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Squared Tonacity Presentation
- 1. Tonacity by KLEUR PresentedbyGroup17 More than 8 million women home colour
- 2. High End Home-Colouring System Achieves Professional Salon Results The first home-hair colouring range to give a truly multi-tonal result, designed by industry leading colour technicians. A unique concept in hair colouring which targets time poor, A unique product that sits between quality hair salons and existing home colouring kits. It has its own market niche with no direct competition. Tonacity offers a wide range of colours with a bespoke application tool that allows women to apply multiple colours with ease. Your colour. Your choice. In your time. This product is not a budget home- colouring kit with budget results. At £24.99 you get the salon finish but without the salon price tag.
- 3. Who Do We Target? Kate (38) – Cash Rich, Time Poor Shauna (22) – Lives With Parents Shauna has just left university and started her first job in PR as an assistant. The new job may seem glamorous, but it's not great pay, so she lives at home. She has a passion for fashion, shopping and going out with her friends. They follow the latest trends in beauty, fashion and music, as well as celebrity gossip and style icons. Shauna lives her life through her mobile, life would be meaningless without it. How else would she be able to keep in touch 24/7, organise her social life, shop and look for the latest trends and gossip!! Kate loves her job, which is creative and fun but demanding. She enjoys keeping fit, yoga, fashion, celebrity styles and has precious little family time. So she is time poor for her personal beauty regime, but spends money on high-quality beauty products in order to take care of her appearance. Shopping behaviour Due to Kate’s busy lifestyle she prefers to shop on premium retailer sites for ease and convenience. Kate’s is attached to her smartphone and tablet for both work and downtime. She is a full-time exec at media agency, £40K p/a and first time mother to son Harry who has to juggle work and childcare. Shopping behaviour Shauna is a multi-screen user, using mobile for on the move research and trawling social media. She’s happy and confident to make purchases online and regular purchases on her mobile.
- 4. Stimulus ZMOT FMOTSMOT UMOT Loyalty Advocacy Awareness Consideration Purchase Experience Influence Loop Evaluation RE:NEW.ALL | Spring 2016 A NEW LOOK Affordable, salon-quality, easy to apply multi-tonalhair colouring system by KLEUR >
- 5. • Emotional • Episodic storytelling – take control of your hair • Inspirational • Before and after photos in time-lapse video • Celebrity before and afters • Rational • App and website’s interactive colour picker HERO • Instagram/Facebook/Twitter/YouTube • Product updates • Hashtag campaigns • Before and after shots • Competition to post your own before and afters • Pop-up shops in selected retailers:HUB • Educational • ‘How to’ videos • Ask the expert on FB/Twitter • Customer videos • Tips on how to keep your hair colour longer • Customer home-remedy tips • Rational • Tonacity App: What colour suits me best? HYGIENE Content Strategy BEFORE & AFTER BEFORE & AFTER SIMPLY CREATIVE COLOURS #mycolour #mytime
- 6. Content Strategy continued • Advertisements on or in: • TV • Paid search • Display • Magazines (both online and print) • OOH • Banner ads on online shopping sites • YouTube sponsorship • Programatic advertising PAID • Tonacity website • Tonacity app • Try a hair colour • Links to ‘how to’ videos • Email newsletter featuring product updates, latest news and endorsements • Official YouTube channel featuring online videos • Facebook/Twitter/Instagram • App notifications OWNED • Customer reviews • Brand ambassador recommendations • User generated ‘how to’ content • Uploads of before and after pics through social media as well as the Tonacity app EARNED
- 9. Creative Route One Luxury Colours at Salon Quality
- 10. Creative Route Two Simply Creative Colours
- 11. Traditional & Digital Media Plan and Budget Split Plan Week Budget Traditional Pre-launch Week 1 Week 2 Week3 Week 4 Week 5 Week 6 Ongoing Budget Split* TV 64% Press 4% OOH Print & Digital 10% PR & Digital 3% Experiential Event – Top Stores Only? POS To All Stores 4% Digital Pre-launch Week 1 Week 2 Week3 Week 4 Week 5 Week 6 Ongoing VOD 3% Search Ads Display Ads (Programmatic) 3% Female Partnership 2% YouTube Partnership 2% Social Media/Loyalty 1% Website & App 4% *Budgetincludesbothproduction&mediacosts
- 12. Measuring Success Channel Measurement KPI TV/ Print/ VOD TVRs Google Analytics – searches at advert times Social media visibility/reach Brandwatch Brand awareness Display Integrated survey lift tools Viewability – impressions CTR Brand awareness Build reach Search Integrated survey lift tools Viewability – impressions CTR Brand awareness Social Media Shares Instagram uploads and shares Entries into competition Brand awareness Build social community Store Sales/coupon redemptions Traffic Conversion Increase sales Channel Measurement KPI Website & App Google Analytics App downloads reviews Brand awareness Build reach Experiential Footfall Voucher redemptions Build reach Build social community Sales PR Press coverage Social media – visibility Brandwatch Brand awareness Build social community Youtube partnerships Views/ shares/ engagement Brand awareness Increase sales Celebrity endorsement PR coverage Brand awareness Increase sales
Editor's Notes
- More than eight million women now colour their hair at home and more colouring kits are being sold than ever before, inspired by supermodels and celebrities according to an article on dailymail.co.uk. Furthermore, the Telegraph.co.uk reports that sales of temporary hair dye have tripled over the past year thanks to the crazy coiffures of Katy Perry, Nicki Minaj and even Dame Helen Mirren. They call it the ‘Katy Perry’ effect. Mintel’s 2015 research confirms that the size of the hair colouring market has grown 3 times in the last year. It was £1 million in 2013 and £3 million in 2014 with a focus on take-home products. Consumers are becoming more creative and experimental with colours and styles with home styling and more natural products set to reach 43% of the personal hair care market in 2025. Sources: http://www.dailymail.co.uk/femail/article-4434/Is--163-5-hair-colour-good--163-50-salon-one.html#ixzz3xViJrXCx http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11400109/The-Katy-Perry-effect-temporary-hair-dye-sales-roar.html http://www.mintel.com/press-centre/beauty-and-personal-care/hair-today-gone-tomorrow-uk-sales-of-temporary-hair-colour-triples
- Kleur Tonacity’s current budget split is 70/30 television versus premium print magazines. There is no digital presence but there are plans to build a website. We recommend building on your established reputation, but with a shift in focus towards digital aiming for an eventual 85/15 budget split between offline and online marketing. We will examine the target market, the customer journey and touchpoints along the way. We will also look at how this marketing campaign will work to build a fast-growing but loyal fan base. Finally, we will provide a recommended budgetary split and key performance indicators (KPIs).
- Tonacity’s typical customers is cash rich and time poor, they are busy women trying to juggling hectic work and home life. They are fashion and style conscious, so always looking at the latest trends. They are heavily influenced by celebrities and new media creators (vloggers, bloggers). They want the celebrity looks and style without the time it might require in a salon. As multiscreen users they love to research products and read reviews on the move. Meet Kate - she fits this customer profile and always looks for quality over price. She is a busy young mum who likes to look good. However, it’s not just busy trendy mums that we see as your target market. Meet Shauna - she’s just out of uni and works in PR. She still lives at home and is attached to her mobile and other devices. Shopping online is second nature to her. She loves to read up on reviews to ensure she's up to date with latest trends. By building these customer profiles we are putting ourselves in your target market shoes.
- Kate’s journey to discovery starts when she sees an advert for Tonacity on TV, which reminds her that she needs to get some hair colourant. She then Google’s Tonacity on her laptop. She finds the Tonacity website and watches a YouTube video about applying Tonacity. The following morning on the way to work, she reads an article about Tonacity on a high-profile beauty blog on her mobile. She also clicks on Instagram to look at some photos. From everything she’s read she realises that Tonacity is only available at exclusive retailers’ so she opens the John Lewis website and clicks on the banner ad featured on the homepage. Kate purchases Tonacity in her favourite tones via the John Lewis site. Post purchase John Lewis sends her an email confirmation including a link to a how-to video, hints and tips for before you colour your hair and a promotional message “Share your before and after pictures on the Kleur Tonacity Instagram page to win a prize”. The product is delivered as advertised. Instructions are included. She carefully reads the instructions and uses the video before applying the product. Both are very useful. After washing and styling her hair, she looks in the mirror and finds she has to get used to her new look at first, but she is genuinely happy with the result. Kate remembered to take some before and after pics and shares them on the Kleur Tonacity Instagram page – building more great content.
- The Kleur Tonacity content will underpin our entire marketing strategy. The underlying theme is about taking control and creating your own personal experience as the hashtags illustrate. Throughout our paid and owned campaigns we will establish Hero, Hub and Hygiene content. We will use a mix of emotional, inspirational, rational and educational content. Our emotional ‘hero’ content will focus on the primary character – a woman who has the confidence to take control of her hair. We will do this through episodic storytelling of what she does and how it makes her feel, what she can achieve and where her new look lead will to. We will inspire people through imagery and storytelling by using celebrity brand endorsements as well as stories about women’s own experiences of Kleur Tonacity and what a difference it has made to them. We will help people with their decision to purchase with rational content. We want to drive awareness by educating them through videos and encourage our growing community to educate others. All this will inspire our community to share their experiences with one other and tell us about their own emotional journey thus building loyalty and advocacy. Entertainment – competitions & quizes/Convince - sales
- You would leverage the ‘Bought’ channels to gain prospects. The ‘Owned’ channels allow you to communicate with your prospects and customers. You control these channels and will populate them with relevant and consistent content as described earlier to attract your target audience. When customers who’ve used the product start talking about it on social media that’s when the ‘Earned’ channels kick in. Your customers promote the product for you and some of that will happen on your ‘Owned’ channels. With the ‘Paid’ and ‘Owned’ channels it’s important that we remember that the content ultimately aims at what we want the customer to do. We want them to buy the product, watch a video, get a coupon, get the app and share their stories.
- Previously, Kleur has used a mix of traditional channels to reach their audiences. As part of our marketing strategy we will provide more opportunities in the current market place and introduce new digital channels. However, we expect to continue with some traditional marketing channels as well. Television is one of the greatest channels to use in terms of creating brand awareness; we will maintain a TV presence to target our audience whilst watching their favourite soaps etc. Budget permitting, we could consider a sponsorship deal with a relevant show or channel. Press - As the target audience is likely to have an interest in fashion, celebrity gossip, etc., we will place adverts into selected publications that they may read whilst commuting or relaxing after a long day at work. Out-of-home advertising such as billboards, bus stop posters and in tube/train stations will showcase the product while your busy audience is commuting to and from work or on their way to see friends. PR – Sending off product samples to high-profile journalists to write a review about Tonacity, talking about the great features to an existing follower base. We would also send to lower-profile beauty/fashion bloggers and vloggers to inform their followers of our new product in order to raise awareness. Experiential - We would also run ‘pop-up salons’ in selected retailers where potential customers have the opportunity to buy the products, giving themthe opportunity to experience the product first-hand and discuss it with experts.
- In addition to the traditional marketing channels, digital media will allow us to have greater reach to an in-market audience. We will use the following as part of our revamped strategy: The target audience will be tech-savvy and likely use social media to keep in touch with friends and current trends. Placing value-added social posts here will pique their curiosity and desire to learn more. Once we have identified our target audience, or those likely to purchase, we will serve them personalised ads on any websites they choose to visit throughout their day, or even mobile in-app ads. This is called Programmatic Display Advertising. Cheaper than traditional TV, and better suited to the money-rich, time-poor audience we are aiming toward, we will place video ads on specially selected shows on On-Demand video platforms. We will sponsor an existing YouTube vlogger that has an already-established subscriber base, giving top tips and reviews of the product, in addition to their normal content. This is rapidly becoming one of the largest platforms and we need to capitalise on this. We will have our own app where the user can virtually ‘try on’ a new hair colour in addition to tips, tricks and extra discounts on our product range. We could also use this to build loyalty and offer some sort of ‘points’ scheme. All of our OOH and Print advertising will be QR/NFC equipped, taking the customer to the app download.
- Let’s remind ourselves of the key objectives that are driving the creative. Our objective is to develop a marketing proposal for the launch of a new female beauty product - Kleur Tonacity – which drives awareness, evaluation and sales in addition to building loyalty and advocacy. Putting the product in context – with a price of £24.99 it sits between the quality hair salon and existing home-colouring kits. There are no direct competitors. Our customer is a busy working Mum with a disposable income, but a lack of time. Our alternative customer is a young woman who still lives at home, is in her first job and loves all things digital. To position the product in the market we recommend publications to include Vogue, Marie Claire, Good Housekeeping; retailers with an exclusive cachet including John Lewis, Selfridges, Debenhams and HOF in an existing or new haircare section. The product will NOT be available in supermarkets or chemists. Comparable brands are Aveda, Clinique and Chanel. Therefore, the route must offer a sense of quality, a luxury experience. So, route one is about clean lines, sophistication, exclusivity, a premium product that builds on the brands she loves. The tone of voice will also exude luxury, elegance, exclusivity and sophistication. We will have an own-able identity, unique in the market place, targeting what ‘she’ wants from a multi-tonal hair product - what she expects and her perception of this unique product.
- Route two is about creativity, opulence, cutting edge design and innovation - what she wants to be famous for. The tone of voice reflects this in its creativity, dynamic colour, crafted design and innovative ideas. The rationale is that both routes offer a sense of quality and luxury and will transition across other leading brands whether that’s in a retail space, publication, mobile or online. Whichever route is chosen, it will be applied across the integrated marketing campaign.
- Traditional marketing still remains the most expensive form of communication particularly for TV followed by OOH. All of the media in this table include production costs. As there is a heavy weight of TV behind this campaign, a larger portion of the budget had to be applied, especially for launch (about 300 TVRs – 3m impressions) to ensure it gets the cut through. There will be additional digital support through ‘earned’ as our PR agency and partners will amplify the product launch through their channels and therefore increasing our digital presence by a further approximate 6%. We will also be using digital display OOH, as well as print, around shopping malls. This media plan does not included cost for building the website. The 4% budget for website content updates regarding Tonacity and the Tonacity app.
- We now have greater connectivity and technology empowering consumers. Equally, we are able to measure and evolve marketing campaigns to better target consumers using their feedback and behaviour patterns. The above-the-line channels will be measured by brand awareness via services such as Brandwatch and YouGov, where we’ll be able to measure awareness and benchmark it against comparable brands. Display and search ads are extremely targeted and measurable and we will have more visibility to change these depending on results. Furthermore, social media is highly measurable and flexible, meaning we can use multiple messaging to target different customer segments. One of the key measurements will be sales in the selected stores, which we’ll be able to accredit to the various channels by using promo codes and vouchers redemption codes. This comprehensive strategy will utilise the digital and traditional channels to drive awareness and create an inspirational brand story that encourages evaluation and consideration. Using digital channels to listen to our target market will allow us to bring them into the story, using their experiences and views to build great content and build advocacy leading to increased sales.