marketing proposal: organic lifestyle brand

mareketing proposal for organic lifestyle brand

© Notice the Elephant. All rights reserved.

INTRODUCTION

The challenge is to launch an organic lifestyle brand into the market. This proposal is a bit more generic since we don’t have a particular brand in mind. It’s a road map of what Notice the Elephant can do for an orgarnic lifestyle brand.

Notice the Elephat

Notice the Elephant is a team of savvy marketers who simply want to make amazing projects for you. We are a global, full service marketing agency with well-established virtual culture. We work strategically to find the right marketing and communication programmes for you. Agencies and brands should work under partnership relationships, we believe. Therefore, respecting clients budgets is of extreme importance to us. We will work closely to determine the growth stages of your business and assign activities that bring your ROI back soon enough to allow you to climb to the next levels.

Marketing for organic product

Organic has hit the mainstream. For instance, Walmart will start selling organic food at same low prices as its regular offerings. This is the reason, that being organic is not USP that would automatically position your brand as high end, and some additional insights and creativity will be necessary to do so.

Marketing for lifestyle brand

Creating a lifestyle brand is more than just putting your brand in store. It means continuous marketing efforts that show the usage of your brand, portray consumer’s personas etc. It’s not just about convincing customers to by your product. It’s about reting customers love. To do this properly we will need to work together as a partnership through a longer in-depth process.


SOmE INITIAl ThINkINg

Notice the Elephant works across multiple sectors and multiple clients, delivering an array of bespoke services customized to the true needs of the clients. To make things easier, let’s grade these into 3 distinctive principles of working:

Task completion

This is where sleeves are rolled up and Notice the Elephant just gets things done. This tends to be simple design, content or PR task and implementation work and works to a tight brief.

Brainstorming

This is where Notice the Elephant helps inform the brief, adds depth to the strategy, or adds insight and planning to an existing strategy.

Think For Me

This is where Notice the Elephant adopts a far more involved role and leads the strategy, writes the marketing plan and brief, effectively acting as an extension of your strategy.

After our first meeting, we will determine what style of project would fit our reationship the most, and would add the most long-term value to your brand.

finding your ground in the market jungle


RESEARCh ThE mARkET

First we need some initial research within our target audiences to gauge interest understand what’s important to them and how we need toapproach them.

We should conduct a series of depth interviews with potential consumers and industry influencers (and retailers if this applies to your product) togauge there response to the product and our approach to the market and commercial opportunity.

We will need a product or presentation around the product that illustrates how the products work and show them in a realworld scenarios and a solid plan as to how this product is commercialised.

We need to ask the big scary questions and see how the market will respond to our offer. We will also get a clear steer as to how the specificaudiences research their products and how we can reach them.

This stage gives us valuable insight into our activity, there maybe internal understanding within the team that can expedite this procedurebut there does need to be some form of formalised report created on this and unlocks the truth in the the market that will make ourcampaign a success.

Time frame: 1-3 weeksDeliverables: consumer research report


COmPETTIvE ANAlySIS

None of the brand stands in the vacume. every brand has a competition - direct or inderect one. The key competition has to be defined in terms of marketing actvites, positioning, purchase model ... To put your product in the competitive perspective, SWOT analysis will be performed.

Time frame: 1 weeksDeliverables: competitive report, SWOT table

making your brand ripe and ready to consume

bRAND mODEl

We need to work with you to create a solid brand model and value proposition to base our campaign upon. This would typically be done ina workshop environment.

Time frame: 1 weeksDeliverables: brand pyramid and idea, USP/value proposition


DEvElOPINg bRAND IDENTIy

brand identity is so much more than just a logo.

First of all, you don’t need a logo, you need the logo. It has to be unnique, smart, memorable and also practical (taking in mind all the possible future application of your logo). Secondly, brand is more visual than a logo. Every recognizble brand has its recognizable set of visual rules, colour schemes, fonts, other graphic elements.last but not lest: brand is not just visual identity. It has character. Therefore it has a specific tone of communication, it relates to speciific mood, and it has clear dos and donts. great brands express the essace of the product.

Challanges

The main challanges for sucesfull brand identity are:- visual stand-out that creates good brand recall- being differentiated / not being generic- creating good brand asociation across products- relevance to the target market / target groups- make a statement about the brand

Time frame: 2 weeksDeliverables: 2 logo proposals, brand book, stationary


putting togehther a go to market strategy


WhERE AND hOW TO START?

When launching any new product to the market there are a few key considerations that we need to investigate before we can target ourmessaging and activity to achieve the deliverables of the brief and build a compelling value proposition.

• We are beginning from a standing start with a new product so we need to ensure that there is a market for this product – what needs orproblems it solves• We need to know who is going to buy this and why• Then we need to create collateral that can deliver this• And of course we need to generate publicity around the offer that drives interest

We don’t just need a campaign – we need a strategy to take this product to market.

Time frame: 1 weeksDeliverables: marketing plan on one page

CONSUmERS jOURNEyS

graph of consumers journeys is one of the key strategic marketing documents. It describes all touch points that influence consumers journey

towars your product.

Time frame: 2 weeksDeliverables: target groups segmentation, consumer journey map


creative juices for fresh ideas

CREATIvE CAmPAIgN

Along side the ‘go to market strategy’ and brand modelling, Notice the Elephant can develop highly effective communication startegy and creative campaign that brings all of this to life. goal: bring your brand to your target audiences, drive publicity, drive awareness.

This campaign will give consideration to the core messaging that we need to deliver to answer the specific needs of our core targetaudiences.We will work this creative across key elements of collateral and provide an outline of how the campaign can live and breath across otherchannels that will be critical to the success of the campaign role out.

Once a core campaign is agreed we will role out the message across all the assets required.

This will include but not be limited to:• brand video• brochures• Direct mail campaign • Digital assets• Email marketing templates• Ideas for point of sale • Concept for sempling promotions• media kit

Time frame: 4-8 weeksDeliverables: key messaging, 2 campaign concepts, campaign plan (online + offline; point of sale; social media; PR), development of 1 campaign, marketing colleteral, campaign report* The price depends on the number of materials that the campaign consists of. Production and media costs are not included in these estimation.


PR AND blOggERS OUTREACh CAmPAIgNS

The idea behind outreach campaigns is that brand, in seeking exposure for a product, leverages influencers who have established a substantial following, asking them to write about it in exchange for free access to the product or service. bloggers and social media prodigies are the dominant tastemakers these days.

That’s why lifestyle journalists, blogers and influencers are one of the most importat Tg for any lifestyle brand. They are not just your consumers, they are your ambasadors. getting on their goodside is a top priority and a work in process. brand needs a lot of lifestyle content to become a lifestyle brand, even pass the initial campaign.Furthermore, great lifestyle brand has a continuous presence in lifestyle media.

Time frame: 1-4 weeksDeliverables: Selection of blogger, press release+distribution, concept and pitching the story, publicity report


picking the right opportunities

STRATEgIC PARTNERShIP AND ExTRA OPPORTUNITIES

many times great and unexpected opportunities for co-branding, sponsorships, media partnership etc. cross a path of a brand.

Obviously, not all opportunities are appropriate for your brand and not all will provide desired ROI.

however, Notice the Elephant can be your eyes and ears and search for the right opportunities, can take pro-active initiatives and bring to you interesting opportunities; or can act as your outside advisor and help you decide if something is worth of your investment or not.

Time frame: TbCDeliverables: TbC


Thank you for your attention.

COPyRIghT DISClAImER:ThE CONTENTS OF ThIS PRESENTATION, INClUDINg IDEAS AND CONCEPTS, ARE PROTECTED by COPyRIghT.

yOU mAy READ ThE CONTENTS AND mAkE COPIES FOR yOUR OWN PERSONAl USE. yOU mAy AlSO gIvE COPIES OF REASONAblE ExTRACTS ON AN OCCASIONAl bASIS FREE OF ChARgE TO yOUR

CONTACTS FOR ThEIR PERSONAl USE PROvIDED ThAT NOTICE ThE ElEPhANT IS ACkNOWlEDgED AS ThE SOURCE, ThE CONTENT IS NOT AlTERED IN ANy WAy, AND ThIS WARNINg IS bROUghT TO ThEIR ATTENTION.

ANy OThER USE OR COPyINg OF ThE CONTENTS OF ThIS SITE IS PROhIbITED, UNlESS NOTICE ThE ElEPhANT gIvES ITS PRIOR WRITTEN CONSENT.

FOR FURThER INFORmATION PlEASE CONTACT: [email protected]

marketing proposal: organic lifestyle brand

Lifestyle