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BUSINESS MODEL
Ocean & Earth manufactures and sells the world’s leading surf accessories and lifestyle products across 30 countries worldwide using the following channels;
RETAIL PARTNERS
INTERNATIONAL LICENSEE
O&E BRICK AND MORTAR STORES
ONLINE STORE
VALUE PROPOSITION Ocean and Earth surf accessories and lifestyle products have been tested and proven by the world’s best surfers since 1979; offering the world’s largest range of quality and innovative products for those people who are passionate about surf and travel.
BUSINESS CANVAS KEY PARTNERS • International
Licensees • Retail Partners • Suppliers • Banks • Government • Big Commerce • Software partners
KEY ACTIVITIES • Production • Selling • Distribution • Marketing • Accounts Receivable
KEY RESOURCES • Sales Team • Production/Design
Team • Distribution and
warehousing • Developers/IT • Customer Service
VALUE PROPOSITIONS
• World’s largest range of quality and innovative surf hardware
• Tested and proven by the world’s best surfers since 1979
CUSTOMER RELATIONSHIPS
• Sales Reps • Customer Service • Social Media
CUSTOMER SEGMENTS
• Surfer 35-44 male (30%) • Surfer 25-34 male (25%) • Surfer 45-55 male (20%) • Surfer 18-24 male (10%)
CHANNELS • Online store • Retail partners • O&E Brick and
Mortar stores • International
Licensee
COST STRUCTURE • Cost of goods • Distribution costs • Marketing costs
• Salaries/Commissions • Bank loans
REVENUE STREAMS • Surf accessories • Surf Fashion clothing • Domestic and International sales • 3rd party production • Royalties
CUSTOMER JOURNEY
Awarness Consideration Purchase Retention Advocacy
DISPLAY ADS
PRINT ATHELTES
ECOMMERCE STORE
BLOG
REVIEWS
SOCIAL NETWORKS
EMAIL FAQ
WORD OF MOUTH
SOCIAL
SOCIAL PAID
GOOGLE ADS
EMAIL PROMOTIONS
NEWSLETTER
GOOGLE SEARCH
CUSTOMER PERSONA
• 35-44 year old male
• Finished secondary school (high school)
• Income of $60,000
• Married with young family of two
• Works in the construction industry
TIM THE CONSTRUCTION WORKER
Thinks & Feels • Worries about the mortgage
• Loves taking the kids to the beach
• Would love to surf more
• Needs a new wetsuit for winter as his current wetsuit has holes
Hears • Checks Facebook once a day
on his mobile
• Watches his favorite surfers on WSL.
• Listens to friends who just got back from surf trip
Say & Do • Surfs twice a week
• Checks surf forecast when gets to work
• Loves to debate politics
• Friendly guy, looks after the younger kids at the beach
See • Lives in a 3 bedroom
modest house
• Neighborhood is working class
• Best friends live close by
• House is always messy due to the kids
CUSTOMER PERSONA
• 25-34 year old male
• Income of $40,000
• Single looking for girlfriend
• Just starting his career after finishing university. Is in the Tech Industry
• Rents an apartment with friends
KALANI THE 1ST YEAR GRAPHIC ARTIST
Thinks & Feels • Needs to start saving more money
• Has to take work more seriously
• Needs to party less on the weekend
• Wants a the best wetsuit on the market this winter
Hears • Checks Facebook and
Instagram every hour on his phone
• Stabmag.com is his favorite website
• Loves debating best surfers with his mates on the couch
Say & Do • Surfs everyday if he can
• Buys 50% of his products online, usually through Google search
• Wants to keep his abs, so works out a lot
• Looking for a girlfriend
See • Lives in a shared apartment
with his mates
• Gets the train to work but takes too long
• Neighborhood is run down but has some good bars
MARKETING OBJECTIVE Ocean and Earth’s goal for the 1st quarter (Jan-March 18) is to increase Australian website sessions to our recently launched new wetsuit range by 100% (MoM), in order to increase wetsuit revenue in Australia to $900.
2018 WETSUIT RANGE ! Best Quality
! Best Prices
! World’s Easiest Entry - Zipperless Wetsuit
KPIS AND METRICS ! Increase sessions of wetsuit page to 340 per
month
! Increase conversion rate to 1.0% from wetsuit page
! Increase wetsuit revenue to $900.00
! Return on ad budget x 2
! Budget = $450.00
LAST MONTHS KPIS
170 Sessions
SOURCE: Google Analytics December 12TH 2017 – January 12th 2018
0% Conversion Rate
$0.00 Revenue
TACTICS
75% Of Customers Are
Aged Between 25-55
95% Of Customers Visit Website Through
4000 Database With High
Conversion Rate
FACEBOOK ADWORDS EMAIL
TACTICS IN THE MARKETING FUNNEL
FACEBOOK ADWORDS EMAIL
$20 Budget
CPM KPI
$127 Budget
CPC KPI
$123 Budget
CR% KPI
$60 Budget
CPC KPI
$120 Budget
CR% KPI
$0 Budget
CR% KPI
AWARNESS
CONSIDERATION
PURCHASE
RETENTION
AWARNESS
TEST A TEST B
M 25-34 • Wetsuit • Surfing • World surf league • Mick Fanning • Rip Curl
M 35-44 • Wetsuit • Surfing • World surf league • Mick Fanning • Rip Curl
$20 Budget
$3.50 Cpm target
$20 Budget
$4.00 CPM target
3 days
FACEBOOK RESULTS
AWARNESS
4773 Impressions
TEST A, 35-44 Optimization
$4.19 CPM
$0.19 over FAIL
TEST A
TEST B
CONSIDERATION
TEST A TEST B M 25-34 • All website visitors • Wetsuit page visits • People engaged on FB • Lookalike email
M 35-44 • All website visitors • Wetsuit page visits • People engaged on FB • Lookalike email
$127 Budget
$0.60 CPC target
3 days
FACEBOOK RESULTS
121 Clicks
TEST B, 35-44 Optimization
$1.05 CPC
$0.45 over FAIL
CONSIDERATION
TEST B
TEST A
PURCHASE
TEST A TEST B M 25-34 • Visited wetsuit page • No purchase 90 days • Add to cart no purchase
M 35-44 • Visited wetsuit page • No purchase 90 days • Add to cart no purchase
$123 Budget
1.5% CR target
3 days
FACEBOOK RESULTS
0 CR%
TEST B, 35-44 Optimization
$0.85 CPC
Incomplete Audience too small
NOTE: Audience was too small to complete tactic. Only $17 was used of the $123 budget saving $106 on total budget.
PURCHASE
TEST A
TEST B
ADWORDS
CONSIDERATION
TEST A TEST B • Ocean and Earth wetsuits
• Wetsuits online • Women’s wetsuits • Women’s wetsuit sale • Best wetsuits for surfing • Wetsuit brands • Wetsuit • Wetsuit sale
25-44 Males
$60 Budget
$1.00 CPC target
3 days
ADWORDS RESULTS
56 Click
TEST B Optimization $1.05
CPC
$0.05 over CLOSE
CONSIDERATION
ADWORDS
PURCHASE
TEST A TEST B • Buy wetsuits • Where to buy wetsuits • Wetsuits sale online • Wetsuit sale near me • Wetsuit shop near me • Buy wetsuits online • Wetsuits clearance • Where can I buy a
wetsuit
25-44 Males
Visited store last 90 days
$120 Budget
1.5% CR target
3 days
ADWORDS RESULTS
0 CR%
TEST A Optimization $1.59
CPC
1.5% off FAIL
PURCHASE
EMAIL MARKETING SUBJECT LINE: “DON’T GET COLD THIS WINTER”
PURCHASE
30% Open Rate Target
5% CTR Target
EMAIL RESULTS
30.6 OR%
0.6% higher SUCCESS
5.1 CTR%
0.1% higher SUCCESS
PURCHASE
KPI RESULTS
NOTE: Google Analytics was not correctly set up for tracking Revenue. Revenue and CR% was tracked through big commerce. 3 wetsuit transactions were reported through the consideration stage. SOURCE: Google Analytics January 13TH 2018 – February 11th 2018
449 SESSIONS
0.66 CR%
$790 REVENUE
2.3 AD RETURN
$344 COST
109 MORE SUCCESS
0.34% off FAIL
$110 off FAIL
0.3 HIGHER SUCCESS
$106 SAVED SUCCESS
OPTIMIZATION
• Better content
• Test more Audiences
• Bigger budget to get quality data and traffic
• Test more ad creatives and extensions
• Test more keywords and for longer period
• Bigger budget to get quality data and traffic
• Invest more budget into Adwords
• A/B test subject line
• Segment audience better
• Work on better email copy
FACEBOOK ADWORDS EMAIL
NOTE: FIX DIRECT REVENUE ATTRIBUTION IN GOOGLE ANALYTICS
Q&A Marketing Campaign by Phil Macdonald
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