brain gang marketing full
TRANSCRIPT
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Brain Gang Marketing Firm 2019 West Admiral Stillwater, Oklahoma (405) 642-‐7750 [email protected]
TVA 360 Tours Marketing Plan
I. Executive Summary a. Brain Gang marketing firm took an in depth look at TVA 360 in order to get a
better feel about what the company was all about, what they stood for and how my company could help them. TVA 360 is committed to creating the best virtual
tour of any other competitors. They base their company to be the best that is
possible in the virtual tour community. TVA’s goals include expanding to larger markets, such as new cities, and even insurance agencies. They also plan on getting bonded and insured.
i. Goal 1 will be accomplished by using these objectives: 1. We will spend our efforts using the knowledge that we know
from starting the company in Tulsa, to expand out to the other cities in Oklahoma. We would keep the stitching in a home office based in Tulsa and the photographers hired in other areas will take the photos and send them to Tulsa.
2. We would like to expand to insurance companies by using the best means of gaining customers in which we found out from our first target market of Tulsa.
ii. Goal 2 will be accomplished by using these objectives: 1. We will apply to get bonded and insured from each of our
workers. This will allow us to be covered and safe in each and every house that we work at.
TVA 360 is a company that will be very successful if the steps they take are in the right direction. They need to move quickly into marketing their product the
brokerages. Once they break into the industry they will be able to grow further as well as become more profitable. The establishment of this marketing strategy plan will help this company move forward in the long run. In this business plan covers the situational analysis, SWOT analysis, goals and objectives, marketing strategy, marketing
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implementations, evaluation and control of TVA 360. Also included in this business plan are promotions and ideas that I believe will benefit the company immensely. Brain Gang Marketing Firm full supports TVA 360 and we believe the
work that we can do together will make TVA 360 more profitable in the future. II. Situation Analysis
a. The Internal Environment i. Goals and Objectives
1. The current goals for TVA 360 are to market the tours to realtors and brokerage firms in the Tulsa, Oklahoma area. We would like
to get our name out in the reality industry. Our focus would be the main brokerage firms in the Tulsa area such as Caldwell Banker and Remax Preferred.
a. The first brokers will come from existing contacts that have experience with real estate industry. These brokers will provide real estate in the Tulsa, OK area. We will market our services to these brokers with a free trial of three homes photographed and delivered free-‐of-‐charge in order to gain credibility within the market and to these clients.
b. Once we establish credibility with the brokers, other brokers will be able to see our work on the websites of the brokers. They will also be able to see our website which we will market via flyers, emails, phone calls, in-‐house meetings and face-‐to-‐face marketing. Once we can get our customers to view one of our tours compared to other tours that are available, we are positive that our product will be chosen over our competitors.
2. TVA 360 would also like to set up a full functioning website that we can post the tours. We also want to be able to post the tours on social networks, which will allow more people to see our work without any cost.
a. We will be working with a website engineer in order to create exactly what we want.
3. Our next goal for TVA 360 will be the ability to upload our tours to the MLS listings that go out to each relator. We will be able to
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upload our tours automatically each day to our website. This will allow our homes to be seen by all relators in the Tulsa area. They will be able to see each house that we photograph, and this will allow us to sell houses for the relator quicker than most other firms.
a. The MLS Syndication functionality is a matter of acquiring a user name and password for each agent’s MLS database. We will then set up a MLS client server, which will upload the videos automatically. We can input the listings to the MLS client server manually until we have the full functioning website.
b. The main difficulty is ensuring compatibility with each respective agent’s in the MLS system. We will need to make sure we keep up on our updates in order for our virtual tours to keep from being broken because of updates to JavaScript and iOS systems.
4. Our final goal would be to be a full functioning photography company for a brokerage firm. This is our main goal and the other
goals we have set in place will help us reach this goal. If we can successfully book relators, set up our website and gain access to the MLS listing service our company will be fully functioning.
ii. Current Market Strategy and Performance. 1. TVA 360 is a brand new company. They have not launched yet, so,
they do not have a current marketing strategy to talk about. This is tough on me while writing a plan because I do not know what elements of a strategy work and which ones we need to change.
2. The firm’s current performance is another area that is not applicable due to being a startup company. The main competitor
in our area is OBEO. They own a wide majority of the markets in
the United States. They are very successful with a product that is a lesser quality than ours. We want to be comparable to OBEO to be profitable, as well as providing a great product and great service.
iii. Current and Anticipated Cultural and Structural Issues
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1. TVA 360’s overall customer orientation will be handled by contact with the broker, which is a major advantage. They tell us which houses to photograph and we go and shoot pictures of it. Our customers are picked for us; we don’t have to deal with each individual customer.
2. Our emphasis on short-‐term planning, instead of long-‐term, has to do with the stage on which we are. Starting off, we have a lot of planning for the short-‐term, but this is what we need to get our company up and running. Once we get through a few stages in our overall business plan, we will be able to rotate our planning to focus more long term.
3. TVA 360 has an extensive willingness to embrace change. Being a technology based company; we have to be willing to change with the times. We will have to keep up with current technology in
order to have our virtual tours a head of the game. b. Customer Environment
i. Current and Potential Customers 1. The firm’s customers will be the brokers and real estate agents in
the Tulsa, Oklahoma area. Our main focus is to be contracted from a broker, which will allow us to be supplied houses to photograph from the broker. We will get paid depending on the
package that they choose. Our customers will be both the
brokers and the owners of the house. The good part is that we don’t have to be connected to the owners of the house since we are contracted by the broker.
2. Our potential customers will be those that are selling houses in the Tulsa area who register with a broker or agent with whom we have contracts. Our potential customers will have the ability to
use our services without ever having to contact us. More potential customers will be other brokerage firms in the area that see our work and want us to contract for them.
3. The important players in the purchase process for TVA 360 include the brokerage firm and the owners of the house. The brokerage firms are the purchasers, actually paying for our services. They are also the purchase influences— they influence
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the decision and make recommendations to further enhance our product. The brokerage firm pays us for the product, so they bear
the financial responsibility. The owners of the house are the users as well as the brokerage firm. Both the firm and the owners
use to the TVA 360 virtual tour to sell the house. ii. What, Where, When and Why Do Customers Purchase Our Product
1. Our customers purchase our products to sell their house. Our virtual tour enhances the owner’s house with the ability to get it on and off the market as quickly as possible. This benefits the customer because it gives potential buyers a legit view of the entire house while sitting in their living room. Our product is uploaded onto our website, the brokers website and the MLS list serve data base. Potential buyers will be able to visit the websites and check out the house.
2. Customers will purchase our services through the brokerage firm. The brokerage firm will contract us to go to the house and take the pictures for their customers.
3. Our customers will purchase our tour when a house goes up for sale. The sales of our product won’t vary for different promotional events because there is no promotion for selling houses. Houses will always be for sale. People are always moving, switching houses, and relocating. That being said, the season for selling houses varies dramatically during the summer and winter months. We will have to make a majority of our profit during the summer months when the housing market is at its highest point.
4. Our customers purchase our product if they want to get a house off the market quick. They chose our product because it is the best available 360 degree virtual tour of a house. Our product fulfills the needs of the customer at a higher percentage than other competitors in the area. Our product gives an inside look at the house being sold while people are sitting in their living room on a computer, iPad, or any android ran system. Our product is also effective when the relator is taking around a client, they can
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actually view the house before driving several miles to check them out.
c. External Environment i. Competition
1. TVA 360’s major competitor is OBEO. They are a firm that creates
a similar type tour. They create a type of tour that shows the houses, but they are different from ours in that they are not a 360 degree panorama view of the rooms. They are a very large company that is located throughout the United States. They are a very profitable company with a large amount of clients. They have the same target market as we do, which is the owners of the houses for sale in different areas. They have a major strength over us, which is that they have been in the business for a lot longer then we have. They have a large company and a lot of resources to rely on, but OBEO’s tour is not close to the quality of TVA 360’s virtual tour.
ii. Economic Growth 1. The economy has been down in the past few years, in Oklahoma
though, the economy hasn’t hit as hard. The houses in Oklahoma
have still been able to be bought and sold. The housing market
has not taken that big of a hit, this is a positive thing for TVA 360. The economy doesn’t affect our raw materials. Supply and demand should stay where they are, and the industry growth will continue to improve in the Tulsa area. The economy does not
affect our business in a wide variety of ways. Our business should stay stable throughout the year.
iii. Technological Advances 1.
III. SWOT Analysis a. Strengths
i. Strength 1: TVA 360 has a high quality, high functioning, and technological savvy product. The quality of our product is higher than any other on the market.
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ii. Strength 2: TVA 360 tours can be viewed on a computer, iPad, iOS or any android operating system. This functionality is a key strength of TVA’s product.
iii. Strength 3: TVA 360 can provide incredible service to the customer. TVA 360 treats every customer like it is its only client.
iv. Strength 4: TVA 360 has incredible turnaround time. The house can be photographed in 4 hours, stitched together in another hour, and then posted to the website in the same day.
b. Weakness i. Weakness 1: TVA 360 is a young company; they do not have a lot of
experience. The lack of experience is a major weakness because they do not know what to expect from each upcoming speed bump that gets in their way.
ii. Weakness 2: TVA 360 has a lack of credibility being a brand new company; their reputation isn’t very high among the real estate community.
iii. Weakness 3: TVA 360 is a small company, so this will make it tough to compete with competitors.
iv. Weakness 4: TVA 360 has a lot of startup costs that need to be covered before they can be profitable.
c. Opportunities i. Opportunity 1: There is an expanding market for houses being sold in the
Tulsa area. It is one of the fastest growing areas in the state of Oklahoma. The expanding market means new homes— new families and
people moving into the area. ii. Opportunity 2: There are not very many competitors in the area, so it
would be easy to break into the industry once TVA gets started. iii. Opportunity 3: The ability to expand to the surrounding cities and other
states, gaining more clients. iv. Opportunity 4: TVA 360 will have the opportunity to expand to different
markets such as commercial real estates, tours for remodeled buildings and tours for historical land marks.
d. Threats i. Threat 1: OBEO is TVA 360’s biggest threat, being a big company that has
a head start on the market we are tapping into.
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ii. Threat 2: Economic down fall, when the economy is bad, houses won’t sell as often.
iii. Threat 3: TVA 360 will be threatened by people who will try to copy their tours.
iv. Threat 4: Brokers that are old school and are not caught up with technology might not understand the significance of what this tour can bring to them.
e. The SWOT Matrix
f. Strategy Canvas
Strength • High-‐Class Product • Technological Advanced • Service • Turnaround Time
Opportuniees • Expanding Market • Low Compeetors • Expandability • New Markets
Weakness • Lack Of Experiance • Lack of Credablity • Small Company • Start Up Cost
Threats • OBEO • Economic Downfall • Compeetors Copying • Technological Challenged
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1
2
3
4
5
Price Quality Time Experience
TVA 360
OBEO
Other
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g. Quantitative Assessment (strategy canvas)
Strengths M I R Opportunity M I R
High Class Product 3 3 9 Expanding Market 2 3 6
Technology 3 3 9 Low # of Competitors 3 3 9
Service 2 2 4 Expandability 2 2 4
Turn Around Time 2 2 4 New Markets 2 2 4
Weaknesses Threats
Lack of Experience -‐3 -‐3 -‐9 OBEO -‐3 -‐3 -‐9
Lack of Credibility -‐3 -‐3 -‐9 Economic Downfall -‐3 -‐3 -‐9
Small Company -‐2 -‐2 -‐4 Copying Competitors -‐2 -‐2 -‐4
Start Up Cost -‐1 -‐1 -‐1 Technologically Challenged
-‐2 -‐2 -‐4
h. Developing Competitive Advantages
i. Higher quality product 1. Our product is a better 360° tour. It is not a slide show that puts
pictures together; it is actually a 360° panoramic of the room. 2. Our software, design and ways of photographing are unknown to
the rest of the industry, and are patent pending so it will be illegal to duplicate.
ii. Technologically advanced 1. Our tours can be seen on a wide variety of electronics. It is
compatible with iOS systems or any android OS. 2. Customers will always be able to see the tours of the houses on
any mobile device they have.
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iii. Turnaround time 1. We can get the product back to the customer on
the same day that we photograph the house. a. We will always be quick and effective for the
customer no matter what steps we have to take to make this happen.
IV. Marketing Goals and Objectives a. Marketing Goal A: Break into the insurance industry
i. We want to break into the insurance industry. If we can expand our business to incorporate videoing houses for insurance purposes it has potential to make us a lot of money. If we can video a house, stich them together and burn it to a CD they would have every valuable item in their house. This will be used in case of a fire, tornado, burglary or any other potential hazards event that might take place.
ii. We would market our product to insurance companies such as State Farm, Farmers, Geico, Progressive, Liberty Mutual and All State. If we could book a few insurance agencies then we would have a huge market to work for. Since everyone has insurance it would give us customers just
like a brokerage firm would. We want start working toward this market
in year 2. b. Marketing Goal B: Expand to other cities in Oklahoma
i. We would like to make enough money to have photographers in other cities throughout Oklahoma. This would be easier to accomplish because
we will still have everything set up in Tulsa. The photographers would photograph the house, up load it to their computer and file share it with the sticher back in Tulsa.
ii. We would know how to market our product to the brokerages in different cities because we have went through the trial and error capturing the market in Tulsa. We will like to expand to other cities by
year two. This will help us expand out of state in the coming years. c. Marketing Goal C: Get bonded and insured
i. In order to be protected since we will be in houses, we need to get bonded. This will protect us from blaming us for things that they lose. This will be something that we need to get done early on starting out. We plan on getting this done before we get the company launched.
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ii. Company insurance will be another area that we will obtain before launching our company. We need a good insurance policy because
people will be traveling to different homes to photograph. We will also need insurance on all of our equipment because it is expensive equipment.
V. Marketing Strategy a. Primary and Secondary Target Market
i. Primary Target Market 1. Our primary target market will be the brokerage firms in the
Tulsa, Oklahoma area. We would like tap into the more expensive nicer houses, the houses we would like to photograph are of the price range over 180,000. The areas that we want to use are the surrounding cities of Tulsa, such as Broken Arrow, Jenks, and Sand Springs as well as Tulsa itself. The needs of the consumer will be
using our product to sell their house in a quicker fashion. Our customers want to sell their house and get it off the market. The only requirements for using our product are to have a house up for sale.
ii. Secondary Target Market 1. Our secondary target market will be marketing our services to
insurance agencies. This is our secondary market because we want to set up our business with the brokerages before we expand to the insurance area. We would stay in the Tulsa area as
our testing target market. They would use our product to make sure their valuables are on tape in case of something happening to it.
b. Product Strategy i. Brand Name
1. TVA 360 Virtual Tours by Van Arsdale Photography ii. Logo
TVA 360º Tours
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iii. Positioning 1. Our philosophy “Progressive Quality” means TVA 360 is never
content with its position in the marketplace and is always progressing forward with the ever-‐changing trends in technology of society as well as with the real estate industry. If product or service doesn’t enhance our quality or progress us forward then it’s not for our company.
2. TVA 360° Tours is positioned in the marketplace in a middle price class in the real estate industry using leading edge technology to provide the best possible product/service mix.
3. Our product is differentiated from our competitors by providing a superior virtual tour product at a comparable price for realtors. We also are establishing more attractive features such as a Facebook “share” button on our web page to increase property and realtor exposure.
4. Our unique selling proposition is addressing the needs of real estate agents by taking advantage of current trends in technology and mobile communication to provide convenient and practical ways for individuals to view homes and properties without physically being there.
5. This is partly achieved by the use of technology making our tours capable of running on iPads and other tablet devices.
6. Our product will initially be introduced in the Greater Tulsa Area in order to achieve name recognition and credibility as well as proper functionality of operations. Once we become stable in the Tulsa area market we will look to immediately expand into the Oklahoma City area market followed by higher annual income areas with high populations, such as North Dallas, Collin County, Northwest Arkansas and surrounding suburbs of Austin Texas.
7. Our overall marketing efforts will be made through word of mouth in the Realtor industry. This will be accomplished through trade shows such as Home & Garden shows at the Tulsa Expo Center, becoming an active member of Greater Tulsa Association of Realtors (GTAR), Announcing achieved goals, future goals, and future products or features to be developed to increase real estate exposure and sales.
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iv. Pricing Strategy 1. Our prices will enable our product/service mix to be accepted
because we are providing a higher quality product with better features than competitors at the same to lower price than our primary competitor Obeo.
2. Our pricing strategy is to be competitive with the competition and maintain a leading advantage over them. We are offering a better product to our customers at a price that is comparable with our competition for our customers.
3. We are able to provide a lower price than competitors by lower personnel costs and lower margins. We feel by providing lower costs and receiving lower margins than that of the competitor we will be able to generate more volume and grasp higher market share than that of the competitor.
4. Our pricing structure is broken into 5 packages. These packages were derived from the investment realtors would make on their listings, which varied due to the list price of the home or property.
Bronze Silver Gold Platinum Stills Only
4 panoramas 6 panoramas 10 panoramas 14 panoramas N/A
20 stills 30 stills 40 stills 50 stills 15 stills
$129 $159 $189 $239 $99
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c. Distribution and Supply Chain
TVA 360º Tours
Stage in Process Plan of Action
Prospecting
l Referrals from Brokers using our products to find qualified leads
l Print Advertising and personal networking at GTAR (Greater Tulsa Association of Realtors)
l Web media and examples from our website and listings on real estate photography websites
Initial Contact / Sales Presentation
l Meeting and product presentation with qualified leads l Packages detailed in full
Close The Sale
l Agreement for access to MLS Database l Offer free trial period l Request list of currently used photographers to help with
certification process
Build The Relationship l Attend GTAR meetings l Offer discounts for high-‐volume of business
d. Promotional Strategy 1. Our initial approach to get our product/service mix into the
market will be selecting a few top realtors in the Tulsa area to give them free trail use of our product and service to raise awareness of all the features we offer and to generate buzz about our company.
2. We will primarily advertise through word of mouth by creating buzz about the company. One way will be through our Facebook “share” feature on our website which will get our name out across social media networks.
3. Realtors are a tight knit group of people whom are reached through conversation amongst realtors about what new thing they are doing. We plan to penetrate this tight knit group by joining GTAR and issuing announcements about the company and
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print ads at monthly meetings, as well as participate in and sponsor events hosted by GTAR.
4. Through our website’s Facebook “share” feature which is used by a vast majority of people. We will be generating free publicity for
our company by being posted on numerous Facebook pages. We will generate publicity for us, but also for the real estate agent and their listed property.
5. We will also set up a twitter and a Blog in which we will post the videos that will also be able to share the videos. On the blog I will be setting up a different type of blog in which I want to post other home furnishing ideas for the homes. This will give us a following on the blog so when people go to sell a house they will remember the blog and want to use our product.
6. Even though it is hard to offer warranties on an intangible products, we will offer guarantee of service through time efficiency windows. We will guarantee that your listing will be
generated and posted within 48 hours of the photo shoot. If any tours are down, links broken, or any other functionality of the service is inoperable we will guarantee it to be up and running within 48 hours of the customer notifying the proper individual as stated in the purchase agreement.
VI. Marketing Implementation a. Structural Issues
i. Top Realtors 1. We will pitch our company to realtors in the Tulsa area. We will
do this by creating flyers for the company (located at the end of the paragraph) and posting them around the Tulsa area. We also with join the GTR group in which is a meeting held monthly that brokerage firms and real estate agents attend. We will send out our flyers, make announcements and have other print ads that are sent out in mailers. We will also be going around to open
houses talking to realtors and giving out elevator pitch. We will also send out emails and cold call agencies and try to set up face to face presentation in which we can show what our products are all about.
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ii. Social Media 1. We will set up our website through paying a website technician.
This will start off our social media marketing once we are able to get out website up and running. We will create a TVA 360 Facebook page in which clients will be able to visit to view, share and talk about the houses that we have as well as run other promotions on it (example below). We will have a twitter that we can run ads and promotions as well as the tours will be posted, our twitter user-‐name will be @TVA360. We will set up a TVA 360 blog as well that will have a variety of information as well as tours. These social medias will give us a large amount free
marketing.
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Specific Tactical Activities Person Responsible Required Budget Completion Date
Product Activities • Meet With Brokerages • Social Media • Contract Guarantee
• Tyler Van Arsdale • Brett Henderson • Tyler Van Arsdale
• $500 (Flyers & Gas) • Free • Free
• 7/31/2011 • 5/31/2011 • 5/31/2011
Supply Chain Activities • Prospecting • Initial Contact • Close the Sale • Build the Relationship
• Tyler Van Arsdale • Tyler Van Arsdale • Tyler Van Arsdale • Tyler Van Arsdale
• $500 • $300 • $200 • $400
• Ongoing • Ongoing • Ongoing • Ongoing
IMC Activities • Public Relations • Sales Promotion • Advertising
• Brett Henderson • Brett Henderson • Brett Henderson
• Free • $1000 (promotions) • $1000 (Flyers & Print)
• Ongoing • Ongoing • Ongoing
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iii. Guarantee of Service 1. We will write up a contract that will be signed by the customer
that guarantee’s our customer that if the guide lines that we agree on then they will fully take care of it. Within the 48 hour
allotted time all problems with the link will be taken care of. VII. Evaluation And Control
a. Process Controls i. All employees should be completely knowledgeable of the upcoming
promotions and where to find more details on them in order to provide them to our customers.
ii. Employee incentives to draw in more customers through promotional enticements and potential customers that they obtain
b. Output Controls i. Website hits on our social media sites ii. Contacting us from the flyers iii. How many people took advantage of the promotions iv. How many people were interested in our company v. Use of the “Share Button” on Facebook vi. Number of members on our social media outlets
c. These controls should be check up every 3 months to make sure each of them is being taken care of.
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May 2011 June 2011 July 2011 Aug 2011
Top Realtors
Create the flyers and t-shirts plus
the elevator pitch and presentation
Start meeting with
brokerage firms
Continue meeting
with brokerage
firms while adding on
agents
Have a list serve of
clients lined up and ready
to photograph
Social Media Outlets
Have the website completely finished and
ready to operate
Create the Facebook
page, twitter and blog
Get set up with the MLS list
serve data base
Have everything connected
together and ready for when we launch
Bonded and Guarantees
Get bonded to protect ourselves from being inside
of houses
Have full coverage insurance
Create the contracts as well as the guarantees
Make sure every legal
aspect is ready for launch