Complete digital audit that includes the social media content, website and going forward strategy recommending the social media content and branding to enhance the brand and outshine the competitors.
2. WEBSITE RECOMMENDATIONS
• Homepage (MainTab) – Show products by category in place of ‘Shop’
• Homepage – Give ‘Buy’ option
• Give reviews option (leave reviews & read reviews) on the product page (inner page)
• Include short videos of products on product pages
• In the images, product should standout as in user shouldn’t over-shadow the product
• Run Promotions that are beneficial in the long run like build customer database (email ids)
• In Future – Run Combo offers
3. SOCIAL MEDIA AUDIT – FACEBOOK /TWITTER
• No engagement on the page – Likes,Comments, Shares
• Creative appears non-boostable
• 13K Page likes may be through Paid Ads (Through Page Like Campaign)
• Content is posted irregularly.That too only on Important days
• Link of other social media icons is missing
• No Campaign / Contest is seen
• No Cross platform promotion
4. ANALYSISOF CONTENT
• Doesn’t engage with customers
• Directionless – Wishing Days, poor quality of videos & selection of models etc.
• Content has no theme
• On Social Media – It is too sales oriented
6. GOING FORWARD – STEP 1
Define Company’sVision, Mission,About Us etc.
• Mission:
• What do we do?
• Whom do we serve?
• How do we serve them?
• Vision:
• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?
7. GOING FORWARD – STEP 2
• Establish the differentiating factor (What need is the brand fulfilling)
WHY IS BRANDING SO IMPORTANT ?
People have too many choices and too little time
Most offerings have similar quality and features
People tend to base their buying choices on trust
BRAND IS ABOUT BEING DIFFERENT
8. GOING FORWARD – STEP 3
• Give content a direction – Relate the brand with consumer lifestyle
• Concept of More Than Comfort (Full of Life & Energy - Joyful)
Comfort – Posture – Components of a Good Sleep – Diet for a Good Sleep
Not just Mattress but other products as well like bed sheet, pillow etc.
9. GOING FORWARD – STEP 4
• Create Content Buckets (Broad themes)
• Mattress
• Pillow
• Bed sheet
• Recommendations or Suggestions of Physicians
• DidYou Know
• Facts (Pertaining to Sleep)
• Solution of Lifestyle Disorders (SimpleTips)
• Tips for Home Decoration
• Ask an Expert
• Mascot (Character)
10. GOING FORWARD – STEP 5
• Increase brand awareness (initially – In the first phase)
• Campaigns / Contests
• Informative / EducationalContent from experts (Physicians or Physiotherapists)
• Influencer Marketing (Home décor experts – Interior designers etc.)
• Offline Activities like in Mall promotion,Societies etc.
• Souvenir at Doctor’s Clinic (Reminder)
• Paid Articles in Magazines & Newspapers (MediaCoverage)