GROUP 3MARKETING STRATEGY FORKleur Tonacity

Kleur Tonacity is a new type of hair colour product, positioned between salon and home colour.

More expensive, but better quality product, than other home dye products

Audience same concerns; need to look good, not damage hair, full coverage.

Need to engage audience in their strongest ‘need state’; to get ready to go out, and feel great

Proposition:Proposition:Deliver vibrant Deliver vibrant glamour; to be glamour; to be

Red Carpet Ready. Red Carpet Ready. Inspire personal Inspire personal shares through shares through

#myredcarpetmoment #myredcarpetmoment & association through & association through

celebrity Rachel celebrity Rachel Weisz. Weisz.

They may not have a red carpet They may not have a red carpet to walk down, but every women to walk down, but every women

deserves to look ‘red carpet ready’deserves to look ‘red carpet ready’

TARGET AUDIENCE INSIGHTS

Need quality assurance

Time poor

Want ease of application

Mums are 40% more likely to use mobile

social networking tools than the average

smartphone owner.**

Strong repeat customers. Our research indicated customers colour their hair 6 times a year on

average

Motivated by several ‘need states’: 42% of women change their hair to stay on trend*. Others reason include going

grey, being inspired by a celebrity

hairstyle, growing tired of bad hair days, and simply needing a change.

*Source: Crown clinic Manchester **Baby Centre research

WebsitesInteractive MagazinesDigital OOHLeverage websites

featuring fragrances & cosmetics and

newspaper websites = popular with target

audience** -> Combine behavioural and

content targeting.

High % of women are influenced by beauty

adverts in magazines*.Use brand’s existing links with up market women’s

magazines (Vogue, Harper’s Bazaar, InStyle

etc).Create full page printed

advertisements Fully integrated with

mobile technology to bring the pages to life.

Women respond to digital content that features

fragrances & cosmetics (ComScore)

Use large HD digital outdoor screens

Use wifi enabled screens to broadcast to target

women as they pass by flagship department

stores.Develop interactive

games – women choose if Rachel Weisz has salon

colour hair or Kleur Tonicity dyed hair. Results shown live.

Rewards. Data captured.

Use YouTube pre-rolls for videos watched by women, mums, fashion

& beauty followers.Top and tail videos

with same application time as Tonacity -

underline how quick and easy it is to get

great resultsBroadcast One to one

Raising awarenessCREATING STIMULUS: blending traditional with digital

*Source: http://research.yougov.co.uk/services/sixthsense/sample-reports/health-and-beauty/

**Source: Group 3 research on mediaconsumption

SEARCH PHASE: ZMOT

Managed alongside AdWords with clearly

defined budgets.

We will run a CPM because this will help us to generate awareness of

our brand.

As our product is targeted to a special

segment of the market (modern, busy, business women/mums) this tool allows us to match our ads to most relevant

users.

Our main interest is to generate traffic In our website and

different media platforms.

Therefore is important to define

our target & generate the correct

keywords at the correct

location at the perfect hour for our

ZMOT.

SEO is as important as GDN and Adwords in

generating awareness and traffic

Highly cost effective.

UK consumers made150m

purchases in 2013 via affiliate sites -

approx. £13bn value.

This tool also helps to generate traffic to our website and generates brand

awareness, especially from our ‘long tail’It is easy to track

results and we only pay when there is a

transaction.Utilise keywords relevant for this new sector, but which do

not have bids currently:get salon colour at homesalon colour hair at home

Based on 31 different ad groups around hair colour Average Clicks per day - 605Impressions per day 7.29k - £35.5K Average Cost per day £866 Ad position 1- 2Bids – suggested bids are set at £4, £8, £12 or £16

Example campaign ran £4 bid at max £1,000 daily budget – 26.4.2014

Stimulus

awareness

consideration

ZMOT

evaluation

FMOT purchase

SMOT

experience

UMOTloyalty

advocate

Place a review on the website.Social share personal experience (factual)

Social share emotional (#myredcarpetmoment)

Offer opportunity for customer to make own video/social

media post around personal experiences -best ones may

get used as an advertisement.Competitions to win your own

‘red carpet moment’ with Rachel Weisz

No paper instructions! Box has a scannable link to access

premium contentDemo videos

Encourage social shares about what event you are getting

ready for and access to ‘red carpet’ back drops for your

selfies

COMPLETING THE DYNAMIC CUSTOMER JOURNEY

Source: Adapted from Brian Solis 2013 and Nick Watt

Mobile strategy including: location services, image ‘predictors’ of your colour

Directing you to mini online consultation area

In-store signage, red carpet up to consultation areas, ‘Hollywood’ style mirrors

with lights

stimulus; building awareness & consideration

Source: ComScore MMX, Feb 2013 UK, 6+

competitions

Bloggers

Inspire social interactions via #myredcarpetmoment

SEARCH & CHANNEL TACTICS35% Brand Site•Great functionality

•Fully user tested for experience/ease of use

•Store locator

•Online ordering – in-store and home delivery

•Account personalisation

•Product reviews

•Online chat with our colour specialists

•Messaging/visuals

•Red Carpet moments

25% Digital Marketing•Search, display and email marketing campaigns

•SEM, SEO and RTB Display

•Cross platform initiatives – Facebook ads

•Mobile led campaigns including DOOH i.e. red carpet experiential

•Blog and user generated content

•Embedded video content using inspirational brand (Rachel Weisz), demo and user generated content #myredcarpetmoment

20% Mobile

•Mobile & Tablet optimised

•Transactional store locator for women on the go

•Order for store pick up function/ pre book in-store consultations

•In app advertising campaigns

•App for iPhone, iPad and Android

•With geo store locator

20% Social Media•Integrated into red carpet theme & event #myredcarpetmoment

•Community engagement, content, backlinks

•Facebook – Likes, growth, ads

•YouTube- search visibility, content, views, uploads

•Twitter – establish the brand voice, pro and reactive

•Instagram – images, engagement, content

#myredcarpetmoment

Market value est. £350m (source: Mintel)Target 1% of market would equal £3.5m

That would equate to 140,000 products @ £25 eachAssume we have repeat customers – up to 6 times a year so assume our average is 3 per year

We would need 47,000 customers for each % point of marketAssuming a conversation of 0.1% of gross impacts/impressions delivered to 1 sale Our campaign would need to generate 47m impressions for each market % point

Metrics:WHAT DOES SUCCESS LOOK LIKE?

Reach:Build

awareness of Kleur Tonacity

Act:Ensure that the target

audience are inspired by ‘red carpet

ready’

Convert:Drive

audience interest to purchase

Engage:Build a

relationship with customers

that have purchased and ensure loyalty

and repurchase

Brand Measures

Unique and new visitorsDirect Brand visits

Performance vs competition

Pages Visits Twitter/ Facebook/instagram/Vine followers and interactions

Number of #myredcarpetmoment

social mentions

Sales Volume via appointed resellers

Quality of followers builtNumber of repeat

purchases

Content Performance

Amount of “red carpet ready” content

Video views on YouTubeReviews commented on

Social mentions#myredcarpetmoment

Site / page engagement (bounce rate, pages per

visit, durationSite interactions,

comments and feedback

Following on site /Twitter/ Facebook/instagram/Vine

Number of social interactions we are having

Positive / negative comments

Social mentions #myredcarpetmoment

Commercial Measures

Cost of campaign Cost of customer acquisition.

Cost of impressions and clicks

Sales to brand site visitor ratio

Online sales performance of 3rd parties originated

from our brand site

Sales Growth, volume and net profit after cost of

campaign

APPENDIX

http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

http://www.thefutureofluxury.co.uk/luxury-affiliate-marketing-5-tips-for-success-in-2013/

http://www.business2community.com/infographics/zmot-marketing-strategy-infographic-0618495#sQl1VMlTSP7KSaiK.99 

http://www.thedrum.com/news/2014/01/20/uk-online-performance-sector-generates-14-billion-sales-1-billion-ad-spend

http://www.theguardian.com/media-network/media-network-blog/2012/mar/02/female-species-more-digital-malehttp://www.deloitte.com/assets/Dcom-UnitedKingdom/Local%20Assets/Documents/Industries/TMT/uk-tmt-media-consumer-full-report.pdfhttp://stakeholders.ofcom.org.uk/binaries/research/media-literacy/media-use-attitudes/adults-media-use-2012.pdfhttp://www.dailymail.co.uk/femail/article-2465854/One-women-dyed-hair-long-longer-remember-true-colour.htmlhttp://thedailyquirk.com/2013/05/07/why-do-women-change-their-hair-color/ComScore MMX, Feb 2013 UK, 6+http://research.yougov.co.uk/services/sixthsense/sample-reports/health-and-beauty/Marketing to UK mothers: A new archetype for a new era – WARC August 2011

Group 3 also ran their own research on surveymonkey

Target audience sources

ZMOT sources

Example keyword campaign ran 26th April 2014