11. Marketing plan 11.1. Project Marketing Plan The promotion plan for SLVs project will consider online promotion methods due to cost saving plan, and greater chance for reaching higher percentage of customers in short period of time. The methods for promotion will include following:
Web banners Mailing lists Link strategies Blogs Search engine optimization
Apart from the online promotion, the project aims to get word of mouth marketing/promotion as being currently a unique of such kind. The advertising period for the project will depend on the performance of the project itself. Currently, the plan is to advertise as frequently as possible for one year. If the project goals/objective for that year are met, then the second part of advertising will be conducted, aimed at general public. However, in case the project objective are not met within the first year, then the marketing plan will be revised, with emphasis on directing all forces to the top of client lists, which are high volume fleet companies. The budget is of course limited, due to high costs of building the platform, and it is somewhat standing around 15000 euros for the first year. The budget will cover all online promotion methods, including web banners, blog writing, SEO, mailing lists, and others.
11.2. Project Key words As the project consist of already existing technology, the plan is not to use too many generic words it IT business today, since it would spoil entire advertising campaign. However, as it would considered for Croatian market, it would encompass both Croatian and English language keywords. The keywords would be as follows:
Komunikacija vozila Tiha vozila Mehaničar I vozila iMehaničar Brzi popravak vozila SLV mehaničar Automatizirani mehaničar Pomoć na cesti Automatiziran pomoć na cesti Iskren mehaničar Mehaničar ne laže Upravljanje flotom vozila E- flota vozila
SpeechLessVehicles Vehicle communication Mechanic to vehicle Automated vehicle service SLVs M2M SLV mechanic Mobile mechanic Fleet management E-fleet Mobile quick fix Non-stop vehicle assistance Quiet vehicles Automated road assistance Honest mechanic
11.3. Google AdWords ad 15