Theshan Puvi

Senior Account Manager

Theshan is an experienced account manager with digital development, marketing, branding and business development expertise.  He has a wealth of experience in executing innovative projects, achieving sales and building meaningful relationships across industries, including banking, technology, alcohol, ed-tech and consumer goods.  He has led project management and product development in all levels of business. From Enterprise level projects at a Big 5 Canadian bank, to a vineyard in Prince Edward County as well as many local businesses in his community.  He leverages his degree in Business and Marketing at the Telfer School of Management in Ottawa to apply his knowledge and skills to ensure the best value and experience for all clients and partners of The Digital Professionals.

Summary

XL is an event management company specializing in event marketing and producing large-scale gatherings. Whether it's a concert, corporate event, pub-crawl or festival, they constantly strive to offer truly unique events. The summer of 2018 XL Lifestyle extended their offerings by venturing into the craft food scene. The audience for this scene is a very different clientele to their regular audience. We therefore had to use some smart targeting techniques to complement their organic advertising on their social media channels. We then focused on platforms that have higher conversion rates to drive ticket sales.
The platform of choice we selected for a tech savvy, foodie audience was Google Ads with a strong focus on Google search, complimented by Google display ads and YouTube videos.

Challenge

Generate ticket sales in the highly competitive, low-margin events market in a cost efficient way.

Action

• Implemented an SEM & Display program that was unique for each event, targeting different types of events around the city and relevant event related keywords, emphasizing the unique event experience and encouraging users to buy tickets.


• Event specific landing pages were created for each event to drive ticket sales.


• Setup conversion tracking around actions that indicate intent to attend the event, add to carts and ticket sales.


• We implemented unique bid strategies to target users most likely to convert, outbid competitors, reach correct audience, decrease CPC and increase conversions.


• Smart remarketing techniques were used to target users who have visited the website as well as those who have attended their other events and have not converted yet.

Summary

Surf the Greats aspires to establish and foster community through the adventure of surfing the Great Lakes and beyond. They educate, explore, and share through the medium of surf, while reconnecting with the magnificence of nature.
With a strong social media presence Surf The Greats greatest challenge was converting that audience to actual customers as well as increasing the reach of their brand beyond their organic social media accounts.
We then focused on driving awareness through unique Google search, Google Display, YouTube, Facebook and Instagram ads to help build awareness as well as increase sales on their online store whilst still encouraging customers to visit the brick and mortar store.

Challenge

Converting social media audience to online customers as well as increasing online sales and driving foot traffic to new store.

Action

• Launched a sophisticated Search Engine Marketing program to capitalize on strong social media audience and loyal surf community.


• Optimized ads to drive in-store traffic and online sales.


• Identified the need to find new audiences and targeting methods, along with new creative and messaging, to gain exposure to and convert targeted consumers outside the existing social media audiences of Surf The Greats.


• Analytics played a pivotal role in utilizing audience behaviour in order to create and implement an effective campaign.


• With the implementation of e-commerce tracking and a highly specific conversion tracking strategy it allowed us to follow the customer journey and assist in finding issues that were causing them to not complete a sale.


• The data was then used to better the customers experience and improve online sales.


• These analytics allowed the client to gain valuable insights and once combined with e-commerce tracking helped us segment our audiences even further.

Summary

The Risk Control Technologies System is an end-to-end solution that automates the loss control consultation and survey process. The system consists of a web-based application combined with offline tablet applications to streamline the survey process from request right through to completion of the field work and report creation. The system also provides a suite of tools for underwriters, managers and other stakeholders to analyze risks and support decision-making.
By leveraging the Risk Control Technologies platform, their large list of loss control-focused insurers have been able to automate and streamline all aspects of their loss control processes.
As the audience for this niche market is very specific, a technical yet robust Google search campaign was created complemented by a very targeted Google display campaign.

Challenge

The Digital Professionals was then outlined with the task of increasing brand awareness across North America and stamp Risk Control Tech as the leaders in Loss Control Software whilst increasing new sales revenue.

Action

• Implemented a technical SEM program that was unique to the targeted niche market, showcasing their various loss control solutions and emphasizing their dominance in the loss control software industry.


• In conjunction with the RCT team we designed product specific landing pages focused on lead generation.


• These product specific landing pages were consistent with ad development to improve user experience, ad quality score, relevance and ultimately drive leads.


• Tracking of “soft conversions” was setup in order to make sure that there was no issues with the lead generation.


• By tracking the paths that their visitors took to get there, we could ultimately determine what was working and what wasn’t. On the contrary, we could also track which resources and forms weren’t converting, and follow the path to those pages and determine why it wasn’t working.


• Smart bid strategies were also implemented to target users most likely to convert, decrease CPC for broader non specific terms and increase conversions.


• Due to the uniqueness of the products RCT offers, re-marketing also played a major role in our strategy.  Whether it was serving this audience ads while they were still searching for related products or to educate them about the success clients have had with RCT products.