German-based Denk Ingredients made its first foray into digital marketing in the lead up to Fi Europe 2021. Helin Cetindere, Junior Marketing Manager, explains how the distributor of branded health ingredients selected the marketing tools best suited to its goals, and how it measured the success of its campaign.
“Our aims were to create brand awareness for our company, to strengthen our position as experts in the distribution of health ingredients and food ingredients, and to assure a strong public perception.”
“We ran our campaign in November 2021, just before Fi Europe, because we knew a lot of people would be gathering information in advance and would want to visit our website and digital stand.”
“... to strengthen experts in the ingredients and
strengthen our position as the distribution of health and food ingredients.”
“First, we ran an online banner on Ingredients Network to create brand awareness, and also credibility as the banner is positioned alongside relevant industry content. We chose this because Ingredients Network has a very valued reputation and a lot of visitors each month – over 110,000. It has a good standing in the industry.”
“Later in the month we ran a top banner in the Ingredients Network Newsletter, with the same purpose. The newsletter is a very valued source of information and has a good reputation in the industry. It has over 100,000 subscribers.”
“The adverts had a similar design, and we used them in a complementary way to transport our corporate identity, to build a high degree of recognition, and to address potential buyers at multiple touch points.”
“We chose to run an e-shot (custom email) in which we promoted three of our partners’ branded ingredients that are focused on key trends and innovations in the food industry: plantbased, natural, and organics.”
“We chose an e-shot because it is a very personalized, individual approach. We could choose the target audience out of the large database offered by Fi Marketing Services, which has 200,000 food industry professionals. Without the e-shot, we would not have had the chance to approach these customers, so it was the best way to place our partners’ products.”
“We could choose the target out of the large offered by Fi Marketing
“They helped us with the content. We asked for some examples from previous campaigns, and for some sample subject lines. The template also helped us a lot with the structure as we could see the word count for each section.“
“It is very important to structure the content in a smart way, and to keep it short and catchy. Schedule a lot of time to develop the content. It can be hard to put the message in the right way because you are limited to a certain amount of words. Also, be sure to use good images to attract the eye.”
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“Brand awareness is not easy to measure. You can only really measure it over the long term. Instead, we measured the impact of the e-shot in terms of new enquiries from interested parties, and the impact of the adverts in terms of website visitors.”
“The online banner was our most successful investment because we could direct see the results in terms of website visitors and compare ‘before’ and ‘after’. We could definitely see more website visitors afterwards. It is a very good choice for visibility too.”
“We measured the impact of the e-shot in terms of new enquiries from interested parties, and the impact of the adverts in terms of website visitors.”
How did you measure the impact of your
“The performance report that we received after the campaign was also very helpful, as it gave us some benchmarks for comparison with other companies. We were really pleased with this.”
Digital Report 2021 - Denk
11 your campaign?
“We are thinking about doing an article in cooperation with our partners. That would be a great way to position and provide more visibility for the branded ingredients. It would also highlight our expertise as a distributor and our long-standing industry know-how.”
“It would also highlight our expertise as a distributor and our longstanding industry know-how.”
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“We are thinking cooperation be a great more visibility
thinking about doing an article in cooperation with our partners. That would great way to position and provide visibility for the branded ingredients.”
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