Digital Marketing presentation - City University London - food

1. Digital Marketing Short
Course
Emily Fruit Crisps Case Study
Professor
Martin Deal
Presented By
Lydia Apostolopoulou
June Clipsham
Samantha Fink
Kaajal Nath
Stephie Taylor
London 2014

2. DM Plan Overview
Situation
Analysis
Objectives
StrategyTactics
Control
SOSTAC Digital Model
Where are we now?
 Goal Performances (5 Ss)
Customer Insight
 SWOT Analysis
 Brand Perception
 Internal capabilities & resources
Where do we want
to be?
5 Ss Objectives
 Sell- grow sales/ sell
online
 Serve- website and
customer service
Sizzle- extend your
brand value (online
community, SM)
 Speak- get closer
through dialogue &
participation
 Save- show the brand
value online- you save
costs!
How do we get there?
 STP
 OVP
Sequence (credibility before visibility)
Integration (Consistent OVP) & Database
Tools (web functionality, email marketing,
etc)
How EXACTLY do we get
there?
 E-mail marketing mix
(communications mix, social
networking
 Details of the content
strategy
 E-mail initiative schedule
How do we monitor
the performance?
 Web Analytics/ KPI’s
 Usability Testing /
Mystery shopping
 Customer Satisfaction
Surveys
 Site visitor profiling
 Frequency of
reporting
 Process of reporting &
actions

3. Situation Analysis (I)
Brand History
 New range of dietary snacks in the form of a crisp usage of special
vacuum fried process to preserve the goodness of the fruit
 Named after one of the co-founders, Emily Wong Love Story behind
the brand name
 Product line includes: pineapple, apple and banana
MAIN BRAND PURPOSE – BRAND
PERCEPTION
Creation of a Packaging Scheme - USP
Delight (customer experience)
Practicality (easy to carry a nutritious snack)
Aesthetics (trendy packaging!)

4. Situation Analysis (II)
SWOT Analysis
STRENGHTS
 Innovative product in the UK territory
 Unique product characteristics (i.e: product quality,
distinct packaging)
 Single -Segment Concentration (niche markets)
 Strong brand elements (tagline, product description)
 Differentiation characteristics that build emotional
and functional behavioristic patterns(love story
theme, nutrition & dietary, “easy to carry” packaging)
OPPORTUNITIES
 Value fitness, health and well-being
 Capitalise lifestyle patterns on nutrition & dietary food
 Identification with various fields of women’s interests
(work, entertainment, fashion, cooking, sports)
WEAKNESSES
 Price Vs Product Quantity
 Limited product line
 Limited Communication actions (offline &
online)
Poor Marketing Channels
THREATS
 Indirect Competition with lower priced products
 Presence of challengers in the segment

5. Situation Analysis (III)
Competition Analysis
Direct
 Nim’s Fruit Crisps
Brothers All Natural Fruit Crisps (US)
Simple & Crisp (US)
 Perry Court Farm
 Cut & Dried Fruit Ltd
Indirect
 Vegetable Crisps (Tyrell’s, Scrubby’s, Private-
Label Veggie Crisps)
Any snack that can be served with a drink
(potato crisps, pop corn, etc)
 Supplementary types of snack (diet bars with
fruits and oats

6. Marketing Mix (STP)
Segmentation
 Psychographic Segmentation (upper-class, strong lifestyle, fashionable)
 Geographic Segmentation (searching for regions that are compatible with the afforementioned
segment, i.e: Chelsea, East London)
Targeting Audience
Primary:
 Demographic Profile: Individual women, aged 25-40, upper disposable incomers, innovators (technology,
fashion, arts)
 Behavioristic Criteria: Healthy Living as a trend/ athletic/ busy working schedules/ enjoy having drinks
after work (sociable), comfortable living (easy snack in the middle of their workday)
Secondary:
 Demographic Profile: Individual women & men, aged 18-30/ graduates/ college students/ middle
disposable incomers
Behavioristic Criteria: Healthy living by watching their diet, fashionable, romantic
Tertiary:
 Families for which the primary audience are gate keepers (kids, husbands)
Positioning
“ No guilt, Just Love!”

7. Emily Fruit Crisps goes Digital..

8. How do we get there?
On-Page Optimisation
Relevant & targeted page
that provides goal -
oriented communication
 Simplified Content -
place keywords
strategically in your content
 Shortened lead form -
CTA’s have to be limited -
Subscription on the first
page
 Leverage landing page
for extended usage
engagement - “Search” &
SM links
 Sitemap Use- list of
pages accessible to users &
crawlers

9. How do we get there?
Keyword Research
Identification of keywords that are high in
demand but relatively low at supply
Not about getting visitors to your site, but
getting the right type of visitors
 Help digital marketers create an engaging
content for their website
Word Stream
WordPot
Google Adwords

10. How do we get there?
Title Tags (I)
URL: http://www.emilyfruitcrisps.co.uk/
CAUTION: “Emily’s” Homepage should contain the primary keyword with the secondary
keyword
Homepage Title Tag
Examples for the title tag:
 Fruit Crisps UK  emilyfruitcrisps.co.uk
 No additives fruit crisps  emilyfruitcrisps.co.uk
 Natural fruit crisps  emilyfruitcrisps.co.uk
 Dietary quick snack with fruits  emilyfruitcrisps.co.uk
 Order fruit crisps in UK  emilyfruitcrisps.co.uk
TIP!
Show your expertise & optimise the
customer’s experience even more by
having some content about different
offerings (ideas or services) that the
company provides

11. How do we get there?
Title Tags (II)
HTML Meta & Link Tags
 Those types of HTML elements are used for each page & category improve
the on-page ranking factors
 The meta- tags section contains entries like meta description & meta keywords
Meta Description Example
<META NAME= “DESCRIPTION” CONTENT = ‘Looking for dietary snacks
that do not contain any gluten or additives>
Notes:
 Google uses meta descriptions, as it scans a web page to be included in its index database
 Google uses the meta description in the HTML source, as the description that shows up in the search results
underneath the page
 Every web page should have a unique meta description correct the default pages that do not support
the page’s content nor increase SEO

12. Emily Fruit Crisps are currently showing as number 4 on Google under the key
phrase ‘Fruit Crisps’
How do we get there?
Ranking on Google Search Engine

13. Emily Fruit Crisps
Emily is an exciting new range of snacks that all have the goodness of fruit with the crunch of
a crisp.
www.emilyfruitcrisps.co.uk
Pay Per Click will allow
Emily Fruit Crisps to
receive more hits as this
will place them at the
top of the Google Search
Pay Per Click advertising can
generate traffic straight
away.
Its simple, if you spend
enough you will get to first
place and potential
customers will see you
before all other listings.
Campaign and issue based traffic: pay per click is beneficial to
promote a short term campaign to prospect customers.
Direct response business: online stores will benefit from pay per
click as this tool will direct them straight to the site.
How do we get there?
Pay Per Click (PPC)

14. How EXACTLY Do We Get There?
Our Tactics For Emily’s Fruit Crisps

15. Mobile Marketing
Freemium Model of Smartphone
application with various sections
(recipes, news, product info,etc)
Best way to market the application
 Uniqueness of the application’s offerings (i.e: introduce new recipes with fruit crisps as their main
content/ collaboration with nutritionists and top chefs on healthy, dietary and simple recipes)
 Be.. “Tweetable” (increase WOM through Twitter)
 Cater to blogs (collaboration with any type of blogs which are interested in healthy living and cooking)
 Interaction with your existing website (new section with the app only, advertise “Emily’s” new app on the
official website, show the app in action)
 Launch Big (newsletters advertising the “Emily” app, promo keys on SM, press releases on blogs)
 Hype early before the big launch ( interact with visitors and first-time consumers by adding “Coming
soon” on the “Emily’s” website)

16. Email Marketing Calendar
Marketing Calendar Actions Objectives
July ~ Sep 14
• Start with 20 Facebook members and 20 Twitter followers
• Multiply 20 Facebook friends
to 250 by end of Sep 14.
• By-weekly personalised marketing emails
to multiply Facebook friends and Twitter followers.
• Multiply 20 Twitter followers
to 250 by end of Sep 14.
• Daily update on Facebook and Twitter
Oct ~ Dec 14 • Sending personalised Thanks Giving Greetings emails to build
customer relationships in mid Oct.
• Increase Facebook and Twitter
friends to 700 by end of Dec.
• Personalised Birthday greetings emails.
• Personalised festive greetings
to build brand awareness.
• Personalised Christmas Greetings emails
• Daily update on Facebook and Twitter
Jan ~Mar 14
• Personalised Happy New Year Greetings emails to remind
target customers visiting our Facebook and Twitter page.
• Increase Facebook and Twitter
friends to 1500 by end of Dec.
• Branding of 'Emily Fruits Crisps' started with a love story.
• Sending out short personalised emails to remind target
customers the love story behind this brand.
• Use the Love Story behind the
brand to build brand
awareness.

17. Email marketing 1
 Personalised email addressed to target customer
June.
 Short and simple. Target customers can
comprehend email marketing message in 10
seconds.
 Visually, branding of Emily Fruits Crisps, Facebook
and Twitter icons are easily recognised in less than
3 seconds.
 Target customers are not overloaded with too
much content but more motivated to continue to
read.
 Call to Action. Facebook and Twitter icons giving
customers direct link to join us.
 Call to Action. One click to ‘Send a friend’.
Multiply Facebook friends and Twitter followers.
 Option to opt in and out. Giving customers
freedom to unsubscribe at the very bottom end of
email and in smaller fonts.

18. Email Marketing 2

19. Email Marketing Tactics
 Personalised Happy Birthday greetings to Alessia.
 Short and simply text. Target customer can comprehend the message in 10 seconds.
 Indirect soft selling by asking customer to share Emily Fruits Crisps with her friends.
 Present range of products by clear images.
 Target customers can easily remember the brand.
 Call to Action. Direct link to Facebook and Twitter.
Actions

20. Social Media
Emily Fruit Crisps’ target audience
are highly engaged with Digital
communication and use social media
regularly
Why?
 Build brand value
 Two way conversation with our customers (feedback loop)
 Build deeper relationships with customers – create a
community
 Showcase product and create buzz – build awareness and
new interest (prospective customers)
How?
 Producing original, sharable and valuable content
 Understand how our target market uses social media
 Using a variety of social media channels
 Use appropriate tags and indexing, ensure meta data
includes key words
 Making content timely and interactive!

21. Facebook
Post about
 The Product (range/new flavours/stockists)
 Promotions in store/online/on pack
 Competitions
 Upcoming store events/pop up taster stands
 Co branded events (i.e. healthy and heavenly event at
Selfridges hosted by Emily Fruit Crisps ‘ and ???. Or fruity
and floral hosted by ??)
 Other interesting and relevant topics such as events/foodie
news/health and fitness tips – add links
Integrate relevant feeds from our other social media
accounts
Build likes/followers
 Through email newsletter (current customers)
 Co branded newsletter (prospective customers)
 On packet promotion/competition (Like us on fb)
 Other social media engagements
Cover photo showcases product range and illustrates our
brands look and feel concentrating on the beautifully and
distinctively designed packaging
Adding key milestones to our timeline to tell our story –
i.e. New stockist, new flavour…
Pin or highlight key and important posts
Content from conversations at HQ, healthy food blogs,
articles and posts.

22. Twitter
Drive Twitter PR by sending free sample packs to
organisations with the same target market followers –
encourage them to tweet there thoughts.
Balance tweet types
 Promotional tweets (exclusive offers)
 Inform tweets about Emily events, new
stockists, HQ news
 Interest tweets - sharable engaging
content that will interest followers (e.g.
top tips to staying healthy through the
holiday season etc.)
 Snippets of relevant content from blogs,
articles and newsletters (from ours and
other organisations that align with our
brand values, persona and target
market)
Use less than 140 characters to encourage
retweeting

23. Other Social Media Presence
Instagram
 Engage our followers with pictures (give a face to
the brand)
 Encourage photos from our followers (campaigns –
share of photo of you in your favourite spot when
enjoying Emily Fruit Crisps
Pinterest
 Use to reach new customers and showcase brand
values
 Use links to build web traffic
 Understand what our customers like (help build
relevant content)
Linkedin
 Personal account and build network. Leverage
customers/businesses that we have a strong
relationship with
 Get recommendations
 Important part to establishing a greater distribution
channel and recruiting as company expands.

24. Monitor Emily’s Performance
Recommendations
Organic Traffic
Increase
Ranking’s
Improvements
Increase LP’s
which produce
traffic
• Increase traffic through
organic results / monitor
its performance through
KPI’s & Google Analytics
• Keywords that present a
crucial & important
interest for the company
(i.e: fruit crisps)
• Development of different
landing pages which bring
visitor traffic through
organic results
KPI’s (Visits from Organic Results/
Keyword Rankings)
Google Analytics

25. Thank You!