Gronstedt Design - Pre-Campaign Strategy

Gronstedt Design - Pre-Campaign Strategy
Client Overview
Client Profile: Gronstedt Design [http://gronstedtdesign.com] is an online business that
specializes in creating high quality handmade Lapland bracelets. These bracelets are created
using reindeer leather, antler, and pewter following the guidelines of 400 year old Lapland
tradition. Lapland is the northern part of Nordic countries: Denmark, Sweden, Finland,
Iceland, and Norway. The bracelets have recently increased in popularity due to new
techniques, designs, and colors. They are relatively new to the US market, but have already
been endorsed by celebrities, such as Sheryl Crow, and featured in The New York Times, Elle,
Vogue, and Lucky Magazine.
Anita Gronstedt created gronstedtdesign.com in 2007. She operates the business from
her home in Boulder, Colorado. Ms. Gronstedt is the sole employee; she communicates with
customers, manages the website, and makes the jewelry. The website allows customers to
purchase pre-made and custom-designed bracelets. Apart from online sales, which average
$375 per week, Gronstedt Design also generates sales at fine arts and crafts fairs in the
Boulder, Colorado area.
Market Analysis: The high quality of the bracelets and the ability to be shipped nationally
allows Gronstedt Design to market directly to consumers all across the United States. Current
customers of the website are mostly women between 20 and 50. Offline customers are
visitors of fairs and marketplaces. Potential customers include Lucky Magazine readers,
where Gronstedt Design’s Saami Bracelet was featured in the February 2011 issue. As
Lapland bracelets continue to be mentioned in pop culture, the market is likely to expand
further to younger women.
Current competitors include online shops such as SwedArt and Etsy. Barney’s
Department store carries Swedish designers, with Lapland bracelets priced between $260 and
$430. Gronstedt Design holds a competitive advantage over Barney’s because it offers high
quality goods for a lower price, as well as personal customer service. According to Ms.
Gronstedt, there are no other Scandinavian artists living in the United States creating and
selling jewelry in the same manner as Gronstedt Design. However, as Lapland bracelets
increase in popularity, potential competitors are likely to enter the market.
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While the jewelry industry in the US is mature, the specific Lapland bracelet
industry is relatively new. The key characteristics of the Lapland bracelet industry are the use
of reindeer leather, antler, and pewter along with the Nordic tradition that artists follow to
create unique pieces of jewelry. The Lapland bracelet industry is very small, but growing,
with the majority of industry sales coming from small online dealers. The competition in
organic rankings is rather high among these online shops. According to Ms. Gronstedt, the
historical online spending for this industry is insignificant, resulting in minimal AdWords
competition. Our research shows that entering the search query “Lapland bracelets,” results in
only two PPC ads in Google. Gronstedt Design is positioned in the market with high quality
handmade products and excellent service, while maintaining an average price. The unique
selling point of Gronstedt Design is the ability to customize a bracelet by color, width, and
pattern. The reindeer bracelets have no certain seasonality, although historically, demand
increases during the holidays.
Current Marketing: Gronstedt Design does not currently employ any specific on- or offline
promotional activities, such as e-mail campaigns or offline advertising. The primary function
of the website is sales. Daily online business activities involve answering emails, uploading
information, and updating the website. Ms. Gronstedt’s number one priority is providing
excellent service to keep her customers satisfied. Gronstedt Design’s website received
positive feedback from customers on website design; it is easily navigated and informative. A
weakness in the website design is that important information is often below the fold,
requiring the user to scroll down to see the information. According to Google Analytics, the
website receives an average of 60 visits per week, with only 2.1% of visits coming from
search engines. The website is optimized for “Lapland bracelets” and comes up on the first
page in Google’s organic search results, usually in the fifth or sixth position. Fifteen separate
entities have provided outbound links to gronstedtdesign.com and the home page ranks 0 out
of 10 using Google PageRankTM.
Conclusion: Gronstedt Design has many opportunities to capitalize on the unique
advantages of Google AdWords because of minimal PPC competition and the ability to ship
nationally. Careful use of the $200 budget should allow our client to increase daily website
traffic. Highly targeted traffic can turn into a substantial increase in sales. As such, the
overarching goal of this online marketing strategy is to increase the amount of visitors to
gronstedtdesign.com.
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Proposed AdWords Strategy
The four campaigns and twelve Ad Groups will focus on the overall appeal of
Gronstedt Design’s unique custom designs and specific product lines. Campaigns will be
targeted nationally to increase Gronstedt Design’s sales across the country. The first
campaign, Pre-Made Bracelets Campaign, focuses on searchers looking for leather gifts or
jewelry. Individuals that want custom designed bracelets are targeted through the Custom
Bracelets Campaign. Searchers looking for the Saami Bracelet and Lucky Magazine readers
will be targeted using the Saami Bracelet Campaign. Finally, we have a Brand Campaign to
attract users searching for the Gronstedt brand. Table 1 demonstrates Ad Groups, example
keywords, and matching options. Table 2 shows AdWords ad text for two Ad Groups.
Campaign
Table 1 – Campaigns, Ad Groups, Example Keywords and Matching Options
Pre-Made Bracelets
Custom Bracelets
Saami Bracelet
Brand Campaign
Campaign
Campaign
Campaign
● Reindeer Leather
● 3rd wedding anniversary
leather gifts
Ad
● Leather Jewelry
Groups
● Leather Bracelet
● Leather Gifts
● Lapland Jewelry
Example
● [leather gifts for women]
Keywords and ● [unique leather gifts]
Matching
● “leather wedding gifts”
Options
● Custom Leather Gift
● 3rd custom wedding
anniversary leather
gifts
● Custom Leather
Bracelet
● Bracelet Designs
● “customer leather
bracelet”
● “made- to-order
bracelet”
● [custom leather
wristband]
● Saami
● Gronstedt Design
● “sami”
● [saami]
● “swedish saami
bracelet”
● Gronsted Design
● “Gronstedt Design”
● [Gronstet Design]
Table 2: Example Google AdWords Ads
Campaign: Pre-Made Bracelets
Campaign: Saami Bracelet Campaign
Ad Group: Reindeer
Ad Group: Saami
Search Query: reindeer bracelet
Search Query: saami bracelet
Unique Reindeer Bracelets
Beautiful Saami Bracelet
Visit Our Website Today To Buy
Your Favorite Reindeer Bracelet!
Unique, Handmade Saami Bracelet
Find Nordic Inspired Treasures Now!
gronstedtdesign.com/reindeer
gronstedtdesign.com/saami
The majority of the $200 budget will focus on the Pre-Made Bracelets Campaign, and
will drive traffic to the website’s pre-made bracelets landing page on which searchers can
view and purchase the pre-made products. Keywords in the Pre-Made Bracelets Campaign
have a higher cost-per-click (CPC), more competitive bidding, and therefore need to be
allotted a greater percentage of the budget. Currently, Ms. Gronstedt sells fewer custom
bracelets than pre-made bracelets; therefore, a smaller portion of the budget is allotted to the
Custom Bracelets Campaign. The Saami Bracelet and Brand Campaigns will utilize the
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lowest percentages of the budget since we expect fewer people searching for keywords
related to a specific product line or brand name. The allocation increase of the budget from
Week 1 to Week 3 reflects the need to test which campaigns and keywords are performing
better in Week 1, and devote more to those in the remaining weeks. Table 3 shows the
breakdown of the budget throughout the campaign window.
Table 3 – Proposed Budget by Campaign and Week
Pre-Made Bracelets Custom Bracelets
Campaign
Campaign
Saami Bracelet
Campaign
Brand
Campaign
Total by
Week
Week 1
$26.50
($3.78/day)
$15.50
($2.21/day)
$4.00
($0.57/day)
$4.00
($0.57/day)
$50
(25%)
Week 2
$33.92
($4.84/day)
$19.84
($2.83/day)
$5.12
($0.73/day)
$5.12
($0.73/day)
$65
(32.5%)
Week 3
$44.52
($6.36/day)
$26.04
($3.72/day)
$6.72
($0.96/day)
$6.72
($0.96/day)
$85
(42.5%)
$106
(53%)
$62
(31%)
$16
(8%)
$16
(8%)
$200.00
Total by Campaign
Due to the short time frame, ads will exclusively run on Google’s Search Network to
allow for a focused campaign. Target audience settings are not available because we are not
planning to use the Display Network. Several key AdWords tools will be utilized throughout
the campaign to ensure ads are served to the most relevant search queries. Ad Rotation
strategies include split testing of two variations of ads in each Ad Group. We will then
switch to the optimization ad rotation option to show the better performing ad more often.
The Keyword Generator will be used to create a well rounded list of highly relevant
keyword variations. We will also include negative keywords such as “-free”, “-collar”, and
“-for men” to ensure our ads are only visible to the most relevant searchers. The negative
keywords will be managed through the Campaign Negative Keywords Editor. The Traffic
Estimator will evaluate average cost-per-click (CPC) and determine which keywords will be
the most effective. In the early stages of the campaign, maximum CPCs will be set at $1.40
for the Pre-Made Bracelets Campaign, $1.00 for the Custom Bracelets Campaign, and $0.50
for the Saami Bracelet Campaign and Gronstedt Campaign. These limits will be used to
maintain an Ad Rank between 1 and 5. As the campaigns progress, adjustments will be made
based on performance and available budget.
In these nationally geotargeted campaigns, we expect a weekly average of 60 clicks,
10,000 impressions and a CTR of at least 1.5% across the entire Gronstedt Design account.
These performance metrics should allow our client to increase traffic and sales of her premade bracelets as well as build a client base for the custom bracelets.
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