Giuseppe Ferro, Paz Toral, Elena Pettinelli, Anna Lisa Ratta

20092009

THE PRE-CAMPAIGN STRATEGYTHE PRE-CAMPAIGN STRATEGY

Arkimede S.r.l. was founded in 2007Arkimede S.r.l. was founded in 2007 It’s also owner of the website available at It’s also owner of the website available at the URLthe URL

http://www.sudokubo.com

The website is online since 2006The website is online since 2006

Three categories well known as “Kubi of Arkimede” Damakubo, Logikubo, Damakubo, Logikubo, SudokuboSudokubo

Two different lines of Sudokubo : Compatto e DeLuxe Compatto e DeLuxe CollectionsCollections

Selling price from 29 to 89 euros

A A wooden 3D wooden 3D transposition of the transposition of the traditional traditional Japanese Japanese game game used to play used to play SudokuSudoku

Different versionsDifferent versions, , materials and coloursmaterials and colours

Easy Easy transportationtransportation, , compact size and compact size and light weightlight weight

Special giftSpecial gift, object , object for house decoration, for house decoration, design itemdesign item

Sudoku’s market Sudoku’s market exploded in 2005, can be exploded in 2005, can be considered mature but not yet saturatedconsidered mature but not yet saturated

The company deals with some The company deals with some market market nichesniches: board and table games for adult and : board and table games for adult and children, enigmatography and sudoku fanschildren, enigmatography and sudoku fans

Potential customersPotential customers: brain teasers and logic : brain teasers and logic puzzle fan, design lovers, parents in search of puzzle fan, design lovers, parents in search of an alternative to the cyber-entertainment, an alternative to the cyber-entertainment, children from 9 years onwardschildren from 9 years onwards

CompetitorsCompetitors: Eastern producers, sudoku : Eastern producers, sudoku software, free puzzles, videogames and software, free puzzles, videogames and console gamesconsole games

ResellersResellers: they are a few and not really : they are a few and not really able to advertise the product on national able to advertise the product on national scalescale

Buy nowBuy now: the customer can choose the line : the customer can choose the line of sudokubo and buy itof sudokubo and buy it

EventsEvents: all exhibitions and shows about : all exhibitions and shows about SudokuSudoku e. g.e. g.

Sudokubo was Sudokubo was introduced for introduced for the first time the first time in Germany in in Germany in 20062006

GuestbookGuestbook: it’s impossible to open: it’s impossible to open

About usAbout us: there is no information about the : there is no information about the producing company producing company

Contact usContact us: the user can fill an application : the user can fill an application form to ask for more informationform to ask for more information

There is There is notnot a a FAQFAQ section section

Tutorial videoTutorial video: a helpful introduction to the : a helpful introduction to the features of Sudokubo features of Sudokubo

The company has The company has sold 150 pieces sold 150 pieces in the in the last three months, whose last three months, whose 30 via e-commerce30 via e-commerce

The The budgetbudget Arkimede S.r.l. wants to invest Arkimede S.r.l. wants to invest in the online adv. is in the online adv. is about 3000,00 euros about 3000,00 euros

Website re-design and optimization Website re-design and optimization as as long-term goalslong-term goals

It has focused on It has focused on free linking exchanges free linking exchanges to to improve the website visibilityimprove the website visibility

Sudokubo.com appears Sudokubo.com appears firstfirst with the Google Searchwith the Google Search, using , using keywords strictly related to this product. The user cannot find keywords strictly related to this product. The user cannot find this URL unless he/she knows the name of the product he/she this URL unless he/she knows the name of the product he/she is looking for or the name of the manufacturer, correctly is looking for or the name of the manufacturer, correctly written. In this last case this keyword appears as first at the written. In this last case this keyword appears as first at the second page rank.second page rank.

Google Analytics gives us also some information about Google Analytics gives us also some information about traffic sources: in the last month the direct traffic was traffic sources: in the last month the direct traffic was equal to 87.23%, the traffic coming from search engine equal to 87.23%, the traffic coming from search engine was equal to 12.77%was equal to 12.77%

In the last month there were 47 visits, the In the last month there were 47 visits, the average of page/visit was equal to 3.68 , the average of page/visit was equal to 3.68 , the average time spent on sudokubo.com was average time spent on sudokubo.com was about 3 minutes.about 3 minutes.

In the last month there were In the last month there were neither a sale via e-commerce. neither a sale via e-commerce. The convertion rate was equal to The convertion rate was equal to 0.0%.0.0%.

5 5 AdgrouAdgroupsps Sudoku collection game: sudokubo as collection objectSudoku collection game: sudokubo as collection object

Table game as sudokubo’s market segmentTable game as sudokubo’s market segment

Logical puzzle game as brain teaserLogical puzzle game as brain teaser

Special present/giftSpecial present/gift

Sudoku travel game Sudoku travel game

Best keywordsBest keywords: sudoku, table game, logical puzzle game, : sudoku, table game, logical puzzle game, Japanese table game, portable sudoku, special present/giftJapanese table game, portable sudoku, special present/gift

Best negative keywordsBest negative keywords: all those related to online and : all those related to online and free sudoku and gamesfree sudoku and games

e.g. TABLE GAMEe.g. TABLE GAME

““Sudoku travel game/bring sudoku always with you/ You Sudoku travel game/bring sudoku always with you/ You don’t need paper, you don’t need a pc”don’t need paper, you don’t need a pc”

GeotargetingGeotargeting: Italy, big cities with more than 100,000 : Italy, big cities with more than 100,000 inhabitants and European countries where people speak and inhabitants and European countries where people speak and understand English languageunderstand English language

GoalGoal: between 8,000 and 10,000 impressions, 40 clicks-a-: between 8,000 and 10,000 impressions, 40 clicks-a-day at 0,15/0,18 CPC and with a CTR equal to 2-3%day at 0,15/0,18 CPC and with a CTR equal to 2-3%

The campaign will be considered successful The campaign will be considered successful if the company manages to sell at least one if the company manages to sell at least one Sudokubo every 40 clicks and if the number Sudokubo every 40 clicks and if the number of incoming links increases.of incoming links increases.