Digital Marketing Presentation

B&G FoodsBy Steven Ameyedoe

General Assembly

B&G Foods • A Company that has been built upon a successful track record of both organic and acquisition-related growth. • Goal is to continue to increase sales, profitability and cash flows through organic growth, disciplined acquisitions of complementary branded businesses and new product development, and to improve and maintain the Quality, Consistency and Freshness of its line of products and services as a commitment to their customers. • Since 1996, they have successfully acquired and integrated more than 50 brands into their company. • MrsDash.com is B&G’s favorite site for promotional contents on healthy living and focusing on ways to provide visitors to find out more information on nutritional facts and healthy food ideas, by interaction through videos, blogs, e-newsletters and undertaking a live recipe demo with a popular food channel chef.

Relationship Development Strategy

Audience Description

For B&G, the audience is placed into 2 market segments: • People that prefer B&G’s offer for healthy purposes

• People that prefer B&G’s offer just for the flavor and great taste

Demographics ..

• Local, upscale, educated families,

• Male and female

• Ages 35 - 55

• Has Kids, ages 15 - 25

• Average household income of $75,000

• Some College education

• Caucasian, Blacks and Hispanics

B&G can be assured that visitors to the site are looking to purchase an offer;

• As an addition to their healthy lifestyle

• As a source of good flavor and great taste.

Customer roles and personality in the buying process involves:The Competitor, the Spontaneous, the Humanistic, and the Methodical, and all are targeted according to their unique buying processes.

Competitive: They are fast thinkers and take quick decisions.

• B&G will provide information that will deliver the how and why its products are superior to the competition

Spontaneous: These are also fast thinkers but they are more emotional

• B&G will provide a Landing page that will involve very few readings including customer testimonials, quick description and benefits of the product with high-quality images, quick description and benefits of the product with high-quality images, unique call to action will serve as a catalyst to the buying process.

•

•

Audience Intentions

Humanistic

Methodical

• They are slow but in a more logical way.

• B&G will include on the site’s landing page content with detailed facts

• More emotional but think and act much slower.

• B&G will provide real time photographs of care and wellness activities.

Audience Intentions…

Confidence Builders

• Preparation - to increase the ability to take action

• Expectation - to know what to expect (failure/success, lose/win)

• Positive Action - to encourage safety, to eliminate doubt

Unique Value Proposition

We are the only high-quality, branded, shelf-stable foods providers with convenient selection in the US. Our healthy products are safe, save lives and provide a lasting peace of mind to our customers.

Unique Value Proposition

Think and Feel ?- I want happy customers and more referrals.

- How do I increase visibility?

- I want to cut my costs. Can I handle this job?

Hear?  - We need  more support.

- We need more sales.

- They are using X company instead.

See?- Low budgets for marketing and sales.

- My competitors are using new ways for lead generation.

- Low visibility to customers.

Say or Do? - Brainstorm with friends about new ideas and solutions for the company

- Constantly get hold of new ideas and to improve products.

- Seek for ways to finance the business campaign

Customer Empathy Map 

Customer Persona

Aaron Sanchez• Title - Marketing manager/Chef• Industry - Sanchez Restaurant/

Online Chef• Age - 42• Salary - $75,000• Education - College degree• Married - Father of Two• Lives in Los Angeles, CA

Quote:“Why do bringing families together by delivering high-quality, mouth-watering dishes feel like so much work?”

Web Analytics Measurement Framework

Marketing Objectives

• Modify B&G’s website to grow site traffic 20% monthly in the next year and to Increase conversion rate 3% in the next year.

KPIs

• Website Traffic sources • Conversion rate

Website Objective Outcome

These sites primarily only provide image and

text display advertisements.

Objective: Increase Website Traffic Problem: Current Facebook ads doesn’t convert properly and get very low traffic to the website. The problem is that there is no strategy.

Solution: Creating traffic generation focussed Facebook ads and building an effective Facebook ad strategy.

•

MarketingTacticAdd formats

Marketing Tactics

Display ads andFacebookads-willallowyoutocreatedemandandintroduceyourservicestocustomerswhomaynotbelookingorevenknowyouexist.

Tactic 2: Google Display ads

Salt Free SpicesSalt Free Seasoning & RecipesWide Selection Flavors, Order Now!http://mrsdash.com/products

Tactic 1: Facebook ads

Headline: Headlines are one of the first things visitors will notice on your ad. snappy and relevant, immediately catches their attention, compelling enough to make visitors want to read more, and eventually convert.Ad Text: Should close the sale; inform visitors about the features of your product/service, and how they can benefit from it; educational and enticing at the same timeImages: Images should attract visitors and highlight the benefits of your product/service; shouldn’t distract users from the action you want them to take; should guide visitors towards the next action; should support your claims and strengthen the desire to buyCTAs: Calls-to-action are one of the most important elements to test for CRO (conversion rate optimization).  Elements like CTA copy, button color, button size, and button placement all play important roles in your conversions; should guide people towards action and should be short, direct, and actionable. It should therefore focus on what the user is going to get, instead of what you want them to do..

A/B Test/Ad CopyChanges…

Budget Requirements

• Cost & Return on Investment: Assuming a $12k monthly ad budget, and

an average CPC of $1.75, resulting in 6,900 visitors per month over 3- month

period, and a 2% conversion rate in month 1, the return on investment (ROI) is

calculated as follows:

• Cost Per Click: $12,000 Ad budget per month) / $1.75 avg. CPC = 6,900

paid visitors/month

• Revenue: 6,900 total visitors x 2% conversion x average transaction

value of $150

• Revenue: $20,700 in month 1 + 3% conversion in month 2 = $31,050 +

4% month 3 = $41,400

Return on Investment: $93,150 (3 month Revenue) / $37,900 (36,000 + $1,900 Mgmt. Fees) = 2.458 or 246% projected ROI on their total spend

•

Performance Analysis

spyfu.com

ConclusionThe expected results of this strategy are to allow more visitors to convert by clicking on the PPC ads to achieve a maximum ROI, as estimated to be about 250%.A pay per click (PPC) ad that has a compelling headline, an easy to understand description of the offer and a simple call to action can drive visitors willing to convert on the B&G website. Thank you, Bye-bye.