Prepared by Green Dot Advertising — January 12th, 2021
The simplest and most logical way to position the Performacide product portfolio is as a disinfectant and deodorizer with three distinct formulations for the primary end-use markets including Professional use (Commercial), the Veterinary / Pet market (safe for animals) and for the Healthcare market (Doctors Offices, Ambulances, Clinics). We highly recommend renaming and relabeling Performacide to create a cohesive, branded product line for the three (3) product variations. Launching the ad campaigns with a disjointed product architecture will create confusion and thereby increase the cost to acquire each customer.
Phase 1 focuses on developing the new touch points and ad creative for the Performacide campaigns. The new website will be designed with a mobile first approach and support direct sales, subscription sales, and allow users to buy at their favorite retailers like Amazon or Walmart. Three distinct landing pages for each product variation will be created to segment and retarget visitors more effectively via display ads, email drips and on social media. Ad creative will include video ads, display ads for retargeting, social media ads and social media posts to create awareness and drive traffic directly to the Performacide website.
We recommend an integrated digital marketing campaign using social media platforms like Facebook, Instagram and YouTube for the video ads, supported by regular posts featuring product demonstrations. Using keyword driven search campaigns on Google and on Amazon is a great way to step in front of existing demand and generate sales from prosumers who are already comfortable using disinfectants they have to mix themselves. Adding email drip campaigns, social media posts and retargeting display ads boosts brand awareness and drives repeat visits to the website.
Both tactics, search and social media aim to drive prospects to landing pages featuring images and messaging for the market they identify with most closely. Once on the website, a combination of calls to action, special offers and purchasing options will aim to entice prospects to try the product and place their order.
Adding marketing automation can improve the customer experience, boost conversion rates and lower costs. Using a marketing automation platform like SharpSpring, Green Dot can help lower acquisition costs by automatically triggering a series of follow up emails for anyone who downloaded a discount or rebate coupon but hasn’t bought the product yet. Email can also be used to remind customers to reorder and / or write a review. In addition, retargeting ads are displayed at major websites like ESPN, CNN, and Fox News 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. Showing customers how to mix and use the product, as well as inspiring them with new ways to use the product is easy to do with social media, blog posts, video snippets and automated email marketing. This proposal includes content production to support all of these efforts. Everyone wins with a better customer service experience.
A product has to be relevant, relatable and its intended use and primary benefit has to be clear and obvious. Avoiding confusion is the primary objective of renaming and relabeling the Performacide product family. Continuing to use the existing product architecture with the new proposed strategy will unnecessarily increase marketing costs due to lower conversion rates and a higher cost per click resulting from confusion on behalf of the target buyer.
Proposed Product Nomenclature
Presenting and organized product lineup that is clear, simple and easy to understand will be well worth the effort. If time is of the essence, it is possible to launch with the existing product while the new system is being designed and implemented, and then update the ad creative and website landing pages and email workflows.
The website is quoted as a custom site built on the WordPress or Shopify platform and includes a content management system (CMS) to allow for product and content updates. The site features segmented landing pages specific to each product variation and the corresponding target cohort.
The website is designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Video ad creative will play an important role in the success of the digital marketing campaigns for Performacide. The client will supply a mix of stock and custom shot footage to Green Dot to produce ad creative to support the digital marketing campaigns on Facebook, Instagram and YouTube. As a result, a variety of formats and orientations will be required.
A full length infomercial style video, with a unique intro for each product variation is the ideal product introduction, but would likely to be watched in its entirety only on YouTube and on the Performacide website. For social media ad creative, as well as for YouTube ads shorter formats are also required.
Video ads are 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%.
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 Adwords.
Emails marketing is of key importance when the sales cycle is extended and staying top-of-mind is the goal. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms and recommends Klaviyo for Performacide.
We recommend creating automated email drip workflows that nurture prospects towards a purchase and then begin the process of cross-selling subscriptions and re-ordering. Email automation can also be used to drive ratings and reviews for the products.
Workflows will include coupons and rebates on the front-end, and subscription discounts, reordering reminders and product rating and review requests.
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 segmented by product type (3 sets of creative) and 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.
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 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.
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).
Services include:
$4,500
Services include:
$19,500
The project includes:
$16,500
The project includes:
$4,500
One-time campaign setup fee includes:
$5,500
Includes the following:
$4,000 p/m
You set the budget
Instagram: $5,000 – $7,500 p/m
Facebook: $5,000 – $7,500 p/m
Google: $3,500 – $9,500 p/m
YouTube: $2,000 – $5,000 p/m
Retargeting: $500 p/m
Includes the following:
$3,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Repositioning | $2,500 | $2,000 | ||||
| Video Production | $7,500 | $7,500 | $4,500 | |||
| Website Development | $5,500 | $5,500 | $5,500 | |||
| Drip Email Creative | $2,000 | $2,500 | ||||
| Campaign Setup | $5,500 | |||||
| Campaign Management | $4,000 | $4,000 | $4,000 | |||
| Content Management | $3,500 | $3,500 | $3,500 | |||
| Klaviyo - 10k | $150 | $150 | $150 | |||
| Monthly Totals | $15,500 | $15,000 | $17,500 | $10,150 | $7,650 | $7,650 |
Thank you for hiring Green Dot to help you make an impact and help you achieve your advertising and marketing objectives. My team and I aim to deliver quality work that gets noticed, on time and on budget. We look forward to working together and exceeding your expectations. Please don’t hesitate to call me directly for any reason.
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Social Advertising & Management
Social Advertising
Advertising on social media allows you to laser target the cohorts for each product group. 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 using Instagram and Facebook to target prosumers working in healthcare, restaurants, offices, veterinarians, schools and more with information about the benefits of using Performacide. Social media is also a great way to explain how the product works, why it’s safer and how to use it properly.
Includes the Following:
Social Media Page Management
Social marketing on Facebook and Instagram allows you to engage directly with your social community on a daily basis. Posting daily to nurture prospects with additional information about the quality of work, financing options and other benefits helps educate prospects about the benefits of Performacide and how to use it.
Includes the Following: