Tapp3d Digital Marketing Plan
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Transcript of Tapp3d Digital Marketing Plan
Digital Marketing Plan
Elevator Pitch
For the beer enthusiast who wants to make their home bar the envy of the neighborhood, Tapp3d Design sells stylish and unique 3d-printed tap handles.
Unlike other retailers, which only offer the standard tap handle you can write on, our handles are custom-designed from top to bottom and made to order.
BrandValues Personality Mission Promise
Authenticity Friendly To challenge the status quo for tap
handles by crafting artful,
unique and modern custom pieces to match the preferences of the craft beer
enthusiast.
Designer-quality, custom tap
handlesthat won’t break the bank or blend
in.
Quality Humble
Innovation Modern
Reliability Casual
Selective
EMPATHY MAP
Wants to impress friends
Social posts on man caves,
basement bars or bar sheds.
Custom wood tap handles are only so
customizable“Custom taps”
are usually slabs with chalkboard
paint
Wants a unique home
bar he can be proud ofAppreciation for
craftsmanship/ quality
Wants the latest and greatest
A place to invite friends over that’s novel, but
comfortable
Impressive home bar setup to show off in-person and online
Enviable and useful item that can
displayed as art.A new way to express personal style
“Life’s too short for bad beer.”
“Want to come by and hang out
later?”
Friends and family they invited over
Friends’ opinions on craft beer
BeerAdvocate
Beer festivalsReddit
Design-centric shops: Fab, Dot & Bo, Society 6,
etc.
Slightly introverted, not into “the bar scene,” prefers a group of close friends
Buys lots of
gadgets
Podcasts on niche interests like beer, music, comedy, etc.
Goes to beer-related events
Compliments on his unique taste in shoes, t-shirts, etc.
Lots of friends/colleagues who also love
beer
FacebookGizmodo
Cool tap handles from breweries are expensive.
Persona: Craft Beer Chris• Male• Age 28-40• Educated• Works in tech• Homeowner• Values quality and craftsmanship• Values customization/uniqueness• Works hard, plays hard• Typical uniform is T-shirt, jeans and
sneakers.• Tries to stay on top of tech trends
Customer Activation ProcessGo to
Etsy.com
Run a product search
Get product results
Click on product listing
Favorites shop*
Add product to
cartCheck out
*This is an optional step which is unique to Etsy. It allows the customer
to “follow” a shop and get notified when the shop posts new goods.
KPIsKPI Goals Strategies
Average Order Value
Current: $30End of Q4 Goal:
$45
Promote shipping discount for
orders of 2 or more, add more color choices,
add more stock designs
RevenueCurrent: $65
End of Q4 Goal: $125
Promote product listings on
Facebook, grow mailing list with
landing page/core offer
Total # Etsy Shop
Favorites Current: 12
End of Q4 Goal: 20
Add more color choices, add
more designs, promote listings
on Etsy
Customer Activation StrategyAccording to Etsy sellers, an estimated 75% of buyers are female. Since we need to target men, we need to branch out into other channels in order to get them in the top of the funnel.
• Run a Facebook ad campaign• Target male, 28-40 homeowners who like craft beer, home brewing, home bars, craft beer brands
(Dogfish Head, Stone, Jack’s Abby, etc) and kegerators.• Facebook ads will feature a photo of the tap handle and go straight to the listing.
• Set up landing pages• Etsy doesn’t have a way to set up landing pages, so we’d need to create a standalone website.• Landing page will collect name, email address and role.• Core resource will be downloadable after form submit.
Core ResourceWhitepaper: The Definitive Guide to Building Your First Home Bar
• PDF format• Striking examples of home bar
setups, accompanied by tutorials.
• Downloadable, behind a landing page with email signup form.
Customer Retention Plan• Monthly newsletter
• Featured custom product• Events at liquor stores, beer festivals• Craft beer news/reviews• Promotional codes for discounts
• Social media engagement• Share tap handle and beer photos on Instagram• Engage in conversations with fans on Facebook
• Retargeting• Paid display ads featuring product(s) the
prospect viewed previously
• MoFu Core Resource• Seasonal beer guides• Interesting barware and decor.
AdWords Experiment• Campaign: Tapp3d Kick-off• April 19-20, 2015• Goal: Experiment with keywords and see how
much traffic a PPC campaign could bring in.• Targeted locations: US & Canada• Budget: $100/day (free AdWords credit)• 1 Ad group: “Custom Tap Handles”• Keywords:
• kegerator tap handles, custom tap handles for kegerator, beer tap handles for sale, home bar decorations, custom tap handles, home bar décor
• Theory: “Kegerator” might be a great keyword to try out in our listings, since we don’t use that keyword at all yet.
Keyword Results
Overall Results• Impressions: 1849• Clicks: 24• CTR: 1.30%• Avg CPC: $4.70• Avg Position: 1• Overall Cost: $112.82• Revenue: $0 (due to lack of products in
shop)VERDICT: CPC isn’t great for us in this
early stage. It’s too expensive now, but we may revisit it later.
QUESTIONS?Ask away!