Post on 15-Apr-2017
Appendix notes - Kleur Tonacity marketing strategy proposal
Slide 1: Title
Integrated convergent marketing strategy proposal for a new female beauty product, Kleur Tonacity.
The launch strategy for Kleur Tonacity aims to create strong brand awareness and increase market
penetration, evaluation and talkability by combining offline and online channels in order to reach out to
the current and potential consumers in the right place at the right time delivering the right message.
Slide 2: Executive Summary
Suggested Kleur Tonacity media investment split reflects every opportunity for the brand to interact
with the consumers. In the past, it might have been hard to quantify trends like this, but in today's
digital landscape, where people have hundreds of micro-moments a day, we can see an authentic
snapshot of consumer behavior. One of those micro-moments is that “I want that look” moment,
where a person may see a look they like in a print ad, then strive to identify how they can get that look
by searching on Google.
Suggested lauch strategy is focused around consumer insights and their journeys to create the most
natural and organic brand awareness and serve consumers with the most relevant content.
Kleur Tonacity is in strong position to fill the gap for consumers who do not have a lot of time for
visiting salons on a regular basis but are willing to pay for premium products. Supported by the
consumer insight and brand stronghold, communication strategy to be based on “Live Life and Love
idea” - Kleur Tonacity helps to save time without compromising on quality to spend it with loved ones.
Slide 3: Brand Personas
As the strategy is built around consumer insights, its success lies in exceptional understanding of
consumer personas, their hopes, desires and fears.
Within this approach core target consumers are Busy High-income Mums and Young Female
Professionals.
Busy High-income Mum: active, pragmatic and constantly on the move. She lives a multi-dimensional
life and stands for work-life effectiveness, rather than perfectionism. She doesn’t want to settle for less
and choose family over career and vice versa. However, she does understand that “having it all” is
subjective and seeks for a balance which will be perfect for her. She is an early adopter and loves
innovations.
Young Female Professional: totally ambitious and strives to prove herself in every aspect of her
professional and social life. Working hard isn’t enough for her to fully adapt to her professional
environment. She’s conscious about her image and always on the lookout for ways to boost her
professional and social position.
Inculding this persona as a target audience identifies the brand’s opportunity to expand both up and
down the age spectrum. Positioning around the concept of freeing up time for love resonates with a
variety of women with different motivations at different times in their life.
Both personas are highly connected via various social media platforms and devices and are active
digital users in juggling their family, job and social life.
References:
http://www.mediapost.com/publications/article/242794/millennial-gen-x-and-boomer-women-not-as-
differe.html
https://digitalcontentnext.org/blog/2015/09/01/preparing-for-2020-getting-to-know-the-millennial-
woman/
https://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf
Slide 4: Customer Journey Framework
The opportunity for Kleur is to engage with ‘her’ (target audience) beyond the push, predominantly
offline, marketing it currently operates. Digital offers an opportunity to provide personalised
experiences at scale during key phases of the customer journey beyond awareness, where she is
utilising digital at a variety of touchpoints in the purchase of a multi-tonal hair solution.
Her journey is cyclical. Kleur can provide actions at each stage that seek to drive her through a
repeated journey. During her journey, she will reside at one of these phases, but will not strictly
adhere to a smooth movement through them. Digital allows her to skip stages and shift back and forth
depending on individual psychological motivations. For example:
Stimulus > ZMOT > FMOT > ZMOT > Drop out > FMOT > SMOT > UMOT
-- It’s Kleur’s responsibility to provide her with opportunities to tailor her experience with the product to
her individual needs and drive her through to the next ‘key moment’ on her journey. to final purchase
and beyond. --
An important linkage exists between ZMOT and UMOT, and the power of connecting customers.
Kleur seeks to connect customers around the concept of newly found time to build on positive
relationships, at home and with famiy and friends. At the UMOT stage, Kleur will advocate that ‘she’
creates content based on her positive experience with Kleur’s story, publishing to a variety of digital
platforms. This self expression then becomes discoverable for new customers, shaping a positive
experience at the ZMOT stage.
Slide 5: Stimulus
TV and Print
Offline and online marketing techniques to integrate and create a 360-campaign in terms of
engagement. All offline techniques exist to serve three core functions:
1. Core drivers of emotional and functional USPs: Our persona is emotionally ‘susceptible’ to
health and beauty product advertising in general, everyday life. Kleur’s product also,
functionally, saves her time - that can now be used to build on positive relationships with her
children, family and friends. By the end of the stimulus phase, her mindset will see a shift from
the emotion of everyday exposure to health and beauty advertising, to further functional
exploration of Kleur Tonacity.
2. Drive traffic to research and consideration phase across digital platforms: The
campaign integrates offline marketing, to drive her through to continue her decision making
process online.
3. Driver of general product awareness: The opportunity to create a multi-tonal salon effect on
your own is new - in driving general product awareness, this functional benefit can act as a
spark to drive the user through to research and consideration.
Facebook and YouTube
The same objectives exist across Facebook and YouTube advertorials. With YouTube, those relevant
audiences with high audience retention in the delivery of hero content will re-targeted to with ‘how-to’
hygeine content to further drive the functional benefit.
Generic Paid Search
At this stage, she is performing generic searches (E.G “Top salons near me, Top salons in london,
best salons for colouring hair, colour specialists near me”) to discover offerings near her. Kleur’s ads
would run on such search engine results pages.
Slide 6: ZMOT
She’s looking for trusted advice on Kleur - the more, the easier the buying process. Kleur has an
opportunity to inspire her, inspire confidence, minimise purchase risk and provide relevant information
to commit her to purchase.
YouTube Hub:
Next slide.
Retargeting
Retargeting -re-inforce users, driving to next stage.
- Social media: Users visiting Kleur’s website targeted through Facebook ads.
- Example objective: To drive traffic to YouTube hub to inspire product confidence.
- Example objective: To drive in-store traffic on demonstration days
- Targeting female users, aged 25-45, located in ‘Central London’ in last 30
minutes.
- Programmatic: Relevant users visiting Kleur’s website targeted through ads placed across the
Google Display Network.
- Example Objective: Drive users through to retail, on-line purchase
- Targeting female users, aged 25-45. Heightened reach at commuter times.
Website
Kleur’s website serves two key functions:
1. Optimised hub pages: Relevance is key - Product Information, functional and emotional
messaging and locations all tailored to the user.
2. The website will include clear call to actions and features for in-store and online purchase.
- In-store purchase: Use of ‘stockist finder’ to identify nearest stockist.
- Online purchase: Tracked links into retail store websites.
Effective problem resolution:
At UMOT stage, we will advocate customers to review Kleur via digital mediums. This may lead to
negative reviews, but remains a great opportunity for Kleur to deliver great customer service! In our
responses, we will show empathy, whilst driving positive outcomes (E.G. “future discount”). This will
become a positive, trusted impression for the next customer at ZMOT stage.
Slide 7: Supporting the journey
Every female has different hair and requirements, so there is a clear necessity to deliver them unique
experiences, particularly at the ZMOT and usage stage because of their individual requirements. We
recognise the power of video to allow the customer to visually identify the product in action, in a way
that’s relevant to them, curating emotion and driving emotion.
YouTube Hub
By matching relevant, entertaining content with the delivery of an experience they are able to
personalise, we seek to ensure true connection and engagement with Kleur at the key research and
usage phases of the customer journey. This YouTube Hub will generate personalised, journey-driving
experiences at scale.
- Working together with relevant hair vloggers, each video would use Kleur’s product to change
the hair colour of the subject.
- The vlogger would then continue on to create a hair style that would inform the title of the
video. E.G “Get the Anna Kendrick look: Kleur Tonacity in action”.
- The concept allows their audience to see Kleur’s product being used successfully,
personalise their experience, and be entertained because they deliver a stunning hairstyle.
App
Utilised to support the customer at all stages with an emphasis on the link between ZMOT, and
UMOT and the necessity for human interaction.
- ZMOT (Discovery): Pre-populated by criteria matching YouTube campaign. Personalised
experience.
- Usage: Pre-populated by criteria matching YouTube campaign. Personalised experience in
usage.
- UMOT: Allows #LifeLiveandLove pic/video sharing functionality. Offers personalisation using
‘snapchat-like’ functionality. Colours developed around ‘love colours’ used through campaign.
Slide 8: FMOT + SMOT
FMOT
Previous actions mean she is informed when entering the store/ looking to purchase via retailer. She
meets stage optimistically and Kleur’s efforts re-assure her confidence:
PPC
Branded In-store triggers/online advertising may lead to final level salon searches. Kleur will place ads
on branded keywords (E.G. “Aveda”), re-assuring confidence when comparing with premium salon
brands.
In-store demonstrations
Prominent on Saturdays, her most likely day to shop. Pro stylists act as an endorsement of Kleur’s
product. ‘Social mirror’ outlines functional benefits & #LiveLifeandLove campaign. Content utilised to
create future hero stories.
In-store positioning & packaging
Negotiated ‘top’ in-store positioning, buzz words (“salon-quality”, “volume”) and celebrities on
packaging psychologically re-inforces confidence at shelf-edge.
Educated in-store specialists & In-store iPads
In-store iPads pre-loaded with YouTube hub and educated in-store specialists integrate together
providing final-level reassurance.
SMOT
Opinion developed around product performance - Kleur providing all it can to control its application to
maximise likelihood of successful use.
YouTube Hub
Advocate YouTube Hub promininetly on packaging, Builds relationships with Kleur’s digital platforms
alongside her product use.
Website
Offers FAQ section addressing common functional nuances. Trained stylists on-hand using online
chat functionality providing style guidance post-use - controls ‘the look’ alongside product use,
opportunity for fashion brand partnerships.
Social community
‘Closed’, Facebook community posting images of herself - opportunity for external validation of
product use from like-minded individuals.
Email and YouTube Hub (2)
Pushes YouTube style guidance, alllowing her to see great ‘looks’, fitting alongside her new hair -
Kleur more than a hair experience (brand builder)
Slide 9 UMOT
It’s our objective to inspire the next set of ZMOT-stage customers. We want to make it easy as
possible for her to tell her positive stories, advocate her love of Kleur’s values and engage with like-
minded professionals. The foundation of our #LiveLifeandLove campaign resides here, engaging the
humans who will support the campaign - Kleur’s customers - into action.
1. Letting her tell her story
a. Social:
- Generate #LiveLifeandLove moments across Facebook and Twitter. Curate
audience around the concept of loving relationships. Brand’s loyalists share
best practice, and advocate on behalf of the brand.
- We can use best shared moments to curate powerful hero content to drive
the next customer at Stimulus & ZMOT stages, reinforcing the purchase for
those at SMOT and UMOT.
b. App:
- By incorporating #LifeLiveandLove pic/video sharing into it’s functionality, she
can easily document loving moments in her life. The app offers
personalisation using ‘snapchat-like’ functionality.
c. Email:
- When signing up - as part of a personalised, automated email series - users
will be advocated to participate in the #LiveLifeandLove campaign. Email
community will receive regular touchpoints showing features like
‘#LiveLifeandLove “Moment of the week”
2. Advocating reviews:
App
- The app has the functionality for the user to generate Trustpilot reviews. When the
user generates a review using the option, it links directly into the website, unedited.
Website feature: “Real reviews from real people, unedited” -
- A risk? Yes, but transparency, and effective problem resolution will generate positive
sentiment towards the brand.
The potential to review would also be available across all digital touchpoints.
Slide 10: Marketing Channels and Integration
Both online and offline marketing mediums will be utilised coupled with cross-media marketing
techniques to integrate the different channels to drive a powerful uniformed brand and product
message. Carrying out these activities simultaneously will create an integrated convergent marketing
approach delivering the most effective, resource efficient and impactful campaign.
Print: Using magazines, direct mailers and leafleting near retailers to increase brand awareness. Creating
calls for action i.e. discounts to drive footfall into retailers. Print will be integrated with our digital offerings through QR codes and Augmented Reality driving
customers to the website or to view a celebrity endorsed video etc. Taking customers from an offline
activity to an online activity pushing them through the customer journey.
Social Media: Via social media, we’ll engage customers answering questions about the product, informing the
audience. Creating awareness and brand advocates to increase our social sharing through likes,
shares, forums i.e. Mumsnet etc. To target our chosen personas, posts would be inspirational, women empowerment, feel good stories,
hygiene content etc. Uploading photographs of customers before and after pictures bringing a visual aspect to Tonacity,
using celebrity endorsed adverts to drive traffic and boost our *Trust* level. #livelifeandlove Couple this with posting of where Tonacity can be purchased i.e. locations, retailers and website.
Driving footfall to the store as well as the website. Linkedin would be a key Digital channel to target our 2nd Persona: Linkedin is ‘especially popular
among working-age adults as well as college graduates and those with relatively high household
incomes.’ http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
Slide 11: Marketing Channels and Integration
PR: Articles published will carry a consistent story from all channels, integrated with website and social
media handles in order to further the customer journey directing them to a channel of which they can
research/purchase.
TV: We’ll dedicate our TV advertising to our endorsements and retail partners i.e. Marks & Spencer our
business partners trust Tonacity, (Using their reputation whilst highlighting who sells our products)
driving footfall, raising brand awareness and linking to our online channels through Hashtags # etc.. http://www.socialbro.com/10-ideas-examples-to-get-you-integrating-your-offline-marketing-with-social-
media-tips/
Content Marketing: To build brand advocacy current customers write their own articles that we post. Describing their
persona then critically reviewing the product, spreading inspirational and entertaining content (hygiene
content) to build a community that will educate and convince customers to purchase. Using content integration we’ll distribute this content through major channels i.e. outbrain, taboola,
influencers, media, Newspaper etc… whilst referring to that content in different marketing channels
(Thunderclap), integrated through web-links to create a more unified convergent marketing strategy.
Display Advertising: Harnessing data management (tracking and analytics) and programmatic advertising we’ll target and
remarket adverts precisely to clientele who are researching similar products or who have previously
looked at Tonacity. Directing the user to reviews, articles, hero content and videos from our TV
adverts to increase reach and use resources more effectively, thereby evoking more research to
further progress the customer journey. We’ll use meta descriptions to highlight the social benefits of Tonacity i.e. increasing the amount of
time to spend with family. Relating to our targeted personas.
Slide 12: Metrics
We have provided a range of metrics which we shall measure in order to determine success along
each of the touch points, and all areas of our campaign.
There are a plethora of further metrics we could have included to measure, but concluded that those
listed will provide us with all the necessary information needed to make recommendations on how
best to utilise and optimise our marketing and media budgets.
We’ll look to make the most of our media budget by utilising and purchasing media through, Ad
Exchanges & PPC – ensuring we can predict and scale the amount of traffic to our website, to aid the
increase in sales based on our conversion rate.
The Google suite of tools will be vital in measuring our metrics and the success of our campaign.
Google AdWords will assist us with our PPC campaign, whilst their Display Network will help us to
further amplify our ads. Google Analytics will help us to report these metrics, as well and information
in and around the usage of our website.
From a social media perspective, we can utilise the insights of each network for our metrics reporting.
We’ll make use of Brandwatch for social monitoring and sentiment analysis, whilst HootSuite will be
our main dashboard for content & community management.