As a long-standing client of Food & Nutrition Marketing Services, Uelzena Ingredients always includes digital tools in its annual marketing plan. Anja Brand, Brand Manager, explains how the company adapted and extended its 2021 campaign when Covid-19 prevented in-person attendance at Fi Europe.
“The core of our annual campaign is the Uelzena company profile on the Network platform, which we run every year, together with a selection products.
“In 2021, with heavy hearts, we cancelled our participation in Food Ingredients due to Covid-19, but we still wanted to be part of the buzz surrounding show. To do this, we made greater use of Fi Global’s digital marketing tools, e-shots, newsletter advertisements, web banners, a retargeting campaign, an article in the trend guide.”
recent
the Ingredients of marketing Ingredients Europe surrounding the trade tools, including campaign, and even
“We still wanted to be part of the buzz surrounding the trade show.”
“We played out slightly different themes through each tool. For re-targeting and the web banner, the focus was on the product range and the products. The trend report was on the topic of sustainability, while the e-shot provided information about the company.
“With the overall package, we were able to take advantage of the synergistic effects.”
was the benefit of using several marketing tools within the same campaign?
“We hadn’t used cookies to track adverts to those
“The retargeting covered our brand awareness and other food
“I can imagine could be used
“We will use retargeting again. It could be used very well to introduce a new product.”
used retargeting before and were curious to try it out. Retargeting uses track visitors of one website – Ingredients Network, in our case – then show those same visitors on other websites.
retargeting element of our campaign ran from October to December and our entire range of dairy-based ingredients. The main aim was to build awareness among manufacturers of confectionery, chocolate, baked goods food products.
imagine that we will use retargeting again. As well as for brand awareness, it used very well to introduce a new product.”
“In the past, we have used e-shots as trade fair invitations. This time we used an e-shot to have digital contact with the visitors we would otherwise have met live at Fi Europe. We sent a personal greeting with a picture of the entire team from the last trade show, and we briefly touched on our current topics such as the introduction of a new product line for ice mixes, and the new construction of a spray tower for contract drying.
“E-shots are a really good tool for sending out detailed content to a large (but still targeted) group of recipients. It is much easier to use this service than maintaining a large database of addresses ourselves, and they promote brand awareness because we can integrate our logo.”
“E-shots are a really good tool for sending out detailed content to a large (but still targeted) group of recipients.”
“Of course, brand awareness difficult to measure in concrete terms, but team provides a campaign report with hard statistics to show how each tool
“For e-shots, we are interested in how many visitors come to our website the email. This time we had an above-average click through rate of 4%. often receive direct responses to the newsletter or are asked about it at the
“As for retargeting, success stands and falls with attention-grabbing campaign had a reach of 35,775 – that is, the total number of people clicked the banners. I am absolutely convinced that the retargeting worth it.”
am campaign
and which investment?
but the Fi Global tool performed. website via the links in In addition, we the trade fairs. attention-grabbing banners. Our who viewed or campaign was
am absolutely convinced that the retargeting campaign was worth it.”
“The mix of different instruments is the key to success. Each has its own advantages.
“My advice is to think carefully about what exactly you want to achieve through your campaign, and discuss with the Fi Marketing Services team to find the right mix of tools to maximise the synergies.
“If you are including e-shots, attractive and relevant images are important as they catch the recipient’s eye. A well-worded subject line increases the chances that the newsletter will be opened. When it comes to copywriting, less is more. Get to the point quickly and put the most important thing at the front.”
“The mix instruments success.”
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mix of different instruments is the key to success.”
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