Question

Topic: Strategy

Modes Of Promoting And Boosting The Sales Of Wifi

Posted by vasudev_kamath on 1/23/2014 at 3:00 AM ET 125 Points
Could someone suggest unconventional strategy modes of promoting and boosting the sales of WiFi dongles.

Introduction of the scenario:

Mumbai in India is the market with highest ARPU(Average revenue per user ) potential in India.
User with proliferation of lot of devices like Handsets, Tablets, Laptop and other potential devices which require internet, one Photon (USB pendrive type device is not sufficient to cater to all these at same time. Hence, Tour company has done a pilot launch of Photon Max WiFi in Mumbai recently.

Photon Max WiFi offers the following advantages over traditional broadband WiFi solutions which are available:
·

WiFi on the go, no other WiFi’s can be taken while moving.
Connects upto 5 WiFi enabled devices
· Consistent High speed

(Wifi dongle is a device through which you can connect to Internet with the Wi-Fi enabled devices. Conventional Dongles such as Photon Plus have to be plugged to Computer and internet can be accessed on that computer only. But Wi-Fi dongle just needs to be connected to Power source and any device can be connected to it. (More information available at https://www.tatadocomo.com/photon-max-wifi.aspx)



Known or Existing Solutions / Mechanisms:

Currently we are selling through traditional retail channels (Multi branded distributors and retailers). Existing Retail channels have the limitations due to limited technical understanding and capability. Also these distributors sell many other products which results into loss of focus on selling photon max wifi.



Our Challenge: The challenge is to unearth unconventional modes of promoting and boosting the sales of WiFi dongles.


Constraints:


1. Limited budget of promotion.


2. Must be easy and fast to implement.
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RESPONSES

  • Posted by Moriarty on 1/23/2014 at 4:49 AM Member
    Paid Facebook advertising. You'd be amazed at how their algorithm returns you ideas and info.

    If you have an email list or Fb following, you can advertise to them and see what Fb's algorithm does with it. Plus it's inexpensive.

    Google's display network would be a good followup.

    You'll be getting good results within the week.
  • Posted by vasudev_kamath on 1/23/2014 at 5:27 AM Author
    Thanks Moriarty for your response given the fact that
    Facebook Is About to Lose 80% of Its Users, Study Says refer link we will not be using facebook. We will use Google's display network as our back up plan that wil be our last option.

    What we are looking here is unconventional strategy modes of promoting and boosting the sales of WiFi dongles where every customer be it retail or online gets a brand connect or the feel of the product and info readily available across the counter or ordered via call center or through online media and thus increasing our sales.

    Read more: Facebook Is About to Lose 80% of Its Users, Study Says | TIME.com https://business.time.com/2014/01/21/facebook-is-about-to-lose-80-of-its-us...
  • Posted by Moriarty on 1/23/2014 at 9:34 AM Member
    Whether Facebook is going to lose 80% of its customers or not, their advertising algorithm will still return you excellently targeted data. I know two people who are seeing excellent results from Fb advertising. If it decreases, so what? You'll have the info and be able to feed this into other channels.

    Now you're looking for an "unconventional strategy". Any strategy that is going to be effective must meet the needs of your buyers.

    In short - what do they like about your service that nobody else can deliver?

  • Posted by vasudev_kamath on 1/23/2014 at 10:15 AM Author
    Hi Moriarty,
    Thanks for your response.
    Our service is WiFi on the go, no other WiFi’s can be taken while moving.
    Connects upto 5 WiFi enabled deviceswith Consistent High speed

    (Wifi dongle is a device through which you can connect to Internet with the Wi-Fi enabled devices. Conventional Dongles such as Photon Plus have to be plugged to Computer and internet can be accessed on that computer only. But Wi-Fi dongle just needs to be connected to Power source and any device can be connected to it. (More information available at https://www.tatadocomo.com/photon-max-wifi.aspx)
  • Posted by Moriarty on 1/23/2014 at 11:57 AM Accepted
    Thanks for that - now bear in mind that I don't do "stunt marketing", the kind of thing that big agencies get up to. My consultancy just gets results using essential principles.

    Now the main advantage is to be able to connect several devices via. one internet connection. There's several directions this can go is the person who needs lots of devices but only wants one bill -
    the tradesman who needs a laptop on the move plus perhaps some other electronics as backup
    a team of technicians all of whom need laptops when on call.

    Now these people are the kind who would find it cost effective to use your device. As I say, I don't do the "vanity" marketing. I sell products that save people money.

    What is your reaction to this?
  • Posted by Jay Hamilton-Roth on 1/23/2014 at 11:59 AM Member
    What's unclear to me is who is the customer (a commuter? business traveler? student?), and what's the benefit to them of purchasing this from you? For example, how does this product compare with cellular costs/coverage? If WiFi hot spot availability (for static locations) are ubiquitous, then what's the added benefit for "mobile" WiFi availability?
  • Posted by vasudev_kamath on 1/24/2014 at 2:18 AM Author
    Hi Jay,

    Thanks for your query. The benefits is rightly highlighted by Moriarty, one bill,
    able to connect several devices via. one internet connection on sharing basis.

    Customer could be anyone from : Tradesman/businessman/retailers/Lease/Rented/ Paying guest apartment owners and occupants such as PH.D,IIM, MBA Students staying in groups in these rented apartments on sharing basis in a city like Bombay, who need a laptop or electronic device on the move plus perhaps some other electronics as backup a team of Field IT technicians all of whom need laptops when on call to fix IT issues.
  • Posted by saul.dobney on 1/24/2014 at 4:28 AM Accepted
    One person can only use one device at a time, so it would seem to be most applicable to groups. I assume that as in Europe, most in-home internet connections are via a wifi-router and fixed line? Wifi here is also typically available in communal places like restaurants, cafes and hotels. I guess your device could be used in home without fixed phone lines, but then would they have many devices to connect?

    That would make the target market small groups, with multiple devices, who are unable to get a standard wi-fi connection. So for use in holiday homes, campsites, boats/yachts, at sporting events and music festivals, heritage locations, field-engineers, film crews/reporters, meetings where you want to avoid the local wifi for security reasons, scientists and archeologists in the field... All of which are quite specialist and diverse.

    Since travel is the common ingredient, road-side posters and radio advertising might be options. Co-placement with travel goods - eg sunscreen lotion, travel pillows etc? Promotion at car-hire desks or airport check in? Sponsorship of local tourist attractions, or sport events?
  • Posted by vasudev_kamath on 1/24/2014 at 4:41 AM Author
    Thanks saul.dobney those are really thoughtful ideas and concepts. Worth exploring. Any more ideas team ?
  • Posted by Moriarty on 1/24/2014 at 2:43 PM Member
    I like Saul's exploration. The common theme is a group and one other element - either transience or remoteness.

    I had a thought of one of those little coffee stalls you get on the streets in Asian cities - only here it's equipped with one of your wifi routers and people buying a coffee can tune in their laptop too. A kind of portable internet cafe? It's a bit of a daft idea, but it might get you thinking. It's the sort of thing where you have a big sign on it too - and of course being movable means it can be anywhere in the city, and seen!
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