juratoys marketing strategy - proposal

Digital Marketing Strategy

Proposal for Juratoys

Katy Volo Sanchez

9/12/2013

Digital Marketing strategy

Goal2: Develop brand awareness/ e-reputation outside Europe

Goal3: Implement content marketing strategy

Goal1: Generate web presence

Goal4: Enhance customer & Business engagement

Overall goal:

Increase

Juratoys revenue

1. SEO* & online advertising

Goal: Generate more Web presence, consumer interest and increase sales opportunities Juratoys needs to ensure their products are being found in the search engine results and consumers know where to find their products. Organic SEO requires time to take effect . However, some actions can be taken in the next 3 months to develop a web presence focused on christmas sales. Targets • B2C Target: parents (40% of global purchase) grandparents (20% of global purchase) • B2B target: distributors – partners – shop owners - businesses (daycare, schools)

Why is it essential for Juratoys to have a SEO* plan? • Over 68% of total toy sales are influenced by the web • Google is the main channel for online purchases Christmas sales • Through November and December of this year, as much as $96 billion in total online sales is expected. More than half of all consumers will buy gifts online, and items like toys and games are popular presents • 60 % of Game /Toys sales occur between November and December

* SEO: Search Engine Optimization http://en.wikipedia.org/wiki/Search_engine_optimization

http://en.wikipedia.org/wiki/Search_engine_optimization

1. SEO & online advertising

Action plan • Increase sales generation from brand website (Janod Website: add links to online distributors

/ Redesign Kaloo website/preparation for potential Juratoys e-commerce platform). • Natural search engine results (e.g: Google, Bing). Optimization of Juratoys websites with on-

page and off-page SEO techniques , e-reputation, content creation, social media. Might request outsourcing for the most technical part.

• Sponsored search engine results (Google ads). First campaign focused on Christmas sales. • Social media advertising. (E.g: Facebook ads, Sponsored stories, etc.) First campaign focused

on Christmas sales.

Main Metrics. How to measure the SEO process? •Organic search traffic •Backlink diversity. •Social signals by social channel. •Number of unbranded keywords driving traffic. •Number of unbranded keywords driving conversions.






Overall goal:

Increase

Juratoys revenue

2. Brand awareness

Goal: Increase number of People who talk about Juratoys (Brands: Janod / Kaloo)

In Europe, Janod and Kaloo have already a strong brand awareness. In US where the company has just entered the market it will be essential to work on the same message branding.

Why is it essential for Juratoys to strenghten brand awareness in Europe and build brand awareness in US? • Business decision makers and customers are more likely to buy from a familiar company • Strong brand awareness leads to high sales and high market share.

2. Brand awareness

Action plan

Establish a Simple, Consistent Brand Message (E.g: [Janod] Quality design wood toys, [Kaloo] softest teddy bear)

Metrics. How to evaluate brand awareness? •Number of fans/followers on Twitter, FB, Pinterest •« talking about this » rating on FB •Google search ranking •Consumers reviews, awards •Mentions/editorials on Google Alert (Mom blogs, parent communities, forums) •Press coverage

Based on the brand messages: •Increase Social Media presence -Janod: FB, Twitter, Pinterest + create new pages You Tube, Google + -Kaloo: create FB, Twitter, You Tube, Pinterest, Google+ -Implement social media campaigns to gain fans (photo contest, quizz with awards, etc.) •Build brand loyalty, gain peer to peer recommendations (Develop relationships with Mom blogs, Parent communities, etc.). •PR: increase company visibility using stories (E.g: Awards communication – products launch – French company) •Manage brand reputation. (E.g: Partner with child organizations, etc)






Overall goal:

Increase

Juratoys revenue

3. Content Marketing

Goal: Develop valuable content to reach and engage with consumers & Businesses

Juratoys needs to allocate more ressources to content marketing. This will non only generate traffic to the company website but will also increase B2B leads, enhance Juratoys e-reputation, develop customer engagement and reinforce SEO results.

Why is it essential for Juratoys to develop a content marketing strategy? • B2B companies that blog generate 67% more leads per month than those who don’t*. (Social Media B2B) • 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council) • Interesting content is a top 3 reason people follow brands on social media. (Content+) • Blog give websites 97% more indexed links. (Content+)

http://www.google.com/url?q=http%3A%2F%2Fsocialmediab2b.com%2F2012%2F03%2Fb2b-social-media-leads-infographic%2F%3Futm_source%3DWebbiquity&sa=D&sntz=1&usg=AFQjCNH_pj8cjMNOWKhqqDHZKKJbcPt3Mw

http://www.customcontentcouncil.com/news/roper-finds-majority-consumers-value-custom-media

http://www.inboundwriter.com/content-marketing/infographic-the-anatomy-of-content-marketing-2/

http://www.inboundwriter.com/content-marketing/infographic-the-anatomy-of-content-marketing-2/

3. Content marketing

Action plan

• Provide valuable content for consumers and Businesses

- Create blog for consumers and businesses

- Develop editorial schedule for all social channels (E.g: tips for parents - masks /

color printables for kids / Birthday ideas (birthday cards/games), decoration ideas for Businesses).

- Involve employees and Businesses in the content creation process

• Create viral content to attract new customers, Business clients. (E.g: create Buzz with videos, blog,

social media campaigns).

• Links from other websites. Integrate content into other online platforms (E.g: Houzz for decoration).

• Use social media / content marketing with appropriate tags to improve search ranking (SEO)

Metrics. What are the key indicators of a successfull content marketing strategy?

•Website/blog traffic

•Number of views, download

•SEO ranking






Overall goal:

Increase

Juratoys revenue

4. Customer engagement

Goal: retain existing customers, turn consumers into brand advocates to reach new consumers /businesses.

By developing customer and Retailer engagement, Juratoys will drive more sales and boost the average revenue per customer.

Why is it essential for Juratoys to engage more with consumers and Businesses? •70 % of customer decisions are based on emotion •70 % of internet users are more likely to trust other internet users than brands voice. •The most effective methods for generating B2B sales leads are outbound marketing (telemarketing, virtual/remote sales), event marketing (tradeshows, webinars, and seminars), and online marketing (email newsletters, websites, search, and blogs), according to a recent report by InsideSales.com. •60% of B2B Decision Makers use Social Media

http://www.insidesales.com/insider/lead-generation/why-social-media-is-overrated-for-lead-generation/

http://www.insidesales.com/


B2C

• Entertain customers

- Social media conversations (entertaining content using images and videos, open questions)

- Create newsletter with valuable content

- Facebook campaigns for fans (photo contest, rewarding programs)

• Turn consumers into advocates

- Invite fans to share content / experience with the brand

- Crowd creativity: ask feedback for future products development

• Redirect consumers to official platforms

- Track, continue conversations on forums and redirect new audience to company website/blog/social media channels

Action plan

• B2B /B2C Customer service: reply to customers, businesses requests on social media and create articles on blog for recurring questions (create toys guides - SOS Doudou)

B2B only

• Enhance relationships with distributors

- Juratoys B2B Website : develop information, communication materials & data access for Distributors/boutiques

- Email / Newsletter: create B2B monthly newsletter with special events (coupons, special offers, etc.)

- Support trade shows efforts. Maximize communication (PR, social media, new materials)


Action plan

Metrics

-Number of likes, comments, impressions, shares on social media channels

-Number of participants to FB contest

-Better customer support service. Less time spent on individual requests and more time on customers satisfaction

-Newsletter open rate

Conclusion

« As the web becomes a more social and porous medium, remember that interaction and community are going to happen with or without your involvement. You can watch the conversation take place, or you can own and guide it . »

Adam Weinroth

Katy Volo Sanchez

[email protected]