Magniflex
Brand & e-commerce Marketing
Prepared by Green Dot Advertising — July 3rd, 2019
Marketing Strategy & Brand Positioning
Support Magniflex dealers with digital marketing aimed at creating brand awareness. Separately, help market the Magniflex e-commerce site with social media ad campaigns, engaging digital content and influencer support.
Manage a segmented digital marketing campaign for Magniflex aimed at raising brand awareness while prioritizing geographic locations near retailers / dealers, and a geographically segmented campaign asking prospects to buy at the Magniflex e-commerce website.
The strategy aims to reach affluent consumers on their mobile devices using search engines, social media, ad retargeting and email campaigns to engage prospects with monthly promotions and motivate them to take action.
The online mattress market in the US is saturated and competitive. There are a variety of online only mattress brands offering 100 day in-home trials everywhere, and mattresses have high-end features like adjustable firmness and heating or cooling technologies.
To be successful, it takes a clear strategy that aims to target a specific market segment with a specific product that is perfectly suited for the target consumers to fit their needs. That positioning includes the price point, the product features, the guarantee (trial / ability to exchange) and in many cases it means also featuring a proprietary technology.
Green Dot will work with Magniflex to design and develop ad campaigns to support the e-commerce site for specific mattress models, and update the product pages on the Magniflex website to match the messaging of the ads (not included). Tailoring the product page to the ad campaign to create a “matching message” is important to achieving a high quality score with publishers, resulting in a lower cost per click and a higher conversion rate.
Green Dot will carefully track and analyze the results of each campaign and report results on a monthly basis.. Our primary objective is to optimize your campaigns to achieve the lowest cost, while establishing credibility and establishing Magniflex as a premium Italian mattress brand in the US market.
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 Branded Search
Google® Adwords – Branded Search
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
Advertising on Google with Adwords will ensure prospects searching for Magniflex or a Magniflex mattress by name find the Magniflex ecommerce website immediately. 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.
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
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
Emails can be used to nurture a lead or promote a specific product, service or event. When it comes to mattresses, consumers do extensive research prior to buying, so staying top of mind during that process is of key importance.
We recommend sending a monthly promotional email to past customers and prospects asking them to buy for other rooms, or to recommend friends.
Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ParDot, ActiveDemand and many more.
Includes the Following:
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- (1) eblast per month
- A/B testing of subject lines and content when applicable
- Tracking and reporting
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), ActiveDemand dashboards (real-time campaign performance, RavenTools (monthly reports) and Call Tracking dashboards (phone call lead tracking).
Green Dot also hosts monthly calls to review the results and recommend next steps.
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- ActiveDemand – email automation, phone call tracking
- Custom monthly marketing reports detailing results and recommendations
- 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
Campaign Setup – e-commerce
One-time campaign setup fee includes:
- Google Analytics set up
- Facebook targeting & ad setup
- Instagram targeting & ad setup
- Keyphrase research and new Adwords creative
- Retargeting banner ad design
- Setup ActiveDemand marketing automation software
- Ad tracking setup
$4,500
Digital Marketing Services – Combo
Your marketing services package includes:
- Instagram – brand ads
- Instagram – e-commerce ads
- Facebook – brand ads
- Facebook – e-commerce ads
- Google Adwords branded search ads
- Retargeting ads – brand
- Retargeting ads – e-commerce
- Surveys – up to 4 per year
- Ad tracking & analytics
- Access to the GD project portal
- Access to ActiveDemand 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.
$5,500 p/m
Suggested Monthly Media Spend
You set the budget
Google Adwords: $500 – $1,000 p/m
Facebook – brand: $2,500 – $3,000 p/m
Facebook – e-com: $1,500 – $3,000 p/m
Instagram – brand: $2,500 – $3,000 p/m
Instagram – e-com: $1,500 – $3,000 p/m
Retargeting Ads: $350 – $600 p/m
Content Marketing – Combo
Monthly content generation includes:
- Maintain monthly content calendar
- Page Management for Facebook
- Page Management for Instagram
- Monitor and respond to comments
- Facebook – Create (3) unique weekly social media posts
- Instagram – Create (3) unique weekly social media posts
- Write, design and code custom monthly promotional email
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$3,250 p/m
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Campaign Setup | $4,500 | |||||
| Digital Marketing | $5,500 | $5,500 | $5,500 | $5,500 | $5,500 | |
| Content Marketing | $3,250 | $3,250 | $3,250 | $3,250 | $3,250 | |
| LP Promo Updates | $300 | $300 | $300 | $300 | $300 | |
| ActiveDemand - 5k | $250 | $250 | $250 | $250 | $250 | $250 |
| Monthly Totals | $4,750 | $9,300 | $9,300 | $9,300 | $9,300 | $9,300 |
Social Advertising & Marketing
Social Advertising
Green Dot will manage ad campaigns on Facebook and Instagram aimed at creating brand awareness for Magniflex. A dedicated campaign will focus on marketing the Magniflex e-commerce website, along with specific mattress models and accessories.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand near the locations where Magniflex has retail stores. Additionally, social advertising will focus on growing your audience and driving traffic to the ecommerce site.
Includes the Following:
Social Page Management
Social media page management is recommended on Facebook and Instagram to engage directly with your social community on a daily basis and educate them about the benefits of the Magniflex mattress brand.
Includes the Following: