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Module 3 Group 20 - Think like a brand
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Module 3 Group 20 - Think like a brand


To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.

To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.

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  • 1. An introduction WHAT IS TONACITY? • A high quality hair dye product by Kleur that delivers  a multi-tonal salon effect at home - saving time and money • Bespoke application tool allowing women to apply multiple colours with ease • Lasting colour, odourless, ammonia free, easy to use • Unique in the market place • Available to purchase instore for £24.99 at selected high end retailers and online via the retailer websites WHAT ARE THE OPPORTUNITIES? • Promote and sell Tonacity in the digital space • Use the high profile of Rachel Weisz as our ambassador  to increase sales •  To be recognised as a competitive alternative to a  trip to a hair salon •  Create brand awareness and raise profile •  Fast growing UK hair care market segment, 7% growth  in 2011, with further growth expectations thanks to recession  ends (£350 million market) Executive summary To develop a marketing strategy for the launch of Tonacity that drives awareness, evaluation, sales and builds loyalty and advocacy. Our integrated launch campaign will be implemented in-store, out of store and on-line. We will complement Tonacitys traditional marketing with digital channels such as a dedicated website, an iphone / android app and social media platforms. The first hair  colouring range  to give a truly multi-tonal result so there’s no need for  a trip to the salon ‘ OUR CHALLENGES § To overcome previous poor experience  with hair colouring kits § To convince women to color their hair by  themselves at home § To complement traditional with digital marketing § To build a digital marketing plan § To remain unique in the market place § To compete with well established hair salons COMMUNICATION OBJECTIVES  UNTIL CAMPAIGN END: § 95% reach § 10% share of voice within hair dye § 8% unprompted brand awareness § 4 000 landing page visits/day,  13 000 page views/day § 4% e-commerce conversion rate Tonacity packaging 1
  • 2. Denise C – 32 years old, lives in London. Financial Director at ITV. Married and a mother to 2 year old Zack Personality driven ambitious confident Influencers Our Audience Appearance, pain points •  Attractive and takes pride in her appearance •  Well presented and dresses well •  Shopping at Whistles and Anthropologie •  Her hair is well maintained and is one of her most important features, but she gets frustrated when she does not have time to visit the hair salon regularly Lifestyle •  Time poor juggling motherhood and  a senior management position •  Husband also has a high powered job •  Relaxes with holidays in exotic locations •  Enjoys spending time with family and friends •  Wants natural hair dye products that are easy to use, give professional results without wasting her precious time Her goals •  Quality •  Ease of use •  Quick •  Convenience •  Results guaranteed Technology - expertise level IT and internet Using mobile and tablet Using social networks App usage intelligent passionate open minded friends family Pinterest fashion colleagues bloggers 2
  • 3. We recommend investing towards a 60/40% offline to online split over 2 years Year 1 - Why invest 40% Online? •  Online advertising has overtaken TV to be the biggest channel •  Tonacity consumers over index online (Assignment Brief)Online is cost effective – Average CPV $.07 •  40% savings in comparison to offline channels Year 2 50% Online 50% Offline •  Build online presence as the Tonacity community grows •  Use offline spend to implement experiential campaigns instore •  Use instore events to increase brand awareness and convert footfalls into sales Why is Offline media still important? •  TV is still the most influential media for brand value •  Need a premium print presence to retain existing consumers •  Online can be used to enhance traditional media presence CASE STUDY Similar campaign  from L’oreal Ombres 2013 invested £130k online £1.2m offline TV was their biggest offline cost 3 Marketing investment model
  • 4. Grab Attention Visibility of the brand advertised in traditional media Download app, like on Facebook, view website See how it looks on real models Grow Awareness Brand recognition Overcome barriers  Trust home colours Engage Digitally Try new colours digitally using the the digital hair trial tool Learn how it works digitally and why its as good as a salon by watching YouTube videos, reading blogs and reviews Quality experience Best home colour Premium Product Ultimate Packaging is easy to open, feels premium. Easy to use with simple instructions and online help as well as using Augmented reality on packaging leading customer to tutorials Best results for DIY hair dye, gives salon quality Brand awareness Brandengagement Convert from fan To first time buy Path to purchase Stand out packaging Education about product at point of purchase Experiential in store Free trial while shopping Advice from in-store experts iBeacon discount links digital to trial Share experience Like us on Facebook Follow us on twitter Share photos on Pinterest and Instagram to get exclusive offers Invite friends to try, download or join  and we will give rewards Community of super fans, experts & advice Online advocate Share and engage PRE-TRIGGER ZMOT FMOT SMOT UMOT Stimulus First moment  of truth (shelf) Second moment  of truth (experience) Ultimate moment  of truth (share) Zero moment of truth Our consumer shopper journey 4
  • 5. Advocacy Loyalty Co-ordinated and seamless across all digital and non digital touch points to reinforce branding messages and enhance sales 5 online experiential online Sales online experiential Evaluation online experiential Awareness online offline Photo uploads Tonacity promotions How to videos, advertorials Augmented reality Mobile salon online create  & share Google, Bing, Yahoo adwords interactive Store front Posters Reviews shares UGC Likes Tags Retweets Followers Repins Posts Instore demos G+   Subscriptions Engage consumers across all touch points instore
  • 6. Experiential ATLTVandPrint DriveTrafficOnline  Interactive retailer window display Matches hair colour with skin, eyes & season trends Choose your colour then book appointment inside Maintain presence in premium magazines to retain existing consumers Offer rewards for signing up digitally to link offline and online campaigns Pop up demos in our  retailers across UK Consultants guide consumers live in store Instagram, social media & Rachel Weisz live appearances integrated Train station and bus station ads target busy commuting consumer Augmented reality bus station ad to try hair colours virtually Call to action: get App Rachel Weisz live in-store for experiential marketing Rachel Weisz Google hangout to create digital content Rachel Weisz Instagram & Youtube feeds Street pop up and mobile  beauty trucks offering a complimentary one hour hair makeover Create awareness and trial Experts promote online competitions and Youtube tutorials Use existing retailers CRM  to focus on “cross shop”and allows  propensity modeling. Target shoppers who also bought other premium brands e.g. Chanel, Mulberry etc. Take Control of your hair Take control of your time Take control of your money Ask consumers to engage with social media “What do you want to take control of today?” #takecontrol Create stories “take control of hair & time” Street Traffic Pop Up Demo Experiential Print and TV Outdoor Media CRM and DM Take Control ATL Rachel Weisz #takecontrol OFFLINE strategy - Increase brand awareness and drive traffic online 6
  • 7. Tonacity web page, app The Tonacity website will include landing pages with a responsive design optimized for desktop, mobile and tablets. It would feature top tips from Rachel Weisz, articles on hair trends, videos, reviews and a list of where you can purchase Tonacity. An additional option would be to have a guest hair stylist blogger contribute to the website. This will provide current information and be a useful way of improving SEO. The website acts as a focal point for the other social media platforms and provides a place to host content. Following the launch of the website a mobile application would provide information to customers on the move around hair style, colouring, tips and trends, “What Suits You” feature to increase engagement. Google Keywords Targeting (Google Search  and Partners) This will involve mapping out important keywords that users search for based on broad phrases and exact search keyword terms. In addition, we will also identify ‘negative’ keywords to avoid unrelated terms. This can be achieved by brainstorming and analyzing competitors’ keywords and related keywords to determine how users search for the items of interests such as hair colouring, hair colouring tips, hair colouring alternatives, salon hair dyeing and hair colouring kits.  We will use this to identify successful keywords to refine / focus bidding strategies ensuring the highest possible conversion rates to drive sales to online web store.  The keywords will need to be continually updated to reflect new keywords for long term maintenance / optimization. Display / Content Network This strategy can be applied to associated hair related keywords on the web. Google has a network where we are able to reach out to the public and gain exposure via almost all the square, rectangular and skyscraper banner advertisements on the web. Interest Category / Topic targeting By selectively targeting users who are already browsing relevant hair content related forums and websites - such as beauty, fitness, entertainment, shopping and leisure. Website placements targeting This will include the careful selection of relevant websites and forums by choosing the ones that have potential to drive the most clicks and sales through our conversion tracking. ONLINE strategy – Google Adwords, Social Media, Digital brand content Powerful Remarketing Strategy The other keyword strategies will be followed up with a remarketing strategy. Our target group has a busy hectic lifestyle, gets distracted by phone calls, multiple browser windows at work, or even numerous appointments that delays the product research process and purchasing decision. Therefore, if a user has been on a hair-colour related website or has clicked articles on hair dyeing, we will have ads positioned on websites with Google remarketing ads for when they are next online. The ads will provide a strong call to action encouraging the customer to finish their research and purchase. Video, Pre roll, Post roll & Portal takeovers We will target video advertisements (pre-rolls and post rolls before content is displayed) as well as associated YouTube related video categories. We will also explore potential website portal page takeovers to brand the front-page of a website with our ads to amplify our presence and strengthen awareness of the product. An example would be the blog of an Influential hair stylist. Consistent Campaign & Targeting refinements  (+ Mobile Ad Targeting & Strategy) With all of the above, consistent revisions of online conversions and conversion rates will assist dramatically in evaluating results and metrics. In addition, continuous keyword and trend analysis will be performed based on data insights from Google Analytics to help revise our campaigns further. Extra targeting refinements will be made on several additional factors, such as demographics on age, gender, geographical location, mobile targeting and A/B split testing experimentation. Social media platforms: Facebook, Twitter, Google+, Instagram, Pinterest, Tumblr @kleurtonacity ♯takecontrol We will use social media to generate brand awareness by encouraging the sharing of information and discussions around taking control, colouring, product usage, before & after photos, for spreading endorsements and to integrate offline promotions and events. The Facebook advertising function will be used to target specific demographics, Google Maps will show purchase points and Google+ will provide Hangout sessions for followers, allowing us to segment customers and to increase SEO value. Furthermore, YouTube videos will be used to share "how to videos" to reduce the inexperience barriers of our target market.   The brand ambassador Rachel Weisz will be asked to provide tips, endorse the product, and help in usage application. Audience Target Bid Strategy Keyword Strategy Targeted Ad Copy 8
  • 8. 8 Tonacity #Take Control HAIR Our audience are busy, time poor successful women, and therefore the need to be able to feel in control is paramount to these women. Tonacity has focused on three core aspects around control – time, money and their hair. To a lot of women, their hair truly is their crown and glory. Too many times a women has experienced unsatisfactory results from a salon. With Tonacitys expertly engineered application tool, woman are finally able to Take Control in the comfort of their own home. Our app allows the user to input their details to easily find the best colour specifically suited to them, alongside the interactive window display. Every woman would love to be able to know that their money spent at a salon would be guaranteed with a satisfactory result. Too often this is not the case. Women can Take Control knowing that Tonacity only uses high quality ingredients that are 100% free of ammonia and are odorless. Our before and after shots from our pop up store and our mobile beauty trucks visualise via our Instagram page, the successful results from hundreds of women. Our audience are time poor, juggling a career, family life and the pressures of daily life to fit it all in. Trips to the salon are time consuming, and often scheduled late in the evenings, and sometimes seen as a chore. With Tonacity, women are able to reclaim their time and Take Control with salon results in less than an hour. Our Youtube tutorials give clear step by step instructions, alongside our Google+ page endorsed by trusted beauty bloggers. #Take  Control HAIR MONEY TIME Women are invited to share with  Tonacity what elements in their life  they want to take control of using our hashtag #Takecontrol across Twitter and Instagram, with our Facebook page and website promoting the best of the day entries. Creating an engaging dialogue with Tonacity and their audience, as well as within our audience. To incentivise our audience all submissions go in the draw to win a selection of prizes that further reflect Tonacitys two core USPs time and money. Tonacity will pay the bill you would otherwise have spent at the salon and reward you with bonus time you otherwise would have spent at a salon by offering a user voted prize from 5 themes ... Travel – Hotel Accommodation for two Dining – Dinner for two Household – One months free cleaning Retail – Voucher to spend at our participating distributors Beauty – Mobile massage brought to you. WHAT DO YOU WANT TO TAKE CONTROL OF TODAY? The take control model The take control online campaign
  • 9. R Downloads, new users R Sessions, length R Active users R Loyalty & retention rates R CTR to/from website/retailers R Photo uploads/shares R QR/2D scans R Demographic analysis R Offer CTA rate All data will be utilized to continuously monitor the effectiveness of the campaign in terms of revenue/brand awareness and to determine any strategy improvements. Prompted/Unprompted brand awareness R Brand characteristics awareness, R Share of voice/ Share of spending R Pre condition state engagement index-  Future behaviour index R NPS score R Purchase funnel R Customer retention rates R Sales revenue and margin R Incremental sales by channel R Cost per lead R ROI Social media R Views, likes, unlikes. followers,  tweets, +1’s, repins, uploads, comments, reviews, photos & coupons downloaded, competitions entered, tags, posts, shares R Links to Kleur website/App R Sentiment analysis Online and offline measurements and KPIs 9 Efficiency related metrics: R SEO Page ranking, unique visits, page views R Keyword performance/CTR R Adwords campaign analytics/CTR R Abandonment rate, GCP R Referral websites R Frequency & length of return visits R Bounce rate R Impression share Engagement metrics: R Subscribers=>CTA ratio R Email marketing engagement score R Videos watched/shared R Coupon downloads R Conversion rates, days to conversion R CTR to retailers online store Website Traditional media R Efficiency related metrics: Reach,  Frequency, OTS, GRP, GI, R Cost related metrics: CPRP, CPT, Cost per GRP App The marketing campaign timeline july nov mar may sept jul Brand Launch Online – Facebook banners, digital banners, Google ad words, Offline – Rachel Weisz adverts and outdoor media sept jan 2015 Creative online campaign #Take Control TAKE CONTROL OF YOUR HAIR TAKE CONTROL OF YOUR TIME TAKE CONTROL OF YOUR MONEY Experiential Campaigns Interactive window display at retailers, where the window in effect tells woman what the best hair colour is for them based on the season, their skin and eyebrow colour Mobile roadshow with beauty trucks offering a complimentary one hour hair makeover are positioned across the UK. Website – Styled like a glossy mag, with top tips from Rachel Weisz, articles on hair trends App – Interactive, playful function whereby users can upload their image and play around with different hair shade colours available. Drives mobile sales, and enable push notifications. Digital Launch Youtube, Facebook, Twitter - Collaborate with content providers who have an audience of busy, active women. Prompt reviews, offer free trial, Engage with competitions and promotions Build Tonacity community Revenue Strategic insights
  • 10. Marketing Strategy %20craig&geo=GB&date=1%2F2013%2013m&cmpt=q  Market Research %20craig&geo=GB&date=1%2F2013%2013m&cmpt=q utm_source=Sailthru&utm_medium=email&utm_term=daily&utm_campaign=Daily %202014-04-15#!Fy0AB Appendix 10