Elevator Pitch For both commercial and residential clients looking for fun, fresh and unique mid to high end range interiors furnishings. Sparkk is a digital textiles and wall covering manufacturer based in Sydney that specialise in the design and production of quality, sustainable, contemporary Australian-made furnishings. Unlike large generic fabric houses, Sparkk offers choice with a large design library, custom design and custom colouring options. International quality design with an Australian point of view.
Key Company Values Australian Made Bespoke/Custom Innovative Ethical Processes
Wholesale/Retail Models Sparkk operates on both trade and retail levels Currently using main website primarily for trade and more recently for retail sales of cushions!
Personas Interior Designers Architects Commercial Specifiers Furniture/homewares retailers End-users: homeware enthusiasts General; aged years, average yearly income $75,000, owns a 2-3 bedroom property, couple or family.
Customer Journey Awareness – Social Media, FB, Instagram, Twitter, Websites, Bloggers, Press, Direct Sales, Agents Consideration – Sign up/newsletter, Affiliate Sales (Temple and Webster) Discount s/Inspiration Conversion – Discount offers s/inspiration Loyalty – offers, updates, newsletter
Deliverables Increase brand awareness, build out our social media platforms Drive traffic to the Sparkk Shop website/Sparkk main website Increase conversions! Build a strong retail customer database Set up infrastructure of Digital Marketing department; calendars/tracking/budgeting/press and media records All done on a shoe-string!
Content Strategy Consistency of posts/blogs Emphasis on quality; photography/message Built around our values Social Media/Editorial Calendar Marketing Calendar
Social Media Campaign – Awareness Using Instagram/Facebook/Blog/Twitter Develop a clear look for the brand using our key values Contacting Press and Bloggers; submissions Boosts/Advertising FB Stylists picks sparkkshop Results so far: In 4 weeks, over 600 new followers on instagram, 300 likes on Facebook
Social Media Examples
Signatures/Website Banners
Influencers
Sparkkshop Website Launch What we did Social Media Posts blasts to existing database Consumer testing – basic Blog Submissions Press release – package including example of product and info Competitions
Facebook Paid Ads Used Boost function for Friends of Friends Results: On average reached per post, CPC: $0.17 – $0.33 Paid Ad; 7 days, 4 Ads, measuring Click-through to website Results: 5000 reached so far, 123 clicks, $0.27 CPC Over the week: 85+ new likes to page, significant increase in interaction, 10K+ post reach
Discounts/Promo
Tag Driven Promo/Competition
Results Over 300 Post Engagements across FB/Instagram Cost per $0.18 (FB only) Reach 6,000+ Total Spent $22.00 What we know: people like free stuff.
Blog Submission
Cross Marketing/Blog/Press
Sparkk Shop Example
Results 1792 Recipients 49.46% Opened 26.59% Clicked through
Example of newsletter sign up
Overall Results Over 6 weeks since launch; 12 orders, average spend $ trade sales including stockists, average spend $ sign ups to Newsletter
Collection Release -Jaisalmera What we did Social media posts blasts to database; including ‘Coming Soon’, VIP sneak Peak and full release Digital Presentation Press packages Agent/distributor packages
Examples – Social Media
Collection Release
Collection Release - VIP
Jaisalmera Digital Presentation
Recent Campaign: Collection Release VIP 100 recipients 65.93% opened 31.67% Clicked through BULK 1707 Recipients 48.7% Opened 18.01% Clicked through
Moving Forward Paid s - Twice monthly, Series of content, to both retail and trade. Testing: Click through to website, Split testing to VIP’s and whole database Facebook Ads Adwords, SEO Advertising on Blogger sites, banners Earned Blogs Stylists Press Continue to approach all the above with product/
Templates
Moving Forward - Owned Continue with efforts across social media Testing both websites for UX Stronger focus on Blog content Imagery/building out photography base of in-situ
Upcoming Event – Sparkk Website Launch of the new website; Instant Custom Colourization Online purchasing for trade and retail Moodboards Benefits to both our clients and to Sparkk
So…… Estimated ‘loose’ Budget of $1500 per month for the next year End Goals: Increase database, Increase Conversions! Ideas please…….. Help!