divine campaign large accounts 2016 lvh

Divine large accounts campaign

LARGE ACCOUNTS CAMPAIGNDivine Campaign April 2016

lvh10042016 upd 19/04/2016

Divine large accounts campaign

To contribute 600,000 THB

over a 6 month period

( July -> December )

to the Divine Gross Turnover

LARGE ACCOUNTS CAMPAIGNDivine Campaign April 2016

lvh10042016

• Objective(s)

• Campaign structure

• Campaign info

• Prospect demographics

• Target audience selection assistant

• To have in place ( before – during – after )

• Project timeline

• Prospects listings

• Results evaluation

• Conclusion

Divine large accounts campaign

• Campaign Objective(s):

– To contribute 600,000 THB in turnover ( July -> December ) to the Divine Gross Turnover

– To achieve at least 6 planned prospect meetings with large accounts

(potential of 100,000/mth min.) between April 20 and May 20.

– To enroll at least 14 decision makers @ large accounts for the “Divine Inner Net” membership program

– To achieve at least 20 downloads of either

• E-book (lead generation machine)

• Passport (all you need to know…)

• DIN-ISO (membership program )

• ROI calculator (benchmark)

– To create visibility and awareness with 55++ specific prospects

Preparation

Data Gathering &Campaign Preparation

Passport

E-Book

Circle

Let Go?

Teaser Traditional Mail (envelope)

Action?yes no

Teaser E-mail

Action?yes

no

Action?

noyes

ROI CalC

Consulting Session

And tell me More!

Scenario 1

Thank you Page

Preparation

Data Gathering &Campaign Preparation

Passport

E-Book

Circle

Let Go?

Teaser Traditional Mail (envelope)

Action?yes no

Teaser E-mail

Action?yes

no

Action?

noyes

ROI CalC

Consulting Consulting Session

And tell me More!

Scenario 2: via industry specific blog page

Landing Page = Industry specific blog page

Mailing 1: brochure

Mailing 1: cards and call to action

Mailing 2: reminder + cards and call to action

https://app.hubspot.com/content/2096356/template-builder/templates/4231960445

Landing pages:

Business RewardPersonal Reward

E-BookE-Book

Passport

ROI CalC

• ROI calculator - concept

Step 1

Explain concept:1- analyze your budget allocation2- benchmark with your industry

3- get feedback (option)

Enter your budget allocation data:

1- the more details you provide,

the better the analysis

Enter your measured (or estimated) return

per channel:1- the more details you provide,

the better the analysis

Enter parameters:1- currency2- monthly or annual

3 - …

Step 2 Step 3 Step 4

Receive benchmark

Optimize

Get expert advice

Circle

CIRCLE =

divine InNet

LARGE ACCOUNTS CAMPAIGNDivine Campaign April 2016

lvh10042016

• Further Campaign info:– An initial sequence of

Postage mail -> Telephone call -> E-mail -> Telephone call -> Meet

– To facilitate follow-up, we will send in 3 batches of 25

• Potential Preparation Bottlenecks:– Passport writing Jack

– E-book writing Luc

– Data gathering All

– DIN-ISO concept Luc

– Others ?

• Prospect demographics:– Decision makers

– Bangkok

– Estimated annual marketing budget: 1,200,000 THB and up

– International MD/CEO (expat)

– Customer product/services average value > 100,000 THB

• Prospect demographics:– Potential Industries

• International Schools B2C / B2B JACK 15

• Accounting and Auditing B2B LUC 10

• International Movers B2B LUC 10

• Hotel groups B2C / B2B TOM 15

• Hospitals B2C / B2B PAM 10

• Clinics B2C / B2B PAM 15

• Medical Tourism organizations B2C PAM 10

• Real Estate

• Restaurant Groups

• Spa’s and Wellness

• Business Conference Promotors

• Car Industries, Car Rental

• Airlines

• Constructors

• Universities

• Law Firms

• Serviced Offices

• Recruiters

• Language Schools

• …

We Collect:- Most relevant Companies- Turnover- Decision Makers- Address- Phone- E-mail- …

Target audience Criteria

• To have in place before Campaign Launch

Item Due Date Who Check

14 blogposts

Landing page 1

Landing page 2

Hubspot Agency Functionality

Stationary (envelopes, paper) Luc OK

Prospect List (Name, Company, C address, position, source of info )

- Industries select

- Identify companies- Research credentials

- Validate- Research decision taker

- Verify decision taker

Tasks and responsibilities – detailed overview Jack OK

Campaign budget estimate

Postage mail content (booklet?)

Telephone script

E-mail content

• To have in place at start of Campaign Launch

Item Due Date Who Check

• To have in place by end of Campaign Launch

Item Due Date Who Check

Today

Week 1 3 5 7 9 11 13 15

2016

Campaign StartApr 22

Ph-1 Enveloppe MailingApr 24

Ph-1 First follow-up CallApr 27

Ph-1 e-mail Follow-upApr 29

Ph-1 Second follow-up CallApr 30

Campaign Review - AdjustMay 6

Ph-2 Enveloppe MailingMay 8

Ph-2 First follow-up CallMay 10

Ph-2 e-mail Follow-upMay 12

Ph-2 Second follow-up CallMay 14

Campaign Review - AdjustMay 19

Ph-3 Enveloppe MailingMay 22

Ph-3 First follow-up CallMay 26

Ph-3 e-mail Follow-upMay 27

Ph-3 Second follow-up CallMay 31

Results GatheringJul 10

Project and Milestones EvaluationJul 15

Create InfographicJul 18

Preparation

Phase4/10 - 4/22

10 days

Execution Phase 4/22 - 5/31

28 days

Evaluation Phase 6/1 - 6/8

6 days

Prospect Meetings Phase 5/1 - 7/10

50 days

• Campaign Phase 1: 1 to 25

27-03-16 Update

Dates

Phase1 – Nr Company Contact Name Industry Function Mail Tel Envelop sent Called Email 1 Email 2 Result Info

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

• Campaign Phase 2: 26 to 50

27-03-16 Update

Dates

Phase 2 – Nr Company Contact Name Industry Function Mail Tel Envelop sent Called Email 1 Email 2 Result Info

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

• Campaign Phase 3: 51 to 75

27-03-16 Update

Dates

Session 1 – Nr Company Contact Name Industry Function Mail Tel Envelop sent Called Email 1 Email 2 Result Info

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

67

68

69

70

71

72

73

74

75

Let’s get results!