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Food Safari - Using Emarkeitng and Social Media

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Food Safari is a local food experience events company. Access all areas to some of Sufolk's most well respected food and drink companies.

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Food Safari - Using Emarkeitng and Social Media

  1. 1. Fiona Hering, Ibis Advantage for Food Safari November 26, 2009 Ibis logo
  2. 2. <ul><li>Field to fork experience days </li></ul><ul><li>Behind-the-scenes at Suffolk’s best food & drink producers </li></ul><ul><li>Farm walks or forays </li></ul><ul><li>Butchery and/or cookery workshops </li></ul><ul><li>Fantastic feasts with beer/wine matching </li></ul>
  3. 3. <ul><li>Founded late 2008 </li></ul><ul><li>First event March 2009 </li></ul><ul><li>Founder Polly, only member of staff with PR support: Ibis Advantage & design: Spring </li></ul><ul><li>Audience – long weekenders and locals, foodies young and old, corporate & bespoke events </li></ul><ul><li>Marketing budget – practically none! </li></ul>
  4. 4. Digital marketing activity <ul><li>Make web sites lively and interesting </li></ul><ul><li>Include a news section </li></ul><ul><li>Include mutual links with other sites; can improve Google page rankings – suppliers, other events in the area, </li></ul><ul><li>Add testimonials and links to press articles </li></ul>
  5. 5. Other digital marketing
  6. 6. E-marketing <ul><li>Email newsletters cheap communication and greener </li></ul><ul><li>Enable people to subscribe to a mailing list </li></ul><ul><li>Encourage people to subscribe with an offer i.e competition, free draw, voucher, money off. </li></ul><ul><li>Creates customer loyalty </li></ul><ul><li>Follow rules of direct marketing with an ‘opt out/unsubscribe facility on each email. </li></ul><ul><li>Your database is key for any future business developments! </li></ul>
  7. 7. <ul><li>Use a real voice, be natural </li></ul><ul><li>Add links to interesting sites & your own (use shortening services like TinyURL or tr.im </li></ul><ul><li>Upload photos or videos </li></ul><ul><li>Get into conversations – ask and reply to questions </li></ul><ul><li>Avoid blatant self-promotion! </li></ul>
  8. 9. Why Twitter works for Food Safari <ul><li>Reach new audiences = new business: real return </li></ul><ul><li>Drives majority of traffic to my web site </li></ul><ul><li>Creates a buzz around Food Safari </li></ul><ul><li>Developing a reputation as expert on Suffolk food & drink </li></ul><ul><li>Pick up PR opportunities by answering journalists requests for tips & ideas – e.g. Olive magazine or Travelbite </li></ul><ul><li>Made new friends and contacts </li></ul><ul><li>Live customer feedback. </li></ul>
  9. 10. Other Social Networking sites: <ul><li>www.blogger.com </li></ul><ul><li>An online diary </li></ul><ul><li>Creates interactive content for your website which in turn is, easy to update and great for search engine ranking </li></ul><ul><li>Needs regular input for success </li></ul><ul><li>Creates an image of expertise – if written well </li></ul><ul><li>www.facebook.com </li></ul><ul><li>Twitter can link to facebook with a newsfeed </li></ul><ul><li>Create a group with’fans’ for your product </li></ul><ul><li>Support for photo/video content/pod casts </li></ul><ul><li>User feedback and interaction ( www.LinkedIn.com is a the professional/business alternative) </li></ul>
  10. 11. <ul><li>www.youtube.com – this is something Food Safari plans to do soon! </li></ul><ul><li>The home of all video content </li></ul><ul><li>Can be used freely across other networks, like Facebook and Twitter; most websites have built-in YouTube support </li></ul><ul><li>User-friendly – videos are very easy to use and share </li></ul><ul><li>Content can be commented on and rated. </li></ul>
  11. 12. Marketing matrix Cost £ Value to business Web site PR Twitter Other social networking Online listings & directories Flyers e-newsletter Events & networking
  12. 13. Final tips <ul><li>Experiment with new media; don’t be intimidated by it </li></ul><ul><li>It’s fun and informal </li></ul><ul><li>Tell your existing contacts you’re on Twitter maybe they are too </li></ul><ul><li>Twitter is nothing without followers. Take time to find them. </li></ul><ul><li>If you are part of a marketing group or association see if they have plans to develop a social media presence </li></ul>
  13. 14. To get you started: <ul><li>twitter.com/FoodSafariUK </li></ul><ul><li>twitter.com/ChooseSuffolk </li></ul><ul><li>twitter.com/east_of_england </li></ul><ul><li>twitter.com/EET_Corporate </li></ul><ul><li>Twitter.com/EEDA </li></ul><ul><li>Twitter.com/IbisAdv </li></ul><ul><li>Twitter.com/SpringDandA </li></ul>

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