Draft tonacity presentation aj

Kleur Tonacity, have it all…

Tonacity is a revolutionary new hair colouring product that gives a full tonal effect without the need for a visit to the hair salon.

Target customer & campaign theme

Key ObjectivesCreate awareness of new product and brand nameOvercome barriers to purchase by inspiring and convincing target consumerIncrease SalesEngage with target customer across all offline & online comms channelsCreate a buzz around the product on social mediaCapitalise on market gap between existing home colour market and hair salons.Build product loyaltyDrive advocacy

Over-arching campaign theme Today’s busy working woman is determined to “have it all”

Campaign SolutionsCreate an inspiring and aspirational role model relatable to professional business women with/without childrenUse a word play on “Tonacity” using the meaning of “tenacious” to reinforce a key personality trait of target consumer and retention of brand name.Piggyback on other established high end brands to help position the brandUse leading women’s magazines, stores, brand names, TV to reinforce and drive awareness online that is supported by youtube, mobile, twitter, facebook etc...

Competition & budget re-positioning

Budget Problem: Current70% TV, 30% Print – will not reach your target customer

Budget Solution: Recommended 40% TV, 30% Print, 20% online advertising, 10% social media – gives you 4 key routes to target customer

home colour

kits

Hair Salons Tonacity

Purchasing customer journey

Purchasing customer journey - Tonacity

Integrated Marketing campaign

Create a visual showing the offline online inter-relationship and some stats to back up why this is the most effective type of marketing

Digital breakdown

Complemented by traditional

TV campaign is the launch of new product, Tonacity with a relatable “typical user” introduced Link to taster application demo on youtube via POS promotional material introduced in key stores via VIP launch beauty loyalty cardholder events“Before and after” print advertisements in women’s magazines – “after” picture activated by mobile phone creating a virtual experience over the “before” pictureLink to full video demo on packaging readable and viewable by iphone/smartphone before applicationMoney off vouchers introduced at store VIP beauty nights and through traditional print ad campaigns to those who engage with the print adUses our favourite tool – mobile

ROI - suggested metricsIncrease in salesEmail No of likesIncrease in twitter followers, no of reweets, #haveitall postsWebsite analyticsGoogle AdwordsInstagram – how do you measure use?Pinterest Linkedin?No of likes/views of application demo– YoutubeNo of Print/iphone interactive uses of “before & after” Radio?TV?

Index

Image Sources: Google, PinterestResearch Sources: Tom RhodesGoogle Squared CourseNatalie Eagling