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Heritage Marketing, Heritage Content flow, HOD SEM Flow, Neo360 LinkedIn -…
Heritage Marketing
Country behavior
Australia
Customer type: Wholesaler, Big retail chains, Independent Retailer.
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High competition: GNS, DIY, Japan Ceramics, National Tiles, Beaumont tiles
Seems like Australians like marketing support because competition is stiff. Maybe objective for Australia is to get customers to buy more? And promote marketing angle?
Aust /New Zealand
Customer type spilt into: Tile warehouse, independent ceramics, Tile depot
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Content need to highlight Heritage's versatilty of tiles quality to break growing trend of epoxy. Promote guardtec
Indonesia
Local manufacturers: PT Muliakeramik Indahraya, PT Arwana Citramulia Tbk. PT Roman Ceramics, PT Platinum
Ceramics Industry, PT Keramika Indonesia Assosiasi (KIA), Niro Ceramics Indonesia,
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With increase standard of living, possible angle to push certs/technology of Heritage tiles eg. Green label, Guardtec. Assuming local tiles are not as high tech?
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South Africa
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Design preference = bold, mosaic, patterns, colours, decorative & Stone
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Big tile Retailers = CTM, Mallstiles
South Korea
Tiles come mainly from China, followed by Italy then Spain
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Korea has their own manufacturers eg. Korea ceramics, Sungil ceramics, KT ceramics
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Content
Evergreen
Company specific.
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Past projects, Testimonials
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Content Strategy PPT FlowTarget Audience Profiles
- Existing
- Heritage Prospects + New (Stockists)
Existing
New (Stockists)
- Mkt Channels (SEM, LinkedIn)
- Mkt Campaigns Ads - Evergreen + Tactical (5 countries), Landing Page
- Lead Generation
- Sales Funneling (EDM)
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HOD SEM Flow
Ad group 1: Manufacturer
Content:
- Customisation
- Video of manufacturing facility
- Strong processes
- More than 20 years ex
- State of the art manufacturing
Landing page: About page
CTA:
- Register for guided tour
- Receive samples
Ad group 2: Specialist
Content:
- Certificates
- Quality of Tiles
- Projects
- Customisation
- OEM
- Guardtec
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Ad group : Brands
Content:
- Shape
- Studio
- Space
- Guardtec
Landing Page : Brands
CTA
- Download brochure
- Enquire now
Ad group 4: Company
- Heritage History
- Team
- Factory
- Certificates
Landing page: About
CTA:
- Register for guided tour
- Download brochure
HOD Current
Ad Groups:
1-4
Content:
- Widest range of tile designs available, for most budgets and requirements
- International provider of tiles. Tour our virtual showroom today!
- Specialist importers of high quality and ISO-certified porcelain and ceramic tiles.
- Tiles to meet the needs of architects, developers, interior designers
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Neo360 LinkedIn
South Africa
Introduction (Evergreen)
- Ad Format: Video Ad
- CTA: Download Brochure
Invite (Tactical)
- Ad Format: Conversion Ad
- CTA: 3 Buttons --> 1. Tell Me More (??) 2. Talk to (Connect?) 3. See Projects (Website)
Highlight on Tile Brands (Brand Value)
- Ad Format: InMail
- CTA: Book an Appointment (Connect?)
Special Offer
- Ad Format: InMail
- CTA: Book an Appointment (Connect? / Tiles on Offer?)
NZ
Introduction (Evergreen)
- Ad format: Video Ad
- Content: Corporate video
- CTA : Download brochure
Invite (Tactical)
- Ad format: Conversion Ad
- Content : Guardtec
- CTA : 1. Tell me more, 2. Talk to us, 3. See Projects
Decision (Brands)
- Ad format: In Mail
- Content: Product Brochure
- CTA: 1. Book an appointment
Decision
- Ad format: In Mail
- Content : Special offer
- CTA : Get offer
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