1.DIGITAL MARKETING PROPOSAL ALEXANDRE BYKOV | AMANDA QUINN | FARAI DUBE | JEN RANKINE LYA RODRIGUEZ | MARINA PASTOR | REECE WALLIS

2. INTRODUCTION |EXECUTIVE SUMMARY DIGITAL MARKETING PROPOSAL 3. TRADITIONAL ACTIVITYDIGITAL MARKETING PROPOSAL ACTIVITY CALL TO ACTION OOH/Guerilla Marketing Mirrors Augmented reality mirrors will be installed in selected tube stations, changing people's hair colour as they walk past. Mirrors will be executed in Victoria, Oxford Circus, Canary Wharf and South Kensington. Some of the busiest Tube stations in London and where you can expect to find your target audience. POP Tonacity Photo booths Photo booths will be installed in Selfridges, John Lewis, Debenhams, House of Fraser and other areas of interest (high street shops etc.) where people can go in with friends take a few photos and play with changing their hair colour. Photos will be delivered on a branded photo paper and can also be shared digitally via the touchscreen on the booth exterior. It will also include a QR code with direct access to the websites online store. Press releases and feature articles Long form articles in magazines like Marie Claire and Vogue, who share a target audience with Kleur will help build the brand. Alignment with Vogue & Marie Claires brands (through advertising, feature articles & interviews with the brand ambassador Rachel Weisz) will quicken efforts in establishing equity and credibility . Advertising activity will be strategically timed to tie in with event promotions, for example a Q&A with Rachel Weisz, in turn minimizing exorbitant costs typically associated with print activity. Events Kleur Parties/Q&A With Rachel The objective of the Kleur Parties and Q&A with Rachel (beyond publicity) is to deliver the proof. Well show how easy it is to use the product right there at the event. Besides achieving brand activation, the experience will provide an opportunity for involvement and allow us to build knowledge among our target audience in an idyllic environment. Invitations will be advertised in upmarket publications, online and through our social media channels. Selected press and targeted opinion leaders (bloggers/vloggers) will also be in attendance. 4. Awareness Consideration Decision PurchaseWebsite Purpose of the site, mobile, microsites and app - Research - Connect - Promote - Share - Educate - Sell Tag #KleurTonacity on Instagram or twitter to be part of KleurTonacity! DIGITAL ACTIVITY 1: WEBSITE/APP DIGITAL MARKETING PROPOSAL PLAY TO SEE HOW THE APP WORKS KPIs - Revenue - Research results on Google - Conversion rates (e.g. views vs. sales) - Number of downloads (e.g. app/ tutorials/ pics) - Community growth (e.g. posts/ shares) - Traffic + customer database growth - CRM (e.g. event registrations through the website & app/ subscriptions) 5. Digital Awareness In the cluttered digital world, its important to be seen. It might not drive a direct sale, but it implants the thought at the back of the users mind. Social Media Its now fundamental that all products have a social media presence. Not only does it give an extra platform to shout about your brand, but it also gives a platform for people to engage with you as well as promoting the product themselves. Sales may not be direct, but good social media will always be remembered and may turn into future purchases. People use Twitter to voice anything & everything. Searches will be set up to monitor keywords. RTs, favouriting, #DIFY replying to a Tweet will be encourage. All content will be posted with the hashtag #DIFY. UGC will be encouraged and used as it helps build trust with the brand. More people are using Instagram to show off interesting pictures of their lives. Monitor the #DIFY hashtag as well as the Kleur name. Encourage selfies Actively seek out and use photos from customers through reframing building brand trust and loyalty. Facebook is essential as a brand networking tool Posting regular content Tips on how to use Kleur Exclusive interviews/videos with Rachel. Exclusive competitions for those who submit photos. YouTube is perfect for showing off tutorials and interviews/hangouts with Rachel Rich and exclusive content Partnering with Vloggers. YouTube adverts will run on influential Vloggers videos who are known for their hair styles. Encourages community bonding through comment section. Share peoples reaction to the Tube Mirrors/ Invitation only. Kleur Tonacity Fuss-free and multi-tonal salon effect hair at home! www.doitforyourself. Om ads by Google Online Marketing Online marketing tracking adverts will run down the side of websites after a user has searched a keyword selection e.g. Kleur or home hair dye. Again, this might not drive direct sales, but it will hopefully influence strangers/users to add Kleur to consideration set Get hair to dye for. Get Kleur DIGITAL ACTIVITY 2: DIGITAL AWARENESS Rachel Weisz will be our Digital Brand Ambassador. She will be hosting Live Tutorials via Google Hangout (4x a month) She will be interacting with fans and answering questions both about the product and cosmetic/aesthetics. 6. Pay Per Cl ck/SEO Marketing 2) To Drive Brand Awareness 1) To Drive Online Sales That will also drive purchases to offline stores 3) To Re-market/target Customers on the GDN, Social Networks & Smart phone Apps DIGITAL ACTIVITY 3: PPC/SEO MARKETING What PPC/SEO Will Do For Kleur Tonacity Drive highly targeted visitors to points of purchase on/offline. PPC has also been shown to drive in store purchases from online research (ROPO) with a staggering 51% researching online and purchasing in store (Ipsos OTX/Google, 2012). Numerous high value/low competition keywords Generate organic traffic Generate GDN (Google Display) activity across related sites/apps (fashion, beauty, cosmetics etc.) Create presence and awareness across the web 7. Invitation only Kleur parties Kleur private parties Tonacity Photo booths in department stores Digital Supports Traditional/Develops Wow Factor/Encourages Purchase Mirrors augmented reality guerrilla marketing on tubes Call to Action QR code upon engaging with the augmented reality Dwell time/ eyeballs on advertisements (not monitored) Word of mouth RSVP, login online, attendance User-generated content via mobile sharing on Instagram, YouTube, Facebook, status updates, Tweets. Through integration Kleur Tonacity establishes a multi-channel engagement strategy Understanding that your audiences behavior is dynamic drive the Do It For Yourself campaign and marketing strategy. Providing stimuli at every stage of the customer journey, facilitates active not only engagement and extended brand experience but drives purchases whether it be online or in-store. Traditional Marketing Activity Supports Digital/We Appreciate Where She Is/We Want to Wow Her Online registration, sales- website Acquire advocates (representatives) Social sharing, registrations online Branded memento - WoM Intent to purchase heightened OWNED,EARNED&PAIDMEDIA Mirrors become a destination. Online publicity generates (high potential for press coverage offline as well) PPC, Google Ad Networks used to publicise Invitation only events Website/Social platforms to educate and inform those interested in private party hosting Online & mobile activity will create awareness, location of nearest participating retailer supported by website store locator HOW TRADITIONAL + DIGITAL COMPLEMENT EACH OTHERDIGITAL MARKETING PROPOSAL 8. This strategy full accounts for 3 key areas in successful acquisition. Paid Media (OOH, in-Store, online, SEO/PPC, print & online), Owned Media (website, mobile app, social media pages) & Earned Media (Word of mouth, publicity, user generated social conversations). Priority has been given to developing the brand in the digital media space. Acquisition Across all digital activity we expect the audience to engage with the content provided across a variety of platforms, and as a result co-create the brands image and presence. We want your audience to become advocates, not just loyal customers. Behaviour A vibrant, consistent and organic online and social web presence is what we expect from this effort. KPIs set against key metrics that represent your brands objectives will show alignment in your brands effort and the strategys contribution to the bottom line. We anticipate positive outcomes in retention rates among the target audience across a range of KPIs. Outcomes We feel a complete, and competent, digital marketing & measurement model should focus on these three key areas [Acquisition, Behaviour, Outcomes] of your marketing, it marries KPIs to brand/business objectives and provides guidance as to which metrics to measure. Further emphasising an appreciation for reach and quality in the digital space. KPIs DIGITAL MARKETING PROPOSAL 9. Generate Brand Awareness [Marketing Activity: Website, PR, Social Media, On/Offline Advertising, Mobile App] Website KPIs: - Web Traffic - Conversion Rates - Sales Revenue - Visitor Loyalty & Recency (Pan Session) Social Media KPIs: - Time Spent On Content - Views Per Video - # of Followers - Reach (Proportion of consumers who represent intended target audience) On/Offline Advertising/PR KPIs: - # Of Views (Per Branded Content) - # Of Comments (Per Branded Content) - Volume of unpaid coverage Per Media Source (On/Offline) Mobile App KPIs: - No. of Downloads (Per Platform) - Task Completion Rate Drive Sales [Marketing Activity: PPC/SEO, Website, POS Monitoring] PPC/SEO KPIs: - Conversion Rates (Per Keyword, Per Source) - Click Through - ROI (Per Keyword) - Traffic Volume (Per Keyword, Per Source) - Page Rank - Organic Traffic POS KPIs: - Average Order Value (Per Outlet On/Offline) - Sale Per Outlet (On/Offline) - Sales Per Share of Shelf Website KPIs - Average Order Value - Complete/Abandoned Baskets - Average Order Rates - Conversion Rates Build Loyalty & Encourage Sharing [Marketing Activity: Social Media, Website] Social Media KPIs: - Content Amplification (=The Number of Shares per post) - Content Appreciation - Conversational Exchange (=The Number of replies or comments per post) - Uninitiated Brand Coverage Per Source Website KPIs: - Volume Of brand related content captured by website social aggregator - # of Views/Downloads (Video Content etc.) - Site Usage It was felt that education & promoting evaluation objectives would be achieved via proxy of these 3 objectives. They represent the main business goals of building brand equity and driving sales goals of Kleur Tonacity. The KPIs identified represent where we spend the largest efforts in marketing and are therefore crucial success areas. KPIs DIGITAL MARKETING PROPOSAL 10. APPENDIX Moth, D., 2013. Seven useful social media case studies from 2013. Accessed 17th April 2014, https://econsultancy.com/blog/63043-seven-useful-social-media-case-studies-from-2013#i.1toumhrt5wed6u Kbyszewski, J., 2014. YouTube, vloggers and their influence on online reputations and marketing. Accessed 17th April 2014, http://www.talkorm.com/youtube-vloggers-and-their-influence-on-online-reputations-and-marketing/2692 Ldesanctis., 2013. 5 benefits of pay-per-click. Accessed 17th April 2014, http://www.technicallymarketing.com/index.php/2013/01/25/5-benefits-of-pay-per-click/ Kobach, M., 2014. 5 undeniable benefits of social media that businesses are not maximizing. Accessed 17th April 2014, http://www.business2community.com/social-media/5-undeniable-benefits-social-media-businesses-maximizing-0853937#!FqqT9 Cardone, G., 2014. Boost sales with these 7 social media steps. Accessed 17th April 2014, http://www.entrepreneur.com/article/231716 Mack, A. M., 2004. Text ads in top spot raise brand awareness. Retrieved September 29, 2005, http://www.adweek.com/aw/iq_interactive/article_display.jsp?vnu_content_id=1000578020 Mara, J., 2004. Search-style ads lift brand awareness-study says. Retrieved September, 15, 2005, from http://www.clickz.com/showPage.html?page=3381481 Cotlier, M, 2001. The payoff of paid search listings. Catalog Age, Vol. 18. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.88.8499&rep=rep1&type=pdf Nielsen. "IAB Issues New Research From Nielsen//Netratings On Branding Value Of Sponsored Text Advertising." iab. 15 July 2004. IAB. 20 April 2014. . The Laws of Simplicity/ John Maeda Designing Brand Identity/ Alina Wheeler http://www.smartinsights.com/reach/ Acquiring customers in the digital space http://socialmediatoday.com/cara-tarbaj/1485551/infographic-noob-guide-understanding-difference-between-paid-owned-and-earned-me http://wallblog.co.uk/2013/01/18/using-digital-to-drive-high-street-footfall-and-keep-customers-loyal-for-longer-infographic/ http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ http://www.ogilvydo.com/is-traditional-media-still-relevant/#.U1WczvldWa9 http://theclassywoman.blogspot.co.uk/2012_08_01_archive.html#.U1WyovldWa8 http://www.sellcheck.co.uk/ http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ https://econsultancy.com/blog/8740-top-five-kpis-for-seo-campaigns#i.ndio9f14sndsyr http://thenextweb.com/socialmedia/2011/12/20/a-social-media-study-5-kpis-for-measuring-your-brands-online-influence/ http://www.google.com/analytics/ https://hootsuite.com/solutions/social-media-management http://www.brandwatch.com/ APPENDIX DIGITAL MARKETING PROPOSAL