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Essie's digital strategy presentation
- 1. QIUYU LI
- 3. Target Audiences • Ladies from 17 to 34 years old • People like fashion and styling • Magazine and social app users • Nail salon owners
- 4. Big ideas -Increase # of creative color matching advertisement on social media -Regular nail style tutorials on YouTube -Rewarding and limited customer report on new products -Sponsorship and hold charity events for color vision deficiency (colorblind)research
- 5. Business objectives and KPIs I. Revenue created by websites II. Number of products sold from the website III. Average profit margin IV. Average purchase value V. Page view of each section
- 7. Search Engine Optimization SEO Nail polish nail nail gel Nail work product manicure pedicure
- 9. Suggestion & Conclusion Impression Improve on website design Increase communication with audiences
- 10. THANK YOU
Editor's Notes
- Essie is a American Nail polish product company established 1981. It is trying to tell people that it is building fashion trend because of its creative technology in making better nail polish and stylish colorful products. Essie hired Rebecca Minkoff as its Global Color Designer and industry fashion leader since 2015. They had collaborated for several fashion week style and now offering co-brand products.
- After doing research on Essie’s website for the whole semester, I found this website works very good compares to some of its competitors ’websites.However, there are still some problems in it. First of all, lack of information. Essie listed all the colors and names of all of its products in the website, but that’s it. Comparing to this, every Essie product on Amazon has “affect on hand” pictures shows how this specific product looks on 5 different skin color hands. I believe that Essie should put a little bit more effort on providing information to customers to make them feel warm and intimacy. Secondly, Lack of stocking on brand website. I pick 7 products randomly on Essie’s brand website and 4 of them are out of stock. Of course, this fact doesn't means more than 50 percent of the products on the brand website are out of stock, but Essie should definitely put more attention on its website. And it should at least tell customers when will those product restock.
- The target audiences of Essie should be ladies from 17-34 years old; people like fashion and styling; magazine and social apps users and nail salon owners. People visit the site for finding latest products and seeing the fashion trend of nail polish. They can also learn creative art style through watching the “looks & nail art” page on the website. The brand divides 9 pages on the website and 6 of them are introducing products and nail styles. It also forwards and presents hot nail style on social media using Essie products to its website. These interactive ideas can improve customer loyalty and interested of the brand. One thing I believe Essie should improve for satisfying its audiences is: cut off the lengthy words on the “hot now” page. This page should be more product-focused rather than explaining trends. Customers prefer a more convenience, relaxed and easy shopping experience.
- Since the purpose of the brand website is promoting sales, Key performance indicators of Essie’s website could be(listed above). 1-3 can tell Essie the profit made by the brand website directly and how well the website works. 4-5 offers Essie very useful information about their customer’s shopping habits that Essie can use in future marketing and advertising.
- Essie may use analytic tools to collect data and increase its website users and potential customers. Google analytics, piwik or mixpanel are all useful and effective tool for website analytic. It can see the most popular page in its website or number of new visitors and returning visitors. And a very useful tool in Google analytic is Acquisition. Once click this tool, Essie can see how their visitors get in the website. For example, if they see 70% of the customer get in the website through email, that the promotion through email is an effective way.
- When putting “Essie.com” into “Spyfu”, we can see the inbound clicks from Google of this website is 96% of organic clicks and 4% of paid clicks. For organic search, it has 2206 organic keywords and 312.7K monthly SEO clicks. Keyword is significant for a website’s SEO. There are some suggested SEO keywords for Essie. (above)
- Essie is using many kinds of social media platforms to promote its brand and products. I would pick two of the most significant ones to analysis. Facebook: Facebook is one of the most significant social network advertising platforms for Essie. we can know that Facebook is providing a social proof tool to customers and companies. If a person visits a company’s Facebook page, he/she can also see which of his/her followers was interested in this brand, too. The influence from friends or family has a huge impact on one’s possible purchase decision. Pinterest: Pinterest is a popular social media platform for people----especially ladies love art. Putting normal print ads on it cannot attract people. My advise for Essie is sharing ideas about color matching or very “high fashion style” nail arts on Pinterest. Make some connection with their audiences on Pinterest and they may take Essie as one of the top choices when they are looking for nail product.
- Essie is a great brand and clearly know the position of itself in the marketing and the strength of itself. And you actually did well in marketing. I’m impressed by your brand sprit along with my study and fall in love with this brand. I would definitely take Essie into consideration when I need nails products.