Marketing plan

Goals:
  • Position Over website as the industry leader as an augmented reality platform aimed at highlighting opportunities related to OVR Token.
  • Favor a long-term conversion strategy linked to the use of the app and the time spent by the user on the same.

Definition of Target audience

The general target audiences are man and woman of different age groups. They include:

Financial investor

a type of user who seizes investment opportunities in the purchase of OVRLands and identifies a financial return on them. Has a high educational qualification aged 25 and over and their interests are related to investments and the finance of digital markets.

End-User

the most heterogeneous target including types of users of different age groups, educational qualifications, geographical origin, and interests. The interests to be considered for segmentation are augmented reality and games via app. In this target you can find users interested in purchasing of OVRLands.

Companies

a specific target with a good chance to buy OVRLands, specifically linked to their physical locations, and which see the app as one digital marketing possibility.

Digital Marketer

specific target with a medium-high degree, mainly aged from 25 years over, with interests in the field of digital marketing and advertising. To be taken into consideration as he/she will be able to advice customers to invest in the target company.

Developers

a specific target that falls into subjects with, probably, a medium-high level of education, with a high percentage from 25 years on, with interest in the field of apps, software, gaming, and development. To be considered as a possible content provider for the app.

Digital Marketing Strategy Channels - (RACE -Reach, Act, Convert, Engage)

Digital Marketing Strategy Channels - (RACE -Reach, Act, Convert, Engage)

PHASE 1 / REACH

Content Publication and promotion with the aim of attracting users to Over. The communication means will be as follows:
  1. 1.
    Strategic analysis of the main search keywords related to apps and augmented reality world to assess CPC and setup multilingual ads (Initially English and Spanish);
  2. 2.
    Creation of campaigns on search networks and display networks aimed at the four target groups;
  3. 3.
    Create ads with A/B tests to evaluate performance.
Measurable value: Site visits.

Facebook & Instagram ADS

Setting up multilingual campaigns aimed at:
  1. 1.
    Traffic: bring people to the site or digital stores
  2. 2.
    Engagement: to entice users to interact with content
  3. 3.
    Brand positioning: to make the brand more and more recognizable.
Measurable values: Site visits, app downloads, user interactions with contents.
Listings on specific platforms for advertising on the app and possibility of monetization such as:
  • AdMob: setting up promotional campaigns for the app using channels like Search for Google, Google Play, Youtube, Gmail, and the Google Display Network complementary to Google ADS;
  • InMobi: campaigns focused on use habits of apps downloaded from users;
  • ChartBoost: campaigns focused on target players.
Measurable values: Download of the app.

PHASE 2 / ACT

Publication and promotion of content with the aim of informing users that have already shown interest in Over.
The means used will be as follows:
  • Strategic analysis of collected data and navigation flows;
  • Creation of remarketing campaigns on search networks and display networks addressed to the four target groups;
  • Create ads with A/B tests to assess performance.
Measurable value: Visits to specific site sections, contact acquisition.

Facebook & Instagram ADS

Setting up multilingual campaigns aimed at:
  • Traffic: on digital stores;
  • Engagement: to entice users to interact with targeted content;
  • Lead: acquire data on users.
Measurable values: app download, user interactions with content; contact acquisition.
Advertisement on specific platforms for advertising on apps and the possibility of monetization as:
  1. 1.
    AdMob: arranging promotional app campaigns using channels like Google Search, Google Play, Youtube, Gmail, and the Google Display Network complementary to Google ADS;
  2. 2.
    InMobi: campaigns focused on use habits of the apps downloaded by users;
  3. 3.
    ChartBoost: campaigns focused on the target players.

PHASE 3 / CONVERT

Publication and promotion of content with the aim of piloting the collected users from the ACT phase to a conversion.
The means used will be: Facebook & Instagram ADS Setting up multilingual campaigns aimed at:
  • Traffic: on digital stores;
  • Engagement: targeted content following the download of the app linked to marketplace;
  • Use of the App Events and specific campaigns based on the events completed by users.
Measurable values: app download, interactions of users with the app.
  1. 1.
    AdMob: arranging promotional app campaigns using channels like
  2. 2.
    Search for Google, Google Play, Youtube, Gmail and the Google Display Network complementary to Google ADS;
  3. 3.
    InMobi: campaigns focused on the use habits of the apps downloaded from users;
  4. 4.
    ChartBoost: campaigns focused on target players.
  5. 5.
    Fyber: cost-by-engagement campaigns in order to reward users
  6. 6.
    Unity ADS: revenue campaigns through video insertion. This strategy can be connected to a “rewards” system related to the Over world and therefore to encourage the user to view the advert.

PHASE 4 / ENGAGE

Publication and promotion of useful content for people who are already app users such as:
  • selfie-related to the use of the app and sharing (eg PS Share of Playstation);
  • recording of experience through screen recording and sharing (eg PS Share Playstation).
The means used will be:

Facebook

Setting up multilingual campaigns with the goal:
  1. 1.
    Engagement: targeted content following the download of the app linked to marketplace.
  2. 2.
    Use of the App Events and specific campaigns based on the events completed by users.
Measurable values: user interactions with the app.
Advertisement on specific platforms for app advertising and the possibility of monetization as:
  1. 1.
    Fyber: cost-per-engagement campaigns in order to reward users;
  2. 2.
    Unity ADS: revenue campaigns through video insertion. This strategy can be connected to a “rewards” system linked to the Over world and therefore stimulate the user to view the advertisement.

Direct Email Marketing Support

Sending users targeted emails with weekly promotions:
  • land of the week;
  • experience of the week;
  • discounts coupons at some brands if the experience is lived.

Branding and offline marketing strategy

Local events

Organization of local events targeted in major cities such as Milan, Tokyo, New York, Berlin, London, Sydney, Los Angeles, and Paris aimed at specific segments of the identified public. (Roadshow).

Exhibitions

Attendance at the most important technology-related conventions with public events speaking and demonstrations on the stand, setting up purchase, and virtual simulations experience.

Media Offline

Press releases to traditional media related to brand and innovation technology. Ad-hoc press releases related to blockchain and ICO will be targeted at specific media.

Guerrilla Marketing

Creation of flash mobs in major cities such as Milan, Tokyo, New York, Berlin, London, Sydney, Los Angeles and Paris where they will live experiences by groups of users thus creating attention towards passers-by who will use their Smartphone to highlight the event on their profiles social transforming it into something viral.
Organization of thematic flash mobs within the brand franchises that have become early app adopters and advertisers (eg from Burger King, McDonald’s, Apple Store etc) inviting people to download and use the app to live experiences related to the brand and that will give access to information, discounts or exclusive services.

Influencers

Involvement of YouTubers from different countries belonging to the gaming world who will become app promoters and will highlight the possibilities of play and purchase in the marketplace. Involvement of sports champions or high-level sports teams like testimonials that promote experiences and services related to the use of the app in sports facilities during events.