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com’s communication
campaign and which media should they use? Why?
Case analysed by
• Amit Dharamsi-Roll No:
About Guru.com :
Guru.com: Competitors:
Freeagent.com
• Offered project matching and also provided additional back office support
such as office equipment.
• Had ads which were edgy and irrelevant and poked fun at traditional
Corporate America.
• Had a target to have 150,000 registered users by July 2000.
• Employers have expressed the views that the quality of the IPs registered
on freelance sites is lower than the University interns.
• While the young generation are internet savvy, the elder
generation( about 34% of the IP population) are least likely to search
projects online.
• Based on the study by Guru.com, it was observed that about 73% of
hirers had rated their experience with the site
as excellent or good. This proved that Guru.com provided quality
service to customers, as majority of the customers were satisfied, and in
turn became referrals by spreading positive word-of-mouth.
• Events and Public Relations had been the bulk of Guru.com’s offline
marketing. As part of their offline event strategy, the company had
launched the First Guru Awards, which give it exposure and proved to be a
low-cost way to get customers.
• Their other PR exercises which included coverage in various
magazines and significant media attention had been very successful
as well.
(i) amongst the Independent professionals and provides support to the short
term project execution . They will support all activities right from project
searching, back office support in tracking, billing, health Insurance coverage
etc.
(ii) Amongst the employers who will give work to the IPs and keep them
registered .
Note: Although the website aims to get 400,000 registrations by end of 2000,
there should be equal endeavour to assign meaningful projects to the IPs .
Vide this only, the IPs will continue to be registered with them.
So we do not agree with Cassayre that the sole emphasis should be on Gurus
and if there is talent , they will get hirers. What is most important is to “Match
the right IP to the right project.” Then only the sustenance of the huge number
of IPs will be possible.
This is because:
(i) While the young generation are internet savvy, the elder generation
( about 34% of the IP population) are least likely to search projects
online.
(ii) Print media is always a more authentic source of information till
date
(iii)As the younger generation of IPs are Internet savvy and as
Guru.com have various programmes running through internet, they
should also target campaign through Internet.
• The campaign should happen when the media is most viewed by the
professionals although
(i) Existing IPs watch television in a scattered manner during the day
at the time of breaks.
(ii) The other professionals are more likely to watch the television in
the early morning and late evening.
(iii)Also there are certain shows which are particularly popular amongst
the IPs. Those shows should be targeted.