Prepared by Green Dot Advertising — October 22, 2021
The strategy involves two steps. First, create awareness and a following for Cherry Lash on social media consisting largely of salon owners and beauticians (but also consumers) capable of buying in bulk, or at least on a repeat basis. Quality video content featuring lash products, tips and insights, properly targeted – will drive followers at a low cost.
Step two focuses on introducing products to community of followers using social media posts, emails and retargeting banner ads – a much less costly way to market. The strategy calls for strong retention campaigns to drive repeat business and maximize LTV.
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Presenting a strong brand that prospects can relate to is a key factor for the success of any new venture, especially for a business in the beauty space that depends on virtual and digital interactions. Perception is reality. As a result the appearance and messaging a brand projects become its character and project its values. That means, build the best customer experience you can afford.
The project phase focuses on developing the new touch points and the ad creative to support the marketing campaigns. We start by designing and setting up the new online store and website. The focus will be on ease of use, especially for mobile – and on brand appeal. Next, we develop the ad creative. We may need to collaborate to generate the right content to drive clicks (before / afters, transformations, stage make-up, etc.). We also write, design and setup the retention touch points to nurture prospects over time – after the initial introduction to the brand – including email, banners, social posts, etc.
We recommend an integrated digital marketing campaign using social media platforms like Facebook and Instagram for the video ads, in combination with keyword driven search campaigns on Google to step in front of existing demand and generate sales from consumers as well as pros looking for product. Adding email drip campaigns, social media posts and retargeting display ads boosts brand awareness and drives repeat purchases.
Both tactics, search and social media advertising aim to drive prospects to landing pages or directly to the store, depending on the type of ad unit they clicked on. Once on the website, a combination of calls to action, special offers and purchasing options will aim to entice prospects to give Cherry Lash a try.
Adding marketing automation can improve the customer experience, boost conversion rates and lower costs. Using a marketing automation platform like Klaviyo, Green Dot can help lower acquisition costs by automatically triggering a series of follow up emails for anyone who orders online to ensure they become a repeat purchaser. Email can also be used to cross-sell other related products and / or get the customer to write a review. In addition, retargeting ads are displayed at major websites for a second and third opportunity to close the deal.
Staying top of mind and inspiring new product uses requires a dedicated and continuous content production effort. Showcasing new lash styles and application tips to inspire beauticians to follow on social media is key to building a dedicated audience of repeat customers. Other content such as blog posts, video snippets and posts featuring new products should also be part of the mix. This proposal includes content production to support all of these efforts. Everyone wins with a better customer service experience.
Video ad creative, as well as demonstration videos will play an important role in the success of the digital marketing campaigns and successful onboarding of new members. Creating a variety of content including an introduction to the various different lash styles, showcasing tips and application techniques and explaining the various price points.
Media to be supplied by client, or Green Dot can arrange for a video shoot on location.
Revamp and redesign the existing Cherry Lash website to segment traffic on the home page between consumers seeking to schedule an appointment and lash artists / salon owners looking to buy supplies. The website will retain the existing branding, but update the lash scheduling interface, as well as the retention tactics the site utilizes.
The website is quoted as a custom site built on the WordPress platform and includes integration with a WooCommerce webstore, so professionals looking to buy lashes can seamlessly transition to the store. The site also includes a content management system (CMS) to allow for content updates.
The website is designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
The Cherry Lash Pro Store is designed for professional lash artists to order the supplies they need from lashes to glues and implements. Green Dot will design and write the content for the informational pages of the store, including the home page and the franchise page. Green Dot will also design the product category template, and product page templates. However, the client will populate the store with product descriptions, photos and pricing.
This Cherry Lash store is a website quoted as a custom site built on the WooCommerce platform and includes a shopping cart and payment capabilities via PayPal and a merchant processor selected by the client. The site can also be setup to process subscription payments for memberships (versus linking to GO BOOKER – not included).
Video ads are placed on social media sites like Facebook, Instagram and possibly later on YouTube and TikTok 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%.
Using video ads with on-screen text and customer testimonials is extremely effective on social media. And because these ads can link directly to your landing pages, they do more than generate brand awareness – they generate sales!
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 Google product placement ads (PLA’s) as well as branded ads that cost less than your competitors are paying by optimizing each part of your campaign. Green Dot carefully tracks and reports on all clicks, page visits and leads generated from Google Ads.
Emails marketing is of key importance when dealing with prospects and patients digitally and remotely. Green Dot has experience with a wide array of email marketing platforms and recommends Klaviyo.
We recommend creating automated email drip workflows that nurture prospects towards making that initial trial purchase, while using other email workflows to ensure new customer re-order and try related products. Email automation can also be used to drive ratings and reviews for the platform.
Additionally, sending a monthly custom email, with seasonally relevant content is a great way to add a human touch and make sure that every prospect and customer hears from Cherry Lash on a regular basis. Green Dot handles everything – from writing to designing, blasting and tracking the email.
First Purchase Drip
On boarding Email Workflow
Cross Sell #1
Digital display ads are used to retarget all prospects who visited your website or landing page, but did not complete the desired action. These display ads will 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.
Engaging and original content is vital to the success of every advertising campaign. Proprietary content in the form animated gifs, memes and short video clips, as well as branded social media graphics engage visitors who are researching brands and evaluating the competition. Product demonstrations, testimonials and quick “how to” tips can go a long way towards convincing skeptical prospects to say yes. This content can take the form of social posts or more in depth blog posts.
This service provides clients with services including management of the content calendar, design and production of social media graphics on an ongoing basis, website updates and maintenance, 5 and 10 second video ad creative snippets for social media as well as ratings and review automation. In addition, this component includes (2) fresh, custom written blog articles complete with corresponding images each month.
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), Live campaign dashboards (campaign performance) as well as the website and accompanying store (sales performance).
Project includes:
$12,500
Project includes:
$7,500
Project includes:
$4,500
The project includes:
$3,800
One-time campaign setup fee includes:
$5,500
Includes the following:
3,500 p/m
You set the budget
Instagram: $3,000 – $5,500 p/m
Facebook: $3,000 – $5,500 p/m
Google: $3,500 – $5,500 p/m
Retargeting: $500 p/m
Includes the following:
$3,000 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Website - Cherry Lash | $4,500 | $3,000 | ||||
| Website Store | $4,000 | $4,000 | $4,000 | |||
| Video Production | $2,500 | $2,000 | ||||
| Drip Email Creative | $2,500 | $1,300 | ||||
| Campaign Setup | $5,500 | |||||
| Campaign Management | $3,500 | $3,500 | $3,500 | |||
| Content Management | $3,000 | $3,000 | $3,000 | |||
| Klaviyo - 5k | $350 | $350 | $350 | |||
| Monthly Totals | $8,500 | $12,000 | $12,800 | $6,850 | $6,850 | $6,850 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
Social Advertising & Management
Social Advertising
Placing ads on social channels is the best way to reach targets that are not already aware of your brand but should be. Social media is the most cost effective way to combine branding and to drive traffic directly to the website.
The strategy consists of generating awareness and engagement using Instagram and Facebook to target aestheticians and salon owners with Cherry Lash ads showcasing both the business opportunity as well as the products. Social media is also a great way to explain the benefits of adding a new revenue stream and showcasing the various lash styles.
Includes the Following:
Social Media Page Management
Social marketing on Facebook, Instagram and TikTok is a great way to nurture prospects who are lightly interested and not yet ready to buy. Posting daily to inform and inspire prospects with additional information about the value proposition, financing options and other benefits helps convince prospects about the benefits of Cherry Lash and why they should give it a try.
Includes the Following: