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
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