FPS-ABP-matrimony_4th_pitch

This is no elevator pitch

Looking back

#1. Thik Khnuje Pabe is the Big Idea.

#2. We need specific and targeted Media planning.

#3. Offline and Online plans should be in sync with the creative renditions.

In the next couple of slides,

Logo Options Logo Guidelines

Route: Thik Khunje Pabe

Central Thought Defining the phases

Pre-launch renditions Pre-launch strategy

Launch renditions

Launch strategy

Post-launch renditions Post-launch strategy

Logo options

Store: Interior

Store: Exterior

Store: Look 2 – Waiting Area

Store: Interior

Store: Exterior

Big Idea: Thik Khunje Pabe

Someone Right, Right Here!

Central Thought

Marriage, removing all the elements, is a journey of two individuals.

The world is full of imperfections. Finding the right partner is thus of elemental importance.

Our route and all of its renditions will talk about how the right match will lead to a right partnership and ultimately a right marriage.

Phase 1: Route Map

Pre-launch: We will follow a functional approach during the build-up phase. The communication will talk about the marriage between functionality and human emotions through

our platform.

Since the pre-launch phase is all about building up the expectation, the communication is all about teasing the audience, creating engaging hook points so that an expectation builds up around the

platform.

Marketing: Planning the vehicles

Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Landing page(s) Online PR: Stories in relevant online sites – scoopwhoop, storypick, Buzzfeed India, scroll.in, Saavn etc.

Offline: Plex-onscreen ad / Stories in ABP / TT / Supplements / Magazines

Remarketing to play a key-role during this phase.

The ad starts with a mentality mapping of the probable groom

The slide moves to the probable bride and maps her mentality

The 3rd slide showcases both of them as a couple with the couple mapping clearly mentioning the compatibility quotient

The 4th slide mentions how and why this is a different platform

The logo comes into play

A clear Call-To-Action invites the audience to give it a try

YouTube pre-roll ad

Facebook ad: Reference

The e-mailers will talk about 7 different stories of how individuals will come close to each other through this platform.

Landing page: Ver 1 This will reach out to people who have been targeted through the

ads and have not yet signed up

Landing page: Ver 2 This will reach out to people who have already signed up and are

now keen to explore the rest of the platform.

Landing page: Ver 3 People clicking on the YouTube pre-roll ads will be landed here !

Online PR

Plex: on-screen ad

ABP: Offline + Online PR

Sourcing the crowd: Methods

1. Get the existing Patro-Patri database in to action. 2. Pre-launch ads on the social and digital platform with special offers.

3. Retargeting 4. Video marketing – disseminating product features

5. Guest blogs / articles 6. Host Guest blogs

7. Industry expert interview 8. Create online communities

9. Conferences / Webinars 10. PPC ads, DN ads, Social ads

11. DMs 12. App store marketing

13. Referral marketing 14. Case studies (probably at a later stage) 15. Press releases / Offline PR / Online PR

16. Gmail adwords 17. Cold calling

18. Q&A sites 19. Sponsored contents

20. Offers / deals / packages

End of Phase 1

The phase 1 will be of 45 days till the date of the launch.

The phase will have ads on all the relevant offline and online platforms inviting the audience to check out the new-age matrimony platform from the house of ABP.

The objective is to gain a quick takeoff towards the launch by successfully building up a strong curiosity around

the brand.

Phase 2: Route Map

Launch: This is where we talk about the emotional quotient involved around arranged marriages. Since it is an arranged marriage where compatibility would be of utmost importance, our route would harp

on the fact that you would definitely meet your better half, in the best way possible.

Marketing: Planning the vehicles

Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Landing page(s) of the platform

Online PR: Stories in relevant online sites – We will add Saavn, Freecharge etc. to this list

Offline: Print / Outdoor / Innovations / Store Stories in ABP / TT / Supplements / Magazines

Remarketing still to play a prominent role.

Outdoor

Metro-station

Café / food joint branding

Mall branding

Mall Lift branding

E-Commerce branding

Bookstore branding

Mobile / WiFi innovation

Mobile / Wi-Fi innovation

Restaurant tie-ups

Marriage venue branding

Salon

Dongle branding

Boarding pass branding

Luggage tag branding

Online innovation(s)

An assumed timeline:

End of Phase 2

Phase 2 will be the crucial-most phase with the brand getting launched across multiple channels.

The main objective is to connect with the audience, make the brand known across the TG and interact with them.

The various media vehicles, innovations and storytelling intends to strike a chord with the TG during this phase.

We are looking at a 3-months phase before looking at the results.

Phase 3: Route Map

Post-Launch: Now that the platform has been launched, the approach would be more practical, pragmatic approach.

The communication would state the fact about how this platform would state success stories, real-life

cases and further encourage the rest to come aboard.

Marketing: Planning the vehicles

Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Platform Online PR: blogs to start / Relevant online sites to stay

Offline: Print

Stories in ABP / TT / Supplements / Magazines

Remarketing still to play a major role here.

End of Phase 3

Phase 3 is a 6-months’ phase where we measure and analyze the audience behaviour on the platform, design campaigns accordingly and talk to the TG regarding success stories that happened through this platform.

Key takeaways:

A platform-driven product always demands an approach which is a mix of tangible and intangible elements.

Our approach has thus been a judicious mix of both, marrying the functionality or features of a product with the human emotions around a marriage.

The marketing strategy too, revolves around the footprints of the probable TG so that we do not miss out on any

conversation.