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Butlers Chocolates Digital Marketing Strategy Presentation: DT365/4 Consumer Behaviour (Tuesday, March 18th 2013)

A presentation by: Joe Maume, Ciaran Neilan, Shane Nolan, Katie O'Donoghue, Audrey O'Reilly, Shane O'Rourke, Niamh O'Toole, David Rafferty and Janice Sheridan.
by

David Rafferty

on 18 March 2013

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Transcript of Butlers Chocolates Digital Marketing Strategy Presentation: DT365/4 Consumer Behaviour (Tuesday, March 18th 2013)

Butlers Chocolates General Recommendations The Butlers “Chocolate Café” tab gives the customer information about Butlers’ retail locations and their coffee, their menu and franchising possibilities as well as a café locator.


The Butlers "Happiness" tab promotes the Butlers World of Happiness and their Happiness loyalty card.


Under the "About Us" tab, the customer can learn about the company’s history, who they are, as well as their ethics and beliefs and the awards they have received.


Overall, the Butlers Chocolates website is a great tool for customers to interact with the brand. It provides all the necessities consumers seek, from online purchasing to useful information. •As of the 14th of March, Butlers Chocolates has 22,570 Facebook fans.
•Butlers Facebook page provides a detailed description of some important milestones in the company’s history, such as its foundation in 1932 and the opening of its first retail outlet in 1989.
•Statistics: growth from 8,000 in June 2010 to 17,000 in Jan 2011. Introduction • Butlers Chocolates Twitter page is relatively unpopular (only 1,782 followers as of the 16th of March).
• The company’s Twitter profile picture is simply the Butlers logo on a plain yellow background.
• The home page background photo is embellished with the same yellow colour as the profile picture. More General Recommendations Run more seasonal competitions e.g. at Christmas, offer customers the opportunity to win a Butlers Christmas hamper.

To win seasonal competitions, customers can share the photo on Facebook or retweet it on Twitter.

Winners will be chosen completely at random. • Regular changes in both profile pictures and cover photos, all of which mainly promote the slogans “Purveyors of Happiness” and “Do You Love Chocolate?”
•Page is highly active, with status updates, competitions and interactions with customers occurring every one to three days. A customer’s comment is never left unanswered or unnoticed. • In February alone, 3,270 new people “liked” the page, while 19 people checked themselves in there.
•Competitions trending on Facebook page (e.g. 5 day Butlers Chocolate Hamper)
•Butlers Chocolate recipes also available on the Facebook page, which gives incentives for customers to interact with the company. •Although @ButlersChocs tends to use Twitter for important events (such as Valentine’s Day), they don’t use the “hashtag” feature, which could be utilised to further promote Butlers Chocolate. •@ButlersChocs rarely post their own information; instead, mainly reply to customers.
•On the relatively rare occasions the company tweets, it either posts pictures of new products, one of Butlers chocolate stores or pictures that capture the mood of a given day. •In February, the company ran a Valentine’s Day promotion, setting up a competition where customers could win chocolate hampers.
•They use wildfireapp.com/twitter/ to run the competition. The company’s Twitter page promotes charity events that it runs in stores, such as the Hope Foundation: “Make a difference today! Pop into any Butlers Chocolate Café and buy a Butlers ‪@HopeFoundation‬ bar for €2! ‪#dayofhope‬” ‪ ‬‬ •Butlers Pinterest page has little or no activity at present.

•The company operates just four boards, which, between them all have less than 15 pins.

•Altogether the page has 20 followers and they follow no one in return.

•The last time the company pinned something was over 20 weeks ago. •Butlers Chocolates was founded in 1932. In 1959, the company was purchased by Mr Seamus Sorensen, who continued to operate the business as a small specialist producer of chocolate.

•1989: first retail outlet opens on Grafton St.
•1998: retail outlet opens on Wicklow St.
•1999: retail outlet opens on Chatham St.
•2004: new outlet on Henry St.

•Since 2005, Butlers have expanded into Cork and Galway, as well as internationally, into New Zealand and Pakistan.

•2012: 80th Anniversary.

•Currently 15 Butlers outlet stores within Dublin. Social Media Summary Butler's Chocolate use a variety of digital marketing tools:
Website
Facebook
Twitter
Pinterest
Vimeo The majority of Butlers digital marketing takes place on their official website, Facebook and Twitter. Selective exposure:
Butlers uses digital tools to portray itself to a variety of customers.

Selective attention:
Butlers uses its online shop to actively target people motivated to buy confectioneries.

Selective comprehension:
Butlers allows their message to be interpreted by customers with a wide range of attitudes and experiences.

Selective retention:
Butlers makes their ads meaningful so customers are more likely to remember them. Perception Perception is how information is collected, organised and interpreted Motivation Motivation is the driving force within individuals that impels them to action.

The customer's need is to fulfill their hunger
The customer's want is for chocolate.

Butlers increases its customers' want for chocolate by using appealing images. Attitudes The attitude of customers is influenced by past experiences and observations.

How society as a whole views Butlers can also affect the individual customer. Attitudes can be positive or negative.

Butlers manage the attitudes of customers by promoting positive customer stories and responding to negative ones quickly. Butlers website is divided into five navigation options: Shop Chocolates, Butlers Chocolate Experience, Butlers Chocolate Café, Butlers Happiness and About Us.


Under the “Shop Chocolate” tab, the customer is given an extensive selection of chocolates to browse and add to their online basket for purchase.


Under the Butlers “Chocolate Experience” tab, the customer learns about the possibility to tour the Butlers Chocolate Factory in Dublin. Create a competition encouraging customers to make recipes using Butlers Chocolates products.

Promote this competition on all communication mediums.

The winner's recipe will become an official Butlers recipe/product. Pinterest Recommendations Create a group community board which allows multiple users to pin images to the board.

It is important for the company to utilize its Pinterest account more frequently.

Butlers must also make it apparent on their other social networks that they have it.

They could add the Pinterest app to their Facebook page for better visibility. THANK YOU! Website Recommendations

Place a live Twitter feed on the side of the website.

Make social media icons more prominent on page.
Post more content, including new competitions and photos of customers enjoying products.
Set up an Instagram account and link it to Facebook, utilising filters to make photos of products even more appealing. Twitter Recommendations Encourage customers to tweet a message or a photo in which they are enjoying a Butlers product.

Show the message or photo to an employee to earn a free extra chocolate. Facebook Recommendations Create a YouTube channel, on which a Butlers’ employee creates weekly video-blogs, showing people how to make different recipes. Video Recommendations Conclusion ‚•Butlers Chocolates has a reasonable presence online.

•However, there is room for improvement. The company’s website and Facebook are the places where the company has its most dominant online presence.

•The firm's Twitter and Pinterest pages are lacking in activity and strategy and require more focus.
•Our recommendations will ensure the company has a more well-rounded and exhaustive digital marketing strategy in the future. REFERENCES
(referenced under the APA system, as advised by the DIT College of Business) Abby (April 6 2011). Ireland 2011: Chocolates for John. Retrieved March 14th 2013 from http://abbyjamison.blogspot.ie/2011/04/today-marked-my-very-last-class.html

Butlers (2013, February 21st). Butlers Chocolate Experience [Video file]. Retrieved from

Butlers Chocolates: Butlers Chocolate Collection, with 19 chocolates Retrieved March 14th 2013 from: http://www.butlerschocolates.com/butlers-chocolate-collection-305.html

Butlers Chocolates official Facebook page. (2013, February 21st). Retrieved from https://www.facebook.com/butlerschocolate?fref=ts

Butlers Chocolates official Pinterest page. (2013, March 14th). Retrieved from http://pinterest.com/butlerschocs/butlers-chocolate-cafe/

Butlers Chocolates official Twitter page. (2013, February 26th). Retrieved from https://twitter.com/ButlersChocs

Butlers Chocolates official Vimeo page. (2013, February 21st). Retrieved from http://vimeo.com/butlerschocolates Butlers Chocolates official website. (2013, February 21st). Retrieved from http://www.butlerschocolates.com/

Butlers Chocolates: Butlers Chocolate Collection, with 19 chocolates Retrieved March 14th 2013 from: http://www.butlerschocolates.com/butlers-chocolate-collection-305.html

Gifts.ie: Classic Teddy Bear and Butlers Chocolates Retrieved March 15th 2013 http://www.gifts.ie/gifts/classic-teddy-bear-and-butlers-chocolates

Howard, C (2011) Very Aware: Gerard Butler’s Chocolate Next Gig Retrieved March 14th 2013 from: http://veryaware.com/2011/08/gerard-bulter%E2%80%99s-next-gig-bricklayer/

Jervis Shopping Centre: Butlers Chocolate Café Now Open Retrieved March 14th 2013 from: http://www.jervis.ie/news/detail/butlers_chocolate_cafe_now_open

Liotta, C. J. (July 9th 2012) The Sports Here: At Your Service Retrieved March 14th 2013 from: http://www.thesportshero.com/?p=3774

Professional Merchandising & Marketing Ireland: March 2013 Business News Retrieved March 15th 2013: http://www.pmm.ie/news-desk/

RateMyArea.com: Butlers Chocolate Café Retrieved March 14th 2013 from: http://dublin.ratemyarea.com/places/butlers-chocolate-caf-4018

Spirit of Enterprise: The Story of Butlers Chocolate Cafés Retrieved March 14th 2013 from: http://editions.spiritofenterprise.net/studies2-48516.php REFERENCES
(referenced under the APA system, as advised by the DIT College of Business)


Gifts.ie: Classic Teddy Bear and Butlers Chocolates. Retrieved March 15th 2013 http://www.gifts.ie/gifts/classic-teddy-bear-and-butlers-chocolates

Howard, C (2011) Very Aware: Gerard Butler’s Chocolate Next Gig. Retrieved March 14th 2013 from http://veryaware.com/2011/08/gerard-bulter%E2%80%99s-next-gig-bricklayer/

Jervis Shopping Centre: Butlers Chocolate Café Now Open Retrieved March 14th 2013 from: http://www.jervis.ie/news/detail/butlers_chocolate_cafe_now_open

Liotta, C. J. (July 9th 2012) The Sports Here: At Your Service Retrieved March 14th 2013 from: http://www.thesportshero.com/?p=3774

Professional Merchandising & Marketing Ireland: March 2013 Business News Retrieved March 15th 2013: http://www.pmm.ie/news-desk/

RateMyArea.com: Butlers Chocolate Café Retrieved March 14th 2013 from: http://dublin.ratemyarea.com/places/butlers-chocolate-caf-4018

Soloman, M., 2010. Consumer Behaviour: A European Perspective. 4th ed. England: Pearson Education Limited.

Spirit of Enterprise: The Story of Butlers Chocolate Cafés Retrieved March 14th 2013 from: http://editions.spiritofenterprise.net/studies2-48516.php Consumer Behaviour
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