MARKET PENETRATION PLAN + CUSTOMER EXPERIENCE VISUALIZATION
Building a brand that will evolve at the speed of culture
ABOUT NEON Neon is a retail & lifestyle brand that creates innovative, must-have every day fashion products that builds deep, personal connections with its customers and also deliver an integrated marketplace with compelling retail prices. Our products connect with people's inner self while evoking experiences that inspire individuality & adventure.
For us; no shortcuts when it comes to standards. The result? Good-quality wardrobe essentials at everyday disruptive prices, and we put it all together in a shopping experience that is
beautifully uncomplicated, because we believe shopping should be a simple pleasure.
Our goal isn't to get you ready for the runway, it's
to get you out of your door happy and full of selfconďŹ dence.
UNDERSTANDING OUR BRAND & AUDIENCE
BRAND MISSION
BRAND VALUES
Our mission is to provide the best quality products at the best possible price that changes lives, whilst establishing a personal engagement with our target audience.
Fun + Freedom + Creative Quality + Personal + Cool Sassy + Simple + Engaging Expression + Culture
ESSENTIALS . QUALITY . HONEST PRICING
Target Audience
QUALITY Good quality,
affordable products
FUN
Adventurous & Cool User
Experience
ENGAGING Interesting Social & good User Experience
BRAND PROMISE
19 year old student, cool and adventurous.
29 year old, entrepreneur, always on the edge.
23 year old, social media in uencer
26 year old, trendy, likes music and loves meeting people.
35 year old socialite with a classy social circle
40 year old, travels a lot, always ready for a conquest.
MARKET PENETRATION PLAN
Start the #neonlife online magazine blog.
Extend blog content to
social media platforms
Create and Post engaging
Engage target audience to
audience.
/subscribers base on all
content for target
Generate some contents
Identify & engage social media influencers that relates to our brand
Increase follower
Identify our early adopters
platforms
evangelists
and turn them to
from existing influencers
Start production on the
Organize a mini #neonlife
Identify and utilize best
Launch a major
first sets of Enthrals
production process Design the Enthral
event / Neon Ltd. Launch
experiential campaign for the online mag
packaging
2 - 3 Months [Oct - Nov/Dec 2016] Initiate the SAVE THAT MONEY MUSIC VIDEO campaign.
Update campaign &
engage target audience
through #neonlife blog & across all social media platforms.
Launch the Enthral Landing Page
Product showcase,
description and sale booking
Constant analysis of metrics on traffic &
engagement on Web & SM
Give Free Enthrals to
influencers, evangelist, and PR platforms.
Every free Enthral must bring ROI
Initiate the MISSING WALLET
Launch the main Neon
Direct campaign traffic to
Brand exposure, Product
and convert leads to sales
engagement platform
campaign.
Enthral LP. Track traction
Announce Enthral release date [Must be 15-30days
after campaign] 3 Months [Dec/Jan - Mar/Apr 2017]
website [neon.com.ng]
Showcase, and social
Start digital marketing for
Enthral [main focus] & the Neon brand
Facebook/IG Ads & Viral Videos and Experiential
Campaign that extends ofine
Deliver the already booked Enthrals in Mar/Apr 2017 Engage customers for social media trend & referrals
Track & use metrics on
[Sales, Traction & Brand
Footprint] Mar/Apr 2017 Major #neonlife engagement
League of Legends Boxers
Scale accordingly; Internal development, New Enthral collection, Major #neonlife engagement,
Next product [League of Legends Boxers]
Continue Marketing
Internal development
New Enthral collection
MARKETING CAMPAIGNS
SAVE THAT MONEY [MUSIC VIDEO] We will record a song with an underground rapper titled “#SaveThatMoney [the song will have a comical theme], and will feature a shitty rapper with a decent online fanbase. Song will be released free for download online via #neonlife and other blogs, with a massive SM hype. A Video for the song will be made with a very low budget;
the making of the video will be documented
online via #neonlife and numerous SM platforms. The documentry will feature our underground rapper and crew trying to get cheap favors
around town to achieve it’s low budget theme. Online followers will be engaged from time to time to contribute to the development of the video.
Video will be released online, alongside a Ring Back tune for the song.
the making of the video will be documented The Video will have product placements for the Enthral and also serve as a marketing platform for some brands that wants to invests in digital marketing, by subliminally showcasing their brand and products.
online via #neonlife and numerous SM platforms. The documentry will feature our underground rapper and crew trying to get cheap favors
around town to achieve it’s low budget theme. Online followers will be engaged from time to time to contribute to the development of the video.
Video will be released online, alongside a Ring Back tune for the song.
(not a) MISSING WALLET [OFFLINE] To attract buzz offline. An Enthral sized card will be placed inside [peeking out] of a bigger, fatter, old wallet that will be left in restaurants, sidewalks, campuses, malls, generally public places.. People will pick it up to return the wallets, only to find a card that says “I am not a missing wallet” that also contains information about the concept of a slimmer wallet
and a QR Code that directs them to the online landing page / online store. They get a discount for using the card and also a free #NeonLife Tees if they get three other people to subscribe on the Neon website.
The Enthral It holds your everyday essential cards you use most & cash. Keeping you slim in an over stuffed world
CUSTOMER EXPERIENCE STORY BOARD
1
4
1. Why they need us 2. How to find us 3. How we find them
Customer problem/need for our kinda product
Customer product purchase [on/offline]
2 5
Customer 1st Exposure to our product [on/offline]
Customer product & brand experience [on/offline]
3
Customer wanting to know more about the product [on/offline]
Customer sharing their neon experience + Retaining, bringing them back & turning them to evangelists for new customers
6
www.neon.com.ng