Objectives & Marketing Strategy

Introduce the SafeDecisions brand to the US consumer using digital marketing campaigns to increase brand awareness and drive qualified traffic to the website to help generate sales.

Marketing Strategy:

As SafeDecisions is a new brand with little or no brand awareness in the marketplace, defining the brand’s values with consumers is a key objective. SafeDecisions is more than just a product, it’s a disruptive concept that is likely to revolutionize the way consumers utilize their safes, fostering peace of mind and less stress about how we store and access our valuables.

Initially, the focus will be on building the brand touch points needed to begin marketing the product online. Green Dot will design and develop a first-class website that both both tells the story about the product as well as the brand, and allows consumers to purchase directly from the manufacturer online. The site will feature a section explaining the benefits of the SafeDecisions product line complete with explanatory videos and customer testimonials. The store will feature 8 product lines with a total of 29 SKUs.

Green Dot will design and launch a digital marketing campaign to promote the product line and drive traffic directly to the website. Using search marketing and social media marketing tactics, the goal is to target consumers between the ages of 30 and 60, or anyone searching for “electronic safes” and related keywords.

Consumers that visit the site but don’t buy will be automatically retargeted with display ads that “f0llow” them around the internet from site to site giving SafeDecisions a second and third “at bat” with consumers that showed enough interest to click on a paid pad. Consumers that begin the checkout process but don’t complete the purchase will be subscribed to an email drip campaign consisting of 5 messages urging them to complete the purchase.

Consumers who buy will also be subscribed to an email drip campaign consisting of 5 messages designed to teach them how to setup and begin using the product. At the conclusion of the drip campaign they will receive a satisfaction survey. If they rate their experience as 7 out of 1o or higher they will automatically receive an email asking them for an online rating and review. If they score 6 or lower, SafeDecisions will receive a notification to reach out to the customer to resolve their issue with the purchase experience.

Green Dot carefully tracks the results of the campaigns. Through diligent analysis and ongoing optimization we fine tune your marketing campaigns for optimal results. We generate fresh content on a monthly basis in the form of sharable social graphics and informative blog posts to nurture your followers on social media and prompt them to buy or refer their friends.

Projections:
The media budget for this proposal is based on an objective to sell 10,000 units in year one, at an average price of $600 per unit, or $6,000,000 in revenue. The projected maximum advertising and marketing cost is $100 per sale, with a target of $50 per sale. As a result, the total monthly advertising budget to sell 10,000 units is $1,000,000.