Social Media & Performance Marketing Strategy
A digital growth plan for Scent Arts
Proposal Overview
Transform Scent Arts' digital presence through strategic social media management, compelling content creation, and data-driven performance marketing to capture the UAE's growing ambiance scenting market.
Executive Summary
Scent Arts has established itself as UAE's premier scenting company, offering business scenting, home scenting, and corporate gifting solutions. With the upcoming migration to Shopify, this represents a pivotal opportunity to align digital marketing efforts with enhanced e-commerce capabilities.
Strategic Objectives
This proposal outlines a comprehensive approach to:
Build Brand Authority
Position Scent Arts as the thought leader in ambiance scenting across hospitality, retail, real estate, and residential sectors through consistent, high-quality content and strategic engagement.
Drive Qualified Leads
Generate business inquiries from hotels, spas, restaurants, retail stores, and corporate clients while building a consumer base for home scenting and gifting products.
Maximize Shopify Launch
Create integrated campaigns that drive traffic to the new e-commerce platform, optimize conversion paths, and establish sustainable growth channels.
Establish Measurable ROI
Implement comprehensive tracking across all channels to demonstrate clear return on marketing investment through lead generation and online sales.
Current Digital Presence Analysis
Existing Assets
Website (scentarts.ae)
Strengths: Clear service categorization, professional branding, contact forms, WhatsApp integration
Gaps: No e-commerce functionality, limited SEO optimization, basic content structure, no blog or resources section
Social Media Presence
Active Platforms: Facebook, Instagram, LinkedIn
Current State: Established presence but inconsistent posting, limited engagement strategy, no paid advertising campaigns
Competitive Landscape
| Aspect | Market Standard | Opportunity for Scent Arts |
|---|---|---|
| Content Frequency | 4-5 posts per week | Consistent presence with strategic variety |
| Visual Quality | Professional photography | Showcase installations and products |
| Client Testimonials | Regular social proof | Highlight hospitality partnerships |
| Educational Content | Scent marketing insights | Establish thought leadership |
| E-commerce | Direct online purchasing | Shopify platform launch |
Key Insight
The UAE scenting market is growing as businesses recognize the impact of ambient scent on customer experience and sales. Scent Arts has strong foundational positioning but needs strategic digital presence to capture market share against emerging competitors and establish clear differentiation in both B2B and B2C segments.
Market Opportunity
Target Audience Segments
B2B: Hospitality & Retail
Decision Makers: Hotel GMs, Spa Directors, Retail Store Managers, Restaurant Owners
Pain Points: Creating memorable customer experiences, brand differentiation, ambiance enhancement
Value Proposition: Controlled refill schedule, flat-fee service, no initial investment, custom fragrances
B2B: Corporate Offices
Decision Makers: Facility Managers, Office Managers, HR Directors
Pain Points: Employee wellbeing, office atmosphere, professional impression for clients
Value Proposition: Productivity enhancement through scent, professional environment, maintenance-free solution
B2B: Real Estate
Decision Makers: Property Developers, Leasing Managers, Showroom Coordinators
Pain Points: Creating emotional connection, faster sales/leasing, property differentiation
Value Proposition: Signature scents for developments, enhanced property viewings, memorable experiences
B2C: Premium Homeowners
Target Profile: Affluent residents, villa owners, luxury apartment dwellers
Pain Points: Creating welcoming home atmosphere, entertaining guests, personal luxury
Value Proposition: Bespoke home scenting, high-quality fragrances, maintenance service, gifting options
Seasonal Opportunities
New year office refreshes, Valentine's gifting, hotel season preparation
Ramadan & Eid campaigns, summer home preparation, wedding season gifting
Back to office campaigns, retail refresh before season, corporate gifting planning
Peak tourism season, National Day campaigns, holiday gifting, year-end corporate purchases
Social Media Management
Comprehensive Platform Management
Strategic oversight and optimization of Instagram, Facebook, and LinkedIn
Instagram Strategy
- Feed posts: 8-12 per month (2-3 per week)
- Stories: 12-16 per month (3-4 per week)
- Reels: 4 per month focused on installations, ambiance creation, behind-the-scenes
- Profile optimization with clear CTAs for B2B and B2C audiences
- Highlight covers for service categories, testimonials, FAQs
Facebook Strategy
- Business page optimization with service catalog
- 8-12 posts per month aligned with Instagram content
- Community management and review responses
- Facebook Shop integration
- Event promotion for showroom visits and consultations
LinkedIn Strategy
- 6-8 posts per month focused on B2B audience
- Thought leadership on scent marketing and business benefits
- Case studies and client success stories
- Company updates and industry insights
- Employee advocacy content
Community Management
Engagement & Support
- Daily monitoring and response to comments and messages
- WhatsApp Business integration for inquiry handling
- Review management across Google, Facebook, and social platforms
- Influencer and partnership outreach coordination
- Crisis management and reputation monitoring
Platform Optimization
Profile Excellence
- Professional bio copy highlighting unique value propositions
- Consistent branding across all platforms
- Contact information and service area clarity
- Shopping features setup on Instagram and Facebook
- Regular audit and updates to maintain relevance
Content Creation Services
Professional Content Production
High-quality visuals and copy aligned with brand positioning
Content Pillars
Product Showcases: Diffuser systems, fragrance collections, candles, reed diffusers, corporate gifting
Installation & Case Studies: Before/after transformations, client testimonials, industry applications, behind-the-scenes
Educational Content: Scent marketing science, business benefits, fragrance selection, psychology, industry trends
Seasonal & Promotional: Holiday campaigns, gifting ideas, seasonal collections, limited offers, events
Engagement & Community: User-generated content, polls, interactive stories, FAQs, team highlights
Content Deliverables
Production Process
Monthly Workflow
- Week 1: Content calendar approval and briefing
- Week 2: Content creation (copy, graphics, video editing)
- Week 3: Client review and revisions
- Week 4: Scheduling and community management
Performance Marketing Campaigns
Data-Driven Paid Advertising
Multi-platform campaigns optimized for lead generation and sales
Meta Advertising (Facebook & Instagram)
B2B Lead Generation Campaigns
- Targeted to hotel managers, retail owners, office managers in UAE
- Lead form ads for consultation requests
- Case study and testimonial content promotion
- Retargeting website visitors and engaged users
- Lookalike audiences based on client database
B2C E-commerce Campaigns
- Product catalog ads synced with Shopify
- Dynamic retargeting for abandoned carts
- Collection promotions and new arrivals
- Seasonal gifting campaigns
- Conversion optimization for online purchases
Google Advertising
Search Campaigns
- High-intent keywords: "scenting company UAE", "hotel scenting Dubai", "office ambiance scent"
- Branded campaigns protecting company name
- Competitor targeting for market capture
- Shopping ads for product catalog
Display & Remarketing
- Banner ads on hospitality and business websites
- YouTube video advertising
- Gmail sponsored promotions to business decision-makers
- Remarketing lists for site visitors and past customers
Campaign Budget Allocation
| Platform | Recommended Monthly Ad Spend | Primary Objective |
|---|---|---|
| Meta (Facebook/Instagram) | AED 8,000 - 12,000 | B2B leads + B2C sales |
| Google Search | AED 5,000 - 8,000 | High-intent traffic |
| Google Shopping | AED 3,000 - 5,000 | Product sales |
| LinkedIn (Optional) | AED 3,000 - 5,000 | Premium B2B leads |
Recommended Starting Budget
AED 15,000 - 20,000/month in ad spend across Meta and Google to achieve meaningful reach and conversion volume. Budget can scale based on performance and ROI.
E-commerce Marketing Integration
Note on Shopify Migration
The Shopify platform migration is being handled by another team. Our scope covers only the marketing integration and campaign setup to ensure your new e-commerce platform is optimized for performance marketing and sales.
Marketing Setup (Post-Migration)
E-commerce Marketing Integration
- Meta Pixel and Conversion API implementation
- Google Analytics 4 and Google Tag Manager setup
- Facebook Shop and Instagram Shopping integration
- Google Merchant Center product feed
- Customer segmentation for targeted campaigns
- Conversion tracking across all touchpoints
Product Launch Campaign
- Pre-launch teaser campaign building anticipation
- Grand opening promotion across all channels
- Influencer seeding for unboxing and review content
- Limited-time launch offers and bundle deals
- Social media countdown and excitement building
Campaign Optimization
Conversion-Focused Strategy
- Product page promotion and traffic driving
- Trust-building content: reviews, guarantees, certifications
- Social proof campaigns showcasing customer satisfaction
- Strategic calls-to-action across all platforms
- WhatsApp Business integration for customer inquiries
Shopping Features Integration
Social Commerce Setup
- Instagram Shopping with product tagging in posts and stories
- Facebook Shop with complete product catalog
- Shoppable posts for seamless purchasing experience
- Product collections organized by category and use case
- Direct checkout from social platforms
E-commerce Marketing Advantage
Once your Shopify platform is live, we'll implement powerful marketing integrations for social commerce, performance tracking, and conversion optimization to maximize your online sales and ROI.
90-Day Content Strategy
Week 1-2: Account Optimization
- Complete profile optimization across all platforms
- Brand photography and content audit
- Content templates and brand guidelines creation
- Initial content calendar development
Week 3-4: Audience Building
- Introduction to Scent Arts story and values
- Service category education posts
- Behind-the-scenes content humanizing the brand
- Engagement campaigns to grow follower base
Content Focus
- Client success stories and testimonials
- Educational content on scent marketing benefits
- Installation showcases and project highlights
- Industry insights and thought leadership
- Interactive content: polls, Q&As, tips
Campaign Activation
- Launch B2B lead generation campaigns
- Begin retargeting strategy
- Influencer partnerships for brand awareness
- PR outreach to hospitality and design publications
E-commerce Activation
- Shopify pre-launch teaser campaign
- Product catalog reveals and highlights
- Launch week promotional campaign
- Shopping features activation on social platforms
- Email marketing campaign to drive first purchases
Performance Optimization
- A/B testing of ad creatives and copy
- Conversion rate optimization based on early data
- Customer feedback integration
- Refined targeting based on performance metrics
Campaign Framework & Targeting
Audience Segmentation
Segment 1: Hospitality Decision Makers
Targeting: Hotel GMs, Operations Managers, Spa Directors in UAE
Platforms: LinkedIn, Meta (job title targeting)
Messaging: ROI of scent marketing, guest experience enhancement, signature brand identity
Goal: 30-40 qualified leads per month
Segment 2: Retail & F&B Owners
Targeting: Store managers, restaurant owners, retail chain operators
Platforms: Meta (interest and behavior targeting), Google Search
Messaging: Increase dwell time, boost sales, create memorable shopping experience
Goal: 25-35 qualified leads per month
Segment 3: Corporate Offices
Targeting: Facility managers, office managers, HR directors
Platforms: LinkedIn, Google Search
Messaging: Employee wellbeing, productivity enhancement, professional atmosphere
Goal: 20-30 qualified leads per month
Segment 4: Affluent Consumers
Targeting: Ages 30-55, villa owners, luxury interests, high income
Platforms: Instagram, Facebook, Google Shopping
Messaging: Luxury home ambiance, entertaining guests, personal indulgence, gifting
Goal: 150-200 Shopify visits, 15-25 purchases per month (scaling)
Creative Strategy
| Ad Format | Use Case | Key Elements |
|---|---|---|
| Carousel Ads | Product showcases, client case studies | Multiple images showing transformation or variety |
| Video Ads (15-30s) | Installation process, ambient mood creation | Atmospheric footage with subtle branding |
| Lead Form Ads | B2B consultation requests | Minimal friction, pre-filled fields |
| Collection Ads | E-commerce product browsing | Lifestyle imagery with product catalog |
| Stories Ads | Behind-the-scenes, limited offers | Vertical format, swipe-up to Shopify |
Measurement & KPIs
Social Media Metrics
Performance Marketing KPIs
| Metric | Target (Month 1-2) | Target (Month 3+) |
|---|---|---|
| B2B Lead Cost | AED 80-120 | AED 60-90 |
| Monthly B2B Leads | 40-60 | 70-100 |
| Website Click Cost | AED 2-4 | AED 1.50-3 |
| E-commerce Conversion Rate | 1.5-2.5% | 2.5-4% |
| Return on Ad Spend (ROAS) | 2.5-3.5x | 3.5-5x |
E-commerce Metrics (Post-Shopify Launch)
Primary Success Indicators
- Monthly website sessions: 3,000-5,000 (Month 1-3 post-launch)
- Monthly transactions: 50-80 (Month 1-3, scaling)
- Average order value: AED 200-400
- Customer acquisition cost: AED 40-80
- Cart abandonment recovery rate: 15-25%
Reporting Cadence
Monthly Performance Reports
- Social media growth and engagement metrics
- Campaign performance by platform and audience segment
- Lead quality assessment and conversion tracking
- E-commerce sales analysis and customer behavior
- Content performance rankings
- Competitive benchmarking
- Strategic recommendations for optimization
Optimization Approach
We review performance data weekly to make tactical adjustments to campaigns, content, and targeting. Monthly strategic reviews ensure alignment with business objectives and enable data-driven decision making for budget allocation and creative direction.
Investment Summary
Growth Package
Complete social media management and performance marketing solution
Monthly Services Included
- Social media management across Instagram, Facebook, and LinkedIn
- 22-32 posts per month (feed posts and stories)
- 4 video reels per month
- Community management and daily engagement
- Meta advertising campaign management (Facebook & Instagram)
- Google Ads campaign management (Search & Shopping)
- Landing page optimization
- Conversion tracking and analytics setup
- A/B testing and campaign optimization
- Monthly content calendar and strategy
- Comprehensive performance reporting with ROI tracking
What's Not Included
Ad spend budget is separate and paid directly by you through your preferred payment method (credit card, bank transfer, etc.) to Meta and Google platforms.
Recommended monthly ad spend: AED 15,000 - 20,000 for optimal results
One-Time Setup Fee
E-commerce Marketing Integration
Complete technical setup for marketing and campaigns (post-Shopify migration)
Included in Setup
- Meta Pixel and Conversion API implementation
- Google Analytics 4 and Google Tag Manager configuration
- Facebook Shop and Instagram Shopping integration
- Google Merchant Center product feed setup
- Conversion tracking across all platforms
- Analytics dashboard setup for performance monitoring
Note: This covers marketing integration only. Shopify platform migration is handled separately by your development team.
Payment Structure
| Item | Amount | Payment Terms |
|---|---|---|
| E-commerce Marketing Integration (One-time) | AED 4,000 | Due upon project start |
| Monthly Retainer | AED 15,000 | Due on 1st of each month |
| Ad Spend (Separate) | AED 15,000 - 20,000 | Paid directly to platforms via your payment method |
Total First Month Investment
Foursight Services: AED 19,000 (AED 4,000 setup + AED 15,000 retainer)
Platform Ad Spend: AED 15,000 - 20,000 (paid separately by you)
Ongoing (Month 2+): AED 15,000/month retainer + ad spend
Ad Spend Management
How Ad Payments Work
- You maintain complete control of ad spend budget
- Payment made directly to Meta and Google using your preferred method
- Options include: Credit card, debit card, bank transfer to platforms
- We manage campaigns and optimization, you control the budget
- Full transparency with real-time access to ad accounts
- Monthly budget can be adjusted based on performance and business needs
Implementation Timeline
- Kickoff meeting and goal alignment
- Brand asset gathering and audit
- Platform access and account setup
- Competitor and market research
- Content strategy development
- Profile optimization across all platforms
- Shopify marketing integration (if applicable)
- Custom template creation
- First month content calendar creation
- Photography and content asset planning
- Content creation and approval
- Campaign setup and audience building
- Tracking and analytics configuration
- Team training on processes
- Final review and go-live preparation
- Daily social media posting and engagement
- Campaign launch and monitoring
- Performance analysis and optimization
- Weekly performance check-ins
- Content refinement based on engagement data
- Shopify e-commerce launch (if timed accordingly)
- Campaign scaling based on performance
- A/B testing expansion
- Influencer partnerships activation
- Strategic review and roadmap for months 4-6
- Continuous optimization of high-performing campaigns
- Seasonal campaign planning and execution
- Advanced segmentation and personalization
- Quarterly strategy reviews and adjustments
- Expansion to additional platforms or markets as appropriate
Flexibility & Agility
While this timeline provides structure, we maintain flexibility to capitalize on emerging opportunities, respond to market changes, and adjust based on performance data. Monthly reviews ensure we're always aligned with your business priorities.
Why Foursight Consultancy
UAE Market Expertise
Deep understanding of Dubai and UAE market dynamics, consumer behavior, and cultural nuances. We've successfully executed campaigns across hospitality, retail, real estate, and e-commerce sectors in the region.
Technical Integration Capabilities
Beyond creative and strategy, we bring strong technical expertise in CRM systems, e-commerce platforms, and marketing automation. Our work with your existing CRM proposal demonstrates our ability to create cohesive digital ecosystems.
Performance-Focused Approach
We're not interested in vanity metrics. Every campaign is designed with clear KPIs, ROI targets, and business objectives in mind. We optimize relentlessly based on data, not assumptions.
Boutique Service Model
As a specialized consultancy, you'll work directly with senior strategists and practitioners, not junior account managers. We limit our client roster to ensure quality and attention.
Industry-Specific Content
We take time to understand the science and art of scent marketing, the unique value propositions of different service categories, and the decision-making processes of your B2B and B2C audiences.
Transparent Reporting
Monthly performance reports that clearly show what's working, what's not, and why. We provide actionable insights, not just data dumps, and we're honest about challenges and opportunities.
Our Service Principles
Next Steps
Getting Started
1. Review & Discussion
Schedule a call to review this proposal, discuss your priorities, answer questions, and ensure alignment on approach and expectations.
2. Package Selection
Choose the package that best fits your current business objectives and budget. We can also customize a solution based on specific needs.
3. Contract & Kickoff
Sign service agreement and schedule kickoff meeting to begin the strategy and setup phase.
4. Implementation
Begin work according to the timeline outlined, with regular communication throughout the process.
Questions We Can Address
- How does this align with our Shopify launch timeline?
- What ad spend budget should we allocate for optimal results?
- Can we start with organic social and add paid campaigns later?
- What content assets do we need to provide?
- How do we measure success and ROI?
- Can we integrate with our existing CRM system?
- What's the contract term and flexibility?
Contact Information
Ready to Transform Your Digital Presence?
We're excited about the opportunity to help Scent Arts capture its share of the growing UAE scenting market through strategic social media, compelling content, and performance-driven campaigns.
Let's schedule a call to discuss how we can work together to achieve your business objectives.