Business lesson 106 – How to start your own business

^{Image Source}

Hi kids!

It is Wednesday! It is time to carry on with our lessons on the three key components or “C’s” of a business;

C – Concept
C – Clients or customer
C – Cash flow

What is the concept or the idea you have for your business? What is your business all about and what makes it unique.
Link to Lesson 101

We took a closer look at your customers or clients, in other words who is your target market, their demographics, budget group etc.
Link to Lesson 102

Link to Lesson 103

During this week we took a closer look at marketing and sales strategies.
Link to Lesson 104

During this week we took a closer look at marketing strategies.
Link to Lesson 105

Congratulations to all of you who submitted your homework!
You guys a fantastic job in analyzing the video and the marketing behind it.

For Lesson 106 "C" for clients or customers is still our focus point.

As we have learned last week marketing is crucial for all businesses. If you cannot get your marketing right it is going to take you so much longer to make a success of your business. In fact, you might not even make it at all.

For today I want to take you through the strategies of the marketing campaign for Tivvit, the property portal, you saw last week.

You guys now by now that marketing involves four things;
The 4 P’s - Product, Price, Promotion, and Place.

Launching something like a property portal you cannot always cover all 4 P’s therefor you have to “think out of the box” .
You have to be different!

Let’s take a closer look at the marketing campaign we launched.

Tivvit.com: A Property portal where sellers and buyers meet.

The aim: We had two aims in mind.

1. Creating a marketing strategy whereby we wanted estate agencies and private buyers to list their properties on the website whereby we can generate a revenue income
2. Creating the need for potential home owners and those who are looking for property to rent to visit our website. In other words, we needed “feet” on our website

The vision:
➤ Google is the Oracle of internet search
➤ YouTube is the Oracle of online video
➤ Tivvit must become the Oracle of Property

Marketing Objective:

• To gain awareness at launch of who Tivvit is to create top-of-mind recall as a leader in the property portal
• To drive visitors to the site
• To create a long-standing campaign direction that can build equity in the market over time
• To gain awareness as to what Tivvit does

The big idea:

The How’s:

We knew we had one chance to make a success of the campaign. Not only was it going to cost us money but it is not easy to compete with giant competitors who has been in the market for many years.

Our marketing strategy had to be out of the box and something never attempted by any other property portal. The only way we were going to get it right was through social media.

We decided to launch a teaser series of YouTube videos, unbranded and seemingly unrelated. We also got various bloggers/news sites/entertainment portals on board revealing these unexplained “real life” videos.
Our goal was to get at least one of the videos published on the news.

The social media strategy began with 3 unrelated videos released 4 days apart. The first video was of the Tokoloshe.

Why the Tokoloshe?

All South Africans knows about the Tokoloshe. It is known to be an evil spirit. If you think about paranormal activities you think Tokoloshe.
For many years there has been the debate if it is real or not and many South African’s claim that they have seen it. So often you read articles in newspapers or hear about it on the radio.
It was a no brainer for us that we had to capitalize on the story of the Tokoloshe.

How we did it

We create an unbranded video which looks like a news broadcast on one of the local television stations. In other words, we created a news clip. For it to look real we had to pretend that someone was actually capturing the news broadcast on his smartphone.

Take a look at the original video;