rad x fragrance co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), ui/...

24
CONFIDENTIAL RAD x Fragrance Co. “Go To Market Strategy” Partner: Fragrance Co. Contact: [email protected] Date: TBD Flight: TBD Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]

Upload: others

Post on 19-Oct-2019

4 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

RAD x Fragrance Co.“Go To Market Strategy”

Partner: Fragrance Co.

Contact: [email protected]

Date: TBD

Flight: TBD

Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]

Page 2: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

THE SCENT OF SUCCESS

WHAT WILL RAD INTELLIGENCE DO?

1) http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904

2) http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230

CONVERSION STRATEGY

Media Buying: We compose an end to end media buying strategy that will

encompass the most current conversion strategies across all relevant channels

and platforms. The founding team at RAD have built brands with the most

innovative conversion strategies from the ground up.

Influencer Marketing - Connect, negotiate, monitor, verify, and facilitate

influencer marketing at scale across Facebook, Instagram, YouTube, Twitter,

and SnapChat. Our enterprise solution provides access to every influencer

across all platforms; The platform facilitates offers, payments, reporting,

compliance, criteria, and campaign automation.

$$$

2CONFIDENTIAL

We collaborate,

create and implement the entire brand strategy

including brand guide, logo, copy, wireframes

(desktop & mobile), UI/ UX, and digital assets.

Our Platform: Base commerce system, 3PL

connectivity, and marketplace integrations across

each conversion channel. End-to-end social

media tools, performance dashboards, conversion

tools, that ultimately will create your go-to-market

solution.

RADINTELLIGENCE.COM

Page 3: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

GO TO MARKET STRATEGY

Overview

1) http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904

2) http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230

QUESTIONS THAT WE TACKLE

What does our best customer look like?

How should we market to them?What is the shortest path to conversion?

What conversion channel should I use and why?

3CONFIDENTIAL

RADINTELLIGENCE.COM

INSIGHTS AND KNOWLEDGE

1.6x increase

in purchase intent after seeing user-generated content on

Instagram

BEAUTY PRODUCTS ARE

31% more likely to be purchased in store after a digital

impression with rotation frequency of 6X

Page 4: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

4

Upon Program

Confirmation

Engagement

Strategy & Prep

Implementation

s

Launch

‣ Branding, Identity, logos

‣ Confirmations and approvals

‣ Assets identification

TIMELINE

Page 5: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

AUDIENCE IDENTIFICATIONReports & Processes

Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]

Page 6: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

OBJECTIVE

INTEREST

A

INTEREST

B

INTEREST

C

1 2 3

WORLD

TRAVELERLuxury Goods Fashion Pleasure Seeking

ENTREPRENEUR Money Driven Retain Wealth Building Wealth

FASHIONISTA Wealthy Upwardly Mobile Looking to Upgrade

COHORT –THE WORLD TRAVELER

We’ve identified 3 Cohort groups of people with

similar psychographics along with path(s) to

conversion that can be advertised to at scale.

RADINTELLIGENCE.COM

North America – THE WORLD TRAVELER

Page 7: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

PATH TO PURCHASE -THE WORLD TRAVELER

PATH #1 – 82% OF ALL SALES CONVERT ON A MOBILE DEVICE

WORLD TRAVELER BRANDS & INTERESTS

RADINTELLIGENCE.COM

82% ENGAGE WITH A

MOBILE AD VIA

FACEBOOK, GOOGLE

ADS, OR AFFILIATE

AUTOMATED EMAIL STARTS THE

CONVERSION FUNNEL FOR NON-

CONVETRING SITE VISITS, AVG. 3

EMAILS FOR EACH CONVERSION

CUSTOMERS THAT

USE FB MESSENGER

ARE 3X MORE LIKELY

TO CONVERT AND

HAVE 24% HIGHER LTV

PPC AD UNITS ACCOUNT OF

LESS THAN 15% OF SALES WHILE

FB AD UNITS ACCOUNTS FOR

OVER 70% OF GROSS NEW

SALES

FOR CUSTOMERS THAT DID

NOT SIGN UP AFTER THE

FIRST 3 TOUCHES , 42%

SIGNED UP AFTER 1 DIRECT

MAIL PEICE

Page 8: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

BEST DIGITAL CHANNELS -THE WORLD TRAVELER

CONVERSION PATH – BY THE NUMBERS WORLD TRAVELER SEARCH TERMS

RADINTELLIGENCE.COM

CHANNEL % TOP STATE

Facebook 65 CA

GDN 12% TX

87% OF CONVERTED SALES WERE EXPOSED TO

BOTH A FACEBOOK AD AND A GOOGLE AD WORD

OR GOOGLE DISPLAY AD

65% OF ALL DIGITAL SALES FUNNEL THROUGH

FACEBOOK AT SOME POINT DURING THE

CONVERSION CYCLE. A DIRECT CORRELATION

FOR IMPROVED LTV AND CAC ON CAMPAIGNS THAT

BEGIN ON FB

Page 9: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

CONVERSION PATH -

CONVERSION PATH – PPCTOP PERFORMING CAMPAIGNS

RADINTELLIGENCE.COM

CHANNEL % TOP STATE

Facebook 65% CA

GDN 12% TX

THE WORLD TRAVELER

Page 10: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

BUDGET

GUARANTEED

IMPRESSIONS

GUARANTEED

ENGAGEMENTS

ESTIMATED

# OF POSTS

ESTIMATED

# OF INFLUENCERS

GUARANTEED

IMPRESSIONS

GUARANTEED

ENGAGEMENTS

ESTIMATED

# OF POSTS

ESTIMATED

# OF INFLUENCERS

GUARANTEED

IMPRESSIONS

GUARANTEED

ENGAGEMENTS

ESTIMATED

# OF POSTS

ESTIMATED

# OF INFLUENCERS

BUDGET

BASIC

BUDGETBUDGET BUDGET

BUDGET

ACTIONABLE INSIGHTS

3 EMAILS TO CONVERT

EACH CUSTOMER

INFLUENCERS WITH MATURE

FOLLOWING, OVER 35, 74%

MALE

OF ALL SALES FUNNEL

THROUGH FACEBOOK

OF CUSTOMERS THAT

GET A DIRECT MAIL

PIECE AFTER INITIAL

TOUCH CLOSE

• MESSENGER IS ESSENTIAL

• 65% OF CONVERSIONS

START W/ FB

PROSPECTS THAT SEE

BOTH FB AND GDN AD

CONVERT 78% MORE

ONCE CUSTOMERS ARE

IDENTIFIED THEY NEED 9

IMPRESSIONS BEFORE

THEY CONVERT

MAX BUDGET PER CHANNEL

IS PROHIBITIVE AT SCALE AND

AUDIENCE SIZE PER PROJECT

ESTIMATED

AUDIENCE SIZE

PER XYZ

ASIAN & AFRICAN

ETHNICITY

ESTIMATED

INCREASE IN LTV

ESTIMATED

REDUCTION IN CAC

RADINTELLIGENCE.COM

TOUCH POINTS PAID MEDIA INSIGHTS

Page 11: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

PERSONA DESCRIPTION

THE WORLD TRAVELER, THE ENTREPRENEUR, AND THE FASHIONISTA ARE THE MAIN 3 PERSONAS FOR LUXURY GOODS, MULTIPLE HOMES,

INTERNATIONAL LIVING, AND PLEASURE SEEKING ARE MAIN INTERESTS. OTHER INTERESTS INCLUDE DEPLOYING MONEY & BUILDING + RETAINING WEALTH.

CONTENT EXAMPLES

These are content examples from this influencer persona type.

Fun in the sun with my cutie pie👯♀️☀️🧜 ♀🧜🌴⛱

Playing with confetti kind of morning♥️

Hello 👋🧜 2018! Happy new year everyone!! ✨🎇

PERSONA I. D.

WORLD TRAVELER | AUDIENCE

AGE INCOME $150K+

INSIGHTS

OUR INSUGHTS SHOWS A $52,223 INCREASE IN MONTHLY REVENUE

INSIGHTS 2

NEW YORK HAS ROOM TO GROW, AND IS UNDER SERVERED

INSIGHTS 3

These insights WERE DEPLOYED and tested with the CEO of the DIRECT TO CONSUMER COMPANY.

WHAT NEXT?

SUMMARY

• Reduction of CAC, 21%• Monthly allocations / spend • Shows clear path to purchase• Identified the exact audience target & size• Identified improvements in Path To Purchase• Eliminated underperforming campaigns• Identified retargeting improvements

KEY CAMPAIGN

PERFORMANCE

METRICS

KEY AUDIENCE INSIGHTS

TOTAL NEW CUSTOMERS PER MONTH AVERGAE 908

#1 Market – SAN FRANCISICO

RADINTELLIGENCE.COM

MONTHLY SIZE CUSTOMERS CAC LTV REVENUE

SAN FRANCISCO 2.4M 1380 28% 22% $24,700

NEW YORK 3.2M 1102 22% 31% $13,130

AUSTIN 900K 989 24% 28% $7085

SAN DIEGO 767K 875 25% 19% $4500

SEATTLE 674K 555 21% 16% $2808

AVERAGES 2.73M 1098 25% 21% $52,223

Page 12: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

PERSONA DESCRIPTION

THE WORLD TRAVELER, THE ENTREPRENEUR, AND THE FASHIONISTA ARE THE PERFECT PERSONAS FOR THIS DIRECT TO CONSUMER BRAND. OUR DATA INDICATES SIGNIFICANT OPPORTUNITY WITH ENTREPRENEURS IN THE NEW YORK AREA. SAN FRANCISCO REMAINS THE SECOND LARGEST TARGET MARKET.

CONTENT EXAMPLES

These are content examples from this influencer persona type.

Fun in the sun with my cutie pie👯♀️☀️🧜 ♀🧜🌴⛱

Playing with confetti kind of morning♥️

Hello 👋🧜 2018! Happy new year everyone!! ✨🎇

AUDIENCE I. D.

WORLD TRAVELER | BUDGET ALLOCATION

N

YINCOME $235K+

INSIGHTS

74% WERE EXPOSED TO WE CHAT, OR GDN BEFORE SEARCHING DIRECTLY

INSIGHTS 2

LTV EST BY 25%

INSIGHTS 3

THE NEXT PAGE IS THE GLOSSARY – IYOU WILL FIND SPECIFIC CONTEXT ON EACH KEY INISGHT.

HOW DO I MAKE SENSE OF IT?

CAMPAIGN BASE

SPEND METRICS KEY AUDIENCE INSIGHTS

ELIMINATE (LA MARKET)

#1 GROWTH MARKET NEW YORK

RADINTELLIGENCE.COM

Spend Allocations Q1 Q2 Q3 Q4 AVG

SAN FRANCISCO $150,000 $300,000 $300,000 $200,000 $950,000

NEW YORK $250,000 $700,000 $450,000 300,000 $1,700,000

AUSTIN $50,000 $300,000 $150,000 $200,000 $700,000

SAN DIEGO $30,000 $200,000 $250,000 $125,000 $605,000

SEATTLE $20,000 $200,000 $150,000 $75,000 $445,000

TOTALS 500,000 1,700,000 1,300,000 900,000 4,300,000

NEW YORK $ ALLOCATION

AUDIENCE AGE & SPEND

RATIO THRESHOLD(S)

INDICATE SIGNIFICANT

MEDIA BUDGET INCREASE

OPPORTUNITY

Page 13: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

Glossary

Customer Acquisition Rate: The overall blended improvement is reported at 21%. Rad identified the correct and highest converting audiences to achieve

this goal while eliminating multiple underperforming audience groups at the same time.

Results: As a result of CAC reduction, over $50,000 each month in previously un-captured revenue was created without increasing media spend.

Underperforming campaigns were identified and subsequently halted. This budget was in turn allocated to the correct audiences. Underperforming

campaigns halted were Houston, Miami, and Los Angeles.

Best Time of Year: Adjusting media spend per month based on data trends increased conversion and added to a reduced overall customer acquisition cost.

Counterintuitively, Q2 was identified to be the highest producing months.

Audience Clarity: Understanding the audience size, exact interests, and constant improved targeting of the “perfect” prospect enables efficient and optimal

conversion marketing. In this use case, we identified underserved opportunity in the New York market which also suggests additional improvement pockets

exist for further optimization and the offering will continue to support scale.

LTV Increases: Our models indicate a LTV improvement of 25%; this is a direct result eliminating audiences that in underperforming areas, and increasing

media spend in high performing areas.

Best Practices: This result of Rad Intelligence findings, suggestions, and implementations:

1. Eliminating underperforming audiences,

2. Focusing on markets that our data-sets indicate are optimal

3. Displaying the correct ad, at the correct time in the conversion funnel

4. Allocating increased budgets in key opportunity markets

5. Optimization of Facebook Messenger

6. Ensuring all leads, get a 1-2-3 drip

7. Ensuring all prospects/customers see both GDN and FB ads in close rotation

RADINTELLIGENCE.COM

Page 14: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

MARKETINGBranding, Influencers, & Concepts

Copyright © 2018 Rad Intelligence www.radintelligence.com [email protected]

Page 15: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

COLLAGE 2

#LOVEOFXYZ

Page 16: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

@mariannahewitt

COLLAGE 4

#UNIQUE

Page 17: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CREATE: A NEW WAYBEAUTY CARE PRODUCT CATEGORY

@hairhack

Beauty content is wildly popular on social media; significant opportunities are

abundant in new sub-categories such as fragrance(s)

Natural organic beauty products are “on trend”

Beauty influencers perform 6x better than others

Fragrance + “organic” influencers is an untapped resource

Working with Rad Intelligence will support, enable, and provide measurement &

execution.

CONFIDENTIAL 1

7

THE BEST SCENTS

OF THE WORLD

FRAGRANCE OF

ETHIOPIA

Page 18: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

850Mviews of content from the top

200 beauty brands

http://www.pixability.com/industry-studies/ (beauty Industry Reports 2015

&2016)

OPPORTUNITYBEAUTY DRIVEN CONTENT FEATURING ORGANIC FRAGRANCES

100Mhours of

watch time

daily

587Mlikes

24Mbeauty related

tweets in 2015

65%more views of beauty videos

on YouTube since 2015

125Bviews of beauty-related

content on YouTube

150%increase in time spent

engaging with beauty

content on Instagram

since 2015CONFIDENTIAL 1

8

Page 19: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

FANS BUYWHAT THEY SEE

http://wwd.com/beauty-industry-news/people/social-media-influencers-beauty-industry-10292082/

http://collectivebias.com/blog/2016/04/title-racing-influence-store-purchases-infographic/

CONFIDENTIAL 1

9

1.6x increase

in purchase intent after

seeing user-generated

content on any social

channel

BEAUTY PRODUCTS ARE

24% more likely to be

purchased in store after

seeing a digital

impression

Page 20: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

BRAND X PRODUCT

ATTRACT INFLUENCERS

A mix of branded content and user-

generated content is a more cost

effective way of spending a marketing

budget. Utilizing measurement and a

one-stop shop digital approach with

RAD ensures optimal results.

Younger viewers of YouTube have

little or no brand loyalty. However,

they are loyal to channels that teach

them techniques and reward with

with engaging content. This strategy

is one (1) of many RAD will employ.

97%of YouTube beauty

video views belong

to influencers

20%of beauty video views

belong to the top 10

beauty vloggers

2%of beauty video views

belong to beauty brands

http://offers.pixability.com/digital-makeover-social-video-beauty-

ecosystem

CONFIDENTIAL 2

0

CONCEPT

Page 21: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CREATIVE APPROACHDATA DRIVES THE STRATEGY

Over-investing in creating

branded content and

underinvesting in influencer

content is a mistake. We take

a creative and analytical

approach to building brands. 97% control of conversations

around beauty and brands on

YouTube

10x more videos on their channels

than beauty brands on You Tube

7x more frequently published content

on YouTube than beauty brands

@shahnazshimul

@leenydiaz

@hairhack

s

Beauty vloggers, or "haul girls", and other

beauty content creators rule.

www.digitallyapproved.com/2015/09/29/the-next-frontier-for-food-influencers-

youtube/

CONFIDENTIAL 2

1

@talkingwithtami

Page 22: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

IF WE DON’T DO ITSOMEONE ELSE WILL...

New categories and products outperform all other industries consistently by 3x. Audiences

have shown they desire new options across all beauty categories. Over 80% of the audience

category is open to trying organic products that are “new to market”.

httpshttp://wwd.com/beauty-industry-news/people/social-media-influencers-beauty-industry-

10292082/ http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904

http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230

$12.21

average ROI for beauty

influencer campaigns in

20152

3.2%is the average

engagement rate for

beauty

9x YOYincrease in earned media

value for the beauty category

on Instagram1

CONFIDENTIAL 2

27

CONCEPT

Page 23: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

CAMPAIGN STRATEGIES

PHASE 1 | MVP

Budgets Will be structured on each

channel

STRATEGY 1 | Branded content does not

resonate as well with social audiences as

influencer content. Beauty influencers receive

2600% more comments on their content than

STANDARD beauty brands’ content.2

9

Leverage Influencers to Create

Unique Content at Scale

Strategy 3 - Content variety and volume

are two strategies that play well in beauty

category on social channels. . Work with a

wide range of influencers and let them

present your brand in their own unique

way. Creating the effect of an

“everybody's talking about it” trend is

much more powerful than a single piece

of content

Posts with Paid Social

STRATEGY 2 - Get next-level

engagement by pushing paid media

along with influencer posts. This not

only improves the visibility of your

content within the influencer’s audience

but can extend the reach of your

campaign to targeted, new audiences.

Engage with Your Audience

STRATEGY 4 - Use the conversation

generated around your influencers’

content as an opportunity to engage with

your audience. Jump into the comments

and join the conversation!http://offers.pixability.com/digital-makeover-social-video-beauty-

ecosystem http://tubularinsights.com/youtube-beauty-

industry/#ixzz4VN72y4qw @Alyssaashley

ALYSSA ASHLEYAshleyCampaign

@K@Alyssa Ashleyail Lo

@hairhacks

Page 24: RAD x Fragrance Co. fileincluding brand guide, logo, copy, wireframes (desktop & mobile), UI/ UX, and digital assets. Our Platform: Base commerce system, 3PL connectivity, and marketplace

CONFIDENTIAL

24

[email protected]

RADINTELLIGENCE.COM

THANK YOU