2. WHAT’S IT ALL ABOUT?
This presentation is looking at how businesses have adapted to internet marketing and
how this has linked to their survival.
The two business that will be highlighted in this presentation are:
- Battersea Dogs and Cats home
- Hovis
This PowerPoint will investigate how each of these businesses adapted to internet
marketing in order to survive.
3. HOVIS HISTORY
Hovis was founded in 1886 by a miller named Richard “Stoney“ Smith.
Hovis shares recipes on their website from 1926.
“as good today as it’s always been” slogan
Hovis offer a variety of different bread ranges, as well as flour, biscuits, rolls and a toasting
range.
4. BATTERSEA HISTORY
Battersea was founded in 1860 as a temporary home for lost and staving dogs.
Battersea didn’t take in homeless cats until 1883
Battersea changed their name to Battersea dogs and cats home in 2002
In 2012 the popular TV series, Paul O’Grady: For the love of dogs, begins.
5. HOVIS PROMOTION
• Hovis were one of the first companies to advertise on the television.
• Since then they have moved onto the internet
• Hovis now operate an unsuccessful Twitter account with 3,062 followers
• They also operate an unsuccessful YouTube channel with 0 subscribers
6. HOVIS PROMOTION
• Hovis has attempted to use internet marketing for their benefit
• Hovis need to make their product more exciting for their consumers
• They could hold competition and clearly display their social media outlets on their website
7. BATTERSEA PROMOTION
• Battersea didn’t use a large amount of marketing when they first opened their doors
• The charity didn’t intend to be open for the foreseeable future
• However, when Battersea became a permanent fixture, most of their attention came from
famous visits.
8. BATTERSEA PROMOTION
• Battersea has a variety of successful social media pages
• Limited number of YouTube subscribers
• Celebrities visits are posted onto the YouTube channel to raise awareness
• Battersea have also used a search engine optimize
9. MARKETING TECHNIQUES
Hovis
• Don’t let consumers order online
• They do offer online updates
• social media isn’t on their website
Battersea
• Allow you to buy items online
• You can donate via their website
• Explain business and Battersea
• Clearly shows they have social media outlets
10. TRENDS
Personalised search results
• Showing ad’s to relevant people
• Living in an affluent area
• Pet owners
• Target these people for donations
• Is not relevant to Hovis
• Hovis has a house hold product
• A product that is essential
• Does not need to be personalised
11. TRENDS
Videos in place of text
• Hovis can use videos in place of text
• Use this to make their website interesting
• Promote their YouTube channel
• Show how they use ingredients
• Do step by step videos for bakers
• Is not relevant to Battersea
• Battersea already posts videos on their
website
• Focus on donations
Editor's Notes
This presentation is looking at how businesses have adapted their marketing techniques to internet marketing and how this has had a direct impact on their survival. Within this presentation two businesses will be highlighted for how they have changed their marketing strategies in order to incorporate the internet. One of these businesses is a non-profit organisation and the other is a private organisation. The two companies highlighted within this presentation are, Battersea Dogs and Cats home and Hovis.
Both of these businesses have been operating successfully for over one hundred years. This presentation will investigate and show reasoning as to how each of these businesses have adapated to internet marketing in order to survive and stay ahead of their competitors.
Hovis has a long history, starting in 1886 when the business was founded by a miller named Richard ‘Stoney’ Smith. Since then Hovis has been a part of British heritage for 125 years and is still a strong and successful business and a well-known household brand. Due to the fact that Hovis has been operating for over one hundred years, they are proud of the quality of their baking and have a slogan to show consumers that they are confident they have always given care and attention to their products, their current slogan reads ‘As good today as it’s always been’.
On their website Hovis share a small amount of their most popular recipes from 1926; this allows consumers to compare the change in ingredients from then to now and to see how the business has changed. Sharing their recipes also allows the business to support its slogan. Hovis currently offer their consumers a wide variety of different bread ranges, flour, biscuits, rolls and toasting products in order to cater for their large audience.
Battersea starting out as a temporary home for lost and starving dogs in 1860. This business was founded by Mrs Mary Tealby in a disused stable yard in Holloway, North London. In 1872 the home moved from Holloway to Battersea, where it has stood ever since. The business didn’t take in cats until 1883 and their named only changed to Battersea Dogs and Cats home in 2002.
In 2012 the popular TV series, Paul O’Grady: For the love of dogs began, this series has been a huge success and has provided Battersea with a substantial amount of media attention.
Hovis were one of the first brands to advertise their goods on the television, these advertisements were centred around the quality of baking. Being such a success within the television sector, Hovis should have taken internet marketing in their stride, however, their unsuccessful YouTube, Facebook and Twitter accounts are unpopular with their consumers. On their social networking accounts Hovis has chosen to post baking jokes and constantly hash tag, rather than posting relevant content about their products and upcoming developments. Consumers that are looking for the Hovis social networking sites are most likely looking for relevant content on the business rather than irrelevant jokes and not a large amount of information on the business or the products they sell. Hovis only has 3,062 followers on Twitter and their YouTube channel has 0 subscribers, this indicates that their efforts to move on to internet marketing are proving unsuccessful.
Hovis has attempted, unsuccessfully, to move from TV advertisement to internet marketing. Although Hovis have made attempts to optimize the search engine in order to take their website appear first when searching the internet for Hovis, there is not any evidence of any further success.
Hovis need to attempt to make their products more exciting for their consumers, for example, Walkers and Robinsons are two other companies with ‘dull’ products, however, these businesses have found ways of keeping their consumers interested. For example, Robinsons made a comeback with their recent television advertisement and have a fun and interactive website. Walkers hold competitions for their consumers on a regular basis, their most popular one being creating a flavour of crisps. Walkers website is simple yet eye catching, and they also clearly advertise their social media pages.
Battersea didn’t use a large amount of marketing when they first started, this was due to the shelter only being temporary at the time with no foreseeable future and only centring around Dogs. However, when Battersea became a permanent fixture, most of their public attention came from famous visits that were posting in local newspaper. Battersea did not need to do a large amount of marketing due to them being well know within the local community; most of their promotion occurred via word of mouth.
Now the charity runs various television advertisements and has a variety of successful social media pages.
Battersea Dogs and Cats home now run successful YouTube, Facebook, Twitter and Pintrest accounts. Famous visits to the home by celebrities such as, Amanda Holden, are documented and posted onto the YouTube channel in order to raise awareness of the shelter and their cause. Battersea have also used a search engine optimizer in order to make their website the first that shows up when searching their name into the internet.
Hovis have changed their marketing techniques in order to move to the internet.
Their website doesn’t allow consumers to order products online; all of their products can only be shop bought. This would be a good marketing technique for Hovis to adapt in the future; more and more consumers are preferring to click a button and have their goods delivered than they are to go the shops. Although Hovis sells their goods in bulk to supermarkets and local stores, they could increase revenue by letting consumers buy online. Also, Hovis do not openly advertise their social media outlets on their website, if they weren’t searched consumers wouldn’t know that Hovis had any social media pages.
On the other hand, Hovis do offer online updates for their consumers, this allows consumers to sign up via email and receive information concerning current and new products. This is a useful way of keeping in contact with consumers because e-mails are quick and easy.
Battersea have changed their marketing techniques in order to move to the internet.
Their website allows consumers to buy products online with an account that they can use whenever they want to. Consumers can also use the website and this account to donate to the charity if they want to, donations are not forced on the website, there is an obvious green button that users can access, however, there is no pressure to donate. This allows consumers to browse the website within feeling they have to donate money.
The link between business and Battersea is displayed on the website for people to relate too. The website clearly promotes the charities social media outlets and displays a link so that consumers can access these pages via the website.
There are a variety of trends that are likely to impact on the internet in the near future. However, there are two that may directly impact Hovis and Battersea Dogs and Cats home.
Battersea can use personalised search results by showing advertisements to the relevant target audience. For example, they can target people that are living in an affluent area, e.g. London, and that are pet owners, then they can use pop up advertisements to persuade these people to donate to Battersea.
On the other hand, personalised search results are not relevant to Hovis due to the fact they are promoting a general, household product. For example, bread will be present in nearly every household, therefore, Hovis need to focus on their brand rather than their product.
Hovis can use videos in place of text in order to make their website more interesting for their consumers. These videos could include step by steps or they could show how they utilise their ingredients. These videos could also be used to promote their YouTube channel.
However, videos in place of text are not relevant for Battersea, this is because Battersea already post videos on their website and the business needs to focus on donation as opposed to adoption.
