Executive Summary
This proposal outlines a comprehensive marketing strategy for the iVi device, aimed at professionals in high-stakes industries where virtual communication is key.
Target markets include legal services, consulting firms, finance, technology companies, and pharmaceutical marketing and sales professionals.
The strategy focuses on content marketing, targeted advertising, and a seamless e-commerce platform to increase brand awareness, drive sales, and capture leads.
Objectives
- Increase Brand Awareness: Establish iVi as the premier solution for enhancing virtual communication.
- Drive Sales: Execute a multi-channel marketing strategy to facilitate direct sales.
- Lead Generation: Capture and nurture leads through high-quality content.
Target Audience
Primary Markets
- Legal Services: Senior lawyers handling virtual client interactions.
- Consulting Firms: Consultants managing remote projects and client strategy sessions.
- Financial Services: Financial advisors conducting high-stakes virtual meetings.
- Technology Companies: Tech leaders coordinating international teams and partnerships.
- Pharmaceutical Marketing and Sales: Marketing heads communicating virtually with healthcare professionals.
Project Scope
1. Marketing Campaign Strategy (Main Focus)
The marketing campaign will target communication challenges faced by professionals in key sectors through strategic content creation and a strong online presence.
A. Content-Driven Marketing
- White Paper Creation: Develop a comprehensive white paper titled “Improving Virtual Communication: How Eye Contact Can Transform Your Business Meetings”, providing insights for each industry.
- Email Drip Campaign: Launch an 8-step email drip campaign, addressing sector-specific communication challenges and presenting iVi as the solution.
- Blog Posts and Case Studies: Create content demonstrating iVi’s benefits across sectors like legal consultations, consulting engagements, financial meetings, tech collaborations, and pharma marketing.
- Social Media Campaigns: Execute targeted ads on LinkedIn, Twitter (X), and YouTube to reach decision-makers.
B. Lead Generation and Nurturing
- ROI Calculator: Build an ROI calculator tailored to the needs of each industry, providing personalized insights on the value of improved virtual communication.
- Webinar Series: Host webinars to discuss the impact of eye contact on remote communication, with sessions tailored for legal, consulting, finance, tech, and pharma sectors.
2. Website and E-commerce Platform
- Platform: Develop the website on WordPress due to its flexibility. Use Gravity Forms with Stripe for payments or integrate Shopify if preferred for inventory and fulfillment.
- Caveat: Full Shopify adoption may involve additional development time and customization to match iVi’s branding and functional needs. This could influence both the timeline and budget.
- Content and Design: Feature product details, video demos, and resources tailored for each sector.
- Lead Capture: Implement forms and pop-ups to collect leads in exchange for valuable resources.
3. Project Timeline
- Days 0-30: Website development, initial content creation, and email drip campaign setup.
- Days 30-60: Launch ad campaigns, develop the ROI calculator, and create case studies and video content.
- Days 60-90: Host webinars, review performance, and refine strategies.
Caveat
The timeline depends on the choice of e-commerce platform (WordPress vs. Shopify) and the availability of key content like case studies. Adjustments may be needed based on unforeseen delays.
Next Steps
- Finalise the Marketing Plan: Choose the e-commerce platform and content priorities.
- Kickoff: Begin development and marketing setup.
- Review and Optimise: Monitor performance and refine the approach for maximum impact.
Conclusion
This marketing strategy focuses on building iVi’s brand across multiple sectors through tailored content, strategic advertising, and a user-friendly website. The caveats address potential challenges with e-commerce integration and content production, ensuring a clear path forward.