Oam brk marketing execution of brand awareness campaign draft (3)-06-nov14
Transcript of Oam brk marketing execution of brand awareness campaign draft (3)-06-nov14
PLANNING & EXECUTING A MARKETING CAMPAIGN
PEOPLE
RENTERSDEVELOPERS
BUYERS SELLER
PROPERTY OWNERS
AGENTS
WHAT IS OUR BUSINESS ABOUT?
show case more unique properties host more people who are shopping
for properties
Happy PEOPLE make us the Nr. 1 property site which simply means we:
PEOPLE
INCREASE TRAFFIC BY 50%(130k to 195k)
VALUE
NR. 1 PROPERTY PORTAL CONVENEIENT
VISIBILITY
CREDIBILITY
WHAT IS OUR GOAL?
HOW DO WE ACHIEVE THIS?
RESEARCH• Competitive review• Digital landscape• Dipstick interviews
COMPETITIVE REVIEW
THE KENYA DIGITAL LANDSCAPE
Population of Kenya
Kenyan’s access the internet
Cell Phone Subscribers
Smart Phones
5M+ 45M
30M+ 19.6M
4MUsers
0.8M Users
4MUsers
3.5M Users
www.pwc/com/ke
“The number of Smart Phone Connections is expected to grow on an average of 40% per year between now and 2017”
“Data Revenues grew by 42% year on year in 2012”
QUICK DIPSTICK …….
How do you search or find your property?
Do you use Buyrentkenya?
Are you currently renting? Or do you own your own property?
Have you heard of buyrentkenya?
Do you know what buyrentkenya does?
What do you think of the name buyrentkenya?
RESPONSES
I usually use the newspaper, my pal, property magazine
I rent my property But don’t have time to keep searching when rent goes up to find new digs!
I know what they do they are a real estate agency!
Yes, but I need more leads
I the name buyrentkenya?
Yes I’ve heard of buyrentkenya
STRATEGY-
STRUCTURING OUR CAMPAIGN
OUR STRATEGY PILLARS
CREATE A SINGLE IDEA
TO GUIDE THE BRAND TO SUCCESS
CREATE ADAPTIVE
BRAND PROPERTIES
ACTIVATE EVERYWHERE
THROUGH A BRAND WORLD
SINGLE AGREED STRATEGY
VISUAL BRAND IDENTITY
BRAND BEHAVIOUR
SINGLE AGREED STRATEGY- TRIANGLE OF TRUTH
HUMAN TRUTH“When I go online I’m worried if the property on the site
is credible, will they charge commission, is it safe ?”
INTERNATIONALLY KNOWN
– LOCALLY RESPECTED MARKET TRUTH
“Wildly unreliable, level of service and pricing”
PRODUCT TRUTHWe are local,
transparent, simple to use, credible,
operating with the highest industry
standardsCONCENTRATED
BRAND IDEA
BUILDING FOUNDATION …DEFINING SUCCESS
Everyday Hero
Internationally known & Locally respected
Low Cost to Agents/No Cost to Customers
Progressive Professionals
Kenya’s best & Nr.1 Property Portal simple to use
and of the highest international standards
Vision USP Essence
Core thought
Brand Vision
Tone
Product
Professional, Inspiring, Bold, Positive, Open, Interesting, Confident, Vibrant
Modern, Functional, Honest, Transparent, Simple, Reliability
SINGLE AGREED STRATEGY
HUMAN TRUTH
MARKET PRODUCT TRUTH TRUTH
Concentrated Brand Idea
VISUAL BRAND IDENTITY
WHY?Will I talk about it
HOW?Do I get involved
WHAT?Keeps the conversation
going
HOW DO WE DEVELOP A BRAND AWARENESS CAMPAIGN BASED ON THE FOLLOWING BRIEF
What is the brand best at in the country?
What is the single minded message or experience?
What’s the difference will this make in peoples lives?
One word that describes our tone of voice
How will we know if we have succeeded?
Nr. 1 Property Portal
Simple, Easy, Affordable & Cool
Search for property , 24/7, in a cost effective, convenient, from a trusted source
Progressive
We’ll reshape a radical rethink about property search & portals
SPOKE CREATURES
INTRODUCING MR.BRK
SINGLE AGREED STRATEGY
HUMAN TRUTH
MARKET PRODUCT TRUTH TRUTH
Concentrated Brand Idea
VISUAL BRAND IDENTITY BRAND BEHAVIOUR
WHY?Will I talk about it
HOW?Do I get involved
WHAT?Keeps the conversation
going
LOOK
DO SAY
INVOLVE BELIEVE
THE SUITABILITY OF TOUCHPOINTS DICTATE THE PATH
TV Referrals
OOH SIGNAGE
Sales presentations
NewspaperRadio
Malls & Ambience
MAGAZINES
Events & Expos
WOMOnline
moreTOUCHPOINTS
STRAIGHT WINDING
Industry influencers
CREATIVE EXECUTION & IMPLEMENTATION
CREATIVE EXECUTIONBRAND TVC
CREATIVE EXECUTION & IMPLEMENTATION
CREATIVE EXECUTIONRADIO
HITTING THE RADIO WAVES
• Recorded x3 radio spots – (English and 2 vernacular)
• Took up radio activations for x2 weeks on 3 stations
• x 1 month sponsorship of Frequency checks
CREATIVE EXECUTION & IMPLEMENTATION
CREATIVE EXECUTIONONLINE
TV PROMOS ON FACEBOOK & TWITTER
RADIO ACTIVATION PROMOS - FACEBOOK & TWITTER
RADIO ACTIVATION DRIVEN ON TWITTER
STANDARD MEDIA ONLINE
COMMUNITY BLOGS
PARTNERSHIPS – FACEBOOK & TWITTER COMPETITION
Today we are at over 132,000 Likes!
CREATIVE EXECUTION & IMPLEMENTATION
CREATIVE EXECUTIONPRINT
CREATIVE EXECUTION & IMPLEMENTATION
CREATIVE EXECUTIONOUT OF HOME
OUT OF HOME – MULTIDIRECTIONAL SIGNAGE
CREATIVE EXECUTION & IMPLEMENTATION
CREATIVE EXECUTIONPRINT-BELOW THE LINE
CREATIVE EXECUTION & IMPLEMENTATION
ACTIVATIONS
B to B & B to C EVENTS
Bo Concepts – provision of lifestyle furniture for events, giveaways
B to B & B to C EVENTS - PARTNERSHIPS
B to B & B to C EVENTS - PARTNERSHIPSPROMOTION OF THE 1ST KENYAN DIASPORA HOMES EXPO, NYC
AGENT GIVEAWAYS MASCOT STANDEES
& BRANDED FRIDGE
MAGNETS
CREATIVE EXECUTION & IMPLEMENTATION
AWARDS & ACHIEVEMENTS
FINALIST
FINALIST
NOMINATED FOR SOCIAL MEDIA AWARDS – SME OF THE YEAR
CREATIVE EXECUTION & IMPLEMENTATION
PR OPPORTUNITIES
PR VALUE: CEO TV INTERVIEW
BRK RADIO INTERVIEWS
HOW DID WE PERFORM?
PERFORMANCE REVIEW01-30 JUNE 2014 01 – 31 JULY 2014
TOTAL NR. OF VISITORS 92,500 TOTAL NR. OF VISITORS 136,113
TOTAL NR. OF UNIQUE VISITORS
50,826 TOTAL NR OF UNIQUE VISITORS
74,588
PAGEVIEWS 350,760 PAGEVIEWS 535,458
RETURNING VISITORS 59.5% RETURNING VISITORS 40.5%
NEW VISITORS 40.5% NEW VISITORS 42.5%
TOP REAL ESTATE SEARCHES IN KENYAQUERY QUERIESIMPRESSIONS CLICKShouses apartments for rent 642,698 1,923,891
3,528real estate 396,9511,531,940 3,233houses apartments for sale 194,078 553,143 845land 131,036
414,284 1,762buyrentkenya 11,550 26,234 4,030nsoko 8,699 6,860 279house plans 8,495 61,371 2,255houses for sale 8,118 30,281 856buy rent kenya 6,113 16,232 1,967houses for sale in Nairobi 4,275 21,275 1,064house for sale 4,159 12,820 172house for rent 3,833 13,655 410houses for rent in Nairobi 3,505 16,405 531property 24 2,905 6,827 1,312property 2,781 6,023 137
BUDGET & AD VALUE
HOW MUCH DID WE SPEND + AD VALUE?USD. USD.
Cost of the Brand Campaign 139,525.00
Media Rebate 4,117.00
TV Negotiated +Airtime/Interviews
41,764.70
Radio interviews extra spots
9,176.47
Print (free editorial) & discounts
10,282.00
TOTAL AD VALUE 65,340.52
We don’t need to outspend our competition – just outshine them!
THANK YOU