Bringing a Brand to Life

Module 3 really did launch us into the deep end when it came to group collaboration, luckily I was placed in a fantatsic group and was surrounded by enthusiastic industry peers from the word go.

Our challenge…

To develop a marketing strategy for the launch of a new female beauty product – Kleur Tonacity – which drives awareness, evaluation, sales, and builds loyalty and advocacy.”

Sounds easy right? Think again, it was vital that we worked strongly together as a team, communicating on a regular basis and sharing our existing knowledge and ideas, helping us to curate and grow. Luckily, we had a little star in our group, Sophie Bibbs, who was super organised, helping us to all get together on a regular basis.

Module 3 encouraged me to pay more attention to customer segmentation and consumer journeys, getting to grips with the three different types of journeys:

  • Impulse
  • Research
  • Habitual

Understanding that something like grocery shopping is usually 66% habitual, 22% impulse and 12% research where as home electronic purchases are mainly research led. 68% research, 18% impulse and 14% habitual. This again is nothing new however I found it really beneficial being able to segment the journeys into three clear cuts, whilst learning what the driving force  behind these journeys could be:

  • Contacts/Touch Points
  • Consumer
  • Culture
  • Context/Need State
  • Category (impulse/habitual/research)

It is only after these journeys have been defined that we start to understand how consumers enter into the marketing/engagement funnel, something which digital has reshaped. There is now paid media, owned media and earned media, it is here that social media conversations make an appearance. Module three has highlighted how complicated the customer journey has got since the emergence of digital, it is no longer a funnel but a multi channel journey and the lines between online and offline are blurring.

Did you know that approximately 44% of people research online and buy offline?

Consumers want more and a new era of showrooming has emerged, digital presents us with the opportunity to check competitor pricing and reviews right there and then. It’s something that all savvy sales staff should have an eye for! This leads us right back to communication, in contemporary society communication strategies need to be inclusive of social media. If you are not social, there is a danger that you are invisible. Social media helps to install the five i’s into your online strategies:

  1. Identification
  2. Individualism
  3. Interaction
  4. Integration
  5. Integrity

This is what we tried to keep in mind throughout module three,striving to sell the service and not just the product. At the end of the day, consumers want relationships, and it is strong meaningful relationships that will get you noticed.

Here is a snapshot into the consumer journey we identified for our module three assignmentImage

We planned to create content that would inspire, entertain, educate and convince, whilst always creating a sense of exclusivity.

Overall module three really got the cogs ticking, it strongly encouraged team collaboration and thought curation.





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