digital marketing strategy -...

Digital Marketing StrategyTodd Cross

#DGM29

BEDFORD CHEESE SHOP

Digital Marketing Strategy

Business Overview

E-Commerce Opportunities

Marketing InitiativesAcquisition Conversion Retention

CR

A

For culinary enthusiasts who want to feel a more authentic, personal connection to their food…

Bedford Cheese Shop is the specialty food store to experience the best artisanal cheeses.

Unlike mass cheese stores and premium food retailers, Bedford is dedicated to exploring and enjoying the craft of cheese.

You become part of their relationship with family farmers and cheesemakers from around the world…

and around the corner in Brooklyn.

BEDFORD CHEESE SHOP

Firmly established in Brooklyn and NYC

BEDFORD CHEESE SHOP

Modest social presence; primarily on Instagram and Facebook

likes2,278

followers4,738

followers1,823 0

BEDFORD CHEESE SHOP

Website designed to address all aspects of the business

E-commerce

Daily menu

Classes

Catering

Private events

Wholesale

Consumer engagement

Store information

Website is not achieving its main goal: incremental sales through e-commerce

BEDFORD CHEESE SHOP

Analytics identified 3 opportunities to build online revenue

Awareness of the stores drives online traffic

Gift giving occasions trigger online purchases

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Fundamental steps can improve performance along the consumer journey 3

BEDFORD CHEESE SHOP

People who know BCS go directly to the site or search specifically for it

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Direct Organic!Search Referral Social

Channel!Contribution(Jan!'15!- Jun!'15)

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bedford!cheese!shop

bedford!cheese

bedford!cheese!shop!classes

brooklyn!cheese

cheese!shop

cheese!gift!baskets

cheese

cheese!shop!williamsburg

brooklyn!sklep

the!cheese!shop!williamsburg

CTR

Clicks

Organic!Search!Queries(Jan!'15!- Jun!'15)

Source: Google AnalyticsSource: Google Analytics

BEDFORD CHEESE SHOP

Online sales originate in NY and >75% are shipped to another address

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%!$!Sales!by!State(Jul!'14!- June! '15)

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Bill!Zip!≠!Ship!Zip Bill!Zip!=!Ship!Zip

Zip!Codes! | !Billing!&!Shipping(Jul!'14!- June! '15)

Source: ShopifySource: Google Analytics

BEDFORD CHEESE SHOP

Online sales are driven by December holidays and “gift” products

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$!Revenue(Jan!2012!- Jun!2015)

Revenue Linear!!(Revenue)Source:!Google!Analytics

note:!$!valuesintent ionally!hidden

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Gift!Certificate

Cheese!of!the!Month!-

3!Months

Regional!Box

Cheese!of!the!Month!-

6!Months

The!Big!B.

The!Snack

The!Board

The!Sweet!Bag

Farmstead!Cheese!

Platter

The!Paddle

%!$!Sales!by!Product(Jul!'14!- June! '15)

Source: Google Analytics

BEDFORD CHEESE SHOP

Gift giving opportunities beyond the December holiday season

Source: Shopify

BEDFORD CHEESE SHOP

Weak performance at all 3 fundamental stages of our consumer journey

CR

A

Time Period: Jan – Jun ’15 Sources: Shopify, Google Analytics

ACQUISITION2,024 = average monthly sessions58% = bounce rate

CONVERSIONLose 75% of customers in the last stages of the purchase funnelAdded to cart = 2.82%Reached checkout = 1.11%Completed Purchase Rate = 0.66%

RETENTION0.5 = average # of repeat customers per month

Current Performance

BEDFORD CHEESE SHOP

KPIs are aligned with digital marketing objectives at each stage

Time Period: Jan – Jun ’15 Sources: Shopify, Google Analytics

CR

A

ACQUISITION3,000 = average monthly sessions (+50%)decreased bounce rate from 58% (1H ‘15 monthly average)

CONVERSIONcompleted purchase rate greater than 1%RETENTION

multiple repeat customers per month(average is only 6 per year)

KPIs

BEDFORD CHEESE SHOP

Recommended initiatives at each stage

Time Period: Jan – Jun ’15 Sources: Shopify, Google Analytics

CR

A

ACQUISITIONTargeted Facebookadvertising

Targeted Google PPC CONVERSION

Optimize website design, navigation and checkout RETENTION

Execute email campaigns – deep links, retargeting and “lite” content testing

Initiatives

BEDFORD CHEESE SHOP

Facebook Test

HYPOTHESIS Paid advertising on social platforms can rapidly drive incremental visits OBJECTIVE(S) Drive acquisition KPI(S) Weekly website sessions significantly above 500. Track e-commerce conversions and sales. STRATEGY Leverage FB’s targeting capability and BCS’s page likes; utilize the platform’s ability to incorporate (tasty) photography TACTICS Ran 14 ads across mobile and desktop over 4 days, continuously optimizing executions and targeting; budget $275 RESULTS • Rapid optimization increased ad effectiveness and efficiency • Friends and family of BCS fans most responsive audience • Generated 65K targeted impressions with $275, resulting in 316 clicks to

BCS.com • Campaign did not result in direct sales (0% e-commerce conversion)

CR

A

BEDFORD CHEESE SHOP

Facebook Test

RESULTS Doubled the number of site sessions during the testing week – although it cannot be attributed to FB.

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500396

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TEST!w/o!07/27/15

KPI!Goal PREVIOUS!PERIOD!w/o!07/20/15

PREVIOUS!YEAR!w/o!07/28/14

AVERAGE!Jan-Jun!2015

Weekly!Sessions

Sessions %!Change

CR

A

Source: Google Analytics

BEDFORD CHEESE SHOP

HYPOTHESIS 2008 PPC campaign failed due to lack of NYC geo-targeting; targeted effort to NYC can drive incremental traffic to BCS.com

STRATEGY Capture searches against branded (BCS), category and competitive (Murray’s) keywords in NY DMA TACTICS Running 1 execution with 3 ad extensions all driving to BCS.com, continuously optimizing executions and targeting; budget $100 RESULTS • $98 cost only generated 4K impressions and 43 clicks • CTR higher than Facebook at double the cost • Bidding against competitive category keywords is prohibitively expensive • SEO should be a higher priority

Google PPC TestCR

A

BEDFORD CHEESE SHOP

Recommendation: Optimize website for e-commerce

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A

• Lose 75% of customers in the last stages of the purchase funnel • Completed Purchase Rate = 0.66%

BEDFORD CHEESE SHOP

Website redesignCR

A

BEDFORD CHEESE SHOP

Recommendation: Email campaigns against distinct consumer segments

CR

A

All customers who have “opted in” to marketing

We have 100’s of email addresses captured in-store and on Shopify.

Email inviting them to the “new” website with an offer of 10% off their first order (up to $x).

Test response to “lite” content marketing on a range of topics including cheesemaker profiles, new or limited products, tips from training classes, upcoming events, seasonal pairing suggestions, etc.

Customers who abandon items during checkout

Enhance Shopify’s automated email notification / retargeting

Test impact of offers to complete

Order Confirmations

Include deep links back to BCS.comfor key products / sections

BEDFORD CHEESE SHOP

Summary

CR

A

ACQUISITION3,000 = average monthly sessions (+50%)decreased bounce rate from 58% (1H ‘15 monthly average)

CONVERSIONcompleted purchase rate greater than 1%

RETENTIONmultiple repeat customers per month(average is only 6 per year)

thank you

toddbcross@gmail.com