NIELS BROCK COPENHAGEN BUSINESS COLLEDE & FOREIGN TRADE UNIVERSITY GRADUATION THESIS BUILD AN ONLINE MARKETING CAMPAIGN FOR WEFIT PRODUCTS – APPLICATION OF LINKING GYMS OF TECHNOLOGY CORPORATION ONACL[.]
OVERVIEW OF ONLINE MARKETING
Definition of Online Marketing
Online marketing is simply understood as a combination of "marketing" and
"online", also known as online marketing In particular, "marketing" is merely advertising, marketing products and services to consumers And "online" is the word for interactive activities on the Internet through high-tech devices. That is, by using electronic means, computer network technology to research the market, devising product development strategies by promoting through the Internet means, delivering goods and services of businesses come to consumers as quickly as possible through the Internet (Online Marketing – Sheehan, B.)
Forms of Online Marketing
Website is a collection of websites including text, images, videos, flash, etc.,usually only in one main domain or subdomain The website is hosted on a web server accessible via the Internet The website acts as an office or an Internet store - which introduces information about businesses, products or services provided by the business (Wikipedia) b The role of Webiste in Online Marketing:
First, the website determines the "ranking" of businesses on the Internet A business webiste with a professional interface and deep content will be able to attract users to visit and keep them in the website longer This will help search engines like Google appreciate the business website, helping the website achieve high search rankings in a natural way on search engines.
In addition, there are a few other benefits of website in Online Marketing to mention Website is the fastest place to market your company's strategic products on the global network Since then, helping the company's products stand out and being well-known helps businesses fully introduce their companies to customers, thereby creating trust in the company's services and products Business costs for websites compared to traditional marketing services are lower and more effective Website helps businesses always receive the fastest response from customers, while helping businesses keep up with the general market trends or get information about customer tastes accurately and quickly.
Social Media Marketing or "social media marketing" is understood as the process of gaining website traffic or attention through social networking sites Social Media Marketing includes marketing programs that often focus on efforts to create content that attracts interest and encourages readers to share it on their social networks (Basic Marketing – Rose, P.)
Picture 1.2.2 Social Media Marketing b Main types of Social Media Marketing:
The first is, Social Community Marketing - marketing through social networks, channels focus on developing relationships with engaging users with similar interests and interests Therefore, the social community features a multi-dimensional interaction, allowing users to connect, chat and share information.
The second is Social Publishing Marketing - Marketing through sites that help spread the content online, including blog sites, microsites, sites for uploading images / videos / audio / documents, bookmarking sites and news sites.
The third is Social Commerce Marketing - taking advantage of online tools to support buying and selling, which is part of e-commerce where buyers and sellers can be more flexible and comfortable in interacting, feedback and knowledge sharing.
Finally, Social Entertainment Marketing - marketing through websites, online tools that allow users to have fun and entertain Notable include social games, online gaming sites, etc. c The role of Social Media Marketing in Online Marketing:
First, Social Media is the channel to provide information about products / services and brands of businesses to customers conveniently and quickly. Through communication websites, customers will quickly know who the business is, what the business sells
Second, the role of Social Media is highly appreciated compared to other Digital Marketing tools is that the two-way interaction between businesses and customers is happening quickly Through the business communication channels, customers will know what they think about their products, and their brands will have timely and appropriate adjustments to meet customers' needs.
Third, social media is also a way to connect businesses together, not only enterprises in the industry but also enterprises outside the industry This combination allows businesses to learn from each other, and analyze their competitors to come up with more appropriate, more effective strategies.Fourth, social media increasingly plays a big role in leading users to the website of the business This increase in traffic not only helps businesses become more known, increases the conversion rate of customers into customers, but also valuable in improving the website's ranking on search engines.
Email marketing is a form of using email (email) to carry information about communications News / Sales / Marketing / Introducing products to customers that you want Those customers have been well-researched (potential customers of the business) to distinguish them from Spam email (Send mass emails to any customers), and customers may refuse to receive emails ( Basic marketing - Rose, P.) b The role of Email Marketing in Online Marketing:
When it comes to the benefits that Email Marketing brings, the first thing to talk about is cost savings Compared to other advertising services such as television, SMS Marketing, printing brochures, Email Marketing certainly costs much less than the above methods selected by the administrator. Next, doing Email Marketing means that businesses actively use the services of the providers to send Email Marketing So surely businesses will be more proactive in time than doing advertising by means of media, newspapers or distributing leaflets because most of these means you have to invest a lot of time and find people to do it.
Finally, there is one advantage that businesses need to use Email Marketing, which is the benefit of easily statisticalizing the results For other communication channels, businesses need a certain period of time to get results However, with Email Marketing, right after the user is done, he / she can have the statistics in a short period of time, which is the data on the number of emails sent, number of emails responded, number of visitors. Please check with your store or some other statistics depending on the needs of each person who performs the campaign.
SEM stands for the term: "Search Engine Marketing" translated into Vietnamese means "Marketing on search engines" It is the process of getting traffic from search engines either organic (free) or paid (via advertising) SEM has two main pillars: SEO (Search Engine Optimization) and PPC (Pay Per Click).
Advantages and disadvantages of Online Marketing
First, Online Marketing has outstanding advantages that are cost and time saving Thanks to automation, vast accessibility, multiple positions to advertise, flexible time, has opened up opportunities for startups with good quality products and services but with little budget marketing Even businesses own a strong social networking account, a strong website will be able to spread information and interact with a large group of customers At the same time, when setting up ads, the cost may decrease The process of setting up online advertising becomes much simpler than traditional forms of advertising Most are designed and conducted on electronic components and easy to register In addition, the information available on the website, the automatic answering program will save you time to invest in improving production and business efficiency.
Second, Email Marketing allows businesses to operate 24/7, allowing customers to view goods through the Business Website at any time of the day The trend of using the internet to shop online is on the rise The demand for information and online advice before buying products also increased And of course, using online tools to "chat" with customers is a flexible way of time, regardless of location Business team is always ready to chat with customers anytime - anywhere.
In addition, Online Marketing allows businesses to reach a large audience in a snap With only one content that has been prepared, with full information about the products that businesses want to convey to customers, users of Email Marketing can send mail to millions of people at the same time without limitation about geography and time.
Finally, the powerful ability to collect and measure data has made Online Marketing have a strong position in all marketing activities in general. Regarding data collection, as long as users register an account and operate on a website, user data will be collected These include Facebook and other social networks, Google, e-commerce sites, etc For small businesses, they can also collect their own customer data through customers' registration. Understanding products through the Website This data can also be exchanged between related industries such as restaurants - jewelry - wedding dresses - hotels with the target audience of soon-to-be-married couples These data are really useful for segmenting customers, increasing access to the right potential customers Besides, the strong measurement ability of Online Marketing has long become a powerful arm for Marketers. For example, Google Analytics helps to measure in detail where your website's traffic comes from, the average time on page, how many target actions are met, and track user behavior on your website, bounce rates, and even metrics related to Google Ads are extremely useful measurements. From there, the data collected and measured can be a powerful support for providing solutions to increase conversion efficiency.
First of all, noise in Online Marketing The convenience and ease of doingInternet Marketing makes users "go online" to meet ads: surf Facebook newsletter, watch YouTube videos, watch online movies, etc Therefore,Business messages are often jammed by too many other advertisements.
Customers are easily changed attention, as well as accidentally "let drift" lost our ads.
In addition, Marketing Online depends heavily on electronics For places with poor information infrastructure or a low target audience with online habits, businesses will hardly have the opportunity or even be able to reach these objects through Online Marketing When the server of the website goes down, it leads to poor page loading speed, or due to a technical error, it makes customers unable to visit the website of the business, or waiting for them to leave Advertising settings on websites may not be compatible with the browser or device of the viewer Therefore, business owners need to check regularly to quickly overcome technical errors early to ensure the website and the ads work properly.
Communication campaign
1.4.1 Campaign goal : a The importance of goal setting:
Media campaign goals are the goals that each marketing communication tool or integrates with the communication tools it wants to achieve in a given period Those goals will form the basis for all other communication decisions detailing the goals each tool wants to accomplish In particular, there are reasons that explain the importance of setting campaign goals.
Ensuring consistency in management: the goal setting process sets out requirements for unified marketing communications activities for the marketing executive as well as all employees throughout the planning and implementation organization.
Communication messages are defined as points that attract customers' attention, tell customers how businesses can solve their problems, why they should believe in that business, and Why should they choose the product of this business over other competitors. b Requirements in setting campaign goals:
First, the media campaign goals should include who exactly what, when and when The goal should identify the target public (who), specify the specific purpose - such as the level of public awareness that the message needs to be achieved (what) and indicate the corresponding time frame that the target that needs to be done (when).
Second, the goals of a media campaign must be quantitative and measurable This will set the stage for conducting measurement and evaluation of campaign results after.
Third, communication goals need to be realistic An unrealistic goal is a goal that a business cannot accomplish within the estimated time of each campaign.
Finally, there must be consistency in the objective of marketing communications Setting goals for any given program tool must match those set for other tools in the same period.
The method is considered to be the most suitable in setting up marketing communication budget is the method of setting budgets according to goals and tasks For this method, marketing communications managers need specific tasks and roles of advertising or other communication tools for a brand and then set the appropriate budget The steps used when using this method are:
As a first step, set specific marketing goals to be done.
Secondly, evaluation of marketing communication function must be conducted to realize the overall marketing objectives.
Step three, determine the role of marketing communications tools in the overall media mix to perform the functions established in step two.
Step four, establish specific marketing communications goals about the level of measurable marketing communications responsiveness needed to accomplish the goals.
As a final step, budgeting is based on the required estimate.
1.4.3 The public audience receives the campaign's goal information :
The public receives the message as the recipient of the media message In particular, "the public receives the target message" are individuals or groups that operate marketing communications of businesses that want to be influential The research of the general public is always considered the starting point and one of the most optimistic content importance of the process of marketing campaign implementation.
1.4.4 Media message: a Overview of communication messages:
Communication messages are defined as points that attract customers' attention, telling customers that businesses can solve their problems such as: how, why they should believe in that business, and why they should choose their products This business is instead of other competitors. b The process of creating communication messages:
The creation of communication messages must be carried out according to a process and the success of this creative activity also often depends on the planned implementation It is difficult to create a process that is suitable for all businesses, but the message creation process models all follow a common principle to ensure that this activity achieves its communication goal James Webb Young has created a message creation model that businesses can refer to:
The first step is a critical step - gathering documents and information from background studies that are then put into real-world situations.
The second step is the processing step - the exploitation and processing of documents and information collected from the first step.
The third step is cherishing - turning the matter out of the mind and turning the information into facts.
The fourth step, clearing up - generating ideas.
The final step, adjustment and verification: study and formulate the idea of the final communication message.
The selected communication tools are those included in Online Marketing: Website, Email Marketing, Social Media Marketing, SEM.
In the implementation plan, the marketing manager needs to show the work, the specific content to be completed for each type of tool, along with specific timelines In the process of implementing a communication campaign, there will be jobs that only one type of tool will undertake or need a combination of support and assistance between the tools From there, administrators need to map out specific stages and timelines to get the best out of the communications tools set in the first place.
1.4.7 Evaluate communication performance : a Opinions on evaluation of communication performance:
Activities of evaluating communication effectiveness for a long time still exist many different views and the main cause of this situation is different in terms of approach, namely:
- Artistic approach: marketing communication is an activity with convergence of fields such as economy, culture, art, related to the business operation chain As such, measuring the effectiveness of communications is difficult to conduct, resulting in an assessment only when absolutely necessary.
- Approach from an economic perspective: marketing communication is a business-intensive activity that requires businesses to invest a lot of resources, as well as all other investments, the ultimate goal should be effective (in terms of business) take benefit) The evaluation of communication effectiveness is therefore a work to be done. b Evaluation process of communication performance adjustment:
The process of evaluating and adjusting communication performance comes from the administrative requirements of this activity Start by reviewing goals, then identifying metrics and indicators for evaluation, identifying and allocating budgets, and finally comparing your performance with goals and standards, from which you can find causes and appropriate action There are three important jobs not to be missed:
The first is the review of marketing plans and goals It is then necessary to measure communication efforts Finally, marketing managers need to take appropriate action.
ACTUAL STATUS OF ONLINE MARKETING ACTIVITIES
Overview of WeFit - the application that links the gym
WeFit is a new fitness solution provider in Vietnam - a phone app that allows users to access and book schedules at all gyms in an affiliate network As with other products like Shopee - an intermediary that connects stores with consumer shoppers, like Foody (or Now Delivery) - an intermediary that connects food and drink stores with foodies, WeFit is also the third intermediary connecting gym / club partners with customers who need training Just by becoming an official member of WeFit, users can experience searching and practicing in hundreds of different gyms, in theWeFit partner system in Hanoi and Ho Chi Minh City Despite having just over 2 years of establishment and development, WeFit's network has reached more than 700 gym / club partners with a service that includes 30 different sports This is the optimal solution for customers who want to practice, enjoy physical training and want to experience different subjects to meet their fitness preferences At any time, with just a few simple steps on smartphones, customers will find a schedule suitable for all subjects such as yoga, zumba, boxing or gym, at the gym near the house, near the place with the best quality.
Actual status of Online Marketing activities of WeFit products
Currently, the official website of WeFit is merely a website to post basic information about the product The company does not have specific activities to increase traffic to this site Specifically on the official website, WeFit publishes the following information:
The first item that appears on the page is "What is WeFit?" To give customers an overview of the product.
The second section is "The benefits of using WeFit" include easy scheduling only through the mobile application, a variety of subjects up to 30, the flexibility to practice anytime, anywhere with more than 700 gym partners and more than 5000 exercise schedules a day so customers can actively set the appropriate exercise schedule.
The third item is "List of existing gyms in WeFit's affiliate network". When clicking on this part of the website, WeFit will take the customer to a new window in which the customer can learn the gym and the subjects of interest divided by district and city (Hanoi) and Ho Chi Minh City) Web designers also actively design for each subject a specific letter, so that customers can quickly find the gym that suits the current needs.
The fourth section is the "Introduction of discounted deals" section of business partners in the practice / beauty field such as fitness stores, health food stores, real sellers functional products or partners providing other services such as co-working space, free medical examination services at Medlatec hospital, free whitening services, These are the benefits that come when the customer becomes a member of WeFit.
The fifth section is the "Self-improvement Process" of the members who have been or are members of WeFit, besides the words of celebrities such as actors, TV MCs, Motivate customers to use the WeFit option as the ultimate workout solution.
The sixth item is "WeFit User Guide" to show customers how easy the product works.
WeFit’s Website
Email Marketing
For Email Marketing, WeFit uses Mailchimp to send email to its collected customer base In the current report, Mailchimp can see:
WeFit email availability: about 125,000 emails; This email volume is collected by customers leaving information through the website, landing page of each previous campaign,
The number of emails that customers have used at least once to use the product: about 33,000 emails, this is the number of customers who have heard advice about the product and made the final purchase decision.
Number of active email customers: about 14,000 emails; This amount of email is for current customers using the product (the package is limited and can book an episode) and this is also the number of customers willing to receive information sent from WeFit.
In the last 6 months, Mailchimp has recorded a change in the number of emails for the three types of emails mentioned above, as detailed in the following table:
Specifically, all 3 emails measured via mailchimp have steadily increased over the past six months (from September 2018 to February
2019), but during the period from October to December 2018, the amount of emails increased slightly Shortly thereafter in January and February 2019, the number of emails increased even more It can be predicted that during the period of New Year 2019, many customers who see a need to practice to maintain and improve their physique should learn about training solutions through the Internet, including WeFit products
The app links the gym:
However, for media campaigns promoting the WeFit brand or sales promotions for new customers who are among the visitors gathered through running ads, WeFit does not have emails to influence amounts of customers Instead, WeFit focuses on looking after existing customers by sending weekly emails:
Every Monday: Send email of gym fluctuations, including new partners updates and partners suspending service or disconnecting during the week Every Saturday: Send an email summarizing the number of training sessions the customer has booked in the past week, along with encouragement, encouraging customers to continue practicing the workout routine for the following week.
In addition, whenever there is a new renewal program and incentives, WeFit will also send notice of package price of each type of package to all customers who are using the product.
Social Media Marketing
Fanpage “WeFit practices anytime - anywhere”:
Picture 2.2.3 Fanpge “WeFit practices anytime – anywhere”
“WeFit practices anytime - anywhere" is the only official Fanpage of WeFit.Here, WeFit publishes all information about the product, along with the content of knowledge and entertainment related to training and work.Beautiful to maintain health, improve physique With the above content,WeFit wants to attract the attention of the target customers From the new,useful and useful content, the customers become important pay attention to the WeFit brand and gradually learn more about the product From the target customer, they will become the customer who receives advice and eventually buy the package, become an official member of WeFit.
On the WeFit Fanpage, the frequently posted topics include: Product information: such as incentive programs for new and renewed customers; benefits of customers using services such as receiving discount codes of partners of the same gender Fitness; contests, challenges, minigames, with the largest prize structure of up to nearly 1 billion, Knowledge- sharing articles related to training, beauty and entertainment videos / photos.
In particular, the most accessible articles are knowledge sharing related to practice and beauty While other articles have an average reach of 4000 -
5000, useful sharing articles can reach 9000 access.
The closed group "Go practice with WeFit":
WeFit's “Walk with WeFit” group is an official closed group created by the Fanpage WeFit that trains anytime - anywhere and is managed by the company's personnel, receiving all the direction and direction of WeFit.
On the WeFit side, this closed group is also a communication channel used by the company to publish official product information, including changes in mechanisms, incentives, introductions to the company partners, partner events, contests / minigames … so that customers can quickly grasp their information and interests when using the product Unlike the Fanpage
"WeFit practice anytime - anywhere", the closed group targets the target customers who are active The administrators of the group, in addition to posting necessary information about the product, are also ready answer all questions, solve all problems arising from customers during the use of the service.
Meanwhile, on the customer side, "Working with WeFit" is a community for all those who are interested in training and beauty Here, WeFit customers(also known as WeFitters) can freely exchange, learn, exchange experiences about exercise, nutrition, or beauty tips every day, Even if lazy practice or take care of yourself, WeFitters can call on like-minded friends to practice together with their favorite subjects For non-WeFitters customers, this is an environment for customers to refer to the service to make a purchase decision.
In the past 6 months (specifically from September 2018 to February 2019), the number of members participating in the group "Practicing with WeFit" has increased by 3,600 members (from 10,700 members to 14,400 members) In particular, the percentage of active users in the group is listed in the following table:
According to the track, November and December 2019 are the low season of fitness service businesses Therefore, the number of people interested in training decreased and the number of interactions in the group "Practicing with WeFit" also decreased.
In addition, in January and February, WeFit organized Minigames to give gifts to POSM customers including training bags, water bottles, T-shirts, exclusively produced limited edition These Minigames attract a lot of customers to join and increase the amount of interaction within the group in the last 2 months. b Blog:
Just like the WeFit website, WeFit's Knowledge Sharing Blog is also simply a website that updates the knowledge, practice and beauty information that every practitioner should know and care about These blog posts are directed not only to WeFitters, but also to those who visit the blog and are interested in the topic of the article WeFit's blog is also divided into categories so that users can search more easily, depending on the interests of users:
WeFitNews: notifications from WeFit about product innovations and updates.
WeTraining: knowledge sharing articles related to training issues. WeBeauty: knowledge-sharing articles related to beauty.
WeLive: articles sharing healthy, healthy lifestyles.
Despite these interesting and useful categories, WeFit has not yet taken advantage of this knowledge to bring value to customers On WeFit's official media channels such as email, fanpage, group, the blog posts are not linked to customers so WeFitters can take advantage of this knowledge to support the practice So updated blog posts are often unattractive and are not valuable to users Even, many customers do not know WeFit has knowledge sharing blog.
SEM
For the number of Internet users, up to 100% of users need to use Google as an indispensable tool While using Google for work, entertainment and related websites, Internet users will sometimes see WeFit ads on the screen WeFit has used a lot of different text content:
Practice Yoga in the summer for 19k.
Last chance to exercise Gym 19,000.
Prestigious clean water swimming pool in Hanoi.
Jump zumba through the ages.
With the above content, each WeFit ad takes users to a different LandingPage For example, with the content "Yoga in the summer for 19k", LandingPage is used exclusively for Yoga; The content "The last chance to exerciseGym 19.000d" will take visitors to their own Landing Page and similar subjects for other subjects WeFit recognizes that different customers will have different interests in the discipline, so using Landing Pages by the current subject is to hit the customers' psychology, thereby increasing the amounts of Customers sign up to receive advice as well as increase the number of customers to become a full member.
For such use of SEM, WeFit receives about 500 visits per day, but only about 20 customers leave consulting information.
CHAPTER 3 : BUILDING AN ONLINE MARKETING
CAMPAIGN FOR WEFIT PRODUCTS - APPLICATION
Campaign goal
In a period of 3 months (from April to June 2019), through Online Marketing campaign, 1500 new customers were interested in the product.
Target audience of the campaign
The target audience for this Online Marketing campaign is customers who are between the ages of 18 and 35 More specifically, the target audience that WeFit targets is customers who have a habit of using tools Online such as Social Media, Email, to find out and update information.
Media message
In addition to the hot air always flooding in Ho Chi Minh City, the 3-month period from April to June is the time to start the summer in Hanoi, so a message for summer will surely fall attract customers' attention At the same time as a message that the training season is about to start, encouraging target customers to focus on physical training to have a physique and absolute health for a dynamic summer and fun.
Therefore, the message chosen for the campaign is: "INTO THE SUMMERWAY".
The communication tools used and the reasons for selection
In order of priority, the Online Marketing tools to be used are:
First, Social Media Marketing is the most preferred tool to use:
According to statistics in 2018, Vietnam has a population of 96.02 million and an urbanization rate of 35%, the number of Internet users in
Vietnam last year reached 64 million users, accounting for 67% of the population.
Especially in the social network segment, in January, Vietnam had 55 million active users, reaching 57% of Internet users Besides, if only considering the social networking site Facebook, in 2018 Vietnam ranked 7th among the most-used countries, with 59 million users in July 2018 That proves: Facebook in particular and social networks in general are still "gold mines" used to attract customers in the fields of business, advertising, and other "profitable" activities associated with it.
The second preferred tool is SEM Because as well as the above statistics, the number of Internet users in Vietnam has reached 67% of the population, along with most Internet users looking to Google, Youtube, online newspapers, so the use of SEM is essential Currently, there are many Vietnamese people who want to practice but do not know the solution called WeFit - the application of linking gyms Thereby we see, using this tool will reach the maximum number of customers who do not know WeFit and from there can increase the number of new users.
Next, the tool used is Email Marketing As we have collected data from WeFit's Mailchimp account, WeFit currently has 125,000 emails of customers who are interested in the product (including 33,000 emails of customers who have been using the product) Therefore, the number of customers wishing to practice but not choosing WeFit as the final solution amounted to 92,000 WeFit needs to take steps that impact these potential customers.
Finally, the Website also needs a few changes to match Online Marketing campaigns for this summer Regarding the layout and the information displayed on the official website, WeFit has done quite well because it has provided customers with enough information to help customers understand the product However, WeFit has only kept the same interface during the 2 years of development This can be boring for customers who have visited the website and come back to learn about the product again So WeFit also needs a few small changes here.
Implementation plan for each tool
To prepare for a brilliant summer, WeFit needs an eye-catching Website that has more of a summer nature Instead of the boring image of a model taken in the studio and collage, a website for fitness like WeFit needs other dynamic photo shoots along with eye-catching, brilliant interface design and trendy current.
Regarding the image, for this summer's campaign, WeFit should exploit and use outdoor campaign images of both men and women, instead of just the female image as it is now Activities, training subjects should be taken in the partner's outdoor courtyards or public places of activity such as parks, squares, will definitely attract attention The site will look more actively, captivating and more reflective of the Fitness spirit.
Regarding the design interface, WeFit also needs to eliminate the presentation of content on the background of text and ordinary images. Since the site's first launch in 2016, WeFit has not had a change in the interface, so this website design style is outdated and needs to catch the trend right now As far as we know, the most prominent design trend in 2018 is Vibrant, saturated color schemes - that is, the "floating color" and "color intensity" system With this design, customers visiting the website will encounter the touch points in color and immediately be impressed withWeFit From here, customers will give WeFit a plus and continue to learn more about the product
The Job of Timeline for the Website:
28/03/2019 Take a photo shoot outdoors including male and female models for the new version of website 29/03/2019 Designers build a new interface based on existing content 31/03/2019 Browse the new interface and make the necessary adjustments 01/04/2019 Update Website with new interface
In addition to continuing to send emails to existing customers on Mondays and Saturdays every week to maintain loyal customer care, WeFit needs to apply sending mail to the customer base data base, which is 92,000 customer emails have been interested in products but haven't used the service yet However, this is the number of customers who are not attached to WeFit, the company needs to limit the number of mail and adjust the time between the mail reasonably to avoid customer reviews as Spam mail.
During the 3-month summer period from April to June 2019, WeFit can proceed to send 3 mails to potential customers as follows:
One is the email that conveyed the message "On the summer-arrival form." This is an email sent to the entire data base of 125,000 emails (including visitors who have not used the service) The content of this email includes Notice of summer has come - season for training, why you need to practice right now (good health, good physique to prepare for outings, wear nice clothes, ), deals export training solutions combining subjects to achieve the best effect, then lead to the best solution for customers - WeFit products In the email, you can also link to other related articles blog posts such as: "Summer - a golden time for practice", "Benefits of practicing a combination of subjects", All these blog posts will be published Clarify at the back of the project
The second is the sales promotion email of the campaign "In the summer to welcome." This is the email for specific customers who have never used the service, because the package price for new customers is different from renewal customers, so in this email, by taking advantage of the summer-peak season of training, WeFit is exclusively for first-time customers to use a 45% discount on the package. However, the email only mentions the offer and does not send the product price directly to the customer The bottom of the email will lead to the next link to the WeFit website, where visitors will leave information and staff The reason for not disclosing the package price at email is that, according to customer psychology, they will evaluate the cheap - expensive price a training package that constantly decide to buy the product The visitors to the information and counseling staff will increase sale conversion rate from prospect to formal membership.
Third is the email to personalize customers in the campaign "Come summer to welcome." According to internal information collected by
WeFit, when asked which customers are most interested in which subjects when practicing summer, up to 60 % of guests mention Swimming, so based on the available Location data from Mailchimp, WeFit can send mail to customers swimming pools near their location.
In Hanoi, personalized mail can be reached to customer A in Thanh Xuan district with the content: In more than 20 swimming pools in the affiliate network, WeFit introduces you to 5 swimming pools of Thanh district Xuan is as follows Customers from other districts in Hanoi or
Ho Chi Minh City will be sent the same mail By sending this personalized email, customers will feel see WeFit meet more needs and get more attention, which leads to product discovery and package purchases.
The timeline to send these emails will proceed as follows:
15/04/2019 Email conveys the message “In the summer-time to welcome shape”
3.5.3 Social Media Marketing: a Available channels of Social Media Marketing
Fanpage “WeFit trains anytime, anywhere”
With 110,000 followers available, deploying activities on Fanpage of Online Marketing campaign is indispensable For each Fanpage, there are the applicable article formats: posts, posts with images and posts with videos. However, posting without images or videos will make the Fanpage less lively, leading to reduced interaction Therefore, each article must be accompanied by images or videos to maximize user interaction.
The articles proposed to be deployed on the Fanpage "WeFit practice anytime, anywhere" include: the article conveying the message "On the arrival of summer to summer", the promotion articles are exclusively for customers who generate training packages for the first time, knowledge- sharing articles related to practice, summer introductory disciplines, summarizing WeFitters' successful personal transformation processes called “Humans of WeFit "The specific contents of the articles are as follows:
Firstly, the article conveying the message "Come in summer welcome form" will be applied as the email sent to the above- mentioned customer The content includes the notice of summer has come - the season for training, the reason for Why do you need to train now, propose a training solution that combines the subjects to achieve the best effect, then lead to the best solution for customers - WeFit products In the description of the article links to other related articles implemented on the blog such as: "Summer - a golden time for practice", "Benefits of practicing combined subjects", All This blog post will be clarified later in the project.
Next are the sales promotion articles of the campaign "Come summer to the next." Other than the characteristics of the email will be marked as spam if sending too many mail, on the WeFit Fanpage can post many articles without Worrying about disturbing customers: Proposals for 3 months of the Summer 2019 period from April to June, there will be 3 sales promotion articles including: April (discount package for the occasion starting time in summer - peak season for training), May (discount package for the occasion of Liberation of the South 30-4 and International Labor 1-5), June (discount package for training melting summer heat).
The third is the article sharing knowledge training The characteristics of these articles are the need to spend all the time customers use the product and for all subjects, not just for new customers However, the articles that the campaign "On the shape of welcome summer" to target are the articles motivating customers to exercise In which can be proposed: "Ideal weight for girls in this summer, "" Summer - a golden time for practice "," Benefits of practicing at the gym instead of practicing at home " However, the characteristics of the above articles Facebook needs to be short and concise so WeFit needs to add a link to the blog, suitable for customers who are really interested in the topic that WeFit shares.
Set budgets for each type of tool
Chapter 4: Evaluate the effectiveness of the media campaign
The effectiveness of the media campaign is worthwhile through each tool used In particular, the data used to measure is the number of clicks registered for purchase through the tracking tracking located at the media channels:
Based on the above effective evaluation data, we see that the campaign “In the summer to welcome” has achieved 87.5% of the initial target, of which the tool that brings the best efficiency is SEM with 116, 4%, on the contrary, Youtube has the lowest efficiency of 60% Besides, the closed group "Going to practice with WeFit" of Social Media Marketing is also highly effective not too different from SEM, reaching 116%.
Through the above evaluation table, we need to promote the implementation of activities on SEM and the group "Practice with WeFit", ie change the content of running PPC ads and invest efforts in caring, supporting and creating Good relationships with existing customers using the product At the same time, tools such as Website, Email Marketing, Fanpage of Social Media also need to find out what is wrong to adjust KPI appropriately, or make appropriate changes in the implementation campaign In particular, the two new Social Media channels have not been proposed to be effective, but are only in the early stages of testing, so it requires patience and more changes in the future to achieve higher results in the next stages.
RECOMMENDATION AND CONCLUSION
To draw a final conclusion, we can review the outstanding issues of WeFit products Currently, the official website of WeFit is merely a website to post basic information about the product The company does not have specific activities to increase traffic to this site After learning about the reasons why WeFit did not invest in running ads to attract website interaction, the answer received was that WeFit had prioritized running ads to land on Landing Page Because when customers find products through the website, they tend to see a lot of information related to the product and too many operations that lead to the distraction of "signing up for advice" Instead, Landing Page only posts the content of preferences, convenience, powers, of customers in each campaign, more focused information leads to attracting more customers to register For Email Marketing, WeFit usesMailchimp to send email to its collected customer base However, for media campaigns promoting the WeFit brand or sales promotion programs for new customers who are among the visitors gathered through running ads, WeFit does not have emails to influence amounts of customers Instead, WeFit focuses on looking after existing customers by sending weekly emails Just like the WeFit website, WeFit's Knowledge Sharing Blog is also simply a website that updates the knowledge, practice and beauty information that every practitioner should know and care about Despite these interesting and useful categories, WeFit has not yet taken advantage of this knowledge to bring value to customers On WeFit's official media channels such as email,fanpage, group, the blog posts are not linked to customers so WeFitters can take advantage of this knowledge to support the practice So updated blog posts are often unattractive and are not valuable to users Even, many customers do not know WeFit has knowledge sharing blog For such use ofSEM, WeFit receives about 500 visits per day, but only about 20 customers leave consulting information.
From the above issues, we had the idea to build an online marketing campaign for WeFit products The goal of the campaign is for a period of 3 months (from April to June 2019), through Online Marketing campaign, attract 1500 new customers interested in the product The target audience for this Online Marketing campaign is customers who are between the ages of 18 and 35 More specifically, the target audience that WeFit targets is customers who have a habit of using tools Online such as Social Media, Email, to find out and update information The 3-month period from April to June is the beginning of the summer season in Hanoi, so a message for summer will surely catch the attention of customers Therefore, the message chosen for the campaign is: "INTO THE SUMMER WAY".
In order of priority, the Online Marketing tools to be used are: first, SocialMedia Marketing is the most preferred tool to use, Facebook in particular and social networks in general are still "gold mines" used to attract customers in the fields of business, advertising, and other "profitable" activities The second preferred tool is SEM Currently, there are manyVietnamese people who want to practice but do not know the solution calledWeFit - the application of linking gyms Thereby we see, using this tool will reach the maximum number of customers who do not know WeFit and from there can increase the number of new users Next, the tool used is EmailMarketing Finally, the Website also needs a few changes to match OnlineMarketing campaigns for this summer So far, WeFit has only kept the same interface throughout the 2-year development process This can be boring for customers who have visited the website and come back to learn about the product again So WeFit also needs a few small changes here Besides,WeFit also has other additional suggestions In summer, WeFit should start its Youtube channel with videos on recommended subjects such asSwimming, Gym, Currently the number of Instagram users in Vietnam is increasing significantly, there are even many people who only useInstagram instead of Facebook because of the turbulence of this social network WeFit's Instagram should focus on increasing the value of training knowledge for users Each video on Instagram has a maximum length of 1 minute, so under the description of each video, there should be a link to Youtube of WeFit.
The effectiveness of the media campaign is worthwhile through each tool used In particular, the data used to measure is the number of clicks registered for purchase through the tracking tracking located at the media channels Based on the above effective evaluation data, we see that the campaign “In the summer to welcome” has achieved 87.5% of the initial target, of which the tool that brings the best efficiency is SEM with 116, 4%; on the contrary, Youtube has the lowest efficiency of 60% Besides, the closed group "Going to practice with WeFit" of Social Media Marketing also achieved high efficiency not too different from SEM, reaching 116%. Through the above efficiency table, we need to promote the implementation of activities on SEM and the group "Go practice with WeFit", ie change the content running PPC ads and invest efforts to care, support, build good relationships with existing customers using the product At the same time, tools such as Website, Email Marketing, Fanpage of Social Media also need to find out what is wrong to adjust KPI appropriately, or make appropriate changes in the implementation campaign In particular, the two new Social Media channels have not been proposed to be effective, but are only in the early stages of testing, so it requires patience and more changes in the future to achieve higher results in the next stages
After conducting such communication campaigns, in order to monitor customer satisfaction, WeFit called to consult and evaluate customer reviews about this campaign Based on these ideas, WeFit can draw on the experience and offer better online marketing campaigns.
The campaign "On arrival in summer" has been built closely based on the theory of understanding of Online Marketing At the same time, based on the current status of WeFit's Online Marketing activities in the previous periods, I am sure that the suggestions above will improve the product ofOnaclover Technology Joint Stock Company In addition to the success of the campaign "In the summer to catch the shape", this proposal still has mistakes that set goals not yet achieved But with the evaluation of the effectiveness of the media campaign as we have done above, WeFit will take new steps more suitable and more accurate to achieve other goals in the next period.
This thesis whole and grow to be a reality with the support of many people which includes Foreign Trade University teachers Above all,
I would like to extend the sincere thanks to they all for conveying valuable knowledge for me all through the past four years university
Besides, I would love to specific my deep gratitude and thanks to my principle supervisor, MBA Hoang Anh Duy, Forgeign Trade University, for giving me the opportuniries to do the studies and presenting treasured advicies in the course of this research.
The approciate advice, help additionally come from my 2d supervisor, Prof. Charlie Mpengula, Neils Brock University I am extremly thankful to him for enlightening me the first glance of thesis studies Additionally, I am exceptionally indebted Foregin Trade University’s Student Administration Office for his or her helping and imparting necessary facts concerning this research.
Finally, my thank for you and appreciation also supply for my own family and buddies in class FNB7 for their worthy guide during the observe manner as properly as at some stage in commencemenrt thesis.