ALNO USA
Marketing Proposal - Miami
Prepared by Green Dot Advertising — December 14th, 2016
Objectives & Marketing Strategy
Create brand awareness for ALNO USA by growing a highly active and engaged social media community and drive prospects to the ALNO USA website from where they can book an appointment at the Miami Showroom to begin their kitchen design project.
Marketing Strategy:
ALNO USA has a strong presence in Miami and New York with showrooms located throughout North America. The goal is to focus marketing efforts in the near-term on South Florida, specifically Miami to engage wealthy individuals that travel regularly and have an affinity for modern design.
Beyond targeting consumers that fit the demographic profile, another key component of the campaign involves targeting design professionals and developers who source projects repeatedly.
Today, in 2017, consumers begin researching remodeling ideas online. Whether for bathrooms, kitchens or an entire house, consumers and design professionals alike consult the internet for inspiration, reference, pricing and reviews. Once prospects have consumed photos and videos, read all of the reviews and begin to focus in on a particular style, they quickly realize that designing and pricing a kitchen project requires professional assistance. We believe that any marketing campaign has to nurture the prospect until they arrive at this conclusion and are ready to meet with a consultant.
At this stage, a discounted offer to meet with a professional for an initial consultation is likely the best way to drive showroom traffic. Here are some of the tactics we suggest to generate these types of leads.
The ALNO USA website is unfortunately not an asset that will drive conversions. The site has a lot of content, but it’s confusing to navigate, and difficult to browse without a lot of clicking. It also doesn’t answer the main question – price ranges. It will be important to qualify prospects quickly, and weed out the ones that can’t afford ALNO solutions, while inspiring confidence among those who do have the means by offering them pricing options from low to high.
To drive showroom consultations via the web, presenting a simple, yet inspiring website is key. Green Dot recommends a series of landing pages targeted at the different types of prospects (professionals and consumers – ultra modern to more organic). Each landing page should feature a photo gallery, price ranges for small, medium and large kitchens, and a discounted initial consultation offer.
We recommend using a combination of search and social media channels for this campaign, including:
- Houzz
- YouTube
- Retargeting ads
These recommended channels and tactics are detailed in the following sections.
Landing Page Development
Landing Page Development
Design and develop a series of landing pages to showcase the company’s products and services and support the marketing campaigns.
Green Dot suggests initially creating (5) landing pages focused on different segments of the market. This includes design styles, and pages for interior design professionals. These landing pages will ensure a strong message match from ad to landing page, and drive down the cost of advertising by achieving high quality scores from digital platforms and increased conversions.
This project is quoted as a custom site built on the WordPress platform and includes a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The website will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- Modern KitchenIntro & Overview
Photo gallery
Pricing guide (small, medium, large)
Design Services
Consultation CTA - Ultra ModernIntro & Overview
Photo gallery
Pricing guide (small, medium, large)
Design Services
Consultation CTA - OrganicIntro & Overview
Photo gallery
Pricing guide (small, medium, large)
Design Services
Consultation CTA - Design ProfessionalsIntro & Overview
Photo gallery
Product Lines - high end
How We Work with Designers
Become a Partner CTA - DevelopersIntro & Overview
Photo gallery
Product Lines - medium to high end
How We Work with Developers
Become a Partner CTA
Includes the Following:
- Account service
- Copywriting
- Visual concept development for website designs
- (2) sets of revisions
- Custom website development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Video Advertising
Social Media & YouTube Video Ads
Video ads can be placed on social media sites like Facebook, Instagram and YouTube where they can reach a wide target audience at a low cost, especially when compared to television placements. Research shows everyone from Millennials to senior business executives now prefers video over text and that video can increase conversions by over 65%.
Includes the Following:
- Campaign setup including copywriting and precise targeting
- Media research and placement
- Campaign management & optimization
- Conversion tracking and reporting (incl. phone call tracking)
Does Not Include:
- Video Production
Google® Adwords
Google® Adwords
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google AdWords certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Green Dot recommends targeting searches for “ultra modern kitchens”, “modern kitchens” and “high-end kitchens” to ensure ALNO is present in search results for highly relevant keywords. To further pre-qualify buyers, Green Dot recommends including price ranges in the search ads, discouraging people from clicking if they can’t afford the entry level product lines.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Photography & Video Production
Photography & Video Production
Shoot the photography and video assets needed to support the marketing campaigns with relevant content and to continually showcase new and exciting product and design offerings.
High quality, custom photography and video assets are what sells online. Users are on the other end of their mobile device, or laptop computer eagerly seeking that “Wow, I love that!” kitchen design. Renderings just don’t evoke the same kind of emotional reaction as photography or video. Green Dot recommends quarterly, or bi-monthly photo / video shoots of no less than 3, preferably 6 locations, to ensure the ALNO social feeds and website offer design professionals and consumers fresh, engaging content to keep them coming back.
Deliverables Include the Following:
- (1) Full day of shooting video and photography – 2-3 locations
- (45) Color corrected high resolution images
- (3) 60 seconds kitchen videos
Photography & Video Production Services:
Pre-Production Planning
- Shot list, planning, travel arrangements
- Account Service
Photography
- (1) Full day of photography w/ Canon 5D Mark iii
- Canon L lenses and accessories
Video
- (1) Full days of video w/ Canon C100 Mark ii
- Pro light kit
- Ronin
- Osmo +
Kitchen Photography Portfolio
Kitchen Photography Portfolio
This section showcases kitchen photography work Green Dot has sourced for past clients. We invite you to ask us about additional work in our interior and architectural photography portfolio.
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- RavenTools for campaign KPI reporting
- Monthly account review
Media Spend & Management Fees
Media Spend & Management Fees
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
Services Summary & Pricing
Services Summary & Pricing
Landing Pages
Project includes:
- Account Service
- Copywriting for up to 5 landing pages
- Visual concept development
- Layout and programming
- Tracking integration
- WordPress Content Management
Initial LP – $1,500
Each Addl. LP – $450
Photography & Video
Project includes:
- Account Service
- Pre-production & Shot list
- (1) Full day of photography – Canon 5D Mark iii
- (1) Full day of video – Canon C100 Mark ii and Ronin
- Pro Lighting Kit
- 2-3 locations
- Up to 45 color corrected images
- (3) 60 second videos with type animation for digital ads & landing pages
Photography – $1,500
Video – $4,500 – includes 3 videos
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics goal conversion set up
- Google Adwords keyword research and tracking setup
- Update branding for social channels
- Tracking setup for Facebook ads
- Tracking setup for Pinterest ads
- Tracking setup for Instagram ads*
- Tracking setup for Houzz campaign*
- Tracking setup for Youtube campaign*
- Landing page tracking integration for social channels
- Design retargeting banner ad creative
$3,500
$4,500*
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social and search channels
- Google Adwords campaign
- Page management for Facebook
- Page management for Pinterest
- Page management for Instagram*
- YouTube channel management*
- Advertising & video on Facebook
- Advertising on Pinterest
- Advertising & video on Instagram*
- Advertising on Houzz*
- Video ads on YouTube*
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Phone Call Tracking
- Monthly reporting
- Includes media management up to $6k per month**Additional media management beyond $6k per month is billed at 12% of ad spend.
$3,500 p/m
$4,500 p/m*
Suggested Monthly Media Spend
You set the budget
Google Adwords: $1,500 – $3,000 p/m
Facebook: $1,500 – $2,500 p/m
Pinterest: $1,000 – $1,500 p/m
Instagram: $1,000 – $1,500 p/m
Houzz: $1,000 – $2,000 p/m
Retargeting Ads: $250 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Pages | $3,100 | |||||
| Campaign Setup | $3,500 | |||||
| Photography | $1,500 | $1,500 | ||||
| Video Production | $4,500 | $4,500 | ||||
| Digital Marketing | $3,500 | $3,500 | $4,500 | $4,500 | $4,500 | |
| Media Budget | $4,000 | $4,000 | $6,000 | $6,000 | $6,000 | |
| Monthly Totals | $12,600 | $7,500 | $7,500 | $16,500 | $10,500 | $10,500 |
Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. Placing ads on social channels is the best way to target consumers and design professionals in the market for a new kitchen.
Green Dot recommends: Facebook, Instagram, Pinterest, YouTube and Houzz
To drive inquiries for showroom based consultations, Green Dot recommends running ad campaigns in the newsfeed on social networks like Facebook and Instagram targeting consumers in Miami, that recently moved or are remodeling with an income of $150,000 or more. Using Pinterest, we can target keywords related to kitchen remodeling with stunning images. Finally, Houzz is a good site on which to run ads, as their platform generates high quality leads from users researching remodeling projects. We also suggest targeting design professionals and developers with content relevant to them.
Includes the Following:
Social Media Management
Social marketing on Facebook, Instagram, Pinterest and other social networks allows you to engage directly with your social community on a daily basis. Green Dot recommends using content to inspire professionals, which will also be relevant to consumers, as design professionals are most likely to find value in following ALNO online to stay abreast of the latest trends and product offerings.
Includes the Following: