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Lifemarque 2014 Marketing Strategy

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by

Chris Marsh

on 21 August 2014

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Transcript of Lifemarque 2014 Marketing Strategy

2014 Marketing Strategy
INTRODUCTION
Propose the Marketing Strategy for 2014
GROW RELATIONSHIPS WITH EXISTING CUSTOMERS - P1
- In Store
Our own POS
Branding on their fixtures
Window campaigns
Staff training
- Website
Branded areas
Social Media
- Workbook
Excel in customers workbooks - great photography, great product descriptions
- Promotions
Joint marketing activity
Data Capture

- Ensure we form partnerships with focused customers
BRAND AWARENESS - CONSUMER P2
Over arching strategy –
how we look at every touch point:

Online
Photo shoots
In store
Exhibitions

Product Marketing P3
Request Marketing Budget for 2014
Propose timeline of Marketing Activity
Marketing Strategy
Focus on three key priorities

PRIORITY 1

PRIORITY 2

PRIORITY 3
Work with sales agents on targeting key customers.
Utilise each customer's marketing function.
Wiggle P1
Promotion:
Bye thermal mug and receive a free thermal jacket

Bundle offers of survival products
Key retailer at strategic events

(P1) What’s New..?
Exhaust all elements of their marketing departments

Keep sales agents motivated – seasonal summits

Introduce national training position

Introduce staff loyalty program

Cotswold Outdoor P1
Advertising campaign with Adventure
travel magazine.

Support NEW store opening launches

Thermal mug campaign across all stores

Working on Exclusivity of product in store


John Lewis P1
Growing relationships with the team

Working on the website:
Logo placement
Search functions
video

consumer purchasing decisions

john lewis catalogue - increase in product

Mamas & Papas P1
Mamas & Papas Magalogue

Advert in at HOME Parenting magazine

meeting set up to work on marketing strategy moving forward

The Future…
Online
Website Development strategy

Website Marketing strategy

Social Media Strategy

Capturing Data and How we use this

ROI
Website Marketing
Photoshoots (p2)
Lifeventure & Lifesystems

Joint photoshoot in March & April

Link great shots with charity work

Taking something away and giving something back

Adventurers
Tighten up our adventurers

Introduce a more inclusive selection

Use them to OUR advantage

Ed Leigh - BBC Sports Presenter

Websites 2013
How far we have come in a year...
Where next...
Have all three sites selling direct to the consumer

A web platform that easily enables multi-lingual users and marketing

to create the perfect web experience
How do we do this?
Lifeventure.co.uk
Updated design

Updated content

More Traffic and interaction

LittleLife.co.uk
Lifesystems.co.uk
Updated design

Updated content

More Traffic and interaction

Designed with 2013 template

Brand new shopping cart built to enable ecommerce

Updated Content and Images
Bespoke backend
Create a backend cms system that will support multi-language interface.

Enables cross selling through the brands.

A system that easily enables new languages.
User Experience
User experience increases conversion

Creates higher returning visitors

Makes for higher ROI
Create a connected system
Build a front and back end interface that will fit for all three brands

Enable eccomerce in a safe and user friendly environment




The Solution.
What do we want to achieve through our digital channels?


Create Stories through social media using our video content and athletes

Engage with users via instagram and snapchat

Collect and analyse data to project 2015 marketing plans

Dedicated product social media to increase traffic to online shop

Testing brand cross selling
Raise online profile through digital brand awareness

Drive new consumers to the website

Generate DTC sales to the value of 70k by the end of 14/15 FY

Work towards long term goal of the online shop generating 10% of the overall turnover by the end of 16/17
Create Stories through social media using our video content and athletes

Engage with users via instagram and snapchat

Collect and analyse data to project 2015 marketing plans

Dedicated product social media to increase traffic to online shop

Testing brand cross selling
How are we going to achieve this?
Engage outside to agency

Understand who we want to talk to

Understand where they buy

Create our campaign

ROI
Target Customer
Primary: AB Mums aged 27-40 with kids aged 6m – 8yrs

Secondary:
Aspiring C1 Mums
ABC1 Mums with kids aged 0-6 months

We have engaged with agency JAYWING to look at LittleLife as an online brand and analyse what we have to do to reach our goals
How do these people engage online?
Smartphone penetration to hit 75% & Tablet to hit 50%
in the UK by end 2014

54% of smartphone owners us it to browse for products with 40%
going on to purchase

14m UK Females use Facebook every month – 71% every day – and 37% ask friends for recommendations

64% follow brands as a means to secure better discounts &
56% because they like the brand

74% of consumers rely on Social Networks
to guide their purchases
Our Campaign
Facebook Advertising through user channels

Search PPC

Soft Social re-marketing

Email Subscription


Hot Shoot
• Great location with world wide appeal – Zanzibar, follow on from the island theme

• Relevant for both LS and LV

• Links back into charity of giving something back to the local
community: LS – giving medical equipment to people in need; great PR story; returning with relevant images
Cold Shoot
• European Alps have European appeal

• Relevant for both LS & LV

• Good variation of video and photo shoot in one hit

LittleLife Shoot
• Combine Photo shoot and video shoot

• Two LL shoots for the year

• Focus on an activity a reason for gathering children – a teddy bear’s tea party – bring your favourite LL daysack…

ED LEIGH
SNOWBOARDER AND TV PRESENTER
15,000 followers on twitter

Ski sunday and redbull tv presenter

2012 london olympic commentator

2014 sochi winter olympic presenter
In Store – P2
Point of Sale

Re visit the whole point of sale range

Look at cheaper point of sale – overall

LittleLife tree; branding generally;product point of sale.

Lifesystems & Lifeventure on wall options, as opposed to Lifemarque units


EXHIBITIONS – P2
Continue to drive new business through exhibitions

OTS

K&J

Outdoor – Germany

Overarching Brand Strategy P2
Be the GO TO brand in-store

Create customer loyalty

Buy from us because of cross brand selling

Target our core consumer profile – through Events

Partner with D of E – LV & LS
Partner with Human Race LV & LS & LL
Partner with National Trust LL & LV

ENDURANCE LIFE – P2
Endurancelife, Trailblaze & Celtman Events
-Add on events:
Team building
Great brand exposure
Variety of events to suit our product marketing strategy

IMG EVENTS – P2
we could do a combination of the Blenheim Triathlon and the UK Challenge for £15,000 for the 2014 season.

This will give you access to over 7000 triathletes and 600 adventure racers / top corporates. I feel both the audiences would be relevant to your brands.

connecting our brand with our consumer

Duke Of Edinburgh Award Scheme P2
We are the brand of choice

Excel in this field – good target market

Youngsters with a future
Affluent parents

Work with their print and on line teams

Tough Mudder P2
a brief outline of our 2013 performance and our plans for 2014.

- 84,000 tickets sold (20% above target)
- 32,000 spectators on site (outstripping US spectator attendance % by streets!)
- Over 20 million views of our YouTube videos
- Over 400,000 UK Facebook fans (and over 1 billion impressions via Facebook ads)
- Over 200 million social impressions
- And most importantly an average Net Promotion Score from our Mudders of 75%, meaning that 3/4 of our Mudders love our brand enough to actively promote it to their networks.

Human Race P2
The Human Race community is highly engaged. Our race-communications (6 per event average, counting down – 6 month, 6 week, 3 week……) receive an average 65% open rate with sales communications an above industry avg of 25%.

As a group wide partner LifeVenture would receive circa 330 brand logo inclusions and partner link messaging per event year through our database communications alone. Human Race has an active social media community with a total of 14,144 Facebook fans and 13,536 Twitter followers; growing at an average rate of 150 fans and 100 followers per week.

The Human Race website is designed to cater for a large and diverse audience to easily find the information they require to support their participation journey, from event discovery to completion, receiving 90,000 unique visitors monthly and approximately 700,000 annually with an avg. visit duration of over 3 minutes.


Brand Awareness Trade P2
Perception of PR. We invent the stories; Skookum infiltrate them.

Introduce press events; building relationships with journalists – on the hill activity using our products

Introduce brand identity sell in sell through
- Brand book including guidelines
- Newsletter/clearance list


Lifemarque Events P2
It’s the same consumer...
- Son/daughter does DofE
- Dad wants to keep fit – events
- Mum goes to watch with son Billy
- They all chill out and go to the National Trust Gardens…

Internal motivation – it’s who we are, it’s what we do….
Trade involvement
Staff bonding– staff team
Grow sales with retail arm (wiggle at events or sell direct with van and gazebo)
Increase cross brand fertilisation
Cross branding at key events
Great brand exposure
Social media element

First Aid kits

Thermal blankets

Torches
- Glow markers/torches/head torches/

Elipse cookware range

Travel – Compact trek towel/wash
cell

Dri Store bags

Ranger child carrier

disney daysacks

reflective range

big daysacks
Product Marketing Conclusion P3
Concentrate on colour as a product marketing theme.

Events is the backbone for product marketing:
- Using all our brands at the events:
LL – Reflective & Toddler Daysacks
LS – Thermal blankets on every athelete
LV – Dry towels

Changes the image of Lifemarque


OTHER…
Content document/ copy writer)
- Each brand should have a product description of each product. Use for web/workbook/



TODAY
It is about a coherent marketing strategy
It will be top line to ensure we are on the right lines
If we agree - we can move forward, drill down to the next level of detail
We can focus on strategy per brand
PRIORITY 1



Grow relationships with existing customers

PRIORITY 2
PRIORITY 3
Concentrate on product Marketing within each of our three brands
Increase brand awareness at both consumer and trade level

Where do we want to take it?
Create Stories through social media using our video content and athletes

Engage with users via instagram and snapchat

Collect and analyse data to project 2015 marketing plans

Dedicated product social media to increase traffic to online shop

Testing brand cross selling
Raise online profile through digital brand awareness

Drive new consumers to the website

Generate DTC sales to the value of £100k by the end of 14/15 FY

Work towards long term goal of the online shop generating 10% of the overall turnover by the end of 16/17
Create Stories through social media using our video content and athletes

Engage with users via instagram and snapchat

Collect and analyse data to project 2015 marketing plans

Dedicated product social media to increase traffic to online shop

Testing brand cross selling
Full transcript