BRAND PROMOTION
Background
Development of a promotion strategy
The Rembek brand promotion tasks are the second part of the project of Coloro and Agromag Ltd. In the first phase, we created a positioning, unique selling propos ition and redesigned the packaging as part of a project to rebrand Rembek rodenticide.
Brand promotion tasks
1. Developing a strategy for promoting rodenticide and breaking down the advertising budget, building a media plan.
2. Create a Rembek landing page. The work on the landing page included design, layout, site assembly and layout, writing all texts and several calls to action.
3. Creation of advertising text of an audio commercial 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. They are all looking for a remedy that is safe and works. Usually trust in the choice of advice from acquaintances and friends, advertising is in second place. They seek information about existing offers themselves, often asking relatives to help: children and grandchildren. This is one of the reasons we have emphasized internet promotion.
Strategy
We had 2 areas of promotion: offline and online. The first was a radio advertisement, for which our copywriters composed several variants of texts. The online campaign has been branched out. We launched a classic landing page, customized context, created the presentation that sales managers need, and found resources for affiliate publications.
We prepared a media plan and indicative budgets for each direction. To do this, we selected the right radio stations and contacted them to clarify the rates, found specialized resources of amateur gardeners with good statistics of site visits, selected keywords for contextual advertising.
Creating a commercial for a rodenticide product
We were required to produce a 30 second long video that would inform potential consumers about Rembek and instill confidence in the brand. We wrote more than 10 variants, but selected four for the presentation: three author’s and one finalized version of the customer. Among the 4, the customer chose a rhyming quatrain.
All time slots are suitable for broadcasting the commercial, as retirees who listen to the radio usually don’t turn it off. There should also be a recognizable sound in the video, such as the crackle of a squashed bug 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 a unique selling proposition;
presented a block with product benefits;
added instructions for use;
made a feedback block;
inserted a call to action-button.
Linkbuilding
The project marketer selected suitable thematic resources with good statistics of visits and the right regional characteristics. We then contacted the administration and agreed on texts for these resources with mentions of Rembek and links to the lending site. Several options dropped out because the cost was unreasonably high. The rest we put into the media plan.
Setting up contextual advertising
Context customization was handled by an in-house SEO specialist. We selected more than 300 keywords, from which we chose 50 commercial keywords. We customized the contextual ads to maximize engagement with the target audience.
Presentation for email distribution by the sales department
The last part of the job was to create a promotional presentation. In it, we placed advertising texts, talked about the benefits of the brand. With a presentation, sales managers can better showcase the benefits of the brand and encourage stores to take Rembek into sales.
TOTALS
Internet promotion works well with offline methods. You can order the development of a promotion strategy in the branding agency KOLORO: we will offer an effective solution for your company.
