Download - Soft Furnishing-Brand Digital Marketing Pitch

Come Soft Furnishing Brand Pitch

DIGITAL MARKETING !strategy | campaigns | activations

- Suggested by Film Mavens :: Create Buzz

OBJECTIVE

DESIGN LED INTERNATIONAL!H O M E F A S H I O N B R A N D

brand awareness | brand building i n t e g r a t e d s h o p p i n g e x p e r i e n c e


APPROACH: CUSTOMER LIFECYCLE DEVELOPMENT

• Customer retention is a key metric for Long Term Profitability

• Create focus on developing the whole customer lifecycle

to create higher Customer Lifetime Value (CLV)


CUSTOMER LIFECYCLE STAGES

Level 1

Prospect

Level 4

Repeat Customer

Level 3

Single Transaction Customer

Level 2

Lead

Level 5

Loyal Customer!

RETENTION & LOYALTY

!

ACTIVATION !

ACQUISITION


CUSTOMER LIFECYCLE DEVELOPMENT

ACTIVATION (Nurture)

RETENTION & LOYALTY

(Nurture)ACQUISITION

ACQUIRE USERS!

!PAID

OWNED EARNED

FUNNEL FUNNEL

CHURNREACTIVATION

GOALS !

ACQUISITION Acquiring highest quantity of relevant traffic in the most efficient way possible !!

ACTIVATION PRIMARY: To convert prospects & leads into customers!SECONDARY: Gather personal information – email, gender, etc.!!

RETENTION Improve customer lifetime value by understanding user behaviour and customising experience to improve average CLV

1. EMAIL!2. CONTENT MARKETING!3. FIRST PURCHASE

DISCOUNT / OFFER!4. TIME LIMITED OFFERS!5. TARGETED CAMPAIGNS


DIGITAL MARKETING FRAMEWORK

Social Ads Google Remarketing

Paid PR eMailers

Display Ads YouTube Ads Media Buying

PAID

Websites & Mobile SEO Blog

Online PR Social Videos

Newsletters

OWNED

UGC Referrals

Reviews & Ratings

EARNED

METRICS

• Consistency and harmony in communication

• Defined lead generation journey !

• Focus on Brand Awareness

POEM framework: Gartner- Suggested by Film Mavens :: Create Buzz

Inspiring Better Spaces


#BRANDMAKEOVER

Dramatic makeovers that align with the design sensibilities of the brand. Showcase before/after of interiors - spot design challenges and transform inertia with the passion of the brand.

Goal: Brand Awareness | Brand Building | Product & Services Showcase

Tactics: Create content (videos / articles) of home/interior improvements.


#DESIGNDIARIES

Create brand design magazine: Provide an integrated shopping experience where customers can get inspired about their homes and buy products all in one place.

• Cluster Marketing - Create Look Books for furnishing ideas • Customer Stories - Feature projects and the design inspiration that fuelled them, focusing on design

theories, challenges • Studio Tour - Product showcase and promote design services, can feature new additions to the

studio • Interior Inspirations - Vlog on various topics: 8 Projects to Renew Every Room in Your Home | 10 eye-

catching area rugs.

Goal: Integrated Shopping Experience | Brand Building | Brand Awareness | Influence Purchase Decision !

Tactics: Create content (videos / articles) to be published on brand’s blog.


#SIGNATUREBRAND

There is significant amount of time and craftsmanship involved in making exclusive and bespoke collections at Brand. Since the customisation comes with a price tag the communication should bring out the uniqueness and appeal to the desire to own.

Targeted campaigns for loyal buyers and around marketing calendar: weddings, festivals, etc.

Create campaigns the invite users to experience the luxury of bespoke engagements.


#BRANDHOMEFIX

Clever home DIY and improvement ideas that are inspiring and are not product-focused:

• How to tips - Short 6 second video/animation formats for Twitter and Vine.

Goal: Brand Awareness

Tactics: Create content (videos / articles) on home improvement tips and DIY solutions.


#RESPECTART

In a world where cost-leverage is blurring ethical sourcing, Brand supports local craftsmen in creating art without taint. The campaign aims to showcase the journey of how local flavours are reigned in to create inspirations for masterpieces at Brand.

Goal: Brand Building | Brand Awareness | Influence Purchase Decision

Tactics: Create content (videos / articles) on the journey to the interiors of India for design inspiration and the making of a product featuring artisans, designers, owners.


APP

See Brand in your home before your buy. An app that lets user get Brand experience on their phones.

Features:

• Let user create 3D spaces and design it using Brand furnishings

• The app creates an integrated shopping experience: provides assistance in buying by giving estimates and purchase links

• User can share the look created for social feedback, resulting in organic traffic and brand visibility


ACTIVATIONS

Continue inspired living to offline integrations in affluent neighbourhoods to create brand visibility.

Brand installations - come experience the Brand way of inspired living. Redoing sitting areas in malls with Brand furnishings.


Contact : : Akhilesh Jain Mob.No : : +91 9820622380 Email ID : : [email protected] [email protected]

mailto:[email protected]

mailto:[email protected]