Go’s marketing initiative

Digital activation 40%

Programmatic marketing is essentially the use of software to purchase digital advertising. It is powered by audience data and machine learning and allows marketers to connect with their best customers and prospects across all touch points. This will allow us to run data-driven digital activation campaigns at scale to drive their customer acquisition program. Through our DSP partnership, they will be able to take an audience-centric approach to media buying, target consumers at scale, and reduce media wastage.

Marketing team 5%

To support their marketing activities, they plan to apportion part of the ICO funds to hire a team of advertising and media specialists. They have budgeted for the following personnel:

Social media and community managers

Programmatic campaign specialist

SEM specialist

Loyalty program manager

PR manager

Social media 10%

In addition to paid media activities, GO will also have a presence on all the main social media channels such as Facebook, LinkedIn, Instagram, Line, Twitter, WeChat, and Snapchat. They will run various paid social media campaigns across the abovementioned platforms to drive brand messaging and complement other digital media activation campaigns.

Branding 10%

To build the GO brand identity, we will be running a series of advertising campaigns across digital and traditional media outlets such as TV, print, and radio. GO’s brand advertising campaign will concentrate on promoting our brand equity and marketing to a mass audience to drive awareness of their platform and product offering.

Promotions 30%

GO will incorporate a range of different promotional tools that reward our customers for signing up, making repeat bookings, and referring people to the platform. They will offer first-time sign-up bonuses for the first 250,000 users and implement a customer referral program for all new users. The referral program will be one of our many recruiting strategies where current customers are rewarded for referring new users to GO.