your time to shine beauty final project...
TRANSCRIPT
YOUR TIME TO SHINE BEAUTYFINAL PROJECT PRESENTATION
Jessica M. Cooper
Avon Ind. Sales Rep
COMPANY AND CUSTOMER
About Avon
Avon is the company that stands for beauty, innovation, optimism, and above all for women.
The Avon Brands
Avon is an industry leader in anti-aging skin care products, fragrance, and color cosmetics. Its product line includes beauty products, fashion jewelry and apparel and features such well-recognized brand names as Avon Color, ANEW, Skin-So-Soft, Advance Techniques and mark.
Customer Segment
Women 25-34 years old
Elevator Pitch
For women of all ages, who have skin care concerns, Avon’s skin care products offer full spectrum skin care lines that noticeably reduce fine lines and wrinkles, evens out skin tone, and diminishes blemishes. Unlike other brands, Avon’s products are affordable and protect your skin from dryness and sun damage.
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CURRENT DIGITAL MARKETING EFFORTS: WEBSITE/BLOG
YourTimeToShineBeauty.com
The website was intended to be a one-stop-shop for all things Avon, however, the menu is a bit busy, the site is out of date, it’s not SEO optimized, and I do not create blog posts regularly.
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WEBSITE MENU: A CLOSER LOOK
• Avon Freebies and
Avon Brochure
pages are landing
pages that I’ve done
paid advertising on
in the past
• Avon Brands menu
has links to blank
pages and some
pages have
poor/blurry images
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CURRENT DIGITAL MARKETING EFFORTS: FACEBOOK & TWITTER
fb.com/YTTSB twitter.com/YTTSB
• Currently, the same posts are being
added to both the Facebook and Twitter
accounts. Any variations between the
posts are due to the character limit on
Twitter.
• Social media posts can be about Avon
products, holidays, recipes, health
topics, or day-of-the-week hashtags
• #MotivationalMonday
• #TrendyTuesday
• #WorkoutWednesday
• #ThankfulThursday
• #FashionFriday/#TGIF
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CURRENT DIGITAL MARKETING EFFORTS: SOCIAL MEDIA CALENDAR
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CURRENT DIGITAL MARKETING EFFORTS: SOCIAL MEDIA ADVERTISING
• Roughly 1 month prior to our
homework # 8 assignment to create a
social media ad, I’d actually ran a
Facebook ad where I targeted a
much wider demographic segment.
• I found that women ages 25-34 were
the highest responding demographic
segment, so when I created my ad for
Hmwk #8, I intended to target this
segment only
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CURRENT DIGITAL MARKETING EFFORTS: SOCIAL MEDIA ADVERTISING
• On that earlier ad,
I’d reached 15,297
people over a 14
day period
• The Response Rate
was 0.40% (Link
Clicks/Reach)
• I spent $1.01 for
every link click on a
total budget of $75
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CUSTOMER EMPATHY MAPThink & Feel (Internal Conversation)
• Self-conscience about skin
• Self-conscience of skin issues for her
age
See (Influences)
• Works with the public who can be
scrutinizing of people’s appearance
• Co-workers may comment on skin’s
appearance
• Neutrogena and Proactive are acne
products that are available
• Has sensitive skin which makes treating
skin care issues more difficult
Hear (Influences)
• Customers/co-workers commenting on
or asking questions about skin
• Teasing from co-workers
Say & Do (Behaviors)
• Soldier through with dignity & continue
on with workday, but is still aware of
the skin issues
• Tries different skin care products
(Neutrogena, Proactive)
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CUSTOMER PERSONA:
SENSITIVE SKIN SHARON
Background: Sharon is a full-time mother and employee. She works in a customer facing role, and works with the general public for a majority of her work day. She has worked for her current employer for over 20yrs. She is married with 2 adult children and one teenager
Demographics: 56yrs old, Dual head of household: $85K/yr, Suburban
Identifiers: Calm, Very customer service oriented, Open to trying new products
Goals: Sharon has had sensitive skin all her life and has dealt with acne issues since adolescence. Although acne decreases for a lot of adults as they get older, her acne has persisted into adulthood. She would also like to find a skin care product that is not harsh on her sensitive skin.
Challenges: Working in a customer-facing role makes her self-conscience about this skin issue because some customers either stare or comment on her skin. Her co-workers can also be a bit childish at times, and have been known to tease her about her skin problems. Sharon has tried many skin care products to deal with this issue, however, products such as Neutrogena and Proactive are either too harsh for her sensitive skin or don’t work. She is also concerned about finding skin care solutions that are easy on the wallet and that work quickly with noticeable results w/in a day or two.
What can we do: Avon’s line of acne skin care products are mild enough for her to use on her sensitive skin without resulting in excessively dry skin or skin peeling. Results are noticeable w/in her preferred time frame, and are priced much lower (Kit: $39 for 3 month supply) than products like Neutrogena and Proactive (Kit: $55)
Real Quotes: “My skin is sensitive, and I do have to be careful about what type of chemicals I use on my skin. Proactive made things worse, and so I didn’t use that anymore. Neutrogena was gentle, but it didn’t solve the problem for me.”
Common Objections: Avon products are cheap and don’t work. Avon is for old ladies.
Marketing Messaging: Avon offers skin care products that are mild enough for sensitive skin and show results within days of first use.
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TARGET AUDIENCE
•Women who are looking for daily skin care solutions with expectations of specific results at an affordable price.
•Daily moisturizer with SPF
•Skin-firming moisturizer
•Acne treatments
•Face mask treatments
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SETTING A MARKETING OBJECTIVE & DEFINING KPI’S
Traditionally, it has been difficult to engage people on social media and to entice them to make a purchase online.
My main marketing objective will focus on growing online revenue of skin care products by leading Facebook ad viewers through my sales funnel while also capturing contact information (name and e-mail) so I can nurture those leads via e-mail marketing.
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DIGITAL MARKETING OBJECTIVE:
IS IT S.M.A.R.T.?
Main Objective: Increase Online Sales, 10 New Sales per Month
S (Specific): Increasing sales is a very specific goal, not broad at all
M (Measurable): Measured in sales revenue generated or in the number of new sales
A (Achievable): Many Avon sales reps are selling successfully online
R (Realistic): As an online seller, it is very realistic to expect sales to result from advertising efforts when executed correctly
T (Time specific): Sales can me measured over a specific time period
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WHY INCREASE ONLINE SALES?: JUSTIFYING THE OBJECTIVE
• My last online sale was in
March 2017
• Customer purchased
perfume and matching body
lotion and shower gel
• Total purchase price: $45.97
• Skin care products are higher
price point items w/auto-
replenish option
• THERE IS MONEY TO
BE MADE HERE
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MEASURING THE OBJECTIVE: KPI’S
•KPI 1: Number of New Online Orders•This will be my main KPI for measuring sales because I’d like to see the total number of people making online purchases increase overall
•KPI 2: Ad CPC
•KPI 3: Ad Reach
•KPI 4: Number of Offer Redemptions from Ad
•KPI 5: Number of E-mail List Opt-in’s
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WHERE TO FIND THE KPI DATA
Avon Web Office – Admin
Dashboard
Facebook Ads Manager MailChimp/Leadpages
KPI 1: Number of New
Online Orders
KPI 2: Ad CPC KPI 5: Number of E-mail
List Opt-in’s
KPI 3: Ad Reach
KPI 4: Number of Offer
Redemptions from Ad
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DESIGN TACTICS & EXECUTE
Tactics used will focus around the landing page and Facebook ad at first.
Once testing is completed and an ad creative and offer are selected, I will focus on e-mail marketing.
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A.A.R.R.R.
Acquisition: My main way to communicate with potential customers is through Facebook. I could write a FB post that describes a problem (customer struggle) and describe how Avon products can help solve that problem and include a link to the product page in my web store. I can then boost the post to target people that might be searching for that type of product.
KPI: Post engagement
Activation: An e-mail newsletter would be a good way for me to engage potential customers. I think that people have negative preconceived notions about Avon products; they’re somehow subpar. A monthly/bi-weekly newsletters can be a good way for me to introduce Avon products to customers on a regular basis in a “problem/solution” format, which would hopefully generate interest or curiosity in the products over time. I’m hoping that that interest/curiosity would then lead to actual purchases.
KPI: Newsletter sign-up, E-mail open rate
Retention: Re-engage customers who did not open the e-mail newsletter (if it’s possible to narrow it down by e-mail address with MailChimp). Let them know what they’re missing out on. Avon always has a sweepstakes going on, and I can include the monthly sweepstakes in my newsletter and as part of the re-engagement e-mail I can prompt customers to view the newsletter so they don’t miss out on a chance to enter the sweepstakes.
I can also re-engage customers who’ve opened the newsletter e-mails and give more info on featured products from the newsletter. I can also include screen shots of customer reviews from my web store since people like to read reviews before they make a purchase.
KPI: E-mail open rate, Link clicks (I can track engagement by shortening the URL with Google URL Shortener)
Referral: I can create a system whereby a customer would e-mail me after they make a purchase saying that they were referred by “person A”. Once “person A” accumulates x-amount of referrals in 1 month, I can send them some free products.
KPI: # of referrals in one month
Revenue: Run Facebook ads targeting women looking for skin-care solutionsKPI: # of new sales, Revenue generated from sales
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AVAILABLE TACTICS FOR EXECUTING CAMPAIGN
•A/B test on the landing page (opt-in form vs. website registration)
• KPI’s: Total Page visits, Website registrations
•A/B test on the ad creative (image vs. cartoon)
• KPI’s: Ad Reach, Response Rate (CTR), and Cost Per Result (CPC)
•A/B test on the customer segment (25-34, 35-44, 45-54, 55-64, People who’ve liked my page)
• KPI’s: Response Rate (CTR), and Cost Per Result (CPC)
•Ad Offer: Avon Freebies vs. Promo Code
• KPI’s: Offer Claims, Cost per Offer Claim
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DEFENDING THE TACTICS
All of these tactics have the potential to increase sales.
Landing Page: Are people more responsive when I collect their info up-front with an opt-in form, or should I direct them directly to my webstore and hope they’ll register on my website and make a purchase?
Ad Creative: Do people respond better to a cartoon image or a real picture?
Customer Segment: Do previous ad results justify only marketing to women ages 25-34 yrs old? And which customer segment is more likely to result in a sale?
Ad Offer: Which offer entices people to move to the next level of my sales funnel? Does the prospect of providing their mailing address scare them off (Avon Freebies) and will a traditional discount offer entice them to browse my webstore after opting in to my e-mail list (only providing name & e-mail address)?
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FOCUSING ON ONE TACTIC-LEVEL KPI
Landing Page Split Test
I decided to start by testing the landing page, hoping it would move people to the next level of my funnel making an online purchase
KPI Focus: Total Page Visits for each landing page
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CAMPAIGN EXECUTION: AD
•The campaign was executed by running a Facebook ad
•The ad creative was created in Canva
•Campaign Goal: Increase online sales
•Target Audience:• Location: United States
• Exclude Location: United States: Alaska; Hawaii
• Age: 25 - 45
• Gender: Female
• People Who Match:
• Interests: Cosmetics, Beauty, Fashion and makeup, Kohl's, Personal care, Avon Products, Barack Obama, Shopping and fashion, J. C. Penney, amazon, Joel Osteen, Big Lots, Walmart, Skin care, Natural skin care, Target Corporation, Macy's, JustFab or Anti-aging cream
•Campaign Hypothesis: Offering free samples will help to increase sales on Avon web store
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CAMPAIGN EXECUTION: LANDING PAGES
The landing pages were created on LeadPages.net
Left: States the offer, shows an image collage created in Canva, followed by CTA button with promotion details below it.
Right: States the offer, shows image collage, details how to claim the offer, followed by e-mail opt-in form with CTA below it. Promotion details are below the CTA
Avon Freebies FB Ad – Increase Online Sales Avon Freebies FB Ad – Increase Online Sales Variation
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CAMPAIGN EXECUTION: HURDLES AND WORKAROUNDS
Possible Hurdle
There are several steps to qualify for the ad offer, and the steps may confuse people.
Workaround
Follow up with people who have opted-in to the landing page or registered on my webstore who have not made a purchase. Remind them they are only one step away from receiving their free samples. They only need to make a $25 purchase to qualify.
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MEASURE & OPTIMIZE
Measuring the results of the landing page A/B test combined with the Facebook ad results will show the ad’s overall success.
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AD RESULTS: LANDING PAGE SPLIT TEST WINNERAvon Freebies FB Ad – Increase Online Sales Variation
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AD RESULTS: LANDING PAGE SPLIT TEST WINNER
•LeadPages drove traffic to each page equally, however, the Variation landing page triggered more Unique Visits.
•This will be the main landing page format for future ads.
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AD RESULTS: FACEBOOK AD•Somewhat skewed data???
•Created two ads:
•FB Ad Objective: Impressions $75 Spent, CPC=$14.45
•FB Ad Objective: Traffic $40 Spent, CPC=$0.44
•The next ad should aim for a Reach of 10K+ since it appears that if
the 2nd ad had run longer it would’ve had a much higher Reach.
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CAMPAIGN OPTIMIZATION
Landing Page/Facebook Ad
• Change the offer to a discount code: WELCOME (20% off your 1st
order of $50 or more w/free shipping included).
• Less hoops to jump through to claim the offer, and people may be
more likely to make a purchase
Facebook Ad
• Select Traffic as the ad objective
• This objective is better suited for my marketing goals
• Focus on skin care in the ad creative
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MARKETING BUDGET: CURRENT RESULTS
Coming up with a profitable budget will be difficult given the current campaign results
I’m currently operating at a $138 loss.
Real DataHow Much Traffic Do We Need? How Much Will Advertising Cost? How much revenue will this bring in?
Price (AOV) $40 Visits 1,075 Visits 1,075 New Users 10
Goal ROI 20% Conversion Rate 0.93% CPC $0.50 Price $40
Goal New Users 10 New Users 10 Advertising Spend $537.63 Estimated Revenue $400
Average Conversion 0.93%
Expected Cost Per Click $0.50
What is the ROI?Est. Revenue $400
Spend $538
ROI -25.60%
Est. Gross Profit ($138)30
MARKETING BUDGET: DATA VARIATIONS
Real DataHow Much Traffic Do We Need? How Much Will Advertising Cost? How much revenue will this bring in?
Price (AOV) $40 Visits 10,753 Visits 10,753 New Users 100
Goal ROI 20% Conversion Rate 0.93% CPC $0.50 Price $40
Goal New Users 100 New Users 100 Advertising Spend $5,376.34 Estimated Revenue $4,000
Average Conversion 0.93%
Expected Cost Per Click $0.50
What is the ROI?Est. Revenue $4,000
Spend $5,376
ROI -25.60%
Est. Gross Profit ($1,376)
Even if the number of new sales were to increase to 100 per month, I would still be experiencing a loss.
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MARKETING BUDGET: DATA VARIATIONS
If the ad campaign results remain the same, then I would need to increase my Average Order Price to at least $54 to see an actual profit. This should be obtainable, as it is only a $14 increase, and can be obtained if the customer purchases multiple skin-care products at once.
Real DataHow Much Traffic Do We Need? How Much Will Advertising Cost? How much revenue will this bring in?
Price (AOV) $54 Visits 1,075 Visits 1,075 New Users 10
Goal ROI 20% Conversion Rate 0.93% CPC $0.50 Price $54
Goal New Users 10 New Users 10 Advertising Spend $537.63 Estimated Revenue $540
Average Conversion 0.93%
Expected Cost Per Click $0.50
What is the ROI?Est. Revenue $540
Spend $538
ROI 0.44%
Est. Gross Profit $2
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CLOSING
•Increasing sales is a very plausible digital marketing goal
•Optimizing the current ad campaign by making adjustments to the landing page, ad creative, and ad offer should make the ad more enticing and also easier for customers to redeem the ad offer
•Focusing on a target audience that is more open to skin-care ads will narrow the audience, but hopefully allow for a more targeted ad campaign with increased ad CTR and attract unique visitors who are more likely to make a purchase
•Implementing a monthly e-mail newsletter will also allow me to nurture my leads, build brand awareness, and build a relationship with my customers
•With further testing and nurturing of the leads collected though the opt-in form, I know that I will reach my goal of 10 new sales per month
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APPENDIX
Company And Customer Current Digital Marketing Efforts: Website/Blog
Website Menu: A Closer Look
Current Digital Marketing Efforts: Facebook & Twitter
Current Digital Marketing Efforts: Social Media Calendar
Current Digital Marketing Efforts: Social Media Advertising
Customer Empathy Map
Customer Persona: Sensitive Skin Sharon
Target Audience
Setting a Marketing Objective & Defining KPI’s Digital Marketing Objective: Is it S.M.A.R.T.?
Why Increase Online Sales? Justifying the Objective
Measure the Objective: KPI’s
Where to Find the KPI Data
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APPENDIX
Design Tactics & Execute A.A.R.R.R.
Available Tactics for Executing Campaign
Defending the Tactics
Focusing on One Tactic-Level KPI
Campaign Execution: Ad
Campaign Execution: Landing Pages
Campaign Execution: Hurdles and Workarounds
Measure & Optimize Ad Results: Landing Page Split Test Winner
Ad Results: Facebook Ad
Campaign Optimization
Marketing Budget: Current Results
Marketing Budget: Data Variations
Marketing Budget: Data Variations
Closing
Appendix
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