Squared online module 3 assignment

1. GROUP 3
MARKETING STRATEGY FOR
Kleur 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 vibrantDeliver vibrant
glamour; to beglamour; to be
Red Carpet Ready.Red Carpet Ready.
Inspire personalInspire personal
shares throughshares through
#myredcarpetmoment#myredcarpetmoment
& association through& association through
celebrity Rachelcelebrity Rachel
Weisz.Weisz.
They may not have a red carpetThey may not have a red carpet
to walk down, but every womento walk down, but every women
deserves to look ‘red carpet ready’deserves to look ‘red carpet ready’

2. 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

3. WebsitesInteractive MagazinesDigital OOH
Leverage 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 results
Broadcast One to one
Raising awareness
CREATING STIMULUS:
blending traditional with digital
*Source:
http://research.yougov.co.uk/services/sixthsense/sample-reports/health-and-beauty/
**Source: Group 3 research on media
consumption

4. 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 home
salon colour hair at home
Based on 31 different ad groups around hair
colour Average Clicks per day - 605
Impressions per day 7.29k - £35.5K
Average Cost per day £866
Ad position 1- 2
Bids – suggested bids are set at £4, £8, £12 or
£16
Example campaign ran £4 bid at max
£1,000 daily budget – 26.4.2014

5. Stimulus
awareness
consideration
ZMOT
evaluation
FMOT purchase
SMOT
experience
UMOT
loyaltyadvocate
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 content
Demo 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

6. CONTENT IS KING
Need great content to deliver the message & connect all stages of the customer journey
EmotionalRational
Awareness Purchase
Entertain
Inspire
C
onvince
Educate
eDM &
sponsored newsletters
press releases
demo videos incl how
the engineered tool was made
Rachel Wiesz videos/
Twitter content
Community networks
e.g. net mums
Reviews
viral e.g pre -
experience photo sharing
quizes
competitions
games
branded video
online appt for in
store consultations
unique product
features
digital support
Interactive demo
Influential bloggers
e.g India Knight from
Sunday Time’s Style
section
Source: Inspired by First10 & Smart Insights

7. stimulus;
building awareness & consideration
Source: ComScore MMX, Feb 2013 UK, 6+
competitions
Bloggers
Inspire social interactions via
#myredcarpetmoment

8. SEARCH & CHANNEL TACTICS
35% 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 each
Assume 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 market
Assuming 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

9. 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 visitors
Direct 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 built
Number of repeat
purchases
Content
Performance
Amount of “red carpet
ready” content
Video views on YouTube
Reviews commented on
Social mentions
#myredcarpetmoment
Site / page engagement
(bounce rate, pages per
visit, duration
Site 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

10. 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-male
http://www.deloitte.com/assets/Dcom-UnitedKingdom/Local%20Assets/Documents/Industries/TMT/uk-tmt-media-consumer-full-repo
http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/media-use-attitudes/adults-media-use-2012.pdf
http://www.dailymail.co.uk/femail/article-2465854/One-women-dyed-hair-long-longer-remember-true-colour.html
http://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