites by the industry”

Paid search advertising & content creation

Campaign kicked off with a single ad group

First set of 4 key words

Budget of $3.50

Turned on Phrase match

Daily Budget updated to $5.50

Exact match: ads may show on searches that are an exact term & close variations of that exact term

Turned off Phrase match and enabled Broad match

Max CPC for all keywords set to $0.95

Broad match: ads may show on searches that include misspellings, synonyms, related searches, etc.

Keywords [visonic power master] visonic power master

Searches visonic’s power master visonic power master in

Singapore


Day 1 - 4 Day 5-11 Day 12

RESULTS Display Search Display Search Display Search

Impressions 1775 (444/d) 1067 (267/d) 104 (15/d) 698 (100/d) 296 84

CTR 0.17% 0.75% 1.92% 1.72% 0 0

Methodology & results of paid search advertising

Day 1 Day 12 Day 5

Added 3 new ad groups

Updated 40+ new Keywords recommended by AdWords

Different set of keywords for each group

No further ad groups (4)

Added negative keywords to filter out irrelevant traffic

Negative match: ads may show on searches that are searches without the following terms.

End of campaign

Keywords [visonic power master] - verizon; - ADT security system

Searches visonic’s power master visonic power master


Day 13 - 21 Day 21-25 Day 1-25

RESULTS Display Search Display Search Display Search

Impressions 4304 (478/d) 1766 (196/d) 3443 (689/d) 894 (179/d) 10907 (436/d) 4721 (189/d)

CTR 0.16% 1.30% 0.15% 1.23% 0.16% 1.14%

Broadened geographic reach to Malaysia

Methodology & results of paid search advertising

Day 13 Day 22 Day 26


Google Analytics

% New Sessions

24% of all searches made from mobile & tablet devices

62% of website visits through search are attributed to AdWords

Significant spike in referral traffic (Facebook) coinciding with trade show


Google Analytics

73% of visitors from Singapore

& Malaysia

Greater interest in security business

Visitors used the contact form

on website

Social search advertising


OBJECTIVE

METHODOLOGY OUR RESULTS

KEY LEARNINGS

Three unique campaigns (duration of 5-7 days for each) aimed at growing:

Facebook page likes Clicks to webpage by advertising

construction services only Clicks to webpage by advertising

security services only

Initial target age group at 25-54 premised on higher purchasing power; gender-neutral

Reach, i.e. no. of times ad appears on a user’s newsfeed: 9189 (total)

Page Likes , i.e. unique subscribers to Facebook page: 52

Clicks to Website: 110

Create targeted ads based on specific demographic variables to drive greater awareness of Chh’s products & services

Target a younger 25-34 age group Higher engagement, lower Cost per Like: 16₵ vs 48₵

Focus on advertisement placements for mobile News Feed Mobile (NFM) captured 84% of total reach

Importance of quality & attractiveness of content Photos of homes attract more clicks than security devices

Key takeaways


Careful selection of keywords is vital; use of Google-recommended keywords is unlikely to be as effective

Although display networks generate 1/3 of all website clicks

compared to search networks, they yield 3x as many impressions; firms need to distinguish between both & determine which would

yield a higher conversion for their businesses

Facebook a more effective engagement tool for younger audiences

Importance of quality & attractiveness of content on Facebook,

which is more frequently accessed on mobile devices

Regularly measure & interpret results to continuously improve upon

website & Facebook page features for improving salience

THANK YOU

mktg617: digital marketing strategy for chh construction sys pte ltd (singapore)

Marketing