Squared Online - Squarelle Tonacity Presentation

Squarelle Tonacity“Affordable confidence”

Presentation by Andy Wood

Brief and Initial Considerations

Squarelle Tonacity

- A brand new brand in a crowded market place with well recognised competition

The product will be compared relative to existing hair dyes. £25 should be seen as paying for assurance

- Targeting time poor, affluent women. Squarelle Tonacity provides a time efficient solution to a luxury problem

- Case studies needed to provide confidence

- Distribution is limited – only available at department stores

- Lunchtimes and after work in the city will be important

- Digital purchases will be difficult – John Lewis will be biggest opportunity

Target Audience

Squarelle Tonacity

We feel there are 2 target audiences:

“Julie”38-48Senior management / Director roleWorks in professional servicesMarried, 2 children (aged 9 and 12)Main or equal bread winnerDrives Audi or BMW convertible, shops at John Lewis, Waitrose & NextLeaves home at 7am, arrives home at 7pmWork continues into the evening but weekends are for the kids

“Charlotte”27 - 32High riser in business – good achieverStarted dating recently. Hangs out upmarket bars with friends. Drives a mini or Citroen C2, shops at Next, Zara and CoastActive social life - when not networking she is meeting friendsEnjoys fashion and looking good at work

The journey they will take

Squarelle Tonacity

- Stimulus - Through the advertising and PPC campaign - Reading of articles and blogs

- ZMOT - Reading reviews - Experience on the website - can I find my colour easily? - is there enough advice? - are there case studies? - can I purchase it easily?

- FMOT - In-store – POS and Sales Team

Single Minded Proposition

Squarelle Tonacity

“Confidence in change”

The Idea

Squarelle Tonacity

- The objective is to get 1,000,000 women to change their hair colour this Summer & inspire others to follow

- The campaign will be supported by Karren Brady who by using Squarelle Tonacity will create the perfect honeyied multi-tonal look

- Karren is a great role-model, a hard working mother, very successful in business

- Our campaign will encourage busy women to change their look this Summer and be confident in the boardroom or on the beach

Digital

Squarelle Tonacity

- Website should provide inspiration to visitors and offer guidance on colours

- Important to clearly provide signposts for visitors to find their preferred hair colour easily. A colour gallery should be easy for visitors to find their colour

- An inspiration gallery is a must

- Visitors must be able to find their nearest stockist with directions

- Video of Karren Brady going through her “transformation” to highlight how easy it is together with the quality

- Mobile responsive is a must. A bespoke mobile version of the website should be built to best demonstrate shades on the move

Digital

Squarelle Tonacity

Digital

Squarelle Tonacity

Karren Brady 2.1 25,000 20,000 20,000 65000 975 2048hair colours 0.7 22200 22200 18100 62500 938 656hair dye 0.51 18100 12100 12100 42300 635 324holiday clothes 0.56 12,100 12,100 12,100 36300 545 305loreal hair dye 0.13 12100 8100 2400 22600 339 44schwarzkopf hair colour 0.51 8000 6000 6000 20000 300 153hair colours 2013 0.56 12100 5400 880 18380 276 154hair colour chart 0.41 6600 5400 4400 16400 246 101hair colour ideas 0.87 2900 6600 6600 16100 242 210red hair dye 0.4 5400 5400 4400 15200 228 91loreal hair color 0.19 5400 4400 3600 13400 201 38purple hair dye 0.3 4400 4400 4400 13200 198 59garnier hair colour 0.17 7500 2000 3000 12500 188 32caramel hair colour 0.48 3600 2900 2400 8900 134 65loreal hair colour 0.22 1900 1600 4400 7900 119 26hair colour changer 0.47 2900 2900 1900 7700 116 54ash blonde hair 0.1 2400 2400 2400 7200 108 11what hair colour suits me 0.42 2400 1900 1900 6200 93 39hair dye colors 0.44 1300 2400 2400 6100 92 40schwarzkopf hair dye 0.39 2900 1900 1300 6100 92 36holiday clothes for women 0.54 1,900 1,900 1,900 5700 86 46holiday wear 0.45 1600 1600 1600 4800 72 32best hair dye 0.68 1600 1600 1600 4800 72 49garnier hair colour 0.23 1600 1600 1000 4200 63 14garnier hair color 0.19 880 1000 1600 3480 52 10hair color chart 0.52 1000 1000 1300 3300 50 26professional hair colour 0.43 260 260 110 630 9 4

Digital

Squarelle Tonacity

- Search will be purely PPC

- Clever use of PPC to drive visibility for key news articles - new celebrity looks - trending or popular articles

- Look to use ad networks to provide coverage - Fashion bloggers - Fashion and hair colour articles

- To provide confidence we should develop an app which is an interactive tool where different shades can be tried

- Videos will be key – owning a channel on YouTube to provide illustrations of colour in natural light with actresses

Offline

Squarelle Tonacity

-Target popular business areas Exhibition centres Tube Bus Taxi Train – first class Airport – Terminal 5 Heathrow

- Target specific TV channels such as Sky Atlantic, Sky Living, Channel 4 documentaries

Offline

Squarelle Tonacity

- A key area will be point of purchase

- Interactive lounges – hair colour matched on screen before purchase

- iPads available highlighting previous colourings

- Professional recommendations from trained staff

- Pop up surgeries in-store - hair colouring completed live

- Pop up surgeries on tour – to offices and to major business events

PR

Squarelle Tonacity

- Social will be a key driver

- Twitter will be a key channel as it is much used by our target audience

- Own #confidenceinchange

- Use Pinterest & Instagram as key channels - encourage customers to send selfies of themselves

- Use Pinterest & Instagram to create a live, real-person inspiration gallery

- Interact with bloggers and forums such as netmums and mumsnet

- LinkedIn will be a key channel for businesses with Squarelle Tonacity hosting a Karren Brady webinar

The Media

Squarelle Tonacity

April May June

Magazines Cost per full page insertion Vogue 30,000 60,000Cosmopolitan 20,000 60,000Grazia 30,000 30,000Elle 35,000 105,000Harpers Bazaar 20,000 20,000Psychologies 15,000 15,000Red 25,000 25,000Management Today 5,000 15,000Insider Business Magazines 2,000 10,000PR 30,000Creative & Account Management 30,000 400,000Media Creative & Account Management 20,000 Posters 100,000 POS 80,000 200,000 Digital Website Development 50,000 App Development 30,000 YouTube videos and Photography 109,000 Social monitoring 50,000 PPC budget 50,000 Cosmopolitan (2,000,000 visitors - £30 cpt) 3000 Red (1,000,000 visitors - £28 cpt) 3000 Elle (2,000,000 visitors - £45 cpt) 5000 Ad Network Budget 100,000 400,000 TV Creative and production 80,000 Sky Atlantic - at late peak (Madmen, Veep) 450 x 1 30 second ad 45,000 Living TV - Next Top Model TV programmes 350 x 1 30 second ad 35,000 Channel 4 18,000 x 30 second ad 540,000 ITV 25,000 x 30 second ad 300,000

1,000,000

Summary

Squarelle Tonacity

- A hard working campaign which looks to provide confidence

- Confidence in the product through Karren Brady as an ambassador using the product

- Confidence in results through a great PR team offering support and advice alongside great case studies

- Confidence in colour through a strong website gallery and in-store experience

- Communications strategy that both influences and engages with the website at the heart of the activity