your time to shine beauty final project...

YOUR TIME TO SHINE BEAUTYFINAL PROJECT PRESENTATION

Jessica M. Cooper

Avon Ind. Sales Rep

COMPANY AND CUSTOMER

About Avon

Avon is the company that stands for beauty, innovation, optimism, and above all for women.

The Avon Brands

Avon is an industry leader in anti-aging skin care products, fragrance, and color cosmetics. Its product line includes beauty products, fashion jewelry and apparel and features such well-recognized brand names as Avon Color, ANEW, Skin-So-Soft, Advance Techniques and mark.

Customer Segment

Women 25-34 years old

Elevator Pitch

For women of all ages, who have skin care concerns, Avon’s skin care products offer full spectrum skin care lines that noticeably reduce fine lines and wrinkles, evens out skin tone, and diminishes blemishes. Unlike other brands, Avon’s products are affordable and protect your skin from dryness and sun damage.

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CURRENT DIGITAL MARKETING EFFORTS: WEBSITE/BLOG

YourTimeToShineBeauty.com

The website was intended to be a one-stop-shop for all things Avon, however, the menu is a bit busy, the site is out of date, it’s not SEO optimized, and I do not create blog posts regularly.

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WEBSITE MENU: A CLOSER LOOK

• Avon Freebies and

Avon Brochure

pages are landing

pages that I’ve done

paid advertising on

in the past

• Avon Brands menu

has links to blank

pages and some

pages have

poor/blurry images

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CURRENT DIGITAL MARKETING EFFORTS: FACEBOOK & TWITTER

fb.com/YTTSB twitter.com/YTTSB

• Currently, the same posts are being

added to both the Facebook and Twitter

accounts. Any variations between the

posts are due to the character limit on

Twitter.

• Social media posts can be about Avon

products, holidays, recipes, health

topics, or day-of-the-week hashtags

• #MotivationalMonday

• #TrendyTuesday

• #WorkoutWednesday

• #ThankfulThursday

• #FashionFriday/#TGIF

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CURRENT DIGITAL MARKETING EFFORTS: SOCIAL MEDIA CALENDAR

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CURRENT DIGITAL MARKETING EFFORTS: SOCIAL MEDIA ADVERTISING

• Roughly 1 month prior to our

homework # 8 assignment to create a

social media ad, I’d actually ran a

Facebook ad where I targeted a

much wider demographic segment.

• I found that women ages 25-34 were

the highest responding demographic

segment, so when I created my ad for

Hmwk #8, I intended to target this

segment only

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CURRENT DIGITAL MARKETING EFFORTS: SOCIAL MEDIA ADVERTISING

• On that earlier ad,

I’d reached 15,297

people over a 14

day period

• The Response Rate

was 0.40% (Link

Clicks/Reach)

• I spent $1.01 for

every link click on a

total budget of $75

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CUSTOMER EMPATHY MAPThink & Feel (Internal Conversation)

• Self-conscience about skin

• Self-conscience of skin issues for her

age

See (Influences)

• Works with the public who can be

scrutinizing of people’s appearance

• Co-workers may comment on skin’s

appearance

• Neutrogena and Proactive are acne

products that are available

• Has sensitive skin which makes treating

skin care issues more difficult

Hear (Influences)

• Customers/co-workers commenting on

or asking questions about skin

• Teasing from co-workers

Say & Do (Behaviors)

• Soldier through with dignity & continue

on with workday, but is still aware of

the skin issues

• Tries different skin care products

(Neutrogena, Proactive)

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CUSTOMER PERSONA:

SENSITIVE SKIN SHARON

Background: Sharon is a full-time mother and employee. She works in a customer facing role, and works with the general public for a majority of her work day. She has worked for her current employer for over 20yrs. She is married with 2 adult children and one teenager

Demographics: 56yrs old, Dual head of household: $85K/yr, Suburban

Identifiers: Calm, Very customer service oriented, Open to trying new products

Goals: Sharon has had sensitive skin all her life and has dealt with acne issues since adolescence. Although acne decreases for a lot of adults as they get older, her acne has persisted into adulthood. She would also like to find a skin care product that is not harsh on her sensitive skin.

Challenges: Working in a customer-facing role makes her self-conscience about this skin issue because some customers either stare or comment on her skin. Her co-workers can also be a bit childish at times, and have been known to tease her about her skin problems. Sharon has tried many skin care products to deal with this issue, however, products such as Neutrogena and Proactive are either too harsh for her sensitive skin or don’t work. She is also concerned about finding skin care solutions that are easy on the wallet and that work quickly with noticeable results w/in a day or two.

What can we do: Avon’s line of acne skin care products are mild enough for her to use on her sensitive skin without resulting in excessively dry skin or skin peeling. Results are noticeable w/in her preferred time frame, and are priced much lower (Kit: $39 for 3 month supply) than products like Neutrogena and Proactive (Kit: $55)

Real Quotes: “My skin is sensitive, and I do have to be careful about what type of chemicals I use on my skin. Proactive made things worse, and so I didn’t use that anymore. Neutrogena was gentle, but it didn’t solve the problem for me.”

Common Objections: Avon products are cheap and don’t work. Avon is for old ladies.

Marketing Messaging: Avon offers skin care products that are mild enough for sensitive skin and show results within days of first use.

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TARGET AUDIENCE

•Women who are looking for daily skin care solutions with expectations of specific results at an affordable price.

•Daily moisturizer with SPF

•Skin-firming moisturizer

•Acne treatments

•Face mask treatments

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SETTING A MARKETING OBJECTIVE & DEFINING KPI’S

Traditionally, it has been difficult to engage people on social media and to entice them to make a purchase online.

My main marketing objective will focus on growing online revenue of skin care products by leading Facebook ad viewers through my sales funnel while also capturing contact information (name and e-mail) so I can nurture those leads via e-mail marketing.

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DIGITAL MARKETING OBJECTIVE:

IS IT S.M.A.R.T.?

Main Objective: Increase Online Sales, 10 New Sales per Month

S (Specific): Increasing sales is a very specific goal, not broad at all

M (Measurable): Measured in sales revenue generated or in the number of new sales

A (Achievable): Many Avon sales reps are selling successfully online

R (Realistic): As an online seller, it is very realistic to expect sales to result from advertising efforts when executed correctly

T (Time specific): Sales can me measured over a specific time period

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WHY INCREASE ONLINE SALES?: JUSTIFYING THE OBJECTIVE

• My last online sale was in

March 2017

• Customer purchased

perfume and matching body

lotion and shower gel

• Total purchase price: $45.97

• Skin care products are higher

price point items w/auto-

replenish option

• THERE IS MONEY TO

BE MADE HERE

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MEASURING THE OBJECTIVE: KPI’S

•KPI 1: Number of New Online Orders•This will be my main KPI for measuring sales because I’d like to see the total number of people making online purchases increase overall

•KPI 2: Ad CPC

•KPI 3: Ad Reach

•KPI 4: Number of Offer Redemptions from Ad

•KPI 5: Number of E-mail List Opt-in’s

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WHERE TO FIND THE KPI DATA

Avon Web Office – Admin

Dashboard

Facebook Ads Manager MailChimp/Leadpages

KPI 1: Number of New

Online Orders

KPI 2: Ad CPC KPI 5: Number of E-mail

List Opt-in’s

KPI 3: Ad Reach

KPI 4: Number of Offer

Redemptions from Ad

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DESIGN TACTICS & EXECUTE

Tactics used will focus around the landing page and Facebook ad at first.

Once testing is completed and an ad creative and offer are selected, I will focus on e-mail marketing.

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A.A.R.R.R.

Acquisition: My main way to communicate with potential customers is through Facebook. I could write a FB post that describes a problem (customer struggle) and describe how Avon products can help solve that problem and include a link to the product page in my web store. I can then boost the post to target people that might be searching for that type of product.

KPI: Post engagement

Activation: An e-mail newsletter would be a good way for me to engage potential customers. I think that people have negative preconceived notions about Avon products; they’re somehow subpar. A monthly/bi-weekly newsletters can be a good way for me to introduce Avon products to customers on a regular basis in a “problem/solution” format, which would hopefully generate interest or curiosity in the products over time. I’m hoping that that interest/curiosity would then lead to actual purchases.

KPI: Newsletter sign-up, E-mail open rate

Retention: Re-engage customers who did not open the e-mail newsletter (if it’s possible to narrow it down by e-mail address with MailChimp). Let them know what they’re missing out on. Avon always has a sweepstakes going on, and I can include the monthly sweepstakes in my newsletter and as part of the re-engagement e-mail I can prompt customers to view the newsletter so they don’t miss out on a chance to enter the sweepstakes.

I can also re-engage customers who’ve opened the newsletter e-mails and give more info on featured products from the newsletter. I can also include screen shots of customer reviews from my web store since people like to read reviews before they make a purchase.

KPI: E-mail open rate, Link clicks (I can track engagement by shortening the URL with Google URL Shortener)

Referral: I can create a system whereby a customer would e-mail me after they make a purchase saying that they were referred by “person A”. Once “person A” accumulates x-amount of referrals in 1 month, I can send them some free products.

KPI: # of referrals in one month

Revenue: Run Facebook ads targeting women looking for skin-care solutionsKPI: # of new sales, Revenue generated from sales

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AVAILABLE TACTICS FOR EXECUTING CAMPAIGN

•A/B test on the landing page (opt-in form vs. website registration)

• KPI’s: Total Page visits, Website registrations

•A/B test on the ad creative (image vs. cartoon)

• KPI’s: Ad Reach, Response Rate (CTR), and Cost Per Result (CPC)

•A/B test on the customer segment (25-34, 35-44, 45-54, 55-64, People who’ve liked my page)

• KPI’s: Response Rate (CTR), and Cost Per Result (CPC)

•Ad Offer: Avon Freebies vs. Promo Code

• KPI’s: Offer Claims, Cost per Offer Claim

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DEFENDING THE TACTICS

All of these tactics have the potential to increase sales.

Landing Page: Are people more responsive when I collect their info up-front with an opt-in form, or should I direct them directly to my webstore and hope they’ll register on my website and make a purchase?

Ad Creative: Do people respond better to a cartoon image or a real picture?

Customer Segment: Do previous ad results justify only marketing to women ages 25-34 yrs old? And which customer segment is more likely to result in a sale?

Ad Offer: Which offer entices people to move to the next level of my sales funnel? Does the prospect of providing their mailing address scare them off (Avon Freebies) and will a traditional discount offer entice them to browse my webstore after opting in to my e-mail list (only providing name & e-mail address)?

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FOCUSING ON ONE TACTIC-LEVEL KPI

Landing Page Split Test

I decided to start by testing the landing page, hoping it would move people to the next level of my funnel making an online purchase

KPI Focus: Total Page Visits for each landing page

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CAMPAIGN EXECUTION: AD

•The campaign was executed by running a Facebook ad

•The ad creative was created in Canva

•Campaign Goal: Increase online sales

•Target Audience:• Location: United States

• Exclude Location: United States: Alaska; Hawaii

• Age: 25 - 45

• Gender: Female

• People Who Match:

• Interests: Cosmetics, Beauty, Fashion and makeup, Kohl's, Personal care, Avon Products, Barack Obama, Shopping and fashion, J. C. Penney, amazon, Joel Osteen, Big Lots, Walmart, Skin care, Natural skin care, Target Corporation, Macy's, JustFab or Anti-aging cream

•Campaign Hypothesis: Offering free samples will help to increase sales on Avon web store

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CAMPAIGN EXECUTION: LANDING PAGES

The landing pages were created on LeadPages.net

Left: States the offer, shows an image collage created in Canva, followed by CTA button with promotion details below it.

Right: States the offer, shows image collage, details how to claim the offer, followed by e-mail opt-in form with CTA below it. Promotion details are below the CTA

Avon Freebies FB Ad – Increase Online Sales Avon Freebies FB Ad – Increase Online Sales Variation

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CAMPAIGN EXECUTION: HURDLES AND WORKAROUNDS

Possible Hurdle

There are several steps to qualify for the ad offer, and the steps may confuse people.

Workaround

Follow up with people who have opted-in to the landing page or registered on my webstore who have not made a purchase. Remind them they are only one step away from receiving their free samples. They only need to make a $25 purchase to qualify.

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MEASURE & OPTIMIZE

Measuring the results of the landing page A/B test combined with the Facebook ad results will show the ad’s overall success.

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AD RESULTS: LANDING PAGE SPLIT TEST WINNERAvon Freebies FB Ad – Increase Online Sales Variation

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AD RESULTS: LANDING PAGE SPLIT TEST WINNER

•LeadPages drove traffic to each page equally, however, the Variation landing page triggered more Unique Visits.

•This will be the main landing page format for future ads.

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AD RESULTS: FACEBOOK AD•Somewhat skewed data???

•Created two ads:

•FB Ad Objective: Impressions $75 Spent, CPC=$14.45

•FB Ad Objective: Traffic $40 Spent, CPC=$0.44

•The next ad should aim for a Reach of 10K+ since it appears that if

the 2nd ad had run longer it would’ve had a much higher Reach.

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CAMPAIGN OPTIMIZATION

Landing Page/Facebook Ad

• Change the offer to a discount code: WELCOME (20% off your 1st

order of $50 or more w/free shipping included).

• Less hoops to jump through to claim the offer, and people may be

more likely to make a purchase

Facebook Ad

• Select Traffic as the ad objective

• This objective is better suited for my marketing goals

• Focus on skin care in the ad creative

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MARKETING BUDGET: CURRENT RESULTS

Coming up with a profitable budget will be difficult given the current campaign results

I’m currently operating at a $138 loss.

Real DataHow Much Traffic Do We Need? How Much Will Advertising Cost? How much revenue will this bring in?

Price (AOV) $40 Visits 1,075 Visits 1,075 New Users 10

Goal ROI 20% Conversion Rate 0.93% CPC $0.50 Price $40

Goal New Users 10 New Users 10 Advertising Spend $537.63 Estimated Revenue $400

Average Conversion 0.93%

Expected Cost Per Click $0.50

What is the ROI?Est. Revenue $400

Spend $538

ROI -25.60%

Est. Gross Profit ($138)30

MARKETING BUDGET: DATA VARIATIONS




Goal New Users 100 New Users 100 Advertising Spend $5,376.34 Estimated Revenue $4,000



What is the ROI?Est. Revenue $4,000

Spend $5,376

ROI -25.60%

Est. Gross Profit ($1,376)

Even if the number of new sales were to increase to 100 per month, I would still be experiencing a loss.

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MARKETING BUDGET: DATA VARIATIONS

If the ad campaign results remain the same, then I would need to increase my Average Order Price to at least $54 to see an actual profit. This should be obtainable, as it is only a $14 increase, and can be obtained if the customer purchases multiple skin-care products at once.




Goal New Users 10 New Users 10 Advertising Spend $537.63 Estimated Revenue $540



What is the ROI?Est. Revenue $540

Spend $538

ROI 0.44%

Est. Gross Profit $2

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CLOSING

•Increasing sales is a very plausible digital marketing goal

•Optimizing the current ad campaign by making adjustments to the landing page, ad creative, and ad offer should make the ad more enticing and also easier for customers to redeem the ad offer

•Focusing on a target audience that is more open to skin-care ads will narrow the audience, but hopefully allow for a more targeted ad campaign with increased ad CTR and attract unique visitors who are more likely to make a purchase

•Implementing a monthly e-mail newsletter will also allow me to nurture my leads, build brand awareness, and build a relationship with my customers

•With further testing and nurturing of the leads collected though the opt-in form, I know that I will reach my goal of 10 new sales per month

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APPENDIX

Company And Customer Current Digital Marketing Efforts: Website/Blog

Website Menu: A Closer Look

Current Digital Marketing Efforts: Facebook & Twitter

Current Digital Marketing Efforts: Social Media Calendar

Current Digital Marketing Efforts: Social Media Advertising

Customer Empathy Map

Customer Persona: Sensitive Skin Sharon

Target Audience

Setting a Marketing Objective & Defining KPI’s Digital Marketing Objective: Is it S.M.A.R.T.?

Why Increase Online Sales? Justifying the Objective

Measure the Objective: KPI’s

Where to Find the KPI Data

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APPENDIX

Design Tactics & Execute A.A.R.R.R.

Available Tactics for Executing Campaign

Defending the Tactics

Focusing on One Tactic-Level KPI

Campaign Execution: Ad

Campaign Execution: Landing Pages

Campaign Execution: Hurdles and Workarounds

Measure & Optimize Ad Results: Landing Page Split Test Winner

Ad Results: Facebook Ad

Campaign Optimization

Marketing Budget: Current Results

Marketing Budget: Data Variations

Marketing Budget: Data Variations

Closing

Appendix

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