BUSINESS MODEL Ocean & Earth manufactures and sells the world s leading surf accessories and lifestyle products across 30 countries worldwide using the following channels; RETAIL PARTNERS INTERNATIONAL LICENSEE O&E BRICK AND MORTAR STORES ONLINE STORE
VALUE PROPOSITION Ocean and Earth surf accessories and lifestyle products have been tested and proven by the world s best surfers since 1979; offering the world s largest range of quality and innovative products for those people who are passionate about surf and travel.
BUSINESS CANVAS KEY PARTNERS International Licensees Retail Partners Suppliers Banks Government Big Commerce Software partners KEY ACTIVITIES Production Selling Distribution Marketing Accounts Receivable KEY RESOURCES VALUE PROPOSITIONS World s largest range of quality and innovative surf hardware Tested and proven by the world s best surfers since 1979 CUSTOMER RELATIONSHIPS Sales Reps Customer Service Social Media CHANNELS CUSTOMER SEGMENTS Surfer 35-44 male (30%) Surfer 25-34 male (25%) Surfer 45-55 male (20%) Surfer 18-24 male (10%) Sales Team Production/Design Team Distribution and warehousing Developers/IT Customer Service Online store Retail partners O&E Brick and Mortar stores International Licensee COST STRUCTURE Cost of goods Distribution costs Marketing costs Salaries/Commissions Bank loans REVENUE STREAMS Surf accessories Surf Fashion clothing Domestic and International sales 3 rd party production Royalties
CUSTOMER JOURNEY PRINT ATHELTES REVIEWS WORD OF MOUTH DISPLAY ADS BLOG ECOMMERCE STORE EMAIL FAQ SOCIAL NETWORKS Awarness Consideration Purchase Retention Advocacy SOCIAL EMAIL GOOGLE ADS PROMOTIONS GOOGLE SEARCH SOCIAL PAID NEWSLETTER
CUSTOMER PERSONA TIM THE CONSTRUCTION WORKER 35-44 year old male Finished secondary school (high school) Income of $60,000 Married with young family of two Works in the construction industry Thinks & Feels Worries about the mortgage Loves taking the kids to the beach Would love to surf more Needs a new wetsuit for winter as his current wetsuit has holes Hears Checks Facebook once a day on his mobile Watches his favorite surfers on WSL. Listens to friends who just got back from surf trip Say & Do Surfs twice a week Checks surf forecast when gets to work Loves to debate politics Friendly guy, looks after the younger kids at the beach See Lives in a 3 bedroom modest house Neighborhood is working class Best friends live close by House is always messy due to the kids
CUSTOMER PERSONA KALANI THE 1 ST YEAR GRAPHIC ARTIST 25-34 year old male Income of $40,000 Single looking for girlfriend Just starting his career after finishing university. Is in the Tech Industry Rents an apartment with friends Thinks & Feels Needs to start saving more money Has to take work more seriously Needs to party less on the weekend Wants a the best wetsuit on the market this winter Hears Checks Facebook and Instagram every hour on his phone Stabmag.com is his favorite website Loves debating best surfers with his mates on the couch Say & Do Surfs everyday if he can Buys 50% of his products online, usually through Google search Wants to keep his abs, so works out a lot Looking for a girlfriend See Lives in a shared apartment with his mates Gets the train to work but takes too long Neighborhood is run down but has some good bars
MARKETING OBJECTIVE Ocean and Earth s goal for the 1 st quarter (Jan-March 18) is to increase Australian website sessions to our recently launched new wetsuit range by 100% (MoM), in order to increase wetsuit revenue in Australia to $900.
2018 WETSUIT RANGE! Best Quality! Best Prices! World s Easiest Entry - Zipperless Wetsuit
KPIS AND METRICS! Increase sessions of wetsuit page to 340 per month! Increase conversion rate to 1.0% from wetsuit page! Increase wetsuit revenue to $900.00! Return on ad budget x 2! Budget = $450.00
LAST MONTHS KPIS 170 Sessions 0% Conversion Rate $0.00 Revenue SOURCE: Google Analytics December 12TH 2017 January 12th 2018
TACTICS FACEBOOK ADWORDS EMAIL 75% Of Customers Are Aged Between 25-55 95% Of Customers Visit Website Through Google 4000 Database With High Conversion Rate
TACTICS IN THE MARKETING FUNNEL FACEBOOK ADWORDS EMAIL AWARNESS $20 Budget CPM KPI CONSIDERATION $127 Budget CPC KPI $60 Budget CPC KPI PURCHASE $123 Budget CR% KPI $120 Budget CR% KPI $0 Budget CR% KPI RETENTION
AWARNESS FACEBOOK TEST A TEST B M 25-34 Wetsuit Surfing World surf league Mick Fanning Rip Curl $20 Budget $20 Budget M 35-44 Wetsuit Surfing World surf league Mick Fanning Rip Curl $4.00 CPM target $3.50 Cpm target 3 days
AWARNESS FACEBOOK RESULTS 4773 Impressions TEST A, 35-44 Optimization $4.19 CPM $0.19 over FAIL TEST A TEST B
CONSIDERATION FACEBOOK TEST A TEST B M 25-34 All website visitors Wetsuit page visits People engaged on FB Lookalike email $127 Budget M 35-44 All website visitors Wetsuit page visits People engaged on FB Lookalike email $0.60 CPC target 3 days
CONSIDERATION FACEBOOK RESULTS 121 Clicks TEST B, 35-44 Optimization $1.05 CPC $0.45 over FAIL TEST B TEST A
PURCHASE FACEBOOK TEST A TEST B M 25-34 Visited wetsuit page No purchase 90 days Add to cart no purchase $123 Budget M 35-44 Visited wetsuit page No purchase 90 days Add to cart no purchase 1.5% CR target 3 days
PURCHASE FACEBOOK RESULTS 0 CR% TEST B, 35-44 Optimization $0.85 CPC Incomplete Audience too small TEST A TEST B NOTE: Audience was too small to complete tactic. Only $17 was used of the $123 budget saving $106 on total budget.
CONSIDERATION ADWORDS TEST A TEST B Ocean and Earth wetsuits Wetsuits online Women s wetsuits Women s wetsuit sale Best wetsuits for surfing Wetsuit brands Wetsuit Wetsuit sale 25-44 Males $60 Budget $1.00 CPC target 3 days
CONSIDERATION ADWORDS RESULTS 56 Click TEST B $1.05 Optimization CPC $0.05 over CLOSE
PURCHASE ADWORDS TEST A TEST B Buy wetsuits Where to buy wetsuits Wetsuits sale online Wetsuit sale near me Wetsuit shop near me Buy wetsuits online Wetsuits clearance Where can I buy a wetsuit 25-44 Males Visited store last 90 days $120 Budget 1.5% CR target 3 days
PURCHASE ADWORDS RESULTS 0 CR% TEST A $1.59 Optimization CPC 1.5% off FAIL
PURCHASE EMAIL MARKETING SUBJECT LINE: DON T GET COLD THIS WINTER 30% Open Rate Target 5% CTR Target
PURCHASE EMAIL RESULTS 30.6 OR% 5.1 0.6% higher SUCCESS CTR% 0.1% higher SUCCESS
KPI RESULTS 449 SESSIONS 0.66 CR% $790 REVENUE 2.3 AD RETURN $344 COST 109 MORE 0.34% off $110 off 0.3 HIGHER $106 SAVED SUCCESS FAIL FAIL SUCCESS SUCCESS SOURCE: Google Analytics January 13TH 2018 February 11th 2018 NOTE: Google Analytics was not correctly set up for tracking Revenue. Revenue and CR% was tracked through big commerce. 3 wetsuit transactions were reported through the consideration stage.
OPTIMIZATION FACEBOOK ADWORDS EMAIL Better content Test more Audiences Bigger budget to get quality data and traffic Test more ad creatives and extensions Test more keywords and for longer period Bigger budget to get quality data and traffic Invest more budget into Adwords A/B test subject line Segment audience better Work on better email copy NOTE: FIX DIRECT REVENUE ATTRIBUTION IN GOOGLE ANALYTICS
Q&A Marketing Campaign by Phil Macdonald