1 Tovari Oy Joona Kotilainen DIGITAL MARKETING STUDY CASE: FINNISH DESIGN FOR FOREIGNERS

2 CASE SETTING THE PROBLEM, HOWEVER, IS THAT HE DOES NOT HAVE TOO MUCH CAPITAL TO INVEST IN MARKETING. WE GOT AN INQUIRY FROM A FINNISH DESIGNER MAKING GLASS PRODUCTS, WHO WOULD LIKE TO SELL HIS PRODUCTS IN RUSSIA.

3 CASE SETTING

4 WE SUGGESTED THAT WE WOULD DESIGN A WEBSITE TO PROMOTE HIS WORK AND THE WORK OF OTHER FINNISH DESIGN ARTISTS. ANY SALES WILL RESULT IN A SLICE OF THE PROFIT FOR US. CUSTOMER INQUIRY NEGOTIATIONS WITH ARTIST PRODUCTION MONEY COLLECTION DISPATCHING

5 WHAT DO WE WANT TO KNOW? WHAT IS THE COMPETITION LIKE FROM THE DESIGN VENDORS’ POINT OF VIEW? WHAT MEANS OF DIGITAL MARKETING THE COMPETITION USES? HOW FINNISH DESIGN IS VISIBLE IN THE DIGITAL SPACE OF THE COUNTRY WHAT KIND OF OPPORTUNITIES FOR COOPERATION EXIST? RECOMMENDATIONS FOR THE MEANS / STRATEGY OF DIGITAL MARKETING ?

6 WEBPAGE PHYSICAL WORLD WEBSTORE WW W. SEARCH ENGINE OPTIMIZATION SEARCH ENGINE ADVERTISING DISPLAY ADVERTISING SOCIAL MEDIA MARKETING CONTENT MARKETING BLOG MEANS OF DIGITAL MARKETING REFERRAL MARKETING

7 CASE SETTING CHOOSE A COUNTRY (NOT FINLAND & SEVERAL TEAMS SHOULD CHOOSE RUSSIA) STUDY THE DIGITAL SPACE OF THAT COUNTRY GENERATE DIGITAL MARKETING RECOMMENDATIONS FOR US

8 RESOURCES THAT YOU CAN USE Google search in several languages (remember.de /.ru /.com difference!) Bing search (?) Yandex search Google AdWords (you can create a free account and study keywords for example) Ad Preview and Diagnosis Keyword Planner Yandex Direct (you can’t create an account, but you can use wordstat.yandex.com) YouTube Facebook Vkontakte LinkedIn (?) Finnish Design Shop Design oriented forums in the country Any other resources you want…

9 REMEMBER! WE ARE PLANNING TO GO ABROAD WITH ART PRODUCTS the target segment is company managers and wealthy people who value handcrafts and pieces of art for their beauty, not necessarily for their function.