“Last week we wrote about the first steps in online marketing for the new watch brand DR.W. Two good friends, both crazy about watches, found a new niche within the watch industry. With Messcherp Marketing I have given them advice on their online marketing strategy. In this two-part article an overview of the advice I have given, divided in 7 concrete steps. In the first part we discussed the first four steps: website, Facebook, Instagram and a content calendar. In this second part I will discuss step 5 till 7.
Stap 5: Install a Facebook pixel In the first part of this article I have already written about the advertising possibilities that Facebook has to offer. Probably the most interesting part about advertisement on Facebook, is the Facebook pixel. The Facebook pixel is a piece of code that you install on your website that collects information in the background about the visitors of your website. More specific: the visitors of your website that have a Facebook profile. You probably recognize the situation: you have searched for these cool red Nike sneakers on the website of Zalando. You have been to the product page, however you have not bought them yet for whatever reason. Afterwards, you visit Facebook and there they are again! The following days you will frequently see an ad where Zalando offers you those cool sneakers. This principal is called ‘retargeting’ and is the most effective and directed way of online advertisement. By using the previously mentioned pixel it is possible to do retargeting campaigns on Facebook.
There is another interesting characteristic of this pixel. Facebook offers the possibility to make a so called ‘look-a-like audience’. A ‘look-a-like audience’ is a group of Facebook users that is very similar to a previously defined target group. Facebook analyses all the traits of this target group (from demographics to interests and behavior) and makes some kind of average out of this and then looks for other Facebook users that seem to be similar. What you want is a ‘look-a-like audience’ of the people that are interested in your product. And which target group is (theoretically) most interested in your product? Right, visitors of your website. With help of your Facebook pixel you can collect this information. Probably unnecessary to mention is that the more visitors you have had, the more trustworthy your ‘look-a-like audience’ is.
Another big advantage of the Facebook pixel is that you can do conversion optimized advertisements with it. “What does that mean?” Well, let’s start with the beginning. A conversion is when somebody does a certain action that you have determined up-front. For example: somebody clicks on a link in a Facebook post and goes thereby to your website. DR.W. will sell a product, therefore we prefer a more solid conversion: somebody clicks on an advertisement, thereby enters the product page and subsequently buys a watch. By using the pixel Facebook knows if someone actually bought the watch. You are able to configure that the advertisement links to the product page and a conversion is when somebody gets to the thank you page (after paying). By making the conversion advertisement on Facebook, Facebook automatically makes sure that the advertisement is shown to people that are more likely to convert. Facebook does this based on their own information, making it a black box for us. When an advertisement gets enough conversion, these profiles are being used to target the right people in your previously defined target group. Talking about efficiency!
Step 6: E-mailmarketing Out of all online marketingtools, e-mailmarketing is still the most effective one with the highest ROI, in case used properly obviously. “But how can a digital newsletter have the highest ROI”? Well, e-mailmarketing is more than only sending out a newsletter. It enables one to provide the receiver with the right information at the right time in a personal way.
Just think about it: your business is about selling watches and from a potential client you know that i) he is a men, ii) his name is Tim and iii) he has his birthday on May 15. You can send him an email like this: “Dear Tim, because it’s your birthday today, we are delighted to give you a present. With the following promo code you can get a one-off discount of 10% when ordering our newest watch.” The beauty of this example is that you are able to fully automate it by means of ‘marketing automation’! As a company you only have to invest time in it once after which it will generate the relevant emails on a fully automated basis. Coolcat, a Dutch brand of clothes, was able to let its sales increase by a staggering 208% with only one such campaign.
In other words, it can be very interesting for DR.W. to use e-mailmarketing and that’s why I adviced them to make a MailChimp-account. This is a so called E-mail Service Provider (ESP), a programme that can be used to send mailings to a large group of e-mail addresses. The look and feel of these e-mails can be adjusted, making it a professional way of communication. MailChimp is free of charge up to a certain number of e-mails/receivers and it’s one of the few (if not the only one) that combines this with free of charge ‘marketing automation’. Of course it’s important to establish a strategy around the e-mailmarketing. For DR.W. this is providing as much information as possible about the process of designing and producing their watch in order to receive e-mail addresses of people that are interested. Only afterwards, when the Kickstarter campaign will be live, it can be used for commercial purposes.
Step 7: Set the customer journey The challenge around the marketing strategy of DR.W. is that there is no DR.W. watch yet. Currently they are working hard to finish the design and all related technical drawings. Only after this has been concluded prototypes of their newly designed watches can be made. Based on these prototypes they can further fine-tune the watch. When this is all set they will need to raise the funding for the production of the watch via a Kickstarter campaign. This will most likely take place in Q1 of 2018.
In order to get to a well thought through content planning for DR.W. we made an opposite customer journey. A customer journey is a summary or flow chart of the journey that a potential customer will need to take. From the moment that a potential client gets exposed to the product or brand until the moment that the purchase materialized and after sale takes place. But why did we do this? Via the customer journey you are able to get lots of insights in the needs and wishes of potential customers at every moment in the process. You can use this information to share the right information at the right time via the right channel.
The Kickstarter campaign will be the most important phase of DR.W.’s marketing campaign. The whole marketing strategy is organized to make this campaign a success. That’s why we made the customer journey in opposite direction and started with the important Kickstarter campaign. What are the highlights that we can share and what would be the best time to share these? Since the whole process of creating a watch exceeds a year it’s important to not lose the interest of the crowd. That’s why there should be a limited amount of time between these highlights, especially towards the Kickstarter campaign. Afterwards we looked at the messages that we want to bring across, when this should take place and via which channel. This is how we got to the content planning to bring the DR.W. watch to the market.
Interested in the DR.W. watch? Did you get curious about this new unique watch? Please keep a close eye at the websites and social media of both DR.W. and Messcherp Marketing. Once we go live with the Kickstarter campaign we will notify you!”
We hope that the tips and trick around online marketing in these two blogs where of value to you. Do you want to learn more about online marketing or want to get in touch with Marcel from Messcherp Marketing please have a look at the website and/or Facebookpage of Messcherp Marketing!
https://www.drwbrand.com/wp-content/uploads/2017/11/DR.W.-online-marketing-e1509988273443.jpg15002000DR.W.https://www.drwbrand.com/wp-content/uploads/2018/05/Logo-DR.W.-Left.pngDR.W.2017-08-16 19:08:342017-11-06 17:15:41DR.W. - In seven steps to online brand awareness - part 2
We are DR.W.: a new, innovative watch brand from Amsterdam. Our watch concept consists of a special feature: it is a wristwatch and pocket watch in one!