Rain Living USA Lina Yeh Agenda Rain Africa Our brand Marketing - PowerPoint PPT Presentation

Rain Living USA Lina Yeh

Agenda • Rain Africa • Our brand • Marketing strategy • Campaign development • Results • Recommendations

Welcome to Rain Africa…

Our Brand and Voice Elevator Pitch: For the conscious customer who is looking for healthy skin care products, Rain Africa personal care products are hand-made goods that provide the natural goodness of wild-harvested African ingredients to improve your skin. The Rain Africa brand is focused on the following values: • Created for living • An ethos of giving • World fair trade accredited • Beauty without cruelty

Rain Africa online

Business objectives As a small business based out of South Africa, Rain is looking to expand its North American footprint. To increase brand awareness, Rain should focus on the following Key Performance Indicators (KPIs): • Conversion rate – to understand customer engagement and focus on segments who are more likely to purchase from online • Traffic source – to track the ways customers arrive at rainliving.com and invest in the high-traffic sources • Average order value – to understand online customer buying behavior and trends and inform marketing decisions • # of site visits – to track impact of marketing decisions (e.g. advertisements, discounts) on daily site traffic • % of new customers vs. returning customers – helps understand effectiveness of rain branding and product quality

Facebook, Twitter, Instagram…oh my! Facebook Twitter Instagram Audience 5,439,177 261,288 365,645 Posts per Month 54 1,072 38 Posts per Day 1.74 34.5 1.3 Monthly 128,086 35,267 575,953 Engagement • Largest audience reach • Allows companies to connect • Highest monthly engagement, Analysis • Versatile platform for directly with customers 4.5x more than Facebook and • Highest # of posts companies to post pictures, 16.3x more than Twitter videos and text • Customers can advocate and • Respond to customer posts to • Post beautiful photos How can it help share their brand across their strengthen your online voice highlighting Rain Africa values Rain Africa? • Increase brand loyalty network and products • Customers can share via • Promote likes, shares and tweets/retweets followers Source: http://simplymeasured.com/blog/2014/10/08/3-social-media-tactics-from-the-top-50-retail-brands-in-the-u-s/

Let’s focus on Facebook • Rain Africa is proud of its brand and values, selling products with all-natural ingredients to treat and improve skin • In order to increase brand awareness, Rain Africa should focus primarily on Facebook, where it can reach a larger audience • Promote user engagement, customers can advocate and share their brand, leading to the holy grail of earned media • To improve brand awareness, Rain Africa should expand its Facebook marketing strategy US internet users spend the most time on Facebook compared to other social networks Source: http://www.emarketer.com/Article/Younger-Users-Spend-More-Daily-Time-on-Social-Networks/1011592

Can you spot the difference? These two ads were posted on a Monday around noon, with similar layouts and an equal budget of $5. Why did the ad on the right reach 2X more people?

Suggested ad enhancements Tip #1: Include the Rain Africa logo to promote the brand and make it more recognizable Tip #2: Place discounts or promotions directly on the ad to make it stand out in the newsfeed and draw users to click

Facebook ad proposal 1 2 Conscientious Carly Help Me! Heather • • Focuses on one product, the african Illustrates a variety of Rain body rain body butter creams/lotions to draw customers into • Conveys a sense of natural beauty exploring their product offerings • • Targeted towards customers who may May appeal to a larger, less engaged be environmentally or socially audience than the target audience aware/active and looking for products Rejected by Facebook that are chemical-free and fair-trade Exceeded 20% text limit! accredited.

Facebook campaign results Switched to Ad #2 • Duration: Friday, March 20 – Friday, March 27 • Total spent: $60.55 • Impressions: 12,365 • Cost-per-click: $0.47 • Click-through rate: .76%, almost 3X the consumer packaged goods industry rate (from Salesforce report) • users are more engaged, Rain Africa can garner more fans that are willing to advocate and share their brand, leading to the holy grail of earned media.

Recommendations • Implement google analytics • Focus on facebook campaigns • Maintain brand across social media channels • Promote brand and on-brand content Have you started living?