BRAND PROMOTION
Background
Development of a promotion strategy
The Rembek brand promotion tasks are the second part of the project between Coloro and Agromag Ltd. At the first stage, we created a positioning, unique selling proposition and redesigned the packaging as part of a project to rebrand Rembek rodenticide.
Brand promotion tasks
1. Development of rodenticide promotion strategy and advertising budget breakdown, building a media plan.
2. Create a Rembek landing page. The work on the landing page included design, layout, site build and layout, writing all texts and several calls to action.
3. Creating an audio advertorial text for radio stations.
4. Setting up contextual advertising in search engines.
5. Writing advertising texts for thematic resources.
Research
The target audience is people 45+, men and women who live in the countryside permanently or own dacha plots, as well as farmers. All of them are looking for a safe and working product. They usually trust the advice of acquaintances and friends in their choice, advertising is in second place. They look for information about existing offers themselves, often asking relatives to help: children and grandchildren. This is one of the reasons why we paid special attention to internet promotion.
Strategy
We had two areas of promotion: offline and online. The first was a radio advert, for which our copywriters wrote several variants of texts. The online campaign was extensive. We launched a classic landing page, set up context, created a presentation for sales managers, and found resources for partner publications.
We prepared a media plan and indicative budgets for each area. To do this, we selected the right radio stations and contacted them to clarify prices, found profile resources for amateur gardeners with good statistics on site visits, and selected keywords for contextual advertising.
Research
The target audience is people 45+, men and women who live in the countryside permanently or own dacha plots, as well as farmers. All of them are looking for a safe and working product. They usually trust the advice of acquaintances and friends in their choice, advertising is in second place. They look for information about existing offers themselves, often asking relatives to help: children and grandchildren. This is one of the reasons why we paid special attention to internet promotion.
Strategy
We had two areas of promotion: offline and online. The first was a radio advert, for which our copywriters wrote several variants of texts. The online campaign was extensive. We launched a classic landing page, set up context, created a presentation for sales managers, and found resources for partner publications.
We prepared a media plan and indicative budgets for each area. To do this, we selected the right radio stations and contacted them to clarify prices, found profile resources for amateur gardeners with good statistics on site visits, and selected keywords for contextual advertising.
Creating a commercial for a rodenticide product
We needed a 30-second video that would inform potential customers about Rembek and inspire confidence in the brand. We wrote more than 10 variants, but we selected four for the presentation: three of our own and one of the customer’s revised version. Among the four, the customer chose a rhyming quatrain.
All time slots are suitable for broadcasting the video, as pensioners who listen to the radio usually do not switch it off. There should also be a recognisable sound in the clip, such as the crackle of a squashed beetle, which is heard at the beginning and end of the audio.
Landing page creation
We have thought through all the key elements in the landing page:
favicon –
described the unique selling proposition;
we presented a block with product advantages;
added instructions for use;
made a feedback block;
insert a call to action button
Linkbuilding
The project marketer selected suitable thematic resources with good visitor statistics and the right regional characteristics. Then we contacted the administration and agreed on texts for these resources with mentions of Rembek and links to the website. Several options were rejected because the cost was unreasonably high. The remaining ones were included in the media plan.
Setting up contextual advertising
The context was set up by an in-house SEO specialist. We selected more than 300 keywords, of which we chose 50 commercial ones. We set up contextual adverts to maximise engagement of the target audience.
Presentation for email distribution by the sales department
The last part of the work was the creation of an advertising presentation. In it we put advertising texts, told about the advantages of the brand. With the help of the presentation, sales managers can better demonstrate the benefits of the brand and encourage shops to take Rembek into sales.
TOTALS
Internet promotion works well with offline methods. You can order the development of a promotion strategy at KOLORO branding agency: we will offer an effective solution for your company.
