Tapp3d Digital Marketing Plan
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This was my final presentation for General Assembly's Digital Marketing course.
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Tapp3d Digital Marketing Plan
- 2. 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.
- 3. Brand Values 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 handles that won’t break the bank or blend in. Quality Humble Innovation Modern Reliability Casual Selective
- 4. EMPATHY MAP
- 5. 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 of Appreciation 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 festivals Reddit 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 Facebook Gizmodo Cool tap handles from breweries are expensive.
- 6. 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 isT-shirt, jeans and sneakers. • Tries to stay on top of tech trends
- 7. CustomerActivation Process Go to Etsy.com Run a product search Get product results Click on product listing Favorites shop* Add product to cart Check 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.
- 8. KPIs KPI Goals Strategies Average Order Value Current: $30 End of Q4 Goal: $45 Promote shipping discount for orders of 2 or more, add more color choices, add more stock designs Revenue Current: $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
- 9. CustomerActivation Strategy According 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.
- 10. Core Resource Whitepaper:The Definitive Guide to BuildingYour First Home Bar • PDF format • Striking examples of home bar setups, accompanied by tutorials. • Downloadable, behind a landing page with email signup form.
- 11. 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.
- 12. 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) • 1Ad group: “CustomTap 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.
- 13. Keyword Results
- 14. 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.