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Video 26 Executive Presentation eMarketing Strategy Firefish Software

IBMS Semester 6b Fall 2013 Mr. George Szanto. Video 26 Executive Presentation eMarketing Strategy Firefish Software . The Company Firefish Software Ltd. Background – setting the scene. Point A - Our Customer Base in NL & Known Competitors 10,000 potentials customers

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Video 26 Executive Presentation eMarketing Strategy Firefish Software

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  1. IBMS Semester 6b Fall 2013 Mr. George Szanto Video 26Executive Presentation eMarketingStrategy Firefish Software

  2. The Company Firefish Software Ltd.

  3. Background – setting the scene Point A- Our Customer Base in NL & Known Competitors • 10,000 potentials customers • Two main personas: • HRM Managers; and Sr. Managers like COO, CFO, ITC Director • Plenty of competition, at least 10 other suppliers Point C – Our Current Online Status in NL • Current bus. Model – SaaS subscription; • New possible models – manufacturer selling onsite license • Online presence: good website, but little Social Media presence, no Dutch content now ; no name recognition at all; no Dutch S.E.O. now

  4. SMART Business Goal + STP • Point D - SMART GOAL : Get 100 midsized (50 – 500 employees) Dutch companies to try one of the free 14 day demonstration licenses for the company’s Engage or Connect products over a 4 month period. • Point E - Online Segmentation & Targeting • 2 different target groups: HRM managers and Sr. Managers like COO, CFO, ITC director • Point F - Key positioning initiatives: • Try before you buy for free • Low start-up costs, easily scalable • Hassel free ITC solution, not effecting your ITC infrastructure

  5. OVP Using Dutch Marketing Mix Point G OVP – Marketing Mix • Product: Offer scalable service based on # of user’s with different levels of support. • Place – offered virtually, 7/24 online • Promotion– free online demonstrations; viral spreading using rewards incentive program; • Process – modern; integrated with (Dutch) Social Media sites where most recruiting takes place; • Physical Evidence – testimonials from 3 lead customers against free use of the product; Point H Content Needs – 2 types: • (1) for Reaching enough new prospects; • (2) Activating prospects to try the product for 2 weeks. Content needed by target: • (1) for hands on HRM managers; • (2) for other managers - ROI, technical ITC info

  6. AcquiringInitialCustomers – Multichannel Integration Point I Digital Channels Acquisition • 4 initiatives to acquire new trials: • SEM; free trials via Dutch HRM Association; Affiliate marketing; WOM • Cost ~ 12,500 euros Point J Digital Retention (eventually set up Dutch Language Community) Point K Multichannel Integration • Set up 2 special landing pages, driving people from different digital media to this page (one for each target persona group) • Measure sources of leads to this page frequently (2x week), then change digital promotion tactics frequently as needed.

  7. End of Video - Thank you

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