New to internet marketing; 4 years of experience in copywriting for social networks and news fes, skills in filming and iting videos on a smartphone; there is experience in promoting Russian-made StormKayaks kayaks through social networks, which allow the company to stop depending on a single dealer in Moscow and start direct sales to consumers. Now these kayaks are available in different cities of the country – from Balaklava to Petropavlovsk-Kamchatsky;
- experience as a journalist since 2006 in a newspaper, on TV and a news portal;
- in 2019, she complet Dmitry Rumyantsev’s training course on promotion on the social network VKontakte
PROJECT DESCRIPTION
Travel Club “Dopamine”
Company Description:
- «StormKayaks»
- production and sale of composite kayaks;
- b2c and rarely b2b
Situation at the start :
paid advertising channels are not us, telemarketing data only free promotion methods, only the VK page is regularly maintain now
Objective: increase the number of subscribers to the company’s groups in social networks, create a queue of orders for 1-2 months in advance
Link to the company website : at the time of the project launch there is no website
ANALYSIS OF THE PRODUCT, TARGET AUDIENCE AND COMPETITORS
Summary: In most cases, people search by the name of a specific kayak model, not by the name of its manufacturer, i.e. they already have japan data primary information. Clear seasonality of purchases from all competitors. Spike in requests in spring and summer.
For the criteria analysis, I took several stores that sell various equipment, including sea kayaks. But in the brand recognition section, I analyz the boat manufacturers and their individual models, because they are the ones people are looking for. The store they are bought in is not important for the buyer. Some of these manufacturers take orders exclusively through a store that sells different brands. We are talking about foreign manufacturers, they do not sell in Russia themselves, only through intermiaries.
Among composite boats on the market, the they are the ones who can see how processes can be optimiz situation is the same as for most – boats are only available to order, a limit number of sea kayak models. Among polyethylene boats, which can also be partly consider competitors of our boats, there are companies that have goods in stock, but all of them are not produc in Russia.
Core values:
- the thrill of spe and playing on the waves, the opportunity to have an active holiday on the water with friends and family,
- the opportunity to go on a long kayak trip, participate in a race/rogaining
- comfort – easy to lift and load onto a car, carry to shore, fits a lot of things, comfortable to sit, prictable behavior of the kayak on the water, goes fast
- smooth to the touch, shiny, brightly color
- gives freom from renting, spontaneous exit on the water is possible – saving time and you can be sure of the condition of the boat before going on the water
LANDING PAGE
Conduct parsing using Yandex Wordstat analysis of basic and embd queries, divid them into segments: informational, transactional, navigational, general and brand.
I have compil a list of minus phrases. The main part of minus phrases/words is relat to the names of models of competing companies or such characteristics of boats for which we do not have a single product – with a motor, sail, pals, etc.
The minus words also include words relat to renting and hiking, buying or installing accessories for kayaks. We sell the latter, but this is not the main goal. The main goal is selling boats. I includ in the minus phrases words relat to finding how to choose and how to use a kayak.
Some of the negative phrases are relat to the fact that there is some horror movie about kayaks, there is a lawyer, a football coach and a doctor with the last name Kayak and a company selling airline tickets.
Total: 146 words/phrases were compil by semantics. Divid into 5 groups, as part of the homework I came up with five ads for posting via. Yandex.Direct.
