I'll be doing the comms plan for Haydenshapes in the American market.
Background info for Haydenshapes
One of the key attributes for Haydenshapes in australia is that you can buy the surfboard from the factory, you can see and feel the boards, this gives you trust and tangible brand experiences that you cannot get by buying online.
This creates a clear challenge for Haydenshapes in the U.S - Communicating to a variety of surfers, of different abiities and interests, the quality and craftsmanship of the boards.
They also have a variety of audience members
Surfers who don't know haydenshapes
Surfers who are aware of Haydenshapes but don't love the brand
People who are fans of Haydenshapes because of the pro surfers and cool surfboards but who haven't bought a board yet and aren't considering
People who are fans and are considering buying a board but arent sure which model
Peopl who are fans, know which model they will buy and are simply saving for the purchase
People who have already bought and may consider buying a second one, either for a trip to a wave spot with different board needs or to increase the size of their quiver
That's 6 audience types.
What I find super interesting is that search terms for 'Haydenshapes' have just overtaken search terms for 'Hayden Shapes' this means people are now searching a brand name they know rather than finding out about something they have heard. Now brand recognition has overtaken wom awareness because people are typing in the company name not the shaper name. So this means that more emphasis can be placed on the audience's who are aware of haydenshapes
Consumer Journey Research tools.
If we look at the consumer journey tool we can decide which media is most relevat for which audience group
So Display Click (Awareness) should not be a huge focus at the moment as we have the insight from the search terms as more people are aware of the correct brand name now than a year ago. Awareness is increasing, lets fous on how we can push awareness into sales.
If we look at consideration there is a gap in what online can fulfil, so for these two groups (Surfers who are aware of Haydenshapes but don't love the brand. People who are fans of Haydenshapes because of the pro surfers and cool surfboards but who haven't bought a board yet and aren't considering) perhas offline branded advertising will be suitable to move them from awareness into consideration.
Organic search, direct and Paid are the most suitable for the groups who have shown intent. I.e People who are fans and are considering buying a board but arent sure which model as well as People who have already bought and may consider buying a second one, either for a trip to a wave spot with different board needs or to increase the size of their quiver. However with slightly different messaging (first group are fans of the brand but need to be convinced of the value of the product and the suitability of model, second group need to be convinced that Hayden are the only brand for them and that the models compliment eachother)
Social is probably suitable for the group that already knows the model and is simply waiting to save enough money. These people can act as brand ambassadors and help create intent for other groups.
One big thing to consider is the role of offline. In my relevant category only 14% of people bought after researching only online, whereas 35% used both on and offline to research -