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Digital marketing campaign at home party packs (ugb333) (2)

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Digital marketing campaign at home party packs (ugb333) (2)

  1. 1. e-MARKETING (UGB333) Individual Paper NICOLAE VICTOR RUSU 1076672380 BG16FS@STUDENT.SUNDERLAND.AC.UK MODULE LEADER: ALAN CHARLESWORTH
  2. 2. 1 CASE STUDY Otto's Cookies Ltd A private company owned prdominently by the Kramer family, Otto's Cookies is known throughout the country for its cookies and pastries. Although the majority of consumers will recognise the brand – and its range of over 60 products – from the shelves of popular retail outlets, the company also distributes its goods through food-service facilities (sports stadiums, for example,) and at home party packs (such as parties for birthdays, anniversaries and so on). With three production plants located around the country, Otto's Cookies operates these sales channels through two key methods of distribution. Firstly, the company delivers directly to its largest customers – the major grocery retailers. The second is its 12 regional sales and distribution centres which cater for smaller retail outlets. From these centres, sales representatives visit existing and potential customers selling the entire product range. Fulfilment to these smaller accounts is via the regional centres, with deliveries to them from the production facilities on a daily basis. The major grocery accounts are administered from the company's head office (located at the largest of the production plants) by key account managers who deal directly with the stores' buying departments. Sales staff at the regional centres are assigned to the various market segments in which they trade, those being: * wholesale distributors * small retailers * medium-sized retailers * food-service facilities (eg motorway service areas) * At Home Party Packs (pre-selected products are delivered to customer‟s premises at a set time and date) Overseeing the whole operation is managing director, Rex Kramer who is assisted by the marketing director Steve McCroskey and HR director Elaine Dickinson. Whilst
  3. 3. 2 all three play a significant role in the running of the company, day-to-day business is overseen by operations director Ted Striker. Rex Kramer – who took over as MD when his father, Otto, died – has a sales background and this is reflected in the commitment to personal sales that dominates Otto's Cookies' marketing efforts. This emphasis on selling – and marketing – to intermediaries (rather than consumers) has resulted in only a limited „corporate‟ online presence which does little more than give a background to the company and its products. There is no company-sanctioned social media presence. However, the organization has a budgetary commitment to TV advertising, the objective of which is solely brand promotion. Launched only two years ago, sales in the „At Home Party Packs‟ element of the business have been very disappointing and Steve has decided to instigate an Internet marketing campaign to revive its fortunes. There will be no offline marketing for the At Home Party Packs and all orders will be taken by a sales team on the telephone.
  4. 4. 3 AT HOME PARTY PACKS Digital Marketing Strategy Report This report is prepared by Nicolae Victor Rusu hereafter referred to as 'the author' for “At Home Party Packs” / Steve McCroskey-Marketing Director, hereafter referred to as 'the client'. DISCLAIMER: Without prejudice to the generality of the foregoing paragraph, the author does not represent, warrant, undertake or guarantee that the use of guidance in this report will lead to any particular outcome or result. The author will not be liable to the client in respect of any business losses, including without limitation loss of or damage to profits, income, revenue, use, production, anticipated savings, business, contracts, commercial opportunities or goodwill.
  5. 5. 4 Table of Contents Executive summary................................................................................................................................... 5 Glossary of terms ...................................................................................................................................... 5 1 Introduction ........................................................................................................................................ 7 2 Online marketing objectives ........................................................................................................... 7 3 Getting started online....................................................................................................................... 7 3.1 Domain name selection............................................................................................................ 7 3.2 Social media domains............................................................................................................... 8 3.3 Website hosting ......................................................................................................................... 8 3.4 Web presence development .................................................................................................... 8 3.5 Website analytics and e-metrics ............................................................................................ 9 4 Website development ..................................................................................................................... 10 4.1 Online credibility...................................................................................................................... 10 4.2 Content development ............................................................................................................. 11 5 Lead generation ............................................................................................................................... 12 6 Search engine optimization........................................................................................................... 13 6.1 Keyword selection ................................................................................................................... 13 6.2 Directories................................................................................................................................. 14 7 Online advertising ........................................................................................................................... 14 7.1 Landing pages .......................................................................................................................... 15 8 Social media marketing.................................................................................................................. 15 Bibliography.............................................................................................................................................. 17
  6. 6. 5 Executive summary This report was commissioned to present an internet marketing campaign for “At Home Party Packs” to increase the volume of sales. The research draws attention to the fact that the main target for “At Home Party Packs” will be made up of individual who are searching pastries and cookie products for special events such as birthday parties, anniversaries and different occasions. Those products might appeal also to a market consisted of companies looking to provide different pastries products for their social events. The main objective for the online presence has been defined as revenue generation. It is recommended that the ideal approach to accomplish this is the construction of a website. The content and presentation of the website should be developed in a certain manner that will captivate visitor interest and determine them to contact the company. This report encompasses key points identified by the consultant which must be taken into consideration in order to develop a successful online presence that will achieve its objectives. Glossary of terms Analytics - Any metrics (type of measurement), statistics or key-performance indicator which measure marketing and sales effectiveness. Call to action – A phrase written to stimulate visitors to the website to take a specific action. Content management systems or CMS - Content management systems are software tools or web services for creating and amending website content. Conversion- Visitor completing a target action. Conversion funnel- A determined path that visitors should take to reach the final objective. Domain name - The unique name of an Internet site. Inbound link (backlink) - Links on the pages that will take a visitor to a specific web page.
  7. 7. 6 ISP (Internet Service Provider) - A company which provides users with the means to connect to the Internet. Landing page- A website destination page when a person clicks on an ad or other form of link from a referring site. Rank- How a web page performs compared with others is called its page rank. SEM (Search Engine Marketing) - The process which aims to get websites listed prominently in search engine results through search-engine optimization, sponsored search and paid inclusion. SEO (Search Engine Optimization) - The process which aims to get websites optimized and its content in order to be easily indexed by search engines. SERP- Search engine results page. Site analytics - The reporting and analysis of website activity - in particular user behavior on the site.
  8. 8. 7 1 Introduction This report will adopt the best aspects that are suitable for the client‟s digital marketing strategy and then it will begin to expand on how the most appropriate and efficient strategies will fit the organization. There are different characteristics of internet marketing which will be defined in correlation to the clients business and furthermore a recommendation will be advised on how to apply each aspect. 2 Online marketing objectives Since the client trades offline and markets online three core objectives are suggested:  Revenue generation through lead generation (the process of capturing and simulating customers interest in a service or product so that the visitor will enquire for more information) will represent 80% of the strategic objectives;  Customer support: 15%- as the client orders will be taken by a sales team on the telephone, a direct line should be established with the salesperson who will take responsibility for the customer.  Brand development: 5%-the online presence should incorporate practices to enhance a unique brand and visual identity with impact. 3 Getting started online 3.1 Domain name selection The author recommends that the domain name “AtHomePartyPacks.co.uk” should be the best choice and get registered. Web servers treat domain names as case neutral, however from a branding and visitor usability standpoint, using capital
  9. 9. 8 letters to break up the domain into visually discernible parts can be effective. It helps the site stand out to readers and makes the domain name easier to read. The “AtHomePartyPacks.co.uk” also includes the terms “home party” and “party packs” which should be included in the SEO (search engine optimization) key words which will be covered in a later section of the report. 3.2 Social media domains The author suggests that the client should also have a social media presence implemented such as:  Facebook- page name “At Home Party Packs” should be the most suitable name as it represents the name of the business;  Twitter- the business will be restricted to only 15 characters limit therefore the recommended name is ”@AtHomePartyPack”. 3.3 Website hosting All websites require a server to be hosted on, so that the site will be accessible for users. These types of servers involve constant monitoring and maintenance therefore the hosting of “At Home Party Packs” website should be out-sourced to a respectable company (Internet Service Provider) which provides these services at equitable prices. 3.4 Web presence development The author suggests that the best way for the client is to be developed professionally. However a content management system (CMS) is advised to be implemented so that the client if so desires can easily update, modify, publish, and organize its content from a central interface. The CMS will ease and provide the client better control and flexibility by allowing a faster reaction to any market changes.
  10. 10. 9 Consequently the designing of Facebook site “At Home Party Packs” should be done in-house due to its “commercial” page options where it can be re-designed completely different to the standard Facebook template. Same suggestion applies for Twitter pages, where images and styles from the out-sourced professional website can easily be implemented. 3.5 Website analytics and e-metrics This option should be applied by the expert at the website development stage due to its multiple functions of monitoring the “digital footprint” (data that is left behind by users on digital services/an analytic tool to track traffic) of website‟s guests. This can be used to improve customer engagement and increase the telephone sales. The author suggests that the ideal way is to correlate the analytical tool (Google Analytics is indicated) with the conversion funnel by looking at aspects such as:  Devices used by visitors to access the “At Home Party Packs” website (laptops, smartphones, tablets and mobile devices). A responsive website should be designed with optimised page loading times, layout etc.  Consult with the professional for the use of demographics data such as “Google Analytics-Demographics and Interests segmentation” to better understand and target the business audience  Site Search data in Google Analytics-tool that helps understanding what customers are looking for by helping find the terms visitors search while they are on the “At Home Party Packs” website.  Use of in-page analytics by learning which calls to action produce the best results that will increase the lead generation and the online conversation rates.  Use of Schema Markup (by adding extra detail to the text under the URL in a search result. Users are more likely to click if the product advertised such a specific pastry includes pictures, calorie count etc.) By using this data effectively the client can increase the lead generation based on the practices that works best.
  11. 11. 10 The client is advised to use e-metrics to learn vital information such as the keywords used by visitors to land on the webpage. The author suggests the association of the sales funnel with metrics to provide a increase the efficiency of the website. If the client notices that the visitors abandon the funnel in the page view, the use of metrics should be adapted and improve the calls-to-action in order to get visitors to place the orders by telephone. At the point where the business will receive a high number of sales calls referred from the website, it is strongly recommended to tie the telesales function to the marketing metrics. 4 Website development It has already been advised that the development of the commercial web presence to be out-sourced to a professional, however due to the main strategic objective - lead generation- the sales team should be consulted at this stage. It is advised a mutual collaboration between the sales team and the professional web developer in order to integrate the organization‟s culture and ethos and create a holistic and linear website with excellent service. The client is advised when choosing the right professional to ask about their testing regime as their response generated can be a worthy indicator of their dedication and professionalism. 4.1 Online credibility Due to the nature of the business (products delivered at a set time and date) and the well-known brand the author suggests that an effective website design should also include:  “About us” page. Client is advised to consult with an expert and include authentic content and transparent details about the organisation culture, operations, its people etc.  Avoiding any reference to “buy” from the top fold and focus on attracting visitors attention by informing and presenting the solutions to the visitor
  12. 12. 11 (wedding cakes suggestions, anniversary tips -a fast and reliable cookies and pastries delivery service)  Add images with “At Home Party Packs” products from the actual events (sent by previous customers perhaps on social media). By doing this the product becomes more desirable and seems more tangible. At this stage the client should employ a legal adviser due to the usage of pictures (it may include children photos from previous birthday parties, anniversaries which require parents signature, signed permissions etc.) 4.2 Content development As previously suggested the client should seek professional help when developing the content, but provide a customer –centric insight as well. The author proposes the website content should be as follows:  List of different product packs divided into a variety of categories such as: Wedding cookies and pastries, celebrations, tea parties, anniversaries, birthday parties, baby showers, theme parties, seasonal (e.g. Christmas cookies, Halloween pumpkin pies etc.)  Information about their reliable delivery and specific time frames;  Home page picture professionally designed and carefully selected;  Phone number large and bold ( chosen professional team will have the “stylish” adjustments included in their offer: “Call Now”, “Order Now” tabs) The client is advised to consult the professional and include relevant key words for the categories and subcategories as it will have a positive impact on the organic search engine results pages (SERPs). The author suggests a close observation of the buying process, as well as a fine tune of the website. The metrics mentioned above should also be monitored and connected to the sales funnel as it will result in higher quality leads ergo higher financial returns.
  13. 13. 12 5 Lead generation Lead generation is the practice of soliciting inquiries from potential customers. The website “At Home Party Packs” is the best option as a lead generation method. Both quality and quantity leads must be taken into consideration by the sales team. The author suggest that the sales team has to be chosen with care as it will make the difference between closing a sale or losing a potential customer. As the author previously advised lead generation as the main strategic objective the client must implement a key driver known as CTAs (calls-to-action). A call to action is a word or a phrase which encourages the visitors to take action. CTAs are the most critical piece in the lead generation process. CTA must be hyperlinked and clickable, however the visitor should not be forced to contact the company too early as it might disrupt the buying process and drive the client away. The author suggests the enhancement of the aspect of the CTAs in order to optimise the marketing efforts for maximum conversions. The author recommends a few call-to-action options such as:  Call us today at “+44AtHomePPacks” and ask about current promotions;  Call us today and find out how you can win a free “At Home Party Pack” product;  Lead forms on each product/service page on website that surfers can fill in to request a call back can also generate high-quality leads (visitors that are likely to buy since they were interested enough to hear more about the product) and it also allows to track where the lead came from and provide a better insight for the sales team;  The author proposes the use of social media to increase the lead generation such as: Facebook/Twitter page-drives more leads and builds brand advocacy by including a call to action in the posts. E.g. “FACT: 70% of single parents
  14. 14. 13 have stated that they lack the time and skills to prepare birthday cakes. Have you tried any of our products yet? Call now and get free advice.” 6 Search engine optimization The author advised that the website development should be out-sourced therefore the professional will also implement the SEO (search engine optimization), however the client should give his input and be an integrated part of this process. The author suggests the usage of Google's SERP advertising called AdWords. 6.1 Keyword selection Selecting keywords is a crucial part to ensure that the client‟s website gets the most out of the search engine optimization. The client is advised to employ an expert and focus on creating useful, information-rich content that uses keywords appropriately and in context. Relevant key words should include: “cake recipes, “chocolate cake”, “gourmet pastries” or “pastries baked daily, ”home parties”, “birthday parties”, “party packs”, “bakery pastries”, “pastries”, “birthday”, “anniversary”, “wedding”, “English pastries”, “pastries and cakes”, “pastries and cookies”, “pastries by Otto‟s Cookies”, “pastries by design”. Google AdWords Keyword Planner provides additional insights and more in-depth data (Google facility to check on keywords used in industries). Usage of negative key words such as: “free pastries”, ”pastries sweet”, “pastries danish”, “pastries jobs”, “sugar cookies recipes” can also be taken into consideration by the client as it will improve conversion rate, quality score and reduce costs, but they must be chosen carefully- too many negative keywords and the ads will reach fewer customers. It is recommended the implementation of long-tail text content as they can be very profitable to the company SEO and bring value to the customers. Long-tail
  15. 15. 14 keywords are longer and more specific keywords phrases that visitors type when they are closer to the point-of-purchase. These would include: “birthday pastries fast delivery”, “delicious birthday pastries, cakes and cookies.”, “how to throw the best birthday party”. All these aspects should be discussed and implemented with the help of an expert during the website development. 6.2 Directories Ranking high on the SERPs takes time, but “At Home Party Packs” could be listed on online directories within a matter of days. If included on specific sites it will create a direct contact for the customers and visitors to the website. This will also lead to the improvement of the SE listing (search engine listing) by creating in-bound links. (explain) It is recommended to submit to the following business directories as it will provide Google backlinks (for free):  www.yelp.co.uk  www.yell.com  www.scoot.co.uk The author advised careful consideration of the wording of the entries submitted for those directories. This can be an additional task for the expert employed to develop the website‟s textual content. 7 Online advertising Online advertising is developing at a fast pace and is becoming the main advertising platform for all businesses. Therefore the use of Google Adwords features is highly recommended. One of its most valuable features is “ad site links” which allows the additional link to the business website at the bottom of the add making it more appealing and enable a better data retention. The client should focus on the main objectives: lead generation, brand development and direct action.
  16. 16. 15 7.1 Landing pages Landing pages are extremely important in online advertising. It is the web page that the visitor sees first when clicking on an advert. The landing page content must match with the advert content. The landing page experience affects also the Ad Rank, advertising costs and quality score. The client is advised to discuss the design of the landing page with the professional company and require an expert to develop a relevant, useful and original content. 8 Social media marketing Social marketing is a great way to interact with the customer base, raise awareness about the business, and help earn better rankings on search engines. The author recommends below a few benefits for “At Home Party Packs” company from having a social media presence: 1. Increased brand recognition; 2. Improved brand loyalty; 3. More prospects to convert; 4. Higher conversion rates; 5. Higher brand authority; 6. Increased inbound traffic; 7. Better search engine rankings; 8. Richer customer experiences; 9. Improved customer insights; 10.Better customer support. Nowadays market is moving at a very fast pace. Clients are always connected to their phones, tablets, laptops etc. The client must take advantage of the digital social savvy generation. The author recommends the use of a business Facebook page (generating “likes”) linked to the Twitter account (updates on Facebook will be automatically tweeted)
  17. 17. 16 and a Pinterest account. The design and style can be easily implemented from the website. The author proposes a few marketing samples via Facebook account as following:  Post of “how-to videos” (how to make star shape cookie) – it will show visitors the passion of the business, it adds integrity and personality;  Engagement through visuals (pictures posted on a regular basis). Each photo should also have an appropriate call-to-action such as “Don‟t forget about Valentine‟s Day” along with the phone number;  Use of contests to provoke the audience (“Name 15 songs with the word “cookies” in them. The first 20 correct answers win free “At Home Party Pack” products);  Use of Twitter hasthags such as #Cookie, #Cupcake, #FathersDay –to reach users that are not aware of the company yet. Due to the visually based nature of the business “At Home Party Packs”- Pinterest can be a powerful social media platform. It is the place where a lot of women research information and ideas about birthday parties, weddings, therefore it the ideal place for the company to generate business. Since all the sales will be made by a teal on the telephone customers might return to the website to review it therefore these action should be encouraged on the website and by the telesales team. Even though SMM is not a direct income generation tool it must be integrated within the marketing efforts and treated as an important part of the business. The client must take into consideration the fact that SMM (social media marketing) is a continuous process therefore ongoing financial resources must be invested, however done correctly it will lead to more customers, more traffic and more conversions. The client is advised to employ expert advice for any potential legal issues (copyright music for videos etc.) Word count 2983
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