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Copy of CHOCOLATE

I love chocolate
by

on 20 January 2014

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Transcript of Copy of CHOCOLATE

Chocolate Trends In Digital Marketing
Pride of Heritage
In LOVE With CH
OCOLA
TE

Target
Brand Promise
Fascination Trigger
In-Store Experience
Target
Digital Experience

Recommendations
Agenda
Brand Overview
Digital Experience
Assessment
Trends
Recommendations
Brand Story

User Experience
Search
Social
CRM
Anna
Susie
Camia
Jessica
Johannes

Always striving to offer you a chocolate
that melts tenderly in your mouth and
gently caresses all your senses.
Meet Heather

Heather's Digital Behavior:

Uses social media for sharing
Blogger, Facebook, and Twitter

Brand Promise
Fascination Trigger
In-Store Experience
Digital Experience
Brand Story
The Legend
Commitment To Quality

29 years Old
Advertising Agency
Loves Luxury
Enjoys a high-quality of life
Buys chocolate for occasions and when spoiling herself

Sophie's Digital Behavior:

Uses social media for networking
Facebook, Twitter, Linkedin, Pinterest
User Experience
Social Media
Web
Mobile site
App
Brand Story
The Craftsmen
Brand Promise
Handcrafting the world’s
greatest chocolate
Fascination Trigger
Rebellion
In-Store Experience
Target

21 Years Old
Recently Graduated
Artist/Hipster
Supports craft products
Buys this chocolate because she "believes in it"
Digital Behavior:
Uses social media for self expression
Flickr, Instagram, Tumblr

Digital Experience
User Experience
Web
Mobile
Search
Earned Media
Social Media
Snickers: You are not youself When you are hungry
Find M&M on Google Maps
CRM
Be Cautious of Frequency
- Avoid irritating the customers with too many emails

Be More Creative
- Use engaging titles for better response
- Mix promotions with other content
CRM
Social Media
Create Platform-Appropriate Content
- Create content with the platform in mind

Engage Users
- Ask questions
- Invite followers to share their "sweet moments"

Provide a Variety of Content
- Stay relevant and interesting through a mix of topics and events posted
Earned Media
Promote CSR programs
- The Lady Godiva Program

Optimize Customer Reviews
- Use SEO tools to increase views

Involve Famous People
- "Obama gave Michelle Godiva this year"
User Experience
Make all website responsive
- Improving the view across devices

Add value to the website
- Include "sweet moments" stories, chocolate dessert recipes, promotions, fun facts, etc
Mobile App
Create Youtility by solving Problems
- Date night? (love & chocolate app)

Make it Fun
- Candy Crush, chocolate version

Monitoring
Watch for newsjackng opportunites
- Fans of Oscar "losers," celebrity break ups, etc

See what other companies are doing
- Google maps

Use Google alerts for news on targets
- College students, brides, etc
SEO
SEM
Search
SEO
SEM
SEO
Recommended Article
Assessment
Search Marketing
User Experience
CRM
Social Media
Public Relationship
Summary
Brand Overview
37 Years Old
Young Mom
2 children
Financial Analyst
Buys chocolate when shopping for her family
Meet Sophie
Other Platforms
Loren
Full transcript