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This is no elevator pitch
Looking back
#1. Thik Khnuje Pabe is the Big Idea.
#2. We need specific and targeted Media planning.
#3. Offline and Online plans should be in sync with the creative renditions.
In the next couple of slides,
Logo Options Logo Guidelines
Route: Thik Khunje Pabe
Central Thought Defining the phases
Pre-launch renditions Pre-launch strategy
Launch renditions
Launch strategy
Post-launch renditions Post-launch strategy
Logo options
Store: Interior
Store: Exterior
Store: Look 2 – Waiting Area
Store: Interior
Store: Exterior
Big Idea: Thik Khunje Pabe
Someone Right, Right Here!
Central Thought
Marriage, removing all the elements, is a journey of two individuals.
The world is full of imperfections. Finding the right partner is thus of elemental importance.
Our route and all of its renditions will talk about how the right match will lead to a right partnership and ultimately a right marriage.
Phase 1: Route Map
Pre-launch: We will follow a functional approach during the build-up phase. The communication will talk about the marriage between functionality and human emotions through
our platform.
Since the pre-launch phase is all about building up the expectation, the communication is all about teasing the audience, creating engaging hook points so that an expectation builds up around the
platform.
Marketing: Planning the vehicles
Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Landing page(s) Online PR: Stories in relevant online sites – scoopwhoop, storypick, Buzzfeed India, scroll.in, Saavn etc.
Offline: Plex-onscreen ad / Stories in ABP / TT / Supplements / Magazines
Remarketing to play a key-role during this phase.
The ad starts with a mentality mapping of the probable groom
The slide moves to the probable bride and maps her mentality
The 3rd slide showcases both of them as a couple with the couple mapping clearly mentioning the compatibility quotient
The 4th slide mentions how and why this is a different platform
The logo comes into play
A clear Call-To-Action invites the audience to give it a try
YouTube pre-roll ad
Facebook ad: Reference
The e-mailers will talk about 7 different stories of how individuals will come close to each other through this platform.
Landing page: Ver 1 This will reach out to people who have been targeted through the
ads and have not yet signed up
Landing page: Ver 2 This will reach out to people who have already signed up and are
now keen to explore the rest of the platform.
Landing page: Ver 3 People clicking on the YouTube pre-roll ads will be landed here !
Online PR
Plex: on-screen ad
ABP: Offline + Online PR
Sourcing the crowd: Methods
1. Get the existing Patro-Patri database in to action. 2. Pre-launch ads on the social and digital platform with special offers.
3. Retargeting 4. Video marketing – disseminating product features
5. Guest blogs / articles 6. Host Guest blogs
7. Industry expert interview 8. Create online communities
9. Conferences / Webinars 10. PPC ads, DN ads, Social ads
11. DMs 12. App store marketing
13. Referral marketing 14. Case studies (probably at a later stage) 15. Press releases / Offline PR / Online PR
16. Gmail adwords 17. Cold calling
18. Q&A sites 19. Sponsored contents
20. Offers / deals / packages
End of Phase 1
The phase 1 will be of 45 days till the date of the launch.
The phase will have ads on all the relevant offline and online platforms inviting the audience to check out the new-age matrimony platform from the house of ABP.
The objective is to gain a quick takeoff towards the launch by successfully building up a strong curiosity around
the brand.
Phase 2: Route Map
Launch: This is where we talk about the emotional quotient involved around arranged marriages. Since it is an arranged marriage where compatibility would be of utmost importance, our route would harp
on the fact that you would definitely meet your better half, in the best way possible.
Marketing: Planning the vehicles
Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Landing page(s) of the platform
Online PR: Stories in relevant online sites – We will add Saavn, Freecharge etc. to this list
Offline: Print / Outdoor / Innovations / Store Stories in ABP / TT / Supplements / Magazines
Remarketing still to play a prominent role.
Outdoor
Metro-station
Café / food joint branding
Mall branding
Mall Lift branding
E-Commerce branding
Bookstore branding
Mobile / WiFi innovation
Mobile / Wi-Fi innovation
Restaurant tie-ups
Marriage venue branding
Salon
Dongle branding
Boarding pass branding
Luggage tag branding
Online innovation(s)
An assumed timeline:
End of Phase 2
Phase 2 will be the crucial-most phase with the brand getting launched across multiple channels.
The main objective is to connect with the audience, make the brand known across the TG and interact with them.
The various media vehicles, innovations and storytelling intends to strike a chord with the TG during this phase.
We are looking at a 3-months phase before looking at the results.
Phase 3: Route Map
Post-Launch: Now that the platform has been launched, the approach would be more practical, pragmatic approach.
The communication would state the fact about how this platform would state success stories, real-life
cases and further encourage the rest to come aboard.
Marketing: Planning the vehicles
Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Platform Online PR: blogs to start / Relevant online sites to stay
Offline: Print
Stories in ABP / TT / Supplements / Magazines
Remarketing still to play a major role here.
End of Phase 3
Phase 3 is a 6-months’ phase where we measure and analyze the audience behaviour on the platform, design campaigns accordingly and talk to the TG regarding success stories that happened through this platform.
Key takeaways:
A platform-driven product always demands an approach which is a mix of tangible and intangible elements.
Our approach has thus been a judicious mix of both, marrying the functionality or features of a product with the human emotions around a marriage.
The marketing strategy too, revolves around the footprints of the probable TG so that we do not miss out on any
conversation.
