Connecting with the target audience on Google+ is an inappropriate organic approach. It is an platform that would not be good for acquisition, thus neither conversion nor retention, for reasons stated below.
Although there are technically 2.5 billion users, this is due to Gmail accounts automatically having a corresponding Google+ page. In reality, over 90% of users have never made a public post and only 4-6 million users actively use their account. There has been a 98% decline in user engagement, year on year and in the 30 days before May 6th 2015, only 3.5. million users had been active.
As profiles can be set to provide limited public user information, LuMee Digital has no insight into Google+ users likes and dislikes, therefore, could not effectively target the correct audience. The figures above also suggest that there is minimal user activity on Google+, therefore, this platform provides limited or potentially no reach to the target audience. The implications of allocating the man hours to promote LuMee Varicolour on Google+ would be wasted time and resources that could instead be invested campaigning on a platform that will surpass the noise on social media and effectively reach the target audience.