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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.
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TONACITYColour in your control
TONACITYColour in your Control
Group 10: Module 3 Project
TONACITYColour in your control
What we know…•Kleur Tonacity’s marketing strategy no longer reflects current digital industry trends in the hair care market
•The historical 70/30 budget split across offline and online media no longer represents a relevant investment model
Industry trends…•78% of CMO’s think custom content is the future of Marketing. Digital has possibly the best channels for custom content
•£6.3 billion was spent on digital Marketing in 2013 – Why? Because it works!
•55% of Marketers have increased their digital budgets in 2013
•14% of consumers have bought something they Encountered on social media
• Inbound Marketing leads to 54% more leads than traditional outbound media
What we can do…•Bring Kleur Tonacity to life by telling stories through offline and online Hero content
•Brand endorsements by recognized personalities
•Integrate social media and digital channels across all offline media
• Initiate conversation and emphasize time-saving benefits of Kleur products
How we’ll measure success…• Increase ROI via online activity
• Increase in-store purchase through Mobile App
•Social Media engagement and endorsement
•Drive online purchase through display advertising
•Aided brand awareness and top-of-mind awareness
Executive Summary
Our integrated marketing campaign strategy will see traditional media serve as a key driver for social and digital engagement from Kleur Tonacity users, while new content and increased activity will endorse brand and build loyalty from users
TONACITYColour in your control
Current MarketplaceBusy marketplace with established and engaging brands across most digital channels
TONACITYColour in your control
Customer ProfilesBusy working women who are already engaged in the digital world
Alice RedmondAged 30-40 Married, 3 childrenHR Manager, full-time
Likes…Brands that tell stories – a personal touchTo save money where possibleEmpowerment and inspirationTo be in control of her life and choicesTo look and feel fit and healthy
Dislikes…Impersonal tone and bombardment of messagesComplicated purchase systemsLimiting time at home
Downton Abbey, True Blood, The X
Factor, Loose Women, Rachel
Khoo, Nigella Lawson, Strictly Come Dancing
BBC Radio 1, 2 & 4, Magic, Smooth FM,
Spotify, iTunes
Vogue, Elle, Grazia, Marie
Claire, Harper’s Bazaar, InStyle,
Red
John Lewis, Waitrose,
House of Fraser
Television ShoppingMagazinesRadio/Music
Jane ClarkeAged 50+Divorced, 2 childrenAdvertising Executive, full-time
Likes…To feel connected To look and feel youngerRecognizable brands and personalitiesAdditional information: instructions, examples, case studiesOffers and discounts
Dislikes…Feeling embarrassed about grey hairsConfusing technologyFeeling old and out of touch
Based on audience surveys and independent studies, we know that Kleur Tonacity target customers already spend a lot of time online and communicate, shop and learn via digital channels
TONACITYColour in your control
• Women are driven to buy home hair-care based on speed of use
• Also by the fact that they can have fabulous hair at a time that suits them in their lives and it is more under their control
Insight
• Become the brand that helps women make the most of their lives by taking control and empower them to do the things they love on their terms
Strategy
• All tactics will be based around the concept of empowering women especially with a Tonacity focus of having fabulous looking coloured hair
• Practical tools to help women manage their day to day looks and life
• Sponsored online tutorials and events, e.g. new ideas on hair and beauty, with other media empowering women
Tactics
Kleur Tonacity Colour in Your Control
TONACITYColour in your control
Touch Point MAP
Word of Mouth
Search
Retail
Review Sites
Social Media
Website
StimulusIntegrated marketing campaign to drive brand awareness, target key influencers•SEO, Google Adwords, Blog on Kleur website
•Offline media: television, radio, print advertising
•E-Newsletters and direct mail to Kleur customers and targeted data
Zero Moment of Truth Provide relevant, timely and contextual information•Remarketing on brand websites•Display advertising on review/comparison sites
•Social Media – Infographics, Hero content•Offline reviews•Celebrity endorsements through YouTube partners
First Moment of TruthInfluence decision-making•3rd Party Websites – Ocado, The White Company etc.
•POS in major retailers and branded packaging
• In-store Advisers and free consultations•Mobile App•Push messaging
Second Moment of TruthMaximize user experience, drive engagement, promote ease of use•FAQS and Online Tutorials•Promote Bespoke Application tool through Hygiene content
•How-to videos based on Twitter queries
Ultimate Moment of TruthDrive loyalty and advocacy, offer more than just hair products – way of life•Push Pinterest and Instagram on all channels
•Encourage sharing on Facebook and Twitter•Loyalty Program – competitions, gift packs•Support network – life coaching, mentors
Touch point (Area of Interaction)
Moment of Truth (Critical Interaction)
Customer Journey
Stimulus ZMOT FMOT SMOT UMOT
40%20%
15%
15%10%
Percentage of budget per stage of customer journey%
TONACITYColour in your control
• SEO
• E-newsletters & direct email
• Kleur Stores• Banner Ads & Booth for
Tonacity• Barcode that links website
• Google AdWords:• Television advertising• Print Ads in targeted publications
• Grazia, Woman & Home, Vogue, Elle
• Outdoor Advertising• Display Advertising• Social Media Advertising
• Create Hero content for Twitter, Facebook, Instagram and YouTube• Include handles and promote hashtags through media campaign e.g. #colourcontrol,
#tonacity
TV Ads on Loose Women & The X Factor – 4 Part Story-telling Ads emphasizing speed of application
X Factor contestant
arrives home and opens Tonacity delivery
Applies Tonacity following quick and easy steps
Checks clock 5 minutes
after, washes off and blow-
dries hair
Dressed and ready to join
crew for tonight’s audition
Ad 1 Ad 4Ad 3Ad 2
Inspiring CustomersIntegration of traditional media with online and digital platforms
Budget: £1.2milion
TONACITYColour in your control
Owned
Bought
Earned
Brand Engagement OnlineIntegration of traditional media with online and digital platforms
Budget: £0.6milion
Tutorials Competitions
Celebrity endorsements
“Here’s the Science bit”
Online Salons Mobile Apps
Shared content
Sponsored Facebook / Display Ads
www.tonacity.co.uk/watch 12 August 2014 – uploaded by TonacityHow to create fabulous hair colour at home
Tonacity UK
Tonacity UK
TONACITYColour in your control
Engagement at Purchase
Point of Sale and Mobile
3rd Party Websites
How-to video content
Budget: £0.45milion
TONACITYColour in your control
OWNED•Website application support:•QR code included in product packaging to direct people to website containing:•Online tutorials•Animations of how the applicator works
• Inspiration galleries•Tips from ambassadors e.g. Sophie Dahl
•Mobile App updates - refresh user experience and keep them engaged
•Life management tools:•Reminder tool to set alerts for dates to re-apply
•Register for style updates•Direct customers to follow Tonacity inspiration on Instagram, Facebook , and Pinterest boards
•Push challenges and competitions out via SM
•Have chat board on website to allow user to interact and share experiences/ask questions
BOUGHT•Premium search ads on YouTube search for•How to colour hair•Home coloring• Include video extension to drive traffic tutorial videos for iPad/mobile devices
•Paid for Facebook/Instagram mentions from celebrity ambassadors
•Buy Evernote widget to Integrate diary reminders to calander reminder service to insert notes in Evernote, and add to re-do colour on regular basis
•Facebook and Google ads highlighting popular Tweets - ‘@KleurTonacity - my life has been transformed by your product - quick, easy, and stress-free! #colourinyourcontrol’ > call to action ‘Join the discussion now’
EARNED•Dedicated forums for customer own tips on how to look great on a busy schedule e.g. •Managing beauty with young children
•Beauty while travelling•Forum linked to Instagram and Pintrest
•Re-post user content on YouTube channel -
•Poster user tags and comments on Facebook page
•Answer questions and offer quick fixes to problems in fun and easily digested videos
•Develop customer case studies to share
•Drive media coverage with:•Free samples•Blog-ups on hair tips•Tutorial salons at annual ‘fashion nights out’
www.tonacity.co.uk/watch
12 August 2014 – uploaded by TonacityHow to create fabulous hair colour at home
A Great Brand ExperienceBudget: £0.45milion
TONACITYColour in your control
Owned: Rich social content on the Kleur Tonacity website•Website - increase blog activity with forums and chat rooms to generate more discussion, highlight key tweets and develop stories about our users
•Mobile App updates - refresh user experience and keep them engaged• Enable users to follow their celebrity stars with series type content for users to watch and interact with and share with their friends
Bought: used paid media to extend reach and drive additional interest • Roll-out of television ads highlighting success of product with users - stress importance of time-saving benefits - promote hashtags to push conversation and engagement
• Promote User generated YouTube Ads• Retweets success stories and how user are taking control daily via Twitter• Bought Print ads in beauty and fashion magazines using ‘Women in control ‘ ambassadors to increase interaction and conversation
Earned: build community hubs and encourage shared experiences on social networks•Pinterest - huge push for users to share photos of experience, success stories, key life moments, e.g. weddings, birthdays etc.
•Create bespoke cover photos for Facebook users to upload to their profiles - promote loyalty to brand
• Sign-up powerful, influential women to be role models and mentors for users in their business/personal lives, e.g. Hilary Clinton, Angelina Jolie, Helen Mirren
• Create a Social Media Wall to amplify the conversations between our advocates and their followers
Driving Word of MouthInspire customer loyalty and advocacy Budget: £0.3 million
TONACITYColour in your control
Awareness: 12m impressions (banners/FB display Ads), Google ad placed in top 3, 7m social mentions, 800k YouTube views, 40% aided
awareness of brand, 40% prompted awareness of ‘Colour in your Control’ strapline, 50% key message penetration to media articles
Consideration: 1.5m visitors to website, 12% click thru ‘rate from online & FB, video shares & FB likes 200k, 200
Pinterest mentions, 7000 colour tool app downloads
Brand Preference:15% ‘Top of Mind’, 50% positive sentiment, 30% market share,
website loyalty
Purchase: £200k equivalent Sales, 8000 coupon redemption, 30% point
of sale click-through from website
Retention:20% repeat visits, 5k registered to website tools
15k likes on FB5k Instagram followers30k Twitter followers
Key Performance IndicatorsAwareness, Sales, Loyalty, Advocacy
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