Question

Topic: E-Marketing

Advice - Digital M'keting Plan For Herbal Product

Posted by ritenb on 4/3/2009 at 2:39 AM ET 500 Points
Hi,

I am currently preparing a digital marketing plan for a Herbal Hair Colour product and am stuck for ideas.

My client is a leading personal care products manufacturer and has introduced this herbal product which does not include any chemicals and is safe to use as against any other hair dye in the market.

Their primary target is all adults (male,females) in late twenties to mid thirties.

my challenge - ive been asked to come up with unconventional digital ideas to target this audience. typically, in my sets of markets (metros, mini metros), my research says that my TA is not very active online on social networking sites. What works in my favour is that there is a strong mobile penetration in my market so i can use stuff like sms pushes to promote offers.

however the big challenge lies in what do i do online? i dont want to present a plain vanilla plan which has creative banner ads, search and a landing page to give info. so im currently battling my own thought!

my client is open to creative ideas provided it results into active engagement online. Can anybody help?

Thanks,

Riten

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RESPONSES

  • Posted by Linda Whitehead on 4/3/2009 at 10:08 AM Accepted
    You could look at running some sort of contest and using mobile messaging to drive the consumer online to register to win. Alternatively, you could look at some sort of free sampling and/or coupon campaign-also using mobile messaging to drive the audience online to register to get their free sample.
    Your audience may also connect with the Green movement-maybe get different "Green" organizations to endorse your product on their sites and forums. Or do an online cross-promotion with another non-competing company who offers herbal, non-chemical products.
  • Posted on 4/3/2009 at 4:55 PM Accepted
    If the big idea is to develop a creative digital marketing strategy and plan, then how you use the web page/landing page may not be as critical as you suggest.

    The real creativity will be in how you introduce the product via social media, how you engage your target audience, and how you get the buzz started without being too aggressive. The web page may simply be the payoff ... the place where interested folks go to learn more or get a trial offer of some kind.

    I wouldn't sweat the website nearly as much as the engagement piece. That's where your creativity will shine.
  • Posted by Jay Hamilton-Roth on 4/4/2009 at 11:07 AM Accepted
    Why not segment the audience: {Blondes, Redheads, etc.} who want to be {Blondes, Redheads, etc.}. Then the testimonials, copy, and images can better reflect the potential customer.

    Other ideas:
    * Allow people to post their own before/after color photos.
    * Provide color guidance for people who submit their own photos (maybe with a picture of them in their favorite clothing)
    * A survey of what people's perceptions are about Blondes, Redheads, etc.
  • Posted by Clive Fernandes on 4/5/2009 at 8:36 AM Accepted
    Dear Riten,

    I would like to expand on Greg's idea of an interactive application your TA can use. I'm thinking of something that allows the user to click a photo using his phone or web cam and your software automatically shows him how different colors available will look on him.

    Now make it easy for him to send that page to his friends with an option for them to rate the different colors and let him know which one would look best on him.

    Of course, you can then invite those friends to do the same too. If you make this fun and easy to use, it does have the potential to go viral within your segment.

    Hope this helps.

    Regards,
    Clive Fernandes
    Clive Fernandes Consulting
  • Posted by Harry Hallman on 4/6/2009 at 8:24 AM Accepted
    Riten, since you didn't describe your target or strategy, I beleive it is very difficult to give you good ideas. Instead, you might want to visit www.octanecorp.com/whitepapers where you will find 30 or so white papers on social media and online marketing. Perhaps they will help.
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