Worked with Lynx Research Consultancy to identify two potential markets, identify the pain points of marketing officers in these industries through social listening, and design a private virtual community for these target audiences. Proposed a marketing plan with expected ROI as part of Digital, Social and Mobile Marketing course at Medill.
3. Project Goal:
Put in place a program for Lynx Research to identify opportunities in new
markets, grow their market share using a Social IMC strategy, and prove that
such a strategy can be easily put in place and generate worthwhile returns.
5. Lynx Research SWOT
❖ Customized services and products
❖ Strong relationship with clients, resulting in higher
retention rates
❖ Broad range of expertise due to relationships with
vendors
❖ Focus on cost effectiveness
❖ Product differentiation
❖ Larger and more well-funded competitors
❖ Little to no online social footprint
❖ Limited brand awareness
❖ Competitors
❖ No Offering differentiation
❖ Companies who DIY
❖ Procurement using Social IMC strategy as more
cost-effective option
❖ Growing marketing budgets in select industries
STRENGTHS
OPPORTUNITIES THREAT
WEAKNESSES
7. Young Tech Industry C-suite
Trigger Market
“Trigger event communities look for a level of
expertise that is expected to provide a proven
and reliable solution to the event”
❖ 2,773 companies with the market cap. of $1,440 billions
❖ Accounts for 7% of the US GDP
❖ Will continue to grow at 4% - 5% rates in 2017
❖ Sub-segments include computer hardware, IT services &
consulting, software, semiconductors, etc.
8. The Pet Food Industry is on an Uptrend
❖ Passion communities continuously keep the
engagement of the community by keeping information
new, trendy, relevant and up-to-date
❖ More than 54,000 companies operating within this
space.
The Pet Food Industry is a:
Passion Market
10. Pet Food Industry is Growing
● Pet ownership continues to be a growing market
in the U.S. and around the world.
● Sterling-Rice Group estimates that natural and
organic pet food sales in the U.S. is expected to
hit $6.8 Billion in 2019.
11. Social Footprint
Words Around the Brand: High emphasis on ingredients,
health, truth, and checks.
PET
FOODsampler
win
animals
#newmansownorgani...
pets
busted animal
#spon
truthfoods
checks
company
spend
free
buy
dogs
cat
box
spring
pampering
catsmyths
time
#giveaway
products
away
health
ingredients
16. Pet Food Industry Concerns
Humanization Trends Millennials Owners Market Share
17. How to Solve this Problem
Webinars to address key topics.
Opportunities to meet key influencers.
Latest industry insights before reports are released to public.
A private virtual community to exchange ideas.
Opportunities to meet with ingredient suppliers and food tech
companies for collaboration opportunities.
19. How it works
➔ C-suite officers register on our social
site through a short form that captures
key data about them and their business.
➔ Upon completion of registration, the
virtual community will get access to a
trend report. They will also get access to
a private virtual community of
handpicked persons who are passionate
about the same topic.
Example of data collected from registration form. Further
data can be collected from community activity.
20. ❖ Members earn points
based on their interactions
within the community.
❖ Each tier offers members
specific perks.
Reward System
21. Timeline Overview
➔ Ads on B2B Journals
➔ TV Commercials
➔ On-Ground Promotions
➔ Influential Bloggers
➔ E-magazine articles
➔ Company E-mails
➔ Community Site articles
and forums
➔ Banner ads
➔ Launch
➔ Empowering
Concept
36. Short Tailed Marketing
●● Forum & discussion boards (e.g Dog Food Chat forum, Dog Food Advisor,
The Cat Site)
● Influential Bloggers - In addition to their blog posts, encourage them to
be active on other social media platforms (for e.g. Carol Bryant of Fidose
of Reality, Herepup!, Grumpy Cat, Cesar Milan)
● Facebook/ Twitter
● Google+ Circles
● Social & News Aggregators
● PPC Advertising
● Buzzfeed articles
37. Long Tailed Marketing
● Ads on B2B journals (e.g. Pet Business Magazine, Petfood Industry
magazine, Pet Age Magazine, Whole Dog Journal)
● TV commercials
● On-Ground Promotions (e.g. “Taste of Pet Food’s Future” Petfood
Innovation Workshop 2017)
● Influential Bloggers (for e.g. Carol Bryant of Fidose of Reality, Herepup!,
Grumpy Cat, Cesar Milan)
38. Medium Tailed Marketing
●● E-magazine articles (e.g. Pet Business Magazine, Petfood Industry magazine,
Pet Age Magazine, Whole Dog Journal)
● Company E-mails
● Community Site Articles and Forums (e.g Dog Food Chat forum, Dog Food
Advisor, The Cat Site)
● Banner ads on e-magazine sites, community sites, and social media sites
● Videos on social media platforms and e-magazines catered to industry
40. Tech industry is growing
● Exponential technologies such as
robotics, VR, AR, 3D printing and
artificial intelligence.
● Cognitive technologies such as
machine learning, natural language
and speech and pattern recognition.
● Cybersecurity products and services.
● Subsectors such as cloud computing
services, entertainment software,
and e-commerce.
45. How to Solve this Problem
Webinars to address key topics.
Opportunities to meet key influencers.
Latest industry insights before reports are released to public.
A private virtual community to exchange ideas.
Opportunity to learn key insights from influencer’s journey and apply
them to personal trajectory.
47. How it works
● Sign up to take part in the private webinar
featuring Mark Zuckerberg, as he tackles
questions by our community. Simply fill out the
form to join!
● Learn tactics for how to remain efficiently
productive while optimizing your lean team’s
output from proven experts in the tech space.
● Lynx hosts several webinars through the
year focusing on concepts to grow and
sustain startups.
Example of data collected from registration form. Further
data can be collected from community activity.
48. Members earn points
based on their
interactions within the
community.
Each tier offers
members specific perks.
S.A.P.S.
Reward System
49. Timeline Overview
● Ads on B2B
Journals
● TV
Commercials
● On-Ground
Promotions
● Influential
Bloggers
● E-magazine
articles
● Company
E-mails
● Community
Site articles
and forums
● Banner ads
● Launch ● Empowering
Concept
● Content Strategy
Blog
● Social Media
updates
● Community
Newsletter
51. Pilot Budget (3 months) Full Year Budget
Personnel Content Manager $26,250 $105,000
Tech Manager $26,250 $105,000
Marketing Assistant 0 $70,000
Travel Budget for Events 0 $5,000
Empowering Concept 4 Webinars per year/Speaker Fees $75,000 $300,000
Refreshments and Misc Expenses $1,000 $4,000
Community Site and Technology Community Website $15,000 $15,000
CRM Program/Database/ Infrastructure $15,000 $15,000
Go Viral Marketing Program Quarterly Email Campaigns $1,500 $6,000
Facebook Ads $3,000 $12,000
Twitter Ads $4,500 $18,000
Traditional Advertising $10,,000 $40,000
Audio Podcasts $1,200 $300
Video development for promotion $2,400 $600
52. Total Budget for Pilot
Breakeven: 1*
$184,400
Total Budget for 1 Year Program
Breakeven: 4
$722,600
*Based on a conservative assumption of $200,000 per high value customer
53. Info Exchange Registration Page
Registrations Accepted
Website/Mobile Use
Product Inquiry
Sales
Marketing Response
3% 2.75% 2.5%
75 68 62
Valid Registrations
95% 95% 95%
72 65 95
Active Users
80% 75% 70%
43 33 26
Total Social Market (90%): 2496
Total Target Market: 2774
Product Inquiry
Optimistic
Scenario (30%)
Average
Scenario (25%)
Pessimistic
Scenario (20%)
22 15 11
54. Optimistic
Scenario
Potential Revenue: $2.8m*
MROI (Total Budget): 387%
MROI (Pilot Budget): 531%
Average
Scenario
Pessimistic
Scenario
Potential Revenue: $1.8m*
MROI (Total Budget): 249%
MROI (Pilot Budget): 390%
Potential revenue: $1.2m*
MROI (Total Budget): 166%
MROI (Pilot Budget): 260%
*Based on a conservative assumption of $200,000 per high value customer
MROI
61. Short Tailed Marketing
● Twitter/Facebook
● LinkedIn Circles
● Google Plus
● Influential Bloggers
● Community forums and discussion boards (TechRepublic, Techist, The
Boss Network)
● Twitter Parties
● Event platforms including Eventbrite, gathering, meetup
● Social & News Aggregators
62. Medium Tailed Marketing
● Banner ads on social media and community sites including
ForEntrepreneurs.com, FinDEVR.com, svicenter.com, CBinsights.com
● Banner ads on tech section of business news outlets including
Bloomberg, WSJ, Yahoo Finance
● Site SEO
● Company e-mails
● E-magazines (for e.g. WIRED, Techcrunch, Engadget, Fintechweekly)
63. Long Tailed Marketing
● Print PR (for e.g. Entrepreneur Magazine, Forbes)
● Influential Bloggers (for e.g. David Skok entrepreneur turned VC, Chic
CEO PandoDaily, Both Sides of the Table)
● PR events (for e.g. Fintech summit 2017, London/Chicago/New York Fintech
Week 2017, CB Insights Future of Fintech)
● Ads on B2B journals
64. "Ah-Ha" Item in tech market
United States enjoys the largest social market in tech industry.
Top 5 countries on social are:
1. United States
2. United Kingdom
3. India
4. Canada
5. Australia
The biggest difference between US market and world market on social is Video
