digital marketing strategy -...
TRANSCRIPT
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
1
2
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
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Direct Organic!Search Referral Social
Channel!Contribution(Jan!'15!- Jun!'15)
%!Sessions %!Revenue
0%
5%
10%
15%
20%
25%
30%
0
200
400
600
800
1000
1200
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
0%
10%
20%
30%
40%
50%
60%
70%
NY NJ CA CT MA TX PA FL VA IL
%!$!Sales!by!State(Jul!'14!- June! '15)
0%
10%
20%
30%
40%
50%
60%
70%
80%
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
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Sep-13
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
$!Revenue(Jan!2012!- Jun!2015)
Revenue Linear!!(Revenue)Source:!Google!Analytics
note:!$!valuesintent ionally!hidden
0%
5%
10%
15%
20%
25%
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.
972
500396
456 450
94%
145%
113% 116%
0%
20%
40%
60%
80%
100%
120%
140%
160%
0
200
400
600
800
1,000
1,200
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
CR
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)
