CURRENT
METRICS
Comparing to previous metrics:
GoogleTrends
IceRocket
As we can seen, campaign is starting to slowly die out. There is an evident decline in almost all statistical data.There are less mention, less hash-tags. However there is a more positive sentiment now than it was three weeks ago.
COMPANY’S
GEOGRAPHY
Using Alexa.com to analyze company’s website I
found some interesting and surprising statistics -website is 3.5 times more
popular in U.S. then it is in UK. However Google trends show that Real
Techniques search volume index in U.S. is 25, while in UK it’s 87. Do UK people buy Real Techniques products somewhere else? Do U.S. people go straight to the company's website? Unfortunately these questions I can't answer. Yet.
TARGET AUDIENCE,
DEMOGRAPHICS AND FEEDBACK
In their new product launch video on YouTube Sam and Nic claim that
Bold Metals is a premium brush line at higher price, and that is exactly what they
wanted to create. They also make a promise that their original brush line,
which is the best at its price range, is not going anywhere and will be added
with new brushes.
Real Techniques original brush line is known to be budget
friendly. Therefor the main target audience war a mix of teens,
students and then professionals or older ladies who have more low to average income. So there have been a gap in the market and Sam and
Nic exploited it.
Some people have been complaining about the fact
that Bold Metals brushes are too expensive for being drug store brushes, but
the fact is that they are not drug store make-up brushes, they are premium/high-end
brushes that are being sold in drugstores.
Higher price point is pretty much self-explanatory
as this line is specifically targeting a more professional, higher end
demographic. The brushes are priced higher for a reason – they are of a
better quality, they have weighted handles for better application, feature new sleek
design.
The problem is that people are used to the fact that Real
Techniques brushes are reasonably priced and suitable for everyone. So with new
Bold Metals line people were expecting the same price range.
It may be concluded that Real Techniques make-up
brushes – both originals and new Bold Metals – are targeting women (as seen
on snap shot) of all age and income level.
 |
| Alexa.com |
BRAND SWOT ANALYSIS
Strengths
|
Weaknesses
|
-
Experienced in beauty industry;
-
Good reputation among
web community;
-
High quality products;
-
Vegan/cruelty free make-up
brushes made of synthetic material Taklon;
-
Wide price range;
-
Product presence online including Amazon and in stores;
-
Instructional videos on
the products;
-
Friendly attitude to
customers/viewers.
|
- Poor marketing campaigns
in the rest of the world (besides UK and U.S.);
-
Lack of present on big
live beauty related events;
-
Very few collaborations
with other brands/YouTubers.
|
Opportunities
|
Threats
|
-
A lot of marketing ideas
and opportunities (as it is a rather new company and has its reliable audience);
-
Upcoming events can
widen the targeting audience.
|
-
Rather intense competition
in the market of beauty products;
-
A great number of new
brands appearing as the years go by;
-
Possible reduction in
sales in Russia effected by sanctions.
|
HOW CAN REAL
TECHNIQUES GET MORE POPULARITY AND CUSTOMERS IN U.S. AND GLOBAL MARKET?
Beauty Conventions
The fact that Real Techniques has already built up their
target audience doesn’t mean they can’t widen it. Empowering your customers
and fans on social media websites is great, but nothing can be better than real
life interactions (or both combined). "Bandwagon" effect plays a huge
role here as well! When people see something they are passionate about in real
life, whether it’s an object or a person or both, they experience unity with them
and a sense of belonging. Imagine seeing one of your favorite actors in real
life – you will probably scream with joy and when you will come back home you
would more likely want to watch a movie with this actor. In our case – get home
and buy some make-up brushes and tools. The same affect happens with our
beautiful ladies – San and Nic. People attending beauty conventions and events
are probably the most active buyers of beauty products, but at the same time –
the more critical ones. Luckily the Real Techniques products can stand fire (not
real fire though)!
In fact, Real Techniques holds its own events - #RTRoadshow
(Real Techniques Roadshow).
Company invites to attend the events where people
can meet Sam & Nic, shop Real Techniques brushes, and win great prizes. The
roadshow started in April 2014 and will end in April/May 2015. 17 events total
- 8 in U.S. and 9 in Europe. 4 events left – all of them in U.S. Next upcoming event
– contest, meet&great and high tea + consultation for the winner in
Chicago, IL.
 |
| the map shows pictures uploaded with #RTRoadshow |
Recommendations:
Although it’s good that Real Techniques is holding
its own events, but as of U.S. market it’s probably not very helpful. Instead the following could be a smart thing to do:
- Collaborate with other brands that are popular in the U.S.
- Attend big beauty events like BeautyCon
- Collaborate with other brands that are popular in the U.S.
- Attend big beauty events like BeautyCon
BeautyCon was opened to the public for the first
time in 2013. Unlike other trade show events it is catering to online
personality market, mostly teen-girls. Attendance has increased from a few
thousand attendees at BeautyCon LA 2013, to over 7,000 in 2014, with over 22
countries represented.
Should I mention that these kinds of real live
events have a huge impact on social media – vblogs, blog posts, Instagram
pictures, new hashtags, tweets etc. Speaking of YouTube, the number of vlogs and hauls from
BeautyCon grow correlatively with the growing number of attendees –7.7 million
views on YouTube in 2013 nearly doubled in 2014 with 15.5 million views.
There are eight upcoming cosmetic and beauty productsindustry trade fairs in U.S. this year, besides BeatyCon. This year BeautyCon
has already made it in Dallas, TX. Three upcoming events will take place in LA,
NY and London (!).
YouTube promotion
through collaborations and sponsored videos
Even though Real Techniques has a good presence on
YouTube platform it doesn’t mean that’s enough. There are some great marketing
steps that can be done via YouTube.
Recommendations:
- Collaborate with other YouTubers (tutorials etc.)
- Give out free products to beauty gurus to make reviews on
- Spread some discount coupons to the viewers
- Collaborate with other YouTubers (tutorials etc.)
- Give out free products to beauty gurus to make reviews on
- Spread some discount coupons to the viewers
YouTubers are really good at spreading word of
mouth as they have got some influence on people watching their videos. Some of the most popular beauty gurus have millions of subscribers. Both
big and small companies give away discount coupon codes on their products though
YouTubers. This is also a good idea for Real Techniques to try.
Search
Engines Promotion
Real Techniques appear in “natural” search results
for “make-up brushes”:
Google – 1 page
Bing–5 page
According to statistics, Google is the most used
search engine in UK, U.S. and the world in general. However statistics show
that Bing is quite popular in U.S. and it has more sponsored links appeared in
search results than Google.
Recommendations:
Considering doing promotions on Google or/and Bing might be
a good idea for the company.
Highlight vegan
factor
The fact that Real Techniques brushes are cruelty
free and therefor vegan may be appealing to a big part of world population. The
bristles of Real Techniques brushes are made of Taklon - synthetic material.
Taklon has many benefits: - cruelty free,
- more sanitary,
- provides better application of products.
Recommendations:
Emphasize the fact that their brushes are made out
of synthetic material and yet are as soft as if made out of real animal fur. Use it in campaigns.
