Indigo jewels

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INDIGO JEWELS unique stones

Transcript of Indigo jewels

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INDIGO JEWELSunique stones

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Indigo Jewels - INDEX

Who we are Where we want to be

How to get there

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Background

Online Background:• Static site with company and product information

• Low engagement, visits, and queries

• Bad SEO (pag 9/jewels), no social media or mobile site

• Not profitable online business

Created in

London indigo.com goes

live Oxfam Fair Trade

Award 2 New Shops in

London

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Indigo Jewels Background

About• Premier environmentally friendly fine jewellery collection• It’s one-of-a-kind pieces, avant-garde style and unique

materials, including fossilized walrus ivory and fossilized dinosaur bone, and is committed to partnering with artisans around the world to support traditional craftsmanship.

• Indigo uses environmentally responsible procedures to source all of its materials, and uses 18 carat recycled gold and platinum, conflict and devastation free precious stones, diamonds and fossils, which are gathered with no mining involved. Indigo is a member of the No Dirty Gold campaign and a supporter of the Too Precious to Wear campaign.

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Situation Analysis Product

§Brand Perception:

• Specialist: handmade, traditional manufacturing.• Unique design: each piece is different. • Quality: high quality, Semi precious stones.

§Advantage:• Fairly traded. • EcoFriendly: natural materials.

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Customer ProfileMeet Alicia

• Age: 48 this December

• Workaholic& mother of 2 (boy 10, girl 7)

• Loves her new ipad (browses for jewelry all the time)

• Lives and goes for shopping in South West London

• Loves travelling

• Favorite jewelry: green stone rings and earrings

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Alicia’s world

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Situation Analysis - SWOT

5 years old domain Duplication page titles Industry experts Some metadata issues Lots of textual content

New social media channel Highly competitive niche New alliance and New competitors trying to collaboration copy our business model

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Objectives 2015Increase Brand Awareness and Sales

NOW END 2015 ACTIVATION

SELL 0% 3% turnover E-Shop and mobile site

SERVE Static Information

Brand Engagement Content

SIZZLE # visit 10k ppl/m 30k ppl/m Blog, New

Collections

SPEAK No interaction52

Ambassadors+3k fans/+1.5k

followers

Social Media

SAVE $12000 loss/year 1% profit/year Analytics

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Digital Strategy Consumer Funnel

- SEO AdWords

- Bloggers

- Social Media

LOYALTY

PURCHASE

CONSIDERATION

AWARENESS

- Website > (Content, Blog, News)- Mobile Site (Andriod & iOS)- Social Media Management

- eShop

- Ambassadors (KOL, Apps)

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Tactics Website

Content:About Us: Talk about the brand and its USP using words which are easily picked up by GoogleCollection: Page for customers to browse through the sectionShop: Ecommerce section where visitors can buy the productContact us: Along with email id google maps embedded to direct customers to store locationsMedia: Clippings from media outlets where the brand is mentioned to build trustSocial Media Widgets: Links to direct people to Indigo Jewellery’s social media pagesOxfam Partnerships

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Content 2 Blogs

• Articles on fashion trends

• Guest bloggers

• Designers Blog

• Updating Twice a week

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Content 3 Newsletter

Monthly Newsletters:

• New Collections

• Events

• Sales/offers

• News/Company Info

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Indigo Website (Home)

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Indigo Website (About)

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OPPORTUNITYPresencemCommerce

EXPERTProduct photo recognitionFairly Traded Jewels by Oxfam & Indigo

ENTERTAININGContentApp, Design your unique jewel

PERSONALTargeted SMS campaigns - New Collections & Events (VD, Bday, Xmas)

TacticsMobile

Source: eMarketer, September 2013

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TacticsSEO

Source: Ewan Leranc for Info CC, 2014

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On

Page SEO

•TITLES•TAGGING•IMAGE SEO•KEYWORD DENSITY•INTERNAL LINKING•SHAREBLE CONTENT

External Lin

ks

•BLOGGING•SEARCH ENGINE SUBMISSION•SOCIAL BOOKMARKING•SOCIAL SHOPPING NETWORK

Social Media

•PHOTO AND VIDEO SHARING•PRESENCE IN SOCIAL NETWORKS•SOCIAL MEDIA MANAGEMENT

TacticsSEO

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Tactics Social Media

• How are we going to communicate with users

• What’s the objective or reason to be in each social media

• How to keep them active and collaborative

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Social Media Strategy

• Facebook• Twitter• Pinterest• Instagram • Youtube

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Facebook• Increase fans and drive

traffic to the website

• Fashion tip of the day

• Special promotions for fb (ie competitions, the most popular collections)

• Create content and special promotions

• Geomarketing through display ads to targeted audience

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Twitter• Tweet a day

• Keep TW in the loop of website changes

• Follow leaders

• Invite follower

• Prize for the person with most RT

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• Increase visibility to our products

• Product/collection segmentation hyperlinking the images

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Instagram

• Inactivate the followers to create hashtags/Photos

• Exclusive competitions

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• Educational videos

• PR videos, designers interview, events

• Indigo Foundation videos, indigo making a unique change

• Small video ad (30sec)

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Tactics e-Shop

Paying methods:

Paypal & credit cards

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Tactics Ambassadors

(KOL)Oxfam Partnership – Trustful partner

• Indigo is and Fair Trade Award Company by Oxfam International

Designers & Fashion Gurus – Attract targeted audiences

• Promoting other people work via blog and Social Media• Partnerships with fashion schools• Sponsoring events (Fashion Weeks)

Current Customers – Word of Mouth

• VIP Treatment special events/news• Gift every time they reach certain amount of influence

IDENTIFY

INFLUENCE

RECOMPENSAT

E

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Control - Analytics3 Weekly reports to measure KPI’s

Traffic Source Analysis Shopper Behaviour AnalysisNavigation Analysis

Where do they come from? How much they spend?What they do?

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Actions Who does what and when

Head of Digital

Content Manager

Bloggers

Agency(Developme

nt)

Community Manager Digital Strategy Executive

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Be uniquebe

Indigo Digital Team:LauraNataliaRossyZohaPedro

INDIGO