Concierge Storage Mareting Plan (Promotion (3/ Brand Stabilisation and…
Concierge Storage Mareting Plan
Stories on growth in uptake and potential markets around world
Investment Magazines and Journals
SOCIAL: Direct targeted online advertising
LinkedIn -value and uptake increase since setup
One to one personal contacts
4/ Diversification (optional)
Approach dependent planned repositioning within Growth Vector Matrix
3/ Brand Stabilisation and growth
Out of Home
Significant change in appearance and location - shift to benefits based message, longer dwell time locations
Benefits based editorial around de-cluttering financial benefits, psychological benefits, usual barriers (what if I need it?) etc.
Magazines - home interior, professional, DIY and Travel
Recommendation incentives to existing cutomers
SEO - INTERNAL: Based on incentivised reviews (vetted for positivity) reviewers re-contacted and asked to leave reviews on Google My Business and Bing Places for Business.
Reviews and personal expreinces placed on website and blog
Blogs with recommendations for uses of freed up space, seasonal storage ideas, cost saving on smaller porperties and other secondary benefits to be released regularly and used as core messages for linked social media posts
SEO - EXTERNAL: Continued back-linking to PR stories, hoarding stories and travel stories. Active efforts made to connect with appropriate bloggers, offering concierge storage as free service and encouraging review and guest blogging
Bing Places for Business
Google My Business
PPC: Again targeting users actively searching for related services, however increasing focus on niche keywords and demand areas emerging from prior PPC campaign analyses
SOCIAL - PAID: Looklike audineces and "friends of" audiences based on initial userbase
Review incentives to new customers - cash or free delivery tokens for written and video reviews (sent direct to company for vetting)
Emailed and via app following initial delivery
Emailed and via app following initial uplift
With initial bags and boxes
2/ Market Entry
Again in line with PR, stimulate discussion around benefits of de-cluttering, lack of space in modern London homes, costs and hassle of conventional solutions and pros and cons of various options including concierge storage
Articles explaining benefits of decluttering using storage specifically - pros and cons of a umber of different storage options, from self storage, internal storage, simple shedding of objects and finally concierge storage - no obvious commercial link to one option, but references made to top brands for all.
Out of Home
Larger, longer dwell time advertising briefly explaining benefits and offering connection in some of more appropriate venues as pre-launch branding - Ads to incorporate AR or QR triggered app downloads.
Slow traffic area roadside billboards
Pedestrian / Phone Box Posters
SEO: Continuation of directory and related site link generation, as well as internal stories and news relating to the PR and customer review stories.
PPC - Advertising targeting specific searches for storage, shelving, cupboards, walk in wardrobes, clothing banks and charity shop uplift - Linking directly to dedicated conversion pages for each traffic source
SOCIAL: Organic user generated content hubs showing before and after experiences, User stories. Internal Culture. Complementary operators, Competitions - FB, Insta, Twitter.
SOCIAL: Sponsored advertising posts with active app download links - Instagram, Facebook, Twitter, Linkedin
1/ Pre Entry :
Psych Prep - non-brand connected stories on health, mental and social effects of clutter plus dangers of throwing out things and "cash i the attic" style success stories
RADIO/TV: Align with PR - attempt to create coverage of the dangers of clutter ad hoarding, tempered with London storage costs/issues, horror stories of throwing out valuable heirlooms
Out of Home
(Short dwell time, branding ads)
Roadside Billboards in commuter routes
Underground (low dwell-time escalator side ads)
SEO: Creation of Schema approved website with highly search appropriate company name and website URL - additional creation of Google Business listing page including geographic reach of service, opening hours, web address and all contact details
SOCIAL: Seeking and cultivating relationships with home interior/reorganisation gurus online
P.C.M. - display ads for branding (locate on websites covering
storage solutions, home redecoration, domestic property buying (particularly smaller flats) and home reorganisation
Compettor Analysis - Direct, Indirect and complimentary
External - PESTEL analysis
What are the expansion opportunities? Geo, Demo, Diversification - ANSOFF - timescale?
What is your market worth?
Where is your market?
Questions: Who are your customers?