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!

Source: http://simplymeasured.com/blog/2014/10/08/3-social-media-tactics-from-the-top-50-retail-brands-in-the-u-s/

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 Engagement 128,086 35,267 575,953 Analysis

• Largest audience reach
• Versatile platform for

companies to post pictures, videos and text

• Allows companies to connect

directly with customers

• Highest # of posts
• Highest monthly engagement,

4.5x more than Facebook and 16.3x more than Twitter

How can it help Rain Africa?

• Customers can advocate and

share their brand across their network

• Respond to customer posts to

strengthen your online voice

• Increase brand loyalty
• Customers can share via

tweets/retweets

• Post beautiful photos

highlighting Rain Africa values and products

• Promote likes, shares and

followers

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

Source: http://www.emarketer.com/Article/Younger-Users-Spend-More-Daily-Time-on-Social-Networks/1011592

US internet users spend the most time

• n Facebook compared to other social networks

Can you spot the difference?

These two ads were posted on a Monday around noon, with similar layouts and an equal budget

• f $5. Why did the ad on the right reach 2X more people?

Suggested ad enhancements

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

Facebook ad proposal

Conscientious Carly

• Focuses on one product, the african

rain body butter

• Conveys a sense of natural beauty
• Targeted towards customers who may

be environmentally or socially aware/active and looking for products that are chemical-free and fair-trade accredited.

Help Me! Heather

• Illustrates a variety of Rain body

creams/lotions to draw customers into exploring their product offerings

• May appeal to a larger, less engaged

audience than the target audience

1 2

Rejected by Facebook Exceeded 20% text limit!

Facebook campaign results

• 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.

Switched to Ad #2

Recommendations

• Implement google analytics
• Focus on facebook campaigns
• Maintain brand across social media channels
• Promote brand and on-brand content

Have you started living?