2. Introduction / Executive Summary &
USP
Our product promise and USP: Ease of use, high quality & lasting colour
Salon look from home, innovative multi-tones, odourless & ammonia free
We, "Set the Tone" with our customers by reaching them throughout the day
on their smartphone or digital device. Online opens up channels to customers.
Campaign Main Targets: 1 in 2 know: "Set the Tone", 40% market share and
60% repeat sales amongst many highly effective KPIs
#SETTHETONE
Inform to build trust &
Loyalty with education
Overcome the fear
factor of self-colouring
Leverage customer
smartphone ownership
Best mix of on & offline
#SETTHETONE
Inform to build trust &
Loyalty with education
Overcome the fear
factor of self-colouring
Leverage customer
smartphone ownership
Best mix of on & offline
Connect and leave the competition behindConnect and leave the competition behind
The rest:
Hair salons
Self-colouring kits
of varying
quality
The Stylish
Teen
Inbetweener
The 20-30 Business
Professional
The 30-40
successful
have it all
mother
3. #3
Competitors and substitutes
Low
end
High
end
Easy to use Complex and
time consuming
vidal-sassoons-latest-diy-hair-color-kit-just-might-give-your-stylist-some-competition
8-pro-quality-hair-dyes-let-you-skip-salon
4. #4
Multi-Channel Strategy - Objectives
Brand management, education and storytelling with digital focus
Brand positioning in press and digital media to build an engaged customer base
Engage with audience through relevant content and conversations (digital and social)
Set the tone: Content creation linked to main campaign themes
Search and advertising strategy to drive inbound traffic and generate leads
Email, video and gamification strategy to nurture and engage with clients
Encourage and celebrate community contribution
Brand positioning in social media to build an engaged social community
Above the line strategy complemented by digital tools to drive footfall
Geotargeting to drive footfall and in-store conversions
Point of sale promotions to increase conversion and average transaction size
Generate traffic to stores and offline sales
Online reach, conversion and engagement via website and digital channels
Create brand awareness
Create positive experiences/satisfied customers
Leverage customer feedback and contributions
Referral campaign for clients to introduce friends
Build loyalty and advocacy, generate repeat sales
5. Customer profile
Meet Jane Meet Marisha Meet Kyra
35, and arrived 25, no ties 17, inbetweener
Work & home access
Smartphone/tablet
Prefers laptop for work
Browses/shops online
55% on smartphone
30-40 Demographic 20-29 Demographic 13-19 Demographic
Work & home access
Smartphone owner
Browses/chats in spare
moments/leisure time
75% on smartphone
Own smartphone
Family devices
Constantly online
Smartphone: Must have
76% on smartphone
Possibly married
with children
On a good salary and might
be studying in Higher Ed.
Busy, on a tight schedule
Trusts friends' opinions
Fears not looking her best
Fears messing up her hair
Interests: Appearance, fashion
Spends: High quality products
Reads: ELLE, Cosmo..in print
Follows: blogs, pinterest,
YouTube, fashion, designer
pages and tutorials.
Starting a career
Law/Business
Management
She budgets to look her best
Influenced by colleagues
High class salons too costly
Appearance counts at work
Willing to try self-colouring
Interests: Appearance, fashion
Spends: High quality products
Reads: ELLE, Cosmo..online
Follows: blogs, facebook,
LinkedIn, fashion, designer
pages and tutorials.
Attends school
or college and is
motivated
On budget but parents pay
Friends are important
Music/fashion matters
Peer pressure to look good
Wants to be noticed
Parents set some rules
Interests: Music/fashion
Spends: High Street
Reads: Social posts
Follows: facebook, Instagram,
friends' opinions matter.
Weareapps (2013). UK Mobile devices usage & demographics. London, January 2013.
7. Ads: programmatic, retargeted
Paid & organic search
Website: store finder, FAQs
"How To" videos, Reviews
Social media conversations
Online demos, Online order
Store demos
Mobile site and App.
Ads: programmatic, retargeted
Paid & organic search
Website: store finder, FAQs
"How To" videos, Reviews
Social media conversations
Online demos, Online order
Store demos
Mobile site and App.
"Set the Tone" Marketing Campaign &
Customer Journey
Ads: programmatic, retargeted
Online editorial/offline pro editorial
Video/TV/Magazine Ads/Trail packs
Reviews - Off/online, testimonials
Social media, Pro Bloggers
Ads: programmatic, retargeted
Online editorial/offline pro editorial
Video/TV/Magazine Ads/Trail packs
Reviews - Off/online, testimonials
Social media, Pro Bloggers
Awareness
Set the Tone
Advocacy
Repeat
the
Tone
Purchase
Buy the
Tone
Retention
Love the
Tone
Consideration
Find the
Tone
Celebrity Stories
Forums, social media, reviews
Video
Events
Online sign-up
Generating: word of mouth
Celebrity Stories
Forums, social media, reviews
Video
Events
Online sign-up
Generating: word of mouth
Customer service
Brand engagement
Automatic reordering
Mobile reminders
Online App
Follow-up emails
Text messages
Customer service
Brand engagement
Automatic reordering
Mobile reminders
Online App
Follow-up emails
Text messages
Our website & our developed
online lifestyle/fashion
community: provides
touchpoints throughout
the customer journey
9. Offline
•TV advertisements
•Magazine print advertisements
•Billboard advertisements
•Vouchers
•Birchbox & Glossybox
Online
•Hero storytelling content to
inspire purchase via YouTube,
Facebook and Instagram
•Social media advertisement
•Search and display
advertisements
•Online banner ads
•Google AdWords
9
Inspire and connect with the customer
through advertisement
Convert old school media with online digital tools
Owned Earned Paid
Leader board
online advert
Twitter promo
advert
Skyscraper online advert
Customer uses QR Code
on (Paid) print advert to
visit Tonacity (Earned)
company website.
Customer retweets and
tweets (Earned) about
a promoted Tweet (Paid)
that excites them.
Customer comments
(Earned) on a YouTube
channel video (Owned).
Customers post (Earned)
and share (Earned) about
how they "set the tone".
Customer stories because
the customer is the hero
QR Codes and sign up
Promos invite them to
go online for more content
10. #10
Advertising creativeContent strategy…
consistent and interlinking across all channels
Content strategy:
Youtube
Social media
Promoted content
Magazine ads
TV ads
Hero content to
inspire and
takeaway colouring
fears: important at
stimulus, ZMOT,
FMOT
Hygiene content to
educate for use:
vital at SMOT,
UMOT
HERO
The go-getter
tone setter
Your tone!KLEUR
HYGIENE
Five
Steps
to
Perfection
Sorted! See the
"after" photo-shoot
#setthetone
11. #11
Digital advertising strategy
Prospecting ads ZMOT
Programmatic ads ZMOT / FMOT
Contextual ads
(such as Adsense,
site specific display banners)
FMOT
Search / Adwords
Paid (and organic) ZMOT / FMOT
Behavioural ads
(Retargeted) FMOT
Email / mobile text FMOT / SMOT / UMOT
Social media ads ZMOT / FMOT / SMOT / UMOT
Partly based on: Mc Lellan, L (2014, January 9). Digital Marketing Budgets Increase, Reflecting
Focus on Customer Experience. Retrieved on June 16, 2015 from Gartner website www.gartner.com
Across industries digital spend is surpassing traditional and the average
budget is over 10% of company revenue
Mobile andonlinecountedas one
Mobile andonlinecountedas one
35
24
15
10
8
5
3 Key: of campaign%
12. Key Performance Indicators & Metrics
•Awareness
•Consideration
•Preference
•Purchase
•Retention
•10m facebook &
•Google Ad
•impressions.
•Top 3 search
•5m social
•'friends'
•1m YouTube
•views
•1 in 2 know
•'Set the Tone'
•strapline
•3m visit
•Tonacity Site.
•10% click thru
•0.5m 'likes'/shares
•40% market
•share
•0.5m 'likes' and
•shares across
•social media
•10% click
•thru from
•search and
•facebook
•70% positive
•comments
•100K items
•sold - 2.5x
•Marketing in Y1
•5K 'selfie'
•competition
•entries
•Website &
•social media
•loyalty
•5K 'friend'
•referral
•coupon
•redemption
•40% repeat
•Tonacity site
•visits. 30K 'likes'
•on social media
•60% repeat
•sales in Y1
•30% reserved
•online
Five
Key
Metrics
Five
Key
Metrics
Total
Visits
Total
Visits
Retention
Rate
Retention
Rate
Bounce
Rate
Bounce
Rate
Analytics
Specific
Traffic
Analytics
Specific
Traffic
Close Rate
Sales
over
leads
Close Rate
Sales
over
leads
#12
DeMers, J (2014, August 15). 10 Online Marketing Metrics You Need To Be Measuring. Retrieved on June 16, 2015
from Forbes website: www.forbes.com
13. The Campaign – to be develop
once strategy is in place
13
