A Chilean Homemade Desserts company

AD 737 - Innovative Marketing Techniques Boston University

Professor Sr. Andrew Banasiewicz April 2013

By: Martin Meister

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Company Overview

Small familiar venture dedicated to manufacture sweet meals and craft desserts

Now it´s a hobby for extra money, in the future can be an initiative for retirement

Located at 25 km from Santiago of Chile

Actually generating customers by the word-of-mouth associated to owners

No Internet presence

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Proposed Online Marketing Strategy

Design and Host the MonentosDulces.cl website

Generate SEO Search Engine Optimization

Create Social Marketing Websites (Blog, Facebook & Twitter)

Deliver a MailChimp Email Marketing Campaign

Perform SEM Search Engine Marketing Google Adwords Campaign

Online Marketing Plan Objective

Drive visits to the website

Capture potential customers´ information

Generate online awareness

Increment the customers´ base

Place to share recipes, sweet meals, cooking workshops and testimonies

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Company´s Logo Search Option

Easy Navigation Bar Rotating Banner

Clear Titles

Only Relevant Information

2nd way linked info

Social Medias Buttons

Subscription Capability

Rotating Testimonials

Social Medias Share

We wanted

A professional looking website

Reach high-end household women

Aesthetic design

Informational design

Interface design

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Rotating Banner

Products´ Display

Products´ category in main Menu

Takes us to the category gallery

Finally more details in selected product

As example a wedding cake

Products´ Category

Product Display

Category Gallery

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Relevant Keywords´ Strategy

Use Google Adwords Keyword Tool

Find best keywords

Popularity, relevance & competition

Tests with search engines

Make Benchmarking

Final selection

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SEO for Website

In website use keywords in meta titles, descriptions, keywords & body text

Use All in One SEO Pack Wordpress plugin

Test webpage organic SEO performance with RankingToday.com

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Blog Website

Connected with main site

Facebook, Twitter and RSS buttons

Drive traffic via new content

Doorway to all Social Marketing

Share important content for customers

Dessert recipes

Cooking advices

Awareness of new products, events and workshops

Periodical testimonies

Last Post Link to Products Link to Products

Blog´s Categories

Social Media Buttons

Share Buttons Last News

Link to Main Site

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Facebook Page Prioritize community formation Owners´ engagement Fans growth => connect with

friends, relatives & neighbors Include all new products, recipes

& activities Share events´ photos Enhance community

participation

Twitter Account Media for instantaneous

messages Primary source of news Announce new products &

recipes Special contests

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MailChimp Campaign

Create, send and track first monthly Newsletter

Drive visits to the website

Create awareness

Linked with homepage, products, delivery and blogs page

Facebook and Twitter buttons

Subscription widget in main site

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Google Adwords Campaign Search & Display campaign

Lasted 6 days

46.4 dollars´ budget

Chilean country

3 Ads Groups with 50 keywords

363 clicks & 47,000 impressions

13 USD cents per click

3 mail contacts for possible orders

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Preliminary Results

Great increase during Adwords campaign

80% of traffic from search and referrals (display)

51% Bounce Rate

20% used Smartphones

300 visits and 761 page views

Organic Searches not detected

Conclusions Positive evaluation of the online marketing strategy and results

We generated online awareness and gathered visits to the website

300 visits with more than 760 page views

3 mail contacts requesting company´s service

Developed the bases for future growth (website, blog, Facebook page and Twitter account)

Gained experience to implement next email and SEM campaigns

Recommendations Populate webpage with all the products with enhanced photos and content

Include in Products´ Page more “call to action” buttons

Study the convenience of developing specific adaptation for smartphones

Implement inbound links, enroll in vertical and related content portals to achieve organic SEO

Deepen Social Marketing Strategy engaging the owners

Improve MailChip email campaigns with focused “call to actions” and local email accounts

Maximize Clicks Through Rate in future Adwords campaign using more accurate and longer keywords

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