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Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
Online marketing plan - Martin Meister
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Online marketing plan - Martin Meister

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This is an Online Marketing Strategy developed for a company in Chile. Includes Plan Proposal, Website Design, SEO, Email Marketing, SEM, Google Adwords and Analytics

This is an Online Marketing Strategy developed for a company in Chile. Includes Plan Proposal, Website Design, SEO, Email Marketing, SEM, Google Adwords and Analytics

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  • 1. Martin MeisterMomentosDulces.cl - Online Marketing Project1INNOVATIVE MARKETING PLANFORTHE SWEET FOOD AND HOMEMADE DESSERTS COMPANY“MOMENTOS DULCES LTDA.”A CHILEAN EXAMPLEMartin MeisterAD 737 – Innovative Marketing Techniques – Boston UniversityProfessor Dr. Andrew BanasiewiczApril 2013
  • 2. Martin MeisterMomentosDulces.cl - Online Marketing Project2Table of ContentsAbstracts................................................................................................................................3Project Proposal....................................................................................................................4Company Overview..............................................................................................................4Company´s Background .....................................................................................................4Company´s Mission and Objectives ...................................................................................5Products and Services .........................................................................................................5Situation Analysis .................................................................................................................6Market Trends.....................................................................................................................6Target Market .....................................................................................................................7Competition ........................................................................................................................7Swot Analysis .....................................................................................................................8Set Marketing Opportunities...............................................................................................8Proposed Online Marketing Strategy.................................................................................9Website Creation.................................................................................................................9SEO Search Engine Optimization.....................................................................................10Social Marketing Websites ...............................................................................................10Email Marketing Campaign..............................................................................................10Search Engine Marketing (SEM) Campaign ....................................................................11Strategy Evaluation............................................................................................................11Online Marketing Plan Implementation ..........................................................................11Website Creation...............................................................................................................11SEO Search Engine Optimization.....................................................................................17Social Marketing Websites ...............................................................................................23Email Marketing Campaign..............................................................................................31Search Engine Marketing (SEM) Campaign ....................................................................35Some Analytics Results ......................................................................................................38Webpage Snapshots............................................................................................................41Conclusions and Recommendations .................................................................................50References............................................................................................................................52Appendices ..........................................................................................................................54
  • 3. Martin MeisterMomentosDulces.cl - Online Marketing Project3AbstractsThe present project addresses the creation and implementation of an Innovative MarketingPlan for the familiar venture Momentos Dulces Ltda., a bakery and pastry shop dedicated tothe manufacture of sweet meals and craft homemade desserts for special local events andparties in Santiago of Chile.To accomplish the project we developed the company´s overview, made a market analysisand proposed and implemented an entire Online Marketing Plan, where we included awhole new website with its associate blog site, an entire online marketing campaignincluding Search Engine Optimization (SEO), enabled a social marketing strategy throughFacebook and Twitter, generated an online Email Marketing sending and a Search EngineMarketing (SEM) hiring a Search and Display Network advertising with Google Adwords.Finally we used Google Analytics to evaluate the results, being the most valuable outcomethe generation of three product quotes, aligned with the goal of four new monthly events.
  • 4. Martin MeisterMomentosDulces.cl - Online Marketing Project4Project ProposalThe bakery and pastry shop Momentos Dulces Ltda. is a small familiar venture dedicated tomanufacture sweet meals and craft desserts for special local events. It is located 25kilometers from Santiago of Chile, specifically the district of Chicureo.Actually the venture generates their clients by the word-of-mouth associated to theirfounders. They believe that having a professional looking website, an integrated socialmedia platforms and online awareness will allow them have more customers, that is whythe objective of this project is to develop and host a brand new website, where customersand prospects will find convenient information related with new products, sweet mealsrecipes, or future activities like cooking workshops. It also needs to have the ability tocapture the prospects´ information through online application forms.After the creation of the new website with its associate blog site, an entire online marketingcampaign will be developed to attract traffic to the site. The campaign will include SearchEngine Optimization (SEO), enabling social marketing through Facebook and Twitter,generation of an online Email Marketing sending, and a Search Engine Marketing (SEM)hiring search network advertising with Google Adwords.Company OverviewCompany´s BackgroundThe Momentos Dulces Ltda. venture started a few years ago here in Santiago of Chile whentheir founders Maritza Cottenie and her daughter Alexandra decided to sell the sweet food
  • 5. Martin MeisterMomentosDulces.cl - Online Marketing Project5and desserts they used to prepare for the delight of their family, relatives and friendespecially for occasions like birthdays, weddings, Christmas in between many others.Now they have a prosperous small family business but still a hobby one, because Maritzaworks as a School Principal and Alexandra is studying Engineering. However, they want togrow and go beyond the word-of-mouth, capturing new customers. Maritza thinks that thiswould be an excellent initiative when she retires and Alexandra is willing to spend time inthis venture because she loves cooking.Company´s Mission and ObjectivesThe mission of the company is to provide craft sweet food and homemade desserts, usingthe best natural ingredients to satisfy high-end customers that want to use them toaccompany their special family events.By the other hand, for their founders the venture mainly meets two objectives: be a highsatisfying hobby and the source of additional incomes.Products and ServicesAt the present they sale sweet foods like cakes, kuchens, pies, cheese cakes, bonbons,cookies, mousses, flans and light preparations, in between many other kind of desserts.These products are manufactured upon request and are delivered for special family eventsor occasions. Besides this, they periodically organize cooking workshops, mainly for kids.
  • 6. Martin MeisterMomentosDulces.cl - Online Marketing Project6Situation AnalysisAs we mentioned this is a small family venture inserted in the competitive and atomizedmarket of sweet meals, where we find pastry, bakery and dessert manufacturer and traders.In this context they would like to consolidate their presence in a specific geographic sectorof the Chilean capital Santiago, especially the high-end homes from the north of the city.The short-term goal will be to satisfy 4 events per month, doubling the actual performance.Insofar this goal is reached; the founders will analyze the possible growth strategies, whichcan include the development of new products and services, expand to new geographiclocations or include new distribution channel like wholesales.Market TrendsThere are not many studies related with sweet meals like desserts, ice cream, or cakes orpies in Chile. On the other hand, the suppliers like bakeries and patisseries are wide anddisperse, without mentioning the supermarkets, most of them having their own patisseries.Said this, according to a research made by the market intelligence company Latin AmericanMarkets, the consumption of desserts and ice-cream has grown almost 25 percent up to2005 thanks to premium products, estimating that about 80 percent of all the households inChile consumes prepared desserts. Also, customers are increasingly getting moredemanding, looking for new flavors and textures, wanting to enjoy with more unique andvaried products (LAM, 2005).To have an estimation of the potential market growth we can see the ice-cream market,which positions Chile as the major consumer in all Latin America, reaching almost 8 liters
  • 7. Martin MeisterMomentosDulces.cl - Online Marketing Project7per capita, but far from the US market, that steep near the 20 liters per capita (Estrategia,2010).Target MarketThe primary customers will be the high-end households from the north of Santiago,specially the districts of Chicureo, Huechuraba and Lampa. We distinguish that the decisionmaker will be housewives with kids, who have short time or do not know how to preparesweet meals and desserts, make the appropriate combinations with the event occasion anddo not want “industrial food”. Rather, they want homemade craft food prepared fromnatural ingredients.CompetitionAs we mentioned, the sweet meals market is very wide and disperse, with low entrybarriers. Their main actors are represented by well-established bakeries, patisseries andsupermarkets that have a wide extension over the city, some of them with multiplebranches. After them we have local stores that only serve specific geographic zones andsegmented companies who manufacture specific products like birthday or wedding cakes,funny meals or cookies.For the more information about competitors see Appendix 1 for the analysis of threecompanies that manufacture similar products to Momentos Dulces Ltda.
  • 8. Martin MeisterMomentosDulces.cl - Online Marketing Project8Swot AnalysisTable 1: Swot Analysis SummaryStrengths WeaknessesGeographic location No history, comes from amateur hobbyCommunity knowledge No storeCooking expertise Website AbsenceHome delivery Founders have other formal activitiesFounders enthusiasmOpportunities ThreatsMarket growth Supermarkets offer cheap productsIncreasing natural food requestsPotential entrance of a fine bakerystorePotential customers´ lack of timeMost competitors dedicated only tocakesSet Marketing OpportunitiesSince this venture is starting as a more formal company and does not have a physical store,one of the greatest marketing opportunities is having a website, enabling potentialcustomers to watch their products, the past and future events and workshops, look fornatural recipes and interact directly with the founders and in between them. Because ofcommunities´ knowledge and the word-of-mouth strategy that the owners have fallowed itis crucial to include social medias marketing like a blog, a Facebook page and a Twitteraccount, allowing the customers´ and incrementing their loyalty. The website will be hostedin the US but with a Chilean domain: www.momentosdulces.cl (sweet moments).
  • 9. Martin MeisterMomentosDulces.cl - Online Marketing Project9After enabling the site, the major objective of the online marketing plan will be to drivevisits to the website, generate online quotes, and finally sales.Proposed Online Marketing Strategy1. Design and host the MomentosDulces.cl website.2. Optimize web organic search positioning by optimizing keywords.3. Enable social media platforms like Facebook and Twitter, including a blog site.4. Generate an email marketing campaign.5. Conduct SEM Google Adwords campaign.Website CreationDesignThe website will need a professional look because we are reaching high-end householdsand the referent competitors´ sites look like that (see Appendix 1). Another important issueis the functionality; we have to remember that the target market does not have too muchtime to spend in a difficult navigation site; we need to design an easy to use one, wherethey can find the relevant information like the category of products, testimonials, blog,prices, ways of contact, etc.Content, Customization, Community and CommunicationThe website´s objectives will be to serve as an online catalog where potential customers cannavigate and find the best combination of sweet meals and desserts for their special events.To accomplish this, the site needs to have a clear display of products, with photos, prices
  • 10. Martin MeisterMomentosDulces.cl - Online Marketing Project10and the ingredients. The other important issue is being a point of contact for the customers,where they can ask for recipes, ask advice of sweet meals combinations, know the lastproducts developed, and any other issue that they would like to share. We have toremember that up to here all the sales have come from the word-of-mouth, which is why wehave to enable all the possible platforms to increase the social networking. This sense ofcommunity will be supported by satisfied customers.SEO Search Engine OptimizationAn organic search engine positioning will be developed, carefully choosing the rightkeywords to increase the search engine ranking and consequently drive more visits to thewebsite. The words will be related with the type of products and service´s attributes, thetarget market, geographic location, and any other particular characteristic. We will make alist of potential keywords and then run tests through Google.Social Marketing WebsitesWe will create a Facebook page to be a point of customers´ contact, allowing the referralsincrease, mainly because almost 80 of consumers trust peers recommendations (Newlands,2011). Also a Twitter account will be opened to notify about new products, workshops orrelevant information for the followers. A blog site will be created to include all the content.Email Marketing CampaignAn email marketing campaign will be developed using the internet based tool provided byMailChimp.com. For test purposes the mail list will be BU students, friends and relatives.
  • 11. Martin MeisterMomentosDulces.cl - Online Marketing Project11Search Engine Marketing (SEM) CampaignThe online marketing strategy will focus on organic methods, however we will use GoogleAdwords search and display network to increase the website´s visits identifying the relatedkeywords.Strategy EvaluationSince the company did not have any presence on the web, it is difficult to develop anoptimal evaluation. However we will track three events: (1) Web organic search position,(2) amount of visits to the site, (4) Facebook and Twitter followers and finally (4) theamount of quotes.Online Marketing Plan ImplementationWebsite CreationAs we mentioned the first step of the online marketing strategy is the creation of thewebsite itself. There are lots of issues to take in consideration when developing a website,and has to deal with the design and functionality both balanced in the proper measure. Agood design is not just about how the site looks; it is made up by three non-technicalcomponents: the aesthetic design, the informational design and the interface design (Collis,2008).
  • 12. Martin MeisterMomentosDulces.cl - Online Marketing Project12The aesthetic design is how the site looks; in our case we tried to make it look nice andfriendly, with good pictures and a rotating header banner, a company logo, funny andmedium-big typos, not much information and clear sections and buttons.The information design deals with how efficiently and effectively customers can find anddigest information, in our case every page did not have more than 200 words, with a cleartitle and instructions.Finally the interface design considers the arrangement and make up of how users caninteract with the site, this means the menu bar, components, banners and forms making theexperience of using the website easy, effective and intuitive. Taking this in consideration,the site was designed with a clear menu bar, internal search capabilities, “follow us” andshare social media buttons, newsletter subscription, testimonies and recommended productsbanners.In the next page we can see the home page with the most important characteristics wementioned. The header, menu and right side column stays the same for every page.
  • 13. Martin MeisterMomentosDulces.cl - Online Marketing Project13Another critical issue is the products´ display, for that purpose we developed a list ofproducts´ category (as seen in the snapshot bellow) and by clicking one of them we accessthe category gallery where we find the different offers. For those customers that want moreCompany´s LogoRotating BannerEasy Navigation BarSocial Medias ButtonsSearch OptionSubscription CapabilityOnly Relevant InformationSocial Medias ShareClear Title2nd way linked infoNice and Friendly TyposRotating Testimonials
  • 14. Martin MeisterMomentosDulces.cl - Online Marketing Project14details, they can click any photo and get a display with the detailed products and its mostimportant characteristics.Finally and not less important we developed a contact form, linked in the menu bar and indifferent sections and pages of the site. The contact form helps gathering information ofProducts´ CategoryProduct DisplayCategory Gallery
  • 15. Martin MeisterMomentosDulces.cl - Online Marketing Project15customers, their concerns and complains and most important sale leads to be transformed inorders.Website First EvaluationAfter running our first Email Marketing and SEM Google Adwords campaigns (specificdetails in the respective section) we saw by analyzing the Google Analytics´ visitors flowthat the mail requests (3 sale leads) passed through the About us, Delivery and Services-Prices pages, showing that people need to be informed before requesting a quote and do notwaste time in collateral pages.Contact Form
  • 16. Martin MeisterMomentosDulces.cl - Online Marketing Project16Interesting information came from the Page view report that indicated that theProducts/Cakes, Products, Home, Services+Prices and About Us pages were the ones withthe higher page views, with a total of 66%. This rate excluded the entrance pages to avoidthe obvious impact of the Adwords campaign.
  • 17. Martin MeisterMomentosDulces.cl - Online Marketing Project17As recommendations, we suggest enriching the products´ page, generating more awareness,more details, put prices and call to action buttons to prevent leaks to other pages or dilutecontact generation.SEO Search Engine OptimizationThe second stage of our Online Marketing Plan was to obtain an optimum Search EngineOptimization (SEO) for the website, for this purpose the first and most important task wedeveloped was the keyword election. The keywords are the phrases or terms that a site hasand by the ones it is going to be found in the internet searchers. A good keyword electionalong with its use in the body, the title and description tags of all the website´s pages canincrease the probabilities of a higher search rank (using the specific keywords) andconsequently more visits to the site.Before we started the keyword seeking and SEO enhancement, almost all the landing pageshad their correspondent text, links and photos, but not created from the keyword´s point ofview. Even more, the majority of the words were not tested or contrasted with any searchengine, not knowing their popularity, relevance or use by competitor websites.Notable case was the webpage´s first title “Postres Caseros para Despacho” (HandmadeDesserts for Delivery), not really SEO focused.
  • 18. Martin MeisterMomentosDulces.cl - Online Marketing Project18Strategy to get the KeywordsStarting with the strategy, the first thing that we did was to use the Google Adwords´Keyword Tool to start testing and populating possible keywords for the site. In our case weestablished the location to Chile, with all languages and exact phrase match.
  • 19. Martin MeisterMomentosDulces.cl - Online Marketing Project19The result was a list of potential words to be used, and recommendations for otherpotentially relevant ones that we can see in the next snapshot of the Google´s KeywordTool page.To complement the list of words we tried to use the tool “Find Keywords” fromWordtracker.com. Unfortunately this tool only finds keyword searches for the US and UK,which was inappropriate or not effective for Chilean searches. A thing to say, it was veryuseful in looking for potential variation of keywords, the ones we tested in GoogleAdwords.
  • 20. Martin MeisterMomentosDulces.cl - Online Marketing Project20With all the potential keywords gathered from the different sources we constructed a longlist of 109 words and phrases; see Appendix 2 for a selection of the 30 most importantones. These keywords were tested in three ways: by the Google´s Keyword Tool, Googlesearches and the use by competitors’ sites, resulting in a short list of 11 relevant keywordsranked by search popularity, relevance and competition use. We also determined in whichlanding pages this words were relevant to use for the title, description, meta keywords andbody text.
  • 21. Martin MeisterMomentosDulces.cl - Online Marketing Project21TABLE: TOP of Keywords - MomentosDulces.cl websiteKeywords (amount) (H, M, L) (H, M, L) Link PagesPopularity Relevance CompetitionTortas a domicilio 140 H H ALLPostres a domicilio 46 H M ALLPasteles a domicilio 58 M H ALLTortas a pedido 210 H M HOME. QS, SP, CONTACTO, TESTVenta de tortas 73 H M HOME. QS, SP, CONTACTOTortas infantiles 1600 H M HOME, QS, SPTortas para cumpleaños 140 H M HOME, QS, SP, TESTTortas para matrimonio 110 M M HOME, QS, SP, TESTPostres para matrimonio 73 M L HOME, QS, SP, TESTTortas de novios 3600 M M HOME, QS, SP, TESTTortas para bautizo 320 M L HOME, QS, SP, TESTWebsite OptimizationThe last stage was to use this optimized keywords to complete and develop for each landingpage the appropriate title, description, meta keywords and enriched content. For thispurpose we used the Wordpress´ All in One SEO Pack plugin.Here we see an example of the “About Us” page:
  • 22. Martin MeisterMomentosDulces.cl - Online Marketing Project22Search Optimization EvaluationSince the website and domain had less than a couple of weeks of creation, it is was verydifficult to have organic visibility on internet, especially when running engine searches.Doing a search test on Google.com we found that for selected keywordsMomentosDulces.cl did not appear; even more it was not ranked yet.This is consistent on how organic SEO works, even performing all the necessary tasks toenhance search ranks, it can take between 30 to 180 days or more to generate results(Martinez, 2011) and will depend on the quality and quantity of the inbound links, thedomain´s age, the site´s authority and primacy, and all the keyword selection andimplementation in the pages title, description and body text editing (Grappone & Couzin,2011).Taking this consideration we ran a test with Rankingtoday.com for the home pageMomentosDulces.cl to evaluate the performance of the variables we controlled: the pagestructure, meta tags, keyword density and link bounds. After running the test we foundsome problems with the images weight, meta description and meta keywords lengthy,keyword stuffy and some broken links. Details are found in Appendix 3.
  • 23. Martin MeisterMomentosDulces.cl - Online Marketing Project23After fixing the detected problems, the performance increased in almost all the topics, asseen in the final Rankingtoday.com evaluation output:Social Marketing WebsitesAfter developing the site momentosdulces.cl and enhancing the search engine capabilitiesby the correct SEO strategy we needed to generate inbound links, and one of the best’sways to accomplish that goal was to develop a Social Media Marketing Strategy, becausetoday’s social platforms are more that driving buzz; they are generating real purchases andother real-world decisions (Thomas, 2011). This means that having social outlets like blogs,Facebook, Twitter or LinkedIn in between others, can really open up new access points for
  • 24. Martin MeisterMomentosDulces.cl - Online Marketing Project24businesses, leveraging the creation of content, context, connection, and community, alsoadding leads generation, nurturing, and sales conversion (Jantsch, 2009).Social Media StrategyAs we mentioned, an active presence in social media environment will increase theprobabilities of having inbound links for the website, that is why we created a Blog site, aFacebook page and a Twitter account. The main site and the blog page were created to tieall the social media activity.The primary website – www.MomentosDulces.clAs we see in the bellow snapshot, the main page has some buttons and links that connect tosocial medias sites and pages. In the right side bar we see the Twitter and Facebook buttonsthat takes to the respective accounts, also RSS connection was included, every page has thecapability to share all the content, and finally the main toolbar has a button that links to theBlog site www.Blog.MomentosDulces.cl.
  • 25. Martin MeisterMomentosDulces.cl - Online Marketing Project25Social Medias ButtonsSocial Medias ShareBlog´s Link
  • 26. Martin MeisterMomentosDulces.cl - Online Marketing Project26The Blog Site – www.Blog.MomentosDulces.clThe blog site is one of the most relevant pieces of the social media marketing strategy; herewill can allocated important content, the doorway to all the other social marketing.Link to Main SiteBlog LinkLink to Main SiteLink to Main SiteLast PostLast NewsBlog´s Categories
  • 27. Martin MeisterMomentosDulces.cl - Online Marketing Project27According to Thomas (2011) blogging activity can bring several business benefits, inbetween the most important we can mention: drive traffic via the production of newcontent, allows free feedback and function as focus groups, give the organization a humanface, demonstrate customer service in full view, help reputation management and growth ofusers base.The relevant point is to share content that is important for the potential customers, in ourcase share different types of dessert recipes, post important advices of cooking, giveawareness of new products, events and workshops, also including periodical testimonies.The blog site´s design also had information about the company, how to contact us, a link inthe toolbar to the main site, and the blog link where the content is allocated.Three functional boxes were displayed to strategically attempt to drive visits to the mainsite. Finally, in the right column we created widgets with categories, the last news, theupcoming events and much more.
  • 28. Martin MeisterMomentosDulces.cl - Online Marketing Project28As an example, we can see a post of a “Homemade Flan”The Facebook Site – www.Facebook/PastelesMomentosDulcesA Facebook page can boosts business because it can go beyond simple relationshipbuilding. In between others, it can build awareness, brilliantly distribute information, createcommunity, offer additional low-cost customer service and can boost sales (Thomas, 2010).To take advantages of these characteristics the Facebook page was created to prioritize thecommunity formation. To accomplish this objective it is crucial the owners´ engagement.The community starts with them, and as far as they contact with friends, relatives andneighbors the “fans” will grow.
  • 29. Martin MeisterMomentosDulces.cl - Online Marketing Project29To attract and form the community it is important to include all the new products, activitiesor recipes developed and post them with lots of photos. All the community needs toparticipate, so the events and parties´ chronicles are a must.
  • 30. Martin MeisterMomentosDulces.cl - Online Marketing Project30The Twitter Account – www.Twitter/PostresMDAs a media of “instantaneous” messages a Twitter account was opened to serve as aprimary source of news, related with events, new products or announces that new photos orrecipes are available in the main site, blog site or Facebook page.A final consideration to mention is the integration of the different platforms, one of theclues to success in Social Marketing. That is why a plugin was installed in the Blog´swebsite to enable the possibility of simultaneous information spread. As an example we can
  • 31. Martin MeisterMomentosDulces.cl - Online Marketing Project31see “Publicize” that automatically allows the population in Facebook and Twitter of a postmade in the Blog site.Email Marketing CampaignFor this campaign we used the free option that offers the Mail Chimp Company(www.mailchimp.com). This allowed us create, send and track the first Newsletter andgenerate a widget in the website to gather website´s follow-ups, especially the ones thatcome from organic and paid searches. This will be very import in the near future becausehere it can be collected subscribers´ emails (see Appendix 4).Campaign´s ObjectiveThe objective of this first campaign was to drive visitors to the site, especially the Home,Products, and the Delivery pages. As recipients´ list were known people (BU classmates,friends and relatives) the clicks-through objective was set in 10%, far more than theaverage (MailChimp, 2013).
  • 32. Martin MeisterMomentosDulces.cl - Online Marketing Project32Subscribers ListThe first step of the campaign was the creation of the recipients list. For this we importedan AD 737 on-campus students list, some students from the AD 737 online class andfriends and relatives emails. We gathered 39 emails who received our Newsletter.Campaign´s InformationIn the bellow snapshot we can see the most important setup parts of the campaign. You willnotice that we enabled the possibility to tweet and publish the newsletter on Twitter andFacebook respectively (see Appendix 5 for the online publication results).
  • 33. Martin MeisterMomentosDulces.cl - Online Marketing Project33Marketing PieceNext we designed the advertising piece, in this case the first Newsletter. The objective thatwe traced was to create company´s awareness related to its goal “Buy Special Dessertpreparations”, the products offered, the home delivery service, information about recipesand called to visit the website and blog. We also highlighted the brand, the company´s logoand generated a Facebook and Twitter buttons.
  • 34. Martin MeisterMomentosDulces.cl - Online Marketing Project34Email Marketing Campaign ResultsAs we see, there was a 100% email receptions, more that 50% opened the advertising pieceand the 13% of them visited the websites. As expected, the opens came from the US andChile, where the subscribers lived.Interesting information came from the “Click Map Panel” (see Appendix 6) that showed theclicks distribution. The 50% went to the main site, the other 25% clicked the Recipes title,the 12.5% went to the products page and finally the last 12.5% landed in the blog site.
  • 35. Martin MeisterMomentosDulces.cl - Online Marketing Project35One issue to investigate is that people almost did not click the photos, despite all of themwhere hyperlinked.Search Engine Marketing (SEM) CampaignThis campaign was run for 6 days within Google Adwords, was created on April 11 2013ending on April 16 of the same year. To enhance the results we created three Ad Groupswith different keyword each one (see Appendix 7) and used a limit budget of 46.4 dollarsor 21,703 Chilean pesos (clp).The first Ad was related with cakes “The Best Cakes” and the keywords were all thevariations of target events, company´s services and cake types. The second Ad was relatedwith desserts “Sale of Delicious Desserts” and we used more generic keywords associatedto the business itself and the products offered. Finally, the third Ad was related withpastries and pies “The Best and Delicious Desserts” and the keywords had the pastry anddessert name on almost every one.
  • 36. Martin MeisterMomentosDulces.cl - Online Marketing Project36The campaign was set up for Search and Display, including all networks and devices, to bedisplayed in the country of Chile, with automatic bidding and CPC bid limit (see Appendix8). We started with a daily budget of clp 2,000 or 4.2 dollars, raising it in the third day toclp 4,000 (8.4 dollars) ending with clp 5,000 (10.5 dollars) limit for the fourth day.Campaigns ResultsThe total campaign reached 363 clicks in the 6 days; the Search campaign had 255 clickswith an excellent Cost Through Rate (CTR) of 2.03% and an average CPC of clp 61. By theother hand, the Display campaign reached 108 clicks with a lower CTR of 0.31% and anaverage CPC of clp 36.At a first glance we could evaluate the Search campaign as the most valuable with the 70%of all the clicks, but if we take in consideration de total cost, the Search campaign absorbedthe 82 of the budget, simply because the average CPC of the Display campaign was onlyclp 36, almost half cost of the Search one.
  • 37. Martin MeisterMomentosDulces.cl - Online Marketing Project37If we look at the individual Ads we see that they had different behaviors. Comparing thethree of them we see that the first one “The Best Cakes” had the most interestingparticipation, with 187 clicks (52% of all), a 1.26 CTR and an average CPC of clp 43. Thiscould be because the most clicked keywords were far from generic: “children´s cakes”,“birthday cakes” and “cakes for sale” (see Appendix 7) compared with the second Ad“Delicious Desserts for Sales” that had more generic keywords in between the mostclicked: “pastry”, “desserts” and “cakes”.
  • 38. Martin MeisterMomentosDulces.cl - Online Marketing Project38As this was the first paid campaign with the new website it is very difficult to evaluate theresults, despite this we received three customers´ quotes requesting some of the company´sproducts. From all points of view we can consider this a total succeed (see Appendix 9).Some Analytics ResultsFrom Google Analytics we gathered some preliminary information that can be used toenhance the performance of the new site. We started measuring on April 13 2013 and weclearly see that traffic was generated between that date and April 17, mainly because thatwas the end of the Google Adwords campaign.See the chart below for the most important visits´ details:
  • 39. Martin MeisterMomentosDulces.cl - Online Marketing Project39In respect of the visits´ origin, we see that 93% came from Chile and only 6% from the US,aligned with the Adwords and MailChimp campaigns.One interesting issue to highlight is the internet´s connection origin; the 20% visited thewebpage using a smartphone but with a higher bounce rate (58% versus 51%). This can beexplained because originally the site was developed only considering traditional computers.In respect to the traffic´s source, we see that almost 80% came from Search and Referral(Display) traffic, both generated from the Google Adwords campaign. The rest were directvisits, not detecting at the moment organic search visits.
  • 40. Martin MeisterMomentosDulces.cl - Online Marketing Project40Search and Referral sources had similar bounces rate (50% and 51% respectively) but oneimportant issue to investigate is that searches related with Google had only a 40% bouncerate (see Appendix 10 for sources details).Finally, the most visited pages were Cakes, Products and the Homepage with almost the66% of all the page views. One thing to mention is the high bounce rate of the Cakes´ pagecompared with the Products one. This makes us reappraise the landing pages for futureAdwords campaigns, because we used both pages and it seem that one is more appropriatethat the other.
  • 41. Martin MeisterMomentosDulces.cl - Online Marketing Project41Webpage Snapshots
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  • 50. Martin MeisterMomentosDulces.cl - Online Marketing Project50Conclusions and RecommendationsAfter developing and implementing the whole online marketing strategy we can evaluatethe results as very positive. We generated online awareness and gathered visits to the site,in almost 10 days of operation 300 people visited the website, with more than 760 pageviews and most of all, three product´s quotes for potential sales.We developed the bases for the future growth of the company like a Blog site, a Facebookpage and a Twitter account, and gained the experience to implement the next EmailMarketing campaigns with MailChimp and Search Engine Marketing (SEM) campaignswith Google Adwords, while we wait for the Search Engine Optimization (SEO) to takeplace and direct us organic visits.Now as recommendation we see in relation with the website that it is necessary to populatethe products´ page with more recipes, photos and related content, also include moreinformation like specific prices and include more “call to action” buttons. Is important tostudy the convenience of developing specific content for smartphones searches, rememberthat 20% of the visits were made by these devices.Organic SEO is the best and cheapest way to gather visits to the websites, but it is slow ingiving results, that is why we recommend implementing all the strategies to accelerate theprocess like generating relevant inbound links, enroll the website in vertical portals andrelated content web portals.For making a Social Medias strategy to work is critical the owners´ engagement, fan andfollowers do not come alone. We recommend start inviting friends, relatives, neighbors and
  • 51. Martin MeisterMomentosDulces.cl - Online Marketing Project51generate content and awareness with new products, recipes and workshops. Also videos canbe created showing how the products are manufactured.The MailChimp campaign can be improved by placing in the marketing piece more “call toaction” buttons related with special offers, discounts, savings or special contests. Theowners can start sending emails to the near condos.Finally, the results of the SEM Adwords campaign brought visits and quotes; however werecommend using more accurate keywords like long tail ones to maximize the ClickThrough Rates.
  • 52. Martin MeisterMomentosDulces.cl - Online Marketing Project52ReferencesRyan, D., & Jones, C. (2012). Understanding digital marketing, 2ed Ed. Philadelphia, PA:Kogan PageNewlands, M. (2011). Online marketing. West Sussex, UK: Wiley PublicationThomas, L. (2011). Online marketing. New York, NY: McGraw-HillGrappone, J., & Couzin, G. (2011). Search engine optimization: An hour a day.Indianapolis, IN: Wiley PublishingKanabar, A. (2012). Innovative Marketing Techniques Lectures – AD 737 Course. Boston,MA: Boston UniversityEstrategia (2010, December 20). Chile es el N°1 en consumo de helados en Latinoamerica.Retrieved on March 17, 2013 from http://www.estrategia.cl/detalle_noticia.php?cod=35814LAM (2006). Chile-Mercado de alimentos. Latin American Markets. Retrieved on March17, 2013 from http://www.latinamerican-markets.com/chile---mercado-de-alimentosCollis (2008, December 3). The 3 Components of good web design. Retrieved on April 19,2013 from http://psd.tutsplus.com/articles/the-3-components-of-good-web-design/Martinez, M. (2011, December 7). How long does it take SEO to work?http://www.seo-theory.com/2011/12/07/how-long-does-it-take-seo-to-work/Jantsch, J. (2009). Let´s talk. Social Media for small business. Retrieved on April 7, 2013from http://www.ducttapemarketing.com/socialmediaforbusiness.pdf
  • 53. Martin MeisterMomentosDulces.cl - Online Marketing Project53MailChimp (2013). MailChimp support web page. Retrieved on April 21, 2013 fromhttp://kb.mailchimp.com/article/whats-the-best-way-to-get-started-with-mailchimpGoogle Adwords (2009). Growing your business with Adwords. Retrieved on April 11,2013 from http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en//adwords/pdf/hc/growing_adwords_en.pdfRaehsler, L. (2012, December 26). What is a good click-through rate for PPC? Retrieved onApril 19, 2013 from http://www.clickz.com/clickz/column/2186867/click-rate-ppc
  • 54. Martin MeisterMomentosDulces.cl - Online Marketing Project54AppendicesAppendix 1 – Competitors WebsitesDulcería El Ingenio website (www.elingenio.cl)Family business that was established in 1975 offering more than 300 homemade craftrecipes. They use natural ingredients that come from their own organic trees andvegetables. Besides their country side farm they have 3 stores located in high-end districtsof Santiago and they also deliver upon request.Regarding to their site, it has a professional look, easy to navigate with a good display ofproducts and prices. Has Spanish/English version, but does not have online paymentcapability, social medias presence, content like recipes information, testimonials ordifferent call to action sections. In summary, it is more like an online brochure, practicallythey do not use any internet marketing strategy and their Google organic positioning ispoor.
  • 55. Martin MeisterMomentosDulces.cl - Online Marketing Project55Panadería y Pasteleria Fina Crocante) website (www.crocante.cl)This is another family business with a tradition of 4 generation formally established inSantiago the year 1997. They offer their own exclusive recipes to be tasted in their coffeeshop or for buying in their only location, a store based in the upper class district LasCondes. They dedicate to salty and sweet bakery products, with a wide range of products.Their site has a professional look with a great variety of products, but they do not mentionprices or on-request special preparations. It is not e-commerce enabled, uses Google mapsfor their location, and has important contact information visible and a Facebook banner toconnect. Their Facebook page is very basic, with low movement. As the first website wementioned, they also look like an online brochure.They actually use Google Adwords in the way of search network. Has a bad keywordorganic positioning and apparently do not make any other internet marketing efforts.
  • 56. Martin MeisterMomentosDulces.cl - Online Marketing Project56Dulcería Presidente Riesco website (www.tpriesco.cl)Finally we have the third company, the sweet shop “Presidente Riesco”. As the othercompanies they are located in the upper class districts of Santiago and have 7 branches, alsoits site looks like and serves as an online brochure. In this case the difference is that it ismore difficult to navigate in the products´ section, has clear contact information, no e-commerce or social medias enhancements.They have a great Google positioning, appearing in the first Google pages for all the importsearch keywords.
  • 57. Martin MeisterMomentosDulces.cl - Online Marketing Project57Appendix 2 – SEO Keywords SelectionTABLE: Long List of Keywords - MomentosDulces.cl websiteKeywords (amount) (H, M, L) (H, M, L) Link PagesPopularity Relevance Competition1 tortas 8.100 H L In all pages2 postres 3.600 H L In all pages, BLOG3 postres light 110 M L PRODUCTOS, LFF4 postres caseros 320 M L BLOG5 kuchen 6.600 H L PRODUCTOS, KP6 flan de chocolate 58 L L PRODUCTOS, MFB7 mousse 480 M L PRODUCTOS, MFB8 mousse de chocolate 1.600 H L PRODUCTOS, MFB9 Pasteleria 2.900 H L In all pages10 Reposteria 2.400 H M In all pages11 tortas a domicilio 140 H H In all pages12 postres a domicilio 46 H M In all pages13 dulces a domicilio 12 H H In all pages14 pasteles a domicilio 58 M H In all pages15 tortas a pedido 210 H M HOME. QS, SP, CONTACTO, TEST16 venta de Tortas 73 H M HOME. QS, SP, CONTACTO17 venta de Pasteles 16 H L HOME. QS, SP, CONTACTO18 postres para eventos 12 H L HOME. QS, CONTACTO, SP, TEST19 tortas Infantiles 1.600 H M HOME, QS, SP20 postres para niños 46 M L BLOG21 dulces para niños 12 M L BLOG22 tortas para cumpleaños 140 H M HOME, QS, SP, TEST23 postres para cumpleaños 12 H L HOME, QS, SP, TEST24 tortas para matrimonio 110 M M HOME, QS, SP, TEST25 postres para matrimonio 73 M L HOME, QS, SP, TEST26 tortas de novios 3.600 M M HOME, QS, SP, TEST27 pasteles de novios 16 M L HOME, QS, SP, TEST28 tortas para bautizo 320 M L HOME, QS, SP, TEST29 Pasteleria a domicilio 16 H L DD, SP30 Reposteria a domicilio < 10 H L DD, SP
  • 58. Martin MeisterMomentosDulces.cl - Online Marketing Project58Appendix 3 – RankToday.com Optimization
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  • 61. Martin MeisterMomentosDulces.cl - Online Marketing Project61Appendix 4 – MailChimp Subscription Form
  • 62. Martin MeisterMomentosDulces.cl - Online Marketing Project62Appendix 5 – Email Marketing – Facebook & Twitter
  • 63. Martin MeisterMomentosDulces.cl - Online Marketing Project63Appendix 6 – Click Map Panel
  • 64. Martin MeisterMomentosDulces.cl - Online Marketing Project64Appendix 7 – Google Adwords - Results by Keywords
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  • 66. Martin MeisterMomentosDulces.cl - Online Marketing Project66Appendix 8 - Google Adwords Campaign General Settings
  • 67. Martin MeisterMomentosDulces.cl - Online Marketing Project67Appendix 9 – Customers´ Quotations
  • 68. Martin MeisterMomentosDulces.cl - Online Marketing Project68Appendix 10 – Google Analytics Traffic Source

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