Meet a work – digital advertisement for my previous client – Swiss publishing house – Sandermoen Publishing

Understanding situation

  • Sandermoen Publishing is a subsidiary of Sandermoen Business Management, both Swiss companies located in Zug, Switzerland.
  • Mission: to contribute to lifelong learning by providing quality books about leadership, business, family and relationships.
  • Goals:
    • create advertising campaigns (search & display) for EU in English, German, Russian, including visuals materials;
    • target to countries where the Sandermoen Publishing can deliver books;
    • work without any changes on the website sandermoenpublishing.com despite google page quality;
    • Start from expat segment and sale as many books as possible.

 

  • Limited budget: 200 CHF
  • Client’s CMS – Shopify
  • Integrate and set Google Adwords, Analytics, Search Console
Digital marketing for Swiss Publishing House by Taisiia Berg

Digital marketing for Swiss Publishing House by Taisiia Berg

What was done?

At first I integrated Google Analytics into Shopify system by using piece of code, set account, goals, conversions there. Created Adwords account, set it and connected  with Analytics, the same actions with Search Console.

All settings took 18 hours.

At second step I created texts in English for every book  and website in general, and translated it to Russian and developed a visual row for all books with attention to their’s messages. Such way I covered search and display advertisement.

First our locations were CIS (post soviet countries: Ukraine, Estonia, Lithuania  etc) region to check an interest to our product. The interest was very high but the client can’t deliver printed books there and were decided to target to only EU.

All took 24 hours.

 

The results of digital advertisement

A duration of our campaigns was 6 weeks since 27th of May till 9th of July.

  • Sold books 25
  • Was spent 201 CHF

  • Impressions 2 256 385

  • Clicks 1 977


Read the previous post: Advertising campaign for ballet “Fairy Doll” in Zurich by Vaganova Academy of Russian Ballet.

The Vaganova Academy of Russian Ballet  was founded in 1738 at Saint Petersburg as the ballet school of the Imperial Theatre. It is one of the first ballet academies and of the most prestigious, throughout the ballet history. The pedagogical method developed by Agrippina Vaganova, a dancer, and teacher, is still recognized today as one of the most renown in the ballet world.

Advertising campaign for ballet “Fairy Doll” in Zurich by Vaganova Academy of Russian Ballet. Taisiia Berg

Swiss Stage AG hasn’t own website. Therefore I had to work without Google counter, remarketing, Tag Manager, Google Console.

A budget was restricted by 200 CHF

The goal was to fill the theatre and sell so much tickets as possible. Tickets were sold via third-party website (starticket.ch) – I hadn’t any access to a statistic  of sold tickets.

Results:

  • 3 weeks
  • 3 languages
  • 634K impressions
  • 4509 engagements
  • 203 CHF
  • Sold more 80% tickets = 1200 seats!


Read the previous post: Growth marketing vision. Short working plan for Swiss company

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This is a growth marketing vision for a Swiss company located in Lucerne. It’s a typical strategic plan of marketing activities to start with, based on a minimal budget and focused on a small team. Especially important for startups, because it contains the main steps for business development with the focus on the online actions.

My-Mountains.com Growth Marketing Vision for 2018 by Taisiia Berg, blonde.marketing

  • Founded in 2017 – a new project, no customer base nor partners network yet established – need to solve infamous “chicken and egg problem” to become succesfull
  • Mission: to choose and book unique and authentic mountain experiences with top qualified and selected local experts all year round
  • Goals:
    • create a trusted community marketplace for winter sport professionals and mountain lovers that can upload, search and book unique mountain experiences all over Europe;
    • propose a dynamic booking platform for favorite winter sport or mountain activity, connecting people to sport instructors, guides or other mountain lovers;
    • offer a large choice of unique mountain experiences created by certified, qualified and selected providers.


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Read the previous post: Website and social media strategy for a Spanish consulting company

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In this project client has chosen a template for website. But anyway to customise it, was needed programming resources to change WordPress template. We solved the all programming challenges with integration, plugins, special blocks, menu and etc. All content was provided by client with partial analysis from our side.

After client’s sign off the website, channels, passwords were conveyed to client. Until now client themselves manages and maintains it.

Website and social media strategy for Spanish company. Taisiia Berg. Blonde.marketing

Issues and challenges:

  • Develop a landing page or an easy website (on WordPress platform) with main services to check inside Spain travel and immigrants’ market needs.
  • Deploy PayPal, Visa, Mastercard systems, messengers (WhatsApp, Skype, Viber) & online consultant widget at the website.
  • Deploy SEO, Google Tag manager plugins, crossposting of content from Instagram to the website and Facebook.
  • Integrate the Instagram posts to the website.
  • Create a content plan and launch social media channels in Facebook & Instagram.
Project took 225 hours.

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Read the previous post: How to promote flower shop in 2 different countries?

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This is again a summary of marketing promotion strategy for 2 flower shop in 2 different countries – Switzerland – Zurich & United Kingdom – London.

A summary of marketing promotion strategy for 2 flower shop in 2 different countries - Switzerland - Zurich; United Kingdom - London.

Here I consider as digital channels as well offline or print advertising channels in the context of two countries. This summary was an urgent task wherefore it took 24 h or less.

Let’s clarify some conditions:

  • both flower shops (in Zurich & London) belong to the same chain;
  • this is a new business, no existing customer base;
  • shops offer quick delivery, but does not work 24h;
  • shops operate in upper-high (as they are located in central area), but not a luxury segment;
  • as an outsourced marketer, I have no impact on business development, owner defines feasible price strategy, provides exceptional quality of service, has creative florists and smiling salespeople, etc.

Some recommendations could be implemented at the current moment.


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Read the previous post: Art & Food project. Advertising support of events

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It’s a proposal (without prices)  for a local swiss startup, as an example, how we can help with organisation of events. Overview Product Extraordinary experience by taking part in a dinner with Contemporary art and Modern cuisine.

Place & Duration 12 – 14 Oct. 2017 Park Hotel, Zug, Switzerland.

Goal Sale of 60 places (per day) = 180 tickets.

Market Gastronomy & Contemporary art Segment & Life cycle B2C.

1 time per 6-9 month Price from 145 CHF (4 courses)

Marketing and digital strategy for Swiss startup (art & food). Taisiia Berg. Blonde.marketing

Product:

Extraordinary experience by taking part in a dinner with Contemporary art and Modern cuisine.

Goal:

Sale of 60 places per day = 180 tickets. With price of ticket from 145 CHF (4 courses)


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Read the previous post: Online marketing for e-shop.

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This is results of 1 mouth work. In general, it’s technical tasks deal with SEO, UX and advertising for shop.greenteg.
About product
Heat Flux Sensor and two temperature sensors. This approach is standardized in ISO 9869, ASTM C1046 and ASTM C1155

greenTEG. Overview

About greenTEG AG (Switzerland)
greenTEG AG was founded in 2009 as a spin-off of the Swiss Federal Institute of Technology (ETH). The company develops, manufactures, and markets thermal sensors for heat flux and laser power/position measurements and provides consulting on the thermal integration of its products. Today, greenTEG supplies OEMs as well as scientists in corporate and university labs around the world with its unique products. The greenTEG team consists of 15 specialists in engineering, materials science, physics, and electric engineering. All sensors are fully developed and manufactured in Zurich, Switzerland.


Read about project or here about what was before

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Read the previous post: How to promote hightech product?

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Marketing strategy summary was built for U-Value Kit (measures the insulation quality of a building).

Estimated time – 2 weeks.

Marketing and digital strategy for promotion of heat flux sensors. Taisiia Berg

About product

Heat Flux Sensor and two temperature sensors. This approach is standardized in ISO 9869, ASTM C1046 and ASTM C1155

1. Table Look-up (Building Catalogue)/ U-Value Calculation
There are complex databases containing λ-Values of generic building elements ordered by element material and/or year of construction. With these databases, the U-value of a building envelope (e.g. wall) is calculated by adding all materials contained within the specific element (e.g. specific wall = 20cm concrete + 20cm glass wool). While this method is very simple and quick, it does not produce an accurate U-Value, only an approximation.

2. Thermography (i.e. Infrared imaging)
This approach shows the thermal radiation of an object and produces an image showing spots with higher and lower radiation. It does not produce a U-Value, it just produces an image.

3. Multiple Temperature Measurement
This approach is based on three or more temperature measurements on both inside and outside of a building element. While this approach produces a U-Value, it needs a minimum temperature difference of 10 °C between the inside and outside to work and it is assumend that the thermal boundary resistance is constant.

 


About greenTEG AG (Switzerland)

greenTEG AG was founded in 2009 as a spin-off of the Swiss Federal Institute of Technology (ETH). The company develops, manufactures, and markets thermal sensors for heat flux and laser power/position measurements and provides consulting on the thermal integration of its products. Today, greenTEG supplies OEMs as well as scientists in corporate and university labs around the world with its unique products. The greenTEG team consists of 15 specialists in engineering, materials science, physics, and electric engineering. All sensors are fully developed and manufactured in Zurich, Switzerland.

Read the previous post: Results of usability testing of Trading account (MT4 WebTrader Platform)

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This is a summary of results of usability testing of Trading account (with MT4 WebTrader).

Results of usability testing of Trading account (MT4 WebTrader Platform). Taisiia Berg

This UX research was provided according to Nielsen Norman Group methodology and has shown that ordinary users (beginners. The stage of design of trading account in 2016) don’t understand how to trade with WebTrader.

And the part deals with WebTrader in the trading account should be redesigned.


I’ve organized every stage of testing including recruiting of users.

Whole testing & analysis of results were provided by myself.

All preparations took 1 month + 4 weeks testing + 2 weeks analyzing.
working 40h/week, total time 400h

Read the previous post: How 500€ campaign generated 90 000€ revenue in 2 months?

Digital advertising of Luxury goods. This is an example what I can do using only Google Adwords & Analytics. Without remarketing & DNS (Settings is being completed)

A client is a chain of offline luxury boutiques with online shop.

How 500€ campaign generated 90 000€ revenue in 2 months? Digital advertising. Taisiia Berg

How 500€ campaign generated 90 000€ revenue in 2 months? Digital advertising. Taisiia Berg

Conditions:
Duration – 2 months (Luxury segment)
Daily budget 8 €
2 months budget 426 €
13 groups with 5 ads in each
Location – Russia & CIS
Context advertising & Display ads
Without remarketing & Google shopping

Result:
Real orders 586.
30% orders reached by advertising
Every order reached by advertising costs 170 Rub = 2.7€
CTR ~ 3,5%; Avg.CPC ~ 0,12€ = 7,76 Rub
Average order value = 500€
Avg. quantity orders in a day 9
Impr. = 91 259


Pay attention this results without labor cost.
The first setting takes 1-2 week (40h), after that, I check it with real ads. On the second step, I improve the setting and start global (or large region) advertising campaign (PPC).
I spend 1h in a day for a week to support and update + 2h to communicate with client and report. During 8 weeks of the advertising campaign, in general I spend 56h + 40h (on the first step).

Read the previous post: Mobile app promoting strategy

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