CD IMC / ibmcasestudy

5.1 Mediaplan - B2B media selection

•OCHIDEJ - portfolio of 360 active IT E-SHOPS

•Orchidej is portfolio of 360 individual e-shops targetted to IT products. Those e-shops

are rented to B2B partners selling to end-customers (B2C).

•Calls to 360 partners (e-shop owners ) with script provided by IBM about product and price offer, special offers and discounts.

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5.1 Mediaplan - B2B media selection

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5.1 Mediaplan - B2C media selection

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5.1 Mediaplan - B2C media selection

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5.1 Mediaplan - B2C media selection

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5.1Mediaplan - B2C media selection

•OCHIDEJ - portfolio of 360 active IT E-SHOPS

•Orchidej is portfolio of 360 individual e-shops targetted to IT

products. Those e-shops are rented to B2B partners selling to endcustomers (B2C). Part of e-shops is advertising banner emitted via eD’s System CZ to all active e-shops.

•

•Total monthly impressions (by Google Analytics) aprox. 10-14 000 000 IMPS.

–list of e-shops: http://www.edsystem.cz/internetove-obchody-orchidej

–active e-shop with advertising banner: http://eshop.acopy.cz/main.aspx? cls=struct

•

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6. Campaing execution - timeline

DATE TASKS - ACTIVITIES

10.1.Ogilvy Creative solution prezentation (landing page, banners, e-mail design)

12.1. IBM approval / comments

12.-14.1. Ogilvy redesign - touch-ups

15.1.IBM sign-off creativity and headlines

16.-25.1. Programming and coding (LP, banners, e-mails, feeds)

1.2.Product Launch + landing page testing

6.2.1-st emailing + B2B Image banners emiting / Orchidej B2B calling

12.2.one week campaign evaluation and optimization

13.2.B2C banners emitting

19.2.second week campaign evaluation and optimization

5.3.2-nd e-mailing distribution (firste reminder to end customers)

30.3.3-d e-mailing distribution (second reminder to end customers)

15.4.Campaing postbuy and evaluation including recommendation - lessons learned

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7.Recommendation

•Budget recommendation

-According to the goals given and the high price of specialised media with IT target groups (both B2B and B2C) we would recommend to revise budget alocation in order to create at least 2 weeks of massive communication within MUST HAVE TACTICS.

-We prepared optimal budget recommendation within offered media :NICE TO HAVE expansion.

-Optimal Budget allocation:

•Other media recommendation

If we would be able to alocate an extra budget for NICE TO HAVE media, we would definitelly recommend other IT targeted online and also offline media from the house of IDG publishing, as they offer currently online advertising as a supplement to print magazines.

List of recommended additional websites on following slides:

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7.1. Recommendation - B2B Additional media

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7.1. Recommendation - B2B Additional media

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