The most convenient way to find locally sourced fresh food in London

Presentation by Fernanda Victal, Jessica Wykes, Hannah Mills &

Mischa Clements

1. Who are we?> The Brand> Our Audience > Call to Action > The Website

2. Strategies to Build our client base and promote our business

> Organic Search > Title tags > Keywords > Metadata > Promotional Initiatives > Paid Search > Mobile Strategy > Social Media Strategy > Blogging & PR > Email Campaing and Newsletter> Seasonal Campaigns

3. Tracking our Results

1. Who are we?

The BrandOVERVIEW

• London, Local, Organic, GoFresh • Based in Shoreditch, East London • Providing a convenient alternative to major supermarkets • Increasing the accessibility to a healthy and balanced diet• Building relationships in local communities

MISSION • To change London's current perception of the food industry

and to change the way Londoners currently shop.

REVENUE • Delivery service • Collaborations with local restaurants and businesses • Advertising on our website, social media pages and in store

Our target audienceWHO

• Demographic information: Adults 22+, professional, male and female, live in London. • Psychographic information: Foodies interested in ethical living, green issues, eating local, sustainability, artisan food, independent coffee shops, vintage clothes and furniture, food markets, bikes, organic eating lifestyle.

WHERE

• Techy, they use - Instagram (take photos of food), Pinterest, Twitter, Facebook, use email.

• We have considered but do not think they will use LinkedIn and it does not seem to be the right place for our company.

What is our “call to action”?

WebsiteThis is the main platform of our online presence

Functionality:

Introduction of our product and brand

Online shopping

Store location & maps

Links to our social media

Interaction with our brand / blog / news

Daily news and offer updates – constant fresh content!

Easy navigation around the site

Call to action:

Make sure visitors to the site leave a mark

Follow us on social media, “like us” , “pin us”

Subscribe to our blog

Subscribe to our web page

Sub headings help navigate to new sections which are explained with headings and sub headings

Design:Simple, clean and clear reflect our brand ethosHigh quality seductive imagesContrast between sectionsWhite space between elementsCall to action on each pageConsistency – pull site together

Subscribe to our brand

Subscribing to the site gives us the opportunity to capture data about our users:

Want our users to leave a mark

Provide us with details that can make our marketing strategy more personal, relevant and targeted

Offer incentive to subscribe – discount or free tote bag

Make subscribing quick and easy

Show users the clear incentives of subscribing

Capture mobile / email –allows different avenues of contact

Unsubscribe options – reduce frequency

Automated response on subscription - promotional introductory offer – acknowledgement of joining

2. Strategies to build our client base and promote our business

Building traffic: Organic search

Making sure Search Engines can find our site easily

Structure of website has a big impact on how “googlebots” find content and how well the site performs in ranking

Site construction Search engines read CSS and XHTML more easily and quickly than Javascript and Flash

Depth of site “Shallow page design” The fewer number of clicks from the homepage the better

Internal linkingDecrease number of clicks from the homepage – “googlebots” work more efficiently

Our first and basic strategy is to set Titles and keywords for organic search, as we show next.

Title tags

Each page

has title tag

Titles should

be relevan

t to searche

s

No longer

than 70 charact

ers

Avoid duplicate page titles

Make titles

interesting and emotiv

e

Example titles:

• About us page: Who are Go Fresh | Why Buy local food?• Homepage: Go Fresh | Buy from independent shops online | Eat

organic fresh food• Order page: Buy fresh local food | Order organic groceries online

URL: www.gofresh.co.uk

Keywords Enlist tools such as www.wordtracker.com or www.semrush.com to

help us choose the most relevant keywords

Choice of keywords:

Avoid brand name

Keywords represent what our company stands for: Fresh food London Buy fresh food London Find fresh food London Online Fresh Food delivery London

In readable relevant

text

Density: keywords

make up no more than

10% of page words

Prominence: position

in titles, subtitles,

hyperlinks, start of page

Frequency: place in different

sections on the page

Avoid cannibalis

ation

Locally sourced food London Buy Organic food London Fairtrade coffee London Craft beer London Independent shops London

Placing keywords on the page:Density, prominence, proximity & frequency of keyphrases - All leads to higher search rankings

Keywords example

Metadata

Homepage – behind the scenes

<html><head>

<title> Go Fresh | Buy from independent shops online | Eat organic fresh food </title>

<meta name="description" content=“Buy fresh food from local shops, fresh food delivery, support local shops.">

<meta name="keywords" content=“Fresh food London, Buy fresh food London, Find fresh food, Online Fresh Food delivery, Locally sourced food, Buy Organic food London, Fairtrade coffee London, Independent shops London">

</head><body>

Promotional initiativesHow we would gain potential customer details:• Subscribe button on website – Ask people to subscribe with an

added incentive – free tote bag / 10% off first order

• Hold events at food markets, local festivals, local events, offer incentive to sign up in person, free taster / branded item

• Hold a local taster evening in conjunction with some of the shops involved – eg. local vintners & cheese shop

• Business card jar in the local shops – leave your card, put into a monthly hamper draw

• Leaflet in our local shop partners advertising our delivery and online order service• We opt for not buying a email list, but instead of it we would use our partner’s lists (stores). Also we can build partnerships with key bloggers or websites with similar purpose as our but not our competitors (incentivised recommendations, for ex: type the code BLOG1 to get 10% discount and the owner of this blog promotes this discount in a post)

• Advertising on local delivery bike

Building traffic: Paid Search

AdWords works so well that one study found that 40% of consumers are unaware that Google Adwords are adverts.

Use Google adwords:

“Organic Sunday roast”, “Quality local meat”, “locally sourced vegetables”, “locally sourced food”, “Organic food London”, “Fresh Food London”.

Google Enhanced campaigns: exclude morning and afternoon during week days.

Mobile StrategyInteresting information:

* The Cisco Visual Networking Index / ** Econsultancy UK: Internet Statistics Compendium

• In 2012, the global Internet usage from mobile devices was 12x the amountof data that was used for the entire internet in the year 2000.*

• Mobile accounts for 31% of site traffic on average in the UK **

• 32% of smartphone owners use mobile to research products every week **

• 25% of UK consumers have made a purchase using their mobile **

• Almost a third (32%) of UK consumers have used their mobile to find a retailer’s nearest store or opening times, and 43% of respondents said they had used their mobile to compare prices and look at product reviews while out shopping, up from 19% in 2011. **

Our Plan:

Our strategy will be a 3-steps plan (explained better in the next slide), consisting on:

1 2 3Mobile Friendly Website

Discovery Reaching Customers

It’s extremely important to make our content accessible to all visitors, not only desktop.

After having a mobile friendly contente, we have to be found by people using their mobiles.

Now that people found us, how can we take advantage of this for our business and to help people?

Mobile Strategy – How we’re gonna do it1 2 3Mobile Friendly

WebsiteDiscovery Reaching Customers

61% of mobile users who land on a non-mobile-friendly site will leave and go to a competitor's site

Once we got people visiting our website on their mobile or using our app, it’s time to convert it into sales:

To avoid this, we will develop:

• A Responsive WebsiteWhich means that we don't have separate mobile, tablet, and PC versions of our site: the site adapts to whatever size screen it's being displayed on, all of the content we have to offer will be seen in readable way.

• Mobile app (containing the guide tofind our partners, but inviting people to visit our website in order to get discount or special offers vouchers,so the app doesn’t “kill” our website traffic).

As we opted for developing a responsive website, we will take advantage of the same SEO strategy done for our desktop website. This way, we exclude the efforts and costs of developing a special mobile SEO strategy.

Social Media tools like Facebook, Google Plus and Twitter are mobile friendly already. So we have to ensure we’re also providing mobile-friendly content (it has to look nice for mobile visitors, show up properly, don’t crash their browser and be worth sharing).

• Partnerships

Work with our partners in order to exchange traffic between our websites.

Our app users can reclaim a discount or special offer voucher on our website. They will also receive friendly pushes on their mobile about our more important updates. Offering people virtual "stamps" on their mobiles, on each shop in one of our partners, instead of needing a paper loyalty card.

• Discounts and Special Offers

• Loyalty Program

• Social Media Promotion Incentive for check-in’s, retweets and hashtags on instagram. Social media competitions are another great way to reach a mobile audience as the majority of social network users access them via mobile devices.

• SEO Strategy

• Social Media

Facebook• Share inspiring ideas about health, positive

lifestyle, curious fact about fresh food, quick recipes, etc.

• Create a highly “sharable” content • Promote our partners and our website updates,

generating traffic to our website.

Twitter• 140 characters to post quick notes about food, health,

how to improve life quality, always with a link directing the user to our website to get the complete information.

• Promote competitions (re-tweets, check-in, special vouchers, etc).

We will use our social media presence not only to promote our business, but also to build relations with our customers. We don’t wanna just broadcast content, we want to Interact.

Social Media Presence

Pinterest• We will create Pinterest boards

that provide useful and educational information to followers.

• We want users to think of our account as the go-to place for reliable information about fresh food and healthy lifestyle.

Instagram• Like Facebook strategy, highly “sharable” content

about health, positive lifestyle, curious fact about fresh food, quick recipes, etc.

• Our images will always have our username written on, as a stamp, so other people can promote us on the network, when they share our images.

• Competitions and partnerships with instagram celebrities famous for their food, fit, healthy content.

Social Media Presence

Blogs

Newsletter and campaigns are set up on a web application such as Mail Chimp. Built in features will help to create a successful campaign.

Import address book from contacts already gathered Use the generated html code to embed a newsletter ‘sign up’

form on our website. Use analytics to track viewing of newsletter and how many people

engage with the content, i.e. how many open it, delete it, read it, how many click on links

Use a schedule to get content out in a timely way – such as “Meat Free Monday” recipes midweek

Clients can list their interests on sign up.Several customised newsletters for differing audiences, such as no mention of meat for vegetarian and vegan clients

Campaign emails to promote events and special offers

Email, newsletters, campaigns

Seasonal campaigns

Create seasonal campaigns to keep content fresh in our digital marketing strategy, keep customers interested and giving us reasons to stay in touch with customer base

Ideas for seasonal campaigns: Best butchers for summer barbecues World cup – how to make the perfect churrasco Tour de France – Introducing French cheese & French

wine! Wimbledon strawberry essentials

Contest in Social Media for each campaign, as a “viral”

3. Tracking our Results

Tracking

Measureable Goals: Number of subscriptions (5k subscriptions in the 1st year) Number of daily visitors (200 to 500 visitors per day in the first year) Average 4 stars reviews Followers and fans comparison to competitors

(For 1st year: 8k fans on Facebook, 5k followers on Instagram, 3k followers on Twitter)

30% of sales conversion from website visits

Be the first option for organic local shopping (PR work to interact with costumers when they talk about us on the internet, in order to do our best to achieve this unmeasurable goal)

Unmeasurable Goals:

Use a social media tracker such as Hoot Suite to: Schedule posts Set up

searches to find out who is talking about us across many social media platforms so we can respond quickly

Set up searches to find out what people are saying about our market and our competitors.

Use Google Analytics to: Analyse visitor traffic: for example which pages they visit

most, how long they stay, the behaviour of customers, the routes they take. Where they stop before making a purchase. What stops them?

Who and where are customers are. Do they match our perceived demographic?

The devices visitors use to access our site.

Analysis allows us to reach the right audience, grow and adapt to their online behaviour.

Thanks!