KLEUR TONACITY The Target Audience

Transcription

1 KLEUR TONACITY The Target Audience - Kleur Tonacity needs to cater to increasingly busy, stylish and savvy women, whose hair-colour choices go beyond just the colour itself. It takes into account a style and feel; level of convenience and accessibility; pricing; customer satisfaction and a variety of other factors. - Technology advancements, growth in social networks and increasingly tech-savvy women are researching products, brands and user-experiences more than ever before, with 45% of women researching both offline and online through the following channels: OFFLINE - Word of Mouth - Magazine articles - In-Salons ONLINE - Search Engines - Blogs - Social Networks - Our research suggests women go beyond searching for brands, and often focus on the experience, how-tos and review websites, with search queries such as what hair colour suits me? and how to dye my hair. Women s fears of poor quality home-hair-colouring has also triggered rapid growth in online videos demonstrating how to use the product effectively. - Research also suggests that Kleur Tonacity s target demographic typically read premium fashion titles such as Vogue, Marie Claire, Elle & Grazia, suggesting that their style choices, and potentially therefore their hair colour, are dictated by modern fashion trends. Sources Include: Consumerbarometer.com Google Trends Google AdWords

2 KLEUR TONACITY The Competitive Landscape The landscape for hair colouring is fiercely competitive. Many brands have existed for decades; others are relatively new to the market. They also vary in terms of their online & offline presence some having built solid online foundations, and others are still reliant on ATL activities. By focusing on the gap between poorer-quality home-colour kits and more expensive salons, Kleur Tonacity will have to compete with both: HOME HAIR-DYE COMPETITORS WELLA: Main Social Channel: Facebook Content: Mostly best practise guides, hair trends & promotions Social Presence: Facebook 880 K Twitter 7.5 K Instagram 17 K YouTube 7 K CLAIROL: Main Social Channel: Twitter Content: Largely consists of promotional offers, expert tips and hair trends are most effective for engagement 836 K 73.2 K K L OREAL: Main Social Channel: Instagram Content: Hair styles, celebrities and product recommendations appeal the most 252 K 62.2 K 51 K 17.6 K SALON COMPETITORS High-Street: Rush - Powerful high street presence. - Reasonable Facebook presence 10,116 fans Toni & Guy - Successful high-street salon - Successful on YouTube (63,000) - How To tutorials and behind the scenes backstage access Upmarket: Nicky Clarke Charles Worthington - Image / appeal of quality & established brand - Slow in digital space only 3.5K Facebook fans - Low digital profile & slow to digital market. - Charles Worthington has 31,000 Facebook fans. Source: Competitor research compiled here: Competitor Breakdown Social Presence

3 KLEUR TONACITY Communications Breakdown Kleur Tonacity s historical budget was split 70/30 across TV and Premium Press media. Given the fundamental changes in shopping behaviour demonstrated through our research, we would recommend the following split: 40% Online Media 40% Television Advertising 20% Premium Print Magazines MAIN CONSIDERATIONS - Online & offline activity both influence buying decisions & brand perception - Multi-device interaction requires mobile-friendly website so content can be easily consumed - Competitors have established products, Kleur Tonacity will need top search placement to gain traffic and +ve brand perception - Consumers purchase both on and offline ONLINE MEDIA Purpose: Cater for customers who conduct their research online and complement ATL marketing spend Priorities: - Website SEO & PPC - Results ranking & visibility. Responsive website for mobile - Social Networks - Social virality and digital word-of-mouth - Blogging Community - Endorsement highlights product effectiveness vs. competitors - Online Video - Cater for how-to-use research and product demonstrations TV ADVERTISING Purpose: Spread awareness to wider audience, compete with established brands Priorities: - Targeting - Placement during shows popular with target audience - Net Promoter Score - Determine brand recognition & consumer propensity to recommend - Branding - Ensure product effectiveness & superior brand is highlighted throughout - Endorsement - Opportunity for celebrity endorsement to drive aspirational brand image PREMIUM PRINT MAGAZINES Purpose: Compliment Online & TV spend with placement in relevant magazines Priorities: - Placement - Complement ATL & Online Spend with advert placements - Branding - Deliver brand value & aspirational appeal - Message Consistency - Maintain consistency across multiple channels - Product Trials/Tests - Offer opportunities for readers to trial packs & become brand advocates

4 The buying cycle is no longer a linear pathway, nor is it limited to a single medium or device. Kleur Tonacity will have to manage campaigns across numerous devices, through existing ATL mediums, and compliment these with constantly up-to-date online activities depending on where a user is in the buying cycle. Social interaction and brand recognition needs to be leveraged throughout, whilst website content is built with both search engines and users in mind - optimised through search query evaluation. 5. MEASURING SUCCESS + OPTIMISING THE CYCLE - Optimise the channel investments and methods based on insights from - Online surveys & user feedback - Data collection from website analytics - Social data & performance - Best performing channels 1. GENERATING AWARENESS - PPC & Display advertising - Partnerships with online blogs, online retailers & other editorial sites - Paid Social activity to drive awareness through primary social channels (Facebook, Twitter & YouTube) - Celebrity endorsement to drive aspirational appeal - Optimised search visibility & SEM 4. BUILDING ADVOCATES & REMARKETING (SMOT) - Gaining user feedback via online retargeting at point of sale or via - Review of forums, blogs and social networks to understand brand perception - Remarketing via or display for early adopters to drive advocacy. 2. REASSURANCE & EVALUATION (ZMOT) - Online How-to videos demonstrating product effectiveness - Update existing website for mobile functionality - Choice of partnering online retailers for brand reputation - Strong search ranking to ensure visibility and brand reputation - Consistent messaging across mediums, devices and social networks 3. MAKING THE DECISION > MAKING THE PURCHASE (FMOT) - Affiliate partnerships with online retailers, blogs and digital magazines - Mobile push notifications with geo-fencing to target in-store purchase - Automatic retargeting of online cart abandonment to drive conversion Sources: Delivering Branding Value Through High Impact Digital Advertising How To Make The Zero Moment Of Truth Work For You

5 GENERATING AWARENESS Generating awareness is a key part of this marketing strategy, and will operate on and offline. Existing ATL activity TV and Press are traditionally the media of choice for generating awareness, however with the growth of the always-on, always-online generation, Kleur Tonacity will need to generate an online buzz as well. ONLINE The online journey plays a crucial role in customers discovering and interacting with brands and new products. PPC / DISPLAY Optimising the search engine space with carefully placed ads based on popular search queries, will help to keep Kleur Tonacity in the minds of consumers. Display advertising and retargeting will ensure active visitors continue to see and hear about the brand. ONLINE RETAILERS Online shops (eg. Net-a-Porter, HQ Hair, allbeauty.com) or aggregators allow quicker comparison and discovery for the end user. Kleur Tonacity could partner with them on an affiliate basis, again creating awareness to wider audiences. SEARCH It all starts with a search. Overwhelmingly, online traffic is governed by search engines. >65% expect the best brands to rank at the top of search results. An effective SEO strategy, combining well written content to cater for search queries and an organic link-building strategy will help ensure a powerful presence on Google, Bing & Yahoo. PAID SOCIAL The social stage has allowed traditional wordof-mouth marketing to take on a new sense of virality. Setting up Facebook and Twitter pages will facilitate paid advertising that could have a reach of millions, and directly target key demographics. OFFLINE Offline stimuli are still an essential part of any marketing strategy. It is vital therefore for Kleur Tonacity to maintain offline marketing investment TV ADVERTISING TV Advertising, although expensive, allows for far quicker spreading of awareness. This can be targeted around specific times and shows to coincide with Kleur Tonacity s target audience s viewing habits. CELEBRITY ENDORSEMENT Celebrity endorsement can have an immensely powerful impact on brand image and customer perception. Partnering with Rachel Weisz as the brand ambassador will help to exemplify the quality and aspirational appeal of the product. IN-STORE A customer s experience of the brand in store can significantly impact the longer term perception of the brand. This will largely come down to store advisors / beauticians, but will also take into account product placement, shelf - eye level, lighting and numerous other factors. MAGAZINE / PRINT As women consider their hair as part of an overall style, well-placed messages in premium magazines (Grazia, Red, Elle etc) can influence buying decisions and brand impression. STORE SELECTION Partnering with major department stores will help to confirm Kleur Tonacity as a quality product, and avoid competition with supermarkets and poorer quality home-colouring kits.

6 REASSURANCE & EVALUATION The modern audience is now attuned to making considered purchases involving research and evaluation. This occurs both online and offline, however the wealth and accessibility of data online means that much of the research will be done digitally. BLOGGING Prospective customers, whose research habits are increasingly based online, will quickly form opinions of a brand based on customer reviews, satisfaction ratings and influential blogs or social mentions. Partnering with influential bloggers & vloggers will reassure prospective customers of Kleur Tonacity s quality and effectiveness. SOCIAL Social networks allow users to get opinions and reviews from far more people than traditional word of mouth. Kleur Tonacity should therefore look to combine its video content with Facebook and Twitter to ensure users get a consistent message across all channels SEARCH Ranking well within the search engine space can have a very powerful impact on brand reputation. Not only are you easy to find, but >65% expect the best brands to rank at the top of search results. VIDEO Home-colouring techniques and how-to guides are also key. YouTube channels (eg. Luxy Hair / Lauren Curtis) can help highlight product effectiveness or ease of use, thereby alleviating any concerns over home vs salon results. OFFLINE Buying decisions and brand impression can both be affected by a brand s offline activities. Magazine articles, in-store advisors and placement at flagship department stores will help to alleviate customer concerns and drive them to convert over competitors MAKING THE DECISION > MAKING THE PURCHASE With customers purchasing both on and offline, the journey needs to be optimised on all fronts: PACKAGING Packaging can be one of the most important factors when it comes to the purchase often generating perceived additional value (Louis Cheskin (1940s) concept of Sensation Transference). This can mean the difference between your brand and a lesser competitor. ONLINE RETAILERS Online retailers usability can have a massive impact on conversion rates. Kleur Tonacity will need to consider which 3 rd party websites will be best to maximise performance without affecting brand reputation. Fortunately, online retailing allows for more comprehensive tracking and faster comparison of results, allowing for quicker optimisation. IN-STORE There are several factors impacting the purchase moment in-store. These can include product placement & visibility, advisors recommendation, proximity to the checkout, shelf-eye level. It is essential that Kleur Tonacity optimise these variables so as to optimise the conversion opportunity. KLEUR TONACITY S WEBSITE Kleur Tonacity will not only have to consider any 3 rd party online retailers they partner with, but also ensure their own website allows for users to buy directly. This requires a smooth and userfriendly website set up, mobile responsiveness for mobile users, and have secure checkout pages. This will need additional website development, however there are numerous benefits to owning the end transaction, including opportunities to remarket, cross sell and encourage advocacy.

7 BUILDING ADVOCATES & REMARKETING Getting customers to buy your product is no longer the end game. Kleur Tonacity will want to build a brand that lasts, one that delivers time after time and becomes part of a woman s styling routine. This can only be achieved through encouraging customers to become brand advocates, remarketing to early adopters and providing incentives to re-purchase and re-advocate. REMARKETING During any online purchase (either directly or via partnered 3 rd party retailers), Kleur Tonacity can encourage users to sign up to receive special offers and monthly newsletter from the brand. In gaining an address, Kleur Tonacity will be able to contact customers via which has shown to be an incredibly powerful remarketing tool. LOYALTY PROGRAMS Loyalty programs as part of broader CRM marketing can encourage repeat purchase, incentivise advocacy and be in themselves reason to choose Kleur Tonacity over competitor brands who do not offer these incentives. DISPLAY REMARKETING After a purchase or perhaps after they have left the site, display marketing can be used to follow users in their online journeys, thank them for the purchase, and encourage a range of additional actions, be it review or rate the product, and refer friends to use it DIRECT SOCIAL CONTACT At the point of online sale, encouraging users to share their buygin experience can serve the brand in several ways. Not only are the signals to search engines given a boost, but prospective customers researching the brand are provided with genuine customer feedback arguably one of the most powerful influences when considering a purchase.

8 MEASURING SUCCESS + OPTIMISING THE CYCLE Google Analytics will be used in order to monitor and evaluate performance across all digital activity throughout every stage of the buying cycle. This will allow Kleur Tonacity to not only test various content, but optimise their messaging and it s timing so as to improve website traffic and conversion, thereby also allowing them to distribute their online media budget into the best possible channels. Below is a breakdown of metrics to track at every stage of the cycle. 4. BUILDING ADVOCATES & REMARKETING - New visits vs. repeat visits via Google Analytics - Number of online survey results - Social interactions, YouTube visits - Net Promoter Score measuring brand recognition before and after marketing activity - sign ups, conversion rate 3. MAKING THE DECISION > MAKING THE PURCHASE - In-store foot-fall and point of sale tracking - Online affiliate sales via 3 rd party partners - Sales via Kleur Tonacity website - Testing various forms of packaging to ascertain best performing model 1. GENERATING AWARENESS - Website frequency and recency of visit, longer visit duration, increased number of return & new visits, - Net Promoter Score to measure brand recognition and customer propensity to recommend before and after marketing activity. 2. REASSURANCE & EVALUATION - Increased engagement across social networks, sign ups, YouTube channel views. - Increased number of likes, follows and comments through social channels - Improved search rankings for primary search queries. - Increased volume of search traffic on specific keywords

9 KLEUR TONACITY Executive Summary - This strategy has aimed to put in place methods and functionality to provide the best possible experience for busy, stylish women who are looking to colour their hair. Moreover, we have suggested routes towards advocacy and generating repeat purchases through loyalty and remarketing programs. - Increasingly, our target audience want to be inspired by fashionable trends, engaged by useful and informative content (be it on or offline), and ultimately rewarded for using our product over another. - With this in mind, we suspect a customer journey could map out as follows: 4. BUILDING ADVOCATES & REMARKETING - Encourage post-sale advocacy by sharing new hair colour as part of a Kleur Tonacity community on social channels - remarketing content can be dynamically built around whether a user has bought, used and/or shared the product - Loyalty program & display remarketing can encourage users to share their experiences with others 1. GENERATING AWARENESS - Watches TV and sees Kleur Tonacity s advert with brand ambassador Rachel Weisz - Reads magazine, and finds either an article on the best hair colouring treatments, or an advert for Kleur Tonacity s new product range. - Sees display advert or paid social advert advertising Kleur Tonacity 3. MAKING THE DECISION > MAKING THE PURCHASE - Using the known address, Kleur Tonacity can target that user with newsletter / editorial content links to videos, styling guides and other engaging content - Kleur Tonacity can also provide coupons and invitations to launch events - Buys the product either during a visit in-store, or online 2. REASSURANCE & EVALUATION - Researches online via Google & various beauty blogs. - Looks up Kleur Tonacity website to discover more signs up to enter competition to be one of the first to receive new product launch event - On Facebook a user searches for customer reviews or legitimacy of brand via number of followers. - YouTube videos from Facebook page allow user to engage with the brand and understand how well it works.