Marketing Plan Prepared by: Jacob Larsson
MOC.YTILIBOM YBLE
ELBY MOBILITY
Key Takeaways:
Things to Discuss
Goals, Objectives, Strategies Buyer Personas Content Initiatives & Strategies Key Timelines Marketing Budget
ELBY MOBILITY
Goal, Objective, Strategy, Tactics Goal
Objective
Elby achieving a $7.5 million
Sell 3000 Elby Bikes in 2021 (B2C and B2B)
company by the end of this year.
Strategy
Tactic
Get in the face of the right customers at the right time (B2B
Using a combination of Digital Marketing and
Dealers and B2C end users). With the launch of our new bikes releasing this year we will be entering other segments of the E-Bike market that will allow us to capitalize on different types of consumers.
ELBY MOBILITY
Advertising as well as using the “Riches are in the Niches” approach and advertising to end users and dealers in various Electric Bike and Cycling Magazines.
Buyer Personas (Ideal customers/Bike)
Anika Sherwood
Molly Bradshaw
Matthew Fromman
Ideal Bike: Urban Cruiser
Ideal Bike: Elby Step S2
Ideal Bike: Urban Crit
Looking for the latest and greatest tech for
Looking for an electric bike that meets her needs
Looking for affordable ebike option that allows him
her favourite hobbies.
and wants in her older age
to commute in the busy streets of Toronto.
Molly is an outdoor lover and firm believer in
Matthew is a Toronto University student
latest and greatest technology in all her favourite
reducing carbon emissions in the world. She
who is looking for an affordable means of
hobbies. She resides in California and was not
was once an avid biker but in her older age
transportation through the city.
interested in cycling until covid inspired her to
she is looking for something more
look for more active transportation alternatives.
ergonomic.
Anika is a technology lover and looking to own the
Buyer Persona - Elby
Matthew Fromman
Age: 25 Relationship Status: Single Income: $45,000 Location: Toronto Occupation: University Student Goals: Be the best and own the best, Always looking for new ways to stay active, Travel.
Motivation: Motivated to be the best at everything he does and to own the best products.
TV Shows: Only watches TV for sports and opts for Netflix, Disney +, and YouTube to consume video.
Bio: Matthew is a highly motivated university student who expects the best out of himself and the products he consumes. His life revolves around his education and his friend group. He is a business major at the University of Toronto so his looks and appearance are highly important to him. His busy life involves travelling across the city everyday.
Music: Indy, Rap, Hip Hop, Rock, Throw backs
Communication & Technology: Matthew prefers Text messages as he is always on the go and enjoys owning the latest iPhone, Sports Tech, Apple watch. Top Used Apps: Instagram, Facebook, Snapchat, TikTok, Apple Fitness, YouTube
Shops at: Apple, Calvin Klein, Roots, Walmart, Starbucks Hobbies, Interests & Passions: Sports, Fitness, Traveling, Business networking events Dislikes: Public Transit, Waiting, Late night classes, Cancelled plans Ideal Elby Product: Urban Crit, the Urban Crit is an affordable product for Matt as he is on a tighter budget do to being a university student. It also cures one of his major dislikes of public transit, the design also co-aligns with his love of owning the latest and newest products.
Buyer Persona - Elby
Molly Bradshaw
Age: 60 Relationship Status: Married Income: $90,000 Location: California Occupation: Head of HR Goals: Stay active and adventure with her husband since they are close to retirement.
Motivation: Being able to do the things she loves no matter her age. Keeping active with her husband and starting to adventure more now that they are close to retiring. Reducing her carbon footprint.
TV Shows: Music: 70's, 80's, 90's, Todays Top Hits,
Bio: Molly is a hard working women who has been in the business industry for a long time. She works hard so she can play hard and tries to stay active even as she gets older. In her older age she understands the importance of reducing her carbon footprint and wants to find alternatives to her every day vehicle.
Hobbies, Interests & Passions: Traveling, Activities with her husband (curling, bowling, skiing)
Communication & Technology: Molly prefers email/call as that is what she is used to from working in a corporate environment.
Ideal Elby Product: Step S2, The Step S2 will provide Molly with a sleek step through design that is ergonomic not only for her but also her husband. No matter their age the S2 will always meet their needs with ease of use and comfortability.
Top Used Apps: Facebook, Business Insider, LinkedIn
Shops at: Lulu Lemon, Eddie Bauer, Marshals, Winners, Local boutiques
Dislikes: The thought of not being able to do something do to her age, Travel ban, Activities she cannot do with her husband
Buyer Persona - Elby
Anika Sherwood
Age: 35 Relationship Status: Single Income: $75,000 Location: Vancouver Occupation: Marketing Professional Goals: Finding transportation alternatives to avoid congested travel.
Motivation: Having the latest and greatest technology.
TV Shows: Music: Rap, Hip Hop, R&B
Bio: Anika is a technology lover and looking to own the latest and greatest technology in all her favourite hobbies. She resides in California and was not interested in cycling until covid inspired her to look for more active transportation alternatives.
Shops at: Lulu Lemon, Winners, Pandora, Sport Chek, Footlocker, Nike
Communication & Technology: Text messages, DM's, Snap Chat
Dislikes: Anything that inconveniences her, Technology not meeting her needs (laggy, glitching)
Top Used Apps: Facebook, Instagram, Snapchat, LinkedIn, Twitter
Hobbies, Interests & Passions: Eating out, going out with friends, sports, following the latest trends
Ideal Elby Product: Urban Cruiser. The Urban Cruiser will fit her need of wanting the most up to date product and meet her needs of not being an inconvenience.
Digital Marketing ELBY MOBILITY | ELBYMOBILITY.COM
Includes: Facebook/Instagram, Google, LinkedIn, Media (Magazine + Website), Email Marketing
Facebook (B2B/B2C) Goal: Creating an effective sales funnel that hits and filters users to each stage. Top of the Funnel - Brand Awareness: These ads will be created and targeted to the top states in the US for E-Bikes and all of Canada into two separate campaigns. We will use two different ad sets (Video, Image). Targeting: Age: 25-64 Locations: US & CAD Users interested in: Electric Bike, Electric Bikes, Bike Commuters, Electric Vehicles, Electric Hybrids, Plug-in Hybrids, Tesla, Electric Bicycle, Bicycle, Sustainability, Environmental Sustainability, Trek, Giant Bicycles, Electric Motor, Green Vehicle, Electric Car, City Bikes, Battery Electric Vehicle
Reasoning: The logic behind using both a video and image ad set it to determine which advertising method is more effective with the users we target. With a video campaign we will be able to retarget anyone who watches a certain % of the video into the next stage of the funnel and anyone who interacts with the image ad (click, like, share, comment, tag friend) we will also be able to retarget to the next stage of the funnel.
Facebook (B2B/B2C) Goal: Creating an effective sales funnel that hits and filters users to each stage. Middle of the Funnel - Lead Form:
Reasoning:
The middle of the funnel will come from a
The middle of the funnel is where we will
combination of Targeting and retargeting from
give a name and face to the users from
collected data (Data from Facebook Pixel, users
our brand awareness campaign, this will
who interact with social media, users who
be targeted at users who have shown an
interacted with an ad, users who watched a
interest in the Elby brand and entice them
video).
to sign up for our email newsletter. Those
This will ensure those who see the "Lead Form"
who sign up for the newsletter can then
ads are qualified users and will be interested in
be considered qualified to move to the
Elby content and qualified to bring to the next
next stage of the marketing funnel.
and final stage of the funnel
Facebook (B2B/B2C) Goal: Creating an effective sales funnel that hits and filters users to each stage. Bottom of the Funnel - Conversions: Conversion ads will be for users at the bottom of the funnel ready to purchase. The ad will target users that are interested in electric bikes and also retarget the users that have been filtering through our Marketing Funnel.
Reasoning: The conversion campaign is the most important campaign type as it is the ad that will convert a lead into a customer.
Facebook Ads Key Timeline Campaign Launch Months
March/April
June/July
June/July
August - December
Sell off single speed Elby
Brand Awareness
Lead From ads, we will
This is when we will
Campaign launched
also launch the Lead
launch the conversion
with the new Elby bikes
Form ads on the same
campaigns focused on
at the forefront of the
date so those
the sales of the new
ad.
interested in the new
Elby product.
S1's. Use the above mentioned plan and develop a marketing funnel for single speeds. We can use the data generated from this and use it when the new Elby products release later in the year.
products we can stay on top of via email and retarget them on launch day with
ELBYMOBILITY.COM
conversion ads.
Facebook Ads Budget Budget Brand Awareness - $100/month Lead Generation - $100/month Sales Campaign - $400/month Total: $600/month *Will adjust budgets accordingly depending on campaign performance. ELBY MOBILITY
Google Ads
Google Ads Goal: Use Google Smart Shopping to auto target the right users ready to purchase now. With Smart Shopping campaigns, your existing product feed and assets are combined with Google’s machine learning to show a variety of ads across networks. Our systems will pull from your product feed and test different combinations of the image and text you provide, then show the most relevant ads across Google networks, including the Google Search Network, the Google Display Network, YouTube, and Gmail. In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.To help you get the best value from each ad, Google also automates ad placement and bidding for maximum conversion value at your given budget.You can create up to 100 enabled or paused Smart Shopping campaigns in your Google Ads account. In order to maximize performance, Google recommends that you consolidate your Smart Shopping campaigns and only create separate campaigns when necessary due to business requirements (e.g. different ROAS goals for different parts of your product inventory).
Google Ads - Key Timeline Campaign Launch Dates
February/March
March/April
Continue Through Year
New Product Launch Date
Setting up "Google
Google Smart
Merchant Center" this is
Shopping Campaign
We will keep the Google
When the new Elby
the virtual shop that
with the focus of selling
Smart Shopping
Products launch we will
Google will use to
off the Elby S1 Single
Campaigns running
create smart campaigns
advertise our products
Speed Bikes. This will
through the year and
specifically for each of
to consumers
also allow us to start
monitor how well they
the products, and with
perform. The CPA will be
the data from the
the key metric to
existing campaign we
consider as that is how
will have a better idea as
much we are spending
to what results to
per sale.
expect.
building data on our Google ads accounts we can use in future campaigns
Google Ads Budget Budget Google Smart Shopping Campaigns Monthly budget: $3000 Campaigns: 4 (single and nine speed US+CAD) $2000 for US, $1000 for Canada Total Cost/year: $30,000
ELBYMOBILITY.COM
ElbySocial@gmail.com
Email Marketing Goal: Have a large segmented B2B + B2C email list (5000 users by the end of the year) Content:
Promotions: Email Marketing is the highest
Fan Fridays: This is a fun segment that we are currently
converting social channel (15% conversion rate
doing every week. It is engaging for our selected Elby
as of 2020) so running promotions to these
superfan seeing themselves on social media for a brand that
users who have signed up for the Elby
they love, it is also good to get this type of content on the
newsletter will be something we push with the
eyes of potential buyers to hopefully persuade them to
release of new product, be it bike or accessories.
purchase. This content style is also great for us because it
Initiatives to grow the Email list: The best ways
gives us insights as to who are target market is, who really is
to increase the Lead List for Elby is going to be a
buying the Elby bike and who are these Brand enthusiasts
combination of contest that will be run in house
that want to get involved with Fan Friday?
and from the two bicycle magazines we are
Tech Tips: This content is highly engaging for already
going to deal with this year. We will also run lead
existing Elby customers. This content style also displays a
form ads targeted at users interested in the Elby
good sense of customer service and on-going support for
bike and add those users to our mailing list.
the Elby brand.
Email Marketing Goal: Have a large segmented B2B + B2C email list (5000 users by the end of the year) Dealer/Consumer Blasts: Bicycle Retailer has a newsletter blast in which they send 2500 independent or chain retail stores information about becoming a dealer as well as Dealer + Consumer. This will be something to take advantage of near the release of the new Ebikes and on the launch of the new Electric Bikes. Giveaways (Newsletter sign ups): A contest/giveaway is one of, if not the best way to entice people to sign up for a email marketing list. The user will fill a form to submit an application to apply for the giveaway and will be added to our email marketing list via Hubspot. This will also be run through Canadian Cycling Magazine and Bicycle Retailer doing contest giveaways for us and confirming they will share the sign ups with us to input on our own CRM tool for further email marketing efforts.
Email Marketing - Key Timeline Mailing Types and Schedule
Weekly Newsletter
Promotions
New Bikes Hype
Every Thursday this is a
I.e buy one get one free,
Building hype for the
newsletter that is sent
discounts, etc we will
new bikes releasing later
out that covers all of
advertise through our
this year to our already
email marketing, We can
existing
also use promotions as
customer/subscriber list.
the content that was created throughout the week with a "Purchase" button at the very top of the email chain.
an enticing way to get users to sign up for our newsletter.
Email Marketing Email Example:
Promotion Type
Clean Image
Clear Headline
Purchase Now Button
Email Marketing What a successful email blast looks like
High Open Rate
High Click Rate
Email Marketing Budget Email Marketing Budget Costs: Hubspot CRM: $76.41/month Cost per additional 1000 users $21.23 Goal: 5000 Users End of Year subscribed to email Newsletter. Total Estimated cost/month = $161.33 CAD Total Cost/Year: $1935.96
ELBYMOBILITY.COM
Info@elbymobility.com
CRM
Hubspot Managing User Inquiries and storing customer/user information in our Customer Relationship Management Tool
Hubspot is the tool that we will continue to use in
This is an effective tool to have as it
combination with our Marketing efforts. Any time a
allows us to email blast users depending
customer has a question, signs up for our
on what they are segmented into
newsletter, or makes a purchase we will be able to
(potential buyers receiving purchase
upload them to our CRM and segment them
emails, while existing customers receive
accordingly.
Tech Tips for example). It is also a good way to stay up to date on inquiries.
Hubspot Landing Pages Hubspot also allows us to create custom landing
Landing page creation is another useful tool we
pages and forms that can create further leads and
have access to in Hubspot. It can be used as a way
allow us to measure how effective something may
to get certain users onto a landing page that is
be. For example on the website there is a form pop
relevant to them, for example a Dealer sign up page.
up that is created to entice people to sign up for the
This is a landing page created specially for users
newsletter, it is going to keep generating us free
who own a shop and are intersted in carrying the
leads from users who visit our website (or any page
Elby brand.
associated with our website). This has already been launched and will continue to run.
Hubspot Subscribe Form Pop Up This is used to capture new leads of users
SUBMISSIONS VIEWABLE ON HUBSPOT
who are NOT currently in our CRM tool. It targets users who visit our website and incentivises them to sign up for our mailing list.
Hubspot Custom Landing Page New Dealer Acquisition This is a custom landing page created for the acquisition of new dealers. Here they can provide their contact information, address, and shop name.
Hubspot Custom Landing Page Fan Friday Submissions This is a custom landing page created for the acquisition of new Fan Friday posts. This is great content for us
Media (Magazine)
Media Canadian Cycling Magazine + Bicycle Retailer Both these Magazine/Digital companies will help us achieve our goals of brand awareness and spreading information for both B2B and B2C Marketing.
Bicycle Retailer Campaigns Spring Launch Package 2 page ad and 1 minute gear video $5500 Give away contest - $2500 Email Blast to dealers - $2500 Email Blast to dealers (Bike Launch) - $2500 Full page Ad (Ride share program) - $2886 Total Cost: $15,886 *(Rep attempting to decrease price)*
Bicycle Retailer Campaign Timeline Campaign Launch Dates
April 2021: Spring Launch Package
May 2021: Ride Share Ad
July 2021: Email Blast to Dealers
August 2021: Email Blast to Dealers (Launch)
August 2021: Giveaway Contest
This will be a newsletter blast
This will be a follow up email
Giveaway for new product
This can be a good opportunity
This will be an ad targeted on the B2B side. Bike shop owners
to 2500 independent bike shop
and City decision makers will
owners subscribed to Bicycle
be the key audience for this ad.
Retailers mailing list. We will
to promote the single speed and sell the remaining inventory, it also goes hand in hand with the Google Smart shopping campaigns that will be launching around then. ELBYMOBILITY,COM
blast them 1 month before our product launch to give them time to learn more about the product as well as pre-order. We will be the only company featured on the email blast.
blast one month after the initial to let dealers know that our product is now available for purchase
when the bike launches to build hype as well as increase our own mailing list to push purchases for new product.
Canadian Cycling Campaigns Display Ads:
Content:
Canadian Cycling Campaign Timeline Campaign Launch Dates
Contest Giveaway Bike Launch
March/April 2021:
Bike Launch
Buyers Guide Magazine release,
When the new bike launches
Website Advertising (general
there will be a 48 hour website
Similar to Bicycle Retailer's
takeover in which every ad that
contest giveaway Canadian
is displayed on Canadian
Cycling Magazine will also run
Cycling Magazine is Elby.
one for us expanding our lead
.
list for email marketing efforts
advertising Campaign)
as well as using the list for digital marketing efforts (Facebook lookalike audiences and targeting with ads) ELBY MOBILITY
August/September
Holiday/Christmas
Canadian Cycling Magazine electric bike issue releases and we will be featured. This is great for us as it aligns with when our new bikes will be releasing.
TBD
Canadian Cycling Magazine - Budget Costs Costs: General Advertising (Website ads) - $8000 Bike Launch 48 hour website takeover - $2500 Print Magazines - $4400 Total Cost: $14,900
ELBY MOBILITY
Info@elbymobility.com
Overall Cost Costs Canadian Cycling Magazine - $14,900 Bicycle Retailer - $15,886* Google Ads - $30,000 Email Marketing + CRM - $1936 Facebook - $6000 Total Cost: $68,722
ELBY MOBILITY
Info@elbymobility.com
Task List
Set up Merchant Center
Draft Google Smart Shopping Campaign
Facebook Ads setup
Link the Google Merchant Center
Create a Google Smart Shopping
Copywriting ready for the
with our Google account so our
Campaign on Google ads that
Facebook Ads campaigns.
products are all connected to our
promotes sales to the Elby Single
business.
Speed.
Ads drafted for Magazine print
Bicycle Retailer and Canadian Cycling Web ads
Unprecedented Events
what we want on our ads. Start
Meeting with both parties about
we will add more things to the
planning what we want our ad to
when we will be running online ads
marketing plan over time. When this
look like in magazines.
on their sites. Also creating the ads
happens we will add it to the overall
that will run.
report and plan accordingly.
Have Matt Finbow assist us with
Getting the videos, Images,
Thing will come up and I am sure
Marketing Report 2021 Prepared by Jacob Larsson
Important Links Key Links
Market Trends Report Read Now
2021/2022 Full Product Catalog
Emtech Service Tool Introduction
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