Digital strategy for warehouse brand.

1. Digital Strategy Friday, January 17, 2014
Construfácil
Digital Strategy
Category
Construcción y Home Improvement.
Mission
Brand mission statement.
Challenge
Position the brand as an integral solution among the construction industry and home
improvement.
THE BRAND
What is our real business? ”WE ARE IN THE HOME IMPROVEMENT BUSINESS”
Why do we exist? We exist to make construction easy.
What is our final aspiration? To make the home improvement process easy and fun again.
Who are our current customers?
- People who own houses, specifically Family People (women and men with children).
- Construction Specialists.
Business categories
Construction Repairs Decor
Highly influenced by Women
(trigger). Decision relies mostly
on Mens and economical status
Mostly influenced by Women
(trigger) Can be triggered by
Men. Decision relies mostly on
men.
Highly influenced by Women
(trigger). Decision relies on her,
or on Men, depending how
expensive.
Stores Locations
Quetzaltenango:
Awareness. Relation.
Mazatenango:
Awareness but no relation. (“It’s
too far away”)
Chiquimula:
No identification.
1 prepared by Delmy Alvarenga

2. Digital Strategy Friday, January 17, 2014
UNDERSTANDING THE CONSUMER
WOMEN MEN SPECIALISTS
“It’s not a HOUSE, It’s HOME”
“I can have the idea, but the final
execution depends on our financial
status, my husband has a saying
too”
Promotion channels are few and
limited.
The house the Women’s
EMOTIONAL domain.
Execution relies mostly on Mens
economical input.
Would expect a REFERAL SYSTEM,
advocacy.
Women are more suceptible to the
house’s interior NEEDS.
Men have to be INVOLVED in the
illusion and final result.
There is a SECURITY issue.
Extorsions affect the industry.
Remodelations START with Women
A SENSE OF WORTH must be
cultivated to the men’s perspective.
The house is HER space, her
surroundings and domain.
Men have to be REASSURED that it
is feasible economically speaking.
Women SEARCH for beauty and
comfort.
Women like to live in INSPIRING,
EXCITING places.
Women like to be at SATISFIED
where they are.
A house is a REFLECTION to a
woman’s personality.
“The house talks about me”
Women START the process.
Women SELECT materials. Men PAY for the assets.
Women CONTRACT sometimes, but
they dislike the task.
Men CONTRACT
There is one important step in the Home Improvement process:
The Specialist.
Women expectations: Efficiency,
Honesty, Organization & Neatness,
Quality.
Cost. Value for money.
CURRENT BRAND PERCEPTION
Not inviting.
Not stimulating.
So unnoticeable.
I had no idea they sell stuff I could
use for my job.
So not for me. Looks like a
warehouse, a mens place.
The inside is not that bad. It could
be better, a place to dream and play.
2 prepared by Delmy Alvarenga

3. Digital Strategy Friday, January 17, 2014
THE SHOPPING PROCESS
WOMEN MEN SPECIALISTS
Women decide the store based on
aesthetics.
Specialist influence on the store
selection. Advocacy.
Women/Men CHOOSES aesthetics
assests
Men Pays.
Women makes th BUDGET
Men decides and buys which
“construction” assets are needed.
Specialist decides and buys which
“construction” assets are needed.
Women are mostly involved with
DECORATION and PAINTING
decisions.
Men decides where to buy the
assets. Painting, construction and
repair materials.
Specialists BUYS and CHOOSES
store when it comes to specialized
jobs.
CHOOSES about aesthetics and
budgeting.
Chooses based on expenses. Influence about where to buy.
Women BASIC expectations towards
the store: Quality, Warranty, Price.
Men ECONOMIC expectations:
Prices, Discounts, Promotions or
Sales, Transportation.
Specialists RELATION with the store:
Promotion support, Training, B2B
relations, Advice, Products and tools
access.
Women’s DESIRABLES towards the
store: Attention, Environment,
Transportation.
Men VAS: Variety, Advice, Support,
Attention.
Specialists BENEFITS: Special
proces and discounts, Personal
relation codes, Coupons
redemptions, Support, Warranty.
Women’s DIFERENTIALS towards
the store: Variety (ability to chose
and play), Illusion (visual
inspiration), Advice (involvement).
Value to big, varied stores.
What type of advice do they seek:
Knowledge
The right attitude
Real involvement
“Stores that help me create, develop
and make my illusion real.”
“Stores that make me feel smart
about my investment”
“I don’t like wasting time. I prefer
stores that have it all.”
CHALLENGE: Create advocacy and
loyalty to the store.
3 prepared by Delmy Alvarenga

4. Digital Strategy Friday, January 17, 2014
THE BRIEF IN BRIEF
Business Goal Alcanzar el público objetivo NSE B/C+ en Guatemala.
Business Strategy Lanzar una plataforma digital para ventas y digitalizar las tiendas.
Business Challenge Posicionar a la marca dentro de los medios digitales como la solución
integral en la categoría de construcción y decoración.
Target Hombres y mujeres del NSE B/C+ en Guatemala
WHY DIGITAL?
Our mission Concentrar a nuestros diferentes targets C/D y B/C dentro de una misma
plataforma digital.
End Benefit “Somos una solución integral para las necesidades de construcción.”
Reason to believe Brindar un ambiente digital para: “descubrir” nuestro catálogo de productos de
forma interactiva, con herramientas que faciliten la compra tanto ald etalle como
al mayoreo.
Why digital? Porque es el canal abierto donde podemos alcanzar e impactar a una mayor
cantidad de extranjeros, para despertar la curiosidad, atraer la atención y
motivar la visita turistica.
Solicitud - Construir una plataforma digital integrando los medios propios, ganados y
pagados.
- Desarrollar una estrategia de comunicación digital integrada para dar a
conocer la oferta de productos y servicios de la marca.
- Desarrollo de una estrategia de medios pagados digitales.
WHO ARE WE TALKING TO?
¿A quién le
hablaremos?
A los Soñadores y Protectores: Tienen alto valor hacia la familia. Se preocupan
constantemente por ser mejores. Saben que su espacio personal es un reflejo
de quienes son, por lo que se preocupan de mantener un ambiente estable y
armonioso para ellos y los demás. El hogar es su principal lugar de descanso y
más que un refugio, puede llegar a ser un santuario.
¿Dónde está
nuestro target?
Radio 63.33% - 100 aff.
Periódicos 63.08% - 130 aff.
Internet 58.66% - 132 aff.
Cable 54.00% - 108 aff.
Revistas 39.62% - 125 aff.
¿Cómo es nuestro
target?
18-60 años, NSE ABC de la ciudad capital (68.73%) y Quetzaltenango
(11.01%). Hombres (46%45) y mujeres (53.55%). Casados (44.5%) o en unión
libre (41.19%). Son cabeza de familia (42.74%) y trabajan (53.45%). Son
profesionales (32.8%)
4 prepared by Delmy Alvarenga

5. Digital Strategy Friday, January 17, 2014
WHAT IS OUR DIGITAL ROLE?
Nuestra aspiración Ser el IKEA de las ferreterías en Guatemala.
Razones para creer Facilitamos el proceso de construcción y home improvement.
Nuestro rol “Your partner for your Home Improvement needs.”
Criterios a
transformar
¿Qué PERCEPCIÓN necesitamos construir / cambiar / REFORZAR?
“Más que una ferretería, mis socios para mejorar mi hogar.”
¿Qué CREENCIA necesitamos CONSTRUIR / cambiar / reforzar?
“El lugar donde encuentro lo que necesito.”
¿Qué HÁBITO necesitamos CONSTRUIR / cambiar / reforzar?
- Registros sitio web.
- Crecimiento en redes sociales.
¿Qué actitud
queremos despertar?
Interés.
¿Qué queremos que
sientan?
Surprise. Amazement. Delight.
¿Qué facilitaremos? Inspiración.
¿Cómo podemos
lograrlo?
- Permitiendo espacios para “soñar” y visualizar los proyectos de home
improvement.
- Descubriendo nuestro catálogo completo de productos.
- Facilitando tips e información útil para el desarrollo de proyectos del hogar.
¿Cómo sabremos que
ha funcionado?
- Social Media growth.
- Website visits.
- Social interaction.
5 prepared by Delmy Alvarenga

6. Digital Strategy Friday, January 17, 2014
STRATEGY
Objective Position Construfacil as your home improvement partner.
Issue The selection of a construction store is rational and it's the specialist who
ultimately decides where to buy the needed materials, since "they are the experts
and they know best".
Insight Nobody wants to be seen as a fool for things they don't know, that's why they ask
the specialists. If they recommend a place rather than another it's because they
know better, and besides, it it their job to optimize budget and processes. "Who
am I to contradict the experts?"
Challenge Empower them to get involved in ther own dreams.
I.O. Dreaming Smart. Building Smart.
BRAND CHARACTER
Propuesta #1
Arquetipo
The Magician.
Making things happen.
- Uses imagination and draws upon forces from above to make them real
- Clever, gifted and blessed with mysterious powers
- Evokes amazement
- Intuition and cleverness
- Makes the impossible happen
- Represents transformational products and services
- Create dynamic change by seeing things from different angles and
creativity
- Highly innovative and relates to very new and contemporary products
Propuesta #2
Arquetipo
Innocent.
Develop Faith.
- The more feminine
- Optimistic, innocent and pure
- Sees the good in life and people
- Sees the potential beauty of all things
- Spontanous
- Boundless optimistic
- Life does not need to be hard
- Appeal to nostalgia
- Taps into strong emotions
- Focused on purity and simplicity
- Goodness, morality, simplicity, nostalgia or childhood
- Truthful, honest and reliable
6 prepared by Delmy Alvarenga

7. Digital Strategy Friday, January 17, 2014
TACTICS
What actionable
tactics can we
perform to
achieve our
goals?
CONTENT STRATEGY
• Targeting and segmentation (female: emotion / male: rational)
• Content generation.
• Content distribution.
PAID MEDIA
• Performance
• Display
• Sponsored content.
CUSTOMER RELATIONS
• Website registrations
• Social media management
• Customer service.
MAIL MARKETING
• Mail campaings
• Follow-ups
• Couponing and special promotions
DIGITAL PR
• Sponsored content through identified influencers.
7 prepared by Delmy Alvarenga

8. Digital Strategy Friday, January 17, 2014
CONTENT STRATEGY
Content
Strategy
OUR APPROACH.
We will approach content creation it 3 ways:
1) Driving interest through our SHOWROOM, where users can dream, play, build
and save digital projects.
2) Driving consideration through our CATALOG, where users can discover and
elarn about our products, brands and offers.
3) Building relations through out MICROBLOGS, where users can learn tips and
improve their skills through DIY content.
CONTENT SEGMENTATION / TARGETING
Target is highly polarized. While women drivers are based on Emotion, Male drivers
are based on Reason. With an “umbrella” creative concept, messages can be
segmented to reach each target, based on demographics such as location and
genre using social media segmentation tools.
CREATIVE SOLUTIONS
Awareness PAID MEDIA
- Performace Google & Facebook
- Display
- Sponsored Content
Interest &
Consideration
CONTENT MARKETING
- Living Smart. Building Smart.
- For the Creative Living.
- Everyday Home Inspiration & Solutions.
- Everyday Home Solutions.
- Home Stories.
- House Anatomy.
Consideration UTILITIES
- Project Calculator
- Project List / Wishlists.
Referrals USER GENERATED CONTENT
- Social media content listening.
- Website user’s blog
Relations CUSTOMER SERVICE
- Social media management
- Website online help
- Purchase data base and support.
8 prepared by Delmy Alvarenga

9. Digital Strategy Friday, January 17, 2014
KPI
Social Media Engagement Rate
Tipos de interacción (positiva, negativa, neutra)
Procedencia de interacción (países)
UGC Participación de usuarios
Procedencia de participación
Tipo de contenido (positivo, negativo, neutro)
Formatos de contenidos (fotos, videos, comentarios, preguntas, otros)
LISTENING &
MONITORING
GuatePulse /
GuateAdvisors
Tipos de interacción (positiva, negativa, neutra)
Cantidad de respuestas brindadas
Websites con mayor interacción, menciones
Procedencia de interacción (países)
Medición cualitativa: tipo de comentarios, preguntas, etc…
WEBSITE
METRICS
Visitas mensuales
Tiempo promedio de visita
Páginas más visitadas
Procedencia de visitas (países)
Paid Media Impresiones
CTR
Website Traffic
Forms (?)
Apps Traffic
Apps downloads
9 prepared by Delmy Alvarenga

10. Digital Strategy Friday, January 17, 2014
CONTENT FORMATS
WEB SOCIAL
COMMER
CE
PUBLISH
ING
GAMING APPS
BROAD
CAST
GUERIL
LA
CRM PR
Web sites Facebook
Trading
Community
eBooks
Gaming
sites
Utilities
Live
Streaming
Flash
Mobs
Mailing Influencers
Brand Site Twitter Auctions Magazines
Social
Games
Entertainme
nt
Online
Radio
Viral
Videos
Newsletter
s
Ambassad
ors
Content
Site
YouTube Wallet Journals
Mobile
Games
Games
Webinars
Undercove
r
Referrals
Personal
Sites
Community
site
Foursquare
Web
Commerce
Newspaper MMOGs News Podcast
Experienti
al
Loyalty
eCommerc
e Site
Google +
mCommerc
e
PDF
In-Game
Ads
Productivity Webisode
s
Phising
Site
Forms
Landing
Pages
Instagram
Social
Commerce
Collab
Software
Advergame
s
Social
Networking
Interactive
Videos
BTL Polls
Syndication Pinterest
Pay-Per-
View
File
Sharing
Sweepstak
es
Lifestyle Viral
Videos
Couponing
Vine
Pay-Per-
Play
Blog Site Freebies
Mini
Series
Live chat
LinkedIn Fund Raise Forum Site Collecting Film
Tumblr Wikis
Informerci
als
Waze
Testimonial
s
News
Reviews
Ratings
Galleries
Content
Farm
Q&A Site
Petitions
10 prepared by Delmy Alvarenga