2. KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
The
Product
Kleur Tonacity – “You’re The Professional”
High-end Home Hair Colouring Product
Good Quality, Lasting Colour
Ammonia Free
Bespoke Application Tool
First Truly Multi Tonal Salon Effect at Home
No Direct Competitors
Our
PresentaAon
Market Opportunity & SWOT Analysis
Customer Personas
Customer Journey - Traditional & Digital Together
Content Plan
Paid Search
Online Display
Social Media
Driving Sales Through Digital Innovation
Metrics
Our Aims
To establish Kleur Tonacity as
a recognisable brand in the UK
To create acceptance of a high
end hair colouring price point &
product
To educate the UK consumer
that it is possible to achieve a
salon result at home
To generate sales and return
on Kleur’s investment
3. KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
Market
Opportunity
Customers
do
not
want
to
spend
reduced
disposable
income
on
luxury
salon
appointments
But
they
are
s&ll
willing
to
buy
a
premium
product
that
will
give
a
professional
look
and
finish,
whilst
also
saving
them
&me
0
50
100
2013 2015 2017 2019 2021
Strengths
Niche
product
Clear
poten&al
market
Good
brand
name
Links
to
well-‐known
high
street
stores
OpportuniAes
Large
market,
predicted
to
grow
from
2015-‐2020
Opportunity
to
build
market
share
First
to
market
advantage
Weaknesses
Customers
need
to
be
educated
about
products
at
this
price
point
Will
take
&me
to
build
strong
&
recognisable
brand
Lots
of
well-‐known
brand
names
at
lower
price
point
Threats
Other
entrants
if
KT
is
successful
Aggressive
strategies
from
well-‐known
brands
as
a
market
response
SWOT
Global
hair
care
market
set
to
increase
year-‐on-‐year
to
$94.5
billion
in
2021
Disposable
income
for
UK
households
2010
-‐
2015
UK
hairdressing
&
beauty
treatment
revenue
2010
-‐
2015
UK
Hairdressing
&
Beauty
Treatment
Market:
£4bn
4. KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
Laura
35
years
old
Single
Architect
Rental
Accommoda&on
London
Lifestyle
² Social
network
presence:
Facebook,
Pinterest;
YouTube
subscriber
² Ac&ve
social
life
² Mobile
and
tablet
user
² Love
shopping
online
but
buy
beauty
products
in
store
² Online
magazine:
Glamour,
Elle,
Vogue
AZtude
to
hair
care
² Likes
fashionable
style
but
budget
conscious
² Willing
to
consider
a
convenient
salon
alterna&ve
Helen
45
years
old
Married
–
2
children
Finance
Director
Home
owner
Manchester
Lifestyle
² Modern
working
mother
with
hec&c
life
² Enjoys
spending
&me
with
family
and
friends
² Likes
checking
beauty
products
online
but
prefers
to
buy
in
store
² Print
magazines:
Good
Housekeeping,
Marie
Claire
AZtude
to
hair
care
² Concerned
with
her
grey
hair,
wants
natural
hair
dye
product
that
gives
salon
quality
results
and
saves
her
&me
Key
Influencers:
Family
33%
Friends
46%
Magazine
Advice
75%
90%
Buy
Beauty
products
Offline
Top
reason
to
shop
with
retailer
Daily
Usage
16.4
mins
15.8
mins
12.1
mins
Target
Audience:
Affluent
Professional
Women
We
have
iden&fied
two
“Beauty
Enthusiast”
personas
who
care
about
appearance
and
want
to
look
and
feel
good
about
themselves.
Age Group
25-39
Age Group
40-59
5. KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
Traditional & Digital Working Together
Total weekly hours spent online has doubled in last 10 years
Adults now split their media usage: TV 36.5 hrs; Mobile 23.3 hrs; Online 18.0
hrs; Radio 10.9 hrs; Print 3.5 hrs
73% of shoppers go online to research first before purchasing in store.
Our Strategy is therefore:
Generate awareness of brand across multiple traditional and digital channels
Drive customers to website/social pages, then in store to experience Tonacity
Build advocacy through innovative use of social media and website
AWARENESS
CONSIDERATION
EVALUATION
EXPERIENCE
LOYALTY
TV
Ads
Outdoor
Display
Fashion
&
Beauty
Magazines,
Weekend
Supplements
Online
Display
–
Sponsored
Social,
Tenancies,
Email
Paid
Search
Blogger
Outreach
(Pixiwoo,
Lise
Eldridge
etc)
First
Hero
Video
Content
Social
Media
Sponsored
New
Feed
Ads
PR
AcAvity
Dept.
Store
&
Shopping
Mall
Roadshow
Interac&ve
Digital
&
Window
Display
Tonacity
Website
&
App
Fashion
&
Beauty
Magazines
Paid
Search
Tonacity
Social
Media
Pages
Online
Display
–
Contextual
&
Behavioural
Banners
Online
Display
–
Retarge&ng
Partner
Dept.
Stores
/
Shopping
Mall
Roadshow
Pop
Up
Stores
Tonacity
Website
Retail
Partner
Websites
Product
Quality
&
EffecAveness
Customer
Service
Line
Website
Chat
Tonacity
Social
Media
Pages
Tonacity
Social
Media
Pages
Tonacity
Website
Forum
Retailer
website
review
pages
Consumer
magazines/sites
(e.g.
Which?)
Traditional
Digital
6. “How
Professional
Are
You?”
Content
MarkeAng
Plan
For
the
brand’s
launch
our
ini&al
focus
will
be
on
Hero
and
Hygiene
content;
Hero
content
to
generate
awareness
of
this
new
to
market
product
and
help
establish
the
brand
posi&oning
and
voice;
Hygiene
content
to
break
down
the
misconcep&ons
of
home
hair
colouring
products,
reassure
poten&al
customers
as
to
our
brands
quality
and
answer
the
ques&ons
our
target
market
are
going
to
ask.
Regular
Hub
content
will
begin
to
engage
those
becoming
familiar
with
the
product
and
brand
and
help
to
build
advocacy.
Central
to
all
content
will
be
the
theme
of
professionalism
and
the
product’s
main
packaging
tagline
“You’re
The
Professional”.
Hero – Viral Film:
“It’s Not What You Do, It’s How You Do It”
Positive, Emotional, Empowering,
Inspirational, Entertaining.
Real life stories of women talking about their
“professional” approach to work, revealing themselves
to be nurses, teachers, mothers etc.
#imaprofessional and #howyoudoit
To help create a sense of an online community that
women want to be associated with.
The empowerment theme sits perfectly with the
product's ambition which is to finally give time stretched
"professional" women a home hair colouring product
which gives a salon equivalent look.
Hub - Tonacity Website Blog:
This will host articles, interviews and
other content around hair colouring,
as well as other related topics such as
make up and fashion advice.
The blog content will serve a
secondary purpose of being sharable
content, helping to enhance our social
media campaign.
Hygiene – How To Videos/Webcasts
Online tutorials showing, step by step, how to
use Kleur Tonacity’s home kit with ease. This
will help to maximise user experience and drive
engagement.
KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
7. Paid
Search
Campaign
1.6m
-‐
searches
every
week
in
UK
on
hair
dye,
colour
and
salon
queries
250k
–
visitors
to
Garnier,
L’oreal
&
Clairol
sites
via
Paid
Search
in
2015
Ave.
Suggested
Bid
under
£0.80.
Branded
bids
lower.
For
Kleur
Tonacity,
a
clear
cost
effec&ve
way
to
raise
awareness
of
the
brand
and
create
sAmulus;
and
bring
prospects
at
the
evaluaAon
stage
of
the
purchase
cycle
through
to
our
website
and
social
pages.
Our
strategy
is
focus
on
these
three
search
query
categories
with
ad
groups
specifically
targe&ng
the
consumer’s
intent
and
posi&on
within
the
purchase
cycle
taking
them
to
relevant
landing
pages.
General & Tonacity
Branded Searches
Colour Related
Searches
Salon Location
Related
Searches
Introduce the customer to the brand
Inform them about the Tonacity range
Explain where to access further information
Help the customer:
Explore the range
Experiment with colours
Evaluate the product
Compare the range with other brands
Help the customer:
Compare cost and result with their salon options
Find nearest stockist and next demonstration
Ad Groups:
What is Tonacity?
Ammonia Free
Best Hair Dye
Best Hair Colour
Etc.
Ad Groups:
Red Based Colour Queries
Blonde Based Colour Queries
Brunette Based Colour Queries
What Colour Suits Me
Etc.
Ad Groups:
London Salons
Manchester Salons
Birmingham Salons etc.
Etc.
KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
8. Online
Display
Campaign
1-‐5b
impressions
served
weekly
on
GDN
for
hair
colour
&
salon
content
Millions
of
highly
targeted
impressions
–
glamourmagazine
3m,
harpersbazaar
2m,
instyle
2m,
latest-‐hairstyles
1.5m
Display
will:
Build
Awareness
&
Reach
And
Assist
InteracAon
At
the
Beginning
of
the
Customer
Buying
Cycle
Create
Desire
&,
Assist
EvaluaAon
as
consumers
Consider
Kleur
Tonacity
along
with
other
op&ons.
Banner Ads Sponsored Email Display Tenancies
Pre-Roll Ads
Contextual
ads
on
key
websites
with
relevant
and
related
topics.
Behavioural
ads
in
browsers
of
known
users
Banners
on
relevant
Category
pages
on
retail
partner
websites
Site
retargeAng
and
search
retargeAng
to
re-‐expose
Tonacity
to
website
visitors,
or
those
searching
for
our
focus
keywords
Suggested
Facebook
Posts,
Promoted
Tweets
and
Sponsored
Pinterest
Pins
Strong
Call
To
AcAon
“How
Professional
Are
You?”
Engagement
RetargeAng
and
Social
RetargeAng
used
to
re-‐connect
with
those
consuming
similar
content
Above
the
fold
ads
on
department
store
retail
partner
email
promo&ng
demonstraAon
events.
Targeted
rented
lists
Email
retargeAng
to
re-‐
connect
with
those
who
engaged
with
previous
emails
Major
beauty
website
home
page
take
overs
including
marieclaire.com,
elleuk.com,
redonline.co.uk
Hero
content
highlights
and
teaser
clips
from
live
online
demonstra&ons
before
retail
partner
content
and
beauty
video
bloggers
channels
etc.
KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
9. • How-to videos
• Blogs
• Targeted paid activity at all stages
Social
Media
Campaign
Each
social
media
channel
we
have
chosen
to
use
has
a
reason
behind
it.
By
crea&ng
a
good
number
of
these
accounts,
but
not
making
our
amempts
too
large
at
first,
we
can
ensure
quality
results
from
each
and
every
channel.
The
“How
Professional
Are
You?”
campaign
will
be
tweaked
for
each
social
media
channel
we
use,
making
it
most
effec&ve
for
the
audience
on
that
channel.
Where
possible,
targeted
adver&sements
will
also
be
placed
on
social
media
networks,
further
pushing
the
campaign
assets.
• Blogs
• Customer service
• Promoted tweets
• “How Professional Are You?” video stills
• Images of celebrity endorsements
• Promoted pins
• Videos derived from campaign video
• Stills from campaign video
• How-to videos
• Blogs
• .gif assets from campaign videos
• Main campaign video
• Additional videos from campaign
• How-to videos
Pinterest is a key channel for us because of the potential for sales and close resemblance to our target audience.
The large female audience (around 80% of its users), coupled with the fact that Pinterest generates 4x more
revenue per click than Twitter and 27% more per click than Facebook, makes it perfect for this campaign.
KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
10. Driving
Sales
through
Digital
InnovaAon
By
2016,
smartphones
used
as
part
of
a
shopping
experience,
could
impact
15-‐18%
of
in-‐store
retail
sales
–
an
es&mated
£35–£43
billion.
Smartphone
shoppers
are
14
percent
more
likely
than
non-‐smartphone
shoppers
to
convert
in
store.
Therefore,
it
is
essen&al
that
Kleur
Tonacity
engages
smartphone
shoppers,
through
digital
innova&on
in
order
to
drive
in-‐store
foooall
and
then
to
convert
shoppers
once
they
are
in
store.
Tonacity
staff
to
engage
with
consumer
via
a
demo
booth
to
allow
onsite
trials.
These
demos
will
be
adver&sed
by
email,
app,
website
&
other
digital
campaigns.
Tonacity
RFID
tags
in
pamphlets
distributed
at
shopping
malls
to
draw
customers
in-‐store.
These
tags
will
interact
with
shopping
mall
screens,
en&cing
shoppers
in
to
the
demo
booths
with
the
“how
professional
are
you?”
tag
line.
Up
Front
Signage
and
in-‐center
TV
Displays
39%
of
retailers
used
in-‐store
signage
to
convert
customers
to
digital
Tablets
as
mobile
points
of
sale
at
Tonacity
67%
are
using
tablets
as
points
of
sale
in
their
stores
QR
codes
displayed
in-‐store.
These
will
drive
consumers
to
KT
website,
games
and
content
sites.
Thank
you
Tonacity
shopping
SMS
Shopping
by
mobile
is
generally
thought
to
boost
customer
loyalty.
Kleur
Tonacity
App
Use
loca&on
services
to
show
customer
offers,
roadshows,
promo&ons
and
deals
that
are
relevant
to
customer’s
loca&on.
Will
also
use
a
map
with
all
current
KT
retailers
with
opening
&mes,
so
that
our
busy
customer
loses
no
&me
in
gerng
to
the
store,
at
the
right
&me.
Augmented
reality
interac&ve
displays
This
will
allow
users
to
take
photos
of
themselves
and
then
change
their
hair
colour
using
their
phone,
helping
them
to
visualise
and
decide
on
their
new
look.
They
can
then
send
through
photos
and
videos
to
friends
and
family
for
advice.
40%
contact
friends
or
family
for
advice
What
shoppers
do
via
mobile
phone
when
in-‐store
36%
take
pictures
of
products
28%
scan
barcodes
or
QR
codes
23%
buy
products
through
an
App
KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
11. Media
Approach
•
Return
On
Investment
(ROI)
is
one
of
the
main
focus
points
for
the
Kleur
Tonacity
campaign.
Therefore
we
recommend
making
use
of
media
plaoorms
which
offer
the
CPC
(cost
per
click)
buying
model.
•
By
purchasing
media
based
on
CPC,
the
campaign
will
receive
a
guaranteed
amount
of
traffic
to
Kleur
Tonacity
website
and
retail
stores.
•
By
using
precision
targe&ng
technologies,
such
as
category/contextual
and
behavioral
targe&ng,
the
relevant
audience
will
be
reached
+
quality
traffic/visitors
will
be
driven
to
the
Kleur
Tonacity
online
store
and
in
retail.
•
By
using
retarge&ng,
we
will
re-‐engage
with
the
consumers
who
have
already
visited
the
Kleur
Tonacity
online
store,
but
have
not
yet
taken
ac&on/converted.
Social networks,
publishers and blogs
Display, Search,
Retargeting
In Retail Demo
Stands
Publish and promote Kleur Tonacity content,
allow sharing to other outposts, networks and
influencers. Draw people to Kleur Tonacity
content hub
Promote digital banners on various sites targeting
upscale busy women to drive them to Kleur Tonacity
online store.
Prospecting- on Key Display Environments
Combining with precision targeting
Lead generation by retargeting
Create the customer experience in top retailers and allow
potential customers to test the product in store at Kleur
Tonacity booth. This will allow the customer to take it to the
next step and create word of mouth marketing and drive
sales in store.
Key Measures (Social Listening
Analytics):
• Unique visitors
• Value per visit
• Fans/Followers
Key Measures (Web Analytics):
• Delivered Impressions
• Delivered Clicks
• Delivered Click Thru Rates %
• Delivered eCPC
• ROI online sales
Key Measures (Total Sales):
• # of footfall to demo booth in stores
• % of conversion rate
• ROI.
KLEUR
TONACITY
PRODUCT
BRIEF
MARKET
OPPORTUNITY
CUSTOMER
PERSONA
CUSTOMER
JOURNEY
CAMPAIGN
METRICS
13. Appendix
notes
for
Group
28
–
Kleur
Tonacity
Marketing
Campaign
Slide
3
–
Market
Opportunity
Market
Opportunity
explanation:
• KT
in
strong
position
to
fill
the
gap
for
customers
who
don’t
want
to
spend
disposable
income
on
luxury
salon
appointments,
but
are
willing
to
pay
for
more
premium
home
hair
dye
product.
Graph
data
source:
http://www.statista.com/statistics/254608/global-‐hair-‐care-‐market-‐size/
Hairdressing
data
source:
http://www.ibisworld.co.uk/market-‐research/hairdressing-‐beauty-‐treatment.html
Porters
5
Forces
analysis:
Threat
of
new
entrant
-‐
Moderate
• No
direct
competitors
but
could
change
if
successful
at
£24.99
price.
• Well-‐known
lower
priced
brands
could
rebrand/launch
new
products.
Buyer
Power
-‐
High
• Customers
are
much
savvier
and
research
before
buying.
• Many
substitute
products
at
lower-‐end
(between
£5
and
£10).
• Large
department
stores
buy
in
bulk
and
selective
with
products;
could
reduce
margins.
Supplier
Power
-‐
Moderate
• With
a
higher
price
point,
KT
is
better
positioned
to
handle
price
increases
than
competitors.
• Variety
of
suppliers
that
can
be
used.
Threat
of
Substitutes-‐
High
• Customers
have
options
at
all
price
points
-‐
high
end:
salon
professionals
(Toni
and
Guy),
while
at
lower
end:
cheaper
product
alternatives.
• Lesser
known
brands
Soft
Sheen
Carson
offering
hair
dyes
as
cheap
as
£3.30
• Well-‐known
brands
such
as
Schwarzkopf,
Nice
and
Easy,
Garnier
and
L’Oréal
Paris
operating
in
the
£5-‐£10
bracket
• Customer
may
not
trust
a
self-‐application
product
at
this
price
point
and
opt
for
professional
hair
care
service.
Overall
Competitive
Rivalry
• Lots
of
competitors
but
currently
none
at
this
price
point.
• Environment
is
competitive
but
if
features
and
benefits
can
be
communicated
to
our
target
market
to
justify
its
price
point,
then
KT
should
be
able
to
carve
out
a
niche.
14. Slide
4
–
Customer
Personas
Target
Market
Our
potential
customer
personas
are
women
to
whom
appearance
matters
-‐
they
want
to
look
and
feel
good
about
themselves.
Key
shopping
habits
Most
women,
in
the
beauty
enthusiast
category,
prefer
to
shop
for
just
beauty
products,
shop
alone
and
don’t
make
purchases
on
impulse.
Peer
recommendations
and
advice
from
magazines
are
very
powerful
tools
for
women
when
deciding
to
buy
beauty
products.
Moreover,
women
want
to
explore,
access
and
test
beauty
products
before
they
buy.
Channel
used
to
purchase
90%
of
them
buy
beauty
products
in
store
and
the
biggest
reason
they
use
a
particular
retailer
is
to
be
a
member
of
the
loyalty
scheme.
http://www.yougovsixthsense.com
Social
media
usage
Most
popular
social
media
sites
used
by
professional
women:
YouTube,
Pinterest
and
Facebook.
http://www.infographicsinspiration.com/pinterest-‐demographics-‐statistics-‐infographic/pinterest-‐statistics-‐demographics-‐infographic:
Customer
personas
Two
types
of
customer
personas
-‐
different
ages,
lifestyle
with
different
attitudes
to
hair
care.
1.
Laura
is
an
architect,
lives
in
London;
she
loves
being
on
social
network
without
compromising
her
active
social
life
and
reading
her
favourite
magazines
online.
She
likes
fashionable
hairstyles
but
she
is
also
budget
conscious
and
therefore
she
values
products
that
are
convenient
alternatives
to
going
to
a
salon.
2.
Helen
is
a
modern
working
mother
who
lives
in
Manchester
and
enjoys
spending
time
with
her
family.
She
uses
the
Internet
for
searching
for
products
but
prefers
to
buy
in-‐,especially
beauty
products.
She
has
little
spare
time;
she
needs
to
cover
her
grey
hair
regularly
and
seeks
natural
hair
dye
products
that
give
professional
results.
http://www.mediaweek.co.uk/article/1307900/magazine-‐abcs-‐marie-‐claire-‐suffers-‐steepest-‐decline-‐lifestyle-‐sector
15. Slide
5
–
Customer
Journey
TOP
10
MOST
UK
INFLUENTIAL
BEAUTY
BLOGGERS
as
per
http://www.cision.com/uk/social-‐media-‐index/top-‐10-‐uk-‐beauty-‐blogs/
Pixiwoo.com
Lisa
Eldridge
A
Model
Recommends
British
Beauty
Blogger
Zoella
London
Beauty
Queen
ReallyRee
essie-‐button
Vivianna
Does
Makeup
Hello
October
Ten
Largest
Shopping
Centres
in
UK
by
Sq
ft.:
Westfield
Stratford
1.9m
John
Lewis
Metrocentre
1.8m
Debenhams
/
HOF
Trafford
Centre
1.8m
Debenhams
/
J
Lewis
/
Selfridges
Milton
Keynes
Centre
1.8m
HOF
/
J
Lewis
Bluwater
1.65m
HOF
/
J
Lewis
Westfield
London
1.6m
Debenhams
/
HOF
Princess
Charles
Sq
Meadowhall
1.5m
Debenhams
/
HOF
Cabot
Circus
1.5m
HOF
Victoria
Gate
1.4m
J
Lewis
9
out
of
10
are
anchored
by
our
retail
partners
offering
a
major
tactical
advantage
through
use
of
each
centres
prime
shopping
throughways
where
we
can
set
up
demonstration
stands.
Media
usage
among
UK
adults:
http://stakeholders.ofcom.org.uk/binaries/research/media-‐literacy/media-‐lit-‐
10years/2015_Adults_media_use_and_attitudes_report.pdf
Research
online,
buy
in
store:
http://www.fierceretail.com/story/73-‐consumers-‐browse-‐online-‐purchase-‐store/2015-‐02-‐10
16. Slide
7
–
Paid
Search
Campaign
Search
Volume
Notes:
Google
Adwords
Keyword
Planner
totals
1,597,150
average
monthly
searches
across
“hair
dye,
hair
colour,
hair
salon,
charles
worthington,
aveda,
rush
hair,
electric
hair,
toni
and
guy
and
clairol”
queries.
Adwords
calculates
the
average
suggested
bid
for
these
1.6m
queries
at
£0.795.
SEMrush
tool
currently
lists
the
following
traffic
from
paid
and
organic
search
results
across
key
competitors
in
2015
so
far:
Garnier
Jan
–
13,937
Feb
–
21,268
Mar
–
3,156
April
–
6,403
May
–
6,206
L’Oreal
Jan
–
33,063
Feb
–
41,517
Mar
–
30,461
April
–
22,957
May
–
21,500
Clairol
Jan
–
9,878
Feb
–
7,672
Mar
–
5,075
April
–
8,369
May
–
9,736
SEMrush
also
shows
that
in
2014
Clairol
drove
the
following
numbers
to
their
website
via
a
paid
search
campaign:
June
2014
–
49,
713
July
2014
–
17,577
August
2014
–
30,275
September
2014
–
35,062
A
total
of
over
135,000
consumers
over
the
course
of
the
campaign
from
paid
search
alone.
Google
Adwords
also
shows
that
search
volume
over
the
calendar
year
shows
no
particular
seasonal
pattern
that
would
affect
the
launch
date
of
Kleur
Tonacity.
Google
Trends
however
does
show
that
search
volume
on
“hair
dye,
hair
colour”
is
increasing
significantly
over
recent
years:
http://www.google.com/trends/explore
-‐
q=hair
dye,
hair
colour
While
salon
queries
are
trending
down:
http://www.google.com/trends/explore
-‐
q=Toni
%26
Guy&cmpt=q&tz=
This
supports
our
insight
that
consumers
are
looking
for
cost
saving
options
to
expensive
salon
treatments.
17.
Slide
8
–
Online
Display
Campaign
In
assessing
retargeting
tactics
we
used
Chango’s
7
Types
of
Effective
Retargeting
model:
http://www.slideshare.net/kirazhestkova/7-‐types-‐of-‐effective-‐retargeting-‐by-‐chango
This
breaks
down
the
options
into
the
following
approaches:
Site
Retargeting
Search
Retargeting
SEO/SEM
Retargeting
Email
Retargeting
Contextual
Retargeting
Engagement
Retargeting
Social
Retargeting
Google
Display
Planner
shows
available
weekly
inventory
of
between
1
and
5
billion
impressions
for
“hair
dye,
hair
colour”
related
content.
The
gender
breakdown
of
this
audience
is
evenly
split
between
male
(42%)
and
female
(42%)
–
16%
unknown.
This
supports
our
decision
to
focus
less
on
prospecting
and
more
on
very
targeted
display
tactics
of
placements
within
highly
relevant
and
related
websites.
Weekly
impression
figures
for
glamourmagazine.com,
harpersbazaar.com,
instyle.co.uk
and
instyle.com
and
latest-‐hairstyles.com
are
all
as
currently
stated
on
Google
Display
Planner.
18. Slide
9
–
Social
Media
Campaign
Reasons
for
using
each
network
Facebook
–
the
largest
social
network
-‐
http://www.adweek.com/news/advertising-‐branding/new-‐social-‐stratosphere-‐who-‐using-‐
facebook-‐twitter-‐pinterest-‐tumblr-‐and-‐instagram-‐2015-‐and-‐beyond-‐1622
Twitter
-‐Large
audience
25-‐49
-‐
http://www.pewinternet.org/2015/01/09/demographics-‐of-‐key-‐social-‐networking-‐platforms-‐2/
Instagram
-‐
29%
of
online
women
use
it
-‐
http://www.adweek.com/news/advertising-‐branding/new-‐social-‐stratosphere-‐who-‐using-‐
facebook-‐twitter-‐pinterest-‐tumblr-‐and-‐instagram-‐2015-‐and-‐beyond-‐1622
Pinterest
-‐
42%
of
online
women
use
it
-‐
http://sproutsocial.com/insights/new-‐social-‐media-‐demographics/#pinterest
Google+
-‐
Search
benefits
-‐
http://sproutsocial.com/insights/why-‐your-‐brand-‐active-‐google/
19. Slide
10
–
Driving
Sales
Through
Digital
Innovation
By
2016
we
expect
the
influence
of
mobile
will
have
significantly
changed
the
UK
retail
channel
landscape.
In
fact,
we
project
the
mobile
influence
factor
will
reach
15-‐18%
of
total
retail
sales,
amounting
to
£35–£43billion
in
mobile-‐influenced
store
sales
by
2016.
We
must
allow
customers
to
maintain
control
of
their
information.
Whilst
76%
of
smartphone
users
will
use
their
phones
GPS
or
location
based
services,
customers
are
uncomfortable
with
retailers
knowing
when
they
are
near/
in
their
store:
only
21%
would
be
happy
for
a
retailer
to
know
they
are
nearby
&
27%
happy
for
retailer
to
know
they
are
inside
a
store.
Even
though
the
integrated
phone
technology
would
have
to
be
switched
on,
people
are
uncomfortable
with
their
movements
being
monitored.
Omni-‐Channel
Insights:
Customer
experience
accounts
for
47%
of
customer
loyalty
Smartphones
influenced
$159
billion
in
U.S.
store
sales
in
2012
8
in
10
smartphone
shoppers
use
mobile
in-‐store
to
help
with
shopping
The
Future
of
Retail
Marketing
77%
of
consumers
prefer
email
for
permission-‐based
promotional
messaging
39%
of
retailers
used
in-‐store
signage
to
convert
customers
to
digital
44%
of
retailers
do
email
acquisition
at
point-‐of-‐purchase
Reference
Links
http://blog.gfk.com/2015/04/shoppers-‐bringing-‐online-‐competition-‐inside-‐bricks-‐and-‐mortar-‐stores/
http://www.shopify.com/blog/14210261-‐10-‐slideshare-‐presentations-‐on-‐the-‐future-‐of-‐omni-‐channel-‐retail
http://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-‐business/deloitte-‐uk-‐the-‐dawn-‐of-‐mobile-‐influence-‐
final.pdf
https://www.downtowndevelopment.com/pdf/2_us_retail_Mobile_Influence.pdf
http://mediazone.brighttalk.com/comm/sitedata/c52f1bd66cc19d05628bd8bf27af3ad6/download/13983_MobileReport_lowres%20
%281%29.pdf
http://www.accenture.com/sitecollectiondocuments/accenture-‐customer-‐desires-‐vs-‐retailer-‐capabilities.pdf