DIGITAL MARKETING CAMPAIGN by JANSENE ALEGRE

KompacPlus is a Singapore-based company specialising in the supply and install of innovative surfacing solutions as an

alternative to conventional material surfaces.

Driven by the aim to provide the ultimate customer service possible, KompacPlus strives to deliver the best brand experience with a full-suite of service from on-site measuring to installation,

where to date, KompacPlus has also expanded it business footprints with a growing brand presence in Malaysia.

WHO WE ARE

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OUR PRODUCT

ILLUSTRATION OF THE MATERIAL COMPOSITION

APPLICATIONS | KITCHEN AND VANITY COUNTERTOP | WALL | CUSTOMISED FURNITURE | PRODUCT DESIGNS

IMAGES ARE FOR VISUAL REPRESENTATIONS ONLY AND NOT THE ACTUAL PRODUCT.

Provide an innovative interior panel surfacing solutions

as an alternative to the conventional ones.

WHAT

Through delivering ultimate customer service with a full-suite service

from on-site measuring to installation and by offering a wide range

of collection that caters to different style and needs.

HOW

Because we want to make every space

as interesting and comforting as possible and provide

our clients with game changing design possibilities.

WHY

28 years oldSingleLocated in MalaysiaArts and Design Graduate

Arts and Design EnthusiastHobbyist PhotographerCafe Lover, Family-orientedInstagram and Facebook is her life-line

INTERIOR DESIGNER

ABOUT

NEEDS AND GOALS

Valerie is managing her family’s business in the renovation industry. She has been in the interior design industry for quite some time and has finally gained a good knowledge of available materials in the market, as well as how to match each of them to create the best interior combination to suit different lifestyles and needs.

However, she recently start to wonder if there are any other materials that she can offer her clients. There is only so much one can do with the same materials, and she’s also looking to accept more projects to increase the sales of their business.

CHALLENGES

The growing complaints on the poor workmanship of existing partners and suppliers is worrying.

Having a hard time finding the best new materials to give her designs and renovation projects an edge.

KEY PARTNERS

Interior Design Firms

Architectural Firms

Developers

Product/FurnitureDesigners

Manufacturers of Similar Material

THE BUSINESS MODEL CANVAS

KEY ACTIVITIES

Supply and install of innovative surfacing panelSalesProduction

KEY RESOURCES

Renovation FirmsInterior Design FirmsArchitectural FirmsDevelopersSocial MediaWebsite

VALUEPROPOSITION

Endless design possibilities with innovative interior panels for every space.

CUSTOMERRELATIONSHIPS

TransactionalLong-term

CHANNELSWebsiteFacebookInstagramPinterestEmailsBusiness Cards

CUSTOMERSEGMENT

B2BInterior DesignersProject SpecifiersArchitectsDevelopers

B2CHomeowners

KEY RESOURCES

Material FactoryShipping Cost Equipments/Machines Staff Wages

KEY RESOURCES

Invoicing clients for completed projects

Events and Exhibitions

MARKETING OBJECTIVE

To increase brand awareness in Malaysia market

by having 50 new email subscriptions via the website

between February - March 2020.

Email MarketingGoogle Ads

Increase new website visitorsand sign ups

KPI/MEASUREImpressions/CTR/CPC

Conversion Rate/Quality Score

Increase brand awareness

KPI/MEASUREDelivery Rate/Open Rate/

Click Rate/Bounce Rate/UnsubscribeRate/Spam Rate

Create awareness throughInstagram/Facebook ads

KPI/MEASURECTR/CPC/Engagement/

Reach/Impressions

Facebook and Instagram Paid

JUSTIFICATION

Instagram/Facebook is very relevant forour target audience because interiordesigners are very visual type of peopleand it is a good platform to showcase ourpast project images which witll add valueand credibility to our brand especially fornew markets, Malaysia in specific.

MUST-HAVES

- UTM created for each ad creative- Relevant landing page- High quality content and images- Clear call to action- Pixel- Target Audience- Facebook Ad Manager- Google Analytics

KPI/MEASURE

- CTR/CPC/Engagement/Reach/Impressions

TACTIC ONE

PAID

TARGETAUDIENCEMalaysia

By creating a Facebook campaign with specific characteristics such age, audience, location, behaviour, etc., (interior designers from Malaysia), I’m able to narrow down my target audience, leading to a higher CTR

AUDIENCE:

Interior Designers

24 - 35 years old

Living in Malaysia

UTMCODESMalaysia

A UTM code can be attached to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics determine where searchers came from as well as what which campgain works better.

imageofmoodboardmaterial

Link to thewebsite/

landing page

A/B TEST THE IMAGEONE | LIFESTYLE INTERIOR PHOTO TWO | MATERIAL MOODBOARD PHOTO

ClearCall to Action

High Qualityand

RelevantImages

Clear andconcise caption

Since we are entering a new region, our main objective is to create awareness and to educate people about our products and services.

In this case, we encourage people to sign up, thereafter, we will besending a thank you/ welcome email.

Email Address

First Name

Last Name

Email Address

First Name

Last Name

Clear and concise copy

SIGN UP

SIGN UP

Easy to navigate Limit the form to email address and name

Clear call to action (CTA)

Optimised for mobile devices

JUSTIFICATION

High-impact quicklyCapturing captive audienceLarge volume of potential leads

MUST-HAVES

- Use Keyword Planner- Strong CTA to increase CTR- A/B Testing the headline and adjust based on performance- Landing Page- UTM Codes- Google Analytics

KPI/MEASURE

- Impressions- CTR- CPC- Conversion Rate- Quality Score

TACTIC TWO

Keywords- Innovative Panels- Interior Solutions

- Innovative Interior Panels- Renovation Solutions

- Panel Surface

A/B TESTWITHDIFFERENTHEADLINE

Headline 01

Headline 02

EMAIL MARKETING

JUSTIFICATION- After they sign up on the site,a Thank You email will be sent- Personalised experience(personalised subject line)- Keeping them engaged- Owned Channel

MUST-HAVES- Great Visual Content- Great Subject Line- Consistency- UTM Codes- CTA- Unsubscribe and otherlegal requirements

KPI/MEASURE- Delivery Rate- Open Rate- Click Rate- Bounce Rate- Unsubscribe Rate- Spam Rate

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IMAGES ARE FOR VISUAL REPRESENTATIONS ONLY AND NOT THE ACTUAL PRODUCT.

Optimisedfor mobiledevices

Visuallyappealingimages

Catchyheadliane

A/B TESTWITH

DIFFERENTHEADLINE

Headline 02Headline 01

TRACKING/MEASURING

TACTIC THREETACTIC TWOTACTIC ONE

BUDGETING

NUMBER OF CONVERSION NEEDED50

INDUSTRY CTRAIM 4%

IMPRESSIONS41,667

LANDING PAGE VISITS1,667

BUDGET$1,666.67

COST PER ACQUISITION (CPA)$33.33

NUMBER OF CONVERSION NEEDED100

INDUSTRY CTRAIM 6%

IMPRESSIONS37,037

LANDING PAGE VISITS1,667

BUDGET$1,666.67

COST PER ACQUISITION (CPA)$54.33

GOOGLE ADSPAID

SEO OPTIMIZATION

-Content Marketing-Backlinks

-Website speed -Organic search

EDM

- Personalised Contents- Structured and Scheduled

- Product Education- Promotions

MOBILE APP

- Innovatove Approach- Building Up Loyalty/ Customer

Loyalty Value-All Time Visibility

INSTAGRAM INFLUENCER

-Referral Traffic-Reach and Awareness

-Audience Growth-Engagement

GENERAL ASSEMBLY MELBOURNE • 22 • 11 • 2019 by JANSENE ALEGRE

IMAGE NOT ME :)