Transcript full service digital marketing agency

LazBro, Inc.
A full service digital marketing agency
(Pronounced Chew-WOW!)
1
Our Capabilities
Communication & Marketing Strategy
Creative & Design
Web & Mobile Development
Media Planning & Buying
A FULL SERVICE DIGITAL AGENCY
Social Media & Online PR
Reporting & Analytics
Management, Training & Ad Operations
2
About LazBro, Inc.
•
LazBro, Inc. is a full service digital marketing agency
•
We offer a complete suite of creative, web & mobile development, production, public
relations and media and social media solutions
•
We have extensive experience in both branding and direct response
•
“Big Agency” experience, “Boutique Agency” execution
•
Exemplary service, up-to-date strategic thinking, and a complete understanding of the
marketing ecosystem
•
Offices in Los Angeles, London and Johannesburg
•
Deep involvement in our industry – we make it our business to know everyone and build
strong relationships with our partners
•
The principals each have over 15 years each of digital & mobile marketing experience
3
A Few Of Our Clients
4
Audience: Overview
5
Audience: Technology
6
Brand Platform
• Artisan
• “An artisan is a person engaged in or occupied by the practice of a craft, who
may through experience and talent reach the expressive levels of an artist
using their hands, mind and heart in their work and what they create.”
• All Natural
• Modern
• Do we speak to these effectively in our consumer touch-points?
• Does the consumer know this after they visit the site?
• How do we get this message across?
7
“Chuao” Evokes…
•
•
•
•
•
We want to arouse their senses
Lust/ Covet/ Desire
Permission to indulge
Fun (culinary adventure)
We want them to feel like Chuao matches their values (all natural, ethically
sourced, GMO free, etc.)
• In marketing arousing the senses requires images of peoples’ senses
being aroused in order to make the connection
• Humans respond to humans. With this in mind…
• Do we speak to these effectively?
• Does the consumer know this after they visit the site?
• How do we get this message across?
8
“Chuao” Is…
•
•
•
•
All natural
Ethically sourced cacao
(Locally) Handcrafted
Premium/ Gourmet
• What part of the website, associations, consumer touch-points informs
our consumers of this?
• Do we speak to these effectively?
• Does the consumer know this after they visit the site?
• How do we get this message across?
9
“Chuao” Issues…
• Seasonality
• Product segmentation
• Lack of brand awareness
• Does our marketing tell the story effectively?
• Attrition
• Do we re-engage with consumers effectively?
• Shipping costs due to perishable products and heat sensitivity
• Seasonal products
• Does our marketing follow the seasonal nature of the business?
• Lack of resources (human and financial)
• What is the cost of NOT investing?
• Lack of “experts” in key roles
• Relax. We’ve Got This.
10
“Chuao” Issues…
• Lack of market penetration
• Focus our message
• Target our consumers
• Test and Learn
• Reduced number of facings in stores (makes it hard to find us)
• Are we involving our consumers?
• High costs result in high price point
• Premium is aspirational
• Difficult name to remember & pronounce
• Time to educate and assist our consumers
• Misconception that mass premium and true premium are the same. Hence,
difficult for customer to reason why to spend double on Chuao that they
would on Lindt.
• Time to educate and assist our consumers
11
“Chuao” Website
• Design
• Do our “first foot forward” showcase effectively impart our brand
positioning, message and seasonal products?
• Are pop-ups effective or annoying to a first time visitor? What do we
want the first experience with our brand to be?
• Calls to action
• Hard to find, non-existent
• Navigation
• Overwhelming with non-existent feedback value
• Do we make it easy for people to find what we WANT them to find?
(Retail locations, seasonal products etc)
• Seasonal push
• Are we using our spotlights to push the right products?
• Consumer focus
• Are we teaching our consumers correctly?
• Engagement
• What on the site keeps people coming back or engaged for more than 10
seconds?
12
Ecommerce: Overview
13
Ecommerce: Revenue by Product
14
Conversions: Days to Transactions
15
Engagement: Visit Duration
16
“Chuao” Social
• Response time
• Are we engaging with consumers and “teaching” them what they need
to know?
• Posting schedule
• Consistency and reliability are key! Are we there yet?
• Engagement
• What do we do to involve the fans?
• Contest promotion
• Are we promoting our promotions?
• Analytics
• Do we know how well our social environments are doing?
17
“Chuao” Seasonality
• Winter – eCommerce
• Summer – Branding/Retailer
• Product segmentation
18
Where To Start
• Identify goals and KPI’s – time on site, engagement, traffic, sales, repins,
friends, emails/database, transactions
• Fill in the gaps and guide the consumers through the website
• KISS principle – navigation and CTA’s need to be intuitive, easily accessible and
bold
• Appeal to the senses – connect humans to humans
• Engage consumers – email, social, retargeting, search, comments, recipes
• Educate our consumers
• Brand Position and Platform
• Name pronunciation
• Where to find
• Who we really are and where we come from
• How to make Chuao part of a lifestyle
• Identify a budget and invest in the brand
• Work the seasons and push the right products
19
4 E’s Reporting & KPI’s
Brand
Metric
Exposure
Impressions
Facebook Posts
Twitter Tweets
Emails Sent
Top Referring Sites
Top Markets
Number of Texts Sent
Experience
Facebook Likes/Fans
Twitter Fans
YouTube Subscribers
Email Subscribers
SMS Subscribers
Pageviews
Unique Visitors
Avg. Pages per visits
% of New Visits
Number of Video Downloads on PF site
Top Entrance Pages
Top Exit Pages
Type of Device
Operating System
Browser
Engagement
Clicks
Leads
Email Opens
Facebook Comments
Twitter ReTweets
Time Spent on Site
Bounce Rate
Number of Video Downloads on YouTube
Efficiency
Budget
eCPM
eCPC
eCPL
20
Sample Plan
21
Thank You
For more information:
Jennifer Lazarus
[email protected]
tel: 310.279.5080
lazbro.com
Relax. We’ve got this.®
22