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Crowd-sourcing. Crowd-sourcing starts at the second half-year
Crowd-sourcing starts at the second half-year. Targets: increasing recognition of the brand, creating interest & involving customers, getting insights & studying the market
Target 1: Involvement of a big number of participants for the 1 stage; KPI: over 400 participants
Target 2: Effective word-of-mouth «vote for me» marketing KPI: over 30.000 votes
Target 3: Increase in the number of unique visitors of the web-page comparing to the period before the competition and after the competition KPI: increase of the number of unique viewers by 200%
Target 4: Popular context ad in VK.ru KPI: more than 50.000.000 clicks during all the crowd-sourcing campaign
| Costs | Comments | Amount ($) |
| Context ad in VK.ru | Promoting contest | $1 970 |
| Tickets & travel expenses (5) | Prizes to participant | $12 000 |
| Movie-nights tickets & Schokoladnitsa dinner for two for 1600 r. coupon (10) | Prizes to participants | $ 920 |
| Gift Box Wyssotzky (big) (15) | Prizes to participants | $ 390 |
| Gift Box Wyssotzky (medium) & Shokoladnica coupon for 750 r.(35) | Prizes to participants | $1 460 |
| TOTAL COSTS | $15 340 |
1.5 Outdoor Advertising & Guerilla Marketing
Target 1: Rising brand Awareness
Target 2: Consumer involvement. KPI: Consumers directly involved in our marketing activities - 30 000
| Costs | Comments | Amount ($) |
| Event Marketing | ||
| Afisha “Picnic” | A stand at the event and crowd-sourcing promotion | |
| Outdoor advertising | ||
| Billboards near underground escalators (2 campaigns with double boards at 8 stations) | Winter and Summer promoting Wissotzky in Shocoladnica | 102 720$ |
| Stickers in carriages (Moscow Underground) | Promoting Wissotzky crowd-sourcing competition | 23 706$ |
| Outdoor Billboards (2 campaigns for 15 billboards for 10 days) | Winter and Summer Promoting Wissotzky in Shocoladnica | 39 000$ |
| Guerilla Marketing | ||
| Alice in Wonderland Promoaction | 87 188$ | |
| Advertising on escalators and Wissozky Adventure Lottery | 54 375$ | |
| TOTAL COSTS | 311 889$ |
B2B Gifting
Target 1: Generating effective revenues Volume. KPI: Revenues over 110 thousand dollars; as average 7-8 clients per month
Target 2: Increasing Brand Awareness. KPI: At least 3 new clients after each exhibition
Target 3: Effective Direct sales. KPI: Sales manager actively performs telemarketing and goes with presentation to potential clients
Sales predicted: 113 244 $
| Costs | Comments | Amount ($) |
| HR | Salaries | $28 688 |
| Exhibitions sponsorship | Being a sponsor at a number of exhibitions or fairs where a big number of companies is concentrated | $312 |
| Promotion in Print Magazines | Presence in Komus off-line catalogue | $56 |
| TOTAL COSTS | $29 056 |
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