Module 3 assignment for Squared by Google

1. DIGITAL MARKETING
PROPOSAL
ALEXANDRE BYKOV | AMANDA QUINN | FARAI DUBE | JEN RANKINE
LYA RODRIGUEZ | MARINA PASTOR | REECE WALLIS

2. INTRODUCTION |EXECUTIVE SUMMARY
DIGITAL MARKETING PROPOSAL

3. TRADITIONAL ACTIVITYDIGITAL MARKETING
PROPOSAL
ACTIVITY CALL TO ACTION
OOH/Guerilla
Marketing – “Mirrors”
Augmented reality mirrors will be installed in selected tube stations,
changing people's hair colour as they walk past. Mirrors will be
executed in Victoria, Oxford Circus, Canary Wharf and South
Kensington. Some of the busiest Tube stations in London and where you
can expect to find your target audience.
POP – “Tonacity Photo
booths”
Photo booths will be installed in Selfridges, John Lewis, Debenhams,
House of Fraser and other areas of interest (high street shops etc.)
where people can go in with friends take a few photos and play with
changing their hair colour. Photos will be delivered on a branded photo
paper and can also be shared digitally via the touchscreen on the booth
exterior. It will also include a QR code with direct access to the
website’s online store.
Press releases and
feature articles
Long form articles in magazines like Marie Claire and Vogue, who share
a target audience with Kleur will help build the brand. Alignment with
Vogue & Marie Claire’s brands (through advertising, feature articles &
interviews with the brand ambassador Rachel Weisz) will quicken
efforts in establishing equity and credibility . Advertising activity will be
strategically timed to tie in with event promotions, for example a Q&A
with Rachel Weisz, in turn minimizing exorbitant costs typically
associated with print activity.
Events – Kleur
Parties/Q&A With
Rachel
The objective of the Kleur Parties and Q&A with Rachel (beyond
publicity) is to deliver the proof. We’ll show how easy it is to use the
product right there at the event. Besides achieving brand activation,
the experience will provide an opportunity for involvement and allow us
to build knowledge among our target audience in an idyllic
environment. Invitations will be advertised in upmarket publications,
online and through our social media channels. Selected press and
targeted opinion leaders (bloggers/vloggers) will also be in attendance.

4. Awareness Consideration Decision PurchaseWebsite
Purpose of the site, mobile, microsites and app
- Research - Connect
- Promote - Share
- Educate - Sell
Tag #KleurTonacity on Instagram or twitter to be part of KleurTonacity!
DIGITAL ACTIVITY 1: WEBSITE/APP
DIGITAL MARKETING PROPOSAL
PLAY TO SEE HOW THE APP WORKS
KPIs
- Revenue
- Research results on Google
- Conversion rates (e.g. views vs. sales)
- Number of downloads (e.g. app/ tutorials/
pics)
- Community growth (e.g. posts/ shares)
- Traffic + customer database growth
- CRM (e.g. event registrations through the
website & app/ subscriptions)

5. Digital Awareness
In the cluttered digital world, it’s important to be seen. It might not drive a direct sale, but it implants the thought at the back of the user’s mind.
Social Media
It’s now fundamental that all products have a social media presence. Not only does it give an extra platform to shout about your brand, but it also gives a platform for people to
engage with you as well as promoting the product themselves. Sales may not be direct, but good social media will always be remembered and may turn into future purchases.
People use Twitter to voice anything &
everything.
• Searches will be set up to monitor
keywords.
• RTs, favouriting, #DIFY replying to a
Tweet will be encourage.
• All content will be posted with the
hashtag #DIFY.
• UGC will be encouraged and used as
it helps build trust with the brand.
More people are using Instagram to
show off interesting pictures of their
lives.
• Monitor the #DIFY hashtag as well as
the Kleur name.
• Encourage ‘selfies’
• Actively seek out and use photos
from customers through reframing –
building brand trust and loyalty.
Facebook is essential as a brand
networking tool
• Posting regular content
• Tips on how to use Kleur
• Exclusive interviews/videos with
Rachel.
• Exclusive competitions for those who
submit photos.
YouTube is perfect for showing off
tutorials and interviews/hangouts with
Rachel
• Rich and exclusive content
• Partnering with Vloggers.
• YouTube adverts will run on influential
Vloggers videos who are known for
their hair styles.
• Encourages community bonding
through comment section.
• Share people’s reaction to the Tube
Mirrors/ Invitation only.
Kleur Tonacity
Fuss-free and multi-tonal salon effect hair at home!
www.doitforyourself. Om
ads by Google
Online Marketing
Online marketing tracking adverts will run
down the side of websites after a user has
searched a keyword selection e.g. ‘Kleur’
or ‘home hair dye’. Again, this might not
drive direct sales, but it will hopefully
influence strangers/users to add Kleur to
consideration set
Get hair to dye for.
Get Kleur
DIGITAL ACTIVITY 2: DIGITAL AWARENESS
Rachel Weisz will be our Digital Brand
Ambassador.
• She will be hosting Live Tutorials
via Google Hangout (4x a month)
• She will be interacting with fans
and answering questions both
about the product and
cosmetic/aesthetics.

6. Pay Per Cl ck/SEO Marketing 2) To Drive Brand
Awareness…
1) To Drive Online
Sales… That will also
drive purchases to
offline stores
3) To Re-market/target Customers on the GDN,
Social Networks & Smart phone Apps
DIGITAL ACTIVITY 3: PPC/SEO MARKETING
What PPC/SEO Will Do For Kleur Tonacity
Drive highly targeted visitors to points of
purchase on/offline. PPC has also been shown to
drive in store purchases from online research
(ROPO) with a staggering 51% researching online
and purchasing in store (Ipsos OTX/Google, 2012).
Numerous high value/low competition
keywords
Generate organic traffic
Generate GDN (Google Display) activity across
related sites/apps (fashion, beauty, cosmetics
etc.)
Create presence and awareness across the web

7. Invitation only Kleur
parties
Kleur private parties
“Tonacity” Photo
booths in
department stores
Digital
Supports Traditional/Develops “Wow”
Factor/Encourages Purchase
“Mirrors” augmented
reality guerrilla
marketing on tubes
Call to Action
• QR code upon engaging with
the augmented reality
• Dwell time/ eyeballs on
advertisements (not monitored)
• Word of mouth
• RSVP, login online, attendance
• User-generated content via
mobile sharing on Instagram,
YouTube, Facebook, status updates,
Tweets.
Through integration Kleur Tonacity establishes a multi-channel engagement strategy
Understanding that your audiences behavior is dynamic drive the ‘Do It For Yourself’ campaign and marketing
strategy. Providing stimuli at every stage of the customer journey, facilitates active not only engagement and
extended brand experience but drives purchases whether it be online or in-store.
Traditional Marketing Activity
Supports Digital/We Appreciate Where She Is/We Want to “Wow” Her
• Online registration, sales- website
• Acquire advocates (representatives)
• Social sharing, registrations
online
• Branded memento - WoM
• Intent to purchase heightened
OWNED,EARNED&PAIDMEDIA
“Mirrors” become a
destination. Online
publicity generates
(high potential for
press coverage
offline as well)
PPC, Google Ad
Networks used to
publicise Invitation
only events
Website/Social
platforms to educate
and inform those
interested in private
party hosting
Online & mobile
activity will create
awareness, location
of nearest
participating retailer
supported by website
“store locator”
HOW TRADITIONAL + DIGITAL COMPLEMENT EACH OTHERDIGITAL MARKETING PROPOSAL

8. •This strategy full accounts for 3 key areas in successful acquisition. Paid Media
(OOH, in-Store, online, SEO/PPC, print & online), Owned Media (website, mobile
app, social media pages) & Earned Media (Word of mouth, publicity, user generated
social conversations).
•Priority has been given to developing the brand in the digital media space.
Acquisition
•Across all digital activity we expect the audience to engage with the content
provided across a variety of platforms, and as a result co-create the brands image
and presence.
•We want your audience to become advocates, not just loyal customers.
Behaviour
•A vibrant, consistent and organic online and social web presence is what we expect
from this effort.
•KPI’s set against key metrics that represent your brands objectives will show
alignment in your brands effort and the strategy’s contribution to the bottom line.
•We anticipate positive outcomes in retention rates among the target audience
across a range of KPI’s.
Outcomes
We feel a complete, and competent, digital marketing & measurement model should focus on
these three key areas [Acquisition, Behaviour, Outcomes] of your marketing, it marries KPI’s to
brand/business objectives and provides guidance as to which metrics to measure. Further
emphasising an appreciation for reach and quality in the digital space.
KPIs
DIGITAL MARKETING PROPOSAL

9. Generate Brand Awareness
[Marketing Activity: Website, PR,
Social Media, On/Offline Advertising,
Mobile App]
Website KPI’s:
- Web Traffic
- Conversion Rates
- Sales Revenue
- Visitor Loyalty & Recency (Pan Session)
Social Media KPI’s:
- Time Spent On Content
- Views Per Video
- # of Followers
- Reach (Proportion of consumers who represent
intended target audience)
On/Offline Advertising/PR KPI’s:
- # Of Views (Per Branded Content)
- # Of Comments (Per Branded Content)
- Volume of unpaid coverage Per Media Source
(On/Offline)
Mobile App KPI’s:
- No. of Downloads (Per Platform)
- Task Completion Rate
Drive Sales [Marketing Activity:
PPC/SEO, Website, POS Monitoring]
PPC/SEO KPI’s:
- Conversion Rates (Per Keyword, Per Source)
- Click Through
- ROI (Per Keyword)
- Traffic Volume (Per Keyword, Per Source)
- Page Rank
- Organic Traffic
POS KPI’s:
- Average Order Value (Per Outlet –
On/Offline)
- Sale Per Outlet (On/Offline)
- Sales Per Share of Shelf
Website KPI’s
- Average Order Value
- Complete/Abandoned Baskets
- Average Order Rates
- Conversion Rates
Build Loyalty & Encourage Sharing
[Marketing Activity: Social Media,
Website]
Social Media KPI’s:
- Content Amplification (=The Number
of Shares per post)
- Content Appreciation
- Conversational Exchange (=The
Number of replies or comments per
post)
- Uninitiated Brand Coverage Per Source
Website KPI’s:
- Volume Of brand related content
captured by website social aggregator
- # of Views/Downloads (Video Content
etc.)
- Site Usage
It was felt that education & promoting evaluation objectives would be achieved via proxy of
these 3 objectives. They represent the main business goals of building brand equity and driving
sales goals of Kleur Tonacity. The KPI’s identified represent where we spend the largest efforts
in marketing and are therefore crucial success areas.
KPIs
DIGITAL MARKETING PROPOSAL

10. • APPENDIX
• Moth, D., 2013. Seven useful social media case studies from 2013. Accessed 17th April 2014,
• https://econsultancy.com/blog/63043-seven-useful-social-media-case-studies-from-2013#i.1toumhrt5wed6u
• Kbyszewski, J., 2014. YouTube, vloggers and their influence on online reputations and marketing. Accessed 17th April 2014,
• http://www.talkorm.com/youtube-vloggers-and-their-influence-on-online-reputations-and-marketing/2692
• Ldesanctis., 2013. 5 benefits of pay-per-click. Accessed 17th April 2014,
• http://www.technicallymarketing.com/index.php/2013/01/25/5-benefits-of-pay-per-click/
• Kobach, M., 2014. 5 undeniable benefits of social media that businesses are not maximizing. Accessed 17th April 2014,
• http://www.business2community.com/social-media/5-undeniable-benefits-social-media-businesses-maximizing-0853937#!FqqT9
• Cardone, G., 2014. Boost sales with these 7 social media steps. Accessed 17th April 2014,
• http://www.entrepreneur.com/article/231716
• Mack, A. M., 2004. Text ads in top spot raise brand awareness. Retrieved September 29, 2005,
• http://www.adweek.com/aw/iq_interactive/article_display.jsp?vnu_content_id=1000578020
• Mara, J., 2004. Search-style ads lift brand awareness-study says. Retrieved September, 15, 2005,
• from http://www.clickz.com/showPage.html?page=3381481
• Cotlier, M, 2001. The payoff of paid search listings. Catalog Age, Vol. 18.
• http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.88.8499&rep=rep1&type=pdf
• Nielsen. "IAB Issues New Research From Nielsen//Netratings On Branding Value Of Sponsored Text Advertising." iab. 15 July 2004. IAB. 20 April 2014.
<http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/4742>.
• The Laws of Simplicity/ John Maeda
• Designing Brand Identity/ Alina Wheeler
• http://www.smartinsights.com/reach/ Acquiring customers in the digital space
• http://socialmediatoday.com/cara-tarbaj/1485551/infographic-noob-guide-understanding-difference-between-paid-owned-and-earned-me
• http://wallblog.co.uk/2013/01/18/using-digital-to-drive-high-street-footfall-and-keep-customers-loyal-for-longer-infographic/
• http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
• http://www.ogilvydo.com/is-traditional-media-still-relevant/#.U1WczvldWa9
• http://theclassywoman.blogspot.co.uk/2012_08_01_archive.html#.U1WyovldWa8
• http://www.sellcheck.co.uk/
• http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
• https://econsultancy.com/blog/8740-top-five-kpis-for-seo-campaigns#i.ndio9f14sndsyr
• http://thenextweb.com/socialmedia/2011/12/20/a-social-media-study-5-kpis-for-measuring-your-brands-online-influence/
• http://www.google.com/analytics/
• https://hootsuite.com/solutions/social-media-management
• http://www.brandwatch.com/
APPENDIX
DIGITAL MARKETING PROPOSAL