Digital marketing strategic of pt. eiger multi produk (eiger) analysis
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Transcript of Digital marketing strategic of pt. eiger multi produk (eiger) analysis
DigiMarketingPT. Eigerindo Multi Produk (EIGER)
Mahfud AchyarParamadina Graduate School
Corporate Communication – 2013
Slide master
• Digital Marketing Communication and New Media – How to do study of PT. Eigerindo Multi Produk (Eiger)
• Local Brand of Indonesia• Eiger is the most renowned
company in Indonesia specialized in manufacturing and retailing of adventure equipments.
• The company name, Eiger, was inspired by mount Eiger, a notable mountain in the Bernese Alps, Switzerland, rising to an elevation of 3,970 meters above sea level.
• This company produces bags and adventure equipments.
Achievement • In 2009, we are listed as one of the Top
250 Indonesia Original Brands by a distinguished business magazine Swa.
• Brands are widely recognized as prominent local brands in Indonesia
• Eiger has evolved into a market leader in bags and adventure industry in Indonesia. Vision
“To become a blessed and blessing visionary global company in adventure and e-lifestyle business”
Mission1. To invest in holistic human life development by enabling our people to build their character, competence, and compassion in accordance with their calling to become a significant and a content individuals2. To develop franchise system, e-commerce, and license system as our global distribution strategy.3. To expand our adventure products and services into three themes; technical adventure, travelling adventure, and e-lifestyle adventure.4. To expand our e-lifestyle business in the marketplace and cyber market.5. To shape a world-class organisation system and culture supported by leading innovation and technology.6. To provide outstanding quality products and services to satisfy our customer requirements.7. To become a respectful company that has significant role in
- global ecosystem care- global social culture
- global cyber care
3G
Participant Prints & Goals
17-29 y.o (productive ages)
Gender 70% male, 30 female
Adventuring & Traveling addict
Simple, easygoing, isolated
Transactional behaviour:Electronic money & cash
Psychographic:Mobility, care to SHARE, passion is most important, spend their money to ADVENTURING &TRAVELING
Participant Prints & GoalsAwareness: 3 Flagship Stores, 34
showrooms, and 81 counters spread around Indonesia CLOSED.
Marketplace moved to MARKETSPACE
Need access to information about traveling & adventuring. So let’s go to internet!
Sharing about their EXPERINCE on website, blogs, social media, etc.
Digital Profile:User smartphone; social media users such as
facebook, twitter, tumblr, instagram, etc.Content Consumption:
Simple, eye catching, invormative, atractive, and more information.
Content Creation:Will be happy to share their travelogue on website,
blogs, and social mediaHunting adventure equipments high-grade!
Digital Platform Digital platform:
WEBSITE www.eigeradventure.com
Channel Mix Plan & Creative Concept: social media (Facebook, twitter, instagram, youtube, path, pinterest, email blast, mobile apps, quick reader code, digital device.
Generating Awareness & Influence
Messaging and viral plan More information about adventuring and traveling Suggest people to create personal account on website Promote events based on digital. For example: photography contest, writing, movies. Offering blog travel community Send e-Newsletter to their email Targeted participant are: traveler, adventurer, photography addict, public.
How to generating awareness?Based on case:
EIGER SEVENT SUMMIT
Travel communityWebsite & Social MediaSearch engines optimization
INFLU
EN
CER
Monitoring Plan
Hernessind Data, Analytic, & OptimizationParticipant-Provided Data Based on website to
collect consumers data. (Name, address, birth, etc.)
Move the database (offline) to the online database.
Behavioral Data Monitoring
consumer conversations on social media, especially youtube, twitter, facebook, blogs, and others.
Particapants-Provided Data Survey or Poll on
official website
Creating Data Plan Email subcribed
service, mobile site version, social media, digital member card.
Analytics Plan Eiger can using
google analytics, decidely KPI, measures.
Google Analytics
Online PR & Reputation Management
PR Online Raising the online profile of the
business, products and services by contributing positively to the online community.
Managing the reputation by monitoring, assessing, responding to and influencing online conversations about business or corporate.
www.kaskus.us
Eiger Online Press Release
a story worth reading; need a strong ‘hook’; story first, detail later; keep it concise, objective and to the point; use active, compelling language; accessible and jargon free; contact details; be keyword optimized; link back to your site; and stick to the guidelines.
Company/Corporate Blog
Blogs are social media; Blogs are not promotional platforms; Engage; Be yourself; Update regularly; Encourage comments; Don’t censor comments; Empower the blogger; Optimize your blog
Social Media Enggagement
Reputation
GOALS: Eiger as Industrial Go Green!
Positif Image
Negative Image
Affiliate Marketing & Strategic Partnership
SERP (Search Enginge Results Page)Affiliate Marketing AdventureAffiliate
Affiliates have access to metrics on merchant performance, including earnings per click (EPC), conversion and average approval time. For each ad creative/campaign there are detailed statistics on impressions, clicks, click-through rates (CTR), earnings per click (EPC) and conversion rates.
Thank You!