Bf 2014 marketing_strategy_1.12.2014

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  • Society6 exited in June 2013 for $94M (3X run-rate sales or 6X 2012 sales)
  • We have a massive INTERNATIONAL/DIVERSE network of artists, and this is only tip of iceberg (about to open this up through online on-boarding and by expanding product mix).
  • Our vision is to create a proprietary global artist network to fuel a design, manufacturing, distribution, and marketing platformWe believe a hybrid e-commerce model combined with traditional retail fundamentals will serve to fuel rapid growth as well as giving us a path to profitabilityIn the near-term, we expect the following to drive our growth:Expanding, talented artist baseE-commerce marketplace with growing trafficGrowing international and domestic retail channel opportunitiesPassionate and engaged community of “believers”Diverse product mixOur entry point into the market was footwear. This was important to establish BucketFeet as an authentic brand. A different artist designs every shoe we produce. Talented artists get the global exposure they deserve, and customers get original shoes that stand out and tell a story.We have proven our model works, now it is time to invest in SCALE …
  • Society6 exited in June 2013 for $94M (3X run-rate sales or 6X 2012 sales)
  • Society6 exited in June 2013 for $94M (3X run-rate sales or 6X 2012 sales)
  • Bf 2014 marketing_strategy_1.12.2014

    1. 1. 2014 Marketing Strategy
    2. 2. Contents • • • • • Overview Background Strategy: Overview Key Functions: • Social x Digital • Website x Product • Partnerships • Artist Community • Channel • Experiential • PR x Influencer • Loyalty • Brand Campaigns KPI Benchmark x Success Measurement
    3. 3. Background
    4. 4. Current Status In 2013 marketing efforts, BucketFeet: • • • • • • • Successfully grew and established social communities with the greatest success found in Instagram and Facebook Created memorable and meaningful Pop-Up and Experiential moments that drove brand growth at channel level Crafted PR strategies and stories in-house and with Shout PR #NextBucketFeetArtist contest Hosted ad-hoc social media promotions Effectively, consistently communicated via e-mail Ran efficient social ads driving sales conversion and LIKE acquisition
    5. 5. Overview In 2014, we will seek to: • Drive more efficient social and digital conversion identifying and optimizing against both lifetime consumer value and best acquisition costs • Optimize and redefine the artist community efforts • Launch partnerships that drive scalable brand awareness, engagement and demand • Create a unified, ownable brand story, philosophy and visual identity • Advance our e-mail and paid conversion campaigns with more sophisticated segmentation and optimization • Better elevate the talent within BucketFeet via PR and visibility efforts • Increase our social engagement and equity • Get more earned media activity with bloggers and influencers
    6. 6. Goals By December 31, 2014, success will be achieved, if: • Brand awareness is increased against a benchmarked competitive set • Clearly identified and optimized LTV and CTA for all consumers • Engagements are higher in all forms within digital, social, e-communication • Nordstrom re-orders, and praises our marketing efforts (with other retailers coming on board as a result) • Marketing is driving a higher % of sales efforts • Brand voice is clearly communicated with consumer recall • More artists are more deeply engaged in the brand
    7. 7. OBJECTIVE STRATEGIES ASSOCIATED KPIS Awareness Launch a defined, ownable brand story campaign across all marketing channels that drives authentic brand awareness, around key product/retailer launches and with the target consumer. • • • • Impressions Share of Voice Sales Acquired Consumers Engagement Deepen engagement with BF artists and consumers alike by providing them with more incentivized opportunities to engage with the brand at varying barriers to entry, across social and offline channels. • Engagements (Likes, Shares, Comments) % of Artists Active # Registered Artists • • Demand Increase demand efficiency by deploying segmented communications efforts across all paid, earned and owned media channels that identify and track consumer adoption and then optimize against the best performing adoption. • • • • Loyalty Initiate a targeted social loyalty program that rewards consumers with exclusive content • Sales Conversion Email Subscribers Attributable $$ Earned LTV of Acquired Consumer Engagements per Acquired
    8. 8. Opportunit Authentic Storytelling y Celebrity x Tastemaker Artist Collaboration Promotions & Stunts
    9. 9. Marketing Ecosystem Social Ads Social Partnerships Blogger Partnerships Re-Targeting Affiliate Referral Programming Event Participation x Sponsorship Street Snipes x OOH Live Art Installations PR Partnerships Artist Collaborations Artist Affiliate Programs Influencer Seeding Influencer x Tastemaker Partnerships Social Media E-Commerce / Blog Experiential Loyalty/CRM Program Pop-Up E-Communication Artist Community Promotions x Contests
    10. 10. Strategy
    11. 11. Overview The elevator pitch approach in 2014 is: • • • • • • • • Clearly articulate what BucketFeet “is” Elevate key BucketFeet talent as voices/experts/creators Tell better stories (in a more distinct way) Activate more artists as brand ambassadors and assets Leverage social and digital to scale all marketing efforts Better engage influencers Team up with partners who bring us an abundance of the right eyeballs Engage consumers around the art at the heart of the BF story
    12. 12. How We Do It Leverage the scalability and accountability of social media to efficiently drive awareness, adoption and brand growth across all offline and online marketing channels. This is anchored by carefully targeted events, promotions, product launches, partnerships… and by the significant expansion of BucketFeet artists as a true brand platform.
    13. 13. BRAND PHILOSOPHY EVOLVED DISCOVERY DISTINCT GLOBAL EQUITY EXPANDING ARTIST NETWORK OWNABLE RETAIL ACTIVATIONS WE BELIEVE ART IS FOR EVERYONE // BRAND STORYTELLING ARTIST NETWORK AND COMMUNITY PARTNER MARKETING E-COMMERCE x E-COMMUNICATIONS SOCIAL MEDIA x WORD OF MOUTH x DIGITAL MARKETING SEO x SEM PR x INFLUENCER EXPERIENTIAL LOYALTY & CRM ONGOING OPTIMIZATION EFFORTS
    14. 14. Key Mktg Functions FUNCTION DESCRIPTION KEY PROGRAMMING Channel Support of key retailers in identified top markets. • • • • • Product Launch Support Brand Asset Kits Store Employee Incentives In-Store POP In-Store Artist Experiences Social Media Refine and scale channel acquisition and content generation efforts. Systematize and test new promotions. • • • • Integrated Social Promotions Content Storytelling Social Advertisements Consumer Acquisition Digital Media Driving more efficient online conversions to e-commerce while initiating integrated brand stories across digital, influencer, social channels. • • • • • • • • Retargeting Campaigns SEO/SEM Banner Ads Affiliate Programming Blog Content Syndication Digital Partnerships Influencer Partnerships Integrated Promotions (.com, email, social, influencer)
    15. 15. Key Mktg Functions II FUNCTION DESCRIPTION KEY PROGRAMMING Email Communicati ons Connecting with consumers via targeted, segmented email campaigns that drive transactions, awareness and consumer engagement (at once and separately). • Artist Community • • Segmented Email Campaigns Conversion Tracking and Cohort Identification Collaborative List Building with Identified Partners Revamping the Artist Network to • Development of BF Artist Network Platform provide a more turnkey • Rebranding of “Artist experience for active and Network” inactive BF artists. • Development of engagement toolkit for BF artists Partnerships The launch of 4 partnerships in 2014 with entities or individuals who achieve growth for BF with regards to core brand priorities. Goal to expand to 8 partnerships in 2015. • • • Collaborative Product “Collections” Co-Marketing Promotional Activation Campaigns Tracking and Case Study Analysis of Partnership Campaigns
    16. 16. Key Mktg Functions III FUNCTION DESCRIPTION Brand Storytelling Curate and tell the best stories • Revamp and re-launch of the BF brand voice of the BF brand through • Creation of more custom integrated, contextual images, video and visual storytelling across all marketing content channels. Experiential Create impactful pop-up and experiential moments during key sales windows and product launch moments in top markets. • Activation of targeted influencer programming, co-branded promotions and PR outreach yielding an increase in brand share of voice, engagements and impressions. • • • • PR & Influencer KEY PROGRAMMING • • Strategic deployment of pop-up shops Street Snipes Stunt Activations (SXSW, Lolla, etc) Targeted PR seeding Influencer Activation Celebrity Seeding Influencer Promotional Partnerships (giveaways, contests, content generation)
    17. 17. Function Prioritization PR & Influencer Loyalty &CRM Digital Media E-Comms & Commerce Artist Community Channel Social Media Brand Story Partnerships Experiential
    18. 18. How We Win Activate Our Artists • Create more ways for them to engage • Activate more artists, more frequently • Launch platform that is a community-esque living asset that scales on its own • Craft meaningful programs that excite store associates and channel partners Create Targeted • Clearly communicate BucketFeet brand story in an ownable, memorable way Demand Scale Social Efforts Distinct Brand Story Partner Up • Better engage and excite existing social audience • Create unique brand voice and corresponding visual story • Develop audience that scales more quickly reaching a critical mass in all channels • Deploy first branded campaign aimed at enriching brand equity • Get our contextual storytelling right • Test, test, test within experiential, content stories, promotions and programs • Partner with the right non-competitive brands across diverse niche industries (fashion, art, music) • Activate partnerships strategically to bring new audience to both partner and BF while generating meaningful equity and revenue for both
    19. 19. Strategy: Social x Digital Primary Objectives Served: Engagement, Loyalty, Demand
    20. 20. Social Media: Systematize and scale Overview efforts social media across all top channels, better telling the BF story through a modified, optimized brand voice and corresponding visual. Key immediate action items include: • • • Re-vamp brand voice, developing guidelines and standards Create content based upon the channel of distribution, ensuring aligns with best social practices More strategically launch promotions and contests, integrated across channels and into
    21. 21. CHANNEL OBJECTIVE/ S PARAMETERS FOCUS Facebook Acquisition/CRM Awareness Engagement Storytelling • • 1x per day Promote post 3x per week Monthly Promo • • • • • Brand DNA – refined content Promotions/Contests Inspirational Posts Artist Elevation Channel / Sales Support Engagement Artist Interaction Storytelling • • 2x per day Hashtag library development (trending, original) • Separate accounts and launch new HQ/Artists accounts Elevate artist curatorial POV Drive conversion, engagement Customer Service Engagement Artist Interaction • • • 2x per day planned Hashtag library Real-time / ad-hoc response • Demand Engagement Storytelling • • 20-25 pins per week Link pins back to website/commerce • • • • Instagram Twitter Pinterest • • • • • • Tumblr Engagement Awareness Storytelling • • • 1x per day original, 1x per day re-blog Hashtag library Port over from current blog • • • Customer Response & Resolution Artist Interaction & Shout Outs Curation & Sharing of Interesting Content Visual Storytelling Trending Topics Featured Curate Art Drive Sales through Commerce Linkback Influencer Partnerships Re-launch as hub for brand blog Elevate artists Re-share content from tastemakers, influencers and content creators
    22. 22. Social Media: Integrated Promotions Develop a systematic approach to promotions that integrates efforts across social channels to build scale and efficiency, while increasing consumer adoption and engagement. • • • Quarterly seminal promotions: integrated across more than one social channel to support key brand initiatives with varying levels of barrier to entry; Ensure e-mail capture for all promotions for remarketing/acquisition; Ensure at least one consumer promotion has a user generated content (UGC) focus Single-day sales & engagement-driven promotions: on Facebook, Instagram, Tumblr and Twitter (1x per month) that encourage consumer response and content co-creation; encourage flash-sale style consumer action (provide exclusives, GWP, etc) Influencer co-branded promos: activate 8-10 contests/promos
    23. 23. MONTH Social Media: Q1 Calendar (working) KEY ACTIVATIONS Januar y • • • • • Februar y • #MadeToStandOut Promotion • Launch of new Instagram Accounts (HQ & Artists) • Shoe Launch: Social Story & Promo – Best Sellers, Aaron Classics, Socks • Social SEO & Retargeting Optimization • First Artist x BucketFeet Social Promotion • First Influencer Social Promotion • Rollout of SS 14 Lookbook Content March • Nordstrom Launch; SS 15 Launch • Shoe Launch: Social Story & Promo – Chicago, Spring I, Minty Fresh • Quarterly Social Promotion (integrated into Nordstrom) • SXSW Targeted Promotion Re-Launch of Blog on Tumblr Re-Launch of Pinterest Revamp of Brand Voice & Content Storytelling Launch: Social Story & Promo – Japan Roadtrip // Prints Art Prints Launch
    24. 24. MONTH Social Media: Q2 Calendar (working) KEY ACTIVATIONS April • Artist x BucketFeet Social Promotion • Influencer Social Promotion • Shoe Launch: Social Story & Promo – Out Soul, Spring “Inked,” Online Exclusive • Phase II Art Prints Push (Larger Push) • Soft Launch of BF Artist Network Community May • #MadeToStandOut Promotion • Launch of new Instagram Accounts (HQ & Artists) • Shoe Launch: Social Story & Promo: Barca Roadtrip, Summer II, Memorial Day • Quarterly Social Promotion June • • • • 1xRUN Partnership Launch World Cup – Social Promotion & Product Push Phase II Launch of BF Artist Network Community Shoe Launch: Social Story & Promo – Pineapple Remix, World Cup in Brazil, Tees/Tanks (TBD)
    25. 25. Digital Marketing With expanded PR, influencer, SEO & SEM efforts, leverage the ability of digital to scale marketing efforts across all key objectives including the following key activations: • • • INITIATE DISPLAY ADS: Deploy a targeted display campaign to enhance e-commerce launch of Nordstrom.com (and other key partners based upon success) DEPLOY SEARCH ROADBLOCKS: Via Adwords and SEO/SEM to generate maximized traffic to Nordstrom and other top partners initiating retargeting cycle; Utilize SEO/SEM insights to enhance paid digital offerings ACTIVATE ARTISTS x PARTNERS: Via expanded
    26. 26. Paid Media Expand paid media efforts in 2014 to drive better conversion, accountability and brand awareness independent of sales, including the following key efforts: • SOCIAL: Refine Facebook efforts, expand social ad efforts into Pinterest, Instagram, Twitter, FB Video • RE-TARGETING & TARGETING: Deployment of sophisticated re-targeting and consumer identification paid media campaigns, with better segmentation via Adroll / ad exchange • PARTNER WITH INFLUENCERS: Launch integrated, paid partnerships with influencers that directly reach the BF target consumer
    27. 27. SEO x SEM Beginning with an audit in conjunction with Offside, craft a refined SEM/SEO plan that drives more targeted consumer search conversion and adoption including: AUDIT January • Competitive analysis of current search efforts by all core category competitors • Identify actionable opportunity of where BF can win in search • Creation of revised search benchmark with new definition of success TEST RECO January-February • Test recommendatio n against benchmark • Optimize and categorize terms that we can win with, own holistically, that drive sales in category w/target REFINE RECO March-Onwards • Modify ecommerce to best work in concert with search efforts based upon the audit and early results • Testing new SEM campaigns to support key product collection and EXPAND RECO March- Onwards: • Continue social audit of optimizations to social strategy that will result in better social SEO and search conversion • Re-vamp based upon results todate
    28. 28. E-Comm: Overview In 2014, strategy is to re-fine and re-energize current efforts by tailoring messaging, content, offers and calls to action to specific consumer database segments, while growing the database with the target consumer segment. 1. SEGMENTATION: Segment database by defined demographic, psychographic criteria. Begin testing segmented messages, offers, calls to action and creative. Refine based upon performance. 2. SUBSCRIBER GROWTH: Expand database through paid media efforts, partnerships with external noncompetitive brands, promotions and incentive programs for current subscribers. Expand both
    29. 29. E-Comm: Driving Immediate During Q1Impact initiate targeted and Q2, segmentation, A/B testing of messaging and systematize re-marketing to generate repeat purchase, better initiating the consumer path to purchase funnel. Immediate action items include: • • • Segment database based upon purchase funnel, demographics and purchase history Individually target segments with messages, products and offers distinct to their segment, optimizing results based upon performance Integrate e-communications efforts into larger strategic efforts, to generate an increase in social sharability, consumer referral and secondary WOM via e-
    30. 30. Success is: Social Media x Digital: Snapshot E-Comms: • Better e-communications conversion rate • Comprehensive consumer segmentation with performance analysis identified and modeling complete. • Growth of database, exceeding KPIs. Social Media: • Creation of a distinct brand voice • Increase of social fan acquisition and owned consumer databases, exceeding all KPI Benchmark goals • Reaching a critical mass for all social promotional entries • Clear communication of the BF brand story SEO x SEM: • Keyword analysis and refined bank development with corresponding .com updates • Improved keyword conversion, successful roadblocks against key product / retailer launches Digital: • Successful launch and deployment of affiliate programming • Re-focused re-targeting and improved conversion from Adroll and digital media partners Paid Media: • Exceed all CPC/CPM/CPL goals • Test and prove concept in new social and digital paid mediums driving attributable sales
    31. 31. Strategy: Website x Primary Objectives Served: Demand, Engagement Product
    32. 32. Website: In tandem with the brand voiceOverview overhaul, launch of BF artist network and SEM/SEO audit, give the website a light refresh including: • • • • • • Refresh of copy to match revised brand tagline, philosophy Re-configure navigation to aggregate the cultural content into a single portal (new blog, artist inspiration/content, press etc) Revise paging schema so each active artist has a dedicated landing page and is easier to link to, better optimized for SEO Create a global distribution/location page where consumers can find retailers, showcase dynamic nature of content being created and shared across the globe by BF artists/fans Encourage review increase, potentially consider a plug-in such as BazaarVoice to amplify Clean-up “About” page and secondary content pages to be more concise, visual
    33. 33. Website: Product Pages Expand contextual selling experience within the product pages including: • • • • • Have virtual “try on” experience with short video loop that shows styled versions of the shoes in action Re-configure social sharing to make more simple, less redundant Re-think reviews mechanism and optimize process Show associated products/similar styles Improve load time and algorithm (e.g., if on-sale, remove from
    34. 34. Shoes: Packaging The product packaging experience will evolve to better emulate the sense of discovery and artistic creativity that is core to the DNA of the BucketFeet brand. Plan to update the packaging experience as follows in 2014: • • • Revise artist cards to better tell artist story with a scanable way to access rich artist media (videos, playlists, etc) to enhance the artist storytelling experience Update to actual packaging with box turning into more of a bag/tote/carrying case that sustains (e.g., is re-usable) with an ownable interplay of “foot/feet” into the package (tbd pending creative consult) Give all consumers push cards that they can gift to friends who ask them about their unique shoes, that provides each recipient with a one-time offer/incentive to purchase
    35. 35. Product Extensions: Packaging As we expand into prints and beyond in 2014, ensure all of our products are delivered with several ownable commonalities in packaging including: Discovery: Hidden design elements that surprise, delight. Call to Action: The packaging should trigger a consumer action with a compelling reason for them to do so. Utility: Find ways to have the packaging live onwards – e.g., as wrapping paper, as a bag, able to grow into a plant, as a piece of art in its own right.
    36. 36. Strategy: Primary Objectives Served: Demand, Awareness Partnerships
    37. 37. Partnerships In order to kick-start BF awareness and niche equity, seek to align with non-competitive partners across the various lifestyle niches that intersect with the BF target consumer and BF brand DNA. Target 4 partnerships in 2014, 8 in 2015. • • • • Creation of collaborative, limited edition product offering, available exclusively via BF Co-branded social media promotions, ecommunications and events Joint storytelling via collaborative content curation and creation (videos, Q/As, contextual marketing) Paid acquisition campaigns driving partner audience into BF social, e-commerce and email communications, in-store experiences when relevant
    38. 38. Why Partnerships? Aligning BF with provides us with a few essential benefits: 1. Access to their audience with the goal of converting them into our audience as transactional consumers 2. Alignment with entities or personas that increase our brand potency – credibility – creativity 3. Access to new artists who could expand the artist network offering and recruit new artists by association / proxy 4. Provides fun story for retail partners and consumers alike, gives them the surprise/delight that keeps them actively engaged
    39. 39. NICHE SAMPLE POTENTIAL PARTNERS Tastemaker / Influencer • • • • The Selby Uncrate // Core 77 Sea of Shoes Cobrasnake, Rukes, Nicky Digital, Tyler Shields Celebrity • • Music: Diplo / Major Lazer, Macklemore, Jason Mraz, Steve Aoki Actor: ? Need one. Art • • 1xRUN MoMA Community/No n-Profit • • • Rush Foundation Artlog Art Production Fund NonCompetitive Brand • • • • Uniqlo American Airlines Sol Republic Virgin Airlines / America (Uniform) VH1 • Chicago • • • Chance the Rapper FW “Creator” Photoshoot (810) Lollapalooza By February 2014, seek to have identified and initiated partnership deals with: • 4 collaborative partners – releasing collections including: 2 celebrity (musician and other), 1 art and 1 non-profit • More tactical promotional partnerships with 8-10 artists, influencers, media outlets for social promos, events • Timeline: • Inaugural Partnership Launch in June with 1xRUN • August – second partnership with an individual – celebrity/artist • September – third partnership w/celebrity/artist • November – pre-holiday partnership w/non-profit This should set the stage for 8 partnerships in 2015 covering off on
    40. 40. Partnership Criteria Potential partnerships evaluated based upon the following criteria: Authenticity Credibility Network of Artists / Consumers Unique Brand Attributes Reach Equity and Engagement with Audience Proven ability to sell products? Ability to Provide Scale Social x Digital Equity Volume of Acquired Consumers Willingness to Engage Actively Marketing Originality Bring something new to the table? Provide Access Have Distinct Marketplace Positioning Is their consumer the BF consumer? Does the BF consumer aspire to this persona/brand? Is there an opportunity to acquire their audience into ours? Audience
    41. 41. Strategy: Artist Primary Objectives Served: Engagement, Demand Community
    42. 42. Artist: Opportunity Expand the BFAN into a more structured “community” style program that provides a set of clearly articulated opportunities and benefits to current and potential BF artists. Better elevate the artists as part of the BF brand story and sales cycle to consumers, channel partners and media, alike. Activate partnerships with key players in the art community who open the doors for higher visibility artists who bring additional credibility, audience, scale to the BF artist community.
    43. 43. Artist: Our Audience The artist efforts will service and speak to three primary audiences simultaneously: • Current Engaged Artists – Ones we have done business with • Current Dormant Artists – Ones who have submitted designs but we have not yet activated with • Potential Future Artists – Ones we’d like to recruit or
    44. 44. Artist: The Program – Overview Develop an artist platform that lives primarily as a digital portal within BF.com and provides artists turnkey access to the full toolkit of opportunities that being a BF artist provides, as well as the best information about opportunities to get involved as a new artist. • • • • • RE-BRAND: as part of revamp project, re-brand the network to have a more ownable name OPTIMIZE SUBMISSIONS: Systematize submission and communication processes with artists CLEARLY COMMUNICATE VALUE: Demonstrate financial, intrinsic, community values of being part of the BF artist community CREATE COMMUNITY: Encourage transparency, collaboration and communication EXPAND ENGAGEMENT: Increase volume and diversity in
    45. 45. MODULE Artist: Key Modules: Active KEYArtists INCLUSION/S Activity • Provide key sales information - current commissions status, next payment date, earnings to-date, next payment date, etc. • Store list where that artist’s products are available • Upcoming submission deadlines, information Promo Toolkit • Give social assets to artists to share on own networks – banners, product images, Facebook timeline images, etc so can customize and give kudos to the artist • Give exclusive referral link trackable with a bonus incentive, potentially against their own product Artist Hub • Build out a more robust profile for each active artist, including more content, more distinct profile fields • Ensure each artist has a landing page where consumers can access al products (men/women/kid/print) through a single URL
    46. 46. MODULE Artist: Key Modules: ALL Artists KEY INCLUSION/S Education • How to video/content explaining to artists how to get started with BF, with tips and advice • Bimonthly educational seminars on key topics to help with entrepreneurialism, etc with artists co-hosting these TED-style talks • Q&A section with ability for artists to search FAQs and ask Co-Founders/BF team questions Social Opportunity • Provide social incentives for sharing of original images featuring BucketFeet, tagging BucketFeet with @ on Instagram, Twitter, Facebook (from fan page) • Determine thresholds and pay out $$ against qualified social engagements (i.e., if photo shared on Instagram tagging BF gets 5K likes – pay $20) Referral Code & Affiliate • Give each artist a custom referral code for purchasing on a sliding scale (first 20 # are higher value, then roll back to baseline discount) • Give each artist a recruitment link, if another artist joins and becomes active, give $$ or a credit
    47. 47. MODULE Artist: Key Modules: ALL Artists II KEY INCLUSION/S Prints: Rolling Submissions • Encourage engagement with prints and other lower barrier to entry products; drive to set up prints account • Prints submissions year round to be featured/produced on an on-going basis Featured Launch “Event” Reward Engagement • Feature BF artists through a launch event that takes over the artist portal elevating that artist in front of their peers – celebrating the artist reaching a goal, selling out a shoe, launching a distinct design, etc. • Create an activity threshold to encourage artist collaboration - the more activity, the more artist is rewarded for participation, elevated within the rankings (e.g., if a print has 50 reviews, ranks higher than another print) • Encourage reviews on products, social sharing and fellow artist/peer referral • Provide mechanism for artists to submit their new art,
    48. 48. Artist: Potential Future Artists MODULE KEY INCLUSION/S Welcome Video & Content • Brand video that clearly articulates value proposition to artists and showcases highlights to-date. • Showcase testimonials from BF artists, key stats and successes to-date Encourage and Incentivize • Provide all artists who convert with a one-time immediate deal for purchasing • Encourage immediate upload of print and profile completion, which unlocks referral code Artist Promos • Anniversary #NextBucketFeetArtist style crowd-sourced contest 1x per year, evolving format and driving into new platform once live • Create 4x per year head to head “tipping point” promos where if pre-order goal is achieved it tips, shoe is produced and artist gets cash. Submission • Revamp submission process and bring it front and
    49. 49. Strategy: Channel Primary Objectives Served: Awareness, Demand
    50. 50. Channel: Integrated Support Craft a system of assets, promotions, content and resources to create a scalable approach to retail channel partner launches. • • • • Employee Training: Craft virtual training materials including video, manuals, FAQs and detailed product information Marketing Support Plan: Deliver marketing and PR highlevel plan inclusive of tactical content, release and messaging leading into each product launch Employee Incentive Program: For largest channel partners deploy an incentive program to activate employees during critical sales cycles and encourage purchase POS/POP: Develop required marketing collateral with
    51. 51. Channel: Digital x Social Toolkit Maximize product launches and turn them more into an event, creating a turnkey social and digital toolkit that is customized per partner but universally provides maximized social visibility and a simple way for artists, international and partners to support the launch. Kit inclusions are: MODULE KEY INCLUSION/S Content & Creative • • Launch Copy, Image Library Sample Social Copy, Our Social Content Plan Product Specs Package • • Line-sheets, high-res image file package, product specs Lookbook and lifestyle content Social Banners • All social update images, promotional banners and PR assets Media Plan • Showcase planned social, digital and PR support planned for launch including PR/media efforts Promo Strategy • Propose social co-branded promotions with key retailers and artists as part of plan to garner buy-in and support Influencer • Identify top influencer targets and seeding strategy to support each launch effort
    52. 52. Channel: In-Store Develop in-store trainingTraining Nordstrom as protocol with the model to prepare for essential launches throughout 2014 and beyond. Training essentials include: • • • • In-person training sessions, when possible, at all top store locations w/on-brand ambassador who authentically shares BF story; consider hiring a part-time trainer, ambassador Seeding to top store employees within shoe department and contemporary apparel department, if possible Communication of employee incentive program, as permitted by retailer Unveiling of distinct POP/display experience, showcasing discovery elements within the brand – from box to bag to design to display
    53. 53. Channel: Virtual Training Package Launch a virtual training package that store employees from top retailer and international partners can access that includes the core BF story and product information: • • • Training Video: development of training video that has both useful product and inspiring artist information Virtual Lookbook and Product 411: Create mobilefriendly video lookbook and product spec information, tailored to their available collection. Sales Incentive Package: partner with retailer to provide opportunities for employees to win products, receive products, receive art and other exclusives as sales motivators
    54. 54. Channel: Employee Come up with Incentives of motivators for a distinct set channel partner employees, both domestically and internationally to encourage sell-through support: • • • Seasonal sales promotions: where winners take large-scale, one-of-a-kind rewards crafted or curated by BF artists On-site training spot rewards: artist appearances and surprise/delight moments within the in-store experience Interactive in-store experience: that makes storytelling easy and allows employees to feel as though they are giving consumers the inside scoop – have an exclusive story to tell
    55. 55. Strategy: Experiential Primary Objectives Served: Awareness, Engagement
    56. 56. Experiential: Overview In support of the primary brand storytelling moment, a pop-up shop or a key retailer launch, create a niche splash by testing the experiential waters with a small, but focused activation. Brainstormed ideas to follow (working). • • • • Create as a short, sweet and disruptive storytelling moment Utilize to communicate critical brand message – i.e., available at XYZ Nordstrom, Art is ___; driving momentum and consumer consideration Consider using a combination of street snipes and a corresponding stunt Sample concepts here, final to come with
    57. 57. Experiential: Snipes Around primary Nordstrom locations, consider activating a series of street snipes that support brand campaign, SS14 collection and drive targeted awareness in feeder neighborhoods to drive traffic in-stores. • • • • Street snipes, postering and street chalk campaign with guerrilla deployment Scalable, affordable way to build street buzz Feature original expanded versions of collection artist work and lifestyle imagery with CTA to purchase at Nordstrom If successful, launch a follow-up in line
    58. 58. Experiential: Shoe on Wire Capitalize on the popular urban legend (myth?) of what shoes on a telephone wire mean, and create it as an ownable brand moment – x marking the spot – around key activations, pop ups and launches. • • • Partner with BF artist to do a distinct play on shoes on a wire to mark the spot of a key retail activation, pop up or sales opportunity Potential to invite consumers to claim one half of a pair and go into a store to claim the mate / true full pair Golden ticket hidden shoe that unlocks collection or grand reward
    59. 59. Experiential: Boom, Comfort Partner with Uber to provide SXSW goers with a pair of comfortable BF kicks as a surprise/delight after a long day of pounding the pavement in subpar comfortable shoes. • • Create a distinct way to seed that provides surprise, delight and true comfort to tired travelers, in an unexpected way Potential to activate as a mobile shoe “truck” that can be hailed to a destination or provide a surprise certificate where they bring it in to a BF pop-up shop to redeem for a guarantee at a comfortable, stylish
    60. 60. Experiential: Live Customization influencers with Rather than gifting BF shoes, do live on-site shoe customization where an artist takes an existing shoe and tailors it to the individual on-site. • • Riffing off of the live step-and-repeat do live on-site shoe customization for a limited # of one-of-a-kind shoes that start with a baseline design and are customized to the individual backstage at Lollapalooza or Warner Sound at SXSW Gift one-of-a-kind shoes or pre-created prints inspired by event/line-up with corresponding shoes
    61. 61. Strategy: PR x Influencer Primary Objectives Served: Awareness, Demand
    62. 62. PR: Overview Activate PR agency partner/s to hit against core business objectives with strategic PR outreach that drives the right awareness, impressions and brand consideration. Key niches include: Trade Lifestyle Business & Entrepren eurialism Art & Design News Digital Influencer
    63. 63. PR: Key Stories Without having yet seen the PR strategy, success in 2014 includes the following key stories being told (manyExplosion into marketplace w/fueled growth, Nordstrom notation times): • Trade Lifestyle • Distinct offering within the competitive set – no one else meets need • Launch of new product offerings w/mid-tops, leather, collaborations • Editorial feature styling BF in an aspirational way, with call to purchase at Nordstrom • Celebrity wearing BF on lifestyle pub cover and corresponding editorial spread • Round-up inclusion in footwear must-haves, aligned with seasonal print/colorway trends • Feature on Raaja/Bobby/Aaron as footwear’s new creative leaders in national pub • Inc 500 listing and Forbes fast 50 listing w/profile breakout on co-founders • At least 10 bylines on biz/entrepreneurialism penned by co-founders; at least 10 Q&As in major pubs Biz & Entre inteviewing/sourcing co-founders
    64. 64. PR: Key Stories II • BF artist profiles (at least 10) with corresponding Aaron interview as part of profile, spotlight on shoes • Editorial features on ecosystem of the BF artist community with positive recommendation to Art & Design engage News • Heavy Nordstrom local-market support with local editorial in top daily, print magazine, broadcast for all key Nord markets • Biz growth feature in NY Times, WSJ with profile on success to-date and future opportunities Digital Influencer • At least 50 social PR placements with top lifestyle tastemakers and editorial creators • Collaboration with top digital influencer on exclusive prints or capsule product (at least 3) • At least 50 co-hosted social promotions and consumer giveaways where BF shoes are front and center during key windows such as BTS, Festival Season and Holiday Gift Guide
    65. 65. Influencer: Sample Programs Partner with identified influencers on a variety of programs that reach BF brand marketing objectives including: Social Capsule COLLABORATIONS Media Collaboration Promo PROMOTIONS UGC Promotion / Design Contest Content Program Seeding Event or Live Appearance TARGETED GIFTING
    66. 66. Influencer: Seeding Work with PR partner/s (and potentially a celeb seeding firm such as the A List) to identify the top social influencers, tastemakers and celebrities to authentically seed product. 1. Go deep across multiple influencer niches, seed to not only the top tier, but seed to the emerging blogs and sites – they very well might be the next volume leaders. 2. Look inside social networks to find their respective leaders and initiate relationships with those who can provide social traction on behalf of the brand. 3. Find authentic connections to celebrities through the BF family and also initiate more direct connections to celebrities who best emulate the BF brand.
    67. 67. Influencer: Key Footprint Celebrity: Music, Art, Fashion, Actor/Actress. Must: Authentically speak to brand DNA and target consumer. Instagram and Pinterest: Photographer, Content Creator, Curator, Artist. Must: Reach a critical mass through visual content (more than 100K). Blogger: Fashion, Lifestyle, Art, Design, Creative, Key Market. Must: Reach a critical mass (more than 100K uniques) and have that mass engaged. Tastemaker: Music, Art, Fashion, Design, Entrepreneur. Must: Be an established thought leader in respective space speaking outside personal bubble.
    68. 68. Strategy: CRM // Primary Objectives Served: Loyalty, Engagement Loyalty
    69. 69. Loyalty: Incentivized Program As we’ve already seen with BF social fans and e-subscribers, there is a great amount of passion behind the brand, already. Leading into Q3/Q4 during a critical growth period with more eyeballs than ever coming to the brand for the first time, we have an opportunity to identify, incentivize and activate the future and repeat actions of consumers with a non-traditional loyalty rewards program tied into both BF.com e-commerce and social media channels.
    70. 70. Loyalty: Campus Ambassador In Q3 of 2014, in tandem with back-toschool, launch a targeted campus ambassador program, that invites college students to become an ambassador in order to receive exclusive incentives, access and more. • • • • Launch at top art and volume market universities and colleges Provide portal for students to sign-up and get incentives based upon referral of peers and activation Create exclusive ambassador toolkit given to top ambassadors Activate campus vs campus contest with winning
    71. 71. Campus: Ambassador Experience Collegiate consumer arrives at dedicated collegiate landing page on .com Top performing ambassadors get bonus rewards (potential to fly to SCOPE Miami perhaps?) and are considered for paid employment for 2014 as official ambassador If collegiate consumer refers X # of people who transact, receive a free pair, as well as formal ambassador cards that they can physically distribute to give friends incentives, refer on campus. Sign-up and immediately receive an unique referral code where can give X # of friends a special discount Sign-up and confirmed e-mail verification triggers each ambassador to receive BF stickers and swag pack
    72. 72. Loyalty Program: “KickBacks” The Bfan “Kickbacks” (working title) loyalty program would serve to provide the following consumer, brand and BF artist value in tandem: 1. 2. 3. CONSUMER: Reward our best consumers and encourage repeat purchase through targeted incentives BRAND: Incentives will not only encourage purchase, product review and product consideration but also WOM and social sharing, rewarding not only for purchase but also for conversation ARTIST: Elevate both new and established BF artists – making mini art prints and exclusive collaborations with BF licensed art as the “Kickbacks” available – allowing us to more effectively promote a wider range of artists, while providing them with another consumer
    73. 73. Program: How it Works GET TO LIKE / PURCHASE Consumer makes a purchase on BF.com or LIKES BF on Facebook KEEP IT FRESH New KickBacks unlocked every month based upon focal artists, seasonality, etc. All exclusive “limited edition” rewards. EXCLUSIVE ACCESS Once join, able to access a portal with available KickBacks and points needed to receive them QUICK CONVERSION PROMPT Upon Purchase -Invite to join to receive KickBacks or login to an existing BF account to continue to earn points. IMMEDIATE REWARD Try to convert immediately: encourage refer a friend to join, review purchase, share BF purchase, Like BF on COMMUNICATION STARTS Exclusive content and ecomms sent to KickBacks members 2x per month with opportunities to earn points.
    74. 74. The Model: Sephora’s Beauty Insider Sephora awards consumers based upon • their purchase, with each $ being equivalent to a # of points. • Points are then able to be redeemed at thresholds for sample-sized beauty products from emerging and established partners that Sephora sells. • “Insiders” in their club receive exclusive pre-sale access, targeted social exclusives, tutorials, content and more. • Sephora has stated this has increased their purchase frequency 3x and average transaction by $50+.
    75. 75. Strategy: Branding Primary Objectives Served: Awareness, Engagement Campaign
    76. 76. Thought Process When thinking about how to properly tell the brand story in a single brand message that adapts to all of the various contexts and environments as diverse as the artists who comprise the BF brand and the retailers who sell it, I realized, we have to keep it simple. Which is what all of the best brand mantras have in common – they all began as something simple.
    77. 77. Campaign Musts Must be a simple concept that is adaptable to all the ways we will need to use it. At channel. Within social. At events. Within OOH. As part of PR outreach. Must have an emotional connection to both our consumers and our artists. Must connect to the brand statement “We Believe Art is for Everyone.” Must feel ownable to BucketFeet.
    78. 78. ART IS ART IS ART IS ART IS ART IS ART IS ART IS ART IS ART IS ART IS ART IS ART IS IMAGINATION. YOUR CANVAS, ON CANVAS. ALL AROUND. A NEW BEGINNING. APPRECIATED. AUSTIN. UNEXPECTED. AN ADVENTURE. COMMERCE. ALWAYS CHANGING. NEVER EXACTLY THE SAME. DIFFERENT TODAY, THAN IT WILL BE TOMORROW.
    79. 79. The Simple Story With that in mind, propose to make the first campaign an open-ended statement ART IS … This will supplement the We Believe Art Is For Everyone mantra but service as a more open dialogue with existing and potential consumers and artists. It’s flexibility allows for it to permeate through a variety of different use cases with us completing the statement or perhaps leaving it open ended, depending upon how and where we are using it.
    80. 80. LIFE EVERYWHERE Art Is (you tell us) REDEFINED THE UNEXPECTED BucketFeet
    81. 81. • Sample Ways it SOCIAL MEDIA: As aManifests where we content series share an image with a corresponding completed statement – e.g., “Art is Architecture” with a graffiti drawing of the Eiffel Tower or “Art is Technology” with a BF-artist designed iPhone case. • SOCIAL PROMOTION: As a consumer promotion where we invite consumers to share their own image or art creation with corresponding Art Is statement. • AT POS/POP: As a CTA for consumers to share their statement and receive exclusive content, rewards, offers.
    82. 82. KPI Benchmark x Success Evaluation
    83. 83. 110,000 Facebook Fans Social x Digital: 2013 Results 25,000 Email Subscribers www.bucketfeet.com 15,000 Customer Accounts 13,000 Twitter Followers 5,000 Instagram Followers 800 Current & Prospective Artists 13 (Last 6mos – May 1, 2013 thru Oct 31, 2013) • Visits = 404,000 (+386% LY) • Uniques = 284,000 (+340% LY) • Bounce Rate = 6% (-75% LY) • Transactions = 2,964 (+356% LY) • Sales (u) = 3,800 (+386% LY) • Sales ($) = $168,000 (+272% LY)
    84. 84. Social x Digital: 2014 KPI Benchmark 350,000 LIKES 1,000 avg engagements per post 100,000 Email Subscribers XX % Open Rate (TBD) 60,000 Customer Accounts 20% of Traffic via Social 20,000 Followers 15 average retweets/replies 50K clicks 20,000 Followers 1,000 avg engagements per post 10,000 Artists 1,500 Engaged Artists 5,000 Followers 200 Average Repins 250 MM impressions +5% Share of Voice www.bucketfeet.com By: December 31, 2014 • • • • Visits = 1.5 MM-2 MM Uniques = 650K-1 MM Bounce Rate = 7% % of Traffic Referred Via Social = 20% • Social Revenue Per Month = TBD post SEO audit in January 2014 • E-Comms Revenue Per Moth = TBD post segmentation / testing
    85. 85. Marketing Scorecard In order to evaluate success in addition to the established KPIs, we will measure each activation against the following matrix, assigning it a score and optimizing efforts against best performing LTV (lifetime value), CPA (cost per acquisition), CPT (cost per transaction) segmented by activation and by channel: • Awareness and Qualified Impressions Generated • Elevation of brand DNA // Brand story # of Purchases Gross Profit and Gross Profit Margin • % of acquired consumers within core target demo Average Order Value Total Revenue • Innovation
    86. 86. Determining LTV It is essential that in Q1 of 2014, we segment all activations and accurately calculate LTV and CPT via each channel and each initiative. Optimizing against the best performing activations. While there will be some activities that are simply brand awareness, a majority of the budget will directly support sales growth and best sales performance. We don’t want the cheap consumers, we want the right consumers. CRITERIA Purchases Per Year Average Order Value Total Revenue Gross Profit Margin Gross Profit Search Marketi ng Consum ers E-Mail Consum ers Social Media Consum ers Promoti onal Consum ers Earned Media //Affiliat e Consum ers PR Consum ers Experie ntial / Pop-Up Consum ers Partners hip Consum ers Price Conscio us / Sale Consum ers
    87. 87. Why LTV? Finding the right consumers can be labor intensive and at times a higher cost of acquisition, but long term, we believe the margins will work in our favor. It is important to pay more for the right consumers because they are so much more valuable to BucketFeet long-term. The example below is how we will evaluate as the initiatives go into play. Note: #s are for illustrative purposes only CRITERIA Best Custome rs Average Custome rs Purchases Per Year 4 2 Average Order Value $136 Total Revenue CRITERIA Best Custome rs Average Custome rs $80 Gross Profit $54 $16 $544 $160 Acquisition Cost $20 $10 Gross Profit Margin 10% 10% Net Profit $34 $6 Gross Profit $54 $16
    88. 88. Process Through our scorecard dashboard, we will evaluate each initiative realtime, with the following process: each initiative Evaluate separately siloed by channel to garner accurate key learnings on campaign performance against core metrics and LTV Add a dedicated analyst to the team as it expands to ensure testing and evaluating and data authenticity Use distinct link trackers and include required conversion ask for all .com transactions Initiate consumer surveys at critical junctures to capture qualitative and quantitative feedback on initiative and experience Incorporate all digital and social transactional metrics in a single dashboard for quick access and cross-channel accountability Initiate monthly metrics deepdive with executive leadership team to evaluate results
    89. 89. Q1 Wins Throughout Q1 to get immediate successes, propose to: • Optimize social advertisements, consider third party deployment partner • Re-launch brand voice and corresponding visual/copy across all digital/social channels • Benchmark and real-time track LTV, CPT, CPA with LTV as the key metric • Re-work blog, Pinterest, Instagram, Facebook visual aesthetic and content organization • Develop e-communications segmentation testing strategy and begin deploying • Create a SEO/SEM strategy and quickly begin testing, revising accordingly • Test new product launch processes, getting artist more involved and creating more integrated, substantial
    90. 90. Success Is… By December 31, 2014: • • • • • • • • • 4 Successful Partnerships w/8 More Planned All KPIs achieved per benchmark Drastic increase in social traffic and conversion Recognizable brand story with 1 successful brand campaign under our belts A tagline we all love Demonstrated brand visibility and awareness growth 100 MM + qualified PR impressions with the right publications Actively engaged artist network A thriving BucketFeet marketing team 
    91. 91. PAID MEDIA EXPERIENTIAL SOCIAL PROMO SEO/SEM x ECOMMS BRAND CAMPAIGN ARTIST COMMUNITY CHANNEL PR & INFLUENCER LEGEND INFLUENCER PROMO NORD PRETRAIN SS14 PRELAUNCH BRAND VOICE RE-LAUNCH SEO/SEM AUDIT JANUARY APRIL SOCIAL PROMO Timeline: JANAPRIL INFLUENCER PROMO NORDSTROM LAUNCH NORDSTROM SOCIAL PROMO NORDSTROM KEY MARKET SNIPES SXSW POP-UP //STUNT FEBRUARY C-WONDER TEASER INFLUENCER PROMO ARTIST COMMUNITY: PHASE I LAUNCH BRAND STORY CAMPAIGN LAUNCH COACHE LLA POPUP NORDSTROM KEY MARKET SNIPES MARCH SOCIAL ADVERTISEMENTS: FACEBOOK SOCIAL ADS: INSTAGRAM, TWITTER SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD PR & INFLUENCER EVERGREEN OUTREACH
    92. 92. PAID MEDIA EXPERIENTIAL SOCIAL PROMO SEO/SEM x ECOMMS PARTNERSHIP BRAND CAMPAIGN ARTIST COMMUNITY CHANNEL PR & INFLUENCER LEGEND Timeline: MAYAUG ARTIST COMMUNITY: PHASE II LAUNCH WEBSITE NORD ASSOCIATE RE-FRESH E-COMMS REFRESH REFRESH SOCIAL PROMO:1XRUN PARTNERSHIP: 1xRUN BRAND STORY CAMPAIGN MAY FW 15 TEASER SOCIAL PROMO: SUMMER INFLUENCER PROMO JUNE AUGUST BFEET ARTIST CONTEST INFLUENCER PROMO LOLLA POP-UP CHICAGO SNIPES JULY SOCIAL ADVERTISEMENTS: FACEBOOK SOCIAL ADS: SOCIAL ADS: INSTAGRAM, INSTAGRAM, TWITTER TWITTER SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD PR & INFLUENCER EVERGREEN OUTREACH
    93. 93. PAID MEDIA EXPERIENTIAL SOCIAL PROMO SEO/SEM x ECOMMS PARTNERSHIP FW 15 FOCAL SOCIAL PROMO:BTS PARTNERSHI P: TBD BTS NORDSTROM RE-FOCUS BRAND CAMPAIGN ARTIST COMMUNITY CHANNEL PR & INFLUENCER BTS POP-UP FW 15 FOCAL ARTIST COMMUNITY: PHASE III LAUNCH WEBSITE REFRESH SEPTEMBER DECEMBER LEGEND Timeline: SEPTDEC SCOPE PROMO SOCIAL PROMO:PREHOLIDAY INFLUENCER PROMO PARTNERSHIP: TBD OCTOBER PARTNERSHIP: TBD E-COMMS REFRESH INFLUENCER PROMO MIA SNIPES // SCOPE POP-UP // STUNT HOLIDAY HOLIDAY PROMO POP-UP BRAND STORY CAMPAIGN NOVEMBER SOCIAL ADVERTISEMENTS: FACEBOOK SOCIAL ADS: SOCIAL ADS: INSTAGRAM, TWITT INSTAGRAM, ER TWITTER SEO/SEM CAMPAIGN ACTIVE // E-COMMS ACTIVE – SCHEDULE TBD PR & INFLUENCER EVERGREEN OUTREACH
    94. 94. Next Steps • • • • • • • • Align on final plan with Raaja and Bobby Refine plan into a designed executive summary for partners and investors (if necessary) Present plan to BF team internally and garner alignment Refine timeline and create roadmap Finalize budget against each core spend vertical Build out tactical programming for Q1 and Q2 Create breakout plan for Artist Network, Nordstrom, Product Launches Gather external partners and resources needed to execute against plan

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