盛世长城SaatchiDVD-1Digital Marketing Specialists

SAATCHI&SAATCHI,SAATCHI&SAATCHI,DigitalMarketingSpecialists,SAATCHI&SAATCHI,OnlineMarketingIdeasForTRIATOP,October2000,SAATCHI&SAATCHI,IncreasingTrialofTriatop2%,SAATCHI&SAATCHI,Objectives,TacticalBuildawarenessandtrialforTriatopGenerateadatabaseforone-on-oneloyaltymarketing.LongTermBuildCaileasthepreferredantidandruffsolutioninChina,SAATCHI&SAATCHI,WhoAreOurTargetAudience?,Dandruffsuffersage20andabove.Haveusedantidandruffshampoosbefore.Dissatisfiedwithantidandruffshampoobecausedandruffreturns.Notaccustomedtobuyingdandruffproductfromdrugstore(doesnotknowproductexist?)Concernaboutsideeffectsharshness.,SAATCHI&SAATCHI,MindsetofDandruffSuffers,TheADshampoousers:“ItriedallkindsofshampoobutnoneseemstoworkbecausewhenIstopusingtheshampoo,mydandruffcomesback!”,SAATCHI&SAATCHI,ConsumerMindset,WhywouldonebuyTriatop?,Triedallkindsofanti-dandruffshampoobutdandruffkeepscomingback!,Imageconscious.Dandruffwillspoilmygooddresssense,HealthConscious.Personalhygieneandscalphealthisimportant,Confidence.Dandruffaffectsconfidenceondailylivesbusinessmeetings,interview,dates,SAATCHI&SAATCHI,ADShampoousers,Mindset:Ihavetriedallkindofantidandruffshampoo,butmydandruffkeepscomingback.HowcanIgetridofit?!,SAATCHI&SAATCHI,ImageConscious,Mindset:Ilikethelatestfashions,butwhateverIwear,IwillnotlookgoodifIhavedandruff.WinterscomingsodarkcolouredfashionswillbetheinthinghowcanIsurvivewinterifIhavedandruff?,SAATCHI&SAATCHI,Confidence,Mindset:Withnodandruff,Icanfacetheworldwithconfidence!,SAATCHI&SAATCHI,OnlineMediagoals,BuildhighcoverageinordertogeneratefastawarenessandfamiliarityAggressivelysurroundandinteractwithouraudienceinmostrelevantonlineenvironmentstobuildawarenessanddatabaseforTriatopIdentifyandimplementdatapointsthatarereadableandactionableEvolvecampaignbasedonkeyresponsedriversformaximiumeffectiveness.,Visibility,Action,MeasureOptimise,SAATCHI&SAATCHI,MediaObjectives,Recommendedsitescanbebrokendownintodriving2keyobjectives:Toinformandenhanceinteractivityandgenerateactionwiththetargetaudience.Tocollectandprofileadatabaseofqualitycustomersinordertonurtureandsustaindialogue.,SAATCHI&SAATCHI,MediaStrategy,Todevelopatwo-phaseon-linecampaignthatwillinteractwiththetargetaudienceandnurtureandsustaindialoguecumrelationshipwithpotentialcustomersPhase1:Toselectananchorsiteandverticalsitesandsubsequentlyidentify&testoutthemost“hard-working”sitesandcreativetoolsPhase2:ActiveplanningandOptimisationofcampaigntomaximisereachandcapturedatabasefortriatop.,CampaignOverview,PopupWindow,BigButton,TextLink,E-magazine,Minisite,Fillform,TrialforTriatop&CollectUserDatabase,SAATCHI&SAATCHI,MediaRecommendation,AnchorSitesNetEaseHomepageLadychannelLifeSHomepageFashionWomenEmailMagazineSoim-FashionMagazine,AdvertisingTypeRecommendation,TrytouseTriatop,UsethePopupwindowstoattractmoretargetaudience,AdvertisingTypeRecommendation(Cont),SelecttheFashionMagazineofSoimtobecauseofthelowcostandhighOTS.ThecirculationofSoimE-Magazineis3,600,000,SAATCHI&SAATCHI,BudgetSummary,PopupWindow,Button,TextLink,E-magazine,D1D2D3D20Budget,51%,35%,10%,4%,E-magazine,SAATCHI&SAATCHI,360DegreeAccountability,DeliveringROIthrough360degreeaccountabilityWedeliver“activeplanning”toourclientsonlinecampaignsServeyouradstoenhancegreatertargeting&controlIn-depthongoinganalysisofmultiplevariablesforeverycampaignWeeklyre-planningbasedoncampaignmetricstoensureyourbudgetisappliedtomosteffectiveopportunities,Test+Measure+Optimise,WebsiteMessageTiming,Lower$/lead,SAATCHI&SAATCHI,CampaignStrategy,AwarenessDatabaseTrial,UsingmultiformatofonlineadvertisingtosurroundtargetaudiencetheycannotmissCialemessageMorethanonewaytocollectdatabaseandecnouragetrial.Banner,button,floating,viral-emailUsingdirectsalesmessagetoinducetrialtogethertogetherwithmultionlineformat,SAATCHI&SAATCHI,SustainIntegrated,EssaystofurthersustainthecampaignmessageandeffectivenessToneandmannerisconsistentwithofflinecampaign,SAATCHI&SAATCHI,HowdowedrivetrialofTriatop?,Collectdatabase,sendCouponforRedemptionatdrugstore,Banneradvertising,Onlineregistration,Emagazine,SAATCHI&SAATCHI,NetEaseEMagazine,SAATCHI&SAATCHI,SAATCHI&SAATCHI,RelevantContent,Contentsponsorship,SAATCHI&SAATCHI,StylistandTricologistChatroom,Button,SAATCHI&SAATCHI,Drivingawarenessandbuildingourbrandequity,Keywordsearch,BuykeywordsEg:hair,dandruff,health,SAATCHI&SAATCHI,Drivingqualifiedtraffictosite,Triatopbanner,Websitetop3position,SAATCHI&SAATCHI,Appendix,SAATCHI&SAATCHI,新浪网(),网站类型：MassPortal网站特点：大型中文综合网站，提供全面、及时的中文信息内容，以及高效、方便的网络工具，是最受欢迎的中文网站服务简介：1、新、全、广的信息2、网上购物3、免费50M电子邮件，各种论坛4、城市生活的相关服务5、优秀的搜索引擎,SAATCHI&SAATCHI,新浪网背景,据IAMASIA的资料显示，目前新浪网的覆盖率为43.2%，月浏览量为287,312CPM。北京新浪网()的前身为四通利方中文网站“利方在线”()启动于1996年4月，是四通利方公司的一项重要产品，也为互联网上最早的大型中文网站之一。它集中了数十个大型中文论坛和聊天室，以及一系列倍受网友青睐的中文资源与服务，如：时事新闻、体育、游戏、生活时尚、中文搜索引擎、天气预报、电视节目预告、网上实用工具等。1998年12月1日，“利方在线”随新浪网的推出而更名。1999年4月，北京新浪网成功改版。改版后的北京新浪网分新闻中心、搜索引擎、财经纵横、网上交流、生活空间、竞技风暴、游戏世界、科技时代等多个栏目。新浪网是目前全球最大规模的中文网站。,SAATCHI&SAATCHI,网易（）,网站类型：MassPortal网站特色：中国第一家提供中文全文搜索、第一个大容量免费个人主页基地、第一个免费贺卡站、第一个网上虚拟社区，精彩中文网站导航中文网站排行榜。是信息量大、新闻更新更快的综合性站；免费个人主页与电子信箱网站提供服务简介：1、最新社会新闻与热点问题报道2、IT行业和互联网业新闻3、证券市场报道：个股查询与股票指数。4、开展网上调查；设有个性化的聊天室5、吸引广大青年人虚拟社区和聊天室,SAATCHI&SAATCHI,网易背景,据IAMASIA资料显示，网易的覆盖率为50.7%，月浏览量为354,880CPM网易公司是中国领先的互联网技术公司，在开发互联网应用、服务及其它技术方面，网易始终保持国内业界的领先地位。自1997年6月创立以来，凭借先进的技术和优质的服务，她深受广大网民的欢迎，目前注册用户已达590多万，曾两次被中国互联网络信息中心（CNNIC）评选为中国十佳网站之首。在开发互联网应用、服务及其它技术方面，网易始终保持业界的领先地位，并取得了中国互联网业的多项第一：第一家中文全文检索，第一个大容量免费个人主页基地，第一个免费电子贺卡站，第一个网上虚拟社区，第一个网上拍卖平台。网易正在成为一个集丰富的网上内容，活跃的虚拟社区和大规模的电子商务平台于一身的精彩网站。,SAATCHI&SAATCHI,e龙(),网站类型：Live&Entertainment网站特点：各大城市综合生活信息网站，分为城市频道和专题频道，内容十分丰富，条理比较清晰网站服务简介：1.各大城市新闻2.各大城市饮食、交通、娱乐、文化艺术活动的内容及地点介绍3.容量大的电子信箱4.完善的网上社区5.新闻、生活、娱乐、游戏等专题频道，内容详尽,SAATCHI&SAATCHI,E龙背景,据IAMASIA资料显示，E龙的覆盖率为11.3%，月浏览量为63,167CPMeL，1999年5月成立于美国德拉华州。同年8月在中国北京成立艺龙网信息技术（北京）有限公司(e龙公司)。迄今为止，eL已经发