Working With Goya Foods To Rock Digital Marketing

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Flightpath leads the digital marketing efforts for Goya Foods, working with several agencies to create a successful digital marketing campaign. 2013 saw significant successes for Goya. Find out more in this slide deck, presented at BDI in New York by Flightpath President Jon Fox.

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  • But I’m here to discuss our work for Goya FoodsOne of our oldest clients
  • Two Segments: General market women who may know of Goya but are not familiar with it’s productsWomen know as “Acculturated Latinas” who grew up with Goya and who have strong emotional ties to the brand. Shedoesn’t mind Goya targeting GM consumers as long as the brand remains genuine and true to its background/heritage
  • General Market: thus influence trial
  • There are many players at the table, working together.
  • Content strategy focused on recipes/product usage.Recipes, food photography, videos/how-tos
  • Built a test kitchen at NJ headquarters.
  • Optimized.More than 500 recipesUpdated seasonallyNutritional infoDe-emphasized product categoryOrganic & KosherCoupons
  • This goes back to goal of reaching general market and extending the brand.
  • Recipes are the most popular content categoryMore than 69% of unique pageviews are on recipe pagesUsers tend to dig a little deeper into the contentPaid media is responsible for 45% of the site’s traffic over the last year. Traffic is highly ad dependent.
  • List Growth: Promotions, WebsiteScrolliing or multipart email on one page (one chrome)
  • List Growth: Promotions, Website
  • Joseph Perez, Senior Vice President of Goya Foods
  • Joseph Perez, Senior Vice President of Goya Foods
  • Joseph Perez, Senior Vice President of Goya Foods
  • Usage/RecipesNews & AnnouncementsCommunity/LifestyleHow-ToWhere to BuyCustomer ServiceRetail/Promotion SupportAmbassador EngagementOVERALL, SOCIAL DRIVES BRAND ENGAGEMENT.
  • 2000 Likes, Comments & Shares
  • 4000+Likes, Comments & Shares
  • 2000+ Post Clicks
  • READY FOR LUNCH?
  • Working With Goya Foods To Rock Digital Marketing

    1. 1. Sharing Food &Culture Through Digital Channels Jon Fox – Flightpath @jonfox1 1
    2. 2. 2
    3. 3. Founded in 1994 Constantly Evolving Skill Set Emotional Currency is Central to Our Work 3
    4. 4. AUDIENCE Women, 25-49, who are responsible for making food choices (cooking & shopping) in their homes 4
    5. 5. OBJECTIVES  Increase awareness among General Market  Stay top of mind amongst Acculturated Latinas, and create engagement with our brand 5
    6. 6. AGENCY PARTNERS
    7. 7. WEBSITE PROMOTIONS & COUPONS PPC/DISPLAY EMAIL MARKETING SOCIAL MEDIA TRADITIONAL/ PUBLIC RELATIONS 7
    8. 8. 8
    9. 9. BUILDING AN ACCOUNT MANAGEMENT PRACTICE  Times have changed  Need for guidance and direction in a rapidly changing digital marketplace  Blend deep digital marketing expertise and expertise in key client industries 9
    10. 10. 10
    11. 11. BUILDING AN ACCOUNT MANAGEMENT PRACTICE  Times have changed  Need for guidance and direction in a rapidly changing digital marketplace  Blend deep digital marketing expertise and expertise in key client industries 11
    12. 12. 12
    13. 13. TRAFFIC SOURCES Q3 2013 2% 10% Organic Search Direct Traffic 13% Referring Sites 51% Email Paid Search 24% 13
    14. 14. ORGANIC SEARCH Less dependent on branded keyword traffic VISITOR SHARE Keyword Type 2009 2013 Brand 72% 40% Generic 28% 60% 14
    15. 15. 15
    16. 16. BEFORE 16
    17. 17. AFTER 17
    18. 18. ACCOUNT MANAGEMENT: KEY TASKS  Oversee account/project activities; adhering to internal and client deadlines  Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes  were client at first of ―WeDay-to-dayshy contact; leading calls with the client.  Client engagement expectations: being directly involved • Client calls returned within 2 hours in social media.‖ • Emails responded to within 4 hours JOSEPH PEREZ, Meeting notes within 3 hours of SENIOR•VICE PRESIDENT OF GOYA FOODS meetings • Client follow-up no later than 5 days after receipt of content for review  Keep up-to-date on industry and consumer trends for application to client strategies and programming efforts 18
    19. 19. ACCOUNT MANAGEMENT: KEY TASKS We were of the thinking that to internal and client deadlines Oversee account/project activities; adhering social media wasn’t the right  Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting notes medium to reach our target  Day-to-day client contact; leading calls with the client. audience, but on the contrary,  Client engagement expectations: food •and recipes are some Client calls returned within 2 hours very •popular topics of 4 hours Emails responded to within • Meeting notes within 3 hours of meetings conversation in social media.‖ • Client follow-up no later than 5 days after receipt of content for review JOSEPH PEREZ,  Keep up-to-date on industry and SENIOR VICE PRESIDENT OF GOYA FOODS consumer trends for application to client strategies and programming efforts 19
    20. 20. ACCOUNT MANAGEMENT: KEY TASKS  Oversee account/project activities; adhering to internal and client deadlines ―And so we came to estimates, proposals, memos, timelines, agendas, meeting  Draft client-facing materials: notes realize that we need to be  Day-to-day client contact; leading calls there—helping people findwith the client.  Client engagement expectations: the food recipes and • Client calls returned within 2 hours solutions they're looking • Emails responded to within 4 hours for.‖• Meeting notes within 3 hours of meetings JOSEPH PEREZ, Client follow-up no later than 5 SENIOR•VICE PRESIDENT OF GOYA FOODS days after receipt of content for review  Keep up-to-date on industry and consumer trends for application to client strategies and programming efforts 20
    21. 21. GOYA FACEBOOK DEMOS Majority of fans are females ages 25-44 | Over 85% of fans use Facebook in English
    22. 22. MOST ENGAGING FACEBOOKP OSTS
    23. 23. MOST ENGAGING FACEBOOKP OSTS
    24. 24. MOST ENGAGING FACEBOOKP OSTS
    25. 25. 1% 1% 1% 4% TOP REFERRING SOCIAL NETWORKS: 2013 Q3 34% 59% Facebook Pinterest Blogger Yahoo! Answers reddit Twitter
    26. 26. THANK YOU JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM WWW.FLIGHTPATH.COM 212-674-5600 31
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