Global Marketing Strategy for Display Pro
Campaign Objectives
1. Increase brand awareness by improving Display Pro’s visibility in the French display
systems market.
2. Establish Display Pro as a preferred supplier for printing companies and advertising
agencies.
3. Generate qualified leads: Acquire 200 new qualified contacts (B2B and B2C) within 7
days.
4. Boost website traffic by 30% during the campaign.
5. Increase quote requests by 25%.
6. Convert 10% of new leads into clients.
7. Improve community engagement: Raise social media interaction by 40%.
8. Build an active community around Display Pro products.
SWOT Analysis
Strengths
• Comprehensive range of portable and modular display products.
• Easy-to-assemble solutions requiring no special tools.
• Suitable options for both indoor and outdoor use.
• Various sizes to meet diverse needs.
• Competitive pricing with dual functionality (e.g., double-sided products).
Weaknesses
• Limited brand recognition in the French market.
• Competition from well-established players.
• Possible lack of integrated digital solutions.
Opportunities
• Growing market with an annual 8% growth rate.
• Increasing demand in retail for personalized customer experiences.
• Need for flexible and modular solutions.
• Post-COVID revival of events.
Threats
• Established competitors like JCDecaux and Clear Channel.
• Shift towards fully digital media platforms.
• Rising environmental concerns.
• Economic fluctuations affecting marketing budgets.
Target Audience
B2B
1. Printing Companies: Small to large businesses seeking display solutions to
complement their services.
2. Advertising Agencies: Creative and media agencies managing campaigns for clients,
needing innovative display options.
3. Event Organizers: Companies organizing fairs, conferences, etc., requiring modular
and easy-to-install systems.
B2C
1. Retail Stores: Independent shops and chains looking for appealing display solutions
to enhance product and promotion visibility.
2. Entrepreneurs: Small business owners needing affordable displays for trade shows
and presentations.
3. Nonprofit Organizations: Cultural, sports, and charitable associations needing
communication tools for events and fundraisers.
Unique Value Proposition “Display Pro: Professional, modular display solutions without
compromise, designed to elevate your message.” Key highlights: ease of assembly,
modularity, professional quality, durability, and optimal value for money.
Content Strategy
Key Themes
1. Innovation in advertising displays.
2. Current market trends and technological advancements.
3. Integration of digital and physical solutions.
4. Environmental benefits of reusable display systems.
Formats
• Blog articles.
• Infographics.
• Tutorial videos.
• Client testimonials.
• Case studies.
• Webinars.
Multichannel Strategy
1. Meta (Facebook/Instagram)
• Objective: Brand awareness and engagement targeting B2C and small B2B businesses.
• Content Types: Visual posts, Stories, Reels, customer video testimonials, and sector-
specific ads.
2. LinkedIn
• Objective: Lead generation for B2B clients like printing companies, advertising
agencies, and event organizers.
• Content Types: Market trend articles, case studies, professional testimonials,
educational content, and targeted InMail ads.
3. TikTok
• Objective: Product awareness and demonstration targeting young entrepreneurs and
creators.
• Content Types: Installation "before/after" videos, quick assembly challenges, and
influencer collaborations.
4. X (Twitter)
• Objective: Competitive monitoring and industry engagement targeting marketing and
communication professionals.
• Content Types: Industry news, blogs, surveys, and live tweets from professional
events.
5. Email Marketing
• Objective: Conversion and retention targeting B2B and B2C qualified leads.
• Content Types: Educational sequences, promotional offers, webinar invites,
newsletters, and product announcements.
6. Blog
• Objective: SEO optimization and expertise positioning targeting all audience
segments.
• Content Types: Product guides, market trends, detailed case studies, and expert
interviews.
