Hypothesis: As the Trade Marketing Manager of soft drink brand called “Olipop”, your goal is to enhance penetration and create trials for the new Diet Olipop formula across high-end restaurants in Saigon, Vietnam. Here’s how TCM can handle this project.
1. Campaign Planning and Strategy
Objective:
- Enhance penetration and create trials for Diet Olipop.
- Capture leads through a promotion campaign using a mini app on Zalo.
- Integrate lead data into CRMA for an Omni-channel campaign.
Strategy:
- Leverage TCM’s field experience and CRMA platform to create a cohesive campaign.
- Utilize in-store promotions, digital engagement, and data analytics to maximize impact.
2. Development of Zalo Mini App
- Develop a mini app on Zalo with features to capture leads via QR code.
- Integrate the mini app with CRMA to ensure seamless data flow.
Execution:
- Design and Development:
- Create a user-friendly mini app with interactive elements for lead capture.
- Incorporate a QR code for easy access during restaurant promotions.
- Features:
- Lead capture form: Collect user details and preferences.
- Promotional content: Highlight the benefits and unique selling points of the new Diet Olipop formula.
- Gamification: Include a game or quiz to engage users and encourage participation.
- Integration with CRMA:
- Ensure real-time data synchronization between the Zalo mini app and CRMA.
- Automate the process of capturing leads and categorizing them for follow-up campaigns.
3. Field Activation and Promotion Campaign
- Execute in-store promotions at high-end restaurants.
- Use TCM’s field experience to ensure smooth operations and maximum reach.
Execution:
- Field Activation:
- Train brand ambassadors to promote the new Diet Olipop formula and guide customers to the Zalo mini app via QR code.
- Set up promotional booths with Diet Olipop sampling stations.
- Encourage customers to scan the QR code to participate in the promotion and provide feedback.
- Promotional Materials:
- Use eye-catching banners, flyers, and table tents to promote the campaign.
- Ensure consistent branding across all promotional materials.
4. Omni-Channel Campaign
- Utilize CRMA to execute an Omni-channel campaign based on the leads captured.
Execution:
- Lead Nurturing:
- Use CRMA to automate personalized follow-up emails and SMS to leads captured from the Zalo mini app.
- Segment leads based on their interaction and preferences.
- Omni-Channel Engagement:
- Email Campaigns: Send newsletters, exclusive offers, and updates about Diet Olipop.
- SMS Campaigns: Share instant promotions and reminders for upcoming events.
- Social Media: Use CRMA to manage and schedule posts on platforms like Facebook and Instagram to maintain engagement.
- Loyalty Programs:
- Create a loyalty program for high-engagement customers.
- Offer rewards and incentives for repeat purchases and referrals.
5. Data Analytics and Reporting
- Utilize CRMA analytics and reporting features to track campaign performance.
Execution:
- Data Collection:
- Aggregate data from Zalo mini app interactions, in-store promotions, and Omni-channel campaigns.
- Use CRMA to centralize and manage data.
- Performance Metrics:
- Track key metrics such as lead capture rate, engagement rate, conversion rate, and customer feedback.
- Monitor the effectiveness of each channel and campaign component.
- Reporting:
- Generate comprehensive reports for Olipop’s marketing team.
- Provide insights and recommendations based on data analysis.
- Schedule regular review meetings to discuss campaign progress and adjust strategies as needed.
Key Benefits for Olipop
- Integrated Marketing Approach: A seamless blend of field marketing and digital engagement to maximize reach and impact.
- Enhanced Customer Engagement: Personalized and automated interactions that build strong customer relationships.
- Data-Driven Decisions: Actionable insights from unified customer data to drive informed marketing strategies.
- Increased Sales and Loyalty: A cohesive strategy that drives trial, engagement, and long-term loyalty for the new Diet Olipop formula.
Conclusion
By leveraging TCM’s extensive field experience and the advanced features of the CRMA platform, Olipop can successfully enhance the penetration and trial of the new Diet Olipop formula in high-end restaurants in Saigon. This integrated approach ensures that every step, from lead capture to customer engagement and data analysis, is efficiently managed and optimized for maximum impact.
