To develop a marketing strategy for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.
The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
Programatic Buying - Media pitch Tonacity Kleur Hair DyeJanna Munn
Squared online Project 3 - Think like a brand.
This project demonstrates originality in the application of programmatic media buying and practical tools to design a
marketing strategy that delivers on a brand’s objectives
The Squarelle Tonacity Digital Marketing Plan displays the integration of Squared Online course learnings around multi-channel strategies in the digital world. Squarelle Tonacity is premium brand Hair Colouring product.
Programatic Buying - Media pitch Tonacity Kleur Hair DyeJanna Munn
Squared online Project 3 - Think like a brand.
This project demonstrates originality in the application of programmatic media buying and practical tools to design a
marketing strategy that delivers on a brand’s objectives
DepilatoCosmetics raising equity bp englishjmwslides
DepilatoCosmetics Raising Equity April 1st 2016 -Thanks to our Advanced Hair Removal Technology which targets the follicles, DepilatoCosmetics transforms hair removal, waxing and shaving into a moment of well-being.
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
Module Three Assignment: Multi-Channel Plan
Squarelle Tonacity is a high-end hair colouring product, which has all the usual Squarelle quality guarantees; it gives good quality, lasting colour and is odourless and ammonia free.
Research shows that women are concerned that a wash in/ wash out application method, usual to home-hair colouring practices, will not give a good multi-tonal effect in the finished result. Squarelle Tonacity comes with a bespoke application tool, especially designed for Squarelle by our team of engineers, which allows women to easily apply multiple colours and give the multi-tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and create a fantastic overall look. The face of Tonacity is likely to be someone such as Tess Daly.
Google Squared (October 2013) - Team 12
Dayanna Baricelli
Niall Blatcher
Venetia Ellis
Meeta Gournay
Cris Morgado
Neil Stinchcombe
Nikolaos Tsiakmakis
Sophie Tye
Lyn Williams
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
How luxury brands are embracing Digital Transformation - ArabNet Riyadh 2015ArabNet ME
Speaker: Christian Nucibella, Founder & CEO, FiloBlu
كلمة: كيف تتعامل العلامات التجارية الفاخرة مع التحول الرقمي
كريستيان نوسيبلا، المؤسس والمدير التنفيذي، فيلو بلو
The digital economy is entering a new era that presents unprecedented challenges for all CEOs. This has given rise to new opportunities for luxury brands that request a new approach to e-Retail management.
Through a selection of meaningful case studies, the presentation will explain how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation.
Marketing proposal for the launch of a new energy drink - Activade Pure. Application of knowledge and practical tools to develop an effective integrated marketing strategy to drive awareness, brand loyalty, and sales.
DepilatoCosmetics raising equity bp englishjmwslides
DepilatoCosmetics Raising Equity April 1st 2016 -Thanks to our Advanced Hair Removal Technology which targets the follicles, DepilatoCosmetics transforms hair removal, waxing and shaving into a moment of well-being.
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
Module Three Assignment: Multi-Channel Plan
Squarelle Tonacity is a high-end hair colouring product, which has all the usual Squarelle quality guarantees; it gives good quality, lasting colour and is odourless and ammonia free.
Research shows that women are concerned that a wash in/ wash out application method, usual to home-hair colouring practices, will not give a good multi-tonal effect in the finished result. Squarelle Tonacity comes with a bespoke application tool, especially designed for Squarelle by our team of engineers, which allows women to easily apply multiple colours and give the multi-tonal salon effect at home.
Each pack comes with three colour toners, carefully selected to work together and create a fantastic overall look. The face of Tonacity is likely to be someone such as Tess Daly.
Google Squared (October 2013) - Team 12
Dayanna Baricelli
Niall Blatcher
Venetia Ellis
Meeta Gournay
Cris Morgado
Neil Stinchcombe
Nikolaos Tsiakmakis
Sophie Tye
Lyn Williams
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
How luxury brands are embracing Digital Transformation - ArabNet Riyadh 2015ArabNet ME
Speaker: Christian Nucibella, Founder & CEO, FiloBlu
كلمة: كيف تتعامل العلامات التجارية الفاخرة مع التحول الرقمي
كريستيان نوسيبلا، المؤسس والمدير التنفيذي، فيلو بلو
The digital economy is entering a new era that presents unprecedented challenges for all CEOs. This has given rise to new opportunities for luxury brands that request a new approach to e-Retail management.
Through a selection of meaningful case studies, the presentation will explain how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation.
Marketing proposal for the launch of a new energy drink - Activade Pure. Application of knowledge and practical tools to develop an effective integrated marketing strategy to drive awareness, brand loyalty, and sales.
What Works Where in B2B Digital Marketing [2011]Omobono
The 2011 edition of our annual 'What Works Where' research. The 2012 edition will be released shortly, but until then the statistics and insights here are still very useful.
How to Leverage Google Analytics for Digital Marketing SuccessDerek Edmond
Ways marketers can use Google Analytics to measure performance and track marketing campaigns. In addition, this presentation reviews 5 key analytics functions designed to make a marketers job more efficient and effective.
Digital Disruption Proposal: FridgePilot Lewis Hill
Original idea for disruptive digital proposal-
FridgePilot will enable today’s consumers to eat better, save money and save time.
FridgePilot’s secret ingredient is that it communicates with RFID sensors on food packaging: silently and wirelessly updating your app with the information you need to have more taste and less waste.
Marketing proposal for the launch of a new female beauty product - Kleur Tona...Ammar Kanchwala
To develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity - which drives awareness, evaluation, sales; in addition to building loyalty and advocacy.
Mastering Top Of Mind Awareness (TOMA) – A Blueprint For Business Successbusiness info
TOMA refers to a brand, product, or service being the first one that comes to mind when a customer thinks about a particular industry or category. It’s the root of marketing because it positions your brand as the go-to choice, driving customer loyalty and business growth. To know how to connect with your audience emotionally reach the finest Branding Agency in Coimbatore or a Digital Marketing Company in Coimbatore or wherever you can and get a well-defined plan to make reach your brand’s voice higher than your competitors.
Everything you need to know about Sponsorship MarketingPartnercademy
For the full presentation, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-complete-guide-to-sponsorship-marketing/?referralCode=6EED69808CFCE0071B71
Or further your Partnerships & Sponsorship Marketing career with the Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
-------------------------------------------------------------------------------
This presentation covers sponsorship marketing from the advertisers perspective. Created for all sponsorship professionals, this highly-rated course will teach you how to set up and run successful Sponsorship Marketing campaigns, and be the best Sponsorships Manager you can be.
THIS IS THE FIRST HALF OF THE COURSE.
Postion Promotional Products As a Preferred Advertising MediumPaul Kiewiet MAS
How to Sell Promotional Products As An Advertising Medium explains the strengths of the medium compared to other measured medium. The medium is measured in terms of frequency, reach, target ability and cost per impression.
How to Sell Promotional Products as a Preferred Advertising MediumPaul Kiewiet MAS
Promotional products are an effective advertising medium providing frequency, reach, target ability and a low cost per impression. Learn how to sell the like an advertising professional.
Το IAB, σε συνεργασία με την Carat Insight, διερεύνησε μια μεγάλη και προχωρημένη αγορά όπως είναι η Αγγλία, σχετικά με τη δύναμη της ψηφιακής επικοινωνίας στο branding.
Ο κ. Νίκος Σύμπουρας, Γενικός Διευθυντής της Aegis Media Hellas θα παρουσιάσει τη νέα μεθοδολογία, που απομακρύνεται από το κλασικό μοντέλο brand awareness και ad recall, και θα παρουσιάσει top-line αποτελέσματα από τα 4 industries που εξετάστηκαν στα πλαίσια της έρευνας: το retail marketing, τα μικρά αυτοκίνητα, τα αναψυκτικά και τα προϊόντα περιποίησης μαλλιών.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER
Module 3 Group 20 - Think like a brand
1. An introduction
WHAT IS TONACITY?
• A high quality hair dye product by Kleur that delivers
a multi-tonal salon effect at home - saving time and money
• Bespoke application tool allowing women to apply multiple
colours with ease
• Lasting colour, odourless, ammonia free, easy to use
• Unique in the market place
• Available to purchase instore for £24.99 at selected high
end retailers and online via the retailer websites
WHAT ARE THE OPPORTUNITIES?
• Promote and sell Tonacity in the digital space
• Use the high profile of Rachel Weisz as our ambassador
to increase sales
• To be recognised as a competitive alternative to a
trip to a hair salon
• Create brand awareness and raise profile
• Fast growing UK hair care market segment, 7% growth
in 2011, with further growth expectations thanks to recession
ends (£350 million market)
Executive summary
To develop a marketing strategy for the launch of Tonacity that drives awareness, evaluation, sales and builds loyalty and advocacy.
Our integrated launch campaign will be implemented in-store, out of store and on-line. We will complement Tonacitys traditional
marketing with digital channels such as a dedicated website, an iphone / android app and social media platforms.
The first hair
colouring range
to give a truly
multi-tonal result so
there’s no need for
a trip to the salon
‘
OUR CHALLENGES
§ To overcome previous poor experience
with hair colouring kits
§ To convince women to color their hair by
themselves at home
§ To complement traditional with digital
marketing
§ To build a digital marketing plan
§ To remain unique in the market place
§ To compete with well established hair
salons
COMMUNICATION OBJECTIVES
UNTIL CAMPAIGN END:
§ 95% reach
§ 10% share of voice within hair dye
§ 8% unprompted brand awareness
§ 4 000 landing page visits/day,
13 000 page views/day
§ 4% e-commerce conversion rate
Tonacity
packaging
1
2. Denise C – 32 years old, lives
in London. Financial Director
at ITV. Married and a mother
to 2 year old Zack
Personality
driven
ambitious
confident
Influencers
Our Audience
Appearance, pain points
• Attractive and takes pride in her
appearance
• Well presented and dresses well
• Shopping at Whistles and
Anthropologie
• Her hair is well maintained and is one of
her most important features, but she
gets frustrated when she does not have
time to visit the hair salon regularly
Lifestyle
• Time poor juggling motherhood and
a senior management position
• Husband also has a high powered job
• Relaxes with holidays in exotic locations
• Enjoys spending time with family and
friends
• Wants natural hair dye products that
are easy to use, give professional results
without wasting her precious time
Her goals
• Quality
• Ease of use
• Quick
• Convenience
• Results guaranteed
Technology - expertise level
IT and internet
Using mobile and tablet
Using social networks
App usage
intelligent
passionate
open minded
friends
family
Pinterest
fashion
colleagues
bloggers
2
3. We recommend investing towards a 60/40% offline to online split over 2 years
Year 1 - Why invest 40% Online?
• Online advertising has
overtaken TV to be the
biggest channel
• Tonacity consumers over
index online (Assignment
Brief)Online is cost effective
– Average CPV $.07
• 40% savings in comparison
to offline channels
Year 2 50% Online 50% Offline
• Build online presence as the Tonacity community grows
• Use offline spend to implement experiential campaigns instore
• Use instore events to increase brand awareness and convert
footfalls into sales
Why is Offline media still important?
• TV is still the most influential media for brand value
• Need a premium print presence to retain existing consumers
• Online can be used to enhance traditional media presence
CASE STUDY
Similar campaign
from L’oreal
Ombres
2013 invested
£130k online
£1.2m offline
TV was their
biggest offline
cost
3
Marketing investment model
4. Grab Attention
Visibility of the brand
advertised in traditional
media
Download app, like on
Facebook, view website
See how it looks on real
models
Grow Awareness
Brand recognition
Overcome barriers
Trust home colours
Engage Digitally
Try new colours digitally
using the the digital
hair trial tool
Learn how it works
digitally and why its as
good as a salon by
watching YouTube
videos, reading blogs
and reviews
Quality experience
Best home colour
Premium Product
Ultimate Packaging is
easy to open, feels
premium.
Easy to use with simple
instructions and online
help as well as using
Augmented reality on
packaging leading
customer to tutorials
Best results for DIY hair
dye, gives salon quality
Brand awareness
Brandengagement
Convert from fan
To first time buy
Path to purchase
Stand out packaging
Education about
product at point of
purchase
Experiential in store
Free trial while shopping
Advice from in-store
experts
iBeacon discount links
digital to trial
Share experience
Like us on Facebook
Follow us on twitter
Share photos on
Pinterest and Instagram
to get exclusive offers
Invite friends to try,
download or join
and we will give rewards
Community of super
fans, experts advice
Online advocate
Share and engage
PRE-TRIGGER
ZMOT
FMOT
SMOT
UMOT
Stimulus
First moment
of truth (shelf)
Second moment
of truth (experience)
Ultimate moment
of truth (share)
Zero moment of
truth
Our consumer shopper journey
4
5. Advocacy
Loyalty
Co-ordinated and
seamless across
all digital and non
digital touch
points to reinforce
branding
messages and
enhance sales
5
online
experiential
online
Sales
online
experiential
Evaluation
online
experiential
Awareness
online
offline
www.tonacity.co.uk
www.tonacity.co.uk
Photo
uploads
Tonacity
promotions
How to videos,
advertorials
Augmented reality
Mobile salon
www.tonacity.co.uk
online
create
share
Google, Bing,
Yahoo adwords
interactive
Store front
Posters
Reviews
shares
UGC
Likes
Tags
Retweets
Followers
Repins
Posts
Instore demos
G+
Subscriptions
Engage consumers across all touch points
www.tonacity.co.uk
instore
6. Experiential
ATLTVandPrint
DriveTrafficOnline
Interactive retailer
window display
Matches hair colour with
skin, eyes season trends
Choose your colour then
book appointment inside
Maintain presence in
premium magazines to
retain existing consumers
Offer rewards for signing up
digitally to link offline and
online campaigns
Pop up demos in our
retailers across UK
Consultants guide
consumers live in store
Instagram, social media
Rachel Weisz live
appearances integrated
Train station and bus station
ads target busy commuting
consumer
Augmented reality bus
station ad to try hair colours
virtually
Call to action: get App
Rachel Weisz live in-store for
experiential marketing
Rachel Weisz Google
hangout to create digital
content
Rachel Weisz Instagram
Youtube feeds
Street pop up and mobile
beauty trucks offering a
complimentary one hour hair
makeover
Create awareness and trial
Experts promote online
competitions and Youtube
tutorials
Use existing retailers CRM
to focus on “cross
shop”and allows
propensity modeling.
Target shoppers who also
bought other premium
brands e.g. Chanel, Mulberry
etc.
Take Control
of your hair
Take control
of your time
Take control
of your money
Ask consumers to engage
with social media
“What do you want to take
control of today?”
#takecontrol
Create stories “take control
of hair time”
Street Traffic
Pop Up Demo
Experiential
Print and TV
Outdoor Media
CRM and DM
Take Control ATL
Rachel Weisz
#takecontrol
OFFLINE strategy - Increase brand awareness and drive traffic online
6
7. Tonacity web page, app
The Tonacity website will include landing pages with a responsive design optimized for
desktop, mobile and tablets. It would feature top tips from Rachel Weisz, articles on
hair trends, videos, reviews and a list of where you can purchase Tonacity. An
additional option would be to have a guest hair stylist blogger contribute to the
website. This will provide current information and be a useful way of improving SEO.
The website acts as a focal point for the other social media platforms and provides a
place to host content. Following the launch of the website a mobile application would
provide information to customers on the move around hair style, colouring, tips and
trends, “What Suits You” feature to increase engagement.
Google Keywords Targeting (Google Search
and Partners)
This will involve mapping out important keywords that users search for based on
broad phrases and exact search keyword terms. In addition, we will also identify
‘negative’ keywords to avoid unrelated terms. This can be achieved by
brainstorming and analyzing competitors’ keywords and related keywords to
determine how users search for the items of interests such as hair colouring, hair
colouring tips, hair colouring alternatives, salon hair dyeing and hair colouring kits.
We will use this to identify successful keywords to refine / focus bidding strategies
ensuring the highest possible conversion rates to drive sales to online web store.
The keywords will need to be continually updated to reflect new keywords for long
term maintenance / optimization.
Display / Content Network
This strategy can be applied to associated hair related keywords on the web. Google
has a network where we are able to reach out to the public and gain exposure via
almost all the square, rectangular and skyscraper banner advertisements on the web.
Interest Category / Topic targeting
By selectively targeting users who are already browsing relevant hair content related
forums and websites - such as beauty, fitness, entertainment, shopping and leisure.
Website placements targeting
This will include the careful selection of relevant websites and forums by choosing the
ones that have potential to drive the most clicks and sales through our conversion
tracking.
ONLINE strategy – Google Adwords, Social Media, Digital brand content
Powerful Remarketing Strategy
The other keyword strategies will be followed up with a remarketing strategy. Our target
group has a busy hectic lifestyle, gets distracted by phone calls, multiple browser
windows at work, or even numerous appointments that delays the product research
process and purchasing decision. Therefore, if a user has been on a hair-colour related
website or has clicked articles on hair dyeing, we will have ads positioned on websites
with Google remarketing ads for when they are next online. The ads will provide a strong
call to action encouraging the customer to finish their research and purchase.
Video, Pre roll, Post roll Portal takeovers
We will target video advertisements (pre-rolls and post rolls before content is displayed)
as well as associated YouTube related video categories. We will also explore potential
website portal page takeovers to brand the front-page of a website with our ads to
amplify our presence and strengthen awareness of the product. An example would be
the blog of an Influential hair stylist.
Consistent Campaign Targeting refinements
(+ Mobile Ad Targeting Strategy)
With all of the above, consistent revisions of online conversions and conversion rates will
assist dramatically in evaluating results and metrics. In addition, continuous keyword and
trend analysis will be performed based on data insights from Google Analytics to help
revise our campaigns further. Extra targeting refinements will be made on several
additional factors, such as demographics on age, gender, geographical location,
mobile targeting and A/B split testing experimentation.
Social media platforms: Facebook, Twitter, Google+, Instagram,
Pinterest, Tumblr @kleurtonacity ♯takecontrol
We will use social media to generate brand awareness by encouraging the sharing of
information and discussions around taking control, colouring, product usage, before
after photos, for spreading endorsements and to integrate offline promotions and events.
The Facebook advertising function will be used to target specific demographics, Google
Maps will show purchase points and Google+ will provide Hangout sessions for followers,
allowing us to segment customers and to increase SEO value. Furthermore, YouTube
videos will be used to share how to videos to reduce the inexperience barriers of our
target market.
The brand ambassador Rachel Weisz will be asked to provide tips, endorse the product,
and help in usage application.
Audience Target
Bid Strategy
Keyword Strategy
Targeted Ad Copy
8
8. 8
Tonacity #Take Control
HAIR
Our audience are busy, time poor successful women, and therefore the need to be able to feel in control is
paramount to these women. Tonacity has focused on three core aspects around control – time, money and their hair.
To a lot of women, their hair truly is
their crown and glory. Too many
times a women has experienced
unsatisfactory results from a salon.
With Tonacitys expertly engineered
application tool, woman are finally
able to Take Control in the comfort of
their own home.
Our app allows the user to input
their details to easily find the
best colour specifically suited to
them, alongside the interactive
window display.
Every woman would love to be able
to know that their money spent at a
salon would be guaranteed with a
satisfactory result. Too often this is not
the case. Women can Take Control
knowing that Tonacity only uses high
quality ingredients that are 100% free
of ammonia and are odorless.
Our before and after shots from
our pop up store and our
mobile beauty trucks visualise
via our Instagram page, the
successful results from hundreds
of women.
Our audience are time poor, juggling
a career, family life and the pressures
of daily life to fit it all in. Trips to the
salon are time consuming, and often
scheduled late in the evenings, and
sometimes seen as a chore. With
Tonacity, women are able to reclaim
their time and Take Control with salon
results in less than an hour.
Our Youtube tutorials give clear
step by step instructions,
alongside our Google+ page
endorsed by trusted beauty
bloggers.
#Take
Control
HAIR
MONEY
TIME
Women are invited to share with
Tonacity what elements in their life
they want to take control of using our
hashtag #Takecontrol across Twitter and
Instagram, with our Facebook page and
website promoting the best of the day
entries. Creating an engaging dialogue
with Tonacity and their audience, as well
as within our audience.
To incentivise our audience all submissions
go in the draw to win a selection of prizes
that further reflect Tonacitys two core USPs
time and money. Tonacity will pay the bill
you would otherwise have spent at the salon
and reward you with bonus time you
otherwise would have spent at a salon by
offering a user voted prize from 5 themes ...
Travel – Hotel Accommodation for two
Dining – Dinner for two
Household – One months free cleaning
Retail – Voucher to spend at our
participating distributors
Beauty – Mobile massage brought to you.
WHAT DO YOU WANT TO TAKE
CONTROL OF TODAY?
The take
control
model
The take control
online campaign
9. R Downloads, new users
R Sessions, length
R Active users
R Loyalty retention rates
R CTR to/from website/retailers
R Photo uploads/shares
R QR/2D scans
R Demographic analysis
R Offer CTA rate
All data will be utilized to continuously
monitor the effectiveness of the
campaign in terms of revenue/brand
awareness and to determine any
strategy improvements.
Prompted/Unprompted brand awareness
R Brand characteristics awareness,
R Share of voice/ Share of spending
R Pre condition state engagement index-
Future behaviour index
R NPS score
R Purchase funnel
R Customer retention rates
R Sales revenue and margin
R Incremental sales by channel
R Cost per lead
R ROI
Social media
R Views, likes, unlikes. followers,
tweets, +1’s, repins, uploads,
comments, reviews, photos coupons
downloaded, competitions entered,
tags, posts, shares
R Links to Kleur website/App
R Sentiment analysis
Online and offline measurements and KPIs
9
Efficiency related metrics:
R SEO Page ranking, unique visits, page views
R Keyword performance/CTR
R Adwords campaign analytics/CTR
R Abandonment rate, GCP
R Referral websites
R Frequency length of return visits
R Bounce rate
R Impression share
Engagement metrics:
R Subscribers=CTA ratio
R Email marketing engagement score
R Videos watched/shared
R Coupon downloads
R Conversion rates, days to conversion
R CTR to retailers online store
Website
Traditional media
R Efficiency related metrics: Reach,
Frequency, OTS, GRP, GI,
R Cost related metrics: CPRP, CPT,
Cost per GRP
App
The marketing campaign timeline
july
nov
mar
may
sept
jul
Brand Launch
Online – Facebook banners,
digital banners, Google ad
words,
Offline – Rachel Weisz adverts
and outdoor media
sept
jan 2015
Creative online campaign
#Take Control
TAKE CONTROL OF YOUR HAIR
TAKE CONTROL OF YOUR TIME
TAKE CONTROL OF YOUR MONEY
Experiential Campaigns
Interactive window display at retailers, where the window in
effect tells woman what the best hair colour is for them based on
the season, their skin and eyebrow colour
Mobile roadshow with beauty trucks offering a complimentary
one hour hair makeover are positioned across the UK.
Website – Styled like a glossy mag, with
top tips from Rachel Weisz, articles on
hair trends
App – Interactive, playful function
whereby users can upload their image
and play around with different hair
shade colours available. Drives mobile
sales, and enable push notifications.
Digital Launch
Youtube, Facebook, Twitter - Collaborate with
content providers who have an audience of busy,
active women.
Prompt reviews, offer free trial, Engage with
competitions and promotions
Build Tonacity community
Revenue
Strategic insights