E marketing building electronic marketing strategy for angiangtrek brand

VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND LAW - - E-MARKETING BUILDING ELECTRONIC MARKETING STRATEGY FOR ANGIANGTREK BRAND Lecturer : Mr Nguyen Quang Hưng Teaching Assistant : Mr Tran Nhat Minh Group Number : A1 Name Student ID Role Le Thi Hong Xuan K204110591 Leader Hoang Ngoc Thao Duyen K204110559 Member Nguyen Ngoc Tham K204111787 Member Le Bui Quynh Nhu K204111784 Member Pham Ngoc Tram K204111790 Member Ho Chi Minh, December 2022 THANK YOU First of all, A1 group would like to express our sincere thanks to Mr Nguyen Quang Hung - instructor of the course "Electronic Marketing" Thanks to the enthusiastic teaching and dedicated guidance from the teacher, A1 group has acquired a lot of useful knowledge, which serves as the basis for implementing the project and as well as future career orientation We are very appreciative and grateful for the knowledge and efforts that you have given us during the last semester Besides, throughout the course of implementing the project, our group also learned many new things, especially about planning and emarketing campaigns for personal brand In the process of completing the topic, the group also inevitably made mistakes Group A1 is looking forward to receiving your comments and suggestions so that we can complete this project as well as draw useful experiences for each member of the group Once again, our team sincerely thank you and wish you good health, always succeed in your teaching path Group A1 Page | TABLE OF CONTENTS IMAGE LIST TABLE LIST 11 CHAPTER 1: INTRODUCTION 12 1.1 Problem 12 1.2 Reason for choosing the topic 13 1.3 Business overview 13 1.3.1 General introduction 13 1.3.2 Vision 14 1.3.3 Mission 14 1.3.4 Core value 14 1.3.5 Future direction 15 1.3.6 The brand identity 15 1.3.7 Contact information 17 1.4 Product 17 1.5 Brand Analysis 19 1.5.1 SWOT Model 19 1.5.2 SWOT Matrix 20 1.5.3 Unique selling point (USP) 21 1.5.4 Business Model 22 CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT 23 2.1 Market understanding 23 2.2 Targeted customer 25 2.2.1 Who - Who are they? 25 2.2.1.1 Demographic 25 2.2.1.2 Customer behavior 26 Page | 2.2.1.3 Customer psychology 26 2.2.1.4 Insight 27 2.2.2 What - What they want to find in Angiangtrek? 28 2.2.3 When - When will customers book a tour? 29 2.2.4 Where - Where your customers reach you? 29 2.2.4.1 Physical store 29 2.2.4.2 Sales and communication channels 29 2.2.5 Why - Why must the customer choose Angiangtrek? 30 2.2.6 How - How visitors find you? 31 2.2.6.1 How customers approach? 31 2.2.6.2 How to measure effectiveness? 31 2.3 Competitor analysis 32 2.3.1 Bitour 32 2.3.2 Itrek 41 2.3.3 Thamhiemmekong 48 2.3.4 Dala Travel 54 2.4 Media review 61 2.4.1 Marketing strategy 61 2.4.1.1 Product strategy 61 2.4.1.2 Pricing Strategy 61 2.4.1.3 Distribution strategy 61 2.4.1.4 Promotion strategy 62 2.4.2 Owned media channel 62 2.4.3 Staff 62 CHAPTER III: OVERVIEW OF THE COMMUNICATION PLAN 63 3.1 Campaign overview 63 Page | 3.1.1 Media ideas 63 3.1.1.1 Idea analysis 63 3.1.1.2 Idea list 63 3.1.1.3 Concept bulding 64 3.1.1.4 Campaign proposal 65 3.1.2 Campaign message and target audience 65 3.1.2.1 Target audience 65 3.1.2.2 Campaign message 65 3.2 Executing method 66 3.2.1 Reason to choose 66 3.2.2 Tools to support 68 3.2.3 Estimated budget 68 3.3 Execution plan 70 3.3.1 Overview of the implementation plan 70 3.3.2 Detailed execution plan 72 3.3.2.1 Facebook 72 a) Brand story 72 b) Overview of Fanpage Angiangtrek 72 c) Objectives 73 d) Long-term plan (5-10 years) 73 e) Short-term plan 74 f) Job assignment 75 g) Detailed post 76 3.3.2.2 Instagram 79 a) Objectives 79 b) Implementation 80 Page | 3.3.2.3 Seeding 81 a) Goals 81 b) Seeding implementation plan 83 3.3.2.4 Email marketing 92 a) Objectives 92 b) Collect customer email data 93 c) Target customers receive emails 93 d) Planning for email marketing 93 3.3.2.5 Landing page 95 a) Objectives 95 b) Plan 98 CHAPTER 4: IMPLEMENTATION OF THE COMMUNICATION PLAN 101 4.1 Campaign implemetation 101 4.1.1 Facebook Channel 101 4.1.2 Instagram Channel 122 4.1.3 Seeding 130 4.1.4 Landing Page 135 4.1.5 Email marketing 139 4.2 Campaign review 142 4.2.1 Facebook Channel 142 4.2.1.1 Achieved result 142 4.2.1.2 Future orientation 146 4.2.2 Instagram Channel 147 4.2.2.1 Achieved result 147 4.2.2.2 Future orientation 150 4.2.3 Seeding 150 Page | 4.2.3.1 Achieved results 150 4.2.3.2 Future orientation 152 4.2.4 Landing Page 152 4.2.4.1 Achieved result 152 4.2.4.2 Future orientation 154 4.2.5 Email marketing 154 4.2.5.1 Achieved result 154 4.2.5.2 Future orientation 157 CHAPTER 5: SUMMARY 158 5.1 Advantages 158 5.2 Disadvantages 158 5.3 Solutions 158 REFERENCES 159 Page | IMAGE LIST Figure 1: Logo 13 Figure 2: Main color of the brand 16 Figure 3: Light background logo and dark background logo 17 Figure 4: Business Model 22 Figure 5: Understanding the market 23 Figure 6: Target customers 25 Figure 7: Customer Insight 27 Figure 8: Reasons to travel 28 Figure 9: Time to travel 29 Figure 10: Leading social media platforms in VietNam in Q1 2021, by generation 66 Figure 11: Angiangtrek fanpage 72 Figure 12: The 1st post on Facebook channel 101 Figure 13: The 2nd post on Facebook channel 102 Figure 14: The 3rd post on Facebook channel 103 Figure 15: The 4th post on Facebook channel 104 Figure 16: The 5th post on Facebook channel 105 Figure 17: The 6th post on Facebook channel 106 Figure 18: The 7th post on Facebook channel 107 Figure 19: The 8th post on Facebook channel 108 Figure 20: The 9th post on Facebook channel 109 Figure 21: The 10th post on Facebook channel 110 Figure 22: The 11th post on Facebook channel 111 Figure 23: The 12th post on Facebook channel 112 Figure 24: The 13th post on Facebook channel 113 Figure 25: The 14th post on Facebook channel 114 Figure 26: The 15th post on Facebook channel 115 Figure 27: The 16th post on Facebook channel 116 Figure 28: The 17th post on Facebook channel 117 Figure 29: The 18th post on Facebook channel 118 Figure 30: The 19th post on Facebook channel 119 Page | Figure 31: The 20th post on Facebook channel 120 Figure 32: The 21st post on Facebook channel 121 Figure 33: The 22nd post on Facebook channel 122 Figure 34: Official Instagram Channel of Angiangtrek 122 Figure 35: The 1st post on Angiangtrek page in Instagram 123 Figure 36: The 2nd post on Angiangtrek page in Instagram 123 Figure 37: The 3rd post on Angiangtrek page in Instagram 124 Figure 38: The 4th post on Angiangtrek page in Instagram 124 Figure 39: The 5th post on Angiangtrek page in Instagram 125 Figure 40: The 6th post on Angiangtrek page in Instagram 125 Figure 41: The 7th post on Angiangtrek page in Instagram 126 Figure 42: The 8th post on Angiangtrek page in Instagram 126 Figure 43: The 9th post on Angiangtrek page in Instagram 127 Figure 44: The 10th post on Angiangtrek page in Instagram 127 Figure 45: The 11th post on Angiangtrek page in Instagram 128 Figure 46: The 12th post on Angiangtrek page in Instagram 128 Figure 47: The 13th post on Angiangtrek page in Instagram 129 Figure 48: The 14th post on Angiangtrek page in Instagram 129 Figure 49: The 15th post on Angiangtrek page in Instagram 130 Figure 50: The 16th post on Angiangtrek page in Instagram 130 Figure 51: The 1st seeding post 131 Figure 52: The 2nd seeding post 131 Figure 53: The 3rd seeding post 132 Figure 54: The 4th seeding post 132 Figure 55: The 5th seeding post 133 Figure 56: The 6th seeding post 133 Figure 57: The 7th seeding post 134 Figure 58: The 8th seeding post 134 Figure 59: The header of the Landing page main 135 Figure 60: The brief introduction about brand 135 Figure 61: The experiences and benefits of customers 136 Page | Figure 62: Introduction of tours 136 Figure 63: Customers review 136 Figure 64: Customer information collection 137 Figure 65: Footer of the Landing page main 137 Figure 66: The header of the Landing page 138 Figure 67: The message of Angiangtrek to convey during Tet Campaign 138 Figure 68: Footer of landing page 138 Figure 69: Title of the first email marketing 139 Figure 70: The head of the first email marketing 139 Figure 71: The head of the first email marketing 140 Figure 72: The footer of the first email marketing 140 Figure 73: The head of the second email marketing 141 Figure 74: The body of the second email marketing 142 Figure 75: Facebook Page Reach 142 Figure 76: Facebook Page Visit 143 Figure 77: Facebook Page Followers 143 Figure 78: Potential audience 144 Figure 79: Potential audience 144 Figure 80: Number of people reached 144 Figure 81: Views of reels 145 Figure 82: Number of interactions 145 Figure 83: The most effective natural article 145 Figure 84: Articles with the most reach 146 Figure 85: Instagram Page Reach 147 Figure 86: Instagram Page Visits 147 Figure 87: Potential audience on Instagram 148 Figure 88: Number of people reached 148 Figure 89: Number of interactions 149 Figure 90: Views of reels 149 Figure 91: The most effective natural article 150 Figure 92: Seeding post on Voz 151 Page | successful in capitalizing on the upward trend of video footage In particular, the reach has achieved 119% efficiency when compared to the initial KPI set in phase engagement As a result, Angiangtrek should continue to promote short videos in order to increase post reach as well as Fanpage reach Figure 81: Views of reels Figure 82: Number of interactions In the image above, it can be seen that taking advantage of the reel clip has helped the fanpage achieve quite large post interactions, specifically 1.3K on 22 posts on Fanpage Figure 83: The most effective natural article Out of a total of 22 posts: Page | 145 - Reach: the highest is 2k3 people, the lowest is 86 people - Likes and feelings: the highest is 89, the lowest is 14 - Comments: the highest is 34 comments, the lowest is - Shares: highest 4, lowest Figure 84: Articles with the most reach Regarding the effectiveness of the articles, the most effective post is the reel that combines the mysterious scenery of the Nui Cam and the soundtrack of the movie "Goblin" The reason for this may be that this is a very good combination of both the scene and the music, which partly enhances the beauty of the Forbidden Mountain and the viewer's fluctuations in front of this magical scene 4.2.1.2 Future orientation From the figures obtained by Meta Business Suite, we can see the first successes of Angiangtrek's Facebook communication channel The brand will try to take advantage of what drives the growth of the media including keeping and developing the current concept, regularly uploading reel clips, However, if the follower does not meet the initial KPI, the brand should find ways to optimize the content that the brand wants to convey to the audience for the best effect Page | 146 to attract more followers on the special fanpage especially from potential customers of the brand 4.2.2 Instagram Channel 4.2.2.1 Achieved result After months of developing the channel and running the campaign, here are some results that the Instagram channel obtained based on the Meta Business Suite analytics tool: Figure 85: Instagram Page Reach Instagram reached 502, achieved the set goal even though the campaign is not over yet This shows that Angiangtrek is gradually attracting new customers Figure 86: Instagram Page Visits The number of visits to Angiangtrek's personal page is 323 The highest peak is in the most recent post It was a post about tours in early 2023, showing the great interest of customers in this product and service This is a very successful step in Angiangtrek's campaign Page | 147 Figure 87: Potential audience on Instagram The most followers of Angiangtrek are between 18-24 years old Instagram really hasn't reached Gen Y much yet, but the majority of users in Ho Chi Minh City are already close to the target audience that the brand has set out Figure 88: Number of people reached Although the number of subscribers to the channel is not really impressive, the promotion of reels on the channel has helped the channel bring in a large number of reach With nearly 500 people reaching articles, it can be seen that the average number Page | 148 of people reaching articles per media file or per content format is the highest with videos and movies Figure 89: Number of interactions Through 16 posts on Instagram, the channel has received 220 interactions On average, each post receives the same interaction between 13 - 26 Figure 90: Views of reels Although it is in phase 2, Angiangtrek's Instagram followers are still low, and the interaction is not high This may be because the content is not attractive, in terms of images, it is still not eye-catching Moreover, this is the first time Angiangtrek is active on Instagram, so it has not been exploited and made the most of the tools to attract others However, there is still a bright spot that the articles have reached nearly 400 people who not follow Angiangtrek on Instagram When combining Reel on Instagram with Page | 149 Facebook, the number was extremely impressive: more than 1.6 thousand views in just a few days Figure 91: The most effective natural article Out of a total of 16 posts: - Reach: the highest is 172 people, the lowest is 28 people - Reactions: the highest is 33, the lowest is - Comments: the highest is comments, the lowest is - Shares: highest 1, lowest 4.2.2.2 Future orientation Business faces many difficulties in creating awareness and attracting potential customers Through the above issues, Angiangtrek will discuss and propose solutions to develop the channel more in the future: - Building Angiangtrek's image according to a concept, the posts will be consistent, focus on images, and short clips properly - Use Story highlights to make it easier for customers to learn about your brand - Actively use Reel on Instagram and attach hashtags on each post to spread the word - Pay attention to posting times: post before or after work, after school and at 23pm on weekdays 4.2.3 Seeding 4.2.3.1 Achieved results For the seeding posts on Voz: Although they have attracted more than 600 views, the comments and interactions are not enough (even accounting for internal comments) Besides discussion and An Giang interest comments, some posts on this forum still have negative comments that affect the decision-making of others Page | 150 Figure 92: Seeding post on Voz Under the post, there were people who really wanted to travel to the west, which led to changing the customer's mind Figure 93: The comment on the seeding post For the seeding posts on Webtretho: Similarly to seeding posts on Voz, although these posts have attracted considerable attention, there are still few interactions For posts on Facebook groups: the interactions are quite few, not meeting the set targets even though they have posted in groups with more than 100k members However, this issue is also caused by objective factors such as groups having many rules that make seeding of link pages unacceptable and too obvious suggestions resulting in backlash For seeding comments: These seeding comments need to be humorous and keep up with trends, and our team is still trying to take the opportunity to mention the page when appropriate Page | 151 Figure 94: Seeding comment Figure 95: Seeding comment 4.2.3.2 Future orientation With the obtained figure, our team has learned from experience and established the following development directions: - The seeding post needs to be more refined and elegant Articles must be attractive to attract many readers and their interest - Catching the trend in time to seed at its peak and create the most presence on forums and social networks - Investing in seeding comments under the post to make the post believable, aimed at creating curiosity 4.2.4 Landing Page 4.2.4.1 Achieved result Angiangtrek's main landing page: www.angiangtrek.tk measurement results in weeks of page activity (measurement tool: google Analytics) Page | 152 Figure 96: Measurement result of main landing page - With the kpi set out in the early stage, there will be an average of 30 pageviews per day, currently the views in weeks are still low (average 10 visits per day) In the first phase of the campaign, the visitors to the landing page are higher than in the later stages - The number of users is too limited - The dwell time at the site is also seen when the page is not attractive enough for more than minute Landing page for the upcoming 2023 Tet campaign: https://ldp.page/angiangtrek measurement results in weeks of page activity (measurement tool: google Analytics) Page | 153 Figure 97: Measurement result of landing page for the upcoming campaign - With the kpi set out in the early stage, there will be an average of 30 pageviews per day, currently the views in weeks are still low (average visits per day) In the first phase of the campaign, the visitors to the landing page are higher than in the later stages - The number of users is too limited - The dwell time at the site is also seen when the page is not attractive enough for more than minute 4.2.4.2 Future orientation - Continue to invest and develop images on the web - Optimize user experience and invest more in content to attract more visitors - The best link transmission on other media channels to help push the CTA to the Landing page 4.2.5 Email marketing 4.2.5.1 Achieved result The first Email Marketing Figure 98: Measurement result of the first email marketing Page | 154 Although it has only tested over 70 customers and is not part of Angiangtrek's potential customers, the results are quite positive Specifically: • 100% sending rate • Open rate is 22.85% (17 out of 70 hits) • Click rate is 8.5% (6 out of 70 clicks) Figure 99: Measurement result of the first email marketing The email received clicks, which is a pretty viable number for a brand's first marketing email Figure 100: Measurement result of the first email marketing Email marketing has assisted Angiangtrek in receiving new visits to the Fanpage through the reasonable allocation of conversion buttons via the Fanpage channel The second Email Marketing Page | 155 Figure 101: Measurement result of the second email marketing In the second email sent, although it has only been piloted on 70 old customers within days, the results have been quite positive Specifically: • Send rate reaches 100% • Open rate is 27.14% (19 out of 70 hits) • Click rate is 14.3% (10 out of 70 clicks) This is an introductory email about promotions for trekking tours at the beginning of the year, which can be understood because the interest of customers for tourism at the beginning of the year is relatively high, so the effectiveness of this email is quite good Figure 102: Measurement result of the second email marketing Page | 156 4.2.5.2 Future orientation Although the initial number is quite positive, it is also a familiar customer file with the brand, not a new customer file for more accurate numbers Angiangtrek should look for more suitable data to reach this communication channel optimally Optimize email to increase click rate, email open rate Although full of information, the email interface is still quite simple, Angiangtrek should invest more in Email layout so that customers can better access the content Page | 157 CHAPTER 5: SUMMARY 5.1 Advantages - The brand has successfully launched and introduced to customers about the business model, brand, and core values of the brand Customers can recognize what the brand has been doing and the services that Angiangtrek provides and serves - Build a brand identity and a good post concept to stand out on Angiangtrek - a brand specializing in providing trekking tours in An Giang province in particular and the southwestern provinces in general - Successfully developing communication channels, especially Facebook, with high reach and getting the first order even though this is a virtual product business brand - Flexible combination of communication channels to support each other's interactions 5.2 Disadvantages - The brand has not yet reached its potential customers who are Gen Y people - Content trends have not really made a big impression on customers to be able to increase followers in media channels - There is a difference in investment between communication channels - Media posting time has a break in some periods that deviate from the original plan - The relationship between communication channels is not really deep and the combination is not really optimal 5.3 Solutions - Training staff on knowledge of e-marketing - Learn more about the target customer to find the most suitable concept - Invest more in weak channels by using strong supporting channels Page | 158 REFERENCES [1] - Vietnamese travel habits Market research Vietnam Indonesia (2021, December 4) Retrieved December 22, 2022, from https://www.cimigo.com/vi/researchreports/vietnamese-travel-habits/ [2] - Kemp, S (2021, November 4) Digital in Vietnam: All the statistics you need in 2021 - DataReportal - global digital insights DataReportal Retrieved December 22, 2022, from https://datareportal.com/reports/digital-2021-vietnam [3] - Kemp, S (2021, November 4) Digital in Vietnam: All the statistics you need in 2021 - DataReportal - global digital insights DataReportal Retrieved December 22, 2022, from https://datareportal.com/reports/digital-2021-vietnam [4] - Constantin, M., Francois, M., & Le, T (2021, March 25) Reimagining tourism: [5] - How Vietnam can accelerate travel recovery McKinsey & Company Retrieved December 22, 2022, from https://www.mckinsey.com/featured-insights/asia- pacific/reimagining-tourism-how-vietnam-can-accelerate-travel-recovery [6] - Home VN Dala Travel (2022, December 2) Retrieved December 22, 2022, from https://dalatravel.vn/ [7] - Majority of Vietnamese choose domestic travel destinations in 2022 – visa study Visa (n.d.) Retrieved December 22, 2022, from https://www.visa.com.vn/en_VN/about-visa/newsroom/press-releases/majority-ofvietnamese-choose-domestic-travel-destinations-in-2022-visa-study.html [8] - Tour du Lịch Miền tây - thông tin du Lịch Miền tây Du Lịch Miền Tây (n.d.) Retrieved December 22, 2022, from https://thamhiemmekong.com/ [9] - Trang Chủ Bitour (n.d.) Retrieved December 22, 2022, from https://bitour.vn/ [10] - Travel, I (n.d.) Du Lịch Itrek Retrieved December 22, 2022, from https://itrek.vn/ [11] - Vietnamtourism.gov.vn (n.d.) Retrieved December 22, 2022, from https://vietnamtourism.gov.vn/ Page | 159 ... shoes, gloves Costs for these items will be calculated separately In case the customer prepares it himself or herself, the business will not be responsible when these items have problems Page... stories that have left 2.3 Media Plan on memorable memories for everyone throughout the trip Facebook Itrek''s website is the place where the business provides the most complete information related... acquired a lot of useful knowledge, which serves as the basis for implementing the project and as well as future career orientation We are very appreciative and grateful for the knowledge and efforts