Reaching out to new markets is essential for growing one’s business. However, that’s always easier said than done. When it comes to manufacturing, the Asian markets are lucrative, but also cutthroat for new entrants. That’s where our latest client needed a media plan with proper targets to improve their outreach in this region.

Client Outlook

The client was a manufacturer of PV technologies that convert ambient light into energy for applications such as lighting and device micro-power. The technology provides a sustainable alternative to various forms of batteries, utilising whatever light source is around to re-energise connected devices. By attaching an ultra-thin layer that generates its own power, small items such as thermostats, keyboards, and digital door locks can generate their own energy.

The client is looking to promote their technology and expand to new markets. They are already positioned in France and the US, but the Asian market is a different matter. This expansion was necessary as the region marks a major stronghold for consumer electronics and manufacturing.

Media Planning

The company needed to understand the paid search competition and volumes across the world, including North America, Europe, and Asia. They especially wanted to gain a better standing in the Asian markets (Japan, Korea, China, Taiwan). This meant looking into the various volumes and interest in the proprietary technology across 15 different markets. The markets then needed to be sorted into their own KPIs.

Next, we needed to perform an analysis of what platform to approach clients through and how. A majority of the company’s work required contact with manufacturers and companies to boost their sales. This meant that LinkedIn was the ideal place for outreach, so we began crafting a messaging plan directed towards clients within the electronics industry.

This meant using available tool stacks and data to create a marketing and sales pipeline for speed and clarity. Ultimately, this would form the basis of an efficient ABM (Account-based marketing) flow that would boost the company’s visibility, leads, and effective conversions.

During our planning, we noticed that the company had very little overlap with its competitors when it came to keyword maps. This indicated that there would be very low competition for our client and that there was a massive opportunity for Google Ads.

Planning & Results

All in all, we created a media plan to understand which markets have better prices and business opportunities. This helped the company capitalise on proper leads and gain a foothold in the region. This data helped them manage and evaluate the most competitive markets to plan resources better and push their messaging in the right direction.

We then created a marketing channel mix for the company and outlined the most essential KPIs for dashboards. This included total clicks, total leads, and ad spend on relevant platforms. In their specific case, we deemed that LinkedIn, Google, and Google Display ads would be the most viable options. The strategy is broken down in the image below:

We implored the company to utilise direct targeting mixed with remarketing on Google and LinkedIn. This would allow them to target the audiences of their competitors and optimise their use of the Google Network. The main aim would be to make the most of the transactional and commercial keywords for sales, while consolidating middle funnel media planning and outreach with navigational keywords. This allowed for the targeting of audiences with the highest intent across European, North American, and Asian markets.

For LinkedIn targeting, we produced a series of job titles that the company could target to enhance marketing ROI. These included the usual suspects, but also more niche and industry-specific titles like Director of Sustainability or Innovation. Such a title can be more relevant to the company’s work.

To conclude, our work fine-tuned the company’s targeting and allowed them to make the most of their platforms. We also refined their demographic research and gave them a viable target within their client base. This research helped them establish a better grounding for future marketing applications and saved them from unnecessary spending.

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