Blaupunkt USA
Marketing Proposal
Prepared by Green Dot Advertising — May 17th, 2017
Objectives & Marketing Strategy
Launch a marketing campaign in 3 US markets where gardening and lawn maintenance is a year-round activity and introduce the Blaupunkt electric line of mowers, trimmers and chain saws to a suburban audience.
Marketing Strategy:
Blaupunkt’s line of electronically powered garden maintenance tools is best suited for smaller yards and a younger audience with limited yard maintenance experience. We suggest that people living in more rural areas have yards that are too big, and likely have a preference for gas powered tools.
As a result, Green Dot recommends initially targeting urban and suburban areas in markets where yard maintenance is required year-round. Southern California, parts of Texas and parts of Florida are ideally suited for this product line. Additionally, millennials are more likely to be environmentally conscious and seek high quality, electric tools that are well engineered and less expensive than their gas powered competitors.
This younger, urban / suburban audience consists mostly of couples and young parents living in their first townhouse or single family home on the outskirts of cities and towns in the targeted states. They routinely research, shop for and order products online, using their mobile devices and sometimes desktop computers. Green Dot suggest that using digital marketing to engage this audience is the most cost effective tactic.
We recommend a combination of search engine marketing (to leverage existing demand for electronically powered garden tools) and social media marketing using video content, blog posts with yard maintenance tips and funny memes to engage the audience. In addition, we recommend deploying retargeting display ads to create a second and third opportunity to link prospects that are researching other products back to the Blaupunkt website.
Landing Pages
Landing Pages Scope of Work
Design and develop a series of new, custom landing pages to showcase the company’s products and support the marketing campaigns.
These (4) landing pages are intended to be product specific and are quoted as a custom site built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The landing pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Here is an example:
https://www.ryobitools.com/40v-20inch-mower/?ref=40v20inchsem&&gclid=CKqIlI2q99MCFRBLDQodpQcHtA
Landing Page Content Outline
- Grass Trimmer / EdgerVideo / Static Header
Electric vs. Gas
(2) Products (Toggle between them)
Performance, Convenience, Low Maint.
Product Features & Specs x 2
Reviews
---
Buy Now - link to retailers
- Lawn MowerVideo / Static Header
Electric vs. Gas
(3)Products (Toggle between them)
Performance, Convenience, Low Maint.
Product Features & Specs x 3
Reviews
---
Buy Now - link to retailers
- Hedge TrimmerVideo / Static Header
Electric vs. Gas
(2 )Products - battery & cord
Performance, Convenience, Low Maint.
Product Features & Specs x2
Reviews
---
Buy Now - link to retailers
- Pole SawVideo / Static Header
Electric vs. Gas
(1) Product
Performance, Convenience, Low Maint.
Product Features & Specs
Reviews
---
Buy Now - link to retailers
Includes the Following:
- Account Service
- Copywriting
- Visual concept development for landing pages
- Layout / design (5) landing pages
- (2) sets of revisions
- Custom landing page development & programming
- Setup custom landing pages in WordPress CMS
- Website setup on hosting account
Google® Adwords
Google® Adwords
Green Dot recommends running PLAs (product listing ads) that will be displayed on Google when prospects search for Blaupunkt products, or search for electronically powered yard / garden tools such as chain saws, hedge trimmers or lawn mowers. These searches represent the best opportunity to make a sale immediately, and can be geo-targeted to areas where the yard size is appropriate for these types of tools.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
Video Advertising
Social Media & YouTube Video Ads
Video ads can be placed on social media sites like Facebook, Instagram and YouTube where they can reach a wide target audience at a low cost, especially when compared to television placements. Research shows everyone from Millennials to senior business executives now prefers video over text and that video can increase conversions by over 65%.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting (incl. phone call tracking)
Does Not Include:
- Video Production
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign. Blog posts focused on gardening tips and trips can be shared social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
Includes the Following:
- (4) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Fresh, weekly branded social graphics
- Tracking and reporting on tagged links in posts
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- RavenTools for campaign KPI reporting
- Monthly account review
Media Spend & Management Fees
Media Spend & Management Fees
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
Services Summary & Pricing
Services Summary & Pricing
Landing Page Design & Development
The project includes the following services:
- Account Service
- Copywriting
- Visual concept development for landing pages
- Layout / design (5) landing pages
- (2) sets of revisions
- Custom landing page development & programming
- Setup custom landing pages in WordPress CMS
- Website setup on hosting account
$7,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Keyphrase research and new Adwords creative
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Audience profiling and geographic targeting
- Seed blog with (3) initial posts
- Tracking setup
$3,800
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Page Management for Facebook
- Advertising for Facebook
- SEM using Google Adwords
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $5k per month**Additional media management beyond $5k per month is billed at 12% of ad spend.
$2,800 p/m
Suggested Monthly Media Spend
You set the budget
Search: $3,000 – $4,500 p/m
Social: $5,000 – $7,000 p/m
Retargeting: $300 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Monthly performance report
$1,200
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Pages | $3,750 | $3,750 | ||||
| Campaign Setup | $3,800 | |||||
| Digital Marketing | $2,800 | $2,800 | $2,800 | $2,800 | ||
| Content Marketing | $1,200 | $1,200 | $1,200 | $1,200 | ||
| Monthly Totals | $3,750 | $7,550 | $4,000 | $4,000 | $4,000 | $4,000 |
Social Advertising & Management
Social Advertising
Green Dot recommends targeting first time home owners between 28 – 40 years of age living in the southern US and narrowing the audience to only those prospects living in ZIP codes that have a high density of small yards appropriately sized for electric yard maintenance tools.
Green Dot recommends newsfeed ads linking to product specific landing pages on the Blaupunkt website, as well as a “like” campaign to begin building an audience of prospects and customers that can be remarked to over time.
Social Media Management
Once prospects and customers “like” the Blaupunkt page, they can be nurtured with yard maintenance tips and tricks, as well as product specific posts explaining the benefits of electric power and the advantages over competitors battery powered products.
Includes the Following: