Azleen here. Listen up. We are exactly 30 days out from our upcoming event. It is time to move into a new phase of our outbound marketing via ads. The timing is perfect to embark on this Ops BOBI strategy. After successfully reaching out to our potential customers via partnerships, affiliates and email outreach, we are now doing it via ads.
While our long-term goal remains algorithm independence through community-building, which Samantha is focusing on in parallel, that is still a work in progress. At this stage, we must continue to play the pay-to-play game to stay visible. At this stage, we can't afford to move away from algorithm-based platforms such as social media platforms and search engines. Soon, we will.
We are authorising a baseline allocation of $20 per day for Meta (as in Instagram and Facebook), and $20 per day for Google Ads, specifically for a general awareness campaign. This general campaign will run daily, non-stop. Why? It's foolish to hope for organic growth on social media platforms such as Meta and others. We may go viral or earn a high engagement on our posts once in a while, but that won't give us paid customers.
This is about showcasing our value proposition and ensuring our target group recognises our brand before the real push begins. We're not aiming for lead generation and conversion. Purely awareness. We are paying for visibility, not else. Why? Because even if it is awareness-driven, the inquiries will still be there. Believe me. I've tested this many times before.
In parallel to the general awareness campaign, we will run a separate dedicated campaign for the upcoming company event I briefed you about yesterday. For this, we are deploying the larger budget we discussed to initiate Round 1. We are waiting for the approval from the management to allocate us $300 per day for a 30-day campaign.
On Meta, I want an awareness campaign that prioritises the event's awareness. Just awareness, no call-to-action here. Read that again. This is an awareness campaign. Do not set this up as a CTA campaign. If you include a Book Now or Sign Up button, the platform will heavily weight the cost against that button, making the ad unnecessarily expensive. If this happens, we need to pump in more money. I want to avoid this. By using this awareness push, we pretty much want to outsmart the algorithm a little. So, run it as a pure awareness ad with no button.
Here's the tweak to it. We still need them to act on it upon seeing this 'awareness' ad. So we will embed a high-quality QR code directly into the video creative. If you decide to use images instead of a video, then do it the carousel way so that we can have the QR in there. This simple QR approach is our door-opener to the funnel, taking potential customers straight to our online form on the assigned landing page without paying too much for it.
This QR code, for your information, once they scan it, will eventually bring them to our event's landing page on the website. There's an online form there should they are interested in being part of the event. I'm anticipating decent feedback here. Sam and her team will be on standby to collect the data to furnish our database. This is one of many sources we have for expanding our community list.
This Round 1 Meta-based campaign will run for a total of fifteen days. Subject to approval, we will use only $100 per day for the 15-day campaign. Only $100 per day. The rest will be utilised during our Round 2 in the remaining 15 days.
Remember to refresh our creative, as in the video or images you're using, after the first 7 days. We will change the video and the caption mid-way to avoid ad fatigue and keep the narrative fresh. You see, people will start to ignore if the same ad is visible on their feed too often. When Meta senses that sort of trend happens, the platform will quietly start to slow it down. Fewer and fewer people will see our ad. I want to avoid this fatigue, so do not forget to change the creative after 7 days. In other words, there shall be 2 sets of creatives for this 15-day Round 1 campaign.
That's Meta. We keep the ad game here simple.
For this Round 1, consider it our warm-up phase. We are warming up the market, testing our resonance, and gathering the data we need for the final two-week push. I expect the first video or image drafts with the embedded QR codes to be ready for my review by tomorrow morning. The budget should be approved by this evening. I will ping you once I hear the news.
Azleen.
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