A Quick Look at O.C.D. Experience

O.C.D. Experience was founded by Justin Klosky in 2008. From a young age, Klosky suffered from obsessive compulsive disorder. After taking up acting for a few years, Justin decided to go the entrepreneurial route. By creating O.C.D. Experience, Klosky wanted a way to channel his disorder and use it to teach others the benefits of not only having an organized home, but an organized life.

Justin Klosky, founder of O.C.D. Experience

The acronym O.C.D. in O.C.D. Experience stands for Organize & Create Discipline. It’s a way for people to change their lives through organization. The company currently offers in-home and virtual consulting services. Consultants go into customers’ homes and organize the problem area. Additionally, they also offer virtual consultations for customers who are outside their three main service areas of California, Florida, and New York.  In addition to the consulting, Justin and O.C.D. Experience are publishing a book that is set to release in late 2013. They also sell a wallet and offer a smartphone app geared towards parents. Finally, Justin makes numerous local and national television appearances to promote the brand.

The target audience of O.C.D. Experience is primarily women. I would put their age anywhere between early 20’s to late 50’s. The idea is geared towards women who manage and organize the household. I would expect both parents and those without children to find value in the services. At the end of the day, everyone lives in some type of space that requires some type of organization. So the product may have appeal to the masses.

Back in 2010, a Forbes article stated, “The industry is evolving, and anyone who wants to keep pace has no choice but to reach across traditional boundaries and start tearing down silos.” O.C.D. Experience should adopt an integrated marketing campaign (I.M.C.) to streamline their marketing efforts, maximize their reach, and differentiate themselves from competitors. It’s no secret that Justin has a great energy and presence. By creating a consistent brand voice and projecting Justin’s personality across all of the marketing channels, I believe the O.C.D. Experience can reach new levels. A few top strategies include:

·      Promoting Justin Klosky as the face of the brand

·      Actively pushing release of the upcoming book

·      Introducing more consumer and search friendly blog posts and videos

·      Revamping the social media content

·      Introducing new marketing channels to maximize brand exposure

The company will be able to reach a larger audience, increase website traffic, boost sales, and become the leading organization company.

Putting Analytics Under the Magnifying Glass

This week I was given a few pages on Facebook and email analytics. It is vital for a business to analyze this information as it can greatly help marketing efforts and increase the return. Put simply, it's important to improve on what's working and either stop or readjust the things that aren't working. Below are my findings.

Overview

These few pages of Facebook Analytics provide a surprising amount of data. After looking over the various pages, we can figure out a lot about ABC Company. They have a total of 880 fans on their page. While the “Likes” analytic page is missing, it appears they are headquartered in Orlando, Florida judging by the post reach. ABC Company posts to their Facebook page at least once a day and their average engagement is around 1%. Finally, ABC Company has a fairly large email subscriber list at over 2,600.

Key Findings

A few interesting nuggets of information include:

Facebook

• A sizeable portion of the people they reach on Facebook speak Spanish.
• The number one referral site is Google.
• Their viral reach has been increasing over the past week. (May 28 to June 2)
• Nearly 60% of the page’s interactions come from women between the ages of 25 and 44. Men in the same age group account for about 20% on the interaction.

Email

• The open rate is 25.4%.
• The click-through rate is 10.9%.
• They had zero social shares.
• They had a conversion rate of 0%.
• (Note: This email may or may not have had a conversion goal.)

Improvements

Facebook

After looking over the previous eight posts of ABC Company, I think they could use more variety to boost engagement. Six of the last posts have been status updates and two have been links (one got a lowly 0% engagement). I think the content needs to be more visual. There is a wealth of health-oriented information online from infographs to workout videos. I think these visuals will boost their engagement and increase their social media reach.

Email

The biggest problem with their email campaign is their open rate. The open rate is good, but I think there is always room from improvement. To increase their open rate they could try sending the email at different times of the day or changing up the subject line. Additionally, their click-through rate is low. To improve this they could have clearer calls to action that encourage clicks. For example, “Don’t let the newest “superfood” fool you. Click here to find out the truth.”

Other Channels

Having a health blog would be great. It seems like there is a new story about food or exercise coming out daily. ABC Company could easily capitalize off these trends and create a few blog posts every week. This content would transition well over to their Facebook page and in their email content.

With women primarily interacting with their content, Pinterest seems like a no-brainer. Simply aggregating the health information on Pinterest would be beneficial, as they would naturally grow a following. They could use Pinterest to find visual Facebook content and also post any blogs they create to Pinterest as well. This will hopefully resonate well with their female audience.

Finally, ABC Company should be on Instagram. Once again, it all goes back to visuals. The health industry is full of visual things ranging from food to exercising. ABC Company could post photos of food and quick facts about the health benefits. They could also record short videos of proper workout techniques. Once again, this content can be easily shared to other social media properties or included in their email campaigns.

Future Campaigns

Spanish Audience

While I do not have access to their “Like” Analytics, I would expect a portion of their fans to speak Spanish as well. I would try out a post written in Spanish. If they are scared of alienating their fans, maybe wait until a Mexican holiday and test the waters with festive post.

Email Social Shares

To increase the amount of social shares on the email, they could use the same content from their Facebook page. Assuming they keep their 1% Facebook engagement rate, out of 661 opens they could get 6 shares on social media. It may not seem like a lot, but free marketing is free marketing.

Email Audiences

If possible, I would be interested to see what happens if ABC Company broke out their email list into separate groups. Judging by their Facebook audience’s interactions, women are much more interested in the content. Perhaps they could test a gender-specific email blast to see if they achieve higher click-throughs.

Based on the analytics provided, how would you help ABC Company?