Dometic | Spot Zero
Marketing Proposal
Prepared by Green Dot Advertising — January 4th 2017
Objectives & Marketing Strategy
Generate awareness among the marine industry about Dometic | Spot Zero products and their benefits, drive qualified traffic to the website and build a social media community.
Marketing Strategy:
The Dometic | Spot Zero products offer such tremendous value and proprietary benefits that the system literally sells itself. This is an audience where affordability is not the primary issue. If they want something, they will buy it.
As a result, the primary objective for Dometic | Spot Zero is brand awareness. More people simply need to learn about the product and it’s benefits. Most importantly, the right people, need to be introduced to the right product.
Nothing can accomplish audience segmenting better than digital marketing. We can target center console boaters with the mobile unit, and sport fisherman with an entire line of water makers and freshwater filtration solutions. By utilizing a combination of search and social media marketing channels, we will ensure we capture existing demand, as well as create demand and awareness.
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
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Design retargeting banners
- Update branding for social channels
$2,500
Testimonial Videos
Project includes:
- Account Service
- Video editing – 30 sec. clip
- Audio editing
- (2) Sets of revisions
- Final output and upload to YouTube
$650 each
Digital Marketing Services
Your marketing services package includes the following:
- Account Service
- Creative for social channels
- Page Management for Facebook – (3) posts per week
- Like Campaign for Facebook
- Video Ads & Image ads on Facebook
- Phone Call Tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $3,000 per month**Additional media management beyond $3,000 per month is billed at 12% of ad spend.
$2,000 p/m
Suggested Monthly Media Spend
You set the budget
Social: $2,750 p/m
Retargeting: $250 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $2,500 | |||||
| Digital Marketing | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | |
| Testimonial Video | $650 | $650 | ||||
| Media | $3,000 | $3,000 | $3,000 | $3,000 | $3,000 | |
| Monthly Totals | $3,150 | $5,000 | $5,000 | $5,650 | $5,000 | $5,000 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. Placing ads on social channels is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Many social networks only allow you to reach a percentage of your community for free. For example, Facebook only allows you to reach up to 6% of your page follows organically and after that you must pay to reach the remaining 94%. Social advertising helps help reach and nurture the people in your community that the networks won’t allow you to reach for free.
Social Media Management
Social marketing on Facebook allows you to engage directly with your social community on a daily basis.
Includes the Following: