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Recommendation For Display Ad: Scenario 1

This document provides recommendations for display and email ads to promote Bosch power tools on Grainger's website. It outlines three scenarios for display ads on websites like boschtools.com, facebook.com, and google.com targeting customers who visited the site but didn't purchase or those who haven't visited the power tools category. It also outlines three scenarios for email ads targeting customers who visited Bosch, those who abandoned their cart, and those who visited another category instead of power tools. Finally, it discusses aligning Grainger's ads with Bosch's focus on quality and establishing relationships with customers.

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B. M. Mekail Sarwar (192051056)
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72 views

Recommendation For Display Ad: Scenario 1

This document provides recommendations for display and email ads to promote Bosch power tools on Grainger's website. It outlines three scenarios for display ads on websites like boschtools.com, facebook.com, and google.com targeting customers who visited the site but didn't purchase or those who haven't visited the power tools category. It also outlines three scenarios for email ads targeting customers who visited Bosch, those who abandoned their cart, and those who visited another category instead of power tools. Finally, it discusses aligning Grainger's ads with Bosch's focus on quality and establishing relationships with customers.

Uploaded by

B. M. Mekail Sarwar (192051056)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Recommendation for Display Ad

Scenario 1:
Under this scenario, what the company (Grainger) has to do, is to create brand awareness on
the website of Bosch power tools i.e. www.boschtools.com. The following is a mock-up ad
which shows the type of ad that can be displayed:

Scenario 2:
For the customers who have logged in, and finalised the products, but have abandoned the cart,
display advertisements can be showed on websites such as facebook.com and answer.com to ensure
that they are reminded about the products viewed and the discounts available. The following mock-
up ad can be considered as an example:
Scenario 3:
For the customers who have logged in but have not visited the power tools category, it is important
that a display advertisement be made to ensure that the customers are reminded about the usage of
the product and what the product can do. This display advertisement can be used on google and
Facebook to ensure that the customers are redirected to the website and specifically, the power
tools category. The following mock-up advertisement can be used as an example:

Recommendations for E-Mail Ad


Scenario 1:
It is important for Grainger to ensure that e-Mails are being sent to the target consumers who have
visited Bosch. The company can ensure that they get registrations by providing incentives to the
consumers. The following is a mock-up email content for the consumers:
Scenario 2:
The biggest issue faced by the company is in terms of the abandonment rate or the shopping cart
abandonment. The company can either send display advertisements or also send personalised emails
using cookies to remind the consumer that they have an item unpurchased in their cart. The
following is an email ad mock-up:

Scenario 3:
The major problem is that the consumer visits another category instead of the power tools category.
There can be a link which will redirect the consumer directly to the power tools category or the
webpage of the power tool on Grainger. The following is a mock-up for the email:
Alignment of the email and display ad to Bosch Power tools
Currently, Grainger’s emphasis on professionalism has a distinctly different look from that of its
competitors. The one thing that Bosch focuses on mainly is ‘Quality’. Bosch would not mind pricing
extra for ensuring quality as the company believes that maintaining long term relationship is
extremely important. Bosch also believes in creating a community for its users to establish better
relationship with them Grainger is in sync with the same ideology as Bosch does. The value that
Bosch provides is quality in exchange for higher price. Grainger charges competitive prices for value
added services such as immediate deliver, emergency delivery, auto re-order etc. Grainger also
gives the consumers the opportunity to compare products from different brands to get
a better idea for purchase.

Some general comments regarding the content marketing strategy:


Bosch/Grainger co-branding – both Bosch and Grainger need to convince customers there is a strong
relationship between the two companies. Grainger needs to build up Bosch as a world-class supplier
of power tools and Bosch needs to build up Grainger as a world-class supplier of MRO products.

 Value must be given to the customer in exchange for a desired behavior or action
 Customer-provided value to marketer
 Contact information
 Preferences survey results
 Willingness to be redirected while online
 Marketer-provided value to customer
 Promotions
 Coupons
 Product information
 Webinars

Total words: 560

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