Services Deck & Company Profile Prepared by:

Cheak Hong Ian Lead Consultant

Marketing Guerrilla Pte. Ltd. (E) cheak@marketingguerrilla.com.sg (M) +65 8180 7108

About The Team

We are a band of 360° Marketers, Designers and Developers who’ve walked the conventional path of bachelor degrees

and full-time executive & managerial marketing, advertising, design & tech roles

in both agency & in-house settings, for both private and public sector brands.

Clients Who Believe In Us

Media & Creative Agency Clients

Generated by CamScanner from intsig.com

Areas of Expertise Marketing Communication •  360° Marketing Strategy & Consulting •  Search Engine Marketing •  Social Media Marketing •  Display Advertising •  Content Marketing •  Copywriting •  Relationship Building Web Design & Development •  User Experience Consulting

Website Design & Development

User Experience Consulting Optimising the user experience on a website is a never-ending process. We strategise the user path to conversion based on our extensive eCommerce experience and work with web development and design teams to modify, test and optimise page templates. Questions asked include: -  Where does the user go next? -  What does the user need to see to

move closer to a purchase? -  How do we convert a user faster?

Search Engine Marketing

SEM capitalises on the strong user intent in Search Engine queries via Keyword Targeting. Here at Marketing Guerrilla, we handle up to mid 5-figure monthly AdWords budgets per month per client. We focus on copy and keyword relevance to website content to draw high-clickthroughs from relevant audiences and have seen up to 23.14% monthly conversion rates.

Search Engine Marketing Case Study (Orita Sinclair)

The Client: Orita Sinclair School of Design, New Media and the Arts is a boutique arts school specialising in Design Communication and Audio Production Diplomas. The Challenge: Client traditionally relied on recruitment events for student signups. The private education sector is tough with many major design and audio educational institutions competing for a share in an already niche market.

Search Engine Marketing Case Study (Orita Sinclair)

The Solution: Marketing Guerrilla created, ran and optimised an SEM campaign that saw clickthroughs of up to 3% and an overall campaign conversion rate of 14.8%. This was achieved through careful bidding and ruthless optimisation of targeted keywords, together with website content development to better sell to users, optimisation for search, and recommendations for changes to the user interface.

Display Advertising Targeting Users on Display Networks via:

² Placement Targeting ² Contextual Targeting ² Demographic Targeting ² Psychographic

Targeting (social networks only)

² Remarketing ² Custom Affinity

Audiences

Display Advertising Case Study (FortyTwo)

The Client: FortyTwo, originally BEDS.sg, is Singapore’s largest locally bred eCommerce website specialising in furniture and home décor. The Challenge: Competition between eCommerce websites was getting tougher with low barriers to entry seeing plenty of brick and mortar furniture retailers setting up online shops and setting off price wars. With the local market still preferring to view physical products prior to purchase, FortyTwo was at a disadvantage without a physical showroom. Carts were being abandoned and customers were being lost to the competition.

Display Advertising Case Study (FortyTwo)

The Solution: Marketing Guerrilla created, ran and optimised remarketing campaigns on Facebook and the Google Display Network targeting non-purchasing website users with creatives of products that they had viewed. Separate campaigns were set up to remind users who had abandoned their carts about their incomplete purchase. Click-through rates of up to 15X industry average were observed with an ROI of up to 77X.

Social Media Marketing Audience Engagement Mixture of Angles •  “Hard Sell” (Products, Sales Promos etc) •  “Soft Sell” (Product Awards etc) •  Related Stories (Audience Interests)

Types of Posts •  Shared Links to Website/Third Party

Content •  Photo Album Uploads & Single Features •  Video Uploads •  Surveys & Polls

Social Media Marketing Paid Promotions •  Offers & Events •  Promoted Posts •  Facebook Ads •  Remarketing

Social Media Marketing Case Study (The Best of You – Julie’s)

The Client: International biscuit brand Julie’s Biscuits has its production based in Malaysia and is distributed to over 50 countries worldwide. The brand’s tagline, “Bakes Better Biscuits”, has been in effect since its establishment in 1982. The Challenge: The time had come for Julie’s to undergo a refresh of its brand image. It needed to better communicate to its publics the company culture of taking pride and passion in doing what they did regardless of the efforts required to do so. This was distilled down by the client to a new tagline “The Best of You”, a CSR campaign that was meant to be bred separately from the product lines of Julie’s Biscuits.

Social Media Marketing Case Study (The Best of You – Julie’s)

The Solution: Marketing Guerrilla created, ran and optimised Facebook, YouTube and Instagram social media marketing platforms for The Best of You. TBoY was presented as a social movement, inviting audiences to submit The Best of You to the movement to be showcased on Facebook, the campaign website and physical exhibitions in Singapore and Kuala Lumpur, Malaysia. All paid advertising was targeted at Singapore and Malaysia in English, Mandarin and Malay.

Social Media Marketing Case Study (The Best of You – Julie’s)

The Solution (cont’d): From June - October 2014, over 43,000 Facebook fans were amassed from Malaysia and Singapore with demographics reflective of the online population . The campaign relied heavily on user generated content with psychographic targeting of paid promotions done to interest groups per post. This resulted in CTRs and CPMs of over 60% above and 60% less than global averages respectively. Instagram and YouTube were primarily used as supporting platforms to Facebook and the website to create and host visual content.

Success Stories - FortyTwo Overview v  Competitive eCommerce Retail Landscape

with brick & mortar going online and factory-direct online retailers

v  Expanding catalogue with navigation adaptation unable to keep up

v  Increasing advertising CPC with influx of competition

Success Stories - FortyTwo Increased Competition Challenge Increased Competition meant that Shoppers were browsing multiple online furniture stores simultaneously, abandoning carts and buying elsewhere. Cost-per-click advertising was getting more expensive with more competitors entering the market and pushing up bid prices. Placement and keyword targeted display advertising were losing effect.

Success Stories - FortyTwo Increased Competition Solution Marketing Guerrilla identified new homeowners as a market with higher spend, so we targeted the waves of new government housing projects and created bulk purchase offers for these users in online communities. We also changed display advertising targeting to custom affinity audiences, where we targeted users who were part of the above online communities or had visited their accounts in online housing portals.

Success Stories - FortyTwo User Interface Design Challenge A key goal was to increase cart size among over 11,000 SKUs in product-centric product pages navigated via over 300 categories. User Interface Design Solution Marketing Guerrilla advised the client to create product collections based on ‘looks’ and to perform manual cross-selling apart from automated solutions. We implemented ‘Match this with these’ in the system so customers could have a visual ‘match’ between products viewed and potential cross-sells.

Success Stories - FortyTwo Overall Success Since engaging MG in 2013, FortyTwo has enjoyed 78% growth of monthly revenue*. Unique pageviews have increased by over 38%* eCommerce conversion rates are rising by 23%* with cost per order acquisition dropping 15.5%* across the board. *Figures are of year-on-year growth compared to same period in prior year

Thank You Please Direct Enquiries To:

Cheak Hong Ian Lead Consultant

Marketing Guerrilla Pte. Ltd. (E) cheak@marketingguerrilla.com.sg (M) +65 8180 7108