Professional Documents
Culture Documents
Background
1. Impact Target Areas For The Promotion
2. TG Segments & Searching Attributes
3. Online Visibility Landscape For Health and fitness
4. Online Visibility Landscape For Talwalkars
5. Proposed Digital Marketing Services & Rationale
6. Intervention – ODA (Online Display Advertising)
7. Intervention – MMT (Mobile Marketing)
8. Intervention – EMT (E-mail Marketing)
9. Intervention – BLG (Blogging/Article Writing)
10.Intervention – MSD (Microsite Development)
11.Value Of A Relationship With Webisdom
Core objectives
a. Create awareness of the upcoming property
within TG
Above is as per Google Adwords analytical tool which tracks search volume
(volume is across desktop, laptop and mobile phones)
1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10.Intervention – EMT (E-mail Marketing)
11.Intervention – BLG (Blogging/Article Writing)
12.Intervention – MSD (Microsite Development)
13.Value Of A Relationship With Webisdom
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Global search volume for the single month of
Dec, 2010 on:-
Very low search volume, 18100
“Talwalkars ” especially when compared 3600
“Talwalkar gyms” to competition brand! 1000
“Talwalkars Bangalore” 210
“Talwalkars Delhi” 210
“Talwalkars gym Mumbai” 140
“Talwalkars gym fees 140
140
“Talwalkars membership” 73
“www.talwalkars.net”
“Talwalkars india”
Above is as per Google Adwords analytical tool which tracks search volume
(volume is across desktop, laptop and mobile phones)
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“club”
“fitness” 124,00 “Talwalkars ” 18100
“clubs” 0,000 “Talwalkar gyms” 3600
“gym” 16,600,00 “Talwalkars Bangalore” 1000
“gyms” 0 “Talwalkars Delhi” 210
“fitness first” 74,80,000 “Talwalkars gym 210
“gold’s gym” 91,40,000 Mumbai” 140
“health and fitness” 10,00,000 “Talwalkars gym fees 140
“fitness club” 8,23,000 “Talwalkars 140
5,50,000 membership” 73
3,68,000 “www.talwalkars.net”
Above keywords “Talwalkars India”
3,01,000
have negligible
search volumes
currently! Idea is
to evolve from
here to volumes
comparable to
L.H.S.
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VISIBILITY SEM (SEO will be
ongoing)
BUZZ/HYP
E ODA, EMT & MMT
ODA
53% of active internet audience respond to an online advert!
SMM
Social media has overtaken e-mail to be the # 2 activity (after
search) today
EMT
ODA
Impactful ODA across banners, adverts & video creates a
“wow!” aura
SMM
BLG
With advent of MMS, EMS, WAP & 3G, along with SMS, hype
gets created
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Keyword i. Identify keywords that relate to Talwalkars LoB – by
services, products, by technologies used, by benefit
research
accrued.
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Search engine accounts on Google® and Yahoo® would be owned by
Talwalkars and would be fully transparent
Webisdom® would act like Talwalkars’ internal online marketing
team sitting outside
Implementation Road Map
Week 1 Week 2 Week 3 Week 4 onwards…
Campaign Budgeting
SEM Setup
Budgeting: Sustenance
Activities
Planning the
budget for the
campaign
Keyword
KPI Generation:
Formulation: Generate a
Maximizing comprehensive Augment keyword list
average time on keyword list and
Re-code website script
site or pages per dividing the list
visit and into ad groups & Continuous improvization
minimizing campaigns
bounce rate 19
Why You May Want To Choose Webisdom For SEM For Talwalkars ?
[contd.]
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Brand buzz
Brand awareness & recall
Visitor loyalty
EXTENA
INTERN
AL
VIRTUAL
L
PROPERTIES
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Insertion of high-impact
display signage on relevant
internet properties
Executing continuous
improvement/redefinition
Banners Balloons
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Highest level interest: Websites frequented by
1 the TG with highest level of interest in the product
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L
O
Fifa
W Cricinfo F1
O
I P
N T
V I
E O
S N
Forbes T Nytimes S Timesofindi
M a
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N
T
P
I
T
N
I
V
O
E
N
S
Citibank Mapsofindi S Ixigo
T a
M
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N
T
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ST
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N LY
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Talwalkars
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The Talwalkars Group proudly presents Mumbai’s best and newest address in
Talwalkars
world-class leisure Health & Fitness…PRESENTING SOFITEL… THE BEST Health &
Fitness ADDRESS SINCE SOME TIME IN BANDRA KURLA, MUMBAI!!!
N LY
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If it’s Mumbai, is
there
something
exciting you
may have not
yet looked at?!!
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Talwalkars
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Talwalkars
Experienc
e
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Reaching the Continuous
Customers Improvement
Measuring and
Optimizing
Maximizing Average
Time on Site
Maximizing Pages per
Visit
Minimizing Bounce Rate
Daily
Feedback
To optimally correct and
allocate media budget
for one/various
campaigns
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Talwalkarsding to
the 40/40/20 rule,
on an average, a
direct marketing
campaign’s
likelihood of
success is
determined 40%
by the offer, 40%
by the list or
target it reaches
and 20% by the
creative approach
employed.
Short Messaging Service
Multimedia Messaging
Enhanced Media
Messaging
Customizable to
geography (up to city-
level), TG-attribute(s) and
of course, the content
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10.Intervention – EMT (E-mail Marketing)
11.intervention – EMT (E-mail Marketing)
12.Intervention – BLG (Blogging/Article Writing)
13.Intervention – MSD (Microsite Development)
14.Value Of A Relationship With Webisdom
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• SMS
i) Membership alerts
ii) Promotion alerts
iii) M-coupons/vouchers
iv) Promotion alerts
• EMS
i) Multimedia content on property, amenities, promotions, etc.
• MMS
i) Video feeds via Facebook embeds – in real time of group Company and
international properties
• APPS
i) Bespoke applications (downloadable) – map tool, availability finder and m-check-in
ii) Mobile Facebook & Mobile Twitter
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Reliable Database To Reach
Everyone
Set CMS parameters
Receive content
Format content
Dispatch content
Accumulate responses
Respond
37
S www.talwalkars.net
Health & Fitness
is now redefined M
with tall coming
up at Talwalkars S
Mumbai!!! Enjoy
a whole new
world of good +
times. Avail 10%
discount on First
booking. For
More details
logon to W
www.talwalkars.
net A
P
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10.Intervention – EMT (E-mail Marketing)
11.Intervention – BLG (Blogging/Article Writing )
12.Intervention – MSD (Microsite Development)
13.Value Of A Relationship With Webisdom
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Value the
customer/prospect
Thoroughly professional
approach
Launch details
Deliver value
Advance Club-
memberships Be engaging
Service offerings Dare to be different
information Treat it as a
Promotion schemes complimentary to the
Surveys & opinions offline effort
Contest participation
Newsbytes
Alliances
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Reliable Database To Reach
Everyone
Set CMS parameters
Receive content
Format content
Dispatch content
Accumulate responses
Respond
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N LY
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10.Intervention – EMT (E-mail Marketing)
11.Intervention – BLG (Blogging/Article Writing)
12.Intervention – MSD (Microsite Development)
13.Value Of A Relationship With Webisdom
44
What Can Webisdom Do For Talwalkars?
45
What Can Webisdom Do For Talwalkars ?
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1. Background
2. Impact Target Areas For The Promotion
3. TG Segments & Searching Attributes
4. Online Visibility Landscape For Health & Fitness
5. Online Visibility Landscape For Talwalkars
6. Proposed Digital Marketing Services & Rationale
7. Intervention – SEM (Search Engine Marketing)
8. Intervention – ODA (Online Display Advertising)
9. Intervention – MMT (Mobile Marketing)
10.Intervention – EMT (E-mail Marketing)
11.Intervention – BLG (Blogging/Article Writing)
12.Intervention – MSD (Microsite Development)
13.Value Of A Relationship With Webisdom
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Technology
User-interface (UI)
Content
Visibility
Integration
Visual-appeal
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Technology
HTML, XML, ASP, Sharepoint™, Flash™, PHP, Apache, CGI
Perl, Web 2.0, interoperable between Vista™ & Leopard™,
easy to modify script, scalable
User-interface (UI)
Minimal scroll, simple, friendly, quick-load, uncluttered,
interactive, new-tab viewing, easy-to-use-feedback
platforms
Coantent
Very relevant, impactful, up-to-date, data-driven, user-
statistics, personalized, tightly integrated, knowledge-
bases, dynamic theme-based
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Visibility
SEO-updated, SEM-supported, ODA-integrated, SMM-
integrated
Integration
With content, visibility, relevant external web properties,
corporate website and customer’s personal pages (where
applicable)
Visual-
appeal
Very high-impact, tightly aligned with product positioning,
theme-based
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Requirements gathering
Domain booking
Framework designing
Coding
Testing
Beta development
Hosting
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Very high visual impact
User-friendly
Deeply interactive
Minimal form-feeds
Celebrity feedback/inputs
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A. Quality of Human Interface:-
Category Education Experience Key Role
Offsite Contact MBA from IIPM, 09 yrs. Client relationship; 1. Cohesive engagement
[shared resource] New Delhi project management 2. Knowledge sharing
3. Minimal
communication gaps
Delivery Team Mix of seasoned content-writing, design, web-analysts and 4. High-impact
SEO specialists overseen by Delivery Head deliverables
5. Definite results
B. Thought Leadership:-
Name Education Experience Key Role
1. Efficient project
Santosh Kumar Sood MBA from IIM, 25 yrs. Strategic Guidance steering
(Ahmedabad) 2. Cross-industry learning
leverage
Durables
Travel/Health
& Fitness
Media
Business
BFSI Process
Outsourcing
Education
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"Our association with Webisdom has been a very fruitful journey where the
Relationship has been continuously strengthened. Their subject-matter expertise,
quality of execution and rock solid client orientation and thorough ROI-focus makes
them stand apart from many I have known. IFB appliances online effort has been
entirely handled by Webisdom has proven to be a tremendous catalyst in the offline.
Their team is second to none and we look forward to broadening scope of our
business association with them.”
“ We have been working with Webisdom for more than a year now and with
competition in our Industry being fierce, we have always been getting sound advice
from them and they treat our money as their own and are prudent in their spends
the ROI’s are more than satisfactory. Here is wishing Team Websidom the best.”
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Neha Sharma
Chief Business Officer
Email: neha.sharma@webisdom.com
Mobile: +91 97 189 36761
Amardeep Bajpai
Vice President – Marketing
Email:
amardeep.bajpai@webisdom.com
Mobile: +91 99 101 21485
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