Marketing proposal for the launch of a new female beauty product - Kleur Tonacity

TONACITYColour in your control

TONACITYColour in your Control

Group 10: Module 3 Project

TONACITYColour in your control

What we know…•Kleur Tonacity’s marketing strategy no longer reflects current digital industry trends in the hair care market

•The historical 70/30 budget split across offline and online media no longer represents a relevant investment model

Industry trends…•78% of CMO’s think custom content is the future of Marketing. Digital has possibly the best channels for custom content

•£6.3 billion was spent on digital Marketing in 2013 – Why? Because it works!

•55% of Marketers have increased their digital budgets in 2013

•14% of consumers have bought something they Encountered on social media

• Inbound Marketing leads to 54% more leads than traditional outbound media

What we can do…•Bring Kleur Tonacity to life by telling stories through offline and online Hero content

•Brand endorsements by recognized personalities

•Integrate social media and digital channels across all offline media

• Initiate conversation and emphasize time-saving benefits of Kleur products

How we’ll measure success…• Increase ROI via online activity

• Increase in-store purchase through Mobile App

•Social Media engagement and endorsement

•Drive online purchase through display advertising

•Aided brand awareness and top-of-mind awareness

Executive Summary

Our integrated marketing campaign strategy will see traditional media serve as a key driver for social and digital engagement from Kleur Tonacity users, while new content and increased activity will endorse brand and build loyalty from users

TONACITYColour in your control

Current MarketplaceBusy marketplace with established and engaging brands across most digital channels

TONACITYColour in your control

Customer ProfilesBusy working women who are already engaged in the digital world

Alice RedmondAged 30-40 Married, 3 childrenHR Manager, full-time

Likes…Brands that tell stories – a personal touchTo save money where possibleEmpowerment and inspirationTo be in control of her life and choicesTo look and feel fit and healthy

Dislikes…Impersonal tone and bombardment of messagesComplicated purchase systemsLimiting time at home

Downton Abbey, True Blood, The X

Factor, Loose Women, Rachel

Khoo, Nigella Lawson, Strictly Come Dancing

BBC Radio 1, 2 & 4, Magic, Smooth FM,

Spotify, iTunes

Vogue, Elle, Grazia, Marie

Claire, Harper’s Bazaar, InStyle,

Red

John Lewis, Waitrose,

House of Fraser

Television ShoppingMagazinesRadio/Music

Jane ClarkeAged 50+Divorced, 2 childrenAdvertising Executive, full-time

Likes…To feel connected To look and feel youngerRecognizable brands and personalitiesAdditional information: instructions, examples, case studiesOffers and discounts

Dislikes…Feeling embarrassed about grey hairsConfusing technologyFeeling old and out of touch

Based on audience surveys and independent studies, we know that Kleur Tonacity target customers already spend a lot of time online and communicate, shop and learn via digital channels

TONACITYColour in your control

• Women are driven to buy home hair-care based on speed of use

• Also by the fact that they can have fabulous hair at a time that suits them in their lives and it is more under their control

Insight

• Become the brand that helps women make the most of their lives by taking control and empower them to do the things they love on their terms

Strategy

• All tactics will be based around the concept of empowering women especially with a Tonacity focus of having fabulous looking coloured hair

• Practical tools to help women manage their day to day looks and life

• Sponsored online tutorials and events, e.g. new ideas on hair and beauty, with other media empowering women

Tactics

Kleur Tonacity Colour in Your Control

TONACITYColour in your control

Touch Point MAP

Word of Mouth

Search

Retail

Review Sites

Social Media

Website

StimulusIntegrated marketing campaign to drive brand awareness, target key influencers•SEO, Google Adwords, Blog on Kleur website

•Offline media: television, radio, print advertising

•E-Newsletters and direct mail to Kleur customers and targeted data

Zero Moment of Truth Provide relevant, timely and contextual information•Remarketing on brand websites•Display advertising on review/comparison sites

•Social Media – Infographics, Hero content•Offline reviews•Celebrity endorsements through YouTube partners

First Moment of TruthInfluence decision-making•3rd Party Websites – Ocado, The White Company etc.

•POS in major retailers and branded packaging

• In-store Advisers and free consultations•Mobile App•Push messaging

Second Moment of TruthMaximize user experience, drive engagement, promote ease of use•FAQS and Online Tutorials•Promote Bespoke Application tool through Hygiene content

•How-to videos based on Twitter queries

Ultimate Moment of TruthDrive loyalty and advocacy, offer more than just hair products – way of life•Push Pinterest and Instagram on all channels

•Encourage sharing on Facebook and Twitter•Loyalty Program – competitions, gift packs•Support network – life coaching, mentors

Touch point (Area of Interaction)

Moment of Truth (Critical Interaction)

Customer Journey

Stimulus ZMOT FMOT SMOT UMOT

40%20%

15%

15%10%

Percentage of budget per stage of customer journey%

TONACITYColour in your control

• SEO

• E-newsletters & direct email

• Kleur Stores• Banner Ads & Booth for

Tonacity• Barcode that links website

• Google AdWords:• Television advertising• Print Ads in targeted publications

• Grazia, Woman & Home, Vogue, Elle

• Outdoor Advertising• Display Advertising• Social Media Advertising

• Create Hero content for Twitter, Facebook, Instagram and YouTube• Include handles and promote hashtags through media campaign e.g. #colourcontrol,

#tonacity

TV Ads on Loose Women & The X Factor – 4 Part Story-telling Ads emphasizing speed of application

X Factor contestant

arrives home and opens Tonacity delivery

Applies Tonacity following quick and easy steps

Checks clock 5 minutes

after, washes off and blow-

dries hair

Dressed and ready to join

crew for tonight’s audition

Ad 1 Ad 4Ad 3Ad 2

Inspiring CustomersIntegration of traditional media with online and digital platforms

Budget: £1.2milion

TONACITYColour in your control

Owned

Bought

Earned

Brand Engagement OnlineIntegration of traditional media with online and digital platforms

Budget: £0.6milion

Tutorials Competitions

Celebrity endorsements

“Here’s the Science bit”

Online Salons Mobile Apps

Shared content

Sponsored Facebook / Display Ads

www.tonacity.co.uk/watch 12 August 2014 – uploaded by TonacityHow to create fabulous hair colour at home

Tonacity UK

Tonacity UK

TONACITYColour in your control

Engagement at Purchase

Point of Sale and Mobile

3rd Party Websites

How-to video content

Budget: £0.45milion

TONACITYColour in your control

OWNED•Website application support:•QR code included in product packaging to direct people to website containing:•Online tutorials•Animations of how the applicator works

• Inspiration galleries•Tips from ambassadors e.g. Sophie Dahl

•Mobile App updates - refresh user experience and keep them engaged

•Life management tools:•Reminder tool to set alerts for dates to re-apply

•Register for style updates•Direct customers to follow Tonacity inspiration on Instagram, Facebook , and Pinterest boards

•Push challenges and competitions out via SM

•Have chat board on website to allow user to interact and share experiences/ask questions

BOUGHT•Premium search ads on YouTube search for•How to colour hair•Home coloring• Include video extension to drive traffic tutorial videos for iPad/mobile devices

•Paid for Facebook/Instagram mentions from celebrity ambassadors

•Buy Evernote widget to Integrate diary reminders to calander reminder service to insert notes in Evernote, and add to re-do colour on regular basis

•Facebook and Google ads highlighting popular Tweets - ‘@KleurTonacity - my life has been transformed by your product - quick, easy, and stress-free! #colourinyourcontrol’ > call to action ‘Join the discussion now’

EARNED•Dedicated forums for customer own tips on how to look great on a busy schedule e.g. •Managing beauty with young children

•Beauty while travelling•Forum linked to Instagram and Pintrest

•Re-post user content on YouTube channel -

•Poster user tags and comments on Facebook page

•Answer questions and offer quick fixes to problems in fun and easily digested videos

•Develop customer case studies to share

•Drive media coverage with:•Free samples•Blog-ups on hair tips•Tutorial salons at annual ‘fashion nights out’

www.tonacity.co.uk/watch

12 August 2014 – uploaded by TonacityHow to create fabulous hair colour at home

A Great Brand ExperienceBudget: £0.45milion

TONACITYColour in your control

Owned: Rich social content on the Kleur Tonacity website•Website - increase blog activity with forums and chat rooms to generate more discussion, highlight key tweets and develop stories about our users

•Mobile App updates - refresh user experience and keep them engaged• Enable users to follow their celebrity stars with series type content for users to watch and interact with and share with their friends

Bought: used paid media to extend reach and drive additional interest • Roll-out of television ads highlighting success of product with users - stress importance of time-saving benefits - promote hashtags to push conversation and engagement

• Promote User generated YouTube Ads• Retweets success stories and how user are taking control daily via Twitter• Bought Print ads in beauty and fashion magazines using ‘Women in control ‘ ambassadors to increase interaction and conversation

Earned: build community hubs and encourage shared experiences on social networks•Pinterest - huge push for users to share photos of experience, success stories, key life moments, e.g. weddings, birthdays etc.

•Create bespoke cover photos for Facebook users to upload to their profiles - promote loyalty to brand

• Sign-up powerful, influential women to be role models and mentors for users in their business/personal lives, e.g. Hilary Clinton, Angelina Jolie, Helen Mirren

• Create a Social Media Wall to amplify the conversations between our advocates and their followers

Driving Word of MouthInspire customer loyalty and advocacy Budget: £0.3 million

TONACITYColour in your control

Awareness: 12m impressions (banners/FB display Ads), Google ad placed in top 3, 7m social mentions, 800k YouTube views, 40% aided

awareness of brand, 40% prompted awareness of ‘Colour in your Control’ strapline, 50% key message penetration to media articles

Consideration: 1.5m visitors to website, 12% click thru ‘rate from online & FB, video shares & FB likes 200k, 200

Pinterest mentions, 7000 colour tool app downloads

Brand Preference:15% ‘Top of Mind’, 50% positive sentiment, 30% market share,

website loyalty

Purchase: £200k equivalent Sales, 8000 coupon redemption, 30% point

of sale click-through from website

Retention:20% repeat visits, 5k registered to website tools

15k likes on FB5k Instagram followers30k Twitter followers

Key Performance IndicatorsAwareness, Sales, Loyalty, Advocacy