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RKDoor Systems
Contents
Pinnacle consultants are a local, digitally lead consultancy companyspecialising in the front and back end of website and social mediaservices.
With a reputation for being experienced, reliable, methodicaland passionate, we have been trusted by some of the largestnames in the home renovation industry and also are committed tomaking local businesses stand out.
Our integrated approach to work enables our clients unrivalledflexibility with their needs and requirements because here at Pinnaclewe adapt to the ever changing demands of the digital marketinglandscape and deliver products and services tailored to eachparticular vision.
Jack a Business Graduate from BournemouthUniversity Co-founded the company in 2014. Hehas a background in analytics and a passion fordigital marketing especially within social mediacontext.
Contact: [email protected]
Elliot also a Business Graduate fromBournemouth university help found thecompany with Jack in 2014. Elliot plays anactive role in the project managementaspects alongside the social media analyticswithin the Situational Analysis carried out byPinnacle Consultants.
Contact: [email protected]
SITUATIONAL ANALYSIS
STRATEGIC RECOMMENDATIONS
Purpose of this Report............................................. 1RK Door Systems at a Glance ....................... 1Sales Analysis .................................................................... 3Google Analytics ........................................................... 7Customer Profiling ...................................................... 9SWOT Analysis (Website) ............................... 10SWOT Analysis (Social Media) .................. 12SOCIAL MEDIA ANALYSIS ........................... 14Facebook Review ........................................................ 15Houzz Review ................................................................. 16COMPETITOR ANALYSIS ................................ 17Hormann Review ......................................................... 18Yale Review ....................................................................... 19Velvac Review ............................................................... 20Klober Review ................................................................. 21
STRATEGIC RECOMMENDATIONS &OBJECTIVES............................................................................... 22Objective One ....................................................................... 23Objective Two ...................................................................... 24Customer Segmentations......................................... 25Content Engagement Strategy ........................ 26Engagement & Data Collection Strat....... .26Return On Investment ................................................ 26TACTICS ....................................................................................... 27Tactic 1- Utlising Social Media...................... 28Tactic 2- Content Creation ............................... 31 Tactic 3 - Data Collection ................................... 32Tactic 4- Customer engagement Strat.. 32Tactic 5 - The review process.......................... 34Appendices ................................................................................ 36References ................................................................................. 40
Purpose of this ReportWithin this document Pinnacle Consultants (PC) aim to draw attention to the business case of RK Door Systems(RKDS) and to provide a situational analysis report critically reviewing RKDS current online marketing position. Thisthorough investigation seeks to generate an in depth understanding into the current online business situation of RKDSwith the intention of changing the perspectives and culture of the senior management and to also identify areas forimprovement and growth.. The report will be concluded with a comprehensive list of strategies and recommendationsthat RKDS can utlilise to help move forward. in the world of digital marketing.
To aid the completion of the report, PC will be using the SOSTAC planning model which is a widely recognised tool tohelp marketers plan and strategise their marketing campaigns. (Chaffey 2016)
RK Door Systems at aGlance
To summarise, PC believe that RKDS are growing at an excitable rate and can look forward to a profitablefuture. This is mainly down to the functional business model in place which is effective in generatingnumerous revenue streams. In addition, allowing complete customisation of products through industryleading advancements in technology have in turn lead to a competitive advantage for RKDS. In reference tothe sales data, the distribution of sales is promising which is partly through the use of an operativedealership network. However, capturing quality data on the customer is something that has often beenoverlooked, preventing them to create accurate customer identities. PC feel that this is one of the first andmost critical steps in building interaction with customers. Additionally PC believe that word of mouth hasbeen an incremental marketing tool for RKDS to date however, currently there is no way in quantifying theextent to this and identifying who its most influential customers. In relation to the website performance, alarge proportion of RKDS traffic is derived from Organic sources which is hugely beneficial as it representsthere is an underlying awareness of the brand.. Social media & Referral traffic on the other hand performed way below an acceptablelevel which is why the direction of the report is based on the key issues. PC postulatethat the smart brand on social media is one that can understand and listen to itsaudience as to find a way they can contribute to conversations that are happening onthese social platforms in a way that doesn’t frustrate or disrupt the natural flow of howthese social platforms are used. With so much information and so many optionsavailable to consumers there has been a power shift in the brand-consumerrelationship, which means now more than ever brands need to be giving real value totheir customers or they will simply find what they’re looking for elsewhere.
1
Situational Analysis The first element to the report consists of a Situational analysis. This is the first stepaccording to the SOSTAC Model and aims to offer a comprehensive overview of theorganisations and covers a variety of areas such as; Sales Analysis, Customeroverview. Digital performance landscape, Competitor analysis and a SWOT of bothsocial media activities and the RKDS website. This element to the report is arguablythe most important as it should cover RKDS internal capabilities and acts as thefoundation for the rest of the report.
32
OverviewPinnacle consultants took part in the analysis of the sales data to try and gain an unprecedented insight into which
door models and systems were performing particularly better than others. The sales analysis also aimed to look into
any geographical trends occurring so that the most popular region can be identified. With this in mind, the overarching
aim of the sales analysis was to gain a thorough insight into RKDS customers in order to try and work out their
attitudes, buying habits and an overall profile of who they are however were limited to the range of data available.
Finally, word of mouth appears to be a high valuable marketing tool for RKDS and it would be highly beneficial if this
could be quantifiable.
Sales Analysis
TOP 3 MODELS
The most popular door in reference to sheer volume sold in 2015 was the RK330 which sold
40 units in total. This amounted to 16.5% of total sales in 2015. The most popular system
added to the door was the Entre which accounted for 45% of all RK330 models sold. This is
shortly followed by the Modern system which accounted for 40% of all RK330 models sold.
In terms its financial performance this model in particular overall came 5th in average profit
margins.
Out of the 40 units installed 23% of them were installed and in fact bought on average 12%
higher margins than the units which were supply only.
RK Door Systems 3rd most popular door in 2015 was the RK950 which sold 24 units in total
which amounted to 10% of all sales within 2015.
The most popular system fitted onto the door was the Entre which accounted to 67% of their
24 sales. This was shortly followed by the modern system which represented a ¼ of all
RK950 sales, the average gross margin for both Entre and Modern systems was 44%.
Out of the 24 units sold, 33% of those were installation and on average it bought 10% higher
gross margin when compared to the units that were only supplied.
3
In 2015, the RK420 was the second most popular door to consumers selling 25 doors for
the year (10.3% of total sales). Over half of the RK420 door models sold (52%) were fitted
with an Entre system however 28% were fitted with a special system which tells us that
consumers preferred a flush finish on the outside of the door as opposed to a recessed
panel.
Whether the doors were either installed or supplied didn't matter in this case as 84% of the
total doors sold were via developers which, in fact represents a huge potential growth
avenue for RKDS.
GEOGRAPHICAL DATA
The RK330 has been mainly
popular in the south/southwest
region with London and Cornwall
being its most popular areas. This
aligned with the residential new
orders figures throughout 2015
provided by (Barbour ABI, 2015 )
shows promise as the number of
new houses in 2015 for the South
West were 1,145 units & London
= 1,879 units. This figure is
expected to rise in 2016.
84% of the total RK420 doors
models sold were within the
Exeter and South Devon region.
This high figure represents the
sales from the "Heritage plot"
which, in other words are
developers. It is interesting to see
such a high proportion of
developers prefer the simplistic
yet slick 420 model to other
models. This may in itself present
an opportunity for additional
revenue streams.
36% of the RK950 models sold
were situated in London which, is
a promising statistic considering
there is a predicted 15% rise in
the amount of new builds within
the city. However, it appears there
is a healthy distribution of sales
across the UK which is positive as
there is less reliance on sales
within the City and Greater
London.
Value of Sales
Sales Distribution (top
8)
East Midlands
(Leicester) = 21%
Exeter & Devon =
15%
Barnet = 12%
Mid Devon District =
11%
Epping Forest = 8%
Helston = 8%
London = 7%
Truro = 6%
Hayle = 5%
Upon reflection, it appears that the Southwest region remains still a largely popular area for the RKDS product
as it represents 34% of the total sales received in 2015. This figure is highly encouraging when taking into
consideration that the NHBC identified a 9% growth in registered new build homes year on year (BT 2016).
Moving on, PC feel that the distribution of sales across the UK is adequate which could largely be the
consequence of the partnership with CMS who act as re sellers for the RK Doors. To go into further detail the
figure represents 21% of all sales for 2015 which is an exciting prospect and an area RK Doors should
consider exploiting further considering the Midlands and the Eastern region have notable increase in new
home builds (12% & 23%) respectively (BT 2016)
4
Geographical Data
RK330
RK420
RK950
Directly bellow is a map of the UK
which accurately displays the
distribution of sale which occurred
throughout 2015. The map has been
designed to provide a visual
representation of what models
performed best in certain areas.
With reference to market
predictions conducted by the
NHBC. PC highly
recommend focusing efforts
on gaining market share in
the Eastern Region.
Map Sourced From MapsData.co.uk
5
Sales AnalysisSummary
JulyAugust
SeptemberOctober
=
61%OF ALLSALES!!
92% of customers trust
recommendations from people
they know directly!!
Throughout the sales analysis Pinnacle Consultants used as
much data as possible in an attempt to draw up accurate
conclusions however, were limited somewhat as the data was
not as vast as initially admired. Notwithstanding, the data was
useful to a degree as it enabled PC to identify which models
and systems are more demanded and which locations are
most frequent in terms of sales which subsequently will prove
useful when providing the recommendations (Page 36) . To
go into further detail, it has been identified that generally
customers buying RKDS products prefer ones that carry a
very elegant and minimalistic look which is apparent in the top
3 selling models. In conjunction to this, it was found that
models that are displayed either within the showroom or
exhibitions are generally more popular and sell higher
volumes. In addition, 61% of all sales in 2015 were sourced between July & October with October being
the most popular month. Therefore it is important that heavier promotional activities are carried
out during that particular period in order to maintain the possibility of continued high level of sales.
Moving on, given all this information PC would like to be able to quantify the power of word of
mouth as a marketing tool for RKDS. This is because word of mouth marketing is arguably the
most important marketing tool to RKDS as 92% of customers generally trust recommendations
from people they know directly (Whitler 2014). Additionally, the importance is intensified when
customers are paying premium prices for products. Therefore, PC have identified a series of data
to be collected in the future that will enable PC to draw up accurate conclusions in the future.
6
Google Analytics Overview
30th Jan 2016 30th Jan 2015&30th Jan 2015
30th Jan 2014
Date Ranges:
This particular element of the situational analysis consists of evaluating the performance of the RKDS website.
Looking at the company’s performance at a glance it appears that the company are performing exceptionally well with
organic search results performing higher than the benchmark average. According to the data 71% of all traffic this
year originated from new visitors which is again a very promising figure. In addition to this the level of engagement on
the website was to a satisfactory level.
However, the analysis on the website performance has also enabled PC to
identify weaknesses and areas for improvement, that being its referral traffic and
social media performance. The following pages aims to analyse the data further.
Acquisition
SEO Rankings
Organic Sources
The following section will show how users are finding the RKDS website which
enables RKDS and PC to evaluate the effectiveness of the marketing channels
that are currently being adopted. Secondly, it is important to identify which
channels are attracting the most number of users and which channels are most
engagement.
ORGANIC TRAFFIC 2.33%HIGHER THAN DOORS &WINDOWS BENCHMARK
RKDS currently poses a brilliant SEO ranking with the website appearing at
the top of most keyword searches. This is largely down to the investment
into a strong Google Adword campaign. Please note that analysis on SEO
queries have been conducted by the following date ranges 29th December
2015 – 10th March
Organic searches have been the best performing source of traffic for
RKDS over the past year with a rise from 16,575 (2014/15) to 42,661
(2015/16) +157%. This particular type of traffic is hugely important to
RKDS because it essentially represents the amount of actual people
search for the RKDS product and plays a huge role in the overall
SEO Ranking. Please note that due to customer privacy browsing
preferences large proportions of the organic search analysis couldn’t
be acknowledged .
“Clicks” is an important metric to consider as its measures the
amount of times people clicked onto your website from the search
results. In addition, the click through rate (CTR) is a brilliant metric
used to measure the SEO Rankings, this is because it calculates the
rate to which the amount of times your website is displayed via
google to the actual amount of times the link has been clicked on.
"CONTEMPORARY
FRONT DOOR"
"MODERN FRONT
DOOR"
"MODERN
FRONT
DOORS"698
Clicks392
Clicks130
Clicks
1.66%
CTR
1.32%
CTR
1.10%
CTR
Best Performing Words
SOCIAL MEDIA & REFERRAL
BASED TRAFFIC 84% & 30%
LOWER THAN BENCHMARK
AVERAGE
The higher the CTR the better. Research shows that there is a negative correlation between the position on Google
results and the CTR.
7
Direct Sources
Referral Sources
Social Media Sources
Google Adwords
Engagement
Direct traffic includes the people who type in RKDS URL directly into their search
browser the direct traffic has improved considerably over 2 years from 4,563 – 9,277
sessions (103%) which means that customers are increasingly gaining awareness
towards the RKDS website.
Referral website traffic is hugely important towards any business and is arguably
the highest quality source of traffic as it carries more influence and power over
other sources of traffic. In fact studies have found that it can increase the
conversion rate by 4% (Patel 2015). PC have identified Referral traffic as an area
for improvement despite its drastic improvement of 313% increase in share
New VsReturningCustomers (43,289)
149%INCREASE
(14/15 15/16)
of overall sessions from 14/15 15/16. To elaborate further, RKDS highest recognised
referral traffic source has been via the “dslsouthwest.co.uk” website yet still only amounts
to 0.48% of total sessions between 2015/16.
PC have identified two referral traffic sources to improve upon in the future ‘Houzz & Grand
Designs Live.’ Although Houzz has improved by 660% over the two years, it still only
amounts to 0.31% of all sessions. The same applies to Grand Designs Live which currently
represents 0.29% of all sessions.
In addition, a large proportion of RKDS existing referral traffic is derived from automated
sources which don’t carry the same degree of quality than ones such as Houzz and Grand
Designs.
Organic
Direct
Referral
Paid Search
Social
Display
Sessions Yr on Yr
% Change
% Change
% Change
% Change
% Change
% Change
157.4%
103.3%
313%
29%
823.2%
493.3%
Despite the apparent rise of traffic gained from social media sources from 25,000
(2014/15) to 61,000 (2015/16) sessions (144%). RKDS are seriously under performing
against the industry benchmark (Windows & Doors) whereby their performance is 84%
lower than the average (397 vs 2,547). What is interesting to see on the other hand is the
positive behavioral patterns of the consumer when they do reach the RKDS website
whereby they are far more engaged. To go into further detail; the amount of pages view
per session is 4 compared to the average of 2 (that’s a 67% increase). Furthermore consumers are choosing to spend longer on the webpage 174% higher than the average in fact.
LIMITING FACTORDemographics within Google
Analytic was only enabled at thestart of 2015 significantly limiting
the data available.
Across 2 years RKDS have spent approx. $6,000 on ad word
campaigns with the aim of improving SEO rankings and overall
traffic into the website. However, since the beginning of 2015 there has been a decrease in its effectiveness with it bring 18% less clicks than the previous year and on average
23.7% less sessions. With the data presented in Google analytics PC are unable to draw up conclusions as to why
the campaign is under performing however it can depend on a number of variables from the amount competitors are
paying for the google ad word campaigns to a poor landing position on the search results page. It is important to
ascertain at this point the results of the campaign can be uncontrollable from RKDS perspective. The Google adword
agent needs to be consulted before PC can reach a conclusion.
The most predominant session duration is between 010 seconds which suggests that a lot of the users access the
page to quickly revert away from the page again. Moreover 17,768 sessions have lasted between 61 secs – 600
secs which means users are engaged to the website and find the content interesting. Putting this into context,
assume a customer types in contemporary front doors into Google…RKDS subsequently is the first to appear on the
search listings… it is therefore important that the website reflects what the customer is initially searching which in the
eyes of the consultant It DOES!!
8
RK Door SystemsCustomers
31% of RKDS customers who browse the website are categorised under the Millennials (aged 2535).
However according to the sales manager at RKDS the most common age bracket who actually
purchase doors are aged between 4560. As age increases it has been found that finding the right
product providers grows in difficulty, while staying within budget is a more common challenge facing
the younger generations (Anon 2014)
In order to try and gain an unprecedented insight into RKDS customers, PC embarked on collating as
much data on the customer as possible. It must be noted however that PC were limited to the
availability of data made readily available. PC also conducted a number of interviews with members of
the public who attended either the Grand Designs Exhibition or the Home Renovation Show, this
enabled PC to create personas and to evaluate their attitudes towards social media etc.
Persona Demographic Motivation Web Usage
Affluent Suburban Housing(Susan 35 & James 44 Looking for healthyinvestments)
Older housing of intermediatestatus (Courtney 36 & Sean41)
Seeking to develop propertiesModern family housing(Chris 32 & Sarah 31)
High Status in nonFamilyAreas (Richard 55 & Denise54)
Looking to buy a plot of landto build a property to create ahealthy investment. NewBuild
Looking on continuouslyrenovate their house.Actively into propertydevelopment.
Renovation
Renovation & Propertydevelopment for investmentpurposes. Renovation &New Build
Lower middle class –Married couple, Duelincomes with dependentchildren. Generation X (35– 45)
Middle Class married couplewith dependent children. Generation X (35 – 45)
Upper middle class Oldermarried couple no childrenliving with them. BabyBoomers (45+)
Middle class newly marriedcouples with no children Millennials (25 – 35)
Prefer to use magazines as aprimary source of information. Usethe internet & social media as asource of reviews.Acknowledge that they need to usesocial media more.
Avid users of social media andparticularly Pinterest, Houzz &Instagram in order to gatherinspiration on interior andexterior design. Shares anddocuments experiences .
Heavily rely on the use of Wordof Mouth. However, still use theinternet to access reviews and toconduct research. Ready to usesocial media more as they areaware of its capabilities. .
The internet is 1st place to gaininspiration. Like to documentexperiences on Facebook.Reluctant to buy a product withoutseeing it
"Although we don'tuse Social Media, Wedo recognise itsimportance and planto use it a lot more” James Murphy
Despite the most affluent customers being either Generation X or a Baby
Boomer, it is still crucial to recognise the importance of gaining recognition
from the younger generations who in a number of years time are likely to be a
primary source of revenue for RKDS. This is supported by findings from the
Houzz uk home report who state over 50% renovated their home in 2014
(Anon 2014). The top reasons for choosing to renovate in 2014 relate to a
recently purchased home, time and money. Older Gen X’s (4554) and
younger Baby Boomers (5564) finally have the money and time required to
renovate, while recent home purchases drive Millennials (2534) and younger
Gen X’s (3544). (Travis Perkins 2015) (Anon, 2014)
9
OverviewThe SWOT element to the report is focused on identifying the strengths, weaknesses opportunities andthreats associated with the RKDS website. In addition to this, PC believe that the two main purpose of awebsite are to attract visitors and to convert visitors into followers or prospects. Therefore, it is crucial that thewebsite is easy to navigate around, contains the relevant information for the customer upon request andfinally the overall design is to an optimal level of quality that enables RKDS to capitalise on familiarity andperceived value.
SWOT ANALYSIS ‐ WEBSITE
Strengths
Weaknesses
There are clear links to further product
information via the navigation bar and
also the downloadable brochure. This
provides customers with an extensive
list of further product range,
specifications and prices.
Effective & well informed
advertising of upcoming shows &
exhibitions that are taking place,
offering customers the opportunity
to have face to face contact with the
products.
Due to a high proportion of traffic
deriving from Organic Sources,
customers can both type in
“Contemporary front doors” or “Modern
front doors” and access the website
from the top of the search results.
PC are of the belief that the
current method of navigation
around the website is cluttering
up the website. Traditionally the
navigation bar is useful because
it can take the visitor directly to
where they would like to go
however, the disadvantage with
this is that it takes up valuable
screen space. The hidden
navigation bar is a tool being
adopted by many websites today.
The website is lacking a landing
page which can be useful for
RKDS in generating new leads.
i.e Increasing email
subscriptions or increasing the
number of visitors designing
their own door using the
specialist program.
The website lacks an FAQ page
so that customers can potentially
find the solution to commonly
asked questions.
RKDS currently lack influential
photos within the gallery of the
website, which could otherwise
influence and build sustainable
engagement around the company
and the home
renovation/architectural industry.
By harnessing the use of
images/videos e.g in warehouse
production, door safety and real
projects undertaken it will in turn
build a stronger affiliation with the
brand.
There is a unique and consistent
housing style applied throughout
the homepage which helps the
customers to immediately identify
RKDS to its competitors. This is
helped by the distinctive
typography applied throughout.
Due to a high proportion of traffic
deriving from Organic Sources,
customers can both type in
“Contemporary front doors” or
“Modern front doors” and access the
website from the top of the search
results.
The homepage also distils the
company’s values instantly,
clearly explaining to all viewers
what RKDS do.
There are clear links to all social
media channels so customers can
engage in the RKDS social media
activities. In addition there is a
Twitter feed plugin which displays
all recent comments from satisfied
customers, in addition any news
referring to upcoming shows.
The ‘contact us’ link is clearly
accessible in the footer of the
webpage so that customers can
get in touch if they need to.
There is a large product image on
the homepage which helps to
identify the different features of the
product in a more efficient and
effective way.
10
Opportunities
Threats
Conclusion
A Landing page could be
incorporated into the front of the
website to improve the companies’
conversion rate. The conversion
doesn’t particularly have to be as
drastic as a ‘Lead’ or an ‘Enquiry’
but it could be something as
simple/effective as tieing a
customer down to an email
subscription. Consequently, this
can potentially provide RKDS with
additional user information which
could be used for further analysis.
Landing pages can also be used
as a form of advertising. For
example, RKDS could post
information about an upcoming
show and offer an incentive for
those who are attending.
One of RKDS main
competitors ‘Hörmann’ have a
large advertisement displayed
at the top of their website
brandishing the slogan ‘one
name, one promise.’ The use
of slogans (something that
RKDS don’t currently utlise)
reinforces a state of trust
between the Hörmann brand
and the consumers.
Overall PC believe that RKDS’s website is aesthetically pleasing and enjoyable to navigate around. Additionally,
the crux of the content within all pages are practical and provide more than enough information for the customer to
make informed decisions. However it is important that constant actions are taken to ensure that the overall online
experience of the website remains competitive against competition.
Furthermore a number of opportunities have been highlighted within the website that aim to rectify some of the
weaknesses previously highlighted. PC have identified the inclusion of a landing page to be a priority as it can
direct visitors towards a particular conversion point. Finally an inclusion of a page that enables visitors to view
overall finished projects rather than stock images of the products will increase engagement and therefore should be
another priority.
Hörmann have also included
many articles within their website
to demonstrate how they’re an
environmentally conscious
organisation. By incorporating
featured stories into the website
on the matter shows that they
care about the topic as a whole.
This usually pushes customers
to feel that your company is
ethical. Consequently enhancing
the corporate brand image.
Velfac have an interesting
Domestic Projects page; a
great way to invite customer’s
interest in real life examples.
This could be accomplished
getting some examples of
great looking projects you
have done, by using videos or
simply a roll of high quality
pictures throughout the
stages could show the quality
of your work in real life.
Another aspect that
RKDS currently lack within
their website which, could in
turn be transitioned into an
opportunity is including an FAQ
page within the website. The
reason for this being visitors
with questions will be able to
get answered without having to
call or email (which is often a
slow process). Subsequently,
this will cause the website to
further rise in the Google
rankings because FAQ pages
suggest a richness of content.
There is an opportunity within the
RKDS website to write blog articles
on unique and interesting stories
not only related to the company
but also towards the home
renovation industry. By engaging
the audience through relevant,
compelling content and clear
navigation pathways it will avert
visitors away from hitting the back
button. In turn this will enable
RKDS to boost its referral source
of traffic and also help improve the
SEO rankings.
11
SWOT ANALYSIS ‐ SOCIAL MEDIA
OverviewThe SWOT element to the report is focused on identifying the strengths, weaknesses opportunities and threats
associated with the social media platforms. In addition to this, PC believe that social media platforms are designed for
the exact purpose to socially engage with other people! Yet as the digital age progresses we are seeing more and
more brands “polluting” these social platforms by pushing out content that people don’t want to see. PC will conduct an
analysis into the following social media platforms (Facebook, Twitter & Houzz )
Strengths
Weaknesses
The Facebook page is currentlyuploading images of current jobs andupcoming events, this is a good wayto allow customers that quickly viewthe work and quality of RKDSproducts.
Having CMS Garage & Entrancedoors as new partner, has opened upnew ways for RKDS to be reached bythe use of their 1,043 followers. Alsoby having CMS mentioning theupcoming shows and events that aretaken place are essential to engageas many online customers aspossible.
An external blogger has previouslymentioned the product and went onto comment on the quality of it. Thisis another avenue for customers toaccess comments on differentinvolvement of our product, and ablog could be built around newprojects being undertaken andgeneral improvements of thecompany.
RKDS use the "boosting"tool within Facebook tocreate sustainedengagement on certaincontent posts.
Promotional content alsoincreased the overallengagement on the page and itreached out to a wideraudience than normal. This isdespite the negative attitudesassociated towards the 'hardmarketing' approach.
The Houzz webpage currently lists arelarge amount of the most popularproducts within the catalogue, givinga variety to see an understand thequality.
A large weakness with RKDS socialmedia platforms is the sheer lack ofcurrent followers, which is causing a hugelack of inactivity throughout both theFacebook and Houzz page. This iscausing a lack of differentiation. Thetwitter page is also failing to engage inpopular hashtag campaigns toreach millennial customers.
The current use of marketingtechniques displaying solely RK Doorsis ineffective becausebetween Feb March 2016 the contentonly reached 5 viewsand 0 likes. RKDS need to considerexpanding the platforms in which theyoperate in (Pinterest, Instagram etc.)
RKDS are currently inactive withsocial platforms Instagram& Pinterest. In which Instragramcurrently hold 300 millioncustomers, Pinterest holding100 users.(Smith 2014, Lepage 2015)
Google+ webpages can expect tobecome more likely to appear inorganic searches. Although it maynot be the most favored networkit’s crucial to have your companyon the widest spectrum of socialnetworks to meet as manycustomers as possible.
SkyFrame have an invitingwebpage, & video that shows theirproducts in an elegant manner,which is appealing to customersinstantly, feeling the idea of ‘notjust a window it’s a view’ in eachand every page, already getting anidea of the brand equity, whichRKDS doesn’t estbalish withintheir website.
Houzz website in general justoverviews the products, customersnow want to see more engagingimages. Also answering questionsfrom customers with a quickresponse time to show customerinterest.
It appears that there is constantpromoting of the up and coming eventsand exhibitions Facebook which is anessential technique. Via the Facebookchannel; there is an acceptable degreeof varied content published whichinduces visitors to keep viewing thepage.
12
Opportunities
Threats
Conclusion
RKDS should consider adoptingfurther social networking platforms aswell as Facebook and Twitter. Pinterest& Instagram have witnessed hugegrowth in brand following, Instagram100% & Pinterest 48% during 2016.(Smartinsights 2016)
Pinterest drives more product salesthan any other social media channel,reporting in October 2012 that 69%of customers find an item they wantto buy on Pinterest compared to40% on Facebook. (Evonomie 2013)
The use of Google+ would increasethe chances of customers findingRKDS through organic searches,even if the page is inactive, it’s afree form of boosting the currentpaid Google AdWords tactic.Google+ is extremely popular forbusinesses, therefore it’s anessential social network for RKDS.
Start adding more content that addsvalue to the brand, giving a customera reason to come to us than someoneelse. What if RKDS started bloggingabout first time buying of houses,renovation,or self builds? This could be pushedacross all social media channels togain awareness from millennialcustomers, building new connections.
Pushing the idea of financedeals being the best way to spendyour money, how can RKDS sellthe option of finance to furtherranges of customers than justregular baby boomers?
Instagram is the fastest growing socialnetwork in 2016, Instagram’s perfollower engagement rate for topbrands is 58 times higher than onFacebook and 120 times higher thanon Twitter. With an engagement rate4.21% per customer.
There are also many large bloggersthroughout Pinterest, if RKDS couldutilise a sale, this could be an easyway to reach out to members withup to 20,000 followers.
Many of RKDS competitors tendto use a variety of platformsan utilise them in differentways, therefore it becomesmore engaging when opening upeach site. This will in turngive customers more of an incentiveto follow each platform ratherthan just one. Conducting primary research at theGrand Designs exhibition,a competitor "Altitudealuminium" discussed customers negative disposition towards a brand thatadopted heavypromotional tactics through socialnetworks as they found it disengagingand annoying.
This leads to the point thatduring primary researchKloeber begun to discuss howthey no longer use Facebook asthey couldn't engagecustomers. However, Twitterwas apparently most successfulin terms of engagement.
The majority of our competitorshave a large built up customerbase, using quirky an interestingarticles alongside productinformation to give an insightfullook at the business, but alsogaining customer engagementthrough these tactics which RKDSneeds to consider.
RKDS could implement a videocampaign similar to Pirnar orSkyFrame to give a unrivaledexperience of a front door, thatmarkets better than any other.
Houzz should contain real lifeprojects upon the website to trulyengage customers into thelifestyle of an RK door.
Consumers are now aware of how much their attention is worth to marketers, and they expect tobe rewarded for it. They look to be compensated with loyalty programs, free content or useful tools thatsolve problems. Uk Millenials engage far more with brands online than their older counterparts, in which 90%of millennials have a smart phone, further evidence shows 61% of Gen Xers use social networking sites, 77%of millennials. Eightysix percent of consumers in the U.K say they value brands that are useful over brandsthat are interesting. The most successful brands are those that are becoming truly usercentric and designingservices that help make people’s lives better. (RazorFish 2015)
13
14
In the context of social media, RKDS are falling behind and failing to engage with its audience which is in turnaffecting their brand equity and awareness. According to the Marketing Prof's report, B2C marketers onaverage use 13 different content marketing tactics in order to engage and offer a marketing message to theaudience. Additionally, the number of marketing channels continues to expand which increases theimportance of highly personalized and relevant messages (NetProspex 2016). However, developing anddistributing content with a consistent message across a myriad of media channels presents challenges in itsown right as curating consistent quality content can put pressures on resources such as time. However, thisis where PC aim to assist with firm strategies & objectives that aim to put RKDS social activities back ontrack..
Social MediaAnalysis
The Economist found 75%
of the 478 global CMOs and
senior marketing executives
expect that over the next 35
years, marketing will be
responsible for the endto
end customer
experience. (NetProspex
2015)
Overview
Key Failures
When RKDS have applied the boosting tool within Facebook, it has worked successfully
reaching far more customers than a typical post would normally. Additionally,
posting promotional content works to a degree however its important to ascertain that
this needs to only be posted occasionally as it can have adverse effects on audience
engagement. The most effective content posted via Facebook was content that didn't
have a direct link to selling an RK product. For example the article published that
featured the broken door had a significantly higher reach than the traditional content
posted. This is because demographics such as the Millenials wish to see interesting and
compelling content that sticks to forefront of their minds. Therefore, its important that the
content RKDS publish on Facebook instills values that they want to be recognised for as
this can help establish a brand name far more quicker than promotional content.
At the moment the platform is reaching out to a very small amount of customers (197
likes) considering the competitors average is around 2,876. Additionally, the average
engagement on the post is only 15 which again is far below what RKDS should be aiming
for. Ian Woodman asked Pinnacle Consultants how he could begin to build RKDS to
become a home brand? In response to this, PC feel that RKDS need to change its
approach towards Facebook entirely. By targeting the demographics who embrace social
media (Millenials) and post interesting and compelling content that resonates the RKDS
brand and culture, it will fundamentally build engagement/awareness. Consequently, this
will allow RKDS to establish themselves as a brand who's passion lies beyond selling
doors and instead a brand who has an appetite for a variety of topics such as;
architecture, design and home renovation. It is from this that RKDS can be established
as a household brand. On another, research shows that Facebook photos represent 89%
of a brands’ most engaging posts (Marketing Charts reports 2012);
Word of mouth/mouse is
the most influential driver
of purchase decisions
across industries, and
regions with consumers
rate it more important
than traditional
advertising.
(RazorFish 2015)
RKDS could begin to write blogs on how to find the most sustainable house, or what areas to rennovate first
within a property, this way customers begin to relate RKDS to something more than just the product, a home
brand that will assist customers needs to gain the engagement from them. native advertising, special
feature stories, targeted publishing platforms and topicspecific executive newsletters these new digital media
platforms can deliver significantly greater earned media rankings, social media shares,
report downloads, viewership and mindshare than traditional advertising.
One of the main issues with RKDS Facebook page is that they are solely using
it as an advertising space to promote their product range. This is disengaging
customers as many other brands are essentially doing the same polluting
timelines with constant and invaluable advertisements. This disengagement is
preventing RKDS from retaining its existing audience and also reaching out to a
wider audience as they are not interested by constant advertising campaigns.
The ability to effectively communicate an idea to your customers using your
sales, marketing and media channels is just as important as the idea itself,
according to Think, Write, Grow" (Rogers & Diorio 2015).
1.0 1.6 5.0
RISKY QUESTIONABLE FUNCTIONAL OPTIMALUNRELIABLE
Millennial Facebook
users follow brands for
constant product
updates & to support the
brand. (Bennett 2015)
15
Of all users plan to build,
renovate or decorate over
the next 2 years
Overview
Key Failures
Houzz is an online community covering all aspects from architecture,
interior/exterior design to home improvement. It is a highly photosentric platform
used by homeowners who are looking for any form of professional advice or
inspiration. In addition, the social media platform is commonly used to discuss
dilemmas associated with any kind of aspect to home renovation that
homeowners are currently doing experiencing. On top of this, Houzz is also a
great tool to enable collaborations with other professionals and can also be a
valuable networking tool.
In fact Houzz reported that 1 in 20 users renovated their homes in 2014 and 74%
of all users have plans to build, renovate or decorate over the next 2 years
(Houzz 2015). The fact that Houzz provides instantaneous connections towards
RKDS customers is one the main reasons why PC feel should be heavily
prioritised. Although other social media platforms as just as important as they
have a wider reach, targeting efforts towards the traditional RKDS customer will
be far more effective in building a loyal following and in turn creating brand
advocates.
As a summary, RKDS haven’t been utilising the platform nowhere near as much
as they should be doing which, is reflected by the small following they currently
have (16 Followers) and the amount of reviews currently posted on the page (0).
In addition the disconnection with the profile can be represented by the fact there
are currently 3 unanswered questions awaiting attention.
One of the key tools RKDS are failing to utilise with Houzz is the use of the “Advice” button. This resource is a
fantastic way to directly reach out to homeowners as it provides an opportunity to build a personality around
the company and to really market RKDS as a personable and approachable brand. Taking time out to respond
to individual dilemmas will do really well for RKDS because it’s a nice way to expose the business without
flooding them with direct advertising. The subsequent effect of this is that it will generate increased traffic
through to the RKDS profile which will eventually trickle down to increased traffic on the website. Additionally,
the advice section is a great method to reach out to visitors who haven’t otherwise found RKDS as the
comments will be widely relatable.
Another issue identified with RKDS current approach to Houzz is the lack of ‘real life’ images posted within the
project section and also the manner in which they have been posted. The album PC is referring to in particular
is called the ‘typical installation projects’. PC believe that customers would much prefer to see an example of
the product in its real life surroundings in order to help them visualise it. In line with this the existing images
haven’t been categorised in the correct manner to allow customers to search for them. For the moment they
have been categorised as ‘other’ which prevents them being detected on the search bar.
1.0 1.4 5.0
RISKY QUESTIONABLE FUNCTIONAL OPTIMAL
FUNCTIONAL
UNRELIABLE
16
17
By conducting a competitor analysis it will allow RKDS and PC to clearly establish its competitors activitiesand capabilities which will provide PC with a holistic image of RKDS current online presence, and how theyessentially compete. In addition this section will also help identify any potential opportunities within themarket that are being under served. The following competitors will be investigated:
Competitor Analysis
Hörmann have a wellestablished name that has been involved in the construction
industry for a long period of time. Therefore giving them a strong advantage in terms
of interest from customers through online trafficking of other websites. Hormann are
currently situated within 3 main platforms of social media, firstly the Facebook page
18
HORMANN___________________
"However, Hormann cannot
compromise in terms of the
quality & flexibility RKDS can
offer in comparison, with our
wider ranges of choices in
colors, effects and
technological advanced
features." Ian Woodman
LIKES1500
"One name, one
promise
Hörmann is brand
quality you can
trust"
Hormann Review
Competitor Rating 7/10 – WEBSITE DISPLAY
6/10 – SOCIAL MEDIA CONTENT
5/10 – ONLINE CUSTOMER
ENGAGEMENT
within the UK and Germany, the UK Facebook
page is currently not being used at all, with
the last post made in September 2015.
However, it appears that Hormann currently
have a partnership with Sheffield Imports who
also sell their products. In which is
However, through the search of Pinterest, another dealer SWR installations have caused a large amount of traffic
for Hormann through the use of images of domestic projects. Hormann have a very small amount of followers in
terms of their corporate social media pages, however, in terms of their current suppliers within the UK are
becoming more effective with up to 700 followers on twitter an almost 200 on Pinterest.
Through the insights of the social media pages of Hormann, it is apparent that due to their nature of marketing,
competitions are completely irrelevant to meeting and engaging new customers. Due to large partnerships around
the UK has allowed a large amount of word of mouth between customers to establish brand equity of trust, further
leading to mass turnover of products. Similarly, Hormann’s content as a whole is very generic with posts around
latest products an around the brand image of family homes. However throughout the dealers in Sheffield and
Hempstead, both are reaching maximum engagement through the sole use of Hormann products content and the
occasional blog or image around the housing sector. Also engaging large amounts of shares throughout.
working extremely well throughout their Facebook page getting large
amounts of engagement around the Hormann products (an average post
contains around 25 likes and 10 shares), which is an added bonus for
Hormann. The twitter page is also completely inactive, also no site of
Sheffield Imports their large UK dealer within twitter.
In terms of response times, SWR installations have a quick response rate
throughout each of their social media channels which will positively effect
on Hormanns brand equity. SWR installations have 6 social media
channels which they operate in, Facebook, Twitter, Google+, Youtube,
LinkedIn and Houzz. This begins to distinguish how important it is to have
pages within a wide variety of channels in which
RKDS should consider thoroughly.
19
YALE___________________
LIKES6,855
979 Followers
85% of Yale
Doors 1194
Trustpilot
reviews were
rated 5* (2016)
Yale have a relatively small product line yet maintain strong brand recognition compared to other competitors (6,855
Likes on Facebook). Furthermore, besides the focal point of its marketing activities being based on its strong
locking systems and safety attributes of the doors, PC view Yale doors as a minor competitors.
YALE Review
Competitor Rating 5/10 – WEBSITE DISPLAY
6/10 – SOCIAL MEDIA CONTENT
7/10 ONLINE CUSTOMER
ENGAGEMENT
Also implementing consistent advertising to any visiting
customer over all channels of social media is a way to be
consistent with advertising but never the less it’s not proven
to be successful. However implementation of trust pilot
could be of significant use to RKDS online brand image, this
could increase online customer sales and also improve the
reputation of RKDS trust as a home brand, therefore
meeting overall goals of online sales. With the lack of
competitive advantage over RKDS they would be
considered a temporary competitor. Large amount of posts
around the doors themselves with the intention of inspiring
and sales that seem to work effectively with customers. Also posting around ecofriendly nature that yales doors represent themselves by the doors themselves being
sourced with green materials. Trust pilot is an effective way to gain new customers attention by having genuine and
verified reviews of products and the service they received. In terms of competitions Yale had a very successful
campaign using both a £250 voucher and 10% discount off orders over a set time period. Yale doors also offers a
finance option, therefore when reaching out to younger audiences such as
the millennials, there are more affordable options for purchasing (20% Millenials used credit to renovate their
homes in 2014 (Houzz 2014) at a cheaper rate when considering a renovation.
Yale are also located on Google+ an Pinterest, in which Google+ 476
followers an Pinterest having a huge 1,100 followers on the doors digital
technology section, this further elaborates upon the importance of having
a strong online brand image. In which RKDS need to extend their online
presence onto some of the other social media channels. Yale are
currently meeting a large distribution of
Pinterest members Pins for inspiration, which RKDS
could easily compete against which is crucial.
20
VELFAC___________________
Therefore it is important to understand that by using the social
media channels to promote your own content offers an articles is
only attempting to target content to buyers personas, instead should
be utilised to share other content creators within the industry, and
sharing items that fit around RKDS brand.
LIKES2,809
581 Followers
In terms of content throughout the main social media channels is just a general overview of the business, shows
an events that are being held but nothing of substantial value for a customer’s interest. Whereas the page that
has engaged customers is the Pinterest account which has work far more effectively in terms of effectiveness
which will be important for PC to implement further with RKDS to gain positively engaged customer followers.
Velfac current are situated within Facebook with a corporate page holding
3,234 likes, however with around 3 likes as a maximum throughout the last
month it’s apparent that a large percentage of users are either not interested,
or not engaged by Velfacs presence. Velfac are also located through
Pinterest, and although such a low amount of followers being 60, they have a
large amount of interest that are repining their ideas and designs. Which is
what Pinnicle Consultants plan to initiate throughout RKDS social media
pages, is utilising customer engagement through posting interesting photos,
designs and ideas which builds more than just sales towards the business.
With posts having around 33 to 14 pins per section of posts, this may seem
small but is still a large amount of customers that RKDS may not be reaching
out too with a small amount of monetary efforts. Velfac only have 46
followers on Google+ with no posts so is irrelevant to comment on this social
media channel. Moreover, the Twitter page is very similar to the Facebook in
which a strong amount of followers around 425 has been built, however
there is no engagement what so ever from customers, which clearly entails a
thought of paid followers or false accounts.
VELFAC Review
Competitor Rating 6/10 – WEBSITE DISPLAY
3/10 – SOCIAL MEDIA CONTENT
2/10 – ONLINE CUSTOMER
ENGAGEMENT
21
KLOEBER
___________________
6/10 – WEBSITE DISPLAY
3/10 – SOCIAL MEDIA CONTENT
2/10 – ONLINE CUSTOMER
ENGAGEMENT
LIKES342
794 Followers
Kloeber
Kloeber Review
Competitor Rating
Kloeber are currently situated under all social media platforms, being
Facebook, Pinterest, LinkedIn, Twitter, Youtube, also utilising Trust Pilot
as well. Firstly the Facebook stands with a small 350 likes, in which they
have a good rating of 4.3 out of 5 on Facebook reviews. Although there is
a small amount of members, it’s important that if a customer comes across your social media page, a high
rated review can quickly be seen. However a recent post about the movement of Kloeber into a prominent
iconic retro building in Huntington, just 15 minutes form their HQ. The building has become known as the
Bright’s building. In which a large showroom will be placed and plans to be open within July 2016, the posts
within the Facebook have seen an extremely large amount of engagement with likes and shares. Which
shows how customers may still be interested in how such companies are building to become better. Also
another post which was largely engaged in was a post of what a member of Kloeber UK does on his
working day, this shows personality behind the business which is great for customers to see and is
interesting.
KloeberUK also shares any recent TrustPilot reviews through the Facebook with a
personal thank you which is a good way to one, engage your customers to see the
review, and two, to show personal gratitude towards the customers. Kloebers
Pinterest only has a small 10 followers an 144 pins, however is still utilising having
its presence to be noticed by potential members within the site, however with such
a large amount of posts but no interaction could be due to a lack of understanding
of the website an how you must tag yourself in places to be seen. Again,
TrustPilot has high ratings in terms of reviews but however has a small amount of
reviews which can always be troubling in terms of trust from a customer’s
perspective. Also, the utilisation of YouTube for KloeberUK reached up to 2,804
views for one of their oldest videos, which shows this could be another channel to
reach out further with, within the future.
RKDS should not be concerned at KloeberUK's online presence as a
competitor, due to the fact the large amount of promotion is around
other products an not towards their 'FunkyFront Doors' although its
worth monitoring any future marketing campaigns to keep up to date
with new product lines or company growth.
22
PC have identified that RKDS are performing exceptionally well in terms of sales volumes and revenuestreams. And therefore feel that recommendations based on business model in principle will beineffective. Therefore, improving brand awareness towards the younger generations is paramount inensuring that RKDS establish themselves as a trusted Homeware, Design & Renovation brand for theforeseeable future.
Social media platforms were designed for that exact purpose – to socially engage with other people. Yetas the digital age progresses we are seeing more and more brands “polluting” these social platforms bypushing out content that people don’t want to see. This has resulted in algorithm advancement innewsfeeds and more restrictions within social advertisement.
STRATEGIC RECOMMENDATIONS &
OBJECTIVES
OBJECTIVE ONEA long term engagement initiative focused upon cultivating an online audience. This can achieved
by increasing brand awareness amongst the millennial & generation X demographic through the
use of compelling and engaging content published via a variety of digital platforms.
It is critical to embrace the idea of instilling a marketing message with engaging content across an omni –
platform that spans out beyond the products that RKDS currently offer. Its important to be targeting
people who haven’t thought about purchasing a front door yet. Therefore, RKDS need to create that
incentive for customers for when they do want to purchase one they are already aware of RKDS.
% Social media traffic through to the RKDS website
% Referral traffic through to the RKDS website
Strategy
Justification
In light of the situational analysis whereby a thorough investigation took place to understand RK Door systems internal
capabilities as well as an insight to the marketplace. Pinnacle Consultants therefore recommend implementing an all
inclusive brand strategy aimed towards increasing the overall equity of the brand. By approaching social awareness
initiatives that firstly aim to cultivate engagement to attract new customers and to secondly harness the review process
so RKDS can quantify the power and influence of word of mouth marketing (WOM).
Moving Forward
SMART Objective Specific Improve connections with the 2535 & 3545 age bracket via a variety of digital platforms.
Measurable To increase website traffic via referral sources by 60% and to increase social media sources
by 74%
Actionable Take a content marketing approach to define key brand messages for the audience
Relevant Make RKDS content more engaging
Time specific To be implemented from June and to review progress in 4 months
SubstantiationAccording to Google analytics the social media engagement is 84% lower than the industry benchmark.
In addition, a large proportion of 1st time buyers fit within the Millenial demographic who lead the pack
when it comes to adoption of social media (Razorfish 2016). In addition, a large proportion of Generation
X & Millenials are highly motivated through renovation and self builds.
Strategies to achieve goals Define key brand messages for the audiences (detail included within the tactics)
Start a content marketing program
Create user generated content
Harness the use of videos and professional photography as these are favoured by Facebooks new
algorithm update.
KPI'sPost Engagement (via website and social media)
Post Reach
23
OBJECTIVE TWOTo develop the current review process to improve upon overall brand awareness. By exploiting the power
and influence of word of mouth (WOM) through reestablishing and developing existing relationships with
customers, PC will be able to quantify the occurrence of WOM with the intention of increasing brand
advocacy.
Not only will effective execution of this increase brand awareness but it also can help to motivate direct
purchases. Through this we can monitor the source of sales that are derived from word of mouth by
calculating who the brand enthusiasts/ advocates are. Considering the baby boomers are RKDS strongest
revenue stream its imperative that their reviews are collated. Additionally, by improving the review process
it will in turn provide RKDS and PC with more specific data on the customer.
Percentage of users who leave reviews
Inbound traffic from review site to RKDS website
Amount of users that visit review site
Justification
SMART Objective Specific – target all customers (ongoing and previous) and encourage them to leave a review.
Measureable Migrate 60% of customers towards generating reviews that can be viewed digitally. This can
also be measured by a substantial increase in the data available on the customer.
Actionable – Create incentives to drive larger review volumes
Relevant – Currently unable to quantify WOM as marketing tool RKDS
Time specific To be implemented from June 2016 and to review progress in 4 months
SubstantiationRKDS currently are unware the influence WOM is having on its sales. By quantifying this figure PC are
able to adopt an influencer marketing approach and fundamentally work out who RKDS advocates are.
Strategies to achieve goalsStrategies to achieve goals:
Direct marketing campaign using email to target all customers of all demographics.
Multichannel integration strategy
Data collection strategy
Ideas for KPI's
24
“Richard & Denise” 45+ yrs –
High status non family areas.
Upper middle class, older
married couple – no children
living with them. AND “Chris &
Sarah” 2535 yrs. Young
professional couples or newly
weds with either no children
or small young family. AND
“Susan & James” 3545 yrs,
Affluent suburban housing,
lower middle class married
couple duel incomes with
dependent children
Objective two
Its important that PC take a look into each objective and segment the market so that we can precisely reach the
customer who we wish to target. Without segmentation efforts and resources could be wasted (Gavett 2014) please
refer to the following table.
Moving Forward
Objective one
“Chris & Sarah” (refer to page
12 for customer profiles) 25
35 yrs. Young professional
couples or newly weds with
either no children or small
young family, first time
buyers. AND “Courtney &
Sean” 3545 yrs, Middle class
married couple with
dependent children.
Customer Segmentation
All UK locations. All UK locations.
Digital natives – Heavy social
media users – use of multi
digital platforms daily – often
share experiences via social
media – blog readers – home
renovators on a budget – –
passion for home ware,
design and architecture.
Digital Immigrants – often rely
on word of mouth –
technology savy but avoid
social media – Rely on
reviews to make informed
decisions – use of home
design magazines for
inspiration – open using
social platforms more
effectively.
Geographic
Behavioural
Demographic
25
PC have identified a content marketing strategy as an initiative to help accomplish objective one. This will
involve curating a variety of content based on topics and issues surrounding the home
renovation/improvement industry which, many are enthusiasts about. Therefore, if RKDS can establish
themselves as the gotosource for guides and anything related to the industry then they can therefore
establish themselves as the goto brand when the audience wishes to make a purchase.
This strategy will use a variety of digital platforms such as Facebook, Instagram, Pinterest and the RKDS
website to promote awareness into the brand. Professional photos, videos and blogs will be used to
communicate the brands identity. The fundamental key to this strategy is to share something of value that
RKDS has knowledge on whilst sharing more on what they do.User generated content will play an important
role in the success of this strategy and its important that an effective campaign is thought of. PC like the
notion around the audience sharing content on their view surrounding an RK Door.
Moving ForwardContent Engagement Strategy
KEY STAT According to Houzz the most significant renovation trigger amoungst 2535 yr olds is
because they recently have purchased a house and would like to customise it (Houzz 2015)
In order to accomplish objective two, PC have identified an engagement and data collection strategy aimed
to quantify the power of word of mouth and to also collect valuable data on customer profiles. Creativity,
innovation and socialisation of a brand online are neither complicated nor expensive. It is critical to embrace
the idea of instilling the marketing message with engaging content and making it easy for customers to
share. This builds on the idea that there has been a shift from marketing communications to marketing
connections where the brand curates true emotional connection with its customers, turning them into fans,
advocates and ultimately a brand tribe. In addition, this strategy will also rely upon user generated content in
the form of generated reviews.
Engagement and Data Collection Strategy
“what does
your door
open up to?”
Return on investmentPinnacle consultants understand the importance of return on investment and
appreciate that all digital marketing efforts essentially need to add value. As
RKDS are an SME we believe that there is more to ROI than actual monetary
benefits. Therefore, building brand equity remains the forefront of returns for
the initial investment as its widely cited that this can “lead to higher consumer
preferences and purchase intentions” (CobbWalgren et al. 1995).
Non monetary forms of investment through social media (social interaction,
retweets, likes, clicks, shares) is an ROI in itself because fundamentally
RKDS engaging in an audience and consumers are essentially allowing the
brand to be within their own personal timelines. This means you can now
advertise to this individual as much as you wish, providing you have their
engagement initially.
26
This section of the report depicts what exactly needs to be done to achieve the all
encompassing objectives. Pinnacle Consultants are aware that the most
significant limiting constraint to RKDS at the present time is finding the time to
address some of the pressing issues or opportunities. Therefore, the following
recommendations essentially act as proposals to extend the services of Pinnacle
Consultants until the end of September.
Moving on, the first section will be based upon objective one followed by tactics
associated with accomplishing objective number two. The tactics given will be
addressed in order of priority determined by Pinnicle Consultants.
Tactics
27
Overview
Return On Investment
The first element to the tactics are based around the content engagement strategy. The first tactic highlighted is
based on utlising the social media platforms available to RKDS. PC have identified this tactic to be paramount in order
to achieve objective one and would prioritise it over the tactics highlighted within this category. Completion of this
objective would significantly improve the poor social media traffic figure within Google analytics.
There is plenty of indirect evidence to help analyse the ROI for example:
How many new followers were acquired?
How many shares
Estimations of anticipated future revenue from the new users acquired.
We think investing time in engaging the millenials because they can generate new business in the future which
ultimately it will be return on investment because they are future revenue streams. It may be a long process but it
should encompass high rewards.
#1 Utilising Social Media
Platforms
28
Key PerformanceIndicators
Cost
Discussions per day
Followers per day
30 Minutes 1hr a
day
As Houzz is a fantastic online community full of aspiring renovators and people who are considering building on
to their existing property, it is the perfect platform to remarket the brand as approachable and personable and to
also fuel visitor’s inspiration.
Its imperative that RKDS harness the use of the advice section with in the
platform to start engaging in discussions that are either user’s personal
dilemmas or their before and after shots of projects they’ve undertaken. This
particular initiative will be measured by the number of discussions involved in
on a weekly basis. PC recommend adding to at least 25 discussions weekly.
Moving on, it important that RKDS change the format of each image posted
and ensure that they are tagged within the appropriate parameters so that the
images can appear in the search results. PC understand that this can be a
monotonous task however, we recommend a minimum of 50 images are
revised each week.
5
Facebook’s number of active users surpassed 1.5 Billion people in 2015 which makes it the worlds
most popular platform for brands (Kerby 2016). Therefore, PC believe its crucial that this particular
platform is monitored effectively. Facebook should be used to deliver ‘emotive breakins’ to RKDS
audience and feel the use of video should be a primary media source to portray a message.
One potential campaign that springs to mind is:
This campaign in particular will be a combination of video and user generated content. Through this
combination PC aim to showcase RKDS inner culture and portray a particular lifestyle around
design, home renovation and architecture. To further substantiate the relevance of video content it
was found that it can increase organic reach by 135% on average (Ross 2016).
With social platforms restricting organic reach so much, a truly effective campaign should be
accompanied by paid media. Not only does it increase reach/impressions/engagements it also allows
for a more granular analysis of performance. Facebook also allows you to tailor the focus of the
audience so that the correct people are targeted. The price of the campaign varies depending on the
package, this is something PC are happy to negotiate after the project closure.
"WHAT DOES YOUR DOOR OPEN TO?"
PC have a partnership with a video production
company who will be glad to offer the services of:
Please find the attached quotation in the appendices. Please also note that the quotation
and the specification are completely negotiable.
1x Feature length video (3minute maximum
duration)
5x 15 second clips (Also for the purpose of
Instagram & Facebook)
Key Performance Indicators
Followers/week
% fit within Millenials
Audience Engagement
Comments/day
Cost30 Minutes 1hr a day
29
Likes/day
Shares/day
Content Reach/day
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First and foremost RKDS should should create
an attractive pin board with pin ideas that
reflects topics that will appeal to first time
buyers such as home renovation, architecture
& quirky design ideas. Then, to expand the
reach, RKDS should interact with other
bloggers by liking their pins and leaving
comments on their pin boards. This combined
with sharing and responding to comments
made by users is a simple way to get noticed.
An Instagram account needs to be created that
showcases a variety of projects that RKDS
have undergone over the years. This particular
social media platform has a growth percentage
of 78% each month which shows how much
of an important marketing platform it is. On top
of this brands saw a 100% increase in
follower growth experienced the highest
levels of growth (Allen 2016).
RKDS should generate a number of content
themes around the brand to showcase the
visual creativity. It is also important to engage
in other users content to spread awareness
and gain a following.
Pinnacle Consultants have identified a
campaign that could be used within this
particular platform and that is
#frontdoorfridays. This is a user generated
scheme that aims to boost participation
through audiences posting images of their front
door via the hashtag highlighted above.
RKDS should aim to post at least twice a
week!
Finally, the use of ‘Rich Pins’ is a fantastic way of
promoting RKDS products as it allows you to post
information on the price and specification of each
product and links it to the main website.
Discussions per day
Followers per day
Posts/week
Followers/week
Likes/week
Comments/week
Engagement rate (as a %)
Comments + Likes /
Followers
Key Performance Indicators
Key Performance Indicators
Cost
Cost
30 Minutes 1hr a day
30 Minutes 1hr a day
#2 Create Webpage for News
Articles within Website.
From the situational analysis, PC noticed that a high number of users are not engaged in the website
with the most predominant session lasting between 010 seconds. Therefore, PC recommend
creating space within the homepage of the website that acts as the epicenter of all compelling and
unique content. The articles can be designed to meet the needs of all demographics targeted and can
surround topics such as:
Although it wont have direct
impacts on sales it will have
positive effects on the brand
equity. Likewise, with the 15
second video clips this
quotation can be found in the
appendices.
PC also recommend including a feature video into the website
as its an additional medium to create affinity with the brand.
1st time buying / the housing
market
Contemporary design
Architecture
Home Renovation
Maintenance
This can have great effects on the overall brand equity and also
will boost the SEO rankings as Google like websites that are
constantly being updated. This particular tactic is useful and
relevant as it’s a way of aligning the RKDS brand with content
that resonates its typical customers. Curating consistent high
quality content for the website can be very time consuming
however, PC have identified a tool (Curata) that helps to find
the most relevant content for you.
Click through rate
Bounce rate
Referral traffic sources
Key PerformanceIndicators
Content Themes?
Skyframe are a bespoke sliding window manufacturer based in Switzerland. They use a variety of
digital platforms from Instagram, Facebook & and their website to post content that goes way beyond
purely selling their product. By doing this, they are promoting a lifestyle which is far more engaging and
interesting to an audience.
Competitor Benchmark
Skyframe keep a consistent style of marketing
content used throughout a wide variety of
platforms, also using a wide range of instilling
video clips that entice the customer towards the
brand lifestyle quickly. This is a key competitor
that RKDS should consider monitor in order to
base its marketing efforts from, this will ensure
a consistent level of marketing quality will
begin to build brand equity around RKDS
name.
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Overview
"If you can not measureit, you can not improveit."
Pinnacle Consultants will now discuss the process of Data collection strategy & Customer engagement
strategy, firstly focusing more on the development of RKDS current ordering process.
Customer type (B2B or B2C)
Renovation or New Build
This is important for RKDS so we can understand
which market is the most popular for the company
which means tailored marketing can be carried out in
the future.
32
Connecting with your customers at multiple touch points throughout their experience is of paramount importance.
In addition, digitisation has meant that all demographics can speak freely and review experiences which is why
now so many business models are based upon reviews. PC like to refer to it as Word of Mouse.
Moving on, considering RKDS currently don’t have a
review process PC feel that its crucial that one is
implemented so RKDS reputation can be classed as a
tangible asset and to subsequently boost customer
relationships to have a wider influencer reach.
Therefore, this tactic aims to incorporate direct email
marketing to target all previous RKDS customers
requesting them to leave feedback on their experience.
#3/4 Data Collection / Customer
Engagement Strategy
This feedback can be then distributed across a
variety of the digital platforms as well as the
homepage of the core website. Although its been
suggested that email marketing has become an
obsolete method in sending marketing messages.
According to Mckinsey & Company this is still a very
effective way of targeting all demographics (Aufreiter
et al. 2014).Pinnacle Consultants have identified two review
providers who can host the reviews and insert them
onto the RKDS website:
This is by far the easiest and quickest tactic to implement yet its crucial in ensuring that further data is collected
on the customer so that PC can create more conclusive correlations in the future.
During the sales analysis PC identified the following data areas which should be added to sales spreadsheet:
Number of Reviews/week
Open rate of emails
Engagement rate in website
Click through rate
Key Performance Indicators
Data Collection Tactic
Customer Engagement Tactic
Town & Region
Although this has been included before in the
form of a postcode, by entering more specific data
will make future analysis less time consuming.
Door System
This has traditionally been mentioned in the ‘door
model’ data field however entering the specific
system will make analysis far easier.
OverviewThis particular tactic is still based upon the review process however, instead focuses on enhancing
engagement through incentivising current and future customers rather than past customers to spread word of
mouth.
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The cost of this tactic depends
marginally on the choice of the
corporate tie up and incentive offered to
the customer. Additional costs would
include the time it takes to govern the
initiative which PC predict will take up 2
3hrs per week.
The main target behind this initiative is
to generate engagement in the form of
further information requests and to
increase traffic to the website.
The associated benefit to a potential
sales lead in monetary form could be.
#5 Further Enhancement Of
Engagement Tactic
Social media can be used to integrate the marketing platforms to instil a more powerful marketing message. This is
most relevant in the case of tactic 4&5 as the data collected from the revised review processes can be inserted into
Facebook to create a custom audience. This audience can then be targeted again and a video message could
appear on their timelines thanking them for their review. This plays off the idea previously mentioned of connecting
customers with multiple touch points.
Reach of 100 people (minimum target)
Cost to our business = (hourly rate of PC + cost
of reward)
Benefit to the business = (number of new
customers reached the website)
To go into further detail, PC recommend adopting the “Uber Model” whereby customers are provided with a
unique referral code and encouraged to share their experiences through a carefully thought out incentive
package. The unique code can then be sent out to consumers and tracked to see which customers are sharing
the most. This will in turn enable RKDS to quantify the customers who are influencing more leads.
Putting this into context if a customer uses their unique referral code three times and these three consumers then
go on to make a sales enquiry then the initial customer can be rewarded through one of the selected reward
packages. In order to carry out this tactic its important that a corporate tie up is established so worthy incentives
can be offered to influential customers. Its crucial that the corporate tie up compliments RKDS products rather than
contests them. In light of this, PC have identified a number of potential sources:
Amount of inquiries received
Amount of new sessions derived from
unique codes
Codes givens out/ codes used
Key Performance Indicators
Aluminium cleaner
Free entry to one of our
exhibitions
Grading Criteria
Key point
£10 Gift Voucher
Discount off a RKDS letterbox
PC have identified a grading criteria which breaks down the cost to
the business per each target reached in relation to the non monetary
benefit it carries:
ActionHow Pinnicle consultants can extend their services further..
In addition, a significant amount of time will also need to be taken into consideration to govern
the performance of each recommendation suggested. Therefore PC have highlighted the cost
per hour of their services
PC understand that creating consistent quality content to publish on the website and social
media channels requires a significant amount of resources in the form of time.
£7 per hour
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PC have created an action plan (see appendix 3) that details the individual tasks to be carried
in order to fulfill the needs of each tactic highlighted. The action plan also includes the
predicted hours it will take to complete each tasks which then provides a quotation costs for
extending PC services further.
If you’d like additional copies of this report
or discuss any
of the ideas and opportunities we have
described here, we’d be delighted to hear
from you. You can find our contact details
below:
EMAIL [email protected]
TEL 07878068124
Thank you for your business with Pinnicle Consultants
We would like to say...
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36
Appendix 1 - SOSTAC Model
37
Appendix 2 - Summerhouse
Media Quotation
38
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