rad x fragrance co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), ui/...
TRANSCRIPT
CONFIDENTIAL
RAD x Fragrance Co.“Go To Market Strategy”
Partner: Fragrance Co.
Contact: [email protected]
Date: TBD
Flight: TBD
Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]
CONFIDENTIAL
THE SCENT OF SUCCESS
WHAT WILL RAD INTELLIGENCE DO?
1) http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904
2) http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230
CONVERSION STRATEGY
Media Buying: We compose an end to end media buying strategy that will
encompass the most current conversion strategies across all relevant channels
and platforms. The founding team at RAD have built brands with the most
innovative conversion strategies from the ground up.
Influencer Marketing - Connect, negotiate, monitor, verify, and facilitate
influencer marketing at scale across Facebook, Instagram, YouTube, Twitter,
and SnapChat. Our enterprise solution provides access to every influencer
across all platforms; The platform facilitates offers, payments, reporting,
compliance, criteria, and campaign automation.
$$$
2CONFIDENTIAL
We collaborate,
create and implement the entire brand strategy
including brand guide, logo, copy, wireframes
(desktop & mobile), UI/ UX, and digital assets.
Our Platform: Base commerce system, 3PL
connectivity, and marketplace integrations across
each conversion channel. End-to-end social
media tools, performance dashboards, conversion
tools, that ultimately will create your go-to-market
solution.
RADINTELLIGENCE.COM
CONFIDENTIAL
GO TO MARKET STRATEGY
Overview
1) http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904
2) http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230
QUESTIONS THAT WE TACKLE
What does our best customer look like?
How should we market to them?What is the shortest path to conversion?
What conversion channel should I use and why?
3CONFIDENTIAL
RADINTELLIGENCE.COM
INSIGHTS AND KNOWLEDGE
1.6x increase
in purchase intent after seeing user-generated content on
BEAUTY PRODUCTS ARE
31% more likely to be purchased in store after a digital
impression with rotation frequency of 6X
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4
Upon Program
Confirmation
Engagement
Strategy & Prep
Implementation
s
Launch
‣ Branding, Identity, logos
‣ Confirmations and approvals
‣ Assets identification
‣
‣
‣
‣
‣
‣
‣
TIMELINE
CONFIDENTIAL
AUDIENCE IDENTIFICATIONReports & Processes
Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]
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OBJECTIVE
INTEREST
A
INTEREST
B
INTEREST
C
1 2 3
WORLD
TRAVELERLuxury Goods Fashion Pleasure Seeking
ENTREPRENEUR Money Driven Retain Wealth Building Wealth
FASHIONISTA Wealthy Upwardly Mobile Looking to Upgrade
COHORT –THE WORLD TRAVELER
We’ve identified 3 Cohort groups of people with
similar psychographics along with path(s) to
conversion that can be advertised to at scale.
RADINTELLIGENCE.COM
North America – THE WORLD TRAVELER
CONFIDENTIAL
PATH TO PURCHASE -THE WORLD TRAVELER
PATH #1 – 82% OF ALL SALES CONVERT ON A MOBILE DEVICE
WORLD TRAVELER BRANDS & INTERESTS
RADINTELLIGENCE.COM
82% ENGAGE WITH A
MOBILE AD VIA
FACEBOOK, GOOGLE
ADS, OR AFFILIATE
AUTOMATED EMAIL STARTS THE
CONVERSION FUNNEL FOR NON-
CONVETRING SITE VISITS, AVG. 3
EMAILS FOR EACH CONVERSION
CUSTOMERS THAT
USE FB MESSENGER
ARE 3X MORE LIKELY
TO CONVERT AND
HAVE 24% HIGHER LTV
PPC AD UNITS ACCOUNT OF
LESS THAN 15% OF SALES WHILE
FB AD UNITS ACCOUNTS FOR
OVER 70% OF GROSS NEW
SALES
FOR CUSTOMERS THAT DID
NOT SIGN UP AFTER THE
FIRST 3 TOUCHES , 42%
SIGNED UP AFTER 1 DIRECT
MAIL PEICE
CONFIDENTIAL
BEST DIGITAL CHANNELS -THE WORLD TRAVELER
CONVERSION PATH – BY THE NUMBERS WORLD TRAVELER SEARCH TERMS
RADINTELLIGENCE.COM
CHANNEL % TOP STATE
Facebook 65 CA
GDN 12% TX
87% OF CONVERTED SALES WERE EXPOSED TO
BOTH A FACEBOOK AD AND A GOOGLE AD WORD
OR GOOGLE DISPLAY AD
65% OF ALL DIGITAL SALES FUNNEL THROUGH
FACEBOOK AT SOME POINT DURING THE
CONVERSION CYCLE. A DIRECT CORRELATION
FOR IMPROVED LTV AND CAC ON CAMPAIGNS THAT
BEGIN ON FB
CONFIDENTIAL
CONVERSION PATH -
CONVERSION PATH – PPCTOP PERFORMING CAMPAIGNS
RADINTELLIGENCE.COM
CHANNEL % TOP STATE
Facebook 65% CA
GDN 12% TX
THE WORLD TRAVELER
CONFIDENTIAL
BUDGET
GUARANTEED
IMPRESSIONS
GUARANTEED
ENGAGEMENTS
ESTIMATED
# OF POSTS
ESTIMATED
# OF INFLUENCERS
GUARANTEED
IMPRESSIONS
GUARANTEED
ENGAGEMENTS
ESTIMATED
# OF POSTS
ESTIMATED
# OF INFLUENCERS
GUARANTEED
IMPRESSIONS
GUARANTEED
ENGAGEMENTS
ESTIMATED
# OF POSTS
ESTIMATED
# OF INFLUENCERS
BUDGET
BASIC
BUDGETBUDGET BUDGET
BUDGET
ACTIONABLE INSIGHTS
3 EMAILS TO CONVERT
EACH CUSTOMER
INFLUENCERS WITH MATURE
FOLLOWING, OVER 35, 74%
MALE
OF ALL SALES FUNNEL
THROUGH FACEBOOK
OF CUSTOMERS THAT
GET A DIRECT MAIL
PIECE AFTER INITIAL
TOUCH CLOSE
• MESSENGER IS ESSENTIAL
• 65% OF CONVERSIONS
START W/ FB
PROSPECTS THAT SEE
BOTH FB AND GDN AD
CONVERT 78% MORE
ONCE CUSTOMERS ARE
IDENTIFIED THEY NEED 9
IMPRESSIONS BEFORE
THEY CONVERT
MAX BUDGET PER CHANNEL
IS PROHIBITIVE AT SCALE AND
AUDIENCE SIZE PER PROJECT
ESTIMATED
AUDIENCE SIZE
PER XYZ
ASIAN & AFRICAN
ETHNICITY
ESTIMATED
INCREASE IN LTV
ESTIMATED
REDUCTION IN CAC
RADINTELLIGENCE.COM
TOUCH POINTS PAID MEDIA INSIGHTS
CONFIDENTIAL
PERSONA DESCRIPTION
THE WORLD TRAVELER, THE ENTREPRENEUR, AND THE FASHIONISTA ARE THE MAIN 3 PERSONAS FOR LUXURY GOODS, MULTIPLE HOMES,
INTERNATIONAL LIVING, AND PLEASURE SEEKING ARE MAIN INTERESTS. OTHER INTERESTS INCLUDE DEPLOYING MONEY & BUILDING + RETAINING WEALTH.
CONTENT EXAMPLES
These are content examples from this influencer persona type.
Fun in the sun with my cutie pie👯♀️☀️🧜 ♀🧜🌴⛱
Playing with confetti kind of morning♥️
Hello 👋🧜 2018! Happy new year everyone!! ✨🎇
PERSONA I. D.
WORLD TRAVELER | AUDIENCE
AGE INCOME $150K+
INSIGHTS
OUR INSUGHTS SHOWS A $52,223 INCREASE IN MONTHLY REVENUE
INSIGHTS 2
NEW YORK HAS ROOM TO GROW, AND IS UNDER SERVERED
INSIGHTS 3
These insights WERE DEPLOYED and tested with the CEO of the DIRECT TO CONSUMER COMPANY.
WHAT NEXT?
SUMMARY
• Reduction of CAC, 21%• Monthly allocations / spend • Shows clear path to purchase• Identified the exact audience target & size• Identified improvements in Path To Purchase• Eliminated underperforming campaigns• Identified retargeting improvements
KEY CAMPAIGN
PERFORMANCE
METRICS
KEY AUDIENCE INSIGHTS
TOTAL NEW CUSTOMERS PER MONTH AVERGAE 908
#1 Market – SAN FRANCISICO
RADINTELLIGENCE.COM
MONTHLY SIZE CUSTOMERS CAC LTV REVENUE
SAN FRANCISCO 2.4M 1380 28% 22% $24,700
NEW YORK 3.2M 1102 22% 31% $13,130
AUSTIN 900K 989 24% 28% $7085
SAN DIEGO 767K 875 25% 19% $4500
SEATTLE 674K 555 21% 16% $2808
AVERAGES 2.73M 1098 25% 21% $52,223
CONFIDENTIAL
PERSONA DESCRIPTION
THE WORLD TRAVELER, THE ENTREPRENEUR, AND THE FASHIONISTA ARE THE PERFECT PERSONAS FOR THIS DIRECT TO CONSUMER BRAND. OUR DATA INDICATES SIGNIFICANT OPPORTUNITY WITH ENTREPRENEURS IN THE NEW YORK AREA. SAN FRANCISCO REMAINS THE SECOND LARGEST TARGET MARKET.
CONTENT EXAMPLES
These are content examples from this influencer persona type.
Fun in the sun with my cutie pie👯♀️☀️🧜 ♀🧜🌴⛱
Playing with confetti kind of morning♥️
Hello 👋🧜 2018! Happy new year everyone!! ✨🎇
AUDIENCE I. D.
WORLD TRAVELER | BUDGET ALLOCATION
N
YINCOME $235K+
INSIGHTS
74% WERE EXPOSED TO WE CHAT, OR GDN BEFORE SEARCHING DIRECTLY
INSIGHTS 2
LTV EST BY 25%
INSIGHTS 3
THE NEXT PAGE IS THE GLOSSARY – IYOU WILL FIND SPECIFIC CONTEXT ON EACH KEY INISGHT.
HOW DO I MAKE SENSE OF IT?
CAMPAIGN BASE
SPEND METRICS KEY AUDIENCE INSIGHTS
ELIMINATE (LA MARKET)
#1 GROWTH MARKET NEW YORK
RADINTELLIGENCE.COM
Spend Allocations Q1 Q2 Q3 Q4 AVG
SAN FRANCISCO $150,000 $300,000 $300,000 $200,000 $950,000
NEW YORK $250,000 $700,000 $450,000 300,000 $1,700,000
AUSTIN $50,000 $300,000 $150,000 $200,000 $700,000
SAN DIEGO $30,000 $200,000 $250,000 $125,000 $605,000
SEATTLE $20,000 $200,000 $150,000 $75,000 $445,000
TOTALS 500,000 1,700,000 1,300,000 900,000 4,300,000
NEW YORK $ ALLOCATION
AUDIENCE AGE & SPEND
RATIO THRESHOLD(S)
INDICATE SIGNIFICANT
MEDIA BUDGET INCREASE
OPPORTUNITY
CONFIDENTIAL
Glossary
Customer Acquisition Rate: The overall blended improvement is reported at 21%. Rad identified the correct and highest converting audiences to achieve
this goal while eliminating multiple underperforming audience groups at the same time.
Results: As a result of CAC reduction, over $50,000 each month in previously un-captured revenue was created without increasing media spend.
Underperforming campaigns were identified and subsequently halted. This budget was in turn allocated to the correct audiences. Underperforming
campaigns halted were Houston, Miami, and Los Angeles.
Best Time of Year: Adjusting media spend per month based on data trends increased conversion and added to a reduced overall customer acquisition cost.
Counterintuitively, Q2 was identified to be the highest producing months.
Audience Clarity: Understanding the audience size, exact interests, and constant improved targeting of the “perfect” prospect enables efficient and optimal
conversion marketing. In this use case, we identified underserved opportunity in the New York market which also suggests additional improvement pockets
exist for further optimization and the offering will continue to support scale.
LTV Increases: Our models indicate a LTV improvement of 25%; this is a direct result eliminating audiences that in underperforming areas, and increasing
media spend in high performing areas.
Best Practices: This result of Rad Intelligence findings, suggestions, and implementations:
1. Eliminating underperforming audiences,
2. Focusing on markets that our data-sets indicate are optimal
3. Displaying the correct ad, at the correct time in the conversion funnel
4. Allocating increased budgets in key opportunity markets
5. Optimization of Facebook Messenger
6. Ensuring all leads, get a 1-2-3 drip
7. Ensuring all prospects/customers see both GDN and FB ads in close rotation
RADINTELLIGENCE.COM
CONFIDENTIAL
MARKETINGBranding, Influencers, & Concepts
Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]
COLLAGE 2
#LOVEOFXYZ
CONFIDENTIAL
@mariannahewitt
COLLAGE 4
#UNIQUE
CREATE: A NEW WAYBEAUTY CARE PRODUCT CATEGORY
@hairhack
Beauty content is wildly popular on social media; significant opportunities are
abundant in new sub-categories such as fragrance(s)
Natural organic beauty products are “on trend”
Beauty influencers perform 6x better than others
Fragrance + “organic” influencers is an untapped resource
Working with Rad Intelligence will support, enable, and provide measurement &
execution.
CONFIDENTIAL 1
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THE BEST SCENTS
OF THE WORLD
FRAGRANCE OF
ETHIOPIA
850Mviews of content from the top
200 beauty brands
http://www.pixability.com/industry-studies/ (beauty Industry Reports 2015
&2016)
OPPORTUNITYBEAUTY DRIVEN CONTENT FEATURING ORGANIC FRAGRANCES
100Mhours of
watch time
daily
587Mlikes
24Mbeauty related
tweets in 2015
65%more views of beauty videos
on YouTube since 2015
125Bviews of beauty-related
content on YouTube
150%increase in time spent
engaging with beauty
content on Instagram
since 2015CONFIDENTIAL 1
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FANS BUYWHAT THEY SEE
http://wwd.com/beauty-industry-news/people/social-media-influencers-beauty-industry-10292082/
http://collectivebias.com/blog/2016/04/title-racing-influence-store-purchases-infographic/
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1.6x increase
in purchase intent after
seeing user-generated
content on any social
channel
BEAUTY PRODUCTS ARE
24% more likely to be
purchased in store after
seeing a digital
impression
BRAND X PRODUCT
ATTRACT INFLUENCERS
A mix of branded content and user-
generated content is a more cost
effective way of spending a marketing
budget. Utilizing measurement and a
one-stop shop digital approach with
RAD ensures optimal results.
Younger viewers of YouTube have
little or no brand loyalty. However,
they are loyal to channels that teach
them techniques and reward with
with engaging content. This strategy
is one (1) of many RAD will employ.
97%of YouTube beauty
video views belong
to influencers
20%of beauty video views
belong to the top 10
beauty vloggers
2%of beauty video views
belong to beauty brands
http://offers.pixability.com/digital-makeover-social-video-beauty-
ecosystem
CONFIDENTIAL 2
0
CONCEPT
CREATIVE APPROACHDATA DRIVES THE STRATEGY
Over-investing in creating
branded content and
underinvesting in influencer
content is a mistake. We take
a creative and analytical
approach to building brands. 97% control of conversations
around beauty and brands on
YouTube
10x more videos on their channels
than beauty brands on You Tube
7x more frequently published content
on YouTube than beauty brands
@shahnazshimul
@leenydiaz
@hairhack
s
Beauty vloggers, or "haul girls", and other
beauty content creators rule.
www.digitallyapproved.com/2015/09/29/the-next-frontier-for-food-influencers-
youtube/
CONFIDENTIAL 2
1
@talkingwithtami
IF WE DON’T DO ITSOMEONE ELSE WILL...
New categories and products outperform all other industries consistently by 3x. Audiences
have shown they desire new options across all beauty categories. Over 80% of the audience
category is open to trying organic products that are “new to market”.
httpshttp://wwd.com/beauty-industry-news/people/social-media-influencers-beauty-industry-
10292082/ http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904
http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230
$12.21
average ROI for beauty
influencer campaigns in
20152
3.2%is the average
engagement rate for
beauty
9x YOYincrease in earned media
value for the beauty category
on Instagram1
CONFIDENTIAL 2
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CONCEPT
CONFIDENTIAL
CAMPAIGN STRATEGIES
PHASE 1 | MVP
Budgets Will be structured on each
channel
STRATEGY 1 | Branded content does not
resonate as well with social audiences as
influencer content. Beauty influencers receive
2600% more comments on their content than
STANDARD beauty brands’ content.2
9
Leverage Influencers to Create
Unique Content at Scale
Strategy 3 - Content variety and volume
are two strategies that play well in beauty
category on social channels. . Work with a
wide range of influencers and let them
present your brand in their own unique
way. Creating the effect of an
“everybody's talking about it” trend is
much more powerful than a single piece
of content
Posts with Paid Social
STRATEGY 2 - Get next-level
engagement by pushing paid media
along with influencer posts. This not
only improves the visibility of your
content within the influencer’s audience
but can extend the reach of your
campaign to targeted, new audiences.
Engage with Your Audience
STRATEGY 4 - Use the conversation
generated around your influencers’
content as an opportunity to engage with
your audience. Jump into the comments
and join the conversation!http://offers.pixability.com/digital-makeover-social-video-beauty-
ecosystem http://tubularinsights.com/youtube-beauty-
industry/#ixzz4VN72y4qw @Alyssaashley
ALYSSA ASHLEYAshleyCampaign
@K@Alyssa Ashleyail Lo
@hairhacks