Talwalkars DigitalMktng

TALWALKARS DIGITAL MARKETING STRATEGY
Background
1. Impact Target Areas For The Promotion
2. TG Segments & Searching Attributes
3. Online Visibility Landscape For Health and fitness
4. Online Visibility Landscape For Talwalkars
5. Proposed Digital Marketing Services & Rationale
6. Intervention – ODA (Online Display Advertising)
7. Intervention – MMT (Mobile Marketing)
8. Intervention – EMT (E-mail Marketing)
9. Intervention – BLG (Blogging/Article Writing)
10.Intervention – MSD (Microsite Development)
11.Value Of A Relationship With Webisdom
Core objectives
a. Create awareness of the upcoming property
within TG
b. Create a brand buzz
c. Drive guest traffic to the physical + virtual

addresses of the same.
d. Create a strong dormant interest in TG for the

property
e. Deepen brand involvement across all TG

segments
1. Webisdom Management Services Pvt. Ltd.
(“Webisdom”), being suitably qualified, is proposing
via this document, an outline of a digital marketing
strategy to meet the objectives as stated.
2. Webisdom’s competency for this project accrues

from the following:-
a. Domain know-how: Fitness First(in fitness) is prominent

amongst our clients, giving us adequate domain grip.
b. Demonstrable Capability: We have, for example, consistently

kept clients like Ferns & Petals, IFB Appliances and
Domino’s Pizza, Le meridian, Make my trip, yatra.com, Delhi
Police on top in natural search rankings since over 02 years
now!
c. Strong Credentials of Founders: Webisdom has been founded

by IIM-A alumni who have strong experience in digital
marketing along with rich cross-industry expertise [detailed
1. Background
4. Online Visibility Landscape For Health & Fitness
7. Intervention – SEM (Search Engine Marketing)
10.Intervention – EMT (E-mail Marketing)
11.Intervention – BLG (Blogging/Article Writing)
A Promotion strategy needs to address following
components:-
 TG-SEGMENTATION – profiling by demographics,

preferences, lifestyle, locus & expected income
brackets
 BRAND – online & offline visibility, perception,

awareness, hype, recall & value
 CUSTOMER BASE – continuous augmentation

qualitatively & quantitatively
 CUSTOMER ENGAGEMENT – breadth & depth
 MARKETING PERFORMANCE – optimization &

agility
1. Background
1. Background
 Global search volume for the single month of
Dec, 2010 on:-
Direct threat from 124,000,000
 “club” competition brand! 16,600,000
 “fitness” 74,80,000
 “clubs” 91,40,000
 “gym” 10,00,000
 “gyms” 8,23,000
 “fitness first” 5,50,000
 “gold’s gym” 3,68,000
 “health and fitness” 3,01,000
 “fitness club”
Above is as per Google Adwords analytical tool which tracks search volume
(volume is across desktop, laptop and mobile phones)
1. Background
10
 Global search volume for the single month of
Dec, 2010 on:-
Very low search volume, 18100
 “Talwalkars ” especially when compared 3600
 “Talwalkar gyms” to competition brand! 1000
 “Talwalkars Bangalore” 210
 “Talwalkars Delhi” 210
 “Talwalkars gym Mumbai” 140
 “Talwalkars gym fees 140
140
 “Talwalkars membership” 73
 “www.talwalkars.net”
 “Talwalkars india”
Above is as per Google Adwords analytical tool which tracks search volume
(volume is across desktop, laptop and mobile phones)
11
 “club”
 “fitness” 124,00  “Talwalkars ” 18100
 “clubs” 0,000  “Talwalkar gyms” 3600
 “gym” 16,600,00  “Talwalkars Bangalore” 1000
 “gyms” 0  “Talwalkars Delhi” 210
 “fitness first” 74,80,000  “Talwalkars gym 210
 “gold’s gym” 91,40,000 Mumbai” 140
 “health and fitness” 10,00,000  “Talwalkars gym fees 140
 “fitness club” 8,23,000  “Talwalkars 140
5,50,000 membership” 73
3,68,000  “www.talwalkars.net”
Above keywords  “Talwalkars India”
3,01,000
have negligible
search volumes
currently! Idea is
to evolve from
here to volumes
comparable to
L.H.S.
The Challenge Of Eventually Garnering Keywords Directly On The Brand(s)

And With Volumes 12
1. Background
13
 VISIBILITY  SEM (SEO will be
ongoing)
 BUZZ/HYP
E  ODA, EMT & MMT
 RESPONSE  SEM & BLG
Webisdom®, being a full-fledged digital marketing agency, has expertise

in all of above 14
 SEM  Very substantial potential for industry & brand related
searches
 ODA
 53% of active internet audience respond to an online advert!
 SMM
 Social media has overtaken e-mail to be the # 2 activity (after
search) today
 EMT
 Nearly 90% of active internet audience checks e-mail daily!

 MMT
 Within the already defined TG, mobile penetration is >100%

 BLG
 Article writing & blogging influence psychologically, opinion &

response
Each of the already defined TG segments have substantial internet +
mobile exposures almost daily! Source: eMarketer &
Google
15
 SEM  Nearly 84% of internet activity is search, where Google
dominates
 ODA
 Impactful ODA across banners, adverts & video creates a
“wow!” aura
 SMM
 Marketing communication sent in social context have

 EMT enormous impact
 MMT  Personalized and content flexible, they are effective

communication tools
 BLG
 With advent of MMS, EMS, WAP & 3G, along with SMS, hype
gets created
Each of the already defined TG segments have substantial internet +

 Trustworthy blogging easily translates to brand confidence
mobile exposures almost daily!
due to perception influence
16
1. Background
17
 Keyword i. Identify keywords that relate to Talwalkars LoB – by
services, products, by technologies used, by benefit
research
accrued.
ii. Line-by-line scrutiny of entire website code to

 Code post- identify specific lines for re-coding for keyword
compatibility
mortem
iii. Re-coding in HTML & server communication control
 Re-code using Ajax protocols.
 Continuous iv. Constant monitoring to identify new relevant

keywords or/and change in relevancy of earlier
improvization
keyword(s)
18
 Search engine accounts on Google® and Yahoo® would be owned by
Talwalkars and would be fully transparent
 Webisdom® would act like Talwalkars’ internal online marketing
team sitting outside
Implementation Road Map
Week 1 Week 2 Week 3 Week 4 onwards…
Campaign Budgeting
SEM Setup
 Budgeting: Sustenance
Activities
Planning the
budget for the
campaign
 Keyword
 KPI Generation:
Formulation: Generate a
Maximizing comprehensive  Augment keyword list
average time on keyword list and
 Re-code website script
site or pages per dividing the list
visit and into ad groups &  Continuous improvization
minimizing campaigns
bounce rate 19
Why You May Want To Choose Webisdom For SEM For Talwalkars ?
[contd.]
In-house Extensive TG- Region-

certified SEM focused specific,
Professionals Keyword multi-topic
Research research
Expertise Alignment Promotion
Efficiency Relevancy relevance
Quicker TAT Response Non-brand
Efficacy Brand-impact keywords
Better
cohesiveness
Dent on
competition
Google® is the # 1 search engine in the world far surpassing Yahoo® and Bing in
proliferation of use.
20
1. Background
21
 Brand buzz
 Brand awareness & recall
 Visitor loyalty
EXTENA
INTERN
AL
VIRTUAL
L
PROPERTIES
 Customizable target group

selection
 Customer education
 Inducing trials
22
 Insertion of high-impact
display signage on relevant
internet properties
Pop-ups Flash™-based content

 Developing a tactical
insertion program as per
requirements & property’s
attributes
 Ensuring continuous and

in-depth analysis
 Executing continuous
improvement/redefinition
Banners Balloons
23
Highest level interest: Websites frequented by
1 the TG with highest level of interest in the product
Middle level interest: Websites expressing

2 moderate interest in the product
Low level interest: Websites expressing low

3 level interest in the product
4 Historical data: Websites which are frequented

by the TG and are generic in nature
24
L
O
Fifa
W Cricinfo F1
O
I P
N T
V I
E O
S N
Forbes T Nytimes S Timesofindi
M a
E
N
T
Flipkart Yahoo Hdfcban

k
25
M
E
D
I
Myspace U iTunes Rbs
M O
P
I T
N I
V O
E N
Citibank S Nasscom S Indiainfolin
e
T
M
E
N
T
Bseindia Americanexpr Secondli
ess fe
26
H
I
G
Techsho Makemytri Tripadvi
H
ut p O sor
P
I
T
N
I
V
O
E
N
S
Citibank Mapsofindi S Ixigo
T a
M
E
N
T
Bseindia Travelmasti Incrediblei

ndia
27
Talwalkars
N LY
N O
IO
R AT
ST
U
ILL
28
N LY
N O
T IO
RA
U ST
ILL
Talwalkars
29
The Talwalkars Group proudly presents Mumbai’s best and newest address in
Talwalkars
world-class leisure Health & Fitness…PRESENTING SOFITEL… THE BEST Health &
Fitness ADDRESS SINCE SOME TIME IN BANDRA KURLA, MUMBAI!!!
N LY
N O
T IO
RA
U ST
ILL
30
If it’s Mumbai, is
there
something
exciting you
may have not
yet looked at?!!
N LY
N O
T IO
RA
U ST
ILL
Talwalkars
31
Talwalkars
Experienc
e
32
Reaching the Continuous
Customers Improvement
Measuring and
Optimizing
 Maximizing Average
Time on Site
 Maximizing Pages per
Visit
 Minimizing Bounce Rate
Daily
Feedback
To optimally correct and
allocate media budget
for one/various
campaigns
33
Talwalkarsding to
the 40/40/20 rule,
on an average, a
direct marketing
campaign’s
likelihood of
success is
determined 40%
by the offer, 40%
by the list or
target it reaches
and 20% by the
creative approach
employed.
 Short Messaging Service
 Multimedia Messaging
 Enhanced Media
Messaging
 Customizable to
geography (up to city-
level), TG-attribute(s) and
of course, the content
34
1. Background
11.intervention – EMT (E-mail Marketing)
35
• SMS
i) Membership alerts
ii) Promotion alerts
iii) M-coupons/vouchers
iv) Promotion alerts
• EMS
i) Multimedia content on property, amenities, promotions, etc.
• MMS
i) Video feeds via Facebook embeds – in real time of group Company and
international properties
• APPS
i) Bespoke applications (downloadable) – map tool, availability finder and m-check-in
ii) Mobile Facebook & Mobile Twitter
36
Reliable Database To Reach
Everyone
Set CMS parameters
Define databases & relations
Receive content
Format content
Dispatch content
Accumulate responses
Respond
Collate, summarize & report
37
S www.talwalkars.net
Health & Fitness
is now redefined M
with tall coming
up at Talwalkars S
Mumbai!!! Enjoy
a whole new
world of good +
times. Avail 10%
discount on First
booking. For
More details
logon to W
www.talwalkars.
net A
P
38
1. Background
11.Intervention – BLG (Blogging/Article Writing )
39
 Value the
customer/prospect
 Thoroughly professional
approach
 Launch details
 Deliver value
 Advance Club-
memberships  Be engaging
 Service offerings  Dare to be different
information  Treat it as a
 Promotion schemes complimentary to the
 Surveys & opinions offline effort
 Contest participation
 Newsbytes
 Alliances
Since a good quality TG segment-specific database is plausibly very

difficult to acquire, content dispatch will be randomized in order to cover
entire spectrum of TG 40
Source: EROI Inc.®
41
Reliable Database To Reach
Everyone
Set CMS parameters
Define databases & relations
Receive content
Format content
Dispatch content
Accumulate responses
Respond
Collate, summarize & report
42
N LY
N O
T IO
T RA
U S
ILL
43
1. Background
44
What Can Webisdom Do For Talwalkars?
 Create high-impact but succinct articles highlighting lineage with

Talwalkars and worldwide business
 Respond to counter-blogs to transmutation negativity (if arising)

and reinforce brand positivity
 Proliferate blogosphere across platforms with positive comments

on launch of Talwalkars and it’s overall impact on – economy,
health & Fitness industry & state of infrastructure
 Create personal blog pages of key management – especially,

marketing & sales
 Institute a TBB Award (Talwalkars Blog Award) for best articles

contributed by TG
45
What Can Webisdom Do For Talwalkars ?
 Create high-impact but succinct articles

highlighting lineage with Talwalkars and
worldwide business
 Respond to counter-blogs to transmutate

negativity (if arising) and reinforce brand
positivity
 Proliferate blogosphere across platforms with

positive comments on launch of Talwalkars and
it’s overall impact on – economy, health & Fitness
industry & state of infrastructure
 Create personal blog pages of key management – N LY

especially, marketing & sales N O
TIO
 Institute a TBB Award (Talwalkars Blog Award) for ST RA
best articles contributed by TG LLU
I
46
1. Background
47
48
 Technology
 User-interface (UI)
 Content
 Visibility
 Integration
 Visual-appeal
49
 Technology
HTML, XML, ASP, Sharepoint™, Flash™, PHP, Apache, CGI
Perl, Web 2.0, interoperable between Vista™ & Leopard™,
easy to modify script, scalable
 User-interface (UI)
Minimal scroll, simple, friendly, quick-load, uncluttered,
interactive, new-tab viewing, easy-to-use-feedback
platforms
 Coantent
Very relevant, impactful, up-to-date, data-driven, user-
statistics, personalized, tightly integrated, knowledge-
bases, dynamic theme-based
50
 Visibility
SEO-updated, SEM-supported, ODA-integrated, SMM-
integrated
 Integration
With content, visibility, relevant external web properties,
corporate website and customer’s personal pages (where
applicable)
 Visual-
appeal
Very high-impact, tightly aligned with product positioning,
theme-based
51
Requirements gathering
Domain booking
Framework designing
Coding
Testing
Beta development
Hosting
Improving & Maintaining
52
 Very high visual impact
 User-friendly
 Deeply interactive
 Minimal form-feeds
 Excellent multimedia elements
 Dynamic content updation
 Well integrated with social media

properties
 Shows membership statistics
 Provides in-depth knowledge bases
 Alignment with product positioning is

very strong
 Intuitive feedback mechanism 53

 Multimedia content on property – infra &
amenities
 Celebrity feedback/inputs
 Knowledge bytes on city-specific

information
 Highlighting Property’s USPs & corporate

lineage
 Press releases repository
 Downloadable company linkages & info

docs
 Quick links to SMM pages – Facebook &

Twitter
 Real-time availability status across all

facilities
 Promotions blitz capture 54

1. Background
55
56
A. Quality of Human Interface:-
Category Education Experience Key Role
Delivery Head MBA from IIM, 05 yrs. Apex point of

[shared resource] Ahmedabad (includes 03 yrs. contact for
International) escalations; project
delivery
Offsite Contact MBA from IIPM, 09 yrs. Client relationship; 1. Cohesive engagement
[shared resource] New Delhi project management 2. Knowledge sharing
3. Minimal
communication gaps
Delivery Team Mix of seasoned content-writing, design, web-analysts and 4. High-impact
SEO specialists overseen by Delivery Head deliverables
5. Definite results
B. Thought Leadership:-
Name Education Experience Key Role
1. Efficient project
Santosh Kumar Sood MBA from IIM, 25 yrs. Strategic Guidance steering
(Ahmedabad) 2. Cross-industry learning
leverage
♠The above are supported by experienced techno-commercial graduate resources from

reputed universities
57
Retail
Durables
Travel/Health
& Fitness
Media
Business
BFSI Process
Outsourcing
Education
58
"Our association with Webisdom has been a very fruitful journey where the
Relationship has been continuously strengthened. Their subject-matter expertise,
quality of execution and rock solid client orientation and thorough ROI-focus makes
them stand apart from many I have known. IFB appliances online effort has been
entirely handled by Webisdom has proven to be a tremendous catalyst in the offline.
Their team is second to none and we look forward to broadening scope of our
business association with them.”
CFO, IFB APPLIANCES
“ We have been working with Webisdom for more than a year now and with
competition in our Industry being fierce, we have always been getting sound advice
from them and they treat our money as their own and are prudent in their spends
the ROI’s are more than satisfactory. Here is wishing Team Websidom the best.”
Vice President, FERNS ‘N’ PETALS
59
Neha Sharma
Chief Business Officer
Email: neha.sharma@webisdom.com
Mobile: +91 97 189 36761
Amardeep Bajpai
Vice President – Marketing
Email:
amardeep.bajpai@webisdom.com
Mobile: +91 99 101 21485
60

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TALWALKARS DIGITAL MARKETING STRATEGY

b. Create a brand buzz

c. Drive guest traffic to the physical + virtual

d. Create a strong dormant interest in TG for the

e. Deepen brand involvement across all TG

2. Webisdom’s competency for this project accrues

a. Domain know-how: Fitness First(in fitness) is prominent

b. Demonstrable Capability: We have, for example, consistently

c. Strong Credentials of Founders: Webisdom has been founded

 TG-SEGMENTATION – profiling by demographics,

 BRAND – online & offline visibility, perception,

 CUSTOMER BASE – continuous augmentation

 CUSTOMER ENGAGEMENT – breadth & depth

 MARKETING PERFORMANCE – optimization &

The Challenge Of Eventually Garnering Keywords Directly On The Brand(s)

 RESPONSE  SEM & BLG

Webisdom®, being a full-fledged digital marketing agency, has expertise

 Nearly 90% of active internet audience checks e-mail daily!

 Within the already defined TG, mobile penetration is >100%

 Article writing & blogging influence psychologically, opinion &

 Marketing communication sent in social context have

 MMT  Personalized and content flexible, they are effective

Each of the already defined TG segments have substantial internet +

ii. Line-by-line scrutiny of entire website code to

 Continuous iv. Constant monitoring to identify new relevant

In-house Extensive TG- Region-

 Customizable target group

Pop-ups Flash™-based content

 Ensuring continuous and

Middle level interest: Websites expressing

Low level interest: Websites expressing low

4 Historical data: Websites which are frequented

Flipkart Yahoo Hdfcban

Bseindia Travelmasti Incrediblei

Define databases & relations

Collate, summarize & report

Since a good quality TG segment-specific database is plausibly very

Define databases & relations

Collate, summarize & report

 Create high-impact but succinct articles highlighting lineage with

 Respond to counter-blogs to transmutation negativity (if arising)

 Proliferate blogosphere across platforms with positive comments

 Create personal blog pages of key management – especially,

 Institute a TBB Award (Talwalkars Blog Award) for best articles

 Create high-impact but succinct articles

 Respond to counter-blogs to transmutate

 Proliferate blogosphere across platforms with

 Create personal blog pages of key management – N LY

Improving & Maintaining

 Excellent multimedia elements

 Dynamic content updation

 Well integrated with social media

 Shows membership statistics

 Provides in-depth knowledge bases

 Alignment with product positioning is

 Intuitive feedback mechanism 53

 Knowledge bytes on city-specific

 Highlighting Property’s USPs & corporate

 Press releases repository

 Downloadable company linkages & info

 Quick links to SMM pages – Facebook &

 Real-time availability status across all