Learn first hand how a traditional retail business has embraced digital marketing. Presented by Sian Holt at Digital In Kent. http://www.liveandsocial.com http://www.digitalinkent.co.uk

1. Fudge Kitchen Digital

2. Who Are We?
Fudge Kitchen was born 30 years ago.
In that time, we’ve made thousands of
batches of hundreds of flavours of our
original devilishly different fudge.
Our expert fudge makers have been
hard at work creating a host of other
beautiful, delicious and devilishly
different fudge products all ideally
suited to the top end gift food market.

3. Our Product Range is split across 5 Complimentary Groups:
Gourmet
Butter Fudge
Home KitFudge
Sauces
Drinking
Fudge
Whipping
Cream Fudge
What Do We Sell?

4. Own
Website
Other
Online
UK &
Overseas
Distributors
UK &
Overseas
Retailers
Own High
Street Stores
Where Do We Sell?
Food Service
Cafe &
Restaurants
Travel
Industry
Corporate &
Weddings

5. Fitting Digital into Bricks & Mortar
Experience
Involvement
Community
Conversation

6. Continuing The Conversation

7. Golden Ticket Promotion
Objective
Build a relationship with
local customers.
Increase box sales
Objective
Increase Facebook fans

8. Golden Ticket Promotion
Promotion
When a customer purchases a 4 or 6 slice box in store
they are invited to select a golden ticket...
Each ticket contained a unique code which they were
invited to use on the individual store Facebook pages in
order to enter a competition to win an in-store Fudge
Making Experience.
On entry individuals email addresses’ were collected.

9. Golden Ticket Promotion
Aim
• Increase awareness of core brand products
• Target audience groups likely to become long term
consumers with through the line promotion
• Capture details of potential consumers for future
campaigns
• Reaffirm core brand message of luxury and fun
• Develop an audience around the key message to
progress from influenced to advocates
• Increase social media engagement
• Direct consumer drive to purchase

10. Golden Ticket Promotion
Follow Up
• At competition end, send a follow-up email to:
continue the conversation
call to action

11. Campaign Evaluation
• Awareness
Branded traffic search
% Visitor increase
• Interest
Competition participation
Social Interactions (likes, shares)
Email open rates & clicks
• Engagement
Follow up email responses
• ROI
Promotion cost vs sales

12. Local Store Personalities
Objective
Encourage each
individual store to
interact proactively with
their local catchment
Objective
Open or continue
conversations across all
available channels

14. Utilising Digital & In-Store to Support
Other Customers
In- Store Sampling
Twitter
Facebook
Fudge Community

15. Why is this important to us
as a business?

16. OCTOBER
New / Highlight
Dipped Sticks x4
flavours
Mug Of Fudge?
Chilli Fudge?4 – Nat. Poetry D.
- - - - - - -
5 - World Teacher's
Day
- - - - - - -
6-Mad Hatters D.
- - - - - - -
14-20 – Chocolate
Week
- - - - - - -
15 - Cake
Decorating Day
- - - - - - -
22 - National Nut
Day
- - - - - - - -
31 - Halloween
Target Promo (mailer)
[1] NEW Dipped Sticks - Get them All! - 4 Dipped
Stick Flavours for only £15
[2] Spooky events near you! Spooky story telling
and hot fudge drinks@ X – Book your ticket
OFF-1
In-Stores
Fudge in my Kitchen Launch
Buy a Kit – get a 4 slice box Free
OFF-1
Halloween
Mug of Fudge with a free slice
OFF-2
Stash For Christmas
A Drinking Fudge box of any 6
flavours plus a FREE slice of Fudge
OFF-3
Social Media
[1] New spooky fudge flavours, free pumpkin slice
with any purchase
[2] Halloween Spooktacular Savings 20% off in
store this week only
OFF-2
Facebook
50% off next day when you
spend over £20W1 Choc Week: 20% off Choc
Indulgence Minis CHOCY13W3
[1] New Dipped Sticks: All 4
for £15: DIP0813
[2] Halloween store event
W1
NATIONAL Nut Day – Win a
Nutty Surprise by finishing
this sentence: “I love Fudge
Kitchen because they__”
W3
New Dipped Sticks range
BLOG
Halloween inspired recipes
Homepage Banner
[1] – New Slab Flavs – Spooky Spice & Pumpkin Roly Poly
[2] – Devilishly Different Slab fudge banner
[3] – Celebrating 30 years
[4] – New product – Dipped Sticks
[5] – Featured Product - Mug of Fudge | [6] Chilli Drinking Fudge
6th Mad Hatter’s Day... Self explanatory
22nd – National Nut Day: Best use of nutty decor
wins X wows
Celebrate National Nut day by sharing your nutty
ideas.
EVENTS/NOTES
Story about fudge in my kitchen,
advertise store offer
New Mug Of Fudge in Store now;
Fabulous Christmas Gifts
Visit your local store, Buy a
Kit get a 4 slice box FREEW2 [1] Fab Halloween Flavours
[2] New Mug Of FudgeW4
Photos from Mad Hatters
Day –visit your store for in
store fun
W2
In Store, A Drinking Fudge
box of any 6 flavours plus a
FREE slice of Fudge
W4
W1
W1
W2
W2
Mon30th
Sun 13th
Mon 14th
Sun 27th
Mon 28th
Sun 10th

17. Visibility
Through Digital Means
We Are Able To Optimise...
Satisfaction
Loyalty
Profitability

18. The Practicalities
Digital is here to stay; join in or loose out
It requires commitment in time more than money vs conventional
marketing methods and materials
The rules and playing fields for digital change constantly; keep in the
loop or use external agencies to assist.
It needs constant attention in our 24/7 world as conversations and
news change by the minute
It does require some expertise although anyone with an interest can
engage

19. Thank you for listening