27/09/2022
Infomercial made for Lifeplace Retreat and Events Center..
Project background:
The client (Lifeplace) wants an engaging infomercial to promote their business.
We started by identifying their Customers Persona ~
1. What are their customers` goals or dreams.
2. What are their customer pain points or worries.
3. Demographics (Age range, job etc..)
4. Digital Behavior (Which platform they hang-out
5. Offline Behavior - Outside the digital world, where do they usually get information?
6. Customer Insight - In a perfect world, what do the customers think about a specific product/service.
When we figured these details out, we have now mapped the Customer Journey through a framework called ACARA.
A - Awareness
C - Consideration
A - Action
R - Retention
A - Advocate
These are stages that potential BUYERS go through. (Because people usually don't buy just at a single glance of the product)
After this, we decided which channel is best to execute our plan using another framework called P.O.E.G.L
P - Paid (FB Ads or Google Ads or Tiktok Ads)
O - Owned (Website)
E - Earned (User generated reviews like Weddings @ Work)
G - Granted (Review sites like Bride and Breakfast and Brideworthy)
L - Leased (Facebook, Instragram, Tiktok) - that's right! You don't own these platforms so if they decide to shutdown now, your business will suffer a lot.
So we went for Paid, Owned and Leased.
It is a good practice to focus just on 3 channels, than trying to be a master of all channels.
Now that we have figured this all out, here's what our ACARA framework looked like:
Awareness - We've setup Paid Ads for Awareness
Consideration - We've setup Messaging Objective to gather leads and try to drive them to our website to filter who will take action.
Action - They opt-in to our system by taking action to fill-up our Form, and from here we'll convert them into sales thru Email or call.
Retention - Email sequence from our system so we don't have to pay ads to retarget them.
Advocacy - We offer past clients to share their recent experience with us and send them over digital vouchers that they can give to their friends or family members.
You see..
There is no perfect or TEMPLATED digital marketing strategy suitable to any type of business. It's a matter of research and planning before executing any strategy. Along the way, we realign or recalibrate the strategy to make it efficient.
Digital Marketing doesn't guarantee immediate success for your business, but with the right data and information, your business will definitely thrive towards success one step at a time.
Just be patient and trust the process.
We at JFagela Digital will make sure to help your business thrive if you decide to work with us.
Digital. Simple. Effective
