Target archetype: Sheri.A young, digitally savvy mom who prides herself insaving moneyUses the web to:• Stay connected• Seek advice and information• Shop and learn about products• Meet others like herself• Simplify the many dimensions of her life
What is Bisquick.com now?A refrigerator.The site currently holds informationabout its products and shows basic recipes(and it’s cold).
What should Bisquick.com be?A kitchen.Bisquick.com should be a hub for livelyconversations about breakfast by providingand inviting comprehensive recipe guides formoms and related activities for kids.
Our game plan: AT T R A C T E N G AG E E X P LO R EATTRACT Sheri and other ENGAGE Sheri with content Encourage Sheri to EXPLOREpancake lovers through TV on Bisquick.com that inspires Bisquick products and spreadcommercials, print and enables her to enjoy her recommendations &executions, and online media. preparing breakfast. purchases to other moms.
Our ingredients: USER RECIPES EDITORIAL ACTIVITIES CONTENT FOR KIDS DYNAMIC COUPONS
User Recipes:• Encourage user submissions• Introduce a ranking system for recipes and submitters• Allow for sharing via social networks & email• Create “save-to-phone” functionalityWhy?Nearly 40% of home cooks prepare meals every day. And morethan half search for recipes at least once a week165% of moms now rely on social media, text messaging, andinstant messenger2Adding recipes helps with organic SEO rankings
Activities for Kids:• Printable placemats to color-in• Pancake height chart to measure yourself in pancakes• Custom “Invitations” to breakfast using (digital) pancake batter• Guides to making custom pancakes with kidsWhy?Create demand for bisquick through kidsMom & child are shopping are the new shopping duo2
Dynamic coupons:• Create a social Groupon-style coupon mechanism• Establish partnerships for contextually relevant coupons ie. with Disney to make Mickey Mouse-shaped pancakes and receive special promotional items• Increase prominence of nutritional information on coupons• Future: Mobile coupons for use in mobile payment systemsWhy?66% of moms surveyed said coupons were the mostimportant feature of a food related site3
Editorial content:• Add relevant posts and authors from popular momblogs/bloggers• Develop a newsletter with new recipes andcontextually relevant product updatesWhy?96% of women say that if they like your product, they willrecommend it to ‘everyone they know’5Moms trust word of mouth6
Desired result: Visit supermarket to purchase Bisquick Visit bisquick.com for recipes, coupons, and activities