soft furnishing-brand digital marketing pitch
TRANSCRIPT
Come Soft Furnishing Brand Pitch
DIGITAL MARKETING !strategy | campaigns | activations
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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
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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)
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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
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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
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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
#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.
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#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.
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#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.
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#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.
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#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.
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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
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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.
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Contact : : Akhilesh Jain Mob.No : : +91 9820622380 Email ID : : [email protected] [email protected]