Marketing your ccTLD The DotPH Experience JOEL DISINI How the - - PowerPoint PPT Presentation

▶
marketing your cctld
SMART_READER_LITE
LIVE PREVIEW

Marketing your ccTLD The DotPH Experience JOEL DISINI How the - - PowerPoint PPT Presentation

Apr 06, 2023 219 likes •933 views

Marketing your ccTLD The DotPH Experience JOEL DISINI How the Message Evolved How the Message Evolved 1.Protect your trademark 2.Shorter is better 3.Choose the right name for your business 1.Protect your Trademark BBDO Guerrero Ortega

slide-1
SLIDE 1

Marketing your ccTLD

The DotPH Experience

JOEL DISINI

slide-2
SLIDE 2

How the Message Evolved

slide-3
SLIDE 3

How the Message Evolved

1.Protect your trademark 2.Shorter is better 3.Choose the right name for your business

slide-4
SLIDE 4

1.Protect your Trademark

slide-5
SLIDE 5

BBDO Guerrero Ortega

Multi-awarded agency known for creating subtle ads that make people think

slide-6
SLIDE 6
slide-7
SLIDE 7
slide-8
SLIDE 8
slide-9
SLIDE 9
slide-10
SLIDE 10
slide-11
SLIDE 11
slide-12
SLIDE 12
slide-13
SLIDE 13
slide-14
SLIDE 14
slide-15
SLIDE 15
slide-16
SLIDE 16
slide-17
SLIDE 17

2.Shorter is Better

slide-18
SLIDE 18
slide-19
SLIDE 19

Radio Ad for a ‘Travel Agency’

Shorter is Better

slide-20
SLIDE 20

Radio Ad for a ‘Travel Agency’

Shorter is Better

slide-21
SLIDE 21

Radio Ad for a ‘Salon’

Shorter is Better

slide-22
SLIDE 22

Radio Ad for a ‘Salon’

Shorter is Better

slide-23
SLIDE 23

Radio Ad for a ‘Pharmacy’

Shorter is Better

slide-24
SLIDE 24

Radio Ad for a ‘Pharmacy’

Shorter is Better

slide-25
SLIDE 25

PC&V Communications

slide-26
SLIDE 26
slide-27
SLIDE 27
slide-28
SLIDE 28
slide-29
SLIDE 29
slide-30
SLIDE 30

3.Choose the Right Name for your Business

slide-31
SLIDE 31
slide-32
SLIDE 32
slide-33
SLIDE 33
slide-34
SLIDE 34
slide-35
SLIDE 35
slide-36
SLIDE 36
  • 3b. Infomercials to help a

business choose the right name

slide-37
SLIDE 37
slide-38
SLIDE 38
  • caption

Worldwide Search

which Search Engine Term is more popular:

CebuPacific or CebuPacificAir?

slide-39
SLIDE 39
  • caption

Worldwide Search

which Search Engine Term is more popular:

‘Cebu Pacific’ or ‘Cebu Pacific Air’

  • r ‘Cebu Pacific Airlines’?
slide-40
SLIDE 40

Google Search for ‘cebu pacific’ in Singapore

slide-41
SLIDE 41

Google Search for ‘cebu pacific’ in Japan

slide-42
SLIDE 42

cebupacific.ph

slide-43
SLIDE 43

What marketing people think

“After spending millions in advertising, the public will easily remember our domain name.”

slide-44
SLIDE 44
  • caption

Worldwide Search

which Search Engine Term is more popular:

CebuPacific or CebuPacificAir?

slide-45
SLIDE 45

which Search Engine Term is more popular:

CebuPacific or CebuPacificAir?

Local Search

slide-46
SLIDE 46
  • caption

Worldwide Search

which Search Engine Term is more popular:

‘Cebu Pacific’ or ‘Cebu Pacific Air’

  • r ‘Cebu Pacific Airlines’?
slide-47
SLIDE 47

which Search Engine Term is more popular:

‘Cebu Pacific’ or ‘Cebu Pacific Air’

  • r ‘Cebu Pacific Airlines’?

Local Search

slide-48
SLIDE 48

How much revenue is lost by Cebu Pacific because of a lame choice of domain?

slide-49
SLIDE 49

How much revenue is lost by Cebu Pacific because of a lame choice of domain?

Measure the amount of advertising required to generate the kind of type-in traffic that cebupacific.ph and cebupacific.com would get

slide-50
SLIDE 50

How much revenue is lost by Cebu Pacific because of a lame choice of domain?

Measure the amount of advertising required to generate the kind of type-in traffic that cebupacific.ph and cebupacific.com would get Measure the amount of ticket sales that lost type in traffic would have generated.

slide-51
SLIDE 51
slide-52
SLIDE 52

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

slide-53
SLIDE 53

Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-54
SLIDE 54

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-55
SLIDE 55

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

The local advertising rate is $5/cpm. Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-56
SLIDE 56

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

The local advertising rate is $5/cpm. Assume 4% clickthrough rate Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-57
SLIDE 57

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

The local advertising rate is $5/cpm. Assume 4% clickthrough rate For every person that types cebupacificair.com, 3.2 will type cebupacific.ph Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-58
SLIDE 58

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

The local advertising rate is $5/cpm. Assume 4% clickthrough rate For every person that types cebupacificair.com, 3.2 will type cebupacific.ph (13k)(30)(3.2)(.15)=187.2K lost visitors/month Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-59
SLIDE 59

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

The local advertising rate is $5/cpm. Assume 4% clickthrough rate For every person that types cebupacificair.com, 3.2 will type cebupacific.ph (13k)(30)(3.2)(.15)=187.2K lost visitors/month (187.2k)/(.04)= 4,680K impressions/month Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-60
SLIDE 60

What is the Advertising value of Cebu Pacific’s lost type-in Traffic?

lost traffic = $23,400/month or $280T/

year.

The local advertising rate is $5/cpm. Assume 4% clickthrough rate For every person that types cebupacificair.com, 3.2 will type cebupacific.ph (13k)(30)(3.2)(.15)=187.2K lost visitors/month (187.2k)/(.04)= 4,680K impressions/month Google Trends indicates cebupacificair.com has 13T visitors daily. Assume 15% of that is type-in.

slide-61
SLIDE 61
slide-62
SLIDE 62

How much ticket sales are lost by Cebu Pacific?

slide-63
SLIDE 63

How much ticket sales are lost by Cebu Pacific?

Assume 4.3% conversion rate. (that is, for every 100 visitors to cebupacificair.com, 4.3% buy a ticket.)

slide-64
SLIDE 64

How much ticket sales are lost by Cebu Pacific?

Assume 4.3% conversion rate. (that is, for every 100 visitors to cebupacificair.com, 4.3% buy a ticket.) Assume P350 profit/ticket.

slide-65
SLIDE 65

How much ticket sales are lost by Cebu Pacific?

Assume 4.3% conversion rate. (that is, for every 100 visitors to cebupacificair.com, 4.3% buy a ticket.) Assume P350 profit/ticket. 187.2k lost visitors/month = 8,049 lost passengers/month.

slide-66
SLIDE 66

How much ticket sales are lost by Cebu Pacific?

P2.8M lost income/month or $676T/year. Assume 4.3% conversion rate. (that is, for every 100 visitors to cebupacificair.com, 4.3% buy a ticket.) Assume P350 profit/ticket. 187.2k lost visitors/month = 8,049 lost passengers/month.

slide-67
SLIDE 67

What is the value of cebupacific.ph?

Use Taylor series to solve. Let p= interest rate the Cebu Pacific can get on their money (US$).

slide-68
SLIDE 68

What is the value of cebupacific.ph?

Use Taylor series to solve. Let p= interest rate the Cebu Pacific can get on their money (US$).

if the interest rate is 5%, the cebupacific.ph is worth ($676T)(1.05)/(.05)= $14.2M

slide-69
SLIDE 69

thank you

Joel Disini jed@dot.ph http://dot.ph