Digital Strategy Report for Lighting Illusions: AMN425 Assignment

This report presents a comprehensive digital strategy for Lighting Illusions (LI), an Australian retail company specializing in lighting and fans. The report begins with an introduction, followed by a background analysis of LI, including competitor analysis (Beacon, IKEA) and an assessment of its brand image and positioning. The main digital problem identified is the inconsistent brand image and the need for improved consumer engagement. The report then outlines the target audience (homeowners aged 35-54) and provides consumer insights, emphasizing the desire for knowledgeable advice and quality products. The core marketing communication problem is perceived by the audience as a brand with multiplex personalities and inconsistent brand image. The report proposes objectives to raise brand awareness by 40% within six months. The digital strategy focuses on positioning LI as an expert in lighting, with tactics including consistent branding across all digital and in-store platforms, content creation reflecting quality and expertise, and the use of endorsements. The report also details key performance indicators (KPIs) for website traffic, social media engagement, and sales conversions. Finally, the report outlines measurement and analytics methods, emphasizing the importance of testing and customer feedback to improve the customer experience and overall business performance. The goal is to change consumer perceptions of LI to be a superior product and service, providing value for money.

AMN425 DIGITAL STRATEGY
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AMN425 DIGITAL
STRATEGY
Assignment 3: Digital Strategy
Words:2500
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1Introduction
In this new world of technology, digitalisations are playing its crucial role in
improvising the customer experience and provide efficient and effective services or
products to the consumers (Bhardwaj et al., 2013).This final digital strategy presents a
thorough research on the Lighting Illusions, an Australian retail company and based
on the findings made in Audit Digital demonstration has been drawn on the meaning
of product, competition, and consumers. This report presents an Audit on the digital
channels presented by the LI that is helpful in revealing the digital strategies, which
will be ensuring low consumer engagement with the content and the advertisements
those are being published by the detractors in the negative manner with respect to the
services those are being offered by the LI (referred to appendix A). The purpose of
this final digital strategy is to present measures those could be helpful in mitigating
the issues related to the services and customer experience through improving the
perception of the ‘value for money’ of LI through new digital strategies.
The following digital strategy aims to address this issue by positioning and
consumer engagement (Killian & McManus, 2015).
2 Background
Digital strategies are required to improve the current brand and positioning of the LI
in the competitive market because they want to be experts Knowledgeable the name in
lights Increase Awareness
2.1 Background company
LI (Lighting Illusion) is a Brisbane-based company, which is specialized in
fans and lighting that has four retail stores in different areas. These stores are located
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in Sunshine Coast that has Kawana, Western suburbs of Brisbane that has MacGregor
and Summer Park, and in inner city that has Fortitude Valley. All the four stores have
different appearance from each other; however Fortitude Valley can be presented as
the prototype of rest of the stores and is capable of demonstrating the picture of other
stores. It is being expected that three more stores will be opening within next twelve
months.
Other than retail stores, LI is shaking hands with the digital world and offering
online business through online stores for the customers and self-expansion. The
market of LI is expanded all over the Australia and delivering services and products in
all over the country however, it is being reported that the sales have been falling
within past twelve months in Melbourne and Sydney. The major products that are
being sold under this brand are lightings and fans for the home appliances. 5% to 10%
of the sales are reported to be for the crystal chandeliers and 60% of the sales are to be
reported to be for the fans. The organization does not make any wholesale market and
is completely pendent on retailing the services.
POINT OF DIFFERENCE
Knowledgeable staffs are being offered by the LI in the in-store who contribute
themselves in presenting the right products for the customers as per their
needs("Lighting and Ceiling Fans", 2017). LI is also presenting facilities of in-store
where a customer can try the products offered by the organization and make their
decisions, which product will be suitable for them. There is no-doubt that it is helpful
in providing better customer-experience.
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2.2 Competitor analysis
Beacon and IKEA are the two biggest competitors for LI and the competitive
market has been being focused due to voltage differences of the supplies (Illusions,
2017).
Beacon Lighting is one of the greatest competitors of LI and one of the leading
lighting suppliers in Australia. Beacon has partnership with the Block, which is a TV
show and it also features two blockheads Jenna and Josh as spokespeople ("Beacon
Lighting – Lights, Fans and More", 2017). Some of the departmental stores are also in
the top list of the competitors of LI that includes IKEA and others who are
responsible for supplying lamps and other lighting items at lower price.
2.3 Refer to our finding Brand image /positioning (1-2 references)
The major platforms that could be suitable for targeting the customers include
Instagram, Pinterest, and Facebook. The webpage of the Lighting Illusions is not
capable of representing the clear image of the brand that could be used as an
important factor to promote its brand value. The way of presenting the brand picture
insures that the organization is providing products at lower price
(Lightingillusions.com.au, 2017). Dark colours have been used in the logo in which
background is presented with dark blue colour that might look confusing. The
organization is all about lighting items so, background should be brighter and dark
effects should be eliminated. In addition, there is not any chat option for the
consumers in manner to interact any representative of the organization (Zhou, Zhang
& Zimmermann, 2013). Nor there are any catalogue search options for the products
that might be unattractive for the customers.
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The digital strategy performance of the Lighting Illusion is not much
impressive that could be the biggest cause for the fewer score on the score board with
respect to the competitors. Some recommendations can be made for the improvement
of customer experience and enhancing the performance of the organization those have
been listed in the following report (Nielen and Holmstorm, 2015).
2.4 Main digital problem (positioning/Brand image)
The digital strategy is required to address the references WARC database articles
Bacon –Lighting including the issues that the organization is facing on the brand
image. Lighting and renovation are some of the other objectives those need to be
concerned including the Beacon lighting marketing in manner to cope up with
competitive market. Expertise share knowledge and partnership are some of the
concerning points that will be mitigated through the implementation of final digital
strategy within the existing system of the LI.
3 Target audience
The target market of the Ligthing Illusions can be referred to the clients those
belong to the ages of 35-54. The customer for the retail store lives within 9km of a LI
store and wants someone to help them with their purchase decision ("About Lighting
Illusions", 2017). Typically, they are homeowners who are renovating, redecorating –
trend
4 Consumer Insight statement
Consumer Insight: Life is about using better home appliances, brighter lights, best
quality and advice the customers on the energy efficient lighting Ondeline motivation
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why they buy in expecialice store. The consumer insight of lighting illusions and help
in improving the inexpensive, funky, quirky, minimalist, fun place to visit, Quality of
life.
5 Big ideas
Lighting Illusions “Making your life designed “
5.1 Advertasing problem
Australians perceive Lighting Illusion’s offerings as a brand with multiplex
personalities and inconsistens bran
d image.
MARKETING COMMUNICATION PROBLEM YOUR DIGITAL
STRATEGY SHOULD ADDRESS
Lighting Illusions have carried out limited and largely tactical marketing since
their retail operation began. There is need for an integrated and coordinated approach
to grow brand awareness. Central to this is the need to create a brand image for the
retailer that highlights their knowledge and affordability and differentiates them from
their competition. It also produces strategically, consistent messages across all
platforms and in-store.
LEAP:GetmoreconstumerstoknowandtorenovatewithLightingillution8

The LI budget is $50,000 per month or $600,000 annually.This is divided
monthly across search (Newscorp version of AdWords) $19,000; digital/Facebook
$5,000 and catalogues (3 monthly) $35,000 with the remainder used on press or local
television/magazines.
6 Objetives
To raise awareness of lighting illusions by 40% during a 6 months campaing. and target
audience seeing the digital marketing. Another objective is to create a seaching brand image
and present the Positioning/Perception of the LI. Tactics is to development more content to
reflect knolege and advartice in the block.
7 Digital Strategy Statement (Positioning Strategy and Engagement )
The key strategy is positioning lighting Illusions as an expert knowledgeable to be the
name in lights (Harvey and Oliver, 2016). The brand imagine is confused have
multiple personalities is not telling consumer they areknowledgeable in lights.
Tactics Packeching all the Digital/In store
 Brand image be consisten between logo,colors,fonts, clear layout and change
the red colour.
 Development more social contents that canreflectquality, renovation and
advice on energy efficient lighting as an experts knowledgeable.
 Advertise on the magazines renovation.
 Create a live chat opinion on the website that the knowledgeable staff can
support.
 Get a bloggers who specialized in lighting illusions.
 Endorses/opinion leaders: a life style of television show relative with
renovation and decoration.
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 Logo: can more modern
The audit was able to identify three key problems:
The positioning strategy may be the experts in lighting and fans connecting
with expert advice Online, costumer services, product offering and price. The
following strategy for lighting Illusions will reach consumers on their preferred
platforms such as mobile, search and social media and will focus on positioning and
Brand image.
8Analitics /KPIS
what can be measured digital?
More specific relating to my digital plataform Converting sales, likes sharing contect,
facebook, Instagram
DrivingIncrease website Online traficc via Google search by 40%
Online SalesInformation
Improving the expertix or the perception of the store. New setion on the webside mesure
the interation in the website. Problem objetives strategy all relative and throught this strategy
different KPI’s could bediscussed in manner to monitor the output of the efforts made within
the LI for the enhancement of the performance of the oganization. Website KPIs will be
helpful in identifying whether the organization is meeting the set goal or not and on the other
hand social media KPI will be helpul in monitoring the effectiveness of the contents posted
about the LI on certain blogs. It will also help the organization and it’s executives to support
the awareness and objectives set for the enhancement of the organization. Following KPIs are
helpful for the LI and will be relevant to the strategy set for the customer experience and their
awareness:
 Awareness
 Digital Strategy
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 Search
 Content
 Paid Advertising
 Engagement
 Community Management
Goal: Create Awareness
Website KPIs:
2. Increase website traffic via Facebook 20% during the 12 month
campaign.
1. Increase website traffic via Google search by 40% during the 12 month
campaign.
4. Decrease bounce rate by 20%
3. Increase time spent on website by 20%
Social Media:
1. Contest entries will reach a minimum of 3,000
2. Increase the reach of the Facebook Page by 20%
3. CTR for Facebook ad campaign of at least 3%
Goal: Increase sales
KPIs:
1. Decrease the cost per acquisition by 20%
2. Increase conversion rate by 30% during the 12 month campaign
9 Measurement and Analitics
Customers preferring to shop products online should be introduced with
testing of the products, that will be helpful in ensuring that the customers will take
new products and enhance the output of the organization. Use of applications can be
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recommended for the company in manner to determine the popularity and appeal of
the organization. The testing option will not only enhance the better experience for the
customers but also help in enhancing the performance of the organization. This will
also help in sorting out which product is popular among the customers or which offers
are attracting the customers more.
9.1 Goals
The goal is tchange consumer perceptions of LI in manner to be a superior product
delivery service that provides value for money (through advice on energy efficient
lighting is well.
10Search strategy
Search engine should be optimized efficiently and effectively in manner to
introduce services to the customers (Dawson, 2006). For example there should be an
easy search engine with categories of lighting, fans lamps, etc. Thereafter, there
should be a filtering system that will help the customers to find products according to
their budget and need. This will include the familiarization of the companies with
SEO and capability of ensuring better and related points of keywords.
Key words: Living, Illusions Lighting, Home Dining, and quality
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