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- 1. Target’s Beauty Concierge Digital Strategy @Molly271 #NMDL2014
- 3. Goals • Create awareness • Increase sales in Beauty Division
- 4. Target Audience • Ages 16-24 • Women • New to makeup • Beauty lovers on a budget
- 5. Beauty Concierge Blog • Product highlights • Video tutorials, product reviews & articles
- 6. Tools
- 7. Tactics • Photo Contest – Share photos of BC service on social media • Sonia Kashuk makeover
- 8. Google • Google AdWords – Smoky eyes – Contouring – Makeup tutorial – Hair volume – Red lipstick
- 9. Budget & Measurement • $60,000 /month budget • Measurement – Sales increase – Social media following
- 10. Conclusion
Editor's Notes
- Having the ability to choose a product from a vast assortment is great. I love the freedom of having a wide selection to choose from. Sometimes, however, a large assortment can be overwhelming. The Beauty Department is a good example of times when too many products can start to cloud our judgment. This photo showcases the vast array of options available to consumers in this division. If someone wanted a new lipstick, they would have 206 options to choose from. Yikes, that’s a lot to choose from. The more you think of it, you realize you really want red lipstick. You now have 23 different options to choose from. This is still a very sizeable number.The Beauty Concierge service at Target was created to help guests find the products they want in a sea of choices. They can help you find the perfect shade of red with the right color undertone to suit your individual skin tone. This level of personalized service is new to this segment as no other supercenter retailer is offering this service.
- The main goal of this digital media strategy is to create awareness for this very new service. It is currently not offered in all states, but the number is expanding to reach all stores in the near future. This campaign is designed to begin once the service is in all stores.Many people don’t know that Target has this service available to its guests. Others have seen the Beauty Concierge in store and did not realize what exactly they were there for. By creating a greater awareness of the mission and service offering of the Beauty Concierge program, guests will feel confident seeking advice from this team.In addition, we will be looking for an increase in sales in the Beauty Division overall. The BC’s should be helping to cross-sell and promote new products so the guests will feel confident with their new purchases and Target will realize a larger size in basket dollars and units per transaction.
- This digital strategy will be targeting females in an age range of 16-24. This group of people are the largest consumer group of the Beauty Division and will have the greatest impact in a targeted campaign. Also, this group is responsive to social media and is more likely to engage with our online efforts.Also, the guests that are new to purchasing makeup will be targeted as they will greatly benefit from the BC service. Finally, guests who are already beauty lovers but who shop on a budget will be targeted. These guests are looking for the latest products and trends but don’t want to spendmoney at Sephora or department store makeup counters. We need to help people understand that Target has all of your beauty needs and the latest trends at a great price.
- The heart and soul of this digital strategy will be the Beauty Concierge Blog. This will be the go-to spot for guests looking for more information and those who are looking to receive updates on the newest trends. This blog will contain video tutorials, product reviews, and articles on relevant topics for women seeking more information about their beauty options. The blog will update to highlight a product, technique or brand every week. The BC’s will showcase looks from the highlighted products so guests can get a glimpse of the BC service and visit their store to learn even more. The Beauty Concierge website already has featured products so the blog would be expanding this concept to not only highlight products, but provide how-to's and knowledge about how to use the products to create the desired effect.
- Target must have a presence on YouTube, Twitter, Instagram and Facebook specifically for the Beauty Concierge service. This will help people direct their posts and find information on this service. These pages should be connected to but separate from the main Target pages on the respective social media platforms.Facebook should be a hub for the BC service. It will be a sounding board for guest reactions and feedback as well as a place for Target to re-announce things highlighted on the blog. They will post little teasers for the new highlighted item and direct customers to the blog for more information on how to rock the look. This will help engage guests so they are clicking through multiple platforms. YouTube is extremely important for the beauty industry. There are now 700 million monthly YouTube beauty video views, up from 300 million views per month in 2010. Target's Beauty Concierge service should have its own channel on YouTube to post its beauty tutorials and then post these videos to their blog to spur interaction. Target is currently running TV spots that highlight their beauty lines. This campaign would expand on these trends and show tutorials for the looks.
- In addition to the blog, another pivotal point of this strategy is a guest photo contest. Guests will go to Target and visit the BC and then share a photo of the products that they purchased or the tips they received. These photos will be posted on Twitter, Facebook, and Instagram. The contest will span a month and the winner will receive a full face makeover by SoniaKashuk. Sonia sells her own makeup line exclusively through Target so guests are familiar with her and her work.This photo contest will encourage guests to try the new service and then share their experience with their network. This will help spread awareness of the BC service throughout social media and kickoff this targeted campaign.
- For this campaign, we will be utilizing Google AdWords to help drive traffic to the Beauty Concierge content. These words were chosen after researching in the AdWord planner and finding that they were frequently searched in Google. These are also frequently requested beauty videos on YouTube and people can't seem to get enough tutorials on smoky eyes or facial contouring.
- Because this is such a big digital strategy, there needs to be an ample budget to ensure the campaign’s success. This budget should be $60,000 per month. This number would include the time spent developing content for the blogs, Google AdWords paid media, and the time spent monitoring the social media pages and interacting with guests. These costs will be made up in part by increases in sales of beauty products in addition to the growth of the total basket size while shopping. Guests will increase the number of items per shopping trip and dollars per sale with the help of the Beauty Concierge service. We hope that this will translate to other departments as well. The best thing for us to measure in this campaign is the number of pictures submitted, the number of followers / likes / friends on our social media accounts, and the sales lift on featured items and brands. This will tell us how many users are engaged in this campaign and what the payoff is in sales. If we are updating the blog with new products and tutorials and we are not seeing an increase in sales, we will know that we need to tweak the campaign.
- In order for Target's Beauty Concierge service to gain popularity and impact sales we must promote it with a digital marketing strategy. The most effective strategy centers around dynamic inbound marketing in the form of a Beauty Blog with engaging video and pictorial content.Trends and products will be highlighted by the BC's and the content will be able to be readily shared by guests. In addition, the photo contest will encourage guests to experience the service for themselves and share this experience with their network through social media. Because guests are sharing their Target BC experience via social media sites, we need to have campaign presence on Twitter, Facebook, Instagram, and YouTube in order to nurture the guest interactions. If this digital marketing campaign is successful, we will see it through social media following and increases in sales through the beauty department. It's time to get started!