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One Business Avenue One Address for Business Development

CASE STUDY The story of an online campaign

Case Study - Become a Wireless Reseller – The story of an online campaign


CONTENTS OF THIS PRESENTATION             

One Business Avenue One Address for Business Development

About Us About Alfa Network Campaign Goals Campaign Strategy Main Messages Marketing Kit Database Sources Site Statistics Email Marketing Creating a Landing Page Video introduction AdWords: Keywords, ads, statistics AdWords: Remarketing

Case Study - Become a Wireless Reseller – The story of an online campaign


ABOUT US

One Business Avenue One Address for Business Development

A consulting firm dealing with business development in emerging markets

Target Vendors

Main Services

Focus Regions

 Telecom  Software  Internet

 Channel recruiting  Sales & marketing outsourcing  Lead generation marketing

Asia-Pacific Africa Latin America Russian federations

“We can help you penetrate the most promising international markets quickly and at the lowest possible cost”

Case Study - Become a Wireless Reseller – The story of an online campaign


ABOUT ALFA NETWORK

One Business Avenue One Address for Business Development

 A Taiwanese-based private company with a wide customer base around the world  A manufacturer of a high-power quality end-to-end WiFi portfolio  PTP/PTMP wireless backhaul and access, indoor routers and accessories, antennas and more

Case Study - Become a Wireless Reseller – The story of an online campaign


Campaign Goals    

One Business Avenue One Address for Business Development

Recruit new wireless resellers Increase sales volume Increase awareness of the brand Target region – Africa

Case Study - Become a Wireless Reseller – The story of an online campaign


Campaign Strategy

One Business Avenue One Address for Business Development

 Focus on price performance vs. main competitor and market leader Ubiquiti Networks  Create a marketing kit for potential resellers  Develop a database of potential resellers  Direct email campaign to competitors’ resellers  Landing page with a focus on prices and field test results vs. Ubiquiti  Google AdWords campaign  Google AdWords re-marketing campaign

Case Study - Become a Wireless Reseller – The story of an online campaign


Main Message - Price/Performance

One Business Avenue One Address for Business Development

 Focus on price performance vs. main competitor and market leader Ubiquiti Networks  Test results of PTP/PTMP field results by Alfa partners are the main USP of the campaign  Web exposure of the prices of Alfa most popular products  Sample prices are a teaser to spur a request for the full price list

Sample Pricing

Field Test Performance

Case Study - Become a Wireless Reseller – The story of an online campaign


Marketing kit

One Business Avenue One Address for Business Development

 Data sheets and specs can be viewed on the Alfa Network website  We’ve created a closed landing page that includes promotional information on Alfa’s product line in few PDF files  We’re trying to provide an answer to each potential question within the kit’s content

Product Catalogue

Starter Kit for Resellers

Wireless Applications

Frequently Asked Questions

Case Study - Become a Wireless Reseller – The story of an online campaign

Price List Commercial Guide


Database sources - Facebook

One Business Avenue One Address for Business Development

 Traffic and potential resellers arrives from our Facebook page  A biweekly status submitted

Case Study - Become a Wireless Reseller – The story of an online campaign


Database sources - Website     

One Business Avenue One Address for Business Development

Subscribers to One Business Avenue’s newsletter One Business Avenue Facebook fans Organic traffic (SEO) to One Business Avenue’s website Relevant contacts from previous campaigns Google AdWords leads

Case Study - Become a Wireless Reseller – The story of an online campaign


Database sources / Competitors

One Business Avenue One Address for Business Development

Information on competitors’ channels are freely available on the Web

Case Study - Become a Wireless Reseller – The story of an online campaign


Data Base sources / Site Statistics

One Business Avenue One Address for Business Development

34,673 page views during 2012 – Our main source * One Business Avenue was established on January 1, 2012!

Case Study - Become a Wireless Reseller – The story of an online campaign


Direct eMail Marketing

One Business Avenue One Address for Business Development

 A weekly direct and simple email to potential African distributors and resellers  Topics are planned in advanced and aim to draw growing attention from the contact list

Introduction

Most popular products – one per email

Special promotions (offering a 20% discount)

Introduce new sections, such as Frequently Asked Questions

Case Study - Become a Wireless Reseller – The story of an online campaign

Success stories


Direct eMail Marketing / Sample

One Business Avenue One Address for Business Development

 All emails are simple, with no pictures, just 1-2 links to a web page/PDF  Messages look like individual emails and not like a newsletter or mass mailing  Each has a short and catchy title  There’s always an option to unsubscribe  As personalized as possible

Case Study - Become a Wireless Reseller – The story of an online campaign


Landing page / Visual

One Business Avenue One Address for Business Development

 Visual and title: Become a Wireless Reseller  The chosen visual will accompany the campaign through all it stages  We’ve chosen a visual that provides the feeling of freedom, technology, and the great outdoors

Case Study - Become a Wireless Reseller – The story of an online campaign


Landing page / Video

One Business Avenue One Address for Business Development

 We’ve made a 1-minute video promoting Alfa Network’s USP and offering a personal invitation for cooperation. The video was made in our own office.

Behind the camera…

YouTube capture

Case Study - Become a Wireless Reseller – The story of an online campaign


Landing page / Contact us

One Business Avenue One Address for Business Development

 A clear “contact us” box asking for all the relevant data and an automatic “thank you” to the visitor for filling out the form

The “contact us” form

The “thank you” page

Case Study - Become a Wireless Reseller – The story of an online campaign


AdWords - Keyword Research

One Business Avenue One Address for Business Development

 A major factor for success is early research  Search for keywords on customers’ and competitors’ websites  Fine-tune non-convertible keywords

Case Study - Become a Wireless Reseller – The story of an online campaign


AdWords - Ads

One Business Avenue One Address for Business Development

 We’ve created over 50 ads  To try to avoid local requests we have mostly used titles such as “reseller” “Become a reseller,” etc.  Ad performance is monitored daily

Case Study - Become a Wireless Reseller – The story of an online campaign


AdWords - Re-marketing

One Business Avenue One Address for Business Development

 Every visitor from AdWords or other traffic sources leaves his signature with us for 540 days.  We will follow his browsing, and present follow-up ads at Web pages he visits, asking him to revisit our landing page  We have created ads in different sizes, for Google to insert in the right places.  We are change the messages every 60 days

Case Study - Become a Wireless Reseller – The story of an online campaign


AdWords - Re-marketing

One Business Avenue One Address for Business Development

A sample ad appears when the visitor goes to YouTube, for instance

Case Study - Become a Wireless Reseller – The story of an online campaign


AdWords - Summary

One Business Avenue One Address for Business Development

 Twenty countries were targeted with a few different campaigns

 Our total cost is $55 per day, slightly over $1,500 a month  In two months’ time we have achieved 2,380 clicks/visitors  The ads were exposed 141,218 times. Great branding!  We have received 267 leads  On average, one out of every 10 visitors has sent us an email  Average cost per click is $0.45  Average cost per lead is about $8.5

Case Study - Become a Wireless Reseller – The story of an online campaign


AdWords - Summary

One Business Avenue One Address for Business Development

Case Study - Become a Wireless Reseller – The story of an online campaign


We would be happy to manage your next online campaign. Be in touch!

Thank you OneBusinessAvenue.com

Case Study - Become A Wireless Reseller – The Story of an online campaign

Case Study - The story of an online campaign  

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