Prioritizing Audiences for a Go-to-Market Strategy

When a leader in the UK’s luxury vinyl tile category wanted to enter the US market, they needed to know which audiences offered the biggest opportunity and which channels would most effectively reach those audiences.

The Ask

Karndean presented [B]RIGHT Brand Performance Group with a challenge: leverage their existing customer data to create prioritized audience segments and channel selection recommendations.

In other words, using only the brand’s existing data, we had to figure out which audience segments offered the greatest opportunity for sales and revenue and which channels would present the highest potential for engagement and conversions.

Our Solution

[B]RIGHT identified and prioritized US audience segments that over-indexed for online transactions. To do this, we analyzed purchase data from Karndean’s website, as well as open rates for the brand’s marketing emails, their website traffic data, social listening data, search data, and secondary category data.

Once we had created the prioritized list of audience segments, we used attributes such as channel preference, addressable population, reach, and frequency to determine a channel strategy for each of the audience segments.

Activation and Marketing

Armed with prioritized audience segments and channel strategies, we developed a messaging matrix that provided Karndean with a scalable, actionable editorial blueprint for consistent, relevant, and resonant communication with each audience by channel. The editorial blueprint also focused the brand’s priorities based on audience, theme, topic, and content format, with independent KPIs and KLIs to roll up to a multichannel learning plan. Britton Marketing & Design Group, our lifestyle branding partner, used these channel and messaging strategies to develop a refreshed look and feel for the brand.

Attribution and Reporting

At the core of our strategy for Karndean was identifying and then effectively and efficiently reaching audiences that represented the biggest opportunity for the brand. In order to track our progress toward this goal, we created a custom KPI: the Engaged Customer.

To build that KPI, we measured channel-specific efficacy by the following metrics:

• Revenue
• Audience segment
• Creative and messaging variation
• Content type
• Content format
• Product
• Engagement
• Ad objective
• Keyword

Performance and Impact

[B]RIGHT monitored the performance of this engagement in two phases: short-term results (six to 18 months) and long-term (18 to 36 months) measurable brand goals. These goals included:

• Introduce and elevate the brand voice and tone for the desired DTC audience
• Identify audience segments and their key influencers
• Identify and test the most effective mix and frequency of digital platforms
• Identify and test creative and messaging variation efficacy
• Increase engagement online, including email/blog followers, open rates, and retailer searches
• Increase share in a declining category
• Define the one-year, two-year, and five-year opportunities
• Identify more granular metrics and methods for measuring in-store sales

[B]RIGHT has since handed off the activation of our blueprint to Karndean’s internal marketing team, and we are waiting and watching to see how it performs and what we, and Karndean, learn along the way.