Tapp3d Digital Marketing Plan

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Digital Marketing Plan

Transcript of Tapp3d Digital Marketing Plan

Page 1: Tapp3d Digital Marketing Plan

Digital Marketing Plan

Page 2: Tapp3d 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.

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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

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EMPATHY MAP

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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

Twitter

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.

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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

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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.

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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

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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.

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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.

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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.

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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.

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Keyword Results

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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.

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QUESTIONS?Ask away!