Kleur Tonacity Presentation & Notes 17-July-2015

A high quality hair colour product
for home use
Adult (30+) Females with good
disposable income. High on
style, low on time.
Fashion & Brand aware, proud
to shop in, and trusts, big name
department stores.
Independent thinkers, finacially
astute, somewhat influenced by
partners and peer group.

Competitor marketing very focused
on the box, and often appears in
mainstream print and TV media.
{Digital Strategy -
Focus on media consumed in transit
Become famous for mobile content
Staged customer journey ebraces
our retail partners.
Key competitive difference -
Focus on results and the experience
An interactive conversion journey
that blends digital and human touch
points.

Loud colourful stimulus touch point using display
adverts that are frequent, targeted and programmatic
Social Media adverts that point to associate reviews,
beauty tips, and consumer endorsements.
In-store display campaign to drive app downloads.
In store events to promote the consultation phase of
colour selection
In Store incentives to sign up to delivery subscription
service
Use of mobile coupons to aid store conversions.
Mobile app reminds and books in store consultations
with store location and phone now CTA.
App provides seasonal colour inspiration, interactive
and based on in store consultation
App promotes user to share experience via SM
Store
to
Stimulus
Stimulus
to
Mobile Interaction
Mobile Interaction
to
In Store Conversion

Dominate visual search space with frequent and exciting images
Lots of support and resources for bloggers and journalists
Zero Moment of Truth

http://www.google.co.uk/imgres?imgurl=http://cdn.geekwire.
com/wp-content/uploads/MOZ.jpg&imgrefurl=http://www.
geekwire.com/2013/moz-doz-trademark-issues-play-trag-
ic-naming-dispute/&h=393&w=1347&tbnid=sis2jgG-
WV6XTlM:&zoom=1&docid=zCvZEbJy9E5SBM&ei=_Vyl-
VdW9H8KO7Qbu452YBw&tbm=isch&client=safari&ved=0C-
CkQMygAMABqFQoTCJWwrfGn28YCFUJH2wod7nEHcw
https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&-
source=images&cd=&ved=0CAcQjRxqFQoTCO2kwfun28Y-
CFYdo2wodhpANnA&url=http%3A%2F%2Fwww.geekwire.
com%2F2013%2Fmoz-doz-trademark-issues-play-tragic-nam-
ing-dispute%2F&ei=El2lVe3TMYfR7QaGobbgCQ&b-
vm=bv.97653015,d.ZGU&psig=AFQjCNFYrBlP21AZg-
FpHesrDXsBl20VgiQ&ust=1436987006116995 https://
www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=im-
ages&cd=&ved=0CAcQjRxqFQoTCO2kwfun28YCFY-
do2wodhpANnA&url=http%3A%2F%2Fwww.geekwire.
com%2F2013%2Fmoz-doz-trademark-issues-play-tragic-nam-
ing-dispute%2F&ei=El2lVe3TMYfR7QaGobbgCQ&b-
vm=bv.97653015,d.ZGU&psig=AFQjCNFYrBlP21AZg-
FpHesrDXsBl20VgiQ&ust=1436987006116995 https://
www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=im-
ages&cd=&ved=0CAcQjRxqFQoTCJ3Q2cqo28YCFb-
Js2wodV-UCsA&url=https%3A%2F%2Fwww.dasheroo.
com%2Finsight-library%2Fgoogleanalytics&ei=s12lVfO0H4vA7A-
ba0KSIAQ&bvm=bv.97653015,d.ZGU&psig=AFQjCNFq9K0FDr_
aOE8lZrmgFF316TLCjQ&ust=1436987192146518dv
The FMOT use of the app is to guide the customer into visiting a store
The focus is on learning , information and the product features.
First Moment of Truth
Find a salon or store
Book a consultation
Reminder notifications
Virtual Hair Colour
Application Advice
Re-apply notifications
In Store reminders
Appointment availability
New colours or trends

Comidification of premium hair colour bassed on Graze.com and Dollor Shave Club model
This is the primary conversion touchpoint
Second Moment of Truth
In Store consultation
Set up monthly subscription
App suggests new colour
Future subscription delivered
or
Collected in store
or
Sent as a gift
Retailer paid commission

Encouragement to share results & experience on Social Media
Use the app to invigorate engagement with fun promotions or ideas
Ultimate Moment of Truth
Create new stimulus
Create shareable content
Create referal content
Fun ideas like this to promote Kleur to male partners
Video instructional, tips and tricks with Celebrities
A night in
with Kleur

Social Media Content and Programatic
Display adverts from search history.
Engage, Educate, and Entertain with the
Kleur App, and seasonal promotions.
Invite to use store based consultants, store
sales and subscription sign ups.
Stimulate
Interest
Interactive mobile
Content
Store
Conversions
Following Google research on the customer
journey through digital touch-points for the Health
& Beauty market in the UK

Stimulus
ZMOT
FMOT
SMOT
UMOT
Clicks on display ads (CPC)
Engagement
Mentions
CTR
Bounce Rate
Link Building
Impressions
App Downloads
Clicks on CTA (Book Now)
Appointments Made
Time on site
Ave Pages viewed
App Engagement (time)w
Conversions (Sales)
Subscriptions
Referrals
# Mentions
Social Media Followers & Mentions
User generated content coreation
Shares, Comments & Likes
Video Views
App Navigation
Metrics Tools

Growth on Social Media Channels
Growth in Search Traffic volume
Growth in Trend analysis
Brand Awareness Survey
Reach and Frequency of Ads
Retail Store Sales
Superscription Sign up
Rate of Referral
Cost of Sales
Direct Marketing Costs
£
Awareness Revenue
Return on Investment

“Just tried Kleur Tonacity, What do you all think”
“5 reasons you need to try Kleur Tonacity”
“How to apply Kleur Tonacity hair colour, so easy
a man can do it”
“I just tried a new hair colour, you won’t believe
what happened next!”
“My man just coloured my hair, then we had the
most amazing night!”
“Going red for Valentines, cant wait for Kleur to
arrive”
“Wine, Corrie, Kleur... Let’s see what happens!”
“Got a colour consultation at John Lewis, love
my new colour”
Your nearest store is 3 miles away, would you
like to book a consultation?
Download the Kleur Tonacity app and try out
our colours now.
Your September colour is on its way, book a
night in, get ready to refresh your look.
Book your friends into a consultation and earn
yourself a free box of Kleur Colour.
Content from bloggers, journalists, & users
Mobile advertising from Brand & RetailReferrals from users & Blog shares

Discover
Explore
Educate
Experience
Experiment
Subscribe
Share
Refer

Squared Online Module III Project – Kleur Tonacity
Page 1 of 7
Kleur Tonacity Presentation and Notes.
Authors: Paul Vousden, Angela Spragg, Andrea Holschneider, Ricardo Torres, Nadine Delpech and Victor Andres Perez
Date of submission: 17th
July 2015
Slide 1: Kleur Tonacity - Product & Target Customers
Integrated proposal for the launch of a new female beauty product - Kleur Tonacity. Tonacity is a high
quality hair colourant for home use, within medium price range. Average colourant costs in the high street
departments is £5.00 - £15.00. Kleur Tonacity will cost at £25.00.
Three main campaign in this strategy is to (1) Increase Brand Awareness (2) Increase Sales (3) Increase
Customer Engagement. Its target audience is explained with the four W's as follows:
Who: A business woman. Females with good disposable income, plus their partners as key influencers of
spending habits and value analysis.
What: Customer background or demographic as follows:
1. Age: 30+,
2. Education level: High
3. Geographic location (customer resides): Major Cities
4. Hobbies: High end gyms, female sport i.e. golf, ladies football, Olympians, news readers,
workers in TV media etc...
5. Interest: Online business, Home-keeping, Fitness and Health, active in social media
communications, air travel and above average time researching on web.
6. Income Level: Medium - High Band
7. Family Status: High Flyer
When: Seasonal or regular? Customer is a regular user of the colourant, approximately between 4-8
weeks.
Where: The target audience's geographical location for their main residence may be applicable. Target is
for the major cities, targeting certain high earner post code zones.
Slide 1 Reference:
Image from Color Zoom 2013: http://2013.colorzoom.com
Slide 2: Kleur Tonacity - Current Traditional Method vs Digital Strategy
Today, when the customer walks in most department’s stores or chemists, the dedicated display section is
bombarded with various range of hair colour brands and colour choice. Too much choice means, it takes
much longer to decide and try a new brand. For the target customer, this channel will be quite
unsatisfactory but not non-existence. The target audience will still find the need to visit the chemist and
stores because of the family needs.
We will maintain the 70/30 advertising split, 70% of which will focus on the digital media and 30% will focus
on paper and other traditional methods. The research indicates that the target audience is mainly educated
and full time employed women. It is expected that this group of women are most likely to be active on
social media and will regularly research for new product and deals whilst travelling and during waiting in
queues for transport etc...
Slide 2 Reference:
1. Image Loreal FeRia:
Mirror.co.uk – frame from Cheryl's Hair Colour by L'Oreal Paris Official TV Advert http://www.mirror.co.uk/3am/celebrity-
news/cheryl-fernandez-versini- debuts-new-70s-5261030
2. Image Couleur de star:
From collspotters.com coolspotters.com/actresses/aishwarya-rai-bachchan/and/health-beauty/loreal- paris-recital-preference-
hair-color#medium-210852
3. Image Perfect 10 (nice easy) From The Telegraph: http://www.telegraph.co.uk/news/uknews/5702713/Clairol-rebuked-over-
misleading-hair-dye-advert.html

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July 2015
Slide 3: The Stimulus (Buyer Behaviour)
Stimulus-Response Model of Buyer Behaviour is a well-known and established model, it is the initial visual
or touch point that cause a reaction and starts the customer on a journey to purchase a product. The
stimuli of Tonicity’s big name blogger hero content will be broadcasted from our existing offline channels
such as: TV and premium magazines, and enhanced with interactive billboard ads. Online channels such as
social media and mobile advertising will provide a target to drive customers to engage them with more
frequent “hygiene” content, as explained below.
Interactive billboards are gaining popularity as a means of offering stimulating hero content. (Ref: 10 Brilliant
Interactive Billboards:http://mashable.com/2011/08/21/interactive-billboards-videos/). By finding key positions with
stationary audiences, such as air ports or railways in areas our demographic are likely to be, particularly
when key events such as high end fashion exhibitions are, we can use beacons to offer interactive content
e.g. changing the on-screen blogger to see their hair colour of preference. These will start conversation and
invite further exploration into Tonacity, and be strengthened by the ads being able to appear on their
smartphones where we can offer the services of our app and use targeted advertising to lead them further
down the customer journey.
With Tonacity App, we can entertain and entice new customers with more frequent "hygiene" content
such as best customer social uploads, whilst rewarding repeat customers with offers. This content will be
socially shareable, spreading word of mouth and building stronger brand loyalty.
Slide 3 Reference:
Text: Buyer Behaviour-Stimulus-Response Model: http://www.tutor2u.net/business/marketing/buying_stimulus_model.asp,
Author Jim Riley: 23rd September 2012
Text: 10 Brilliant Interactive Billboards: http://mashable.com/2011/08/21/interactive-billboards-videos/
Slide 4: Zero Moment of Truth (ZMOT - Decision Making)
ZMOT, Google and shopper Sciences studied 5,000 shoppers to find where shoppers switch from undecided
to decided (http://www.google.co.uk/think/research-studies/zero-moment-of-truth.html). The studies indicate that in
between stimulus and point of sale, was discovered a new stage where consumers go online to read
reviews, compare shops, look for deals and recommendations and much more. This stage is known as
ZMOT, where a true competitive advantage may be gained.
Tonacity's website page, retailer website, search engine Adwords, PR-articles and blogs, will provide these
channels for the customers to visit. As a marketer, we have discovered that the way we can improve
consumer interaction is to add more focus on the mobile devices. Amplifying Tonacity brand across all
mobile devices will be a crucial ingredient for the ZMOT stage. The computers / mobile devices continue to
improve people's lives, so Tonacity App will comprise of advance features whereby it will digitally enhance
consumer life, by making it simpler to purchase thus saving time, more fun and better or ease of
connectivity to retailers, easy pick up procedures from retailers, updated blogs, review page, purchase
page, delivery requests, change of order and more, all these features will require regular update and
current news and promotions.
Slide 4 Reference:
Photomontage made with photos from: Google search screenshot
http://tumblr.beautyeditor.ca/ https://www.pinterest.com/search/pins/?q=hair%20color
Text: Google Think Insights: http://www.google.co.uk/think/collections/zero-moment-truth.html
Text: http://www.google.co.uk/think/research-studies/zero-moment-of-truth.html

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July 2015
Slide 5: First Moment of Truth (FMOT-Winning the point of purchase)
FMOT is the stage where a brand interacts with the consumer in the store. The interaction is instantaneous,
decisive and can be inflective of the brand. Winning the consumer at the point of purchase another crucial
stage, the three factors to consider at this stage, as follows:
1. Availability of the product: As the article states, it's not just the choice of channels; it's also the
innovation that has led to creating a business where one may feel it may be non-existence. Vending
machines are a great example of this statement, availability is the biggest determinant of what is coke
as a brand. Online advertising via Mobile App, personalised promotions with iBeacons alerts and in-
store and digital information availability are all important factors for the point of purchase.
2. Visibility of the product: is very closely linked factor associated with availability. Tonacity visibility
increases by placing iBeacons at high traffic zones, such as high streets and a mile range from the main
stations, near eateries. iBeacons activate alerts to find a location for the nearby store, it offers you to
book a free consultation. App can offer reminder of appointments and new product and promotions via
text to the subscriber. In stores, consultants can offer the type of colour and style of hair that may be
most suitable, this requires a picture being taken and making this visible to the consumer. (Ref: Text: First
Moment of Truth-Winning the point of Purchase: http://www.labnol.org/india/first-moment-of-truth/6232/: 24th
December 2008)
3. Persuasion factor at the point of purchase: having concentrated on an availability and visibility of the
product, it may not be enough for the consumer to be persuaded to pay for your product. As the
articles suggests, at times promotions helps to make a sale. In this research by two authors,
(http://www.msi.org/reports/capturing-the-first-moment-of-truth-understanding-point-of-purchase-drivers/) it
indicated that an unplanned consideration is more likely to develop into an actual purchase if a shopper
(1) spends more time in consideration, (2) touches more products, (3) references external information
(e.g., circular, coupon, smart phone), (4) stands closer to the shelf, (5) views fewer product shelf
displays, and (6) interacts with the store staff.
Slide 5 Reference:
Image DeHart bodywork: techcrunch.com, http://techcrunch.com/2013/10/03/mytime/
Image: photomontage: http://www.taaz.com/virtual-makeover#piano=red&tab=lipstick
Text: First Moment of Truth-Winning the point of Purchase: http://www.labnol.org/india/first-moment-of-truth/6232/
Text: Capturing the “First Moment of Truth”: Understanding Point-of-Purchase Drivers of Unplanned Consideration and
Purchase, Yanliu Huang, Sam K. Hui, J. Jeffrey Inman, and Jacob A. Suher, 2012, 12-10: http://www.msi.org/reports/capturing-
the-first-moment-of-truth-understanding-point-of-purchase-drivers/
Slide 6: Second Moment of Truth (SMOT-first experience)
SMOT stage of the marketing is when the consumer first experiences the use of the product. Prior to the
digital age, most focus lied on FMOT and SMOT. Google's finding in 2012 indicated the discovery of new
Moments of Truth for consumers. Prior to social media, after SMOT the buyer's satisfaction or
dissatisfaction followed, but now after ZMOT, consumers will further investigate the product, read reviews
and blogs, check how the product is rated, word of mouth continues to play a crucial role (Ref:
http://gogetchitter.com/the-future-of-digital-marketing/).
Google research also states that 79% of the consumers use smartphones to assist with shopping or making
purchasing decisions, so today consumer's reliance on feedback, reviews and shared experience plays an
integral role in purchasing decisions. Tonacity product information on the mobile App and it's the presence
of social media, only highlights the importance of digital advertising for Tonacity. Point of Purchase offers
links to digital ads (share your colour on Facebook and Twitter), offer subscription based service - like
graze.com, dollor shave club model or Evernote are the primary conversion touchpoints. Ideas for gifts for
daughter, mother and friends links with advocacy and sharing experience. Happy customer will share a

Page 4 of 7
July 2015
happy experience so it will be important for Tonacity App to have review and 5 star features, this will
further assist future customers to make expedite purchase decision.
Slide 6 Reference:
Image: graze.com snack box: https://www.cratejoy.com/graze-snack-box/
Image: welcome to better bathroom box: http://grutchy.com/top-10-best-white-elephant-gifts-20-bucks-2014/
Text: The Future of Digital Marketing: http://gogetchitter.com/the-future-of-digital-marketing/
Slide 7: Ultimate Moment of Truth (UMOT-share experience)
The UMOT becomes the next person's ZMOT, as the Google research indicates,
(http://www.briansolis.com/2013/11/the-ultimate-moment-of-truth-and-the-art-of-engagement/), the website needs to
be sufficient in information and connectivity so the people may, with ease, share on the social media and
add comments on the reviews and the resulting click path. The UMOT is where consumers convert and
experience into discoverable content on the range of social media platform. Consumers are mostly
connected these days, and UMOT becomes a ZMOT repeatedly. So investment in Tonacity App, its activity
and engagement on the social media is evidently important for the Kleur Tonacity.
To encourage Tonacity product engagement, YouTube channel will have small video clips to that will show
in various methods by which the multi tone colour may be applied to achieve desired results. It will not only
educate our consumers, but encourage sharing of different methods that they may not be aware of before.
This will also encourage sharing Tonacity information and encourage sharing of UMOT even at the ZMOT
stage. Even if the consumer may not be thinking about the purchase of our brand but wished to use the tips
we share, this will encourage ZMOT and possibly share information without ever purchasing the product.
This sharing of tips on the YouTube is indirect advertising by the consumer.
Discounted annual subscription and sharing feedback on the social media, suggestions of new seasonal
colours, ideas, news, shares through App. Campaigns to share - Mans idiot (ikea) guide to colour, do you
trust your man to do it (ice bucket challenge), How did you have your hair coloured this month? Share
comments via web or APP, also to share new offer discounts with referrals.
Slide 7 Reference:
Image: How to color hair: Screenshot from youtube – toni&guy video
Image : 6 cartoon images: Funny print work for Ikea from Grabarz & Partner, Hamburg, Germany
Image: first woman: celebrity: http://hollywoodlife.com/2014/06/26/kim-kardashian-nipple-wardrobe-malfunction-instagram-
picture/
Image: second woman: https://doguefashion.wordpress.com/page/3/
Image: third woman: http://www.maebadiyan.com/2014/05/life-lately-via-instagram.html
Text: The Ultimate Moment of Truth and The Art of Digital Engagement: http://www.briansolis.com/2013/11/the-ultimate-
moment-of-truth-and-the-art-of-engagement/
Slide 8: Customer Journey and Think With Google Analytics (Conversion Strategy)
1. A customer journey map of the sales process is a useful tool in understanding and improving customer
experience. It is gives a great insight in to understanding how customers interacts today.
2. Google, Yahoo and Bing have analytical tools that may be used to highlight periods of high and low
traffic, to record and fix problems or improve sales. Measure conversion rate, once we have clear
picture of customer behaviour and what the conversion rate is, we can place benchmark to improve it.
3. Tonacity analysis may be carried out weekly.
4. There are some Critical Components of a Great Customer journey map as to consider, as follows:
1. Customer's perspective: interactions of your customer experiences.
2. Use Research: an example of ethnographies can create powerful experience.
3. Represent Customer Segment: different segments have different customer experiences.

Page 5 of 7
July 2015
4. Include Customer Goals: Highlight customer goal at stage of the process.
5. Focus on emotions: as they are crucial at any experience, whether B2B or B2C.
6. Represent Touchpoints: include also the touch points that may not be in your control.
7. Highlight Moments of Truth: separate critical moments from the rest.
8. Measure your brand promise: experience can either be, effortless, highly customised or
unique. Documents all whether you are meeting customer expectation or not.
9. Include time: length of time in decision making.
Ref: http://www.heartofthecustomer.com/customer-experience-journey-map-the-top-10-requirements/
5. Simplify purchase process minimum amount of details on the purchase process (enough to charge and
deliver the product) to improve sales, obtaining the rest of details later with promotions or while they
are doing the next purchase.
Slide 8 Reference:
Image: customer journey with google analytics: Screenshot from www.thinkwithgoogle.com
Text: Heart of the Customer: http://www.heartofthecustomer.com/customer-experience-journey-map-the-top-10-requirements/
Slide 9: Metrics
World Wide Web, social media platforms has made marketing far more measurable. Metrics tool provide
accurate accounts for the marketing cost, product expenditure, overhead cost, revenue and customer
acquisition. Some of the digital media metrics may be: cost per lead, cost per follower, and cost per page
view, cost for AdWords and so on. There are some metrics that Tonacity product must focus on. They are as
follows:
1. Total visits: on the main website, this measure how well the campaign is driving traffic.
2. New sessions: Google Analytics tool allows to visualise new and recurring visitor
number. If the visitor number drops, it indicates the ineffectiveness of your web page.
3. Channel-Specific Traffic: Google Analytics segment traffic based on the point of origin,
whether consumer visited the site directly or was if it was a referral or if it was associated
with the social media platform.
4. Bounce Rate: This metric indicates the number of visitor leaving the web page with
further exploration. This is where AdWords for the Tonacity product may become useful.
5. Total conversions: This measures the profitability of the overall marketing efforts.
Google Analytics track the progress, if the conversation rate is low then this gives the
company an opportunity to amend information, product offers, and promotions and so on.
As the presentation slide indicates, Tonacity product metrics may be measures by MOZ, Google Analytics,
Business Manager, Hootsuite, iTunes Connect. It is worth investing in more than one tool to measure
activity, and productivity as Google Analytics may not be capable of measuring all the metrics that may be
of Tonacity's interests. (Ref: http://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-
need-to-be-measuring/)
Slide 9 Reference:
Text: The 6 Marketing Metrics & KPIs Your CEO Actually Cares About [Cheat Sheet]
Written by Mike Volpe | @mvolpe: http://blog.hubspot.com/marketing/how-to-create-facebook-business-page-htJanuary 15,
2013 // 9:00 AM
Text: 10 online Marketing Metrics You Need To Be Measuring: http://www.forbes.com/sites/jaysondemers/2014/08/15/10-
online-marketing-metrics-you-need-to-be-measuring/

Page 6 of 7
July 2015
Slide 10: Return on Investment (ROI)
As marketing target certain campaigns (brand awareness, increase sales), ROI should also have goals and
annual revenue/profit goals. This marketing expenditure figures may be calculated using ROI formula,
ideally there should be a specific capital amount to be used for marketing. As Tonacity will use AdWords to
increase sales, generate leads and drive other valuable customer activity, it's important to measure the
return on investment (ROI) for these individual campaigns. Knowing the ROI will assist Tonacity to evaluate
whether the money utilised on AdWords advertising is converting into profits for the business. (Ref:
https://support.google.com/adwords/answer/1722066?hl=en-GB)
Using conversions to measure ROI: conversions, which are customer actions that you believe are valuable,
such as purchases, sign-ups, web page visits or leads. AdWords, allows the use of free conversion tracking
tool to help track how many clicks lead to conversions. Conversion tracking can also help you determine the
profitability of a keyword or ad, and track conversion rates and costs-per-conversion.
Google Analytics account, Tonacity will add Google Analytics tracking to its MailChimp campaigns.
Integrating Google Analytics with Tonacity’s MailChimp account will allows to track clicks from all
campaigns, all the way through purchases on the website. Analytics stats populated in the campaign
reports is passed into MailChimp.
Slide 10 Reference:
Image: woman with brunette hair: http://galleriademo.com/brown-hair-color-ideas-for-green-eyes/
Text: Measuring Return on Investment: https://support.google.com/adwords/answer/1722066?hl=en-GB
Slide 11: Social Media Engagement & Referrals
YouTube, Google+ and LinkedIn Drive, together with Facebook and Twitter are the most popular or most
engaged social referrals. There are so many people spend an egregious amount of time, sharing tweets,
commenting on Facebook, etc... When we like a post or share a post, we are actually interacting with a link
that our friends shared socially. According to the social media post-click engagement study, that was
carried out, between September 2013-February 2014, presented by shareaholic, it highlights three crucial
points:
1. YouTube is the undisputed champion because video itself is highly engaging. It's educational and
entertaining. They have the lowest average bounce rate (43.19%), have the highest pages per visit
(2.99) and the longest visit duration (2.77.82 seconds).
2. G+ and LinkedIn drive (professional women will be using LinkedIn), although fewest social referrals,
they bring in some of the best visitors. Such as professional from various sectors. On G+, most materials
is shared within circles, and bounce only 50.63%. LinkedIn usually spend 2 minutes and 13 seconds on
each link they click. The bounce rate is 50.63% visiting 2.45 pages during each visit. Although many sites
see minimal traffic with every visit, G+ and LinkedIn are in top group. This is the right period to invest as
these channels are crucial in engagement campaign.
3. In terms of bounce rate, pages per visit and time on site, Facebook and Twitter both have the same
bounce rate(56.35%) but Facebook users spend more time on a site post-click that Twitter users. (Ref:
https://blog.shareaholic.com/social-media-traffic-engagement-03-2014/)
Mobile Advertising: is a form of wireless advertising. It is estimated that by mobile App install ads
accounted for 30% of all mobile advertising revenue in 2014 was approximate $4.6B in 2015, and over
$6.8B by the end of 2019. (Ref: https://en.m.wikipedia.org/wiki/Mobile_advertising)
Slide 11 Reference:
Text: Ref: https://blog.shareaholic.com/social-media-traffic-engagement-03-2014/
Text: Ref: https://en.m.wikipedia.org/wiki/Mobile_advertising

Page 7 of 7
July 2015
Slide 12: Kleur Tonacity Goals Summarised
With the three campaigns, Tonacity will be discovered by the right and wider audience. Focusing on these
campaigns, the company will inevitably expect the following:
(1) Customer discovery through increase advertising on the digital media, retargeting that digital is helping
Kleur connect with people who have already expressed an interest, something traditional media cannot
do.
(2) Customer will have the opportunity to explore various discount offers and services available on web
and App alike.
(3) Customer will acquire better understanding of the uniqueness of the ingredients in our product as well
as have the benefit of the high end salon experience at the comfort of their home.
(4) Unique customer experience with the product and its experience shared on the social media will
further increase brand awareness.
(5) Gentlemen and ladies, are both likely to experiment with the product if it is associated with a way to
spice up that once a month or every 6-8 weeks, a day where hair colour product can add. Focused
campaign via Facebook and Twitter can take this product on the new heights.
(6) Increased brand awareness will be measured based on a high click through rates (CTR) or lots of
impressions. Thirty minutes weekly AdWords reports analysis will provide clear indicators on the most
productive and visited sites.
(7) Digital channel will bring product exposure to much larger audience, globally. Having associated story
line for example: "How did you have your hair coloured this month?” This statement alone, will start a
wide range of conversations on the social media, where funny stories will always be fun to share.
Slide 12 Reference:
Image from Color Zoom 2013: http://2013.colorzoom.com

Kleur Tonacity Presentation & Notes 17-July-2015

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