Marketing Plan
01-Product & Audience Understanding
P R O D U C T & A U D I E N C E U N D E R S TA N D I N G 3
Product Audience
Explorer Pass - All Inclusive Pass -
Travellers with tight Budget First Time Travellers
Can choose few sightseeings &
Suitable for Family Travellers who
accomodate within budget
wants to make most of their visit
Short Term Traveller Solo / Group Travellers
People who travel for business Trip
Solo or young group of travellers
with limited time
with open plan to enjoy attractions
Locals
For people who have already visited
& want to visit few attractions only
P R O D U C T & A U D I E N C E U N D E R S TA N D I N G 4
Indian Travellers Stats
India to Singapore traveller Stats
Before COVID - India to Singapore Traveller Traffic - 2018 After COVID - India to Singapore Traveller Traffic - 2022
20 20
No of Travellers in Lacs
No of Travellers in Lacs
5.89 6.33 5.72 6.06 5.39 5.51 6.16
4.51
1.5
0 0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1-23
Travellers (In Lacs) Travellers (In Lacs)
Inference of above Data
• Observed that demand for travel from India to Singapore is almost similar quarter on quarter so marketing activities can be run throughout year.
• There was a decline at the begining of the Year ‘22 but eventually growth seen which is continuing in Q1 of ‘23 as well.
• However, Considering Singapore Food Festival & Great Singapore Sale in July & Between the Summers & Winters for Outdoor Activity could be the good
time for exhaustive marketing campaigns.
P R O D U C T & A U D I E N C E U N D E R S TA N D I N G 5
Indian Travellers Stats
India to Singapore traveller Stats
REGION % SHARE OF TRAVELLERS - 2018 % SHARE OF TRAVELLERS - 2022
SOUTH 52% 51%
WEST 22% 21%
NORTH 19% 19%
NORTH
YEAR 2018 - 19% EAST 4% 6%
YEAR 2022 - 19%
NORTH EAST 2% 3%
EAST CENTRAL 1% -
INDIA YEAR 2018 - 4%
YEAR 2022 - 6%
Inference of above Data
WEST
YEAR 2018 - 22%
• Above data clearly states that in given year the highest travellers are from South
YEAR 2022 - 21%
India
• West & North are contributing to the almost 40%
SOUTH
YEAR 2018 - 52%
YEAR 2022 - 51% • Brand Awareness & Aggressive campaigns targettig in these region can bring
high enagagment towards brand.
02-Funnelwise Channel Strategy
Funnel wise custom
communication approach
1
Top Funnel
FOCUSED METRICS AT TOP FUNNEL
Content Around - METRIC MEASURMENT TOOL IMPORTANCE OF METRIC
What & Why of GoCity Pass?
Price Advantage over other Indian Platforms REACH & FREQUENCY FB / GOOGLE PANEL
TO CHECK EXACTLY TO HOW MANY PEOPLE AD REACHED WITH
WHAT FREQUENCY SO AD RECOMMENDED WITH MINIMUM
Ease of use FREQUENCY OD 4-5
Influencer Content THIS WILL BE HELPFUL TO UNDERSTAND WHETHER OUR
CTR FB/GOOGLE PANEL + ANALYTICS TARGETING AUDIENCE OR CONTENT IS WORKING OR NOT. E.G.
CTR OF 2-6% CONSIDERED AVG. FOR FACEBOOK & FOR
Affinity / Interest Based Targeting GOOGLE SEARCH
Frequent Flyers SESSIONS GA
TO CHECK FUNNEL BEHAVIOR AND MEASURING
ENAGAGEMENT & LOYALTY
Businessman / Startup Founders
Working Professionals AVG SESSION DURATION GA
TO UNDERSTAND CONTENT QUALITY & USER BEHAVIOUR
THIS CAN HELP UNDERSTAND USER EXPERIENCE ON WEBSITE
Target: BOUNCE RATE GA & CONTENT RELEVENCE
Location Target: South / West & North India THIS IS VERY IMPORTANT METRIC TO UNDERSTAND AND KEEP
CAC & LTV MANUAL
Age Group: 25 to 50 RATIO OF 3:1 LTV:CAC
Gender: Male / Female NEW USERS MANUAL MAXIMUM THRUST BEHIND THIS METRIC AS THIS IS GOING
BRING BIG BUSINESS
Lookalike Audience:
Already Purchased Customers
Website Visitors
Exclusions -
(-) Website Purchasers
(-) Social Engagers
(-) Website Visitors & ATC
2
Middle Funnel FOCUSED METRICS AT TOP FUNNEL
METRIC MEASURMENT TOOL IMPORTANCE OF METRIC
Content Around -
ASP MANUAL THIS IS IMPORTANT TO CHECK AVERAGE SELLING PRICE FOR
Customer Testimony PRODUCT
Discount Led Content
ATC Objective Campaigns THIS IS IMPORTANT METRIC TO CHECK CAMPAIGN EFFECTIVENESS &
ROAS MANUAL
Influencer Content on How to use GoCity? REVENUE AGAINST AD SPEND
TO CHECK AFFECTIVENESS OF CAMPAIGN IN TERMS OF TOTAL
Target: CPA MANUAL
CONVERSIONS (NEW & REPEAT)
Website Visitors / Social Engagers THIS METRIC SHOUD RANGE BETWEEN 2%-4% GOAL IS TO
MAINTAIN OR INCREASE THIS CONVERSION %. DECLINE IN THIS
ATC Dropoffs ECOMM CONVERSION GA
METRIC LEAD TO CAMPAIGN / AUDIENCE & CONTENT CHECKUP
Page Drop Offs
Exclusions -
(-) Purchasers
3 Bottom Funnel FOCUSED METRICS AT TOP FUNNEL
METRIC MEASURMENT TOOL IMPORTANCE OF METRIC
Content Around -
Cross Sell INVITATION CONVERSION
GA TO CHECK HOW MUCH CONVERSION IS GETTING FROM
Referal Program RATE
REFERRALS TRAFFIC
Target:
NEW USERS TRAFFIC
GA
Existing Customers THROUGH REFERRAL TO UNDERSTAND PARTICIPATION RATE IN REFERRAL PROGRAM
ATC Customers (In case of low Existing Customers)
TO CHECK REPEAT RATE OF CUSTOMERS ORDERS WHICH WILL
REPEAT PURCHASE RATE MANUAL
Exclusions - BE IMPORTANT FACTOR FOR BUSINESS GROWTH
(-) Social Engagers
(-) Website Visitors AGAIN THIS IS ANOTHER IMPORTANT METRIC TO CHECK
SHARE RATE GA ACTIVENESS OF PARTICIPTION
F U N N E L W I S E C H A N N E L S T R AT E G Y 11
Strategy - Campaign Strategy
Stregnthen the Top Funnel Pool Goal
Goal is to reach Maximum Audience with ad frequency of 5~6 Increase Brand Awareness
No Conversion campaign on Top Funnel Word of Mouth
Focus on Influencer Content Increase Brand Enagagement
01 02 03 04
Increase ad frequency to 3~4 for Measure the Conversion Performance in Increase the Ad Frequency to 5~6 & Incraease New Aquisition at Mid Funnel
current Pool the Middle Funnel Target New Audience Target R&F Engaged Audience
F U N N E L W I S E C H A N N E L S T R AT E G Y 12
Channels at each Funnel
Building word of mouth recommendations
Meta Ads Google Ads
Brand Awareness campaign on Instagram & Meta with
Google Search ads with Relevent Keyword Strategy
frequency of more than 4-5
Video Views Campaign for Brand Awareness
Paid Post Enagagement Boost to strenthen the audiecne for
Mid Funnel Discovery Ads
Interest & Affinity Based Audience Targeting
Ads with half intent - Like ATC as Conversion Goal at Mid
Funnel Native Ads
Conversion Ad in Mid Funnel to retarget Social Engagement, Native Advertisement campaigns for Brand Awareness &
Website Visitors to drive traffic to website from relevent website
Bottom Funnel Conversion ad for repeat buying & Referral
Whatsapp E Mail
To Increase customer Opt-Ins Meta Ads which takes user Personalized Email using Active Campaign or any other
to Whatsapp Structured Bot tool.
Easy to communicate with Customer at Each Drop Off
Referral through Whatsapp
03-Audience Segmentation
A U D I E N C E S E G M E N TAT I O N 14
Audience Segmentation through CRM
Personalized Communication
1. Champion – User visited most recently, often & spend highest
1
9 2. Loyal Customers – User visited recently, often & spend good amount
(Frequency, Monetary)
2 3. Potential Loyalist – Recent user, Spent Good Amount
10 4. New Customers – User visited most recently, but not often, has not spend much
5. Abandoned Checkouts – Average recency, frequency and monetary score
6. Need Attention – User has spent good amount but long ago
7. About to Sleep – Below average recency, frequency and monetary values
8 3
11 8. Price Sensitive – User visited most recently, also often, but has not spent much
9. Can’t Lose them – User has spent great amount & visited often but long ago
4 10. Hibernating – Users visited long back, not often & has not spent much
7 6
11. Lost – Lowest Recency, frequency & monetary scores
5
Recency
A U D I E N C E S E G M E N TAT I O N 15
Audience Segmentation through CRM
Personalized Communication
Segments Communication
Champion Reward these users. They promote your products, they can be early adopters for your new launches.
Loyal Customers These user are responsive to your promotions, suggest them higher-value products. Also, ask them for reviews.
Potential Loyalist Engage them with long term offers like loyalty programs or membership rewards. Suggest other categories of products to them.
New Customers For new users, make their onboarding experience smooth, provide assistance when needed.
Abandoned Checkouts Make them loyal by creating brand awareness and giving free/paid trials. Communication
Need Attention Need to bring back these customers, provide limited period offers, recommend products using purchase history. through
About to Sleep User will be lost if not reactivated. Recommend them popular products provide discounts for memberships. Automation
Price Sensitive Users looking for the best deal, recommend them the highest rated products and send discount communications.
Can’t Loose Them Listen to their feedback, suggest them newer products and make them stick to your platform.
Hibernating Recommendations products for other categories and provide personalized offers.
Lost Make your presence known by different campaigns.
Business Impact
Increased customer retention Increased response rate Increased conversion rate Increased revenue
Tools Required: Moengage / Clever Tap
04-Mix of Growth Hack & Marketing
MIX OF GROWTH HACK & MARKETING 17
Goals & Strategy of Growth
Objectives - Strategy-
• Focus on Rapid Growth & Long Term Growth Influencer Affiliate Program Customer Referral Program
• Increase New Aquisition & Funnel Building Onboard Influencer as Affiliate on Cash Incentives or Giveaway like iPhones
CPS Model & Macbook for Maximum Referral
• Mix of Audience Experiment & Action basis User Patterns Business
• Focus goal of Immediate Business & Customer Needs Same time
Affiliate Marketing - Publisher Network
• KPI to achieve ROI Optimization & Personalization
Onboard Indian Affiliates Publishers Network like - Clickonik /
Admitad for both brand lift and conversion campaign with hard
KPI of ROAS & Ecomm Conversion
Attribution Model Whatsapp Marketing
Its important to have right attribution Leverage this as a full serve platform from
model to understand effectiveness of first interatction to booking.
campaign & channel. e.g. First Click &
Last Click
MIX OF GROWTH HACK & MARKETING 18
Whatsapp Store
Building word of mouth recommendations
User to reach GoCity Whatsapp from Instagram/Facebook Ads, Website, SMS, Push
Noti, QR Code Scans etc.
Hi Gocity, I want to know more about
your Sightseeing Passes
Hi Ganesh, Thankl you for connecting Whatsapp BOT will greet & present relevant CTA
with is.
One pass, all the sights.
Join the 7.5 million customers who've
explored using Go City!
User can use GoCity personalized nutrition drink flow on Whatsapp
Save up to 50% on the best
attractions, tours and activities with
Go City®
Tell us what you would like to do
today
Product Browsing to Payment Shopping Experience on Whatsapp
BOT will integrate with website & CRM Platform
Hi Ganesh, Thankl you for connecting
with is.
One pass, all the sights.
Join the 7.5 million customers who've
Advanced User Journey Insights – Cart Abandonment, Personalized Flow Abandonment
explored using Go City!
etc.
MIX OF GROWTH HACK & MARKETING 19
Benefits – Referral through Whatsapp Shop
Building word of mouth recommendations
High OPT IN
Users will simply land on Whatsapp which
will give high opt-ins
Cost of Acquisition
Low cost of Aquisition
through Referrals
Brand Reach
Increase in brand Awareness & Reach
through word of mouth
Q&A
