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Squarelle Tonacity - Group 16

Nov 17, 2014

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Marketing

Hermes Ma

Squared Online - Group 16: A presentation for the marketing plan for Squarelle Tonacity.
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Page 1: Squarelle Tonacity - Group 16

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Page 2: Squarelle Tonacity - Group 16

+Introduction & Executive Summary

Tonacity is a brand new home hair colour product from Squarelle.Using technology not yet to be used within the current market, Tonacity allows you to create salon quality multi-tonal colours, in your own time at home.

The UK home hair colourant market grew 4.5% from 2013 to £349m in 2013. More than 8 million women are colouring there hair at home.

In a growing market, Squarelle have recognized a gap, and need for a luxury, high end product, delivering salon quality colour in a shop bought package.

With busy business mum’s lacking time for salon trips, and young dedicated students struggling to afford the high end salon prices, Tonacity offers something no other product does; a high quality, low priced salon colour alternative.

BACKGROUND

PURPOSE

Squarelle aims with Tonacity to bring a whole new approach to home hair colouring.

Hair care is rarely an impulse buy, with woman taking time to research before purchase. Squarelle are utilizing this and taking it to a new, personable level. Squarelle’s integrated digital approach will offer a further unique selling point, offering customers not just a product but a service, a step even further from salons.

OBJECTIVESTo successfully launch a high-end hair colouring product with special multi-tonal features .

Key brand message: on-trend quality, convenience and price. Our tone: Dynamic.

The 3 Es of our campaign: ENGAGE, EDUCATE and help EVOLVE- Understand our target behaviour,

needs and concerns and encourage trial of our product.

- Delivering consistent brand messages across all channels and technological platforms.

- Build lasting relationships with our target audience through inspirational content.

- Increase brand awareness and drive sales.

Page 3: Squarelle Tonacity - Group 16

+We have identified and defined two personas for whom appearance matters – home hair coloring works only at salon standards.

Hannah

34 years old. Single. Rented accommodation London

• Focused on building her career• Outgoing and with an active social

life• Present in social networks• Tablet, a PC and a mobile loaded

with apps• Loves to go shopping but buys online

What she does • Modern working mum with a hectic

life Social Media is part of her daily routine (shares pictures, email, shopping)

• Likes fresh food and good skin and hair care products

What she does

• Wants to look her best for work and social occasions.

• Concerned with her greying hair, wants her hair to still look natural.

• Likes good quality branded cosmetics

• Sense of style but cash conscious.• Likes to change the colour of her

hair just to feel good about herself.

• She wants to see that her money has been well spent

Judy

44 years old. Married – 2 children. Detached house. Surrey

What she wants

What she wants

SQ Tonacity’s Target Audience

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Squarelle Tonacity is proud to present a lasting multi-tonal look previously only achievable in top salons. A premium colour that combines Paris catwalk trends with the latest technologies to save you time and deliver optimal at-home colouring results.

PREMIUM COLOUR for OPTIMAL TOP SALON RESULTS• Achieve salon results in record time with our bespoke multi-tonal application

system • No ammonia or peroxide• Get key hair preparation expert tips • Easy way to find out your natural hair colour and select the shade right for you

Squarelle Tonacity - your trip to the salon, in the comfort of your own home.

Key features of the product and USP based on the needs and preferences of our target customer groups.

Natural Beauty Begins At Home

Squarelle Tonacity USP

Page 5: Squarelle Tonacity - Group 16

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PURCHAS

E

BlogsFashion Mags.PPCAdvertisingEmail

Youtube tutorials

Customers reviews

Social (Twitter, FB, Pinterest…)

Website

Google+

Blogs

Expert online advice

Forums

FMOTIn store advice / Sale

Events In store digital app NFCEmail

Customer asks

questions,

Squarelle answers them

Live chat with a

specialist

Specialists talks and

advices

Community management Conversations (Tweets, FB posts…)

Use of the

app

Ask the Expert Q&A

Testimonials

Bloggers interact with their audience

TOUCHPOINTS

STIMUL

US

(John Lewis, Debenhams, House of Fraser)

Discussions

Recommendations

Customers reviews

POST

PURCHASE

The diversity of possible customer journeys proofs the need for an integrated multi-channel campaign

Today’s Customer Journey

Page 6: Squarelle Tonacity - Group 16

+Integrated Multi-Channel StrategyEvery customer journey is unique, but the message to bring across

needs to be consistent: To achieve a fully integrated multi-channel strategy, our Marketing actions have been conceived within an idea generation canvas.

MARKETING ACTIONS VIA IDEA GENERATION CANVAS.As every single customer journey is unique, we have identified the need of being consistent in our approach across both, off- and on-line channels. Therefore we have avoided creating our ideas independently. Our marketing actions have been conceived based on an idea generation canvas that connects at least two different channels. Following this bottom-to-top methodology we have defined a multi-channel strategy with a higher level of integration.

METHODOLOGY

Page 7: Squarelle Tonacity - Group 16

+ Our integrated digital strategy

EMAIL

NFC STICKERS

INSTAGRAM

MOBILE APP

PINTERESTTWITTER

GOOGLE+

FACEBOOK

YOUTUBE

SELLER SITES

SEO

SITE

BLOGGER OUTREAC

H

KEYWORD

PERSONAL PRESCRIPTIO

N EMAIL

ALL SOCIAL

CONTENT

RE-TARGETTING

NATIVE

DISPLAY

Allows consumers to experiment with colour. Available in store too. Customers can then

purchase colours in-store, or email their bespoke ‘hair prescription’ to

themselves to buy online at a later date.

Attached to off-line media and packaging, consumers will access our step-by-step guide

to application and exciting video

content.

Consumers sign-up for a weekly e-newsletter to

receive content updates. This will encourage them back to the site. Emails to

Squarelle’s exisiting database will help launch

Tonacity, and send consumers to our seller

sites.

Bloggers are key to ensuring trusted content is created. Using Buzzstream

we’ll identify the most influential bloggers and

invite them to a luxurious launch event, at John

Lewis, including a Q&A with a celebrity stylist. This will also create video content.

Integral to the digital strategy. Hosting a plethora of exciting content to educate & engage

our target audience by resonating with their lifestyle

and providing a forum to discuss all aspects of their lives. Digital channels will

lead to the site, whilst the site will encourage consumers to

visit our seller sites once ready to purchase.

We’ll encourage consumers to post

images of their newly dyed hair, or tweet

questions to be answered at our expert hangouts on Google +..

We’ll give exclusive behind the scenes access from our

mini-series filming.

We’ll create colour-specific boards to inspire consumers unsure of the ‘look’ they’re after. We’ll also let them know which colours we

used to achieve each effect, to help them

purchase.Host all videos for the campaign, including: mini-

series, how-to guide & launch event video

with the Ask the Expert Q&A.

Host exclusive hangouts with

expert stylists. Fans can ask questions before the event & therefore control

the conversation.

Post site content, videos, ask fans

what questions they have for our

hangouts stylists and encourage 2 way conversation.

Key to actual sales. We’ll lead

consumers here via a number of

channels.

Use social to help with SEO. Ensure use of primary &

secondary keywords in the

site. Press releases for additional content.

PAID SEARCH

We’ll use a variety of paid search to push consumers to both the site and seller sites. Native ads will allow for close targeting of each

persona, whilst retargeting will try to mop up undecided consumers.

#todyefor

MOBILE STRATEGY

SOCIAL STRATEGY

SEARCH STRATEGY

EMAIL STRATEGY

EXTERNAL CONTENT

Page 8: Squarelle Tonacity - Group 16

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STEP BY STEP VIDEO

EXPERT ONLINE ADVICEFor women unable to go in store, our team of Tonacity experts will provide support & advice via live chat. Available evenings & weekends.

INSPIRATIONAL BLOGSWe’ll aggregate all of Squarelle’s social channels via a live wall feed. Using #todyefor we’ll encourage fans to provide reviews, images & commentary as well as any tips. A great way to show public sentiment around the brand and encourage conversation.

To ensure women feel confident using the product we’ll create a step-by-step video that women at home can refer to at any-time. This will also be the destination of our NFC technology.

#TODYEFOR LIVE WALL

We’ll invite a host of inspirational women to share their lives with Tonacity’s audience. Real women that can inspire, encourage and really resonate with our target audience, by discussing relevant topics and providing useful tips and advice.

CREATE A COMMUNITYWe know forums such as mumsnet.com are incredibly popular; allowing busy women a place to discuss common interests, issues etc. Within the site we’ll encourage women to lead the conversation via a forum. We’ll encourage them to share lifestyle tips on all topics not just hair colour. A mecca for busy working women.

Customer-centric Content Strategy

A 12 video series aired on the microsite & available on the Squarelle YouTube channel. Will use real women sourced via an incentivised competition

A hair-colouring demo-tool will help provide an authentic salon experience and allow visitors to browse through potential colour options – a virtual try before you buy. Visitors can also choose ‘personas’ if they’re after a completely new look and need some inspiration. By uploading a picture of themselves, they can preview the result of their chosen look. Results will be sharable with friends & family, and can be discussed with our team of Tonacity experts.

HAIR COLOUR BOOTH

Content is king. Great content encourages brand affinity and trust. Our target audience wants to feel that we understand them – not just their hair. Tonacity’s site is integral to our campaign, not only will we bring the salon experience into the home, we’ll host engaging and relevant content that’s sympathetic to the conflicts of being a busy women, yet still wanting a luxury experience.

TONACITY MINI-SERIES

Page 9: Squarelle Tonacity - Group 16

+Search Display Advertisements

Banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums.

Using topic categories or keywords we are able to pick the perfect spots for our ads

Display ads appear next to text , videos or other web content , so we can reach up to 92% of everyone online.

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Page 11: Squarelle Tonacity - Group 16

+Squarelle Tonacity Campaign Budgeting & Scheduling

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APPENDIX

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+REFERENCES http

://www.thedrum.com/news/2014/01/17/native-approach-banner-and-display-advertising-results-100-ads-being-viewed-study

http://www.she-conomy.com/facts-on-women

http://www.luxurydaily.com/digital-enhances-beauty-product-experience-remotely-and-in-store/

http://www.luxurydaily.com/personalization-is-key-for-beauty-omnichannel-strategy-loreal-luxe-exec/

http://www.luxurydaily.com/top-10-mobile-trends-for-brands-in-2014/

http://www.nfcworld.com/search/?cx=003119828764761954579%3Adb_tm4uix-q&cof=FORID%3A11&ie=UTF-8&q=how+much+does+NFC+cost&sa=Search

http://www.google.es/think/tools/customer-journey-to-online-purchase.html

http://public.ifbyphone.com/blog/guest-post-know-three-critical-components-successful-digital-ad-campaigns/

http://www.iabuk.net/research/library/uk-online-performance-marketing-consumer-study-2014

http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeeds-data-tells-about-the-pricing-of-native-advertisements/2/

All images from Google.co.uk