Database Marketing Product Launch
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FitnitwitProduct LaunchDatabase Marketing CycleJennifer DunbarFDMK 315Bellevue University2016
HistoryOnlineFitness ChallengesBrain TeasersCalendarriddlesEventsexercisesActivities
Introducing the Wearable that Exercises Your Body and Mind
Jennifer Dunbar (J) - The FitNitWit is the latest in wearable for fitness and fun. The idea is to get moving and challenge friends and co-workers with exercise, trivia challenged, brain teasers and participation in events. When combined with the app, the bracelet will connect the individuals activities with their online account, allowing them to track their challenges, fitness levels and event participation. The app sends random challenges, fun facts and trivia that will match the users settings. Customizing the fitness level, including recovery, endurance and strength will track the users progress. You can send your daily challenge to a friend or chose other fitness activities and event participation to entice friends and co-workers into competition. There are currently 25 in app choices for trivia, music, brain teasers, history, and riddles to challenge your brain and your friends.Their drive to win will enhance competition among friends. With a large percentage of this audience using digital media as their main source of information and socialization, the interactive apps, and website and challenged will transition socializing into health conscious competition.Target Market
Professional from work groups who challenge each otherActive professional 23-55 who compete in events with co-workers and friends. Computer savvy people who prefer to spend time with friends. Generation X Younger Baby Boomers and Millennials who are interested in fun, fitness and group activities.Workplaces who support fitness programs for employees
Jennifer Dunbar (J) - Identify and describe key characteristics of the target market: Professional from work groups who challenge each other. Active professional 23-55 who compete in events with co-workers and friends. Computer savvy people who prefer to spend time with friends. Generation x, younger Baby Boomers and older Millennials who are interested in fun, fitness and group activities.
Their drive to win will enhance competition among friends. With a large percentage of this audience using digital media as their main source of information and socialization, the interactive apps, and website and challenged will transition socializing into health conscious competition.
Current TrendsAll-in-One Fitness WearablesWellness Tourism BoomHeart rate MonitorOnline FitnessSpaces for Work and WorkoutsTeam-Based Workouts
Jennifer Dunbar (J) - Cuurent Trends All-in-One Fitness WearablesWellness Tourism BoomHeart rate MonitorOnline FitnessSpaces for Work and WorkoutsTeam-Based Workouts (Hughes, n.d.)Select local and national companies who are participating in employee fitness programs have agreed to share their internal email database so we may offer added value to their current fitness programs provided for their employees.Database Marketing GoalsOur current fitness band, sold 11 million units in 2016. By using our current marketing database, organic landings results, social media and leads from our partners who encouraging fitness for employees, we hope to reach the same level of sales within 12 months of the launch date.
Jennifer Dunbar (J) - Database Marketing goals:Our current fitness band, sold 11 million units in 2016. By using our current marketing database, organic landings results, social media and leads from our partners who encouraging fitness for employees, we hope to reach the same level of sales within 12 months of the launch date.Measurement: KPI (Key Performance Indicators )SalesROI (Return on Investment)Customer AcquisitionsCustomer ValueClick through ratesOrganic Landing VisitsLandings from Social Media
Jennifer Dunbar (J) - Measures: KPIs our Key performance Meeting our sales goals of 11 million units in the first 12 months of the campaign will generate enough revenue to make this a profitable launch.
To increase the return on our investment we will increase customer acquisition through the campaign and our corporate partnership.
Customer value increases through CRM, (Customer Relationship Management).
Monitoring click through rates, organic landing page visits, landing page visits through social media, and time spent on the landing page will help us better understand the customer and collect data about the customer. This information will be used to improve the customer touchpoints, leading to increase in customer lifetime value.Database SegmentationOur 7 million contacts in the database will be sorted by age and amount previously purchased.
Our target audience is working adults between 23 and 55 years old who are fitness conscious and competitive.
Segmentation will allow us to target those individual who are most likely to purchase the
The process narrows our information by separating the working professionals who have purchased products and services from Raw DataNameEmailLocationNumber of visitsItems PurchasedDollars SpentGathering PointsWebsite VisitsPurchasesSocial MediaCustomer SurveyFeedbackThe facts that are in the data base are just facts until we analyze them into actionable knowledge
Jennifer Dunbar (J) - Database Segmentation: . As the database grows, each new entry will be sorted into the target audience. Those not fitting the original profile will be examined using other categories so we may discover a subgroup of the target customers and begin to a second focus audience. All collection points will lead to data, data becomes actionable information and the knowledge we gain will provide the two way communication we will use to delight our customer.Target Audience Queries
Segmented by AgeSegmented by ValueRaw Data becomes actionable knowledge when segmented. It will focus our efforts on the active professionals while not disturbing our loyal customers who are couch potatoes.
Jennifer Dunbar (J) - Queries that will need to be run: The initial two queries will be by age and value. To match our target audience all database entries under 23 years old and over 55 year old will be set aside. These will be our target audience. The second segmentation will be by value. Our current customer list shows the lifetime value of our audience, those who have made more than one purchase, and several website visits. As additional data is collected it will be segmented into the same categories.Data Hygiene
Missing EmailReturned Invalid AddressIncorrect StateCorrect and Update dataAdd information as it is collectedEnsure email address matches nameIdentify duplicatesFill in missing fieldsCleaning the data, makes datamore accurate and allows a deeper segmentation of information to reach the target audience
Jennifer Dunbar (J) - The process for cleaning up the data: Keeping data clean and usable is an ongoing process. After the initial email burst, all returns must be purged from the database. Names matched with emails, and incorrect information corrected. People move and change emails often, keeping current means we will reach our customer.Email Call to Action
Gets the reader involved and provides feedback to us about the consumers activities. In this case, sharing with a friend will broadcast our message to a wider audience hand selected by our valued customer.
Jennifer Dunbar (J) - Email Letter with Call to Action: Gets the reader involved and provides feedback to us about the consumers activities. In this case, sharing with a friend will broadcast our message to a wider audience hand selected by our valued customer. Our call to action button offers to share FitNitWit with friends. In this case, unlike most call to action buttons, we want our customer to challenge their friends, and what better way than sending them a fitness challenge, brain teaser or trivia puzzle.The live landing page link will take the viewer to any of the heading on the landing page, including the link to our app, and the discount available on their purchase.Landing Page Call to Action
Jennifer Dunbar (J) - Landing Page with Call to Action:We know the more time spent once the customer arrives on the landing page, the more likely they are to not only return again but the more likely they are to make a purchase. With several clear Calls-to- Action, we should see an increase in time spent on the landing page, and subpages especially the coupon and the app stores.Email A/B Testing
Version AVersion B
20% Conversion35% Conversion50%50%
Jennifer Dunbar (J) - Plan for testing prior to launch: The initial email burst will consist of two versions, one with a coupon and one without. Both versions offer a discount and both versions offer Share with a Friend button.
We will identify which email produces the highest conversion rates my measuring:
Click through rateTime spent on landing pageNumber of emails forwarded to friendsPurchasesApp downloads
The version with the highest conversion rate will be deemed the winner and be sent to all recipients in our database.Confirmation Email
Jennifer Dunbar (J) - Confirmation Email: After the initial click, the customer will receive a confirmation email to ensure they know they are now on our email distribution client list. If they click on the answer to their question, they will instantly get the answer. If they click on Confirm Email, they will get a second email containing a thank you and the answer to the brain teaser. All correspondence will contain the Opt-Out at the bottom of the message.Jennifer Dunbar (J) -
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