Digital Marketing - Baroness Coffee Case
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In a digital marketing class, my teammates and I put together and ran a Pay Per Click campaign for a small Denver coffee seller to learn how Google's advertising tool worked, and what it could do for our client.
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Digital Marketing - Baroness Coffee Case
- 1. Karina Ross, Sarah Bielack, Saskia Geilenkirchen, Rafal Brinken & Cole Ericson
- 2. AGENDA 1. Baroness Overview 2. Competition and Target Market 3. Keyword and Content Research 4. Results from PPC Campaigns 5. Analytics Recommendation 6. Social Media Strategy
- 3. Company Background Founded in 1995 by Daily James Inspired by failed business plan Office Coffee Supplier Denver Coffee Shops Coffee Carts/ Kiosks
- 4. Strengths • Unique Services • Local/Small Business • Loyal Clients Weakness • High Employee Turnover Rate • Lack of Marketing • Out of Date website • Unwilling / hesitant to change Opportunities • Growing their roast business • Expand website, offer online shopping • Catering business with Denver Convention Center Threats • Kureg • Growing competition • Economy, cutting unnecessary costs • No mission statement or vision
- 5. Current Website Website created in early 2000’s Created by third party Not able to update Information is no longer relevant
- 6. • Long Copy • No Call to Action • Written by third party – Well written, descriptive words – Hard to browse, essay form
- 7. Future Plans for Online Main Goal- Increase Brand Awareness – Est. relationships with consumers – Install trust Objectives – Increase Credibility – Increase Usefulness – Increase Usability
- 9. Group 2: Keurig Gourmet office coffee First choice coffee Starbucks Group 1: Baroness coffee 360officecoffee Competition Starbucks 360office coffee First choice coffee Gourmet office coffee Keurig
- 10. KEYWORDS We included - 234 keywords The most successful - beans coffee Only 30 % of our keywords really worked We used mostly used broad match type
- 11. Keywords The general formula: Quality score + Landing page + Relevancy = Successful Keyword (high ad rank)
- 12. Examples buy green coffee beans Call to Action “buy coffee beans wholesale” “how are coffee beans roasted” "coffee beans"
- 13. Examples Baroness unique coffee www.baronesscoffee.com Come to us today and enjoy our coffee Google ad Baroness coffee shop www.baronesscoffee.com Passionate about coffee ? Come and share it with us Social Media ad
- 14. Results from PPC Campaigns • 1 campaign with 3 ad groups • 49 clicks in 2.5 weeks
- 15. Results from PPC Campaigns Ad group Coffee beans Catering Office coffee Impressions 17,031 641 3,822 Clicks 34 6 9 Click-through-rate 0.20% 0.94% 0.24% Conversions 0 0 0
- 16. Analytics Recommendation • Google Analytics - To see results of campaign on website - Track actions on website - Track conversions • Facebook Insights - Track page likes, post reach and engagement • Ad Manager (Facebook) - See ad performance
- 17. Social Media Channels Maybe Later Priority
- 20. KPIs • engagement rate • shares • CTRs BE SOCIAL!
- 21. Ending Remarks Increase Brand Awareness: creditability, usability, usefulness Follow peer B2B marketing strategies examples Quality keywords fit together with landing page, relevance Remember the human element of B2B
- 22. Any Questions?
Hinweis der Redaktion
- Baroness Coffee is located in Denver and that’s why the main business is based in the Denver area. The business attaches importance to quality coffee, wherefore they only offer premium beans and high quality machines. That’s where Tom Smith one of our potential customers comes into play. Tom Smith is in his mid-40’s making $52,000 a year. He’s a family guy with two young children and he supports them at his average size office job where he works as an office manager. But Tom would rather be home with his family in the suburbs outside of Denver where he enjoys playing sports and practicing photography around his two kids. One weird thing about Tom though, is that he belt buckle to the side because Tom is both fashionable and functional. Although some question whether he is really functional. Since Tom is an active person, he is serious about his coffee fix. He gets his coffee before he heads to work because he knows he can find better coffee outside of the office. The office just uses boring Folger’s grinds in a drip coffee machine but Tom particularly coffee from Starbucks and Caribou (because he is a Mainstreamer). Tom recently celebrated his ten-year anniversary with his wife. He is a committed and loyal person, who wants to personally know everyone that walks in his office doors. Tom wants the best for not only his family, but also his work family. He is committed to quality and that includes the quality of the coffee his employees have available. Just last month, Tom was awarded “best office manager in the west region” for his corporation, because he is a Succeeded. He wants to keep that reputation up so he spent the last week researching coffee suppliers to make sure he’s made the best choice for his office. It’s important to him that not only his employees will like the taste of the new coffee, but also that the company will find it affordable. Because Tom avoids surprises, he also wants to find a machine that will last a long time and does not break down often. During his research he visited the Baroness website and read a lot about their expertise on coffee beans and about their commitment to quality coffee and quality coffee machines. So one can say that Tom Smith and Baroness coffee are a good fit, because both value the importance of quality.
- When researching competitors in the coffee industry, the first competitor, who comes to ones mind, is Starbucks. Starbucks is globally established and so has not just an up to date website with a good online and mobile appearance, but also a great social media appearance Starbucks can be found on Twitter, Facebook and Instagram. Other competitors, who are also acting more local like Baroness Coffee, are 360officecoffee, First choice coffee, gourmet office coffee and Keurig. Here just a few of them already jumped on board of the social media train. Baroness Coffee as well as 360officecoffee just have a website, which also should be updated. Whereas First choice coffee, gourmet office coffee and Keurig already started to interact with their customers not just through their website but through social media channels. First choice coffee can be found on Facebook, Twitter, Instagram and LinkedIn. Gourmet office coffee can be found on Facebook, Pinterest and Twitter. Keurig is active on Twitter, Instagram and Facebook. So one can group them, where Baroness coffee and 360officecoffee are in group one and have a lot of potential to improve their internet appearance group 2 are the competitors, who already have a decent internet appearance and can be role models for our business partner as well as 360officecoffee. When talking about role models, one should also look whether the role model has a similar business model. Starbucks is a great competitor in the coffee sector, but it has a totally different business model. The company does not concentrate on office coffee solutions, but more on the B2C than B2B market, where Baroness coffee operates. So that although Starbucks social media marketing is exceptional, Baroness coffee should take closer looks to gourmet office coffee and first choice coffee, who also focus more on the B2B market.
- Monitor sentiment of Baroness online. Set up a Google alert. Stay on top of negative posts to resolve problems. Boost positive posts.
- Google to know what everyone else is doing. Buy a high quality camera and take pictures of everything. Grow library of content and schedule out. Make sure content library is accessible for everyone involved.
- Practice posting with a/b testing. Figure out what kind of content works best with Baroness fans, and when to post it so that they see it.