Handybook presentation final version
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The 90 day customer acquisition plan for Handybook in Toronto aims to drive awareness and trial among target customer segments using a high-touch localized approach. Key elements include identifying brand ambassadors, developing promotional materials, pursuing partnerships and press coverage, leveraging digital and social media, hosting launch events, and monitoring basic metrics to track progress and make adjustments to the campaign strategies.
Handybook presentation final version
- 1. 90 Day Customer Acquisition Plan - Toronto Dom Lieskovsky June 8th, 2014
- 2. • Articles in key local outlets • Pursue strategic partners • Explore opportuni ties with local business (products and/or services) Define Strategy and Goals • Identify influencers • Representa tive of target market • Incentives for signing on new clients • Scale through referrals • Local social presence / campaigns • Instagram and YouTube contests • Flyer distribution • Email marketing • Investment in digital marketing • Launch event • Invite key individuals to attract consumers and business partners • Sponsors • Become active in local community Mobilize Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy • Create integrated launch plan • Leverage successes in other cities and add localized traditional and social marketing, partners, and promotions Plan Approach • Define goals • Review strategy and localize as needed • Identify target customers • Collect marketing materials • Promotion samples • Aim to increase awareness and trial • Invest in high impact traditional media • Grow buzz and increase WOM • Gather metrics • Identify additional metric analyses to pursue • Adjust campaigns and strategies accordingly • Progress vs. goals Develop Marketing Plan & Materials Gather Brand Ambass- adors Promotions & Traditional Media Partnerships & Press Digital, Social & Guerilla Marketing Events & Sponsorship Track Progress & Adjust Approach
- 3. Timeline Activity 0-30 Days 30-60 Days 60-90 Days Mobilize Gather Brand Ambassadors Develop Marketing Plan & Materials Promotions & Traditional Media Partnerships & Press Digital, Social & Guerilla Marketing Events & Sponsorship Track Progress & Adjust
- 4. Mobilize Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach Define Goals Develop Strategy Identify Target Customer Segments Gather Marketing Materials The 90 Day plan will leverage successful practices and launch strategies from other geographies, while localizing the approach to the Toronto market using a high-touch model aimed to drive awareness and trial among target consumers.
- 5. Students Moms Young Professionals (“HENRYS”) Home Improvement Guru’s • U of T, York, Ryerson, Western/Queens recent alumni • Targeted through campus LinkedIn groups and career sites • Targeted through day care’s, gyms, and grocery stores • Begin with personal network/WOM and expand through satisfied first-time users • Target large corporations with Canadian offices; start with professional services • Office managers used as entry point • Invest in reputable endorsements (e.g. Property Brothers) • Potential for fixed fee or partnership opportunities for endorsement rather than commission Ambassadors will be identified and offered commissions on customer sign-ups, which can be gathered when convenient for the ambassador given the minimum monthly quota is met. Branded material (t-shirts, flyers) and email templates will be provided. Brand ambassadors will also be leveraged for Guerilla Marketing initiatives. Gather Brand Ambassadors Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach
- 6. PartnershipsDigital Marketing/Media Social Media Guerilla Marketing Event Marketing & Sponsorship Promotions Traditional Media Brand Ambassadors PR / Press Develop Integrated Launch Plan Toronto Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach
- 7. Promotions & Traditional Media Promotions First Time Customer Promo: Give us a try! 50% off for first time customers & satisfaction guaranteed or your money back! Why not? Refer a Friend Promo: Get 20% off your next booking when you refer a friend! Bundle Promo: The more you book, the less you pay! See details. Public Transportation Ads Ads in Popular Local Publications Radio Ads Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach
- 8. Partnerships & Press Prospect, Form & Maintain Strategic Partnerships • Leverage personal network • Reach out to potential partners through referrals, emails, phone calls, or personal visits • Visit direct channel partners: property managers and real estate agencies • Other potential partners include: start-ups, gyms, child care centres, pet care centres, established wealth management brokers, credit card/loyalty management companies, schools/universities, reality TV (e.g. Property Brothers) • Offer monetary incentives (commissions) on sales generated from respective business referrals Create Strong PR Image • Reviews/articles/interviews in respected publications such as The Globe & Mail, Toronto Star, Huffington Post Toronto, Toronto Sun, and Metronews • Generate buzz – invite editors to launch event Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach
- 9. Leveraging Internet & Guerilla Marketing Digital & Social Marketing Blogs - “Get to Know a Start- up” series on BlogTO - Tumblr presence Mobile - Location based marketing via Yellow Media Digital Advertising & Other - Digital advertising on popular online local media - Digital Marketing (SEM) - E-mail Marketing - Customer feedback loop Create Strong Local Social Media Presence - #HandybookToronto - Create monthly Instagram image contest - Create Handybook Youtube Toronto channel - Microblogs on Twitter Direct Contact • Hand out flyers or free innovative cleaning supplies (e.g., microfiber rag) at busy locations such as MLSE Square, the PATH and Yonge & Dundas Square • Form ambassador teams of 5-10 (each wearing HB gear) to enter condo buildings around the city and offer to clean residents’ apartments at random - document on YouTube and other social media as well as local news like CP24 to generate buzz Other • Chalk Art in trendy neighborhoods • Projection Billboards in highly visible places Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach
- 10. Events & Sponsorship • Consider partnership with local event planning start-up • Source a recognized venue (e.g. TIFF lightbox) • Plan for local media coverage/presence • Have a team of brand ambassadors present • Hire photographer • Give away free promotions, Handybook gear • Contest(s) with winning ticket(s) • Handybook features, ads, or promotions highly visible • Food and drink provided GOALS: Increase Brand Awareness & Trial • Local community events • Sports teams, clubs or tournaments • Child care services • Marathons & other sporting events for charity Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach Launch Event Sponsorship
- 11. Track Progress & Adjust Define Strategy and Goals Monitor Results Execute Marketing Awareness & Customer Acquisition Strategy Plan Approach Track Basic Metrics Make Observatio ns Analyze Take Action How are we faring? • New customers (gained per day/week/month) • Referrals from consumers (word of mouth) • Growth rate (month by month) • Referrals/Sales from partnerships • Referral Conversion • % of sales from repeat customers • % of one-time users (customer churn/attrition) • Customer feedback metrics (sales from funded advertising, social marketing, press etc.) • Cost per acquisition Learn & Observe • Cohort Based Reports (growth % by various markets/demographics) • Split Testing (offer different promotions to different markets) Analyze Data • Spot trends • What’s working? • Ask pertinent questions (e.g. What market segment should we be penetrating/focusing on?)
Editor's Notes
- #3: Title: Approach
- #5: Title: Identify Opportunities Subtitle: Step 1 Mobilize
- #8: Promotions: - Entice people to begin booking services with Handybook - Promote repeat business - Promote word of mouth Public Transportation Ads: - Proven effective in other major commercial centres including NYC - Vast exposure to Toronto market Popular local publications catering to Handybook’s market: - LCBO Food&Drink, Cineplex, Flare, Lush, Now, The GridTO ,
- #9: Prospect, Form & Maintain Strong Strategic Partnerships - leverage personal network - reach out via referrals, emails, phone calls, or personal visits - visit direct channel partners: property managers and real estate agencies - other possible channels: start-ups, gyms, child care centres, pet care centres, established wealth management brokers, credit card/loyalty management - offer monetary incentives (commissions) on sales generated from respective business referrals (win-win situations) Create Strong PR Image - Formal reviews/articles on respected publications such as Globe & Mail, Toronto Star, Huffington Post Toronto
- #10: Social Marketing Create strong local social media presence: - #HandybookToronto - Create Instagram image contest (e.g. best weekly/monthly pictures of housekeepers with customers “Handybook Giving a Hand”) - Create Handybook Youtube Toronto channel or through Vimeo showcasing cool customer experiences - Microblogs on Twitter Blogs - “Get to Know a Startup” series on BlogTO - Tumblr presence Mobile - Location based marketing via Yellow Media Other potential strategies - Digital advertising on popular online local media such as TorontoLife & BlogTO - Digital Marketing (SEM > Google Adwords etc.) - Crowdsourcing - E-mail Marketing - Customer feedback after service is complete (i.e., how would you rate the service?) or through Facebook or Twitter. Guerilla Marketing Direct Contact - Hand out flyers at busy locations such as MLSE Square, the PATH and Yonge & Dundas Square - Consider handing out a free innovative cleaning supply (e.g., microfiber rag) after forming strategic partnership with supplier Chalk Art at trendy areas such as Queen West, Dundas West or Leslieville. Projection Billboard ads @ TIFF Lightbox or even Handybook office in Toronto Form ambassador teams of 5-10 to enter condo buildings around the city and offer to clean residents’ apartments at random - document on youtube and other social media as well as local news like CP24 to generate buzz.
- #11: One event towards end of 90 Day Plan Consider partnership with local event planning startup (EventMobi, Uniiverse etc) Source a recognized venue (TIFF lounge, Bell Blue room, Sony Centre, Toronto Star Lounge) Plan for some local media to be present to promote event Have a team of brand ambassadors present Hire photographer Give away promotions, Handybook gear, have a contest with tickets Handybook features, ads, or promotions highly visible Sponsorship Get Handybook brand recognized Local community events Sports teams/clubs/tournaments (e.g., Toronto Marlies, Golf courses, Golf tournaments) Child Care Services Marathons & other sporting events for charity