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Concierge Storage Mareting Plan (Promotion (1/ Pre Entry : (Out of Home…

- - - - P.C.M. - display ads for branding (locate on websites covering internal storage solutions, home redecoration, domestic property buying (particularly smaller flats) and home reorganisation
      - SOCIAL: Seeking and cultivating relationships with home interior/reorganisation gurus online
      - 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
    - - Underground (low dwell-time escalator side ads)
      - Bus Side
      - Pedestrian Area
      - Roadside Billboards in commuter routes
    - - 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
    - - 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
  - - - SOCIAL: Sponsored advertising posts with active app download links - Instagram, Facebook, Twitter, Linkedin
      - SOCIAL: Organic user generated content hubs showing before and after experiences, User stories. Internal Culture. Complementary operators, Competitions - FB, Insta, Twitter.
      - 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
      - SEO: Continuation of directory and related site link generation, as well as internal stories and news relating to the PR and customer review stories.
    - - 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.
        
        Undergroud Stations
        
        BusStations
        
        Rail Stations
        
        Bus Stops
        
        Pedestrian / Phone Box Posters
        
        Slow traffic area roadside billboards
    - - 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.
    - - 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
  - - - Review incentives to new customers - cash or free delivery tokens for written and video reviews (sent direct to company for vetting)
        
        With initial bags and boxes
        
        Emailed and via app following initial uplift
        
        Emailed and via app following initial delivery
      - SOCIAL - PAID: Looklike audineces and "friends of" audiences based on initial userbase
        
        Facebook
        
        Instagram
      - PPC: Again targeting users actively searching for related services, however increasing focus on niche keywords and demand areas emerging from prior PPC campaign analyses
        
        Google Adwords
        
        Bing Ads
      - 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
        
        Blogs
        
        Websites
        
        Google My Business
        
        Bing Places for Business
      - 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
    - - Recommendation incentives to existing cutomers
        
        Mail
        
        Email
        
        Social Media
    - - Benefits based editorial around de-cluttering financial benefits, psychological benefits, usual barriers (what if I need it?) etc.
        
        Newspapers
        
        Magazines - home interior, professional, DIY and Travel
    - - Significant change in appearance and location - shift to benefits based message, longer dwell time locations
        
        Bus Rears,
        
        Train Stations
        
        Bus Stops
        
        Underground platforms
        
        Undergound interiors
        
        Train Interiors
        
        Bus Interiors
  - - - One to one personal contacts
    - - LinkedIn -value and uptake increase since setup
      - SOCIAL: Direct targeted online advertising
        
        Linkedin
        
        Facebook
    - - Stories on growth in uptake and potential markets around world
        
        Investment Magazines and Journals
        
        Investment Websites
        
        Investment Newspapers/sections