This document discusses an online content marketing case study from August 2008. The campaign increased brand awareness by over 8% and had an average session time of over 5 minutes. Over 8,000 people downloaded a mini travel guide as part of the campaign, which ran out of samples 8 weeks before the campaign was completed.
This document contains examples of marketing materials including a business card, envelope, advertisement with a coupon, and menu. The business card, envelope, and menu provide basic company information while the advertisement promotes a product or service with an incentive to purchase in the form of a coupon.
Gourmet is a food company founded in 1987 in Lahore, Pakistan with over 120 locations and 1,500 employees. The company's mission is to provide quality products at low prices and be the market leader. Gourmet offers a wide range of bakery items, sweets, milk, powdered milk, ice cream, bread, jams, candies, toffees, ketchup, cold drinks, and mineral waters. It has over 23 locations and 370 employees in Faisalabad alone serving over 10,000 customers per day. Gourmet aims to meet customer needs by focusing on customer service and uses market penetration pricing strategies to compete with larger competitors like Pepsi and Coca Cola.
Flexitarians are driving growth in the meatless market in Europe. They recognize health benefits to limiting meat and are influenced by taste, nutrition and convenience. Meatless products are positioned beside meat in stores to attract occasional buyers. Soy is popular as a high-protein meat replacement and Veggie Gourmet produces a variety of meatless products from burgers to sausages using modern production facilities. Their goal is to become a leading European brand and supplier across retail, foodservice and industry.
Group project members include Adnan-Ali, Kamran-Khan, Syed-Saqlan, and Shahzad Kaleem-Yousaf. Gourmet was founded in 1987 in Lahore, Pakistan and is now the largest food retail chain in the country. It produces bakery items, sweets, beverages, and other products. The company aims to provide quality products at low prices and become the leading health and wellness brand nationally. Strategic goals include expanding to other cities, increasing market share and profits through quality and prices. Competitors include Pepsi and Coca-Cola. The target market is Punjab and positioning focuses on superior quality and taste.
SME Tech Summit Yahoo Search Marketing Carl Bellamy PresentationRoss Dawson
This document summarizes a presentation about search engine marketing (SEM). It discusses what SEM is, how it works, examples of paid search results on sites like Yahoo and Bing, and how SEM can benefit businesses. It also provides a case study of an Australian legal documents company, LawLive, that uses SEM. Key metrics for LawLive's SEM campaign include a cost per click of $0.02 to $2.00, click-through rates of 2-21%, and a return on investment of 3.99 times.
SME Tech Summit Matt Barrie Freelancer PresentationRoss Dawson
The document discusses how online freelancing platforms allow small businesses to outsource work globally. It notes that while only 21% of the world's population currently has internet access, that number is growing rapidly in developing countries. This will connect small business owners to a huge pool of online freelance labor from around the world. The document cites statistics showing that platforms like Freelancer.com have over a million users and $46 million in projects. It argues that by 2015, millions of service jobs will move offshore, saving companies billions. Online freelancing could theoretically make 11% of global service jobs available remotely. The document encourages small businesses to use Freelancer.com to outsource a variety of tasks and projects globally at low
This document contains examples of marketing materials including a business card, envelope, advertisement with a coupon, and menu. The business card, envelope, and menu provide basic company information while the advertisement promotes a product or service with an incentive to purchase in the form of a coupon.
Gourmet is a food company founded in 1987 in Lahore, Pakistan with over 120 locations and 1,500 employees. The company's mission is to provide quality products at low prices and be the market leader. Gourmet offers a wide range of bakery items, sweets, milk, powdered milk, ice cream, bread, jams, candies, toffees, ketchup, cold drinks, and mineral waters. It has over 23 locations and 370 employees in Faisalabad alone serving over 10,000 customers per day. Gourmet aims to meet customer needs by focusing on customer service and uses market penetration pricing strategies to compete with larger competitors like Pepsi and Coca Cola.
Flexitarians are driving growth in the meatless market in Europe. They recognize health benefits to limiting meat and are influenced by taste, nutrition and convenience. Meatless products are positioned beside meat in stores to attract occasional buyers. Soy is popular as a high-protein meat replacement and Veggie Gourmet produces a variety of meatless products from burgers to sausages using modern production facilities. Their goal is to become a leading European brand and supplier across retail, foodservice and industry.
Group project members include Adnan-Ali, Kamran-Khan, Syed-Saqlan, and Shahzad Kaleem-Yousaf. Gourmet was founded in 1987 in Lahore, Pakistan and is now the largest food retail chain in the country. It produces bakery items, sweets, beverages, and other products. The company aims to provide quality products at low prices and become the leading health and wellness brand nationally. Strategic goals include expanding to other cities, increasing market share and profits through quality and prices. Competitors include Pepsi and Coca-Cola. The target market is Punjab and positioning focuses on superior quality and taste.
SME Tech Summit Yahoo Search Marketing Carl Bellamy PresentationRoss Dawson
This document summarizes a presentation about search engine marketing (SEM). It discusses what SEM is, how it works, examples of paid search results on sites like Yahoo and Bing, and how SEM can benefit businesses. It also provides a case study of an Australian legal documents company, LawLive, that uses SEM. Key metrics for LawLive's SEM campaign include a cost per click of $0.02 to $2.00, click-through rates of 2-21%, and a return on investment of 3.99 times.
SME Tech Summit Matt Barrie Freelancer PresentationRoss Dawson
The document discusses how online freelancing platforms allow small businesses to outsource work globally. It notes that while only 21% of the world's population currently has internet access, that number is growing rapidly in developing countries. This will connect small business owners to a huge pool of online freelance labor from around the world. The document cites statistics showing that platforms like Freelancer.com have over a million users and $46 million in projects. It argues that by 2015, millions of service jobs will move offshore, saving companies billions. Online freelancing could theoretically make 11% of global service jobs available remotely. The document encourages small businesses to use Freelancer.com to outsource a variety of tasks and projects globally at low
1. The document discusses search marketing strategies and how savvy marketers can use search engines like Google to reach customers.
2. It provides tips on understanding customer search behaviors, advertising all products and services, optimizing ads and landing pages, and measuring performance.
3. The key recommendation is for marketers to be present where customers search in order to connect with them at moments of relevance.
SME Tech Summit Brasserie Bread David James PresentationRoss Dawson
The document discusses how small and medium-sized businesses can effectively use Twitter to engage their community. It describes how Brasserie Bread, a bakery, uses Twitter to interact with customers, food bloggers, and at public events. They have built a community on Twitter under the name "TwitterBake" that helps promote their business and products.
Brian Giesen Ogilvy 360 Degree Digital Influence Practical Steps To Ident...Ross Dawson
Here are a few suggestions for improving your outreach to bloggers:
- Focus on how you can provide value to the blogger and their readers, rather than just promoting your brand. Emphasize the experience or content you can offer.
- Personalize the email by mentioning something specific you appreciate about their blog content or writing style, to show this isn't a generic pitch.
- Be transparent that you're reaching out on behalf of a client, but let the blogger's interests and needs guide the conversation rather than just selling your product.
- Offer flexible options for how they could participate rather than just one pre-determined contest idea. Give them a chance for input.
- Ask for their thoughts and feedback on
BBC's digital strategy focuses on creating value from content by reaching large audiences across platforms like BBC.com, which receives 1.9 million unique users and 44 million ad-enabled page views per month. BBC Worldwide partners globally to distribute popular content like Top Gear across territories, adapting it into local TV shows, magazines, websites and merchandise to monetize traffic while finding new audiences.
Social Media Strategies - SBS PresentationRoss Dawson
What to consider when developing a Social Media Strategy
Presentation given by Aisha Hillary, Communications Specialist, New Media & Brand, SBS
For: The Insight Exchange Luncheon event "Social Media Strategies" held 21 July 2009
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
1. The document discusses search marketing strategies and how savvy marketers can use search engines like Google to reach customers.
2. It provides tips on understanding customer search behaviors, advertising all products and services, optimizing ads and landing pages, and measuring performance.
3. The key recommendation is for marketers to be present where customers search in order to connect with them at moments of relevance.
SME Tech Summit Brasserie Bread David James PresentationRoss Dawson
The document discusses how small and medium-sized businesses can effectively use Twitter to engage their community. It describes how Brasserie Bread, a bakery, uses Twitter to interact with customers, food bloggers, and at public events. They have built a community on Twitter under the name "TwitterBake" that helps promote their business and products.
Brian Giesen Ogilvy 360 Degree Digital Influence Practical Steps To Ident...Ross Dawson
Here are a few suggestions for improving your outreach to bloggers:
- Focus on how you can provide value to the blogger and their readers, rather than just promoting your brand. Emphasize the experience or content you can offer.
- Personalize the email by mentioning something specific you appreciate about their blog content or writing style, to show this isn't a generic pitch.
- Be transparent that you're reaching out on behalf of a client, but let the blogger's interests and needs guide the conversation rather than just selling your product.
- Offer flexible options for how they could participate rather than just one pre-determined contest idea. Give them a chance for input.
- Ask for their thoughts and feedback on
BBC's digital strategy focuses on creating value from content by reaching large audiences across platforms like BBC.com, which receives 1.9 million unique users and 44 million ad-enabled page views per month. BBC Worldwide partners globally to distribute popular content like Top Gear across territories, adapting it into local TV shows, magazines, websites and merchandise to monetize traffic while finding new audiences.
Social Media Strategies - SBS PresentationRoss Dawson
What to consider when developing a Social Media Strategy
Presentation given by Aisha Hillary, Communications Specialist, New Media & Brand, SBS
For: The Insight Exchange Luncheon event "Social Media Strategies" held 21 July 2009
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
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Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Before we get into the case study, a little bit of background: Asian Home Gourmet was founded some 25 years ago, and from the start its vision was to bring the best authentic Asian foods out of Chinatown and into the mainstream supermarkets. The brand first came into Australia through a specialist Asian distributor some 15 years ago and over the years have built a significant presence across mainstream and Asian channels.
But in the past year it was felt that with Asian foods now worth 120m and growing at 15%, it is now time to bring it into the Cerebos Australia portfolio of brands alongside the likes of Gravox, Fountain and Saxa. So, as all good marketers do, we did some research on the brand and discovered 3 things:
Firstly, our brand awareness is low. In fact, we are at about 1/3 of the levels of the category leading brand and category no.2. So it didn’t take us long to decide that brand awareness is our top priority. And our research also gave us an interesting insight on the consumers with whom we should drive awareness:
Here’s an example: Julie, the archtypical MGB, cooks and shops for the household, are generally the type of consumer most brands in our space would target. And for good reason too. However, what we found is that in addition to consumers like her, there is also a substantial number of people like Justine: worldly, cosmopolitan, demands quality for her food and is quite tuned in. And for those of you who watched Masterchef, someone who needs a bit of help with her stir fries ;-)
And finally, at the focus groups, a very clear theme emerged on Asian food: it evokes memories of the beautiful sights, sounds and aroma of Asia. It is, quite literally, a sensory journey to Asia.
So how do go about driving awareness? We sat down with our agencies, look at all the research and our range of products, and the name that came to mind……
…… was lonely planet, the brand synonymous with the authentic Asian experience and favoured by the worldly travelers. We all felt that the best way to get our brand out there and establish our credentials is to work with an established player that shares some of our philosophies, and in that sense lonely planet is really a perfect fit. So we started working on a way that would work for both us and LP, and the result……
Is a co-branded microsite. The site forms part of the Lonely Planet website and is accessible by clicking on banners and, for part of the campaign, the front page “Latest from Lonely Planet” section where it was featured.
As you can see, the look and feel and content of this site is fully based on the Lonely Planet website design so for all intents and purposes, it is an extension of the LP site.
And on this site you will find content developed by Lonely Planet for 6 cuisines: China, India, Thailand, Vietnam, Indonesia and Singapore, each taking up a dedicated page and linked to from the main page of the microsite. To be clear, our input only extends to the country selection. The content side of things is totally Lonely Planet’s domain, which is exactly the way we wanted it. Last thing we want to do is turn this into a major copywriting exercise.
So on each country page, you will find text content and images sourced by Lonely Planet. Our branding is limited to banner ads on the page, and a small packshot of one of the product in our range that corresponds to the cuisine type. And on top of that, in each country page you can also……..
…… download a free mini-travel guide of the country featured on the page, that includes a 2 page culinary guide with AHG branding. The guide is about 20 pages long, and is like the snapshot section at the beginning of LP guides. Apart from the advertising value, it’s also a little effort on our part to facilitate format and place shifting for the consumer.
So how did we do? Now to be fair, Lonely Planet is a component of the wider campaign and given that this is a brand building exercise, I really don’t think it’s fair for us to attach any numbers to it, so I’ll just focus on a few key numbers here: Our session time is around 5 minutes. Now let me put it in perspective: I believe that the session time on LP’s site is somewhere around the 14 minute mark. Given that we’ve clearly made the site part of LP and haven’t promoted it separately, this is a very substantial number. And together with the almost 8000 mini travel guides downloaded, our view is that we’ve achieved a very high level of engagement with the consumers through the quality and depth of content on offer.
Now you may recall that we have some banners on the microsite. As part of an effort to further increase engagement with our brand, we were offering free samples through the LP site. All the consumers need to do is click on the banner, where they’ll be taken to a form on www.asianhomegourmet.com.au and choose from a selection of 12 of our products. I can share with you that the click through rate from the microsite is more than 8%, which quite frankly is extraordinary for a banner ad, and we ran out of samples to give away 8 weeks before the Lonely Planet campaign was completed. That, by any standard, really isn’t too bad. And from a broader perspective, the entire campaign, in which LP is a part of, drove sales significantly over the campaign period and 12 weeks after the campaign our baseline sales are stably tracking at more than 20% ahead of pre campaign levels. There’s always room to do better, but to achieve that in our first go at this category is something that we are quite pleased with. However…..
…… we recognise that using content to build a presence online is an evolution. Albeit a very very very fast one. So in summary, I’d like to leave you with 4 thoughts that will drive our continued evolution in this space:
No.1. The name of the game is attraction. I love this graphic because it clearly illustrate that this stuff is all about matters of the heart. And if we think back to our dating days, unless you listen, show respect, and genuinely engage, you are not going to attract anyone. Nifty pick up lines and expensive presents don’t build relationships. Deep and meaningful conversations and hearts and minds do. And as the lone dude in a marketing team full of women, I’m constantly reminded of this.
No.2. Once you attract the consumers, understand what they value about you and find innovative ways to give them what they want. NIN is the classic example here: the album is available to download for free, but the $300 ultra deluxe edition sold out in 24 hours. Why? Because attraction creates an emotional connection between him and his consumers, so that they really value all this extra stuff that NIN could sell at much higher prices.
No.3. Maintaining trust is paramount. By engaging with brands on the internet, consumers are not only pulling aside a curtain to look at what we’ve got, they are also opening a metaphorical window to reach out and let us in. Lose it, the window will slam shut and there’s a good chance that the curtain will be pulled down whenever your brand shows up. Opt-in is a commitment. Abuse that and we’re gone. And most importantly, deliver on promises.
Finally, a point about free. Chris Andersen can tell you all about the power of free as a price point, and the point I’d like to make today is about free as in freedom. When content is used as advertising, it most certainly wants and needs to be free. Free to spread across the wild plains and rugged hills of the internet. Free to be mashed up, remixed, sampled, and become part of all kinds of wonderful and sometimes less wonderful new creations. We need to stop slapping all rights preserved on every piece of content, putting up paid walls and issuing take down notices to our biggest fans, and start taking the cue from creative commons and their likes who are passionate about freeing content from its shackles. I know it’s hard to give up control, and as expert practitioners in this space it’s always easy to see all the nuclear scenarios. But you know what? The best relationships are never about control. It’s about caring and sharing. While we are definitely not there yet, we are passionate about getting there, and hope to see you all there. Thank you.