DermaGlove
Marketing & Consumer Insights Study
Prepared by Green Dot Advertising — September 30th, 2016
Objectives & Marketing Strategy
Determine the effectiveness of a variety of marketing messages and gather qualitative feedback about the DermaGlove line of products based on real-world consumer feedback and insights.
Marketing Strategy:
Taking a new line of products to market can be a daunting proposition. However, the more information that can be confirmed in regards to the product positioning, appeal, pricing, packaging design, smell, performance and marketing methodology, the more the process becomes a science, rather than a guessing game.
That’s the goal. The primary objective is to help DermaGlove identify the most powerful marketing messages, and gather as much information as possible about the products strengths and weaknesses before investing in a costly launch.
Green Dot proposes a/b testing these variables in the real world by running ad campaigns and driving traffic to actual landing pages where consumers can purchase the products. We can test up to three (3) different messaging concepts, for up to five (5) different products in the line-up. Other variables such as pricing can also be explored. The results of this test will provide insights into which message and product is most compelling and most likely to outperform in the market.
Next, we want to learn what consumers actually think of the products they purchased. We recommend reaching out to every customer that buys the product via email to invite them to participate in an online survey in return for a full refund the purchase price in exchange for providing their feedback and input. This way, we can gather qualitative information about the product’s smell, performance and gather valuable consumer insights as to why they bought, and what they like / don’t like and if they would buy again.
To better understand why consumers would NOT buy, and to gather feedback from those who are not sufficiently attracted to purchase, we also recommend monitoring up to 100 users via an online focus group. During this test, users that fit your target group are presented with the product on their computer screens and video taped and video taped via a web cam while the react to the packaging, the pitch and the pricing. You can watch these videos yourself once the survey is completed. This test will provide valuable information as to how to optimize the packaging, pitch and price points.
We recommend 3 months of marketing and at least 100 sales of each product for statistical relevance. At the conclusion of this process, we’ll submit a detailed report with insights, recommendations and conclusions.
Photography Services
Product Photography
Generate the photography assets needed to produce the ad campaigns and landing pages for DermaGlove.
Upon further deliberation, we feel we can execute this market test without shooting videos or commercials. However, quality product photography will be paramount. Omitting the production of a full blown commercial with actors, locations and live action will save a significant amount of money ($30k – $50k) and speed up the process significantly.
We’ll need to use some stock photography for lifestyle shots and close ups of body parts such as hands, legs and torsos for the lotions and sprays.
Photography Services:
Photography
- (1) Full day w/ Digital 22.5 Megapixel Canon 5D Mark III, L lenses & accessories
- Up to (45) color corrected and edited 22 megapixel images
Website Scope of Work
Website Development Scope of Work
Develop a website specifically designed to support the market test with a series of landing pages for each product aligned with the messaging for the different ad concepts being tested.
The goal is to test three (3) styles of messaging, for each of five (5) products. As a result, it will be necessary to create three (3) landing pages for each product for a total of fifteen(15) landing pages. Users will not be able to visit any pages other than the one they land on (for the ad they clicked). If they choose to buy the product, they will enter the checkout funnel.
To test pricing, once a certain number of sales have been achieved, pricing can be changed and the results can be compared against sales from previous weeks / months at a different price point.
The pages will feature a similar layout, and use different headlines and images to limit the number of variables being tested. Each page will be connected to the checkout system to allow the user to purchase the product.
These landing pages will be built on the WordPress platform, be mobile responsive and integrated with WooCommerce (shopping cart software) and a merchant payment platform to process the credit card transactions. Additionally, the landing pages will be integrated with MailChimp to capture the users email address and facilitate sending the survey to ask for feedback on the product.
Landing Page Content Outline
- Hand LotionMessaging #1
Messaging #2
Messaging #3
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Checkout page
Purchase confirmation screen
Purchase confirmation email - Body LotionMessaging #1
Messaging #2
Messaging #3
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Checkout page
Purchase confirmation screen
Purchase confirmation email - Body SprayMessaging #1
Messaging #2
Messaging #3
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Checkout page
Purchase confirmation screen
Purchase confirmation email - Surface SprayMessaging #1
Messaging #2
Messaging #3
---
Checkout page
Purchase confirmation screen
Purchase confirmation email - Mosquito RepellantMessaging #1
Messaging #2
Messaging #3
---
Checkout page
Purchase confirmation screen
Purchase confirmation email
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
- Setup WooCommerce
- Website setup on hosting account
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
Email Marketing
Email Marketing
Green Dot suggests email marketing to distribute the surveys about the products directly to the customer who purchased them. Using MailChimp is the easiest way to automate this process and ensure users receive the follow up emails in a timely manner (6-10 days after the product arrives).
Includes the Following:
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) custom email – survey offer
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign.
Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition. Further, publishing weekly blog articles will allow us to educate consumers that are casually interested over time.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
Includes the Following:
- (4) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Fresh, weekly branded social graphics
- Tracking and reporting on tagged links in posts
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
Custom Photography
Photography services include:
- Pre-Production Planning & Account Service
- (1) Full day product photography w/ Canon 5D Mark iii
- Pro lighting equipment
- Image import, editing and sorting
- Digital retouching and color correction for 45 images
$2,500
Landing Page Design & Development
The project includes the following services:
- Account Service
- Access to GD client portal
- Copywriting
- Visual concepts for landing page designs
- (2) rounds of revisions
- Website / landing page development
- Setup WordPress CMS
- Setup WooCommerce & merchant processing
- Setup of website on hosting account
$16,000
User Testing Project
Services include:
- Define audience profile
- Seed group of 100 that fit profile
- Write stimulus / list of what we want feedback on
- Manage user testing
- Analysis and final report
$10,500
Campaign Setup
One-time campaign setup fee includes:
- Tracking set up
- Google Analytics set up
- Retargeting banner ad design
- Update branding for social channels
- Seed blog with existing posts
- Tracking setup
- Setup MailChimp
- Write post-purchase survey questions
- Design and develop post-survey email and program triggers
$7,500
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social channels
- Page Management for Facebook & Instagram
- Advertising for Facebook & Instagram
- Retargeting ad management & creative
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$5,000 p/m
Suggested Monthly Media Spend
You set the budget
Social: $10,000 – $15,000 p/m
Retargeting: $500 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Manage MailChimp and track survey emails
- Tracking and analytics – email and blog
- Monthly performance report
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photography | $2,500 | |||||
| Website Design & Development | $8,000 | $8,000 | ||||
| Campaign Setup | $7,500 | |||||
| Digital Marketing | $5,000 | $5,000 | $5,000 | |||
| Content Services | $2,500 | $2,500 | $2,500 | |||
| User Testing | $5,000 | $5,500 | ||||
| Media Budget | $15,000 | $15,000 | $15,000 | |||
| Monthly Totals | $10,500 | $8,000 | $7,500 | $27,500 | $28,000 | $22,500 |
Social Advertising & Marketing
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 grow your followers and reach targets that are not already aware of your brand, but should be.
Green Dot will target your audience on a nationwide scale to drive traffic from a variety of different geographic areas with a broad demographic reach to help determine which audience segments response at the highest rates – and to which advertising messages.
Includes the Following:
Social Marketing
Social marketing on Facebook, Instagram, Twitter, LinkedIn, Pinterest and other social networks allows you to engage directly with your social community on a daily basis and help nurture those people still on the fence.
Includes the Following: