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Freshly picked

Digital Marketing presentation - City University London - food

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Freshly picked

  1. 1. Chris Philcox Amelie Thomas Elena Fernandez Martin Greta Mykolaityte Riaubiene
  2. 2. About us Age 25-45 Pro-active healthy lifestyle. Customer is in control – Pay per use or sets up standing order. Daily, weekly, monthly delivery choices (FREQUENCY OF ORDERS)
  3. 3. Website
  4. 4. Website
  5. 5. DM Strategy - EMAIL • Automatic confirmation of order. • Newsletter. • Seasonal offers (eg. Wimbledon strawberries) • Vouchers/offers. • Opt in/Opt out option. • Obtaining client list from similar companies (Graze, Holland and Barrett).
  6. 6. DM Strategy – Mobile Marketing
  7. 7. Social media strategy • Post pictures of our local farmers picking up fruit and vegetables, then uploading them in lorries (“Behind the Scenes”) • Do a spotlight on a special vegetable/fruit of the season: recipes you can create with them (cold and hot dishes, raw recipes, juices and smoothies) • Ask customers to share photos of the dishes they made with our fruit/veg and make this a weekly competition to win a crate. • Use food trends to our advantage, like the raw diet trend, and try to get a collaboration with bloggers who advocate that type of diets, like “Ella from Deliciously Ella.” On Facebook: A post every two days.
  8. 8. Our Facebook page
  9. 9. At least three tweets a day. On Twitter: • A good balance between promotional tweets, great content tweets about the food industry that are of interest/use to the followers, and tweets that engage the customers even more like competitions etc. • Use of hashtags and encouragement to RT/reply etc. • If we have the time and the resource, proactive tweets to find potential customers, looking at keywords used and lists of followers of competitors... On YouTube: • Videos of Behind the Scenes • Recipes filmed and maybe collaborations with famous foodie bloggers/chefs. A video a week.
  10. 10. Our Twitter page
  11. 11. DM Strategy - Building Traffic Natural Optimization Metadata External Link Internal link Paid Search Engine Optimisation
  12. 12. DM Strategy - Building Traffic Natural Search Engine Optimisation – Metadata <head> <meta http-equiv="Content-Type" content="text/html; charset=utf-8"/> <meta name="viewport" content="width=device-width" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <meta http-equiv="Content-Language" content="en" /> <header id="header"> <div class="l-pageWrapper hdSimple"> <h1 class="hdLogo"> <a class="freshlypicked -logo" <meta name="title" content= Freshly Picked – fresh vegetables and fruit delivery to your door /> <meta name="description" content=" Organic fruit & vegetables delivered to your front door." /> <meta name="keywords" content=" organic, fresh, fruit, vegetables, veg, delivery, recipes, nutrition, diet, vegan, vegetarian, hamper, hand-picked, eat healthy " /> <meta name="robots" content="index,follow" /> – Internal Link – External Link: • etc….
  13. 13. DM Strategy – SEO Paid Search Engine Optimisation Focusing on Google Adwords Campaign 1: Brand Awareness Campaign 2: Seasonal Offers Ad Group 2 Ad Group 1 Ad Group 1 Wimbledon Strawberries Freshly Picked Halloween Pumpkins Our Account on Google
  14. 14. DM Strategy – SEO Google Adwords Freshly Picked Search Network only – All features UnitedKingdom/London, English Adwords will set our bids to maximise clicks within target budget: 10 pounds per day Standard, display ads evenly over time Monday to Friday, 12 hours (9 am – 9 pm) Optimise for clicks Keywords Fresh Fruit, Fresh Vegetable, Freshly picked, Organic Fruit, Organic vegetable, Vegetable delivery, Fruit delivery, Delivery fresh food, How eat healthy, Recipes fresh, Nutrition fruit, Diet fresh, Vegetarian food delivery, Farm supplier, Choose fruit, Choose vegetable Campaign 1: Brand Awareness Delivery Fruit & Vegeteble Headline Organic fruit & vegetables Description line 1 Delivered to your front door Description line 2 Display URL
  15. 15. DM Strategy – SEO Google Adwords Delivery Fruit & Vegeteble Organic fruit & vegetables Delivered to your front door
  16. 16. DM Strategy - Affiliates • Offers on food websites. • Collaboration with healthy bloggers, writers and nutritionists (e.g. Sarah Wilson or Ella from Deliciously Ella).
  17. 17. CRM • Questionnaire for new users. • Order History (re-order option = quicker and more convenient) • Multiple address options. • Curator with recipes/forums/youtube/reduce waste ideas and encouraging interaction with us.
  18. 18. Analysis of Freshly Picked’s performance Ratings of all products. Define Strategy /Update Mesure KPIs Optimize / Focus on GoalsImproved Fix it
  19. 19. Analysis of Freshly Picked’s performance