Digital plan, strategic objectives, timeline
TEALeaf’s strategic objectives include the following: raising brand, product awareness and reputation, as well as increasing sales revenue.
Primary media decisions & Secondary media decisions
Primary Media: Social Justification
1. Statista reports that FB has 23.6 mln users in Canada (1), which means 87% of Canadians use it. Fifty percent of users utilize this social media daily. 12.8 mln Canadians use Instagram, besides, according to Algonquin College(3), Canadians watch YouTube more than anyone in the world. Using these social platforms, we can reach a very large number of Canadians at a comparatively low cost (compared to traditional media).
2. Facebook and Instagram allow for purchasing goods without leaving the platform. (Convert)
3. Facebook, Instagram allow commenting on the ads and Targeting Friends using in the comments. Smart and engaging campaigns often generate interesting discussions and attention. And YouTube is the number one learning source for Canadians (4). (Engage)
All that makes social an ideal tool for reaching, engaging and converting a large number of customers.
Formats: Winter Reach Campaign. We are using a carousel and stories (FB and IG) and 30 sec skippable TrueView ads for YouTube. We want new customers to consider purchasing. Dates: 01/01 to 03/20 We choose the beginning of the year because of the specific features of our product: by many, tea is perceived as a winter drink. According to Google Trends, Canadians are looking to buy tea in January and especially in February. (Appendix 1)
Audiences: For the Reach campaign we will mostly use Geo-targeting (Canada), Age 16–65, People Interested in Fitness and Wellness, Food and Drink (Beverages), Hobbies and Activities: Fitness, wellness. We will be testing the creative and altering the targeting during the campaign depending on the performance.
Formats: Spring Convert Campaign 15% off we use dynamic product ads, collections for FB and IG, Instagram shopping, Unskippable 7-sec ads and remarketing for YouTube. The goal is to showcase the variety of our products and announce the promotion to the customers who have visited our site. Dates: 03/20 to 04/20 it is a four-week spring promotion.
Audiences: lookalike (not excluding followers) and remarketing. We are interested in showing the promotion to customers in a narrower zone of the funnel, who need only a little push to convert.
Format: Summer Engage Campaign we use video, stories, 30-sec skippable video (YouTube) because it is the most convenient form for a DIY video. Our videos will be teaching customers how to prepare cold tea and make tea cocktails. We rely on this format because well-made DIY videos tend to generate more comments, launch a discussion, and encourage sharing. Dates: 07/01 to 07/31 The beginning of the backyard barbecue season. According to Google trends, this season is the lowest in terms of tea shopping, so we need to maintain the traffic of our site during this period.
Audiences: lookalike (not excluding followers). We are interested in reminding our existing customers that tea is a summer drink too, and encouraging sharing their opinion on tea cocktails.
Support #1: Google Search Justification
Formats: Long-Term Campaign Dynamic Search Ads. Dynamically create and show ads for pages on your website without using keywords. Dynamic Search Ads deliver more clicks and conversions with less effort. As our primary goal for this support is conversion, this is why it was chosen.(15)
Dates: 01/01 to 07/31 This long-term campaign covers the whole media plan to ensure an even presence on search results
Audiences: Geo-targeting (Canada), people searching for tea on Google with keywords that match the website categories.
Support #2: Google Remarketing Justification
Formats: Google Display Network for Remarketing. Remarketing is one of the most powerful and cost-effective ways to generate sales. GDN is also one of the best advertising platforms for a remarketing campaign to gain access to more than 90% of Internet users and create hyper-targeted campaigns that bring valuable traffic back to your site to complete their part in the buying process. (16)
Dates: 01/01 to 07/31. This long-term campaign covers the whole media plan to ensure remarketing results during the whole period.
Audiences: Geo-targeting (Canada), people who have already visited the website but haven’t converted yet.
Support #3: Google Shopping Justification
Formats: Google Shopping. Google shopping is a rising trend in retail marketing that is hard to ignore. In fact, in 2018, Shopping ads made up 76.4% of all retail search ad spend in the U.S. These ads generate 65% of online retail clicks. On average, shopping ads generate 18% higher revenue per click than text ads on desktop.(17)
Dates: 3 different campaigns will be organized during the media plan period in order to help consideration and conversion.
Audiences: Geo-targeting (Canada), people searching for tea on Google with keywords that match the website categories.
Programmatic advertising will enable TEALeaf to more effectively analyze campaign inputs and user behavior so real-time campaign optimizations can be made and audiences that are most likely to convert are identified and targeted. Besides, it is less expensive, since programmatic technology creates efficiency by using machine learning to optimize campaign success, avoiding ineffective inventory.
Support #1: Spotify (a digital, cross-platform music streaming service) Justification
According to Statista, in total, there are 238 million Spotify users worldwide. While Spotify doesn’t break down its subscribers by region, North America is home to 28% of the service’s total users, and 30% of its premium subscribers. Besides, The Wall Street Journal reported that Spotify was stated to become the third-largest advertiser in the world, following the footsteps of Facebook and Google. While TEALeaf competitors use commercial radio in their media campaigns, we choose Spotify, since it is less expensive than traditional commercial radio, more popular and enables them to reach and target more relevant audiences wherever they are and at their convenience. Spotify ads with TEALeaf’s image, a headline, and a link to the landing page will promote on-platform content, as well as drive product awareness, experiences and boost sales.
Formats: Unskippable 15–20 second audio ads and video with TEALeaf logos and tea promotion and new recipes along with the page link, plus display—homepage banners and takeovers to raise brand and new product awareness and complete a purchase. We will use ads with direct calls-to-action because they have click-through rates that are ~3x higher than those with none. To increase engagement, we will ask the listener to do something, such as to tap on the banner to find a location. Moreover, we will be able to retarget people who have engaged with our ads, track our campaign, including clicks and cost and create successive ads to share an extended story to create more leads and buzz for the product.
Dates: The same period for 3 different campaigns as per social media mentioned above with the exception of the summer campaign, which will be longer.
Audiences: People from 16 to 40 years old (geographically based in Canada), all genders. This specific age group is the most frequent customer of TEALeaf and users of this music online platform as per Statista and Numerator. Moreover, interest targeting will enable TEALeaf to reach Spotify Free users based on their podcast, playlist and platform activities on topics like comedy, cooking and tech.
Support #2: Banners on Publishers’ Sites Justification
We have chosen Programmatic Banners as our secondary media because, first, even though the click rate is very low, banners are indispensable for generating and reinforcing brand awareness (Chaffey, 394). Second, programmatic allows very precise targeting (Chaffey, 395). Third, bidding happens in real time so the banners are being served in real time taking into account the location of the customer, the type of the device he or she is using, time of day, and other variables (Chaffey, 395).
Formats: images, rich media. We will use images for our Winter and Spring campaign because TEALeaf is known for impeccable taste when it comes to image creation; therefore we believe that a striking image is enough to grab the audience’s attention. We will be using rich media banners for our summer campaign because we want to demonstrate the process of cocktail making.
Dates: Will coincide with the dates of our primary media with the exception of the summer campaign, which will be longer.
Secondary Media: Organic Justification
Phase Name: OnSite SEO
Support #1: Google.com Justification
Dates: January to July
Audience: Health Conscious consumers
the performance benchmarks: organic traffic driven to website using SEMrush
It is important for a website to rank high on Google in the organic listings after a combination of keywords has been typed in. There are many factors that affect a website’s position on Google Search Engine Results Pages (SERP). Let’s start with On Site SEO. We will do 3 campaigns to work on OnSite SEO: Wellness Teas Page Site Speed, Wellness Teas internal linking, Wellness Teas Mobile Friendliness. Google penalizes a slow website and demotes it. Our first campaign will be to work on the Site speed. The first step is to head over to Google and click on Page Speed Insights and analyze the site speed for our wellness teas page. According to Google, this page has Slow Speed compared to other pages in the Chrome user experience, in the past 30 days.https://developers.google.com/speed/pagespeed/insights/?url=https%3A%2F%2Fwww.TEALeaf.com%2Fus_en%2Ftea%2Fwellness-teas%2F Next Step is to follow Google’s suggestions for our page to load faster. Our second campaign will be on internal linking. To rank high on search engines, it is important to link to other pages on your website. When clicked on a specific wellness tea, for example organic cold 911, it is important to link to a selection of other wellness teas a consumer may like:
Our 3rd campaign will be to work on our website and make sure it is mobile friendly. Nowadays, a lot of people search for products and shop online. Furthermore, if a website is mobile friendly it is ranked higher on search engines.
Phase Name: OffSite SEO
Support #2: Bing.com Justification
Dates: Jan to July
Audience: Health Conscious consumers the performance benchmarks: using SEMrush check all your backlinks using the Backlink Audit
Let’s move on to OffSite SEO. A very important factor in OffSite SEO is Back Links where another website is linking back to our website. It is always important to remember that it is not about quantity but the quality of your backlinks. Therefore, we must be careful doing the next 3 campaigns to get our backlinks. They must be popular, trustworthy and relevant to our website. We chose 3 ways to go about this: pay influencers to get backlinks, Press release on newswire to get backlinks and guest posting to get backlinks.
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- YouTube Stats, https://www.algonquincollege.com/ac-social-media/youtube-stats/
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- Amy Watson,” Spotify’s subscribers 2015–2019”, Statista, Nov 8, 2019
- Amy Watson, “Popular online music brands among young people 2019”, Statista, Aug 21, 2019
- Yoast SEO wordpress plug in
9. Alexandra Bruell, “Spotify Has Big Ambitions for Ad Business”, The Wall Street Journal
10. Canada Audio Day 2019: Understanding How People Listen Now, Spotify for Brands
11. “Dynamic Search Ads”, ThinkWithGoogle
12.“Your Pricing Guide to Google Remarketing Costs”, WebFx
13. Rask Ola,“Why Google Shopping Is The Secret Weapon You’ve Been Missing”, The Match2One Blog
14. Highlights & Insight Report, The CMO Survey, February 2019
https://cmosurvey.org/wp-content/uploads/sites/15/2019/02/The_CMO_Survey-Highlights-and_Insights_Report-Feb-2019-1.pdfSHERMAN. “6 Easy Ways to Use Facebook Marketing for Restaurants.” Digital Marketing Blog, 13 Oct. 2019, https://www.lyfemarketing.com/blog/facebook-marketing-for-restaurants/.
15. Norman, Amanda, et al. “Facebook Advertising Cost by Industry 2019.” Fit Small Business, 25 Nov. 2019, https://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/.