2. 1
CASE STUDY
Otto's Cookies Ltd
A private company owned prdominently by the Kramer family, Otto's Cookies is
known throughout the country for its cookies and pastries. Although the majority of
consumers will recognise the brand – and its range of over 60 products – from the
shelves of popular retail outlets, the company also distributes its goods through
food-service facilities (sports stadiums, for example,) and at home party packs
(such as parties for birthdays, anniversaries and so on).
With three production plants located around the country, Otto's Cookies operates
these sales channels through two key methods of distribution. Firstly, the company
delivers directly to its largest customers – the major grocery retailers. The second
is its 12 regional sales and distribution centres which cater for smaller retail outlets.
From these centres, sales representatives visit existing and potential customers
selling the entire product range. Fulfilment to these smaller accounts is via the
regional centres, with deliveries to them from the production facilities on a daily
basis.
The major grocery accounts are administered from the company's head office
(located at the largest of the production plants) by key account managers who deal
directly with the stores' buying departments. Sales staff at the regional centres are
assigned to the various market segments in which they trade, those being:
* wholesale distributors * small retailers
* medium-sized retailers * food-service facilities (eg motorway service
areas)
* At Home Party Packs (pre-selected products are delivered to customer‟s premises
at a set time and date)
Overseeing the whole operation is managing director, Rex Kramer who is assisted
by the marketing director Steve McCroskey and HR director Elaine Dickinson. Whilst
3. 2
all three play a significant role in the running of the company, day-to-day business
is overseen by operations director Ted Striker.
Rex Kramer – who took over as MD when his father, Otto, died – has a sales
background and this is reflected in the commitment to personal sales that
dominates Otto's Cookies' marketing efforts. This emphasis on selling – and
marketing – to intermediaries (rather than consumers) has resulted in only a
limited „corporate‟ online presence which does little more than give a background to
the company and its products. There is no company-sanctioned social media
presence. However, the organization has a budgetary commitment to TV
advertising, the objective of which is solely brand promotion.
Launched only two years ago, sales in the „At Home Party Packs‟ element of the
business have been very disappointing and Steve has decided to instigate an
Internet marketing campaign to revive its fortunes. There will be no offline
marketing for the At Home Party Packs and all orders will be taken by a sales team
on the telephone.
4. 3
AT HOME PARTY PACKS
Digital Marketing Strategy
Report
This report is prepared by Nicolae Victor Rusu hereafter referred to as 'the author'
for “At Home Party Packs” / Steve McCroskey-Marketing Director, hereafter referred
to as 'the client'.
DISCLAIMER:
Without prejudice to the generality of the foregoing paragraph, the author does not
represent, warrant, undertake or guarantee that the use of guidance in this report will
lead to any particular outcome or result. The author will not be liable to the client in
respect of any business losses, including without limitation loss of or damage to profits,
income, revenue, use, production, anticipated savings, business, contracts, commercial
opportunities or goodwill.
5. 4
Table of Contents
Executive summary................................................................................................................................... 5
Glossary of terms ...................................................................................................................................... 5
1 Introduction ........................................................................................................................................ 7
2 Online marketing objectives ........................................................................................................... 7
3 Getting started online....................................................................................................................... 7
3.1 Domain name selection............................................................................................................ 7
3.2 Social media domains............................................................................................................... 8
3.3 Website hosting ......................................................................................................................... 8
3.4 Web presence development .................................................................................................... 8
3.5 Website analytics and e-metrics ............................................................................................ 9
4 Website development ..................................................................................................................... 10
4.1 Online credibility...................................................................................................................... 10
4.2 Content development ............................................................................................................. 11
5 Lead generation ............................................................................................................................... 12
6 Search engine optimization........................................................................................................... 13
6.1 Keyword selection ................................................................................................................... 13
6.2 Directories................................................................................................................................. 14
7 Online advertising ........................................................................................................................... 14
7.1 Landing pages .......................................................................................................................... 15
8 Social media marketing.................................................................................................................. 15
Bibliography.............................................................................................................................................. 17
6. 5
Executive summary
This report was commissioned to present an internet marketing campaign for “At
Home Party Packs” to increase the volume of sales.
The research draws attention to the fact that the main target for “At Home Party
Packs” will be made up of individual who are searching pastries and cookie products
for special events such as birthday parties, anniversaries and different occasions.
Those products might appeal also to a market consisted of companies looking to
provide different pastries products for their social events.
The main objective for the online presence has been defined as revenue generation.
It is recommended that the ideal approach to accomplish this is the construction of
a website.
The content and presentation of the website should be developed in a certain
manner that will captivate visitor interest and determine them to contact the
company.
This report encompasses key points identified by the consultant which must be
taken into consideration in order to develop a successful online presence that will
achieve its objectives.
Glossary of terms
Analytics - Any metrics (type of measurement), statistics or key-performance
indicator which measure marketing and sales effectiveness.
Call to action – A phrase written to stimulate visitors to the website to take a
specific action.
Content management systems or CMS - Content management systems are software
tools or web services for creating and amending website content.
Conversion- Visitor completing a target action.
Conversion funnel- A determined path that visitors should take to reach the final
objective.
Domain name - The unique name of an Internet site.
Inbound link (backlink) - Links on the pages that will take a visitor to a specific
web page.
7. 6
ISP (Internet Service Provider) - A company which provides users with the means
to connect to the Internet.
Landing page- A website destination page when a person clicks on an ad or other
form of link from a referring site.
Rank- How a web page performs compared with others is called its page rank.
SEM (Search Engine Marketing) - The process which aims to get websites listed
prominently in search engine results through search-engine optimization, sponsored
search and paid inclusion.
SEO (Search Engine Optimization) - The process which aims to get websites
optimized and its content in order to be easily indexed by search engines.
SERP- Search engine results page.
Site analytics - The reporting and analysis of website activity - in particular user
behavior on the site.
8. 7
1 Introduction
This report will adopt the best aspects that are suitable for the client‟s digital
marketing strategy and then it will begin to expand on how the most appropriate
and efficient strategies will fit the organization. There are different characteristics of
internet marketing which will be defined in correlation to the clients business and
furthermore a recommendation will be advised on how to apply each aspect.
2 Online marketing objectives
Since the client trades offline and markets online three core objectives are
suggested:
Revenue generation through lead generation (the process of capturing
and simulating customers interest in a service or product so that the
visitor will enquire for more information) will represent 80% of the
strategic objectives;
Customer support: 15%- as the client orders will be taken by a sales
team on the telephone, a direct line should be established with the
salesperson who will take responsibility for the customer.
Brand development: 5%-the online presence should incorporate
practices to enhance a unique brand and visual identity with impact.
3 Getting started online
3.1 Domain name selection
The author recommends that the domain name “AtHomePartyPacks.co.uk” should
be the best choice and get registered. Web servers treat domain names as case
neutral, however from a branding and visitor usability standpoint, using capital
9. 8
letters to break up the domain into visually discernible parts can be effective. It
helps the site stand out to readers and makes the domain name easier to read.
The “AtHomePartyPacks.co.uk” also includes the terms “home party” and “party
packs” which should be included in the SEO (search engine optimization) key words
which will be covered in a later section of the report.
3.2 Social media domains
The author suggests that the client should also have a social media presence
implemented such as:
Facebook- page name “At Home Party Packs” should be the most suitable
name as it represents the name of the business;
Twitter- the business will be restricted to only 15 characters limit therefore
the recommended name is ”@AtHomePartyPack”.
3.3 Website hosting
All websites require a server to be hosted on, so that the site will be accessible for
users. These types of servers involve constant monitoring and maintenance
therefore the hosting of “At Home Party Packs” website should be out-sourced to a
respectable company (Internet Service Provider) which provides these services at
equitable prices.
3.4 Web presence development
The author suggests that the best way for the client is to be developed
professionally. However a content management system (CMS) is advised to be
implemented so that the client if so desires can easily update, modify, publish, and
organize its content from a central interface. The CMS will ease and provide the
client better control and flexibility by allowing a faster reaction to any market
changes.
10. 9
Consequently the designing of Facebook site “At Home Party Packs” should be done
in-house due to its “commercial” page options where it can be re-designed
completely different to the standard Facebook template. Same suggestion applies
for Twitter pages, where images and styles from the out-sourced professional
website can easily be implemented.
3.5 Website analytics and e-metrics
This option should be applied by the expert at the website development stage due
to its multiple functions of monitoring the “digital footprint” (data that is left behind
by users on digital services/an analytic tool to track traffic) of website‟s guests. This
can be used to improve customer engagement and increase the telephone sales.
The author suggests that the ideal way is to correlate the analytical tool (Google
Analytics is indicated) with the conversion funnel by looking at aspects such as:
Devices used by visitors to access the “At Home Party Packs” website
(laptops, smartphones, tablets and mobile devices). A responsive website
should be designed with optimised page loading times, layout etc.
Consult with the professional for the use of demographics data such as
“Google Analytics-Demographics and Interests segmentation” to better
understand and target the business audience
Site Search data in Google Analytics-tool that helps understanding what
customers are looking for by helping find the terms visitors search while they
are on the “At Home Party Packs” website.
Use of in-page analytics by learning which calls to action produce the best
results that will increase the lead generation and the online conversation
rates.
Use of Schema Markup (by adding extra detail to the text under the URL in a
search result. Users are more likely to click if the product advertised such a
specific pastry includes pictures, calorie count etc.)
By using this data effectively the client can increase the lead generation based on
the practices that works best.
11. 10
The client is advised to use e-metrics to learn vital information such as the
keywords used by visitors to land on the webpage.
The author suggests the association of the sales funnel with metrics to provide a
increase the efficiency of the website. If the client notices that the visitors abandon
the funnel in the page view, the use of metrics should be adapted and improve the
calls-to-action in order to get visitors to place the orders by telephone.
At the point where the business will receive a high number of sales calls referred
from the website, it is strongly recommended to tie the telesales function to the
marketing metrics.
4 Website development
It has already been advised that the development of the commercial web presence
to be out-sourced to a professional, however due to the main strategic objective -
lead generation- the sales team should be consulted at this stage. It is advised a
mutual collaboration between the sales team and the professional web developer in
order to integrate the organization‟s culture and ethos and create a holistic and
linear website with excellent service. The client is advised when choosing the right
professional to ask about their testing regime as their response generated can be a
worthy indicator of their dedication and professionalism.
4.1 Online credibility
Due to the nature of the business (products delivered at a set time and date) and
the well-known brand the author suggests that an effective website design should
also include:
“About us” page. Client is advised to consult with an expert and include
authentic content and transparent details about the organisation culture,
operations, its people etc.
Avoiding any reference to “buy” from the top fold and focus on attracting
visitors attention by informing and presenting the solutions to the visitor
12. 11
(wedding cakes suggestions, anniversary tips -a fast and reliable cookies and
pastries delivery service)
Add images with “At Home Party Packs” products from the actual events
(sent by previous customers perhaps on social media). By doing this the
product becomes more desirable and seems more tangible.
At this stage the client should employ a legal adviser due to the usage of pictures
(it may include children photos from previous birthday parties, anniversaries which
require parents signature, signed permissions etc.)
4.2 Content development
As previously suggested the client should seek professional help when developing
the content, but provide a customer –centric insight as well. The author proposes
the website content should be as follows:
List of different product packs divided into a variety of categories such as:
Wedding cookies and pastries, celebrations, tea parties, anniversaries,
birthday parties, baby showers, theme parties, seasonal (e.g. Christmas
cookies, Halloween pumpkin pies etc.)
Information about their reliable delivery and specific time frames;
Home page picture professionally designed and carefully selected;
Phone number large and bold ( chosen professional team will have the
“stylish” adjustments included in their offer: “Call Now”, “Order Now” tabs)
The client is advised to consult the professional and include relevant key words for
the categories and subcategories as it will have a positive impact on the
organic search engine results pages (SERPs).
The author suggests a close observation of the buying process, as well as a fine
tune of the website. The metrics mentioned above should also be monitored and
connected to the sales funnel as it will result in higher quality leads ergo higher
financial returns.
13. 12
5 Lead generation
Lead generation is the practice of soliciting inquiries from potential customers. The
website “At Home Party Packs” is the best option as a lead generation method. Both
quality and quantity leads must be taken into consideration by the sales team.
The author suggest that the sales team has to be chosen with care as it will make
the difference between closing a sale or losing a potential customer.
As the author previously advised lead generation as the main strategic objective the
client must implement a key driver known as CTAs (calls-to-action). A call to action
is a word or a phrase which encourages the visitors to take action. CTAs are the
most critical piece in the lead generation process. CTA must be hyperlinked and
clickable, however the visitor should not be forced to contact the company too early
as it might disrupt the buying process and drive the client away.
The author suggests the enhancement of the aspect of the CTAs in order to
optimise the marketing efforts for maximum conversions.
The author recommends a few call-to-action options such as:
Call us today at “+44AtHomePPacks” and ask about current promotions;
Call us today and find out how you can win a free “At Home Party Pack”
product;
Lead forms on each product/service page on website that surfers can fill in to
request a call back can also generate high-quality leads (visitors that are
likely to buy since they were interested enough to hear more about the
product) and it also allows to track where the lead came from and provide a
better insight for the sales team;
The author proposes the use of social media to increase the lead generation
such as:
Facebook/Twitter page-drives more leads and builds brand advocacy by
including a call to action in the posts. E.g. “FACT: 70% of single parents
14. 13
have stated that they lack the time and skills to prepare birthday cakes.
Have you tried any of our products yet? Call now and get free advice.”
6 Search engine optimization
The author advised that the website development should be out-sourced therefore
the professional will also implement the SEO (search engine optimization), however
the client should give his input and be an integrated part of this process.
The author suggests the usage of Google's SERP advertising called AdWords.
6.1 Keyword selection
Selecting keywords is a crucial part to ensure that the client‟s website gets the
most out of the search engine optimization. The client is advised to employ an
expert and focus on creating useful, information-rich content that uses keywords
appropriately and in context.
Relevant key words should include: “cake recipes, “chocolate cake”, “gourmet
pastries” or “pastries baked daily, ”home parties”, “birthday parties”, “party packs”,
“bakery pastries”, “pastries”, “birthday”, “anniversary”, “wedding”, “English
pastries”, “pastries and cakes”, “pastries and cookies”, “pastries by Otto‟s Cookies”,
“pastries by design”. Google AdWords Keyword Planner provides additional insights
and more in-depth data (Google facility to check on keywords used in industries).
Usage of negative key words such as: “free pastries”, ”pastries sweet”, “pastries
danish”, “pastries jobs”, “sugar cookies recipes” can also be taken into
consideration by the client as it will improve conversion rate, quality score and
reduce costs, but they must be chosen carefully- too many negative keywords and
the ads will reach fewer customers.
It is recommended the implementation of long-tail text content as they can be very
profitable to the company SEO and bring value to the customers. Long-tail
15. 14
keywords are longer and more specific keywords phrases that visitors type when
they are closer to the point-of-purchase. These would include: “birthday pastries
fast delivery”, “delicious birthday pastries, cakes and cookies.”, “how to throw the
best birthday party”.
All these aspects should be discussed and implemented with the help of an expert
during the website development.
6.2 Directories
Ranking high on the SERPs takes time, but “At Home Party Packs” could be listed
on online directories within a matter of days. If included on specific sites it will
create a direct contact for the customers and visitors to the website.
This will also lead to the improvement of the SE listing (search engine listing) by
creating in-bound links. (explain)
It is recommended to submit to the following business directories as it will provide
Google backlinks (for free):
www.yelp.co.uk
www.yell.com
www.scoot.co.uk
The author advised careful consideration of the wording of the entries submitted for
those directories. This can be an additional task for the expert employed to develop
the website‟s textual content.
7 Online advertising
Online advertising is developing at a fast pace and is becoming the main advertising
platform for all businesses. Therefore the use of Google Adwords features is highly
recommended. One of its most valuable features is “ad site links” which allows the
additional link to the business website at the bottom of the add making it more
appealing and enable a better data retention. The client should focus on the main
objectives: lead generation, brand development and direct action.
16. 15
7.1 Landing pages
Landing pages are extremely important in online advertising. It is the web page
that the visitor sees first when clicking on an advert. The landing page content
must match with the advert content. The landing page experience affects also the
Ad Rank, advertising costs and quality score.
The client is advised to discuss the design of the landing page with the professional
company and require an expert to develop a relevant, useful and original content.
8 Social media marketing
Social marketing is a great way to interact with the customer base, raise awareness
about the business, and help earn better rankings on search engines.
The author recommends below a few benefits for “At Home Party Packs” company
from having a social media presence:
1. Increased brand recognition;
2. Improved brand loyalty;
3. More prospects to convert;
4. Higher conversion rates;
5. Higher brand authority;
6. Increased inbound traffic;
7. Better search engine rankings;
8. Richer customer experiences;
9. Improved customer insights;
10.Better customer support.
Nowadays market is moving at a very fast pace. Clients are always connected to
their phones, tablets, laptops etc. The client must take advantage of the digital
social savvy generation.
The author recommends the use of a business Facebook page (generating “likes”)
linked to the Twitter account (updates on Facebook will be automatically tweeted)
17. 16
and a Pinterest account. The design and style can be easily implemented from the
website.
The author proposes a few marketing samples via Facebook account as following:
Post of “how-to videos” (how to make star shape cookie) – it will show
visitors the passion of the business, it adds integrity and personality;
Engagement through visuals (pictures posted on a regular basis). Each photo
should also have an appropriate call-to-action such as “Don‟t forget about
Valentine‟s Day” along with the phone number;
Use of contests to provoke the audience (“Name 15 songs with the word
“cookies” in them. The first 20 correct answers win free “At Home Party
Pack” products);
Use of Twitter hasthags such as #Cookie, #Cupcake, #FathersDay –to reach
users that are not aware of the company yet.
Due to the visually based nature of the business “At Home Party Packs”- Pinterest
can be a powerful social media platform. It is the place where a lot of women
research information and ideas about birthday parties, weddings, therefore it the
ideal place for the company to generate business.
Since all the sales will be made by a teal on the telephone customers might return
to the website to review it therefore these action should be encouraged on the
website and by the telesales team.
Even though SMM is not a direct income generation tool it must be integrated
within the marketing efforts and treated as an important part of the business.
The client must take into consideration the fact that SMM (social media marketing)
is a continuous process therefore ongoing financial resources must be invested,
however done correctly it will lead to more customers, more traffic and more
conversions.
The client is advised to employ expert advice for any potential legal issues
(copyright music for videos etc.)
Word count 2983
18. 17
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