The content, tone and visuals of display advertisements and emails need to be customized to different customer audiences according to their needs: - For customers who belong to Audience category 1 cluster (land on Grainger.com page)
- New Customers: For responders, an email could be sent periodically (customers could chose the frequency) to remind them about new products, new offers etc.
First time visitors on Grainger.com: - Open online account
- The pop up on the Grainger.com page could inform customers about the Bosch power tools and lead them to the register section
Bosch Power Tools section on Grainger.com: - Convince Grainger as authentic option to buy Bosch Power tools
- Intrigue them with taglines as “Everyday Heroes” and provide cashbacks and coupons on Bosch tools
E-mails from Grainger.com: - Remind users of Bosch power tools in every 15 days through visuals and videos
Existing user visits Grainger.com: - Ensure successful Sign-in to Grainger.com
- Display ads and video ads linked to Bosch Power Tools
Bosch Power Tools section on Grainger.com: - The pop up could be the same for this category. For customers who are already in the database, an email could be sent periodically (customers could chose the frequency) to remind them about special offers, coupons
- Emphasize on Bosch power tools offering for MRO
- Promote cashback offer on Bosch power tools
The content could be differentiated according to customer group to e.g. primary customer group (those who work in large/medium corporations) or secondary customer group (customers who love DYI).
DISPLAY ADS [pic 1] [pic 2]
- For customers who belong to Audience category 2 cluster
- Scenario 1 (visit Bosch.com page but NOT Grainger.com page).User visits boschtools.com
- Banner ads and display ads, video ads on Bosch.com page trying to help customers putting an order through Grainger.com and remind them products’ benefits
- Cashback advertisement
- To responders, an email could be sent from periodically (frequency selected by customers) with special offers. For example
[pic 3]
Bosch Power Tools section on Grainger.com: - Pop ups with specific messages and links to particular tools
- Emails with special coupons and cashbacks
[pic 4]
- Scenario 2 (visit Bosch.com page AND Grainger.com page).
User visits boschtools.com - Pop-up linked to Grainger.com
- The objective is once more repeating the benefits of Bosch power tools and convincing the customer to put an order
Power Tools section on Grainger.com: - Display promotional ads linked to Bosch
- Safety ads as shown below:
[pic 5]
E-mails from Grainger.com: - Remind users of Bosch power tools bi-monthly
- Promote new Bosch Power Tools and how they can help user in that industry
- Scenario 3 (visit Bosch.com page AND Grainger.com page but NOT the power tool section). For those customers, an ad banner would be useful to create awareness for the collaboration with Grainger. For responders, the email campaign could be focused on asking them to participate in a survey to understand their needs and then plan relevant promotional activities.
User visits boschtools.com - Pop-ups and display ads linked to Grainger.com
Plumbing tools category on Grainger.com: - Showcase tool to help user select right tool for right industry
- Display ads showing offers on Bosch Power Tools
Bosch Power Tools section on Grainger.com: - Promote cashback offer on Bosch power tools and emphasize the brand’s core competency and values
E-mails from Grainger.com: - Remind users of Bosch power tools every 15 days
- Cash backs and discounts and promotions
[pic 6]
4.2.2 Ways to keep content aligned with Bosch’s brand essence and product positioning in the marketplace Sidewise, both Bosch as well as Grainger.com should emphasize that there is strong mutual relationship between them. Grainger should showcase Bosch as world renowned supplier of power tools while Bosch on the other hand convey message to users that Grainger.com is authentic and genuine platform to look for Bosch power tools. The content, visuals and the brand essence of any campaign need to be reviewed and approved by both teams in order to keep content aligned with Bosch’s brand essence and product positioning, but also keeping balances between Grainger and other partners as well.
WORDS= 684 Sources - http://contentmarketinginstitute.com/plan/
- http://contentmarketinginstitute.com/developing-a-strategy/
- http://www.convinceandconvert.com/content-marketing/how-to-create-a-content-marketing-strategy/
- www.kaushik.net/advertising
- www.digitalads.com
- www.targetedads.com
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