squarelle tonacity multi channel plan
TRANSCRIPT
Squarelle
TonacityIt’s so natural, they’ll think it is…!
Dol l y R esha mi yaM i l a Tk ache nko
Sa i r Buc k l e
To mm aso L omba rd iHea t h er Besse t t e
Sum mer Bon
Sabr i na S t r i ck l e rAnnm ar i a Rean ey
Ash l e y B oss
Multi-Channel Plan
Group 5
Executive SummaryProduct:Squarelle Tonacity – is a new high-end multi-tonal hair colouring product designed for home usage, priced at £24,99. • Key features: lasting colour, odourless and ammonia free. • Limited in-store distribution in the UK through John Lewis, Debenhams, House of Fraser.• Core competitors: hair salons such as Charles Worthington and Toni & Guy, and home hair
products: L’Oreal, Garnier, Clairol.co.uk.
Strategic Goals: 1. Develop an integrated marketing strategy facilitating a seamless cross-channel customer
experience with Squarelle Tonacity.2. Create brand awareness, driving trial, sales and advocacy. SMART objectives:3. Increase market share by 3% in FY144. Generate 5% return on investment from Marketing initiatives
Timeframe:1st April - 20th June 2014 Budget: GBP 400 000
Jennifer is aged 25, single, no children and works in a consulting company. She has already been using cheaper hair colouring products like John Frieda at home and, ideally, is dissatisfied with the result. Needs and wants: She is constantly looking for a new better alternative. Her disposable income is high, however, she still finds salon hair colouring at about £60 an expensive choice. She’s looking for a gorgeous natural look at a reasonable price.Attributes: Smartphone, Laptop, iPad.Digital media usage: Heavy Internet user, highly mobile, uses IM to communicate with friends, doesn’t watch TV, prefers reviewing and buying products online at Net-a-porter and Amazon. Has a Facebook and a Pinterest account. Reads InStyle online.Key message: You can make yourself even more beautiful, stylish and confident with our premium multi-tone salon finish hair colorant – all these at a reasonable price and at home!
Sarah is aged 35, married, working and has 2 children. She is income-rich, but time-poor. Sarah is used to salon-hair colouring and hates that the procedure is very time-consuming. Needs and wants: She wouldn’t mind saving an hour or two, colouring hair herself, in case she was offered a quality alternative. Attributes: Desktop PC, Smartphone.Digital media usage: Watches TV sometimes, reads online news-blogs and fashion journals, eg. Vogue, visits sites such as mumsnet.com, has a Twitter, Facebook and a LinkedIn account. Less mobile, doesn’t use IM, prefers buying products offline.Key message: You can make yourself look younger, healthier, naturally confident with our premium multi-tone salon finish hair colorant– all these in just half the time at home!
Personas
Customer Journey & Product Touchpoints
Jennifer, 25, single, no children.
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1. Awareness
2. Consideration
3. Purchase
5. Advocacy 4. Service
ZMOT: Talks with friends/colleagues, does Google search by key words, reads/watches Youtube reviews and testimonials, has a first Squarelle website experience. Compares products on other sites like Amazon.
TOUCHPOINTS:
• Google search by key words• Onsite digital shop assistant• Interactive ads on Youtube• PPC banners• Comments on product page on Facebook and
Jennifer enjoys the product and feels like buying it again, but often forgets to. She also expresses interest to share her hair styling tips with friends.
TOUCHPOINTS:
• Personalised Mobile App: Automatic reminder to her for the time of purchase every 6 weeks
• Customer Account on Squarelle e-Cademy website offering embedded customer YouTube videos feature.
Stimulus: Sees LB mobile ads while passing by John Lewis, ppc ads, display ads, Reads articles and blogs, notices outdoor ads, hears launch hype and decides to participate in it.
TOUCHPOINTS• Location-based ad in her
mobile phone• Display ad on InStyle• PPC ads on FB
FMOT: Visits a store for a ‘feel’ of Tonacity in comparison with other products.
TOUCHPOINTS:• The product itself (in-store POS)• Sales team consultation• In-store QR codes on the
products for more info
SMOT: customer experience with the brand. TOUCHPOINTS:• Onsite Product review forms• 24/7 call centre• Onsite Digital assistant • Product Page on Facebook for
customer feedback monitoring
Customer Journey & Product Touchpoints
Sarah, 35, married, 2 children.
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1. Awareness
2. Consideration
3. Purchase
5. Advocacy 4. Service
ZMOT: She talks with colleagues, reads online reviews and testimonials, makes Google search. She also has her first experience with Squrelle Tonacity website, TOUCHPOINTS:• Google search by key words• Onsite digital assistant• You-tube interactive advertising
•
Sarah enjoys the product and feels like buying it again, but often forgets to. She also expresses interest in sharing her hair styling tips with friends.
TOUCHPOINTS:
• Personalized Mobile App: Automatic reminder to her for the time of purchase every 6 weeks
• Customer Account on Squarelle Website offering embedded customer Youtube styling videos feature.
Stimulus: Through PR campaign and TV-advert, outdoor ads in the tube. Sees the product on the shelves while shopping in Debenhams.TOUCHPOINTS:-QR codes on the product in Debenhams-Debenhams sales team-Personalised email-Display banner ad on mumsnet.com FMOT: Visits a store for a ‘feel’ of
Tonacity, also to compare it with other products.
TOUCHPOINTS:• The product itself (in-store POS)• Sales Team’s consultation• In-store QR codes on the
products for more info
SMOT: customer experience with the brand at home.
TOUCHPOINTS:
• Onsite product review forms• 24/7 call centre• Onsite digital assistant • Customer support account on
Product PositioningUVP: Squarelle Tonacity offers gorgeous salon-
like natural look achieved at home with minimal efforts.
Tagline: It’s so natural they’ll think it is!
Self-Made Cinderella Integrated Advertising Campaign
British women manifest independency, inner strength, and natural beauty. Following the popular DIY-trend, Squarelle Tonacity becomes a “modern fairy’s gift”, helping women transform into better-selves with minimal efforts. A Squarelle Tonacity Style e-Cademy website will launch in May as the centre of brand-communications acting as an educational platform helping customers reach tailored and trendy salon looks at home.
Catch-strategyLaunch TV –ads supported by integrated You-tube ads featuring ordinary women transforming into better-selves with Squarelle Tonacity. Teaser campaigns around the e-Cademy launch.Outdoor ads follow-up.
Connect-strategyYoutube channel to broadcast videos/professional tutorials using Squarelle Tonacity productsSocial networks display campaigns and page engagementEmail marketing (targeted offers)
Close-strategyConnect customers with distributors offline and online. Provide links to their websites on Squarelle e-Cademy website. Direct customers to make in-store purchases in Debenhams and John Lewis. Provide in-store consultations +QR codes
Community-strategyEncourage engagement and community through e-Cademy.Reviews, user generated content to create a ‘help each other’ environment. Competition for best self-made You-tube inspirational video-story
Strategy Overview
Media PlanBought Earned Owned
•Search ads•Display ads •Banner ads in online Magazine websites,Online shopping websites,Price comparison websites
•Video Ads•Facebook interactive ads•IGA (In-game advertising) (Research suggests that the average gamer who will spend up to 12 hours a week glued to their console, is actually 35-years-old working Brit and married, earning £23k a year (Female spend equal time as male counterparts)•Promotion
•Customer reviews on website and social media (they’re the brand ambassadors), •Expert reviews and comments, •Reviews from trusted bloggers•Leverage e-Cademy by organising celebrity stylist hangouts with customers
•Tonacity’s website •Squarelle e-Cademy•Email newsletters•Online videos•Online circulars
Tactical Examples:Strategy: Capture and land potentials to branded owned mediaTactics: Colour charts, hair ideas, similar product comparisons, competitors
Semantic Fields: Colours, natural hair, change hair colours, how to colour at homeOther: Dynamic tags to match searched colour and ad copyMax Bid: 18Daily Budget: 1300Daily Clicks: 1320
Daily Impressions: 74000Mobile Devices : 63%CTR: 1.80%Tablets: 13%Gender: FemaleTarget Country: UKNetworks: Google and Search Partners
Search Display
Media scheduleMEDIA Medium Cost
APRIL TOTAL
JULY TOTAL
JULY TOTAL CAMPAIGN
TOTALApril May June
1 2 3 4 1 2 3 4 1 2 3 4These costs are assumptions
Digital Responsive Website build - e-Cademy portal Outsourced 15,000.00 1 15,000.00 0.00 0.00 15,000.00Display campaign - Google Adroll Outsourced 10,000.00 1 10,000.00 1 10,000.00 1 10,000.00 30,000.00SEM campaign Inhouse 15,000.00 1 15,000.00 2 30,000.00 1 15,000.00 60,000.00SEO optimisation Inhouse 2,000.00 1 2,000.00 1 2,000.00 1 2,000.00 6,000.00Journalist - online articles Inhouse 3,000.00 1 3,000.00 1 3,000.00 1 3,000.00 9,000.00Guest Journalists Outsourced 2,500.00 1 2,500.00 2 5,000.00 1 2,500.00 10,000.00e-Magazine advertising 10,000.00 1 10,000.00 1 10,000.00 1 10,000.00 30,000.00Contests and promotions on Social Media Outsourced 10,000.00 1 10,000.00 1 10,000.00 0.00 20,000.00Social Media monitoring Inhouse 5,000.00 1 5,000.00 1 5,000.00 1 5,000.00 15,000.00Prize incl. Permits Inhouse 10,000.00 0.00 1 10,000.00 0.00 10,000.00Tess Daly launch appearance agreement - live stream interview 12,000.00 0.00 1 12,000.00 0.00 12,000.00One day 'Grand Launch' e-cademy launch event inc live stream set up Inhouse 110,000.00 0.00 1 110,000.00 0.00 110,000.00Daniel Couch/ Daniel Galvin/ Daniel Benson endorsement and appearance (UK’s top hair colorist)
15,000.00 0.00 1 15,000.00 0.00 15,000.00
Daniel Couch video segment x 4 / slow release 8,000.00 0 0 4,000.00 0 0 2,000.00 0.00 6,000.00YouTube channel 10,000.00 1 10,000.00 1 10,000.00 1 10,000.00 30,000.00YouTube video creation 5,000.00 1 5,000.00 1 5,000.00 1 5,000.00 15,000.00Social Media maintanance _ Facebook/Twitter/Pinterest 2,500.00 1 2,500.00 1 2,500.00 1 2,500.00 7,500.00
94,000.00 241,500.00 65,000.00 400,500.00
S.A.V.E.
Solution• Confidence to replace trips to the salon while
achieving gorgeous, salon-quality hair color • Ability to maintain quality while saving cost
and time• Choice reassurance by the cyclical presence of
Squarelle’s community support and eCademy hub, branded DIY support and real-world reviews.
Access• An integrated approach from awareness to customer
maintenance initiatives, designed to be intuitive to users’ needs and preferences
• For the women who live and die by their mobile devices: location-based offers and advertisements, and quick video demonstrations
• For the women who consume a wider variety of media and value word of mouth: partnerships with well-known bloggers, magazine websites, peer-sourced reviews and celebrity endorsements
Value• Multi-tonal, natural hair color, customized to
skin tone at a fraction of salon prices • Dedicated companionship through the
purchase cycle – including video tutorials, the eCademy hub, immediate support from online Squarelle representatives and continued touch-points
• Expertise and advice of a salon colorist – created support system is available on the eCademy, through the online social community and face-to-face at point of purchase, in-store.
Education• Focus on relationship-building based on steadfast availability,
reassurance, continuous multi-directional communication and education based on user preference throughout all points in the purchase cycle
• Peer to Peer Education: strong online community housed on branded social channels
• Direct Education: Available through dedicated support teams (Twitter, Facebook managers, and empowered in-store advocates.)
• Self-Taught Education: available via YouTube video tutorials, DIY-focused articles and the eCademy platform
Time-poor, but still deeply committed to personal upkeep, Squarelle Tonacity users find the following:
Reference List• Hawkins, DI & Mothersbaugh, DL 2010, Consumer behavior : building marketing strategy,
11th edn., McGraw-Hill Irwin, Boston.• http://linkhumans.com/blog/linkedin/uk-linkedin-facts-figures-and-statistics• TheGuardian, 2013, 36m Brits Use The Internet Every Day – But What Are They All Doing?
http://www.theguardian.com/news/datablog/2013/aug/08/36-million-brits-internet-every-day-habits-use
• Retail Forecasts H1 2013: UK DIY & Gardening, 2013 http://www.marketresearch.com/Verdict-Research-Ltd-v107/Retail-Forecasts-H1-UK-DIY-7457959/
• What Is ZMOT and How Can It help Your Business? http://www.techwyse.com/blog/internet-marketing/what-is-zmot-and-how-can-it-help-your-business/
• Customer journey to online purchase http://www.google.com/think/tools/customer-journey-to-online-purchase.html• Stats and importance of digital video advertising in the UK http://goo.gl/iUVvEH• Facebook Users Demographic in the US• http://www.fanalyzer.co.uk/demographics.html• UK social media statistics for 2014• http://socialmediatoday.com/kate-rose-mcgrory/2040906/uk-social-media-statistics-2014• Haircare in Europe• http://www.marketline.com/