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Authentic Taste – a quest for the perfect online recipe Kenny Van Beeck 12 October 2011
About Authentic Taste <ul><li>French & Italian delicacies </li></ul><ul><li>Authentic & artisanal products </li></ul><ul><...
Authentic Taste - marketing approach <ul><li>Online: </li></ul><ul><li>Website & recipe blog </li></ul><ul><li>Facebook pa...
The real challenge? <ul><li>How to sell a premium delicacy without you to be able to: </li></ul><ul><li>Taste it </li></ul...
The website – Weebly.com  <ul><li>Hosting incl. </li></ul><ul><li>CMS driven </li></ul><ul><li>Mobile ready </li></ul><ul>...
Online payment – Paypal.com  <ul><li>Payment management </li></ul><ul><li>Order follow-up </li></ul><ul><li>Standard plug-...
The website – Results  <ul><li>Past 6 months </li></ul>12 October 2011   |
Facebook page <ul><li>Budget: free </li></ul>12 October 2011   |
Facebook page – Results <ul><li>Conclusion </li></ul><ul><li>Facebook & Facebook page scores above average site results </...
eNewsletters – EmailGarage.com  <ul><li>Profile management </li></ul><ul><li>Full reporting </li></ul><ul><li>Site integra...
eNewsletters – Results <ul><li>Conclusion </li></ul><ul><li>eNewsletters are scoring above general market benchmarks. </li...
Facebook ads - Results <ul><li>Conclusion </li></ul><ul><li>CTR are above average </li></ul><ul><li>Mainly new visitors, w...
Google ads - Results <ul><li>Conclusion: </li></ul><ul><li>Expensive vs return </li></ul><ul><li>This was a one day budget...
DayOfTheWebshop- Results <ul><li>Conclusion: </li></ul><ul><li>A one day event </li></ul><ul><li>Scores above all site ave...
Authentic Taste – mkt timeline 12 October 2011   | Google adds LinkedIn announcement DagVanDeWebshop Facebook Adds
The financial marketing impact <ul><li>Website development: $ 35 – 26,00 EUR </li></ul><ul><li>Paypal transactions: 35,00 ...
The Authentic Taste revenue <ul><li>15.843 EUR </li></ul>12 October 2011   |
The catch -   <ul><li>We got 3 direct online sales orders !! </li></ul><ul><li>The rest came out of tastings & networking...
Thank you <ul><li>eTale BVBA </li></ul><ul><li>K enny Van Beeck </li></ul><ul><li>[email_address] </li></ul><ul><li>tel + ...
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eCommerce Forum Presentation

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The story of Authentic Taste and how to built an eCommerce website at the lowest cost possible, but with great results.

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eCommerce Forum Presentation

  1. 1. Authentic Taste – a quest for the perfect online recipe Kenny Van Beeck 12 October 2011
  2. 2. About Authentic Taste <ul><li>French & Italian delicacies </li></ul><ul><li>Authentic & artisanal products </li></ul><ul><li>Direct import & sale </li></ul><ul><li>eCommerce & tastings </li></ul><ul><li>Personal contact & advice </li></ul>12 October 2011 |
  3. 3. Authentic Taste - marketing approach <ul><li>Online: </li></ul><ul><li>Website & recipe blog </li></ul><ul><li>Facebook page </li></ul><ul><li>eNewsletters </li></ul><ul><li>Facebook ads </li></ul><ul><li>Google ads </li></ul><ul><li>Offline: </li></ul><ul><li>Gastronomical tastings </li></ul>12 October 2011 |
  4. 4. The real challenge? <ul><li>How to sell a premium delicacy without you to be able to: </li></ul><ul><li>Taste it </li></ul><ul><li>Smell it </li></ul><ul><li>Knowing it </li></ul><ul><li>Knowing how to use it </li></ul><ul><li>… at the lowest possible business investments </li></ul><ul><li>Let’s find out !! </li></ul>12 October 2011 |
  5. 5. The website – Weebly.com <ul><li>Hosting incl. </li></ul><ul><li>CMS driven </li></ul><ul><li>Mobile ready </li></ul><ul><li>Paypal integration </li></ul><ul><li>Blog & social plugins </li></ul><ul><li>Budget: $ 35 / year </li></ul>12 October 2011 |
  6. 6. Online payment – Paypal.com <ul><li>Payment management </li></ul><ul><li>Order follow-up </li></ul><ul><li>Standard plug-in on Weebly </li></ul><ul><li>Budget: 3,4 % per transaction </li></ul>12 October 2011 |
  7. 7. The website – Results <ul><li>Past 6 months </li></ul>12 October 2011 |
  8. 8. Facebook page <ul><li>Budget: free </li></ul>12 October 2011 |
  9. 9. Facebook page – Results <ul><li>Conclusion </li></ul><ul><li>Facebook & Facebook page scores above average site results </li></ul><ul><li>Facebook is mainly a loyal audience </li></ul>12 October 2011 |
  10. 10. eNewsletters – EmailGarage.com <ul><li>Profile management </li></ul><ul><li>Full reporting </li></ul><ul><li>Site integration </li></ul><ul><li>Transaction scenarios </li></ul><ul><li>Budget: 70 EUR / year </li></ul>12 October 2011 |
  11. 11. eNewsletters – Results <ul><li>Conclusion </li></ul><ul><li>eNewsletters are scoring above general market benchmarks. </li></ul>12 October 2011 |
  12. 12. Facebook ads - Results <ul><li>Conclusion </li></ul><ul><li>CTR are above average </li></ul><ul><li>Mainly new visitors, with high bounce rates </li></ul><ul><li>Budget: 259,59 EUR </li></ul>12 October 2011 |
  13. 13. Google ads - Results <ul><li>Conclusion: </li></ul><ul><li>Expensive vs return </li></ul><ul><li>This was a one day budget (45 minutes) </li></ul><ul><li>High interest without conversion </li></ul><ul><li>Budget: 573,59 EUR </li></ul>12 October 2011 |
  14. 14. DayOfTheWebshop- Results <ul><li>Conclusion: </li></ul><ul><li>A one day event </li></ul><ul><li>Scores above all site averages </li></ul><ul><li>Good results vs investments </li></ul><ul><li>Overall good media exposure </li></ul><ul><li>Cost per visit between FB and Google Ads </li></ul><ul><li>Budget: 200,00 EUR </li></ul>12 October 2011 |
  15. 15. Authentic Taste – mkt timeline 12 October 2011 | Google adds LinkedIn announcement DagVanDeWebshop Facebook Adds
  16. 16. The financial marketing impact <ul><li>Website development: $ 35 – 26,00 EUR </li></ul><ul><li>Paypal transactions: 35,00 EUR </li></ul><ul><li>Newsletters: 70,00 EUR </li></ul><ul><li>Facebook ads: 250,90 EUR </li></ul><ul><li>Google ads: 573,59 EUR </li></ul><ul><li>Dagvandewebshop: 200,00 EUR </li></ul><ul><li>Total online budget: 1.155.49 EUR </li></ul><ul><li>Tastings china : 486,23 EUR </li></ul><ul><li>Bisiness cards: 120,00 EUR </li></ul><ul><li>Total offline budget: 606,23 EUR </li></ul>12 October 2011 | Total budget 1.761,72 EUR
  17. 17. The Authentic Taste revenue <ul><li>15.843 EUR </li></ul>12 October 2011 |
  18. 18. The catch -  <ul><li>We got 3 direct online sales orders !! </li></ul><ul><li>The rest came out of tastings & networking </li></ul>12 October 2011 | <ul><li>Conclusion: </li></ul><ul><li>No taste </li></ul><ul><li>No smell </li></ul><ul><li>No touch </li></ul><ul><li>… No online sale </li></ul>
  19. 19. Thank you <ul><li>eTale BVBA </li></ul><ul><li>K enny Van Beeck </li></ul><ul><li>[email_address] </li></ul><ul><li>tel + 32 476 29 95 49 </li></ul><ul><li>http://www.etale.be </li></ul><ul><li>http://www.linkedin.com/in/kennyvanbeeck </li></ul><ul><li>http://twitter.com/Kvanbeeck </li></ul>

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