Digital Marketing presentation - City University London - food

2. Kavita Kovvalii
Sylwia Bukowczan
Alessia Rundo
Mariana Alcântara
FoodEscapes
www.FoodEscapes.com
Travel to luxurious unrevealed FOOD lands in Europe
ESCAPE for a little bit to taste the greatest of unknown..

3. What is the CONTENT?
Website & Marketing Plan
WEBSITE
Who we are
What we do
How the website works
Numerous offers available right now
www.FoodEscapes.com

4. 1. BUILDING RELATIONSHIPS
Electronic Customer Relationship Marketing
E-mail marketing
‘Have Your Say’ section
SOCIAL MEDIA
links activity 2. TECHNIQUES
SEO , PPC
Web traffic
AdWords
Analytics
Marketing Plan
www.FoodEscapes.com

5. Who are we?
Provides unique connection
between places and food
experiences Recommends an
exceptional food offers
Specifies the
food tradition of
infamous, but
outstandingly
valuable corners
of Europe
Accommodates in the
best ‘Tour the Food’
locations
Finds flights’ offers to
numerous unrevealed
destinations in Europe
Searches for the best food
places around
accommodated area
www.FoodEscapes.com
www.FoodEscapes.com

6. CLICK COUNTRY –
less commercial, more
sophisticated areas
CLICK FOOD options –
variety of traditional, local
specialities (you can see and read
and decide in advance or simply
when you get there)
CLICK HOTELS’
offers nearby the greatest
FOOD places
CLICK FLIGHT – pick the weekend
date – great offers for short stays
Really so simple...?
...CLICK...
www.FoodEscapes.com

7. Iceland
Latvia
Denmark
Poland
Moldavia
Romania
Croatia
Slovenia
San Marino
Luxemburg
Lichtenstein
...and many more...
...just one click AWAY...
www.FoodEscapes.com

8. eCRM
 Enhance Customer Service and
Customer interactions : blogs,
newsletter…
 After sales service (customer
service)
 Personalization preferences.
 Offer personalized individual
views based on purchase
history and preferences
 Word of mouth
 Interactive Web 2.0 applications on
our website
 First time buyers special deals
 Launch a Reward program in order
to identify most loyal customers
www.FoodEscapes.com

9. E-mail marketing
 Segmentation and customization of our marketing message (demographic,
behavioural, psychographic)
 Reinforce offer from subject line and call to action
 Personalize emails. e.g. 'Dear Dave‘
 Generate excitement and interest with calls-to-action words:
 Self-explanatory content informing the reader: “Registration Options Available
Here” or 'Top 5 Food Escapes of the week‘
 Add option to share on social media
www.FoodEscapes.com

10. “Great food, great organisation, amazing idea
– FoodExcapes actually finds the best food
places for you! I love food, but never can’t be
bothered to go through tones of reviews etc... I
loved the trip to Moldavia, never thought I
would visit there... ;-)”
Tom, 31, PMO Banking
“Croatia surprised me! Been there
b4 , never realised they ‘ve got so
many delicious specialities.. Hats
off”
Tina, 28, PR Officer
“Outstaaaanding trip to San Marino – room,
location, easy access to food places, buuuut
staff in the restaurant we went to, not too
friendly...Must’ve been a long day for our
waiter...”
Cheska and Olivier, in their 30’s, IT Techs
“Loved everything, ICELAND - well
recommended for all types of fish lovers!”
Maria, Berna and Matt, Sales Consultants
Was ok.
Karol, 36, Lawyer
www.FoodEscapes.com

11. Website Traffic
We will actively drive traffic to our website by
• Focusing on new and useful content, ensuring our site is always updated
• Ensuring our site has appropriate use of key words
• Web Analytics to assess which pages and content has the most views, greatest
duration and also which have the highest bounce rate
• Testing the website with small changes to content and positioning to make sure
we have the optimum site that will draw people
• PPC advertising during key times such as pre Bank Holidays, Summer and Winter
Holidays
• Partnerships and reciprocal links and content with our key partners
• Tourist boards
• City hotels
• Flight Providers
• Key City restaurants
• Restaurant review companies
www.FoodEscapes.com

12. Partnerships, reciprocal links and content with our key partners is one of the main
strategy objectives. This will lead to access to bookings, new restaurants and
exposure from several sources.
Key Partners
• Tourist boards
• City hotels
• Flight Providers
• Key City restaurants
• Restaurant review companies
Partnerships
www.FoodEscapes.com

13. Google Analytics
Analytics will help monitor and assess customer behaviour and what our focus should be on.
Can tell us what to
focus on
Spikes
in visits
www.FoodEscapes.com

14. How did they get to us?
Traffic location
Will help us focus our campaigns to
successfully increase traffic!
www.FoodEscapes.com

15. www.FoodEscapes.com

16. Research and Planning
• Analysis of ‘SEO friendliness’ of our
competitors
• See Keywords opportunities
• Planning Website structure
www.FoodEscapes.com

17. SEO - On Page
Using specific keywords for:
• Content management
• Meta Tags/Title Tags/Alt tags
• Optimising Navigational Bar
• Naming Page links and hyperlinks
www.FoodEscapes.com

18. www.FoodEscapes.com

19. SEO – Off page
• Link building (Submit website to SEO friendly
directories)
• Bookmarking
• Forums
• Blog
• Email marketing
www.FoodEscapes.com

20. Pay per click strategy
• Google AdWords
– Creating an Ad using
relevant keywords
• PPC Bidding
– Set daily budget and
maximum CPC
• PPC Monitoring
– Analysis of website traffic
and ranking
www.FoodEscapes.com

21. Find me a holiday Food Holiday packages Holiday deals
Meatballs Bank Holiday Short break Weekend away Holiday
Where to go Food network Adventure Holidays for couples Places
to Eat Holiday comparison Turkish delight Holiday Ideas
Polish Food Holiday websites Holiday locations Sourdough Food
in Europe Plan a Holiday Danish pastry Polish cuisine Swedish meatballs
Holiday finder European foods Swedish cuisine Dutch food Compare the
market holidays EscapeHoliday Croatian food Romanian food
Ukrainian food Latvian cuisine Eastern European food
www.FoodEscapes.com

22. www.FoodEscapes.com

23. Analysis and Measuring
• Website traffic
monitoring and
reporting
• Google Analytics
• Google Webmaster
Tool
• Web performance
testing
www.FoodEscapes.com

24. Social Networking
www.FoodEscapes.com

25. Facebook
- Share posts,
pictures, links
- Add FB Tab for
new offers and
competitions
Twitter
- Tweeting
- Following
restaurants
pages
- Engage with
new followers
Google +
- Share posts,
pictures, links
Linkedin
- Update
company profile
Instagram Pinterest
www.FoodEscapes.com

26. FoodEscapes
www.FoodEscapes.com
Your own food adventure...