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Performance Marketing Exercise - Watching Fishes that Can Swim!

The joke goes back to when we were engineering students. A highly respected professor, who inspired awe in Mechanical Engineering students had just finished teaching concepts of IC Engine and left for home in his car. The car unfortunately broke down near the hostel, and the professor had to arrange a mechanic. It was a strange sight of two types of experts - one who probably know all about the mechanics of a car engine but could not figure out what was wrong with his own car, and the second(mechanic) - who knew how to get the car started, but probably knew little about the calculations of valve timing or the firing sequence of cylinders. Paradox, isn't it? Digital Marketing today has exactly these two types of 'experts'. Unfortunately, the industry needs practitioners one can interweave conceptual understanding backed by hands on expertise on tools and techniques - knowing one of the two is not enough. 

It is with this intent that we subjected students of Martech career track at Jagdish Sheth School of Management to a Performance Marketing Exercise that has just concluded. As part of a very popular Brand Management course offered by Prof Anand Narasimha, student groups had developed innovative concepts of brands just sometime back. 

Group

Brand

Target

Descriptor

Tagline

Persona

1

KICKSPIRE

Young amateur sports enthusiasts who dabble in a variety of sports

Shoe with interchangeable soles

Switch Soles. Switch Sports.

Versatile. Sporty. Vibrant

2

MEASURE- IT

Busy, on-the-go people who have limited time for daily household chores

Tracking device for daily essentials

Measure it, to remember it.

Simple. Convenient. Homely

3

PET LUXURE

Pet parents who like travelling and frequent getaways

Travel solution for pets

Pet-Set-Go!

Caring. Comfortable. Committed

4

BLISS

People who are ‘experience seekers’ when it comes to personal care products

The 3-in-1 bathing experience

Cleanse. Exfoliate. Nourish.

Pampering. Personal. Sensorial

5

HANGOUTS

Young people looking to socialize and have a good time, on a budget

Deal locator app for pubs

Tap to chill

Fun loving. Socially active. Pocket friendly.

6

FRIZZON BOTTELA

Adventure lovers who enjoy off-the-beaten-track outdoor activities

Self-Refilling water bottle

Hydrate Anywhere!

Rejuvenating. Adventurous. Explorer

7

HAIRISTIC

People who constantly obsess about the health and looks of their hair

The smart hair brush

The art of smart haircare

Healthful. Stylish. Creative

8

VR MARSALA

Food aficionados who enjoy unique dining experiences

Virtual reality dining experience

Dine around the world

Imaginative. Immersive. Exotic

9

SMARTMET

Bikers who love to take long rides and explore their surroundings

The smart helmet

Ride Easy. Ride Safe.

Protective. Carefree. Inventive

10

SUITSME

Frequent leisure and business travellers

The intelligent suitcase

Sets you free!

Liberating. Smart. Buddy

The teams were regrouped for the Performance Marketing Exercise - to do a full simulation of launching the brands digitally from an absolute scratch. We asked them to imagine themselves as digital marketing heads of their respective brands. They decided their own objectives for their own brand, that involved wearing the marketing  hat, and then structuring a digital mix that would lead to it. That in a nutshell involved setting up a screen responsive website with an intended user experience, creating social handles, and above all, creating matching content. They also integrated Google Analytics. Under the hood, the teams registered domains and bought server spaces. All but one teams setup WordPress based and SSL enabled websites. They further carried out audience research of Facebook ads and Google Ads, and even created email campaigns, that they ran to a limited extent. Some teams actually ran Google ads. As part of SEO efforts, these websites were submitted to Google in the right way using GSC and they were indexed in no time. We capped up the PME with a brief overview of Marketing Automation in the form of a demo.

The PME has lasted about eight weeks. In eight weeks, the teams were also able to demonstrate integrat the traffic data in Google analytics, including campaign specific traffic that they were able to trap using UTM. Here are the websites and the social properties of the brands(in no particular order). If you are lucky enough you might even find embedded videos featuring the students themselves!

Do check out!

Group

Brand

Logo  

Website

Under the Hood

Social Presence

1

KICKSPIRE

      
kickspire.co.in

CMS - WordPress  Theme - DIVI ; Plugins - Duplicator, All in one SEO, Official Statcounter, SSL


Facebook

Instagram

2


MEASURE- IT



www.letsmeasureit.com

SSL,WordPress, Elementor,  Yoast SEO, Cloudflare, Contact Form 7, Duplicator, Statcounter

Facebook

Instagram

3

PET LUXURE

www.petluxure.com

Adobe XD with Quest AI, SSL

Facebook

Instagram

4

BLISS


www.blissbathing.com

Wordpress, DIVI 5.10, Yoast SEO,SSL, 10Web Social Photo Feed, Statcounter, CloudFlare, Duplicator


Facebook

Instagram

5

HANGOUTS


www.gohangouts.com

WordPress, Themes-divi, wpbakery  Plugins-smart sliders, SSL flexible SSL, contact form 7

Facebook

Instagram

6

FRIZZON BOTTELA

      

www.frizzonbottela.com

WordPress, SSL


Facebook

Instagram

7


HAIRISTIC


www.hairtisticcare.com

WordPress, NicePage - Theme , plugins - Duplicator, Yoast SEO, Nicepage, Monsterinsights, SSL

Facebook

Instagram

8

VR MARSALA

www.vrmarsala.com

WordPress, Divi, monster insight, stat counter, SSL

Facebook

Instagram

9


SMARTMET



www.smartmets.com

Wordpress, Dark press Theme,  Plugins: Duplicator, Header footer code manager, Mobile menu, Statcounter, WP Encryption - One Click SSL & Force HTTPS, XML Sitemaps, Yoast SEO, SSL

Facebook

Instagram

10

SUITSME

wwww.suitsmee.com

WordPress, Elementor, Duplicator, All in One WP MigrationFacebook

Instagram

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