SendItLater.com Marketing Plan: Organic July 31, 2015.
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Transcript of SendItLater.com Marketing Plan: Organic July 31, 2015.
SendItLater.comMarketing Plan: Organic
July 31, 2015
1. Business Objectives
2. Marketing Objectives
3. Brand Strategy
4. Target Market Insights
5. Marketing Approach & Messaging
6. Channel Approach
7. SEM & SEO Launch Approach
8. Effective Media Approach
9. Digital Storytelling
8. Tactical Plans
9. Measurement & Analytics
10. Timeline
Contents
Business Objectives
Business Targets
Measure Y1 Y2 Y3
Total US Moms(1) 85,400,000 85,400,000 85,400,000
Total US Moms Online(2)
31,000,000 31,000,000 31,000,000
70% Made Online Purchase in Last Year(2)
21,700,000 21,700,000 21,700,000
Media Reach (dependent on budget)
10,000,000 10,000,000 10,000,000
Total Site Visits (25%) 2,500,000 2,500,000 2,500,000
Total Registrants (25%)
625,000 625,000 625,000
Total Purchases (25%) 156,250 156,250 156,250
Total Sales ($40/gift) $6,250,000 $6,250,000 $6,250,000
Total Repeat Sales (50%)
$2,125,000 $2,125,000 $2,125,000
Grand Total Sales $8,375,000 $8,375,000 $8,375,000
Source:(1)http://www.census.gov/newsroom/releases/archives/facts_for_features_special_editions/cb12-ff08.html (2) http://www.emarketer.com/Article/34-Million-Moms-Online/1007118
Marketing Objectives
Marketing Objectives and Strategy (B2C)
Year 1 Objectives
1. Launch, position and drive awareness
of SendItLater as offering better and
valued shopping choices
2. Drive traffic to SendItLater with a
compelling and irresistible offer
3. Deliver the new and exciting
experience for first time visitors
4. Convert first time visitors to purchase
by exceeding expectations
5. Drive regular repeat visits with a
creatively evolving messaging and
gifting service
Year 3 Strategy
1. Champion the growth of online shopping
by becoming the ultimate enabler to send
messages and gifts now and into the future
2. Capture the major share of the market with
the biggest and best gift service, with a
experience
3. Make online gifting at SendItLater a
regular part of the overall shopping
repertoire by constantly evolving
Marketing Objectives and Strategy (B2B)
Year 1 Objectives
1. Launch, position and drive business marketplace awareness of SendItLater as a fully
funded, MIT-driven, New England start-up
2. Establish position in the digital industry as creating a new approach to eCommerce
delivery and shopping
3. Leverage charity profit-sharing business model to deliver social entrepreneurship
positioning – business doing good
Brand Strategy
To become the ultimate enabling gifting eCommerce platform, capturing the majority market share of online gifts in the United States in 3 years;a unique experience for shoppers exceeding their expectations.
Vision
Mission•Deliver a new, exciting and evolving eGifting experience with a unique and dynamic online shopping experience that allows for greetings and gifts now and into the future•Offer gift senders with the opportunity to evaluate all the choices available to their recipient, including access to high quality gift brands, in a secured and convenient 24/7 location, for better control over their future gifting needs. •Achieve best-in-class eGifting business in terms of financial returns, employee satisfaction, customer service, fostering innovation and governance; for its shareholders, employees, customers and business partners.
SendItLater Vision & Mission Statements
SendItLater Positioning and Value Proposition
SendItLater PositioningSmart gifting solution
SendItLater aims to deliver a new, exciting and evolving eGifting experience that showcases a comprehensive range of quality gifts from well-known quality brands for the busy mom. With a simple online calendar, and access to these gifts in one convenient, secure, 24/7 location, our moms become smart gifters with better control over their gifting calendar.
SendItLater Brand Promise = Gift & Relax
Target Market Insights
SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior
Moms are a sizeable market and control household spending…
Source: eMarketer
SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior
Moms are online shoppers…
• Moms were responsible for 32% of total online spending in the last quarter, despite making up only 18% of the total Internet audience
• 78% of moms follow a brand for coupons and discounts, compared with only 55% of the general population
• To learn about which brands and products to buy, 73% of moms rely on recommendations from parenting-related social media
• Moms report that posts from a friend are 16% more influential than posts from a brand, and that posts from another mom are 55% more influential than posts from a brand
Source: 2013 Social Mom Report, Marketing Profs http://www.marketingprofs.com/charts/2013/10704/moms-more-likely-to-use-social-media-and-mobile-and-to-shop-online
SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior
Social Moms spends more…
Source: 2013 Social Mom Report, Marketing Profs
http://www.marketingprofs.com/charts/2013/10704/moms-more-likely-to-use-social-media-and-mobile-and-to-shop-online
SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior
Women are price and promotions driven…
Source: https
://www.marketingtechblog.com/men-vs-women-online-shopping/
SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior
Marketing to Moms doesn’t mean “pink” or isolating other audiences:
• Communicate product values versus listing features. Women want to know what the product will do for them (or their gift recipient)
• Embrace high standards of customer service versus exclusively product quality. Women want to know that you care about how you treat them
• Leverage social as the relationship channel. Women will more likely buy from products whose pages they follow and interact with
• Feature the people she loves, not just pictures of her. The imagery and design should reflect the world and people that matter to her
• Give her multiple ways to engage and shop with you. The Gap examples demonstrates how she evaluates, considers and shops for products and services
Sources: “Don’t Think Pink”, http://www.startupnation.com/articles/7-powerful-insights-for-marketing-to-women/, http://mashable.com/2012/08/01/social-media-marketing-women/
SHOP ONLINE
DEALS
NEW PRODUCT
24/7 DELIVERY
WAIT FOR GROUP BUYING OFFERS AND DAILY DEALS
SEARCH AND COMPARE PRODUCTS AND SITES FOR QUALITY AND VALUE
EARLY ADAPTERS WHO ONLY BUY NEW PRODUCTS FROM GLOBAL BRANDS ONLINE TO BE THE FIRST
DEMAND SAME DAY DELIVERY FOR WHEN IT SUITS THEM
Segment
Motivation Barriers to Overcome
Dig
ital
ly S
avvy
Non
-Dig
ital
ly
Sav
vy
COMPARE
PREFER TO PAY FOR SERVICES THAN FOR PRODUCTS
7 Key Target Shopper Mindset Segments
US SHOPPERS
ONLINETransactors
Fence-Sitters
Discount Seekers
Pragmatic Value Seekers
Flaunt Seekers
Convenience Seekers
OFFLINE
Mall Shoppers
Shopping Averse
COMPLIMENTS
NEW EXPERIENCE
INSIST ON TOUCHING, FEELING AND TRYING ON PRODUCT AS ENTERTAINMENT
DO NOT ENJOY FINDING PARKING, SEARCHING, QUEUEING, ETC. AND WANT TO GET IT AND OUT QUICKLY
Marketing Approach & Messaging
Marketing Approach Requirements
• How do we make them aware, engage, retain and keep them coming back (engagement)?
• How do we “make it easy for shoppers to find” when they are looking for SendItLater, or specific products (pull marketing)?
• How do we “spread the word” about the SendItLater (push marketing)?
• All to meet our vision of becoming the number one online messaging and gifting site in the United States (and globally).
Our Marketing Approach
Pull Brand Building campaign for promoting online gifting at SendItLater, to launch
the brand, and then build the US online gift market (EXPLORE)
+Push Targeted Tactical campaigns to selected segments to drive traffic as per
Promotional Calendar, for sales and market share (SHOP)
+Co-Branded Marketing efforts with our key partners
To become the number one eGifting site in the U.S.:
Think eGifting, Think SendItLater
Overarching Brand Launch Campaign Message
SendItLater PositioningSmart Gifting Solutions
Trust SendItLater for the quality messages and gifting options, all together in one convenient locations, with enhanced payment security and reliable delivery, to send now and in to the future.
SendItLater Ownable Go-To-Market Proposition
eGreetings and Gifts
Add tagline to logo to clarify what we offer to customer
eGiftingOwn this term in the industry and the press
SendItLater.comSite name always appears in print in italics and, where possible, in brand color
Gifting Calendar
Own this term in the industry and the press
SendItLater Brand Messaging
SSL / Authorize.net / PayPal for security and reliability
Ability to send messages and gifts now and in to the future
Quality Products / Quality Brands / Unique Occasion Greetings
New Products and Merchants added for wide variety
Gift recipient chooses their own gift, at scheduled time of delivery
Save special dates and schedule gifts now for the future
Added Value to reward you for your loyalty
PlatformBenefits
Offers / Retail
Reasons to Try / Reasons to Come Back
Channel Approach
The Most Effective eCommerce Selling ChannelsThe channels that continue to be the most effective for launch, include…
• Social Media: Launching and maintaining own FB channel, and advertising on social
• SEM (PPC): Purchased key words / phrases that engage active shoppers on search
• eMail: Especially effective in driving repeat purchases when providing an offer
• Digital PR: Led by a company’s Twitter channel and blog
• SEO and Link Building: Drives search ranking and customizing web experience
• Contextual and Behavioral Advertising: Delivers advertising based on online behavior
• Conference Speaking and Leadership: Establish company presence and personality
Marketers disagree on the effectiveness of other channels, which include…
• Radio: Can be effective in specific local markets where radio directly engages target
• Multi-Channel Selling: Business card or promotional flier with discount code on platforms like the Amazon marketplace and eBay
Sources: http://www.sellbrite.com/blog/5-ways-to-market-your-ecommerce-site/ http://www.smartinsights.com/marketing-planning/create-a-marketing-plan/10-nov-start-marketing-plan/
26
Build AwarenessEXPLORE
Drive TrafficSHOP
SellEXPLORE /
SHOP
ReturnEXPLORE /
SHOP
Objectives:• Launch brand• Position offering• Word-of-mouth buzz
Key Channels:• PR: Print, blogs• Online ads: Web, FB• Social: FB, TW• Search: SEM• Conference Speaking
Objectives:• Drive traffic to
homepage with reasons relevant to segment
Key Channels:• Partner marketing• Online ads: Web, FB• Search: SEM, SEO• Social, FB, TW
Objectives:• Deliver a first time
visitor experience• Get them to register,
send message, buy gifts
Key Channels:• Search: On page SEO• Website: On page ads
Testing, Measurement and Optimization
SendItLater Contact Strategy Phases
Objectives:• Deliver relevant content
to drive repeat visit per segment.
Key Channels:• Search: Off page SEO• CRM: eMail Marketing• Social: FB, Pinterest• Promotional Calendar• Personalized Site
PR
Blogs
eNewsletter
Banners
Drive the Purchase Funnel
SEM
FB Ads SEM/SEO
Partner eMails
Personalized Site
FB TW
Explore
Shop
Promotions
Segmented Messaging
Conference
FB TW
SEM & SEO Launch Approach
Paid Search/PPC (SEM) and Organic Search (SEO)
Organic Search (SEO)
Pay Per Click (SEM)
Identify Top Search Engines and Focus Efforts
Google.com - The No 1 Search Engine worldwide, Multiple Language Availability
Yahoo.com – English Search Engine now under the Microsoft umbrella. Searches on Bing, automatically also throw-up Yahoo search results.
• Lots of local and global competition in the eGreeting and Gifting areas
• Keywords such as gifts, “online buying” heavily utilized by competitors
• Identify gaps and low competition keywords
• Terms will be utilized by both SEM and SEO
• Must avoid competing against our partner’s SEM strategies
• For the first two quarters focus on Brand Interaction and Awareness to generate traffic
• After reasonable amount of traffic, focus on Sales / Leads driving keywords
Consumer NeedsSafety, Security, FAQs
Consumer InterestsHolidays, Birthdays
Products & RetailersProduct names, product
types, retailer names
BrandeGreetingeGifting
Keyword Approach
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12
Own brand/product territory: PPC: Constant Brand Keyword presence and Long-Tail below benchmark CPC
Consumer Needs: No.1 for existing and prospect customer FAQ’s
Own brand / product territory: SEO: Constant Brand Keyword presence
Consumer Interests: Generate higher traffic, address to the interests
SEM/SEO Plan
Search Engine Optimization (SEO)
What is SEO?
Search engine optimization is the term used to describe a set of processes that aim in optimizing a website for search engines. SEO is important not only for getting high quality visitors but it is also a way to increase the credibility of a website and to expand brand awareness.
Search engines use complex algorithms to determine which pages to include in their index and the order they show these pages in the search results. SEO is the way to ‘speak’ to search engines in a language they can understand and provide them with more details about a website.
Search Engine Optimization (SEO)
On Page SEO
On Page SEO refers to settings you can apply on the website so that it is optimized for search engines:
• Optimized titles and descriptions
• Proper URL Structures
• User friendly navigation (breadcrumbs, user sitemaps)
• Optimized internal links
• Text Formatting (use of h1, h2, bold etc.)
• Image optimization (image size, proper image names, use of ALT tag)
• User friendly 404 pages
• Fast loading pages
• Top quality fresh content (This is always the most important SEO factor!)
Search Engine Optimization (SEO)
Off Page SEO
Unlike On- page SEO, off-page SEO refers to activities outside the boundaries of the webpage. The most important are:
• Link Building
• Social Media
• Social bookmarking
Why is Off-Page SEO important?
Search engines have been trying for decades to find a way to return the best results to the searcher. To do that, they take into account the on-site SEO factors (described above), some other quality factors and off-page SEO.
Source: https://www.reliablesoft.net/what-is-off-page-seo/
Customized Home Page Creative and Offers
36
Custom Offer Custom Creative
Effective Media Approach
38
A variety of behavioral approaches—utilized across ad networks/portals SuperValu site visitors (retargeting) Grocery Planners Home entertainers Searchers for recipes, coupons “Trendy Homemakers” Food & Recipe lifestyle enthusiasts Grilling enthusiasts Local “foodies” Value-conscious shoppers
The behaviors targeted were culled from a variety of resources, including retargeting pixels, internet surfing behavior, search engine usage, and Nielsen Homescan offline shopping behavior
Behavioral Advertising: Albertson’s Grocery
Rather than recommend a large number of sites for a shorter flight, the included the leaders in the pregnancy and parenting sites, with ongoing presence for 12 months.
Deep presence and site sponsorships were negotiated as part of each media buy
Sites on plan included American Baby, iVillage Pregnancy & Parenting, Baby Zone
39
Contextual Advertising: Cheerio’s
Co-Branding Approach
Co-marketing will be key component of the launch. By leveraging our partnerships with 1800Flowers and GiftCards.com, this will provide added credibility to the SendItLater name and enable a wider reach for identifying potential customers.
Consider the following:
•Co-branded communications to the marketplace (print, banners, eMails)
•Communications delivered through our partners (banners, eMails)
• Partner logos on our website
Partners logos are presently being integrated in to the website footer, with permission from the partners. Future initiatives will be discussed as our credibility with these partners builds.
Digital Storytelling
Focus on 2-to-3 key Mom Bloggers to develop a unique eGifting marketing message
Create unique eGifting stores
Build real life stories that are marketable and shareable
42
Mom Blogger eGifting Stories
Focus on creating content that is “shareable.” Fans and likes will be generate through engaging imagery and unique and personal stories
Launch with CfR established imagery
Create SendItLater unique imagery, messaging and branding
Create content calendar and imagery template
43
Social Media Storytelling
Tactical Plans
Month Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Initiative Launch Launch Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire
Special Occasion
Back to School
Diwali Thanksgiving
Winter Holidays
CNY Valentines
Spring Cleaning
Spring Holidays
Mother’s Day
School’s Out
Summer Fun
Summer Planning
SendItLater Focus
CfR Archies Plan for the Holidays
Last Minute Shopping
New Year
Plan for the Year
Christmas in July
Plan for the Year
CustomerSegments
Corporate International
Regular Shopper
Last Minute Shopper
Transactors Best of eGifting
Pragmatic value seekers
Find the best value here
Flaunt seekers
Be the first to try
Discount None None None 10% Off
Promotion The first 50 to try get…
CfR Collection
Message
SendItLater eRetailing Y1 Promotional Calendar
Month Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Initiative Launch Launch Launch Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire
SEM Brand Brand Brand Product Product Product Promotion Promotion
Promotion
Interests Interests Interests
SEO Linking Linking Linking Customized HP
Customized HP
Customized HP
Customized Offer
Customized Offer
Customized Offer
Digital Ads Contextual Mom Sites
Contextual Mom Sites
Contextual Mom Sites
Contextual Mom Sites
Behavioral Ads
Social Ads FB (targeted)
FB (targeted)
FB (targeted)
FB (targeted)
FB (behavioral)
FB (behavioral)
FB (behavioral)
FB (behavioral)
FB (behavioral)
FB (behavioral)
Social Media (SIL)
FB FB FB FB FB FB FB / Pinterest
FB / Pinterest
FB / Pinterest
FB / Pinterest
FB / Pinterest
FB / Pinterest
PR Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Print / Blogs / TW
Bloggers Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
Mom bloggers
eMails Auto Auto Auto Mass Mass Mass Segmented Segmented
Segmented
Customized
Customized
Customized
Partner Activity
Charity eCom Content Social Charity eCom Content Social Charity eCom Content Social
Co-Marketing
Logos on Site
Logos on Site
Logos on Site
Co-brand ads
Co-brand ads
Co-brand ads
Co-brand eMails
Co-brand eMails
Co-brand eMails
Events CMO Breakfast
CES College Campus
SendItLater eRetailing Y1 Marketing Calendar
Measurement & Analytics
1. What is market opportunity?
2. How can unmet customer needs be identified?
3. How can upsell and cross sell opportunities be leveraged?
4. Which products sell the best / least?
5. Which merchants sell the best / least?
6. How can customer service needs be assessed?
Business / Marketing Opportunities from Data
• Data provides the foundation for understanding customer behavior and calculating ROI
• Develop a consolidated data platform that has the ability to collect customer information, monitor results
• Leverage this information to create a customized and optimized customer experiences
Requires Relational Database
Demo-graphics
Psycho-graphics
Site Visitation
Attitudes
AdExposure
eCommerce Web 2.0Activities
Social Media
3rd Party Segments
Strategy/Objective Goal KPI Marketing
Effective Measurement Optimization Framework
Web Search Social
Every Channel is Measured
51
Individuals who viewed or interacted with site
or digital media
Test (Visitors)A control group “twin” is found
for each member of the test group
Twins are identical across all measured aspects, except
for exposure to digital marketing
Control (Non-Visitors)Demo-
graphics
Psycho-graphics
Site Visitation
Attitudes
AdExposure
eCommerce Web 2.0Activities
Social Media
3rd Party Segments
=
Identify Test and Control Cells
Test and Rollout Approach
52
Custom Offer Custom Creative
Timeline
54
Prelaunch
Launch
Onboard Full
Campaigns
Casting for RecoveryPress ActivitySocial Media
Casting for RecoveryPress ActivitySocial MediaeMail CommunicationsPartner eMails
Generate volume trialsGenerate 1st time buyersDigital and Social Ads
SendItLater Consumer Launch Timeline
Regular buyersMajor Media Push
Ongoing CampaignsSegmented Activity
August September December February April
Testing, Measurement and Optimization
Thank You