Digital Marketing Strategy

Created By Elaine, Hamish, Sandra, Varsha

Product Overview

Product Overview

Viennoiserie Breads Cakes Biscuits Flour Pasta Noodles

Food Items: Initial Launch

Sweeteners Cake Mixes Sauces Ice Cream Soft Drinks Snacks Chocolates/Sweets

Food Items:Future

Good Intentions: A Range of Delicious Low Glycemic Index Food

and Beverage Products

USP - Low GIWhat is Glycemix Index (GI) ?- ability of a carbohydrate to increase level of glucose in the blood.

Brand Philosophy - LOW GI products only

- Enables diabetics to eat food groups they normally can’t, ie croissant bread biscuit

- Prevents spikes in blood sugar- Prevents Serious Diseases ie Cardio, Diabetes, Cancer- Cuts Cravings- Assists Weight Loss- Balances Energy Release- Improved Mood

Benefits of Low GI

USP & Benefits

Target Audience

Diabetics

“I’ve just been diagnosed with Type 2 diabetes and I am looking for ways to enjoy the foods I

always have”

Adapting to new condition and way of life but wants to continue eating as much like they used to as possible.

Needs guidance on how to enjoy food rather than focussing on the negative side of diabetes and food.

Matilda, 35

Health/Sports Enthusiasts

“I run marathons and compete in

triathalons and am always looking for low carb food that

tastes good”

Health and sports enthusiasts need to maintain a good weight, keep energy levels up but occasionally enjoy some treats.

John, 25

Dieters

“I have been leading a sedentary life and have decided to lose some weight and do

more exercise”

Our increasingly sedentary lifestyles, particularly as we get older, are making it harder to keep our weight at the right level. A healthy diet, with low carbs makes a positive contribution.

Helen, 39

Competitive Landscape

Update 1

CarbzoneCarblifeSlim PastaValorLivLifeCaio Carb

Market Position

Strengths

Weaknesses

Long Established

Established

Known Brand in Europe

Funding PoolOutlets

Developed ProductsBrand Ambassador

Franchising

Online PresenceRepeat CustomersDeveloped RecipesAffiliate Websites

Brand Name PoorOverseas Production Product DistributionProduct AvailabilityExpansion Issues

Product Taste IssuesWebsite poorPricing Issues

Limited ProductsTastes Issues

Available Online Only

Poor GrowthProduct Innovation

Brand

Brand SWOT Analysis

Satisying FoodFixes A Health Problem

Niche MarketNew BusinessPremium Food

Celebrity EndorsementControl of Pricing

Online SalesOutlets

Fairly New SectorNot Established

Higher Price PointLimited Initial Product Line

Production RisksHigh Initial Investment

Skill Intensive

Working Against Obesity EpidemicServicing Type 2 Diabetes Sufferers

Work with Health AssociationsLimited GI Food ChoicesInnovative in UK Territory

Media EndorsementGovernment Support

Many Target AudiencesCo BrandingBroad Range

Semi Established CompetitorsCompetition with Mainstream Brands

Copy CatsCompetition with Lower Priced Goods

Market Knowledge of GI

Strengths

Opportunities

Threats

Weaknesses

Route to Market

Website design User centric design - accessible Obvious message & call to action Clean layout, no heavy clutter Video Colours Responsive html5 No Flash or Java SEO key words Meaningful user experience!

Home Page

Keywords Every page needs to be optimised with one key word, identifying

search terms that our customers would use so that our pages and site show up in searches

Google keyword planner/ Google Adwords Examples of words we might feed in: low GI, Glycemic index,

pastry, diabetes, cake, croissant, obesity, healthy eating One key word per page, mentioned naturally every c200

words Some keywords should also appear in meta data

Constant testing, experimenting with key words, updating to get a good position in search rankings and a good volume of the right customers

SEO Optimisation

Tags

Search engines look for text rather than pictures so everything needs to be labelled Page titles eg

Http://goodintentions.co.uk/low-GI-food-and-drink Infographics/pictures/videos must all have titles Titles should also appear in meta data

SEO Optimisation

Driving Traffic to Website

1. Pay Per Click (PPC)

2. Online PR &

Partnerships

3. Social media

4. Email Marketing

5. Offline

Driving traffic to the website

Driving Traffic

1. Pay Per Click (PPC)

As our website and product is new and relatively unknown, look at generic keywords eg low GI, health foods etc, as well as brand specific terms

Start with a small budget which is capped per day eg £25 and test what is working, what is not and optimise the campaign throughout

PPC ad to include a brief description on the product and click directly through to Good Intentions website driving traffic and sales

Launch PPC advertising campaign when the website launches to ensure immediate presence on search engines, while natural search rankings are building slowly and steadily

PPC

Objective: Drive traffic, drive sales

2. Online PR & PartnershipsPR & Blogger Outreach

Reach out to key online health media to introduce the Good Intentions brand and start spreading the word online. Target media would include health bloggers and online health magazines

Send a Good Intentions hamper to key targets allowing them to sample the product and encourage them to write about and review the brand and products on their websites

Engage local and national press with a news story on the benefits of low GI, crediting Good Intentions

Partnerships Partner with health charities such as Diabetes UK to

help give credibility to healthy eating association Secure website links from charity partner website to

help build SEO from a credible source Secure presence in partner email sendings with links

driving traffic to Good Intentions website Objective: Raise awareness, drive traffic

PR & Partnerships

3. Social media Use social media to introduce our new brand/ product and

educate customers on the benefits of low GI Create a community following and encourage interaction

from fans through live Q&A sessions, calling out to fans to post their health successes and low GI motivations/ experiences

Be a source of inspiration and include low GI recipes and healthy meal ideas

Include promotional offers and competitions to reward customers for following/ becoming a fan

Social media sites to initially include: Facebook: To educate and build brand awareness Twitter: To allow daily updates and also as a point of

contact for customers LinkedIn: To build a professional network and potential

leads within the industry Once these are established and managed effectively,

could look to expanding into other social media sites

Social media

4. Email Marketing

Launch monthly email sendings to customer database Personalise emails with customer name to ensure

maximum engagement and open rates Include a mix of brand/ product messages to educate

and promotional messages to drive sales Ensure a clear call to action: to buy products Include links to social media pages through icons Feature an unsubscribe option to avoid spamming customers Implement a planned email marketing calendar with key

seasonal messages to ensure topical and relevant content Objective: Drive engagement with existing customers, drive

sales

Email Marketing

5. Offline Explore offline marketing channels to increase brand awareness, reach a new audience and ultimately drive traffic to the website:

Sampling: In gyms, shopping centres and high traffic areas, allowing people to taste the product. To really engage and create some buzz, blind taste with non low GI products and ask customers to guess which is the Low GI product. As well as the product, distribute flyers with product information and benefits, with a QR code linking to the website and a promotional code for money off

Objective: Raise awareness, drive traffic, drive sales

Radio- Be the ‘Voice of Low GI’ and expert in our field, run a radio campaign with a brand representative and a health professional highlighting the benefits of low GI and a call to action to visit the Good Intentions website to find out more

Objective: Raise awareness, drive traffic

Online

Measuring Success

Measuring Success

• Who are our visitors?• Where do they come from?• How many visitors arrive on our website and

leave straight away? (Bounce rate)• How can we improve customer experience, to

get customers to stay on our site and buy?• How many visitors become (repeat)

customers? • What navigation routes work and where are we

losing visitors/customers?

Customer Experience

and identification of customers

• What is the average basket size?• How much is each visitor costing us? Can we

reduce that cost?• Are we paying for them or are they from

organic search?

Profitability of channel

and customers

Reviewing Performance

Google Analytics Overview report

• Monitor trends in traffic coming from search• Measure peaks and troughs• Comparison with other marketing channels

Traffic sources report• Determine where our visits are coming from, percentage of new visits, key

phrases driving a significant number of visits, bounce rate eCommerce tab

• Conversion rate, per visit value, key phrases with a high revenue figure Keywords report

• Analysis for keywords Pivot tables

• To look at data from a different angle and to deepen the analysis Advanced Segments

• To find out how different groups of visitors behave and if current content, messaging and navigation is appealing. Paid and non paid for traffic.

Reviewing Performance

To be obtained from our email service provider:

• Open rate• Undeliverable rate• Unsubscribe rate• Response rate

To be monitored by us:• Visitor numbers to site after

emails sent• Visitors who purchased

To find out:• Which areas customers stay

on longest• Which areas customers leave

(particularly in payment journey)

• Mouseflow.com• Crazyegg.com

• Ask visitors to complete a short survey about their experience on the site (in return for some information/newsletter)

• Ask customers to complete a different short survey

To find out:

• What press coverage Good Intentions is getting

• What are competitors are up to

Email Response Analysis

Customer Feedback Google Alerts

Heat Mapping

Reviewing Performance