Digital Marketing presentation - City University, London - food - Teach Digital - www.teachdigital.uk

1. Digital Marketing
Strategy
Created By Elaine, Hamish,
Sandra, Varsha

2. Product Overview

3.  Viennoiserie
 Breads
 Cakes
 Biscuits
 Flour
 Pasta
 Noodles
Food Items: Initial
Launch
 Sweeteners
 Cake Mixes
 Sauces
 Ice Cream
 Soft Drinks
 Snacks
 Chocolates/Sweets
Food Items:
Future
Good Intentions: A Range of Delicious Low
Glycemic Index Food and Beverage
Products

4. USP - Low GI
What is Glycemix Index (GI) ?
- ability of a carbohydrate to increase level of glucose in the blood.
Brand Philosophy
- LOW GI products only
- Enables diabetics to eat food groups they normally can’t, ie
croissant bread biscuit
- Prevents spikes in blood sugar
- Prevents Serious Diseases ie Cardio, Diabetes, Cancer
- Cuts Cravings
- Assists Weight Loss
- Balances Energy Release
- Improved Mood
Benefits of Low GI

5. Diabetics
“I’ve just been
diagnosed with Type
2 diabetes and I am
looking for ways to
enjoy the foods I
always have”
Adapting to new
condition and way of
life but wants to
continue eating as
much like they used to
as possible.
Needs guidance on
how to enjoy food
rather than focussing
on the negative side of
diabetes and food.
Matilda, 35
Health/Sports
Enthusiasts
“I run marathons and
compete in
triathalons and am
always looking for
low carb food that
tastes good”
Health and sports
enthusiasts need to
maintain a good
weight, keep energy
levels up but
occasionally enjoy
some treats.
John, 25
Dieters
“I have been leading
a sedentary life and
have decided to lose
some weight and do
more exercise”
Our increasingly
sedentary lifestyles,
particularly as we get
older, are making it
harder to keep our
weight at the right
level. A healthy diet,
with low carbs makes
a positive contribution.
Helen, 39

6. Update 1
Carbzone
Carblife
Slim Pasta
Valor
LivLife
Caio Carb
Market Position Strengths Weaknesses
Long
Established
Established
Known Brand in
Europe
Funding Pool
Outlets
Developed Products
Brand Ambassador
Franchising
Online Presence
Repeat Customers
Developed Recipes
Affiliate Websites
Brand Name Poor
Overseas Production
Product Distribution
Product Availability
Expansion Issues
Product Taste Issues
Website poor
Pricing Issues
Limited Products
Tastes Issues
Available Online Only
Poor Growth
Product Innovation
Brand

7. Satisying Food
Fixes A Health Problem
Niche Market
New Business
Premium Food
Celebrity Endorsement
Control of Pricing
Online Sales
Outlets
Fairly New Sector
Not Established
Higher Price Point
Limited Initial Product Line
Production Risks
High Initial Investment
Skill Intensive
Working Against Obesity Epidemic
Servicing Type 2 Diabetes Sufferers
Work with Health Associations
Limited GI Food Choices
Innovative in UK Territory
Media Endorsement
Government Support
Many Target Audiences
Co Branding
Broad Range
Semi Established Competitors
Competition with Mainstream Brands
Copy Cats
Competition with Lower Priced Goods
Market Knowledge of GI
Strengths
Opportunities Threats
Weaknesses

8. Route to Market

9. Website design
 User centric design - accessible
 Obvious message & call to action
 Clean layout, no heavy clutter
 Video
 Colours
 Responsive html5
 No Flash or Java
 SEO key words
 Meaningful user experience!

11. Keywords
 Every page needs to be optimised with one key word, identifying
search terms that our customers would use so that our pages and
site show up in searches
 Google keyword planner/ Google Adwords
 Examples of words we might feed in: low GI, Glycemic index,
pastry, diabetes, cake, croissant, obesity, healthy eating
 One key word per page, mentioned naturally every c200 words
 Some keywords should also appear in meta data
 Constant testing, experimenting with key words, updating to get a
good position in search rankings and a good volume of the right
customers

12. Tags
 Search engines look for text rather than pictures so everything
needs to be labelled
 Page titles eg Http://goodintentions.co.uk/low-GI-food-and-
drink
 Infographics/pictures/videos must all have titles
 Titles should also appear in meta data

13. Driving Traffic to
Website

14. 1. Pay Per
Click (PPC)
2. Online PR
&
Partnerships
3. Social
media
4. Email
Marketing
5. Offline
Driving traffic to the website

15. 1. Pay Per Click (PPC)
 As our website and product is new
and relatively unknown, look at
generic keywords eg low GI,
health foods etc, as well as brand
specific terms
 Start with a small budget which is
capped per day eg £25 and test
what is working, what is not and
optimise the campaign throughout
 PPC ad to include a brief
description on the product and
click directly through to Good
Intentions website driving traffic
and sales
 Launch PPC advertising campaign when the website launches to ensure
immediate presence on search engines, while natural search rankings are
building slowly and steadily
 Objective: Drive traffic, drive sales

16. 2. Online PR & Partnerships
PR & Blogger Outreach
 Reach out to key online health media to introduce the
Good Intentions brand and start spreading the word
online. Target media would include health bloggers
and online health magazines
 Send a Good Intentions hamper to key targets allowing
them to sample the product and encourage them to write
about and review the brand and products on their websites
 Engage local and national press with a news story on the
benefits of low GI, crediting Good Intentions
Partnerships
 Partner with health charities such as Diabetes UK to help
give credibility to healthy eating association
 Secure website links from charity partner website to help
build SEO from a credible source
 Secure presence in partner email sendings with links driving
traffic to Good Intentions website
 Objective: Raise awareness, drive traffic

17. 3. Social media
 Use social media to introduce our new brand/ product and
educate customers on the benefits of low GI
 Create a community following and encourage interaction from
fans through live Q&A sessions, calling out to fans to post their
health successes and low GI motivations/ experiences
 Be a source of inspiration and include low GI recipes and
healthy meal ideas
 Include promotional offers and competitions to reward
customers for following/ becoming a fan
 Social media sites to initially include:
 Facebook: To educate and build brand awareness
 Twitter: To allow daily updates and also as a point of
contact for customers
 LinkedIn: To build a professional network and potential leads
within the industry
 Once these are established and managed effectively,
could look to expanding into other social media sites

18. 4. Email Marketing
 Launch monthly email sendings to customer database
 Personalise emails with customer name to ensure maximum
engagement and open rates
 Include a mix of brand/ product messages to educate and
promotional messages to drive sales
 Ensure a clear call to action: to buy products
 Include links to social media pages through icons
 Feature an unsubscribe option to avoid spamming customers
 Implement a planned email marketing calendar with key
seasonal messages to ensure topical and relevant content
 Objective: Drive engagement with existing customers, drive
sales

19. 5. Offline
Explore offline marketing channels to increase brand awareness,
reach a new audience and ultimately drive traffic to the website:
 Sampling: In gyms, shopping centres and high traffic areas,
allowing people to taste the product. To really engage and
create some buzz, blind taste with non low GI products and ask
customers to guess which is the Low GI product. As well as the
product, distribute flyers with product information and benefits,
with a QR code linking to the website and a promotional code
for money off
 Objective: Raise awareness, drive traffic, drive sales
 Radio- Be the ‘Voice of Low GI’ and expert in our field, run a
radio campaign with a brand representative and a health
professional highlighting the benefits of low GI and a call to
action to visit the Good Intentions website to find out more
 Objective: Raise awareness, drive traffic

20. Measuring
Success

21. Measuring Success
• Who are our visitors?
• Where do they come from?
• How many visitors arrive on our website and
leave straight away? (Bounce rate)
• How can we improve customer experience, to
get customers to stay on our site and buy?
• How many visitors become (repeat) customers?
• What navigation routes work and where are we
losing visitors/customers?
Customer
Experience
and
identification of
customers
• What is the average basket size?
• How much is each visitor costing us? Can we
reduce that cost?
• Are we paying for them or are they from organic
search?
Profitability of
channel and
customers

22. Google Analytics
 Overview report
• Monitor trends in traffic coming from search
• Measure peaks and troughs
• Comparison with other marketing channels
 Traffic sources report
• Determine where our visits are coming from, percentage of new visits, key
phrases driving a significant number of visits, bounce rate
 eCommerce tab
• Conversion rate, per visit value, key phrases with a high revenue figure
 Keywords report
• Analysis for keywords
 Pivot tables
• To look at data from a different angle and to deepen the analysis
 Advanced Segments
• To find out how different groups of visitors behave and if current content,
messaging and navigation is appealing. Paid and non paid for traffic.

23. To be obtained from our email service
provider:
• Open rate
• Undeliverable rate
• Unsubscribe rate
• Response rate
To be monitored by us:
• Visitor numbers to site after
emails sent
• Visitors who purchased
To find out:
• Which areas customers stay on
longest
• Which areas customers leave
(particularly in payment
journey)
• Mouseflow.com
• Crazyegg.com
• Ask visitors to complete a short
survey about their experience on
the site (in return for some
information/newsletter)
• Ask customers to complete a
different short survey
To find out:
• What press coverage Good
Intentions is getting
• What are competitors are up to
Email Response Analysis
Customer Feedback Google Alerts
Heat Mapping