2. TONACITY delivers an odour-free home colouring experience, takes just 30 minutes to apply and
develop, and achieves a beautiful multi-tonal effect, previously only attainable in salons.
Developed by experienced colour experts, Tonacity is suitable for all shades and tones and is
designed to satisfy a number of different markets, including:
Women who are experimenting with their hair colour for the first time and want a product they can trust.
Women who are experienced home hair colour kit users who need a more professional looking solution.
Women who are beginning to notice grey hairs and need a colour that mimics the natural tone of their
hair while providing flawless coverage.
As KLEUR are already a well established brand, we will build on this reputation, gradually migrating the
focus toward digital while complimenting the existing TV and Print channels.
Focusing primarily on women in the London area as our test demographic we will adopt a fully integrated
omni-channel approach, giving customers a seamless and shareable experience within their city that will
boost brand awareness and ultimately drive sales via nominated retailers shops and ecommerce sites.
Using Samantha and Judith to represent our target markets we will demonstrate two potential customer
journeys experienced by Tonacity buyers through the successful execution of our digital strategy.
Introduction
Executive Summary
We plan to evolve our budget to Digital being 50% of total spend (across a wide range of digital channels) to
reflect the shift in customer’s media preferences, centering around #ToneACityLDN. Our phased rollout,
starting with London, will allow greater focus and budget efficiency as well as data gathering to inform
future go-to-market strategy. A series of metrics are proposed for each stage of the customer journey in
order to learn, refine and optimise our strategy to drive awareness, preference and sales.
3. TV
Print
YouTube
Facebook
Twitter
Pinterest
Brand
Celebrity
Expert
Friend
WOM
Journalist
Needs and Goals
• I want a professional looking result
• The products have to be safe, I am still breast feeding
• I have to be able to do it by myself without complicated tools
• It has to be fast, I can only spare an hour to apply, wash and
dry while the kids are in bed.
Key Personas
Samantha, an IT Manager working for a
large retail chain, lives in North London with
her husband Jerry and her 2 small children
George (2yrs) and Ilona (7 months). Although
she is a very busy mum she likes to look
after herself and socialise with her friends.
“I like to try out new colours, but the
result has to look professional!”
TV
Print
YouTube
Facebook
Twitter
Pinterest
Channel & Media Preferences
Influencer Preferences
Brand
Celebrity
Expert
Friend
WOM
Journalist
Judith, a global accounts director of a
multinational, lives with husband Harry in
an affluent part of Surrey. Judith frequently
takes out clients and is therefore very
conscious about her appearance. She is
sociable and always keeps her Facebook
page up-to-date.
“I like the flexibility of colouring my
hair (at home) when it needs it”
Channel & Media Preferences
Influencer Preferences
Samantha (31) Cricklewood, London
Judith (52) Cobham, Surrey
Attributes – Habits – Motivations
• I don’t mind spending money on “quality” beauty products
• Hair products must be free from harmful chemicals
• I like to maintain healthy, good looking hair
• I like to try new products, I always consult with my friends
• I like online fashion magazines and browsing beauty websites
Attributes – Habits – Motivations
• My hair is getting thin and needs a lot of help to look good
• I never find time for appointments, I’d rather do it at home
• I prefer quality brand products
• I like shopping at John Lewis and Debenhams on- and offline
• I tweet a lot and like reading interior designer blogs
Needs and Goals
• I need to colour my hair regularly to maintain my appearance
• I want a salon result without all the sitting around.
• The colour needs to take well to cover my grey roots
• The tone has to match my natural colour perfectly
• I can’t afford not to look perfect
Top Beauty Brands: Top Beauty Brands:
Customer Persona & Preferences
4. SMART Aims & Objectives – By April 2016
• Achieve 20% return on media investment
• Gain 10% market share of the high end retailers that we are operating within to maintain and grow share of shelf
• Obtain 50,000 number of new users of the product, with a 60% loyalty rate
• Reach 100,000 app downloads, engage users with push notifications to promote regular use
• Roll out in other major UK cities after 12 months, initiating 3 at a time
Strategy Approach
• Multi channel approach to sales and marketing of Tonacity to provide an integrated seamless customer experience
across online and offline channels, to drive sales, profit and advocacy launch 01 May 2015
• To create digital brand awareness via incorporating digital marketing with the current range of media,
TV, Print ads, PR, digital billboard’s & posters
• Energise the trial with a view to generating sales on and off line.
• Immediate attention to focus on the London area to provide statistics proving sales and new users
generated and customer base increased, roll out UK-wide later in the year
STRENGTHS
▪ Established brand with
profitable sales offline
▪ Less damaging to hair
▪ Convenient to time poor
professional ladies
▪ Allergen Free
WEAKNESSES
▪ No digital track record
▪ Untested product
▪ Low brand awareness
▪ No customer reviews
OPPORTUNITIES
▪ Cheaper than salon & less
time consuming - still
achieves salon results.
▪ Gap in the market for a
exclusive hair colour
▪ Exclusive to luxury
department stores on and
offline
▪ PPC campaigns/ social
media
THREATS
▪ Competitive market
▪ Relationship with existing
stylist
▪ Competitors produce a
similar product
▪ Changes in customer
behaviour and the ability to
react
Objectives, Strategy & Investment
Redistributing spend by channel
is key in order to achieve the
right media mix.
TV/Print still acts as main offline
awareness driver, but due to
regional focus, budgets can be
decreased to accommodate for
increased digital presence.
5. Overarching Digital Strategy - #ToneACityLDN
# Phasing transition between offline and online through targeted campaigns in specific cities
# Initial focus on London, blend offline and online media channels to increase awareness
and drive consideration for an innovative new product.
# Focus all creative on the hashtag:
Offline Media
# Negotiate with current print
titles to only run ads in ‘London
Editions’
# Focus TV buys specifically on
London region to drive
efficiency
# Use hashtag and London
imagery in creative to capture
audience attention
Online Media
PR / OOH
# PR stunts at major rail
destinations across London
serving wealthy areas
# Digital OOH display boards
with social feed and all
giveaway materials with QR
code and hashtag present
# Increase social presence
around stunt location
(promoted tweets etc)
# Strategic PPC campaigns
harvesting demand and
aggressively gaining share of
‘salon’ related keywords
# Geotargeted and contextually
targeted display ads across
multiple devices
# Paid social ads across Twitter and
Facebook targeting core
demographic range
6. STIMULUS ZMOT FMOT SMOT UMOT
Metrics
• Reach &
frequency
• CTR %
• Searches on
branded terms
• Social media
following
Increase
Metrics
• Website Traffic
• Page visits
• CPC
• Blogger
enrolment
• YouTube
channel views
• Organic search
rankings
• Reviews logged
on 3rd parties
Metrics
• Sales (£) offline
& online
• ‘click to reseller’
button
• Dwell time
• YouTube views
• Conversion rate
• CPA (£)
• App downloads
• Voucher codes
generated &
used
Metrics
• Analytics data
• YouTube channel
interactions
(views & uploads)
• Hits on FAQ (‘was
this helpful?’
button)
• QR code scans
• Customer service
contact
• In app usage
Metrics
• Net promoter
score
• Review to gain
discount %
• Sentiment
analysis
• Social media
analytics
• Review score
Customer Journey – channels and metrics
7. Display (Paid)
Banner ads and rich media bought as
added value on offline titles
Pre-rolls on YouTube bought against key
demographics to drive traffic to the
brand’s channel focussing on “how to”
videos
PPC (Paid)
Target women ABC1 in London
Affinity searches using keywords such as
grey hair, hairdressers, hair salon, based
on Google Trends analysis
Increase bids on summer months when
search volumes are higher
Creative to focus on product USP (salon
hair at home)
Social Media (Paid)
Paid ads in Facebook and Twitter driving
#ToneACityLDN hashtag and to the FB
page and Twitter feed
Leveraging content from in-store live
demos and promoting it on social media
channels
Above the line (Paid)
TV ads in London linking to
#ToneACityLDN and “search for”
in end frame
Interactive digital billboards near POS
where customers can upload their photos
with simulation of Tonacity in real time
and upload to social media
Print ads with QR codes and hashtag in
key women’s titles driving traffic to
tonacity.co.uk and social sites
STIMULUS – build brand awareness amongst target audience
Unaware
Samantha passed a Tonacity pop up stand on her way home from work and searched for the
#ToneACityLDN hashtag on her mobile phone. Later, she was at home in North London watching
TV with a glass of wine, when the Tonacity ad was played which triggered her to talk to her
husband about the pop-up stand she’d seen on her way home.
Judith was in John Lewis, in between appointments with clients, when a new brand caught her
eye Tonacity. When she got home, over an espresso, she Googled the brand and was intrigued to
investigate further about the promise of salon results at home.
8. ZMOT – drive consideration by leveraging social discovery
Unsure
Review sites (Earned)
Actively encourage customer reviews on
Trustpilot and owned social media
Quickly react to negative reviews and
engage with dissatisfied customers
PPC & SEO (Paid/Owned)
Target women ABC1 in London
Affinity and Category searches including
competitor brands
Creative to focus on product USP (salon hair
at home) and price point
Organic search – optimise keywords based
on PPC learnings
Social Media (Owned, Earned)
FB page / Twitter feed / Instagram
leveraging and promoting UGC and
customer reviews in social channels
Bloggers (Earned, Paid)
Promote the product in top UK blogs
relevant to our audience and drive them to
our website:
Lisa Eldridge, Liberty London Girl, The
Beauty Shortlist, London Beauty Queen,
Who’s the Mummy and Brit Mums (see
Cision top 50 UK blogs)
YouTube (Paid)
Pre-rolls specifically targeting beauty and hair
care/colour content
Focus on product demos as well as ‘how to’
videos
Web & mobile site (Owned)
Landing pages on own site – mobile first
to cater for busy audience on the go
Ensure PPC and organic search results link
to most relevant content (e.g. blonde hair)
Social / Trustpilot widgets to capitalise on
positive customer reviews
Whilst enjoying reading her favourite interior designer blog, Judith spots an advert for Tonacity.
She wants to learn more so she joins the conversation on Twitter using #ToneACityLDN.
Intrigued by how the application of the product works, she searches on YouTube and
watches several product demonstrations.
Samantha begins searching for reviews of this new product she’s seen a lot of hype around.
Her searches lead her to click on several well-known bloggers posts where they are discussing the
quality of Tonacity. She then sees several reviews posted by product users which specifically address
the concerns she had around product safety. She is inspired to visit the site for more information.
9. Display re- and geotargeting (Paid)
Retargeting tonacity.co.uk visitors with discount
vouchers
A/B testing of different creative for strand test
ordering and discount vouchers
Geotarget customers near POS (Selfridges,
House of fraser) with discount voucher on
brand’s mobile site
PPC & SEO (Paid/Owned)
Branded searches including competitor brands
Creative to focus on price point and offering
special discount voucher to drive conversion
Social Media (Earned)
Leverage and promote UGC and
customer reviews in social channels
Retailers (Paid)
Negotiate premium position (e.g. New In) and
top banners in beauty sections of retailers
websites
Offer specific colours (e.g. ombre) as
‘exclusive’ to Selfridges to drive premium
positioning
FMOT – drive brand preference and conversion
In Store (Paid)
Pop-up shops with live demos in Selfridges and
Harvey Nichols – customers can post pictures on
their Instagram/Facebook/Twitter driving WOM
using #ToneACityLDN hashtag
Film the event to create content for the brand’s
YouTube channel
Web & mobile site (Owned)
Order strand demo kits with free home
delivery
Issue e-voucher with unique ID (email
address) and special intro discount –
limited time and quantity offer for
maximum redemption and allow to track
online impact on offline sales
Sections on ‘where to buy’ with links to
retailers sites and nearest store location
Undecided
When Judith visits Debenhams to pick up a gift in her lunch hour she is impressed by the Tonacity
POS display and is tempted to buy the product, then realises she has left her purse in the office.
She takes a leaflet from the shelf and when she gets home that evening, uses her iPad to go onto
Debenhams online and purchases her first Tonacity product.
Having spotted a few of the Tonacity ads while surfing the web, Samantha is considering purchasing
the product. Being very digitally savvy, Samantha is surprised she can’t complete a purchase on the site,
but instead researches in-store locations and sets a reminder in her phone for her shopping trip at the
weekend. When in Selfridges, Samantha sees the POS and purchases her first Tonacity product.
10. Customer Services (Owned)
To deal with issues of complaints, usage and
general info
Short survey using the net promoter score
(NPS) system asking ‘would you recommend
tonacity?’
Packaging (Owned)
Includes instructions, contact information.
QR code to connect to online mediums such
as Facebook, Twitter, YouTube and website
Check analytics to see source of traffic
YouTube channel (Owned)
‘How to’ videos to inform customer on how
to use Tonacity
Encourage them to video or photograph
their experience to share with others
Usage of hashtag to share experience
Number of views
SMOT – drive brand loyalty
Mobile App (Owned)
QR code can lead them here.
Users find an interactive step by step guide on how
to use Tonacity
Within the app, users can take a ‘before’ selfie and
the app will generate what the ‘after’ result would
look like, then shareable on social media
6 weekly ‘time to re-colour’ reminders feature
Web & mobile site (Owned)
FAQ on product usage, faulty or
damaged items and after sales support
Ask them to follow on Twitter or like on
Facebook for additional support and
services
Number of likes and follows. Reduction
on call centre calls. After each question
ask ‘was this helpful?’
High Expectations
Not believing she can get salon results at home, Judith takes pictures before and after dying her
hair. Not wanting people to know initially that she didn’t go to an exclusive salon, she shares
pictures of her results on Twitter, cheekily captioned ‘love my new stylist’. She is inundated with
people asking which new salon she went to and reluctantly shares her secret, Tonacity.
Samantha scans the QR code on the packaging and downloads the Tonacity App. She scrolls
through the how-to videos and re-reads the product FAQs as there is still some hesitancy about using
the home kit. During the first use, Samantha checks over the content on site to guide her through the
process and is ultimately incredibly pleased with the result and her experience of Tonacity.
11. Review sites (Earned)
Actively encourage Trustpilot reviews with
special 10% discount vouchers
Respond to quickly and constructively to
negative reviews
Social Media (Earned, Paid)
Like, retweet, share, favourite positive
posts about Tonacity
Advertise selected positive posts.
Social Media (Owned)
Encourage users to write reviews for
10% off their next purchase
Number of reviews and average rating.
Number of likes and followers
Post their selfies of their new
#ToneACityLDN hair. Tag friends to
post. Competition, selfie of the week
YouTube (Earned)
Share experiences and give feedback on
the product
UMOT – building advocacy and positive word of mouth
Brand Lover
Website (Owned)
Running stats on what % of people would
recommend Tonacity
So impressed by her results, Judith searches on Google for Tonacity and lands on the website.
Instantly she is asked if she wants to take part in a survey and duly confirms she would definitely
recommend the product to a friend. After filling in a few personal details, she is given a discount
voucher off her next Tonacity purchase.
Being an active participant on social media, Samantha tweets her successful colour photos out
to her followers and the official Tonacity account retweets her comment. In order to secure
10% off her next purchase, Samantha reviews the product and again shares socially to achieve
a further discount.
12. Budgets, Timings & Conclusions
April 2015
April 2016
July 2015
October 2015
January 2016
Development of digital assets
(site, app, creative and social
media channels)
Book offline media for
first city launch in
London (2 months prior
to launch)
Launch of OOH,
TV and PRESS
combined with
PR Stunt
PPC, display,
mobile and social
campaigns launch
targeted London
Review analytics
and offline sales
data to spot trends
Development of
digital assets (site,
app, creative and
social media channels)
for 2nd city
Launch second city
alongside tactical
relaunch of London
activity (1st
December)
Use combined learnings to
identify audience trends
and execute always on
activity nationwide
ConclusionsBudget Split by Media
Build Social communities on Facebook/Twitter/Instagram/YouTube and engage actively with users.
Budget split: digital to grow to 50% of total spend in order to reflect
the shift in customer’s media habits
Strategy to focus on #ToneACityLDN as a central theme to generate
mass awareness of the product amongst the key demographic.
Phased rollout approach starting with London to allow for greater
focus and budget efficiency as well as data gathering to Learn,
Refine and Optimise a future go-to-market strategy.
Use of a wide range of digital channels in order to reach various
touch points across the customer journey, based on a clearly defined
persona.
A series of metrics is proposed for each stage of the customer
journey in order to Learn, Refine and Optimise our strategy to drive
awareness, preference and sales.
13. Slide 1 - Cover
We have chosen bright and bold branding for Tonacity, contrasting black and
purple to appeal to a female market and reflect the vibrant colours women are
able to achieve from using the product.
The #ToneACityLDN hashtag introduced later on slide 5 plays a vital role in linking
all the above-the-line and digital activity to provide an all-encompassing strategy.
As such, we felt it was only right to include it on the cover image alongside the
product logo.
Slide 2 - Intro
Here we wanted to give a clear overview of what the product was about, what
makes it so marketable, and the thought process behind our strategy. As our
initial plan focuses on women only in the London area we picked two women
from different demographics who live in and around the capital city to represent
our target market.
Samantha and Judith who are introduced in the next slide are at different stages
in life and although their attributes, habits and motivations are slightly different,
both ultimately have the common desire to achieve a salon result at home. By
slightly adapting our strategy to target these differing personas, we can
successfully win the loyalty of both markets.
Slide 3- Key Personas
We opted to develop 2 key personas covering opposite ends of the age spectrum
and broader range of digital behaviours.
Samantha represents the segment of affluent professional young mums with
small children, recently married, socially very active and fully embracing the
digital life. Samantha uses social media daily to stay in touch with friends and
family. She prefers Facebook, Pinterest and YouTube to consume and share
media. She is proficient in juggling multiple mobile devices, managing personal
and professional communication and timekeeping. Samantha likes trying out new
hair products in search of a professional looking result; she often discovers beauty
brands while browsing Instagram on her commute to work. She is very health
conscious, favouring products free from harmful chemicals.
Judith represents the more mature segment of women; she is a successful high
powered executive. Judith’s children have left home but her busy work schedule
and active social life leave her little time to spend in hair salons. Judith needs to
dye her hair regularly to keep grey roots from showing. She is looking for a perfect
finish that can be achieved at home without her peers knowing it is a DIY job.
Judith trusts established brands and her favourites are Estee Lauder and
14. Lancome. She likes shopping in department stores and meeting friends for coffee
to catch up on gossip. Judith prefers Facebook to stay in touch with far-flung
friends and family, and is an avid Twitter user, tweeting nearly daily about work
and everyday life.
Slide 4 - Objectives, Strategy and Investment
Currently the media spend is split 70/30 between TV and Print, but we propose a
redistribution which allows 50% of the budget to be focused on digital activities
with the remaining 50% divided between TV, Print and OOH.
Digital advertising in the UK forecast at £8.0bn for 2015, OOH £910m, TV 3.8bn,
Print £2.5bn. Driven by mobile, social media, video will account of 50% of mobile
traffic, 83% (98% adults 25-34) of adults use online. Gain 5% market share of the
high end retailers we are operating within. 2013, 10m women in the UK used hair
colour products; aim to obtain 1m new users. Acquire 100,000 downloads of the
Tonacity App, containing a voucher to be redeemed in store, customers download
as free, for future use, or curiosity, so some fall off. Important to have an app as by
2017 app downloads are expected to reach 268.7b (Globally) to
educate/convince/nurture. Mobile technology enables notification of location of
nearest store to customers.
Overall the UK market was estimated to be worth £327m, slight decrease on 2013.
Opportunities:Cheaper than salons, untapped market, exclusive product, PPC
campaigns, social media Strengths: established offline brand, less damaging,
convenience, allergy free. Weakness:Persuading ladies to try new product, low
brand awareness, no customer reviews Threats:Competitive market place,
existing relationship with stylist, prefer what they know, the ability as an
organisation to react to increased online presence.
Slide 5 - Overarching Strategy
In order to phase the transition between offline and online, we chose to
recommend a focused approach in order to make the best use of the funds
available. The overarching strategy employs offline and online tactics to target the
city of London specifically under the strapline #ToneACityLDN.
We felt that as digital is unknown territory for Kleur they would be more likely to
back an initially localised campaign for Tonacity, with the resulting success
informing the UK-wide strategy in the future. London’s influence will be a strong
asset in future city rollouts, so the initial investment will be made in order to drive
brand preference and consideration within this key market.
Slide 6 - The Customer Journey
15. We know that the customer journey is not linear and that consumers will touch on
different parts of the journey at different times depending on their social media
habits, individual consumer behaviour and reaction to stimuli. The progression
from stimulus to UMOT on this slide represents the potential touchpoints within
an ideal journey but allows for the consumer to seamlessly dip in and out of the
journey, even skipping out some elements entirely, but still reaching successful
conversion at the end.
A range of metrics for each stage of the customer journey is proposed, measured
through the following platforms and tools:
Stimulus ZMOT FMOT SMOT UMOT
1. GRPs
2. DoubleClick
for
Advertisers
(DFA)
3. Adwords
4. Socialbaker
s
1. Google
Analytics
2. Google
Analytics
3. DFA
4. Google
Analytics
(referrer
URLS)
5. YouTube
Analytics
6. Google
Analytics
7. ReviewPush
1. Sales Figures
2. DFA
3. Google
Analytics
4. YouTube
Analytics
5. DFA
6. DFA
7. App Store
Analytics
8. App Usage
Stats
1. Google
Analytics
2. YouTube
Analytics
3. Google
Analytics
4. Google
Analytics
(referral
URL)
5. Call Centre
Logs
6. App Usage
Stats
1. SurveyMo
nkey
2. DFA
3. Synthesio
4. Social
Media
Analytics
5. ReviewPu
sh
Slide 7 - Stimulus
Above the line: Although TV and print will play a key role in building awareness,
part of the budget will be shifted from above-the-line to digital, mirroring the
media choices of our TA. The primary role of offline activity will shift from purely
building awareness to driving customers to our social channels, YouTube and
website. Therefore all offline elements will promote the hashtag to drive
customers onto our digital channels further along the user journey.
Search:As case studies from leading cosmetic brands indicate, affinity searches at
the early stages of the customer journey can have a positive impact to ensure our
brand is relevant and positioned as a trusted partner. Using PPC at the stimulus
stage will also allow us to build deeper user insights that will in turn help shape
our above the line messages and our content strategy.
16. Display & content: Google’s Customer Journey tool reveal that in the UK beauty
industry, display is one of the most prominent elements at the early stages of the
journey. We will negotiate with key print titles to buy online inventory as added
value and ensure our brand is relevant by featuring prominently in. Targeted
YouTube pre-rolls (extended version of our TV ad) will allow us to maximise reach
whilst providing clear CTA to drive conversion rates.
Social Media: As our audience is very active on social channels, we will
complement other activity with paid ads on FB/Twitter/Instagram, to drive
interaction with the #ToneacityLDN idea and also capture second-screen activity
Slide 8 - ZMOT
During the ZMOT stage we will leverage social discovery by using a range of
relevant owned and earned channels to reassure customers of our product
superiority and drive brand preference.
Bloggers:Using Cision’s top 50 blog rank, we have identified key bloggers who we
will target via an outreach strategy, aiming to forge longer term relationships with
those who would act as ambassadors for the brand. All photography/literature
provided will include our hashtag. We will leverage blogger endorsements in our
social media channels.
Review sites:As one of the leading review sites, Trustpilot will be a key pillar of
our strategy. We will actively encourage and reward customers who write reviews
for our brand and our site will also include a Trustpilot widget to give high
visibility to customer reviews and increase conversion. Positive reviews will also
be promoted in our social channels.
Search:The focus at ZMOT will be primarily on category searches but also include
a comprehensive range of keywords to reach all potential customers. PPC will
help drive consideration and inform our SEO strategy. Our landing pages will be
customised based on the relevant search terms – e.g. a customer searching for
blonde hair will be taken to the section of the site with relevant ‘blonde hair’
content.
YouTube:We will focus on ‘how to/product demo’ videos and other relevant
content (e.g. tips for big occasions) in order to position the brand as a trusted
partner in hair care.
Slide 9 - FMOT
17. The product will be positioned in premium places in-store as negotiated with the
retailers. ‘Exclusivity’ will be pushed in store regarding the bespoke applicator and
multi-tonal colours only available with Tonacity.
To help with the decision making process, free strand colour kits will be provided
through the website and landing page which will capture their name, address,
email and contact number.
They will receive a time limited discount upon ordering the strand colour kit. A
voucher with a unique code will appear via SMS on their phone that they can
redeem online.
A PPC campaign will emphasise the objectives that we have identified in the
persona, notably having a quick convenient hair colour kit that produces salon
style hair. The advert will take
them to a landing page that shows a demonstration of ease of use and quality of
result. An FAQ will focus on the concerns regarding health and safety. Due to it
being a brand new product it will take time to build product confidence but
eventually the landing page will display the number of people who would
recommend the product using the NPS. Typing in a postcode will bring up a list of
the nearest places to purchase with links to their sites. Product photos will show
users what they can expect to find inside a box of Tonacity. Stockists will provide
floor space for in-store pop-up salons for live demos to take place, these can be
filmed to create content for online media.
Slide 10 - SMOT
Everything mentioned at the Stimulus, ZMOT and FMOT stage must be brought to
life and meet the expectations set out. Part of this is giving complete product
support.The packaging will have a QR code that once scanned, shows the user
the owned mediums such as the website, YouTube channel, social pages and
mobile app.
The YouTube channel will display ‘how to’ videos for using the product. Users will
be encouraged to video and share their own Tonacity experiences.
The website will contain an FAQ which includes links to tutorials and customer
service contacts. Each answer on the FAQ will ask the user whether the answer
was helpful. There will also be health and safety information on the website that
advises users to do an allergy safety test before applying which can be sent out
free of charge.
A free reusable branded ‘colour cape’ will be given to early adopters who input
their barcode on a time-limited landing page, creating a fan-base, adding value
and capturing data.
18. The mobile app will allow the user to preview the effect of the hair colour. The
user takes a selfie and selects the colour they intend to use. The app applies the
chosen colour to their selfie and encourages them to share it. By scanning the QR
code in-app, the user keeps a record of their colour ID and can set up a 6 week
reminder to purchase again.
Slide 11 - UMOT
Harnessing the positive experiences that customers have enjoyed using the
product is key here. In the SMOT stage of the customer journey, users were
encouraged to video and then share their experience of using the product and the
subsequent result. They can then upload their video onto YouTube and Facebook
as well as posting a selfie of their Tonacity dyed hair on the brand’s Facebook
page. Writing a review (positive or negative) and submitting onto the Tonacity
Facebook page would result in a 10% discount on their next purchase. They can
also submit their review through the mobile app. The app allows users to take a
picture of themselves or friends, customise their hair colour with a Tonacity dye,
and then share the results via Whatsapp, Facebook, email or any other social
networking tool.
Equally important is to respond to negative comments and reviews on whichever
platform they are posted. No negative comment or review will be left unreplied to
(unless its a troll). Sentiment analysis is to be carried out on the hashtag
#ToneACityLDN along with anything else related to the brand.
A running counter on the website based on the NPS (net promoter score) gained
from both the app and customer service calls is shown on the website to display
what % would recommend to a friend.
Slide 12 - Budget, Timings and Conclusions
We propose a number of key dates within the next 12 months illustrated within
the timeline. April 2015 will see the launch of the #ToneACityLDN campaign, while
the April 2016 will see this strategy expanding to other parts of the UK based on
learnings. A series of metrics is proposed for each stage of the customer journey
in order to Learn, Refine and Optimise our strategy.
References: We researched many different areas for our project to include UK and
worldwide app usage, typical product fears, beauty and grooming habits of UK
females, analytics and metrics tools, app functionalities, competitor brand loyalty
statistics, working mum behaviour patterns, review sites and digital marketing
strategies. There were too many to fit onto any one slide but we found a wealth of
useful articles to inform our presentation.
