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- DINZ Conference 2011 May
DINZ Conference 2011 May Silver Fern Farms - - PowerPoint PPT Presentation
DINZ Conference 2011 May Silver Fern Farms - - PowerPoint PPT Presentation
DINZ Conference 2011 May Silver Fern Farms Digital Project CONSUMER INSIGHTS: 2008
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- Silver Fern Farms Digital Project
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- CONSUMER INSIGHTS:
2008
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Connectivity, citizen media, social Connectivity, citizen media, social Connectivity, citizen media, social Connectivity, citizen media, social media media media media:
Digitisation, interactivity and Digitisation, interactivity and Digitisation, interactivity and Digitisation, interactivity and mobility mobility mobility mobility; Consumer is boss, brand, content producer, community builder, net- worker and medium If you arn If you arn If you arn If you arn’ ’ ’ ’t part of the t part of the t part of the t part of the conversation with consumers conversation with consumers conversation with consumers conversation with consumers about your products it will happen about your products it will happen about your products it will happen about your products it will happen without you without you without you without you Mass personalisation and niche Mass personalisation and niche Mass personalisation and niche Mass personalisation and niche marketing marketing marketing marketing are enabled through specialised transaction channels and new media
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MEGA TRENDS – RELEVANT
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CONSUMER INSIGHTS: DIFFERENCE BETWEEN BUYERS
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RESEARCH OVERVIEW – Silver Fern Farms
Objectives: Get occasional buyers buying more
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Connect with our sophisticated consumer Connect with our targeted segment with the right touch points Lead the Category...
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; & Female HHS 25 – 34, 50+ Working part time, housewife, retired married, parents, or older HH No gender skew Main/occasional grocery buyer Younger, (<60) working, prof, high HHI, upper socio Female HHS, European, 35+, working, high % part time, married, parents, high HHI, upper socio-economic profile
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ONLINE MEDIA IMPLEMENTATION
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Digital Tactics & Site Selection
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< The right message at the right time. 10% of the media budget is allocated to Google search. < Search is the #1 driver of traffic to the majority of websites.
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Search Trends
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The following keywords were evaluated: vegetarian recipes healthy recipes cooking recipes free recipes recipes healthy recipe Italian recipes gluten free recipes low fat recipes quick recipes easy cooking salmon recipes dinner recipe easy recipes pasta recipes salad recipes cheap recipes dinner recipes fast recipes
...and highest in the a.m.
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PATH TO PURCHASE MEDIA
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- MULTI- TOUCHPOINT CAMPAIGN
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