Uelzena Ingredients, an esteemed name in the baking, confectionery, and delicatessen industry and a valued client of Smartcore, launched a smarter digital campaign to enhance their presence at Fi Europe 2023.
In their latest Success Story, Anja Brand, Brand Manager, Uelzena Ingredients, shares insights into their strategy to reach, engage, and convert their target audience.
“Our latest campaign was primarily intended to accompany our participation in the Food Ingredients Europe 2023 trade show. Firstly, our main aim was to communicate our participation to a wide audience. And secondly, we wanted to present our portfolio of milk-based ingredients to our target audience group in the runup to the event, simultaneously raising awareness of the same.”
“We selected three products, a Premium Profile on Ingredients Network, a Custom Branded Email – Targeted, and Email Newsletter Advertising promoting our Sponsored Article.
“Both the Ingredients Network platform and the email campaigns are perfectly addressed to our target groups.”
“We have been using a Premium Profile for suppliers as the basis for our online activities for many years. Having this presence not only helps with lead generation and brand awareness but offers other benefits like being able to display our products and have them listed in relevant search results, featured among the ‘top selected products’ on the homepage of Ingredients Network, and more.
“And especially for the Fi Europe 2023 trade show, we booked a customised email to share our news, invite visitors to our stand, and inform them about the products we would be exhibiting. Both the Ingredients Network platform and the email campaigns are perfectly addressed to our target groups.
“We advertised our article, which was published on the Ingredients Network website, in the Ingredients Network newsletter to provide information about the launch of our new spray-drying plant. I like to use Sponsored Articles and Email Newsletter Advertising regularly because it is a great way to share product and company news very quickly and in a targeted manner, straight to subscribers’ inboxes. It also looks less like an advert and more like an editorial article. In my view, this is more interesting for readers and leads to more clicks and the resulting display of the article.”
“This web platform is precisely tailored to our target group. It is therefore a highly effective method of bringing our news and innovations closer to them. And of course, it increases our visibility on the web. And all this at a reasonable cost and without major scatter loss.”
“The Smartcore team provides a detailed analysis of the open and click-through rates for each digital campaign. This also makes digital campaigns easy to analyse. Our own analysis with Google Analytics has shown that we have also generated direct traffic to our website through the Ingredients Network newsletter. And we had several enquiries in direct response to the newsletter and the publication of the article.”
80,598
Total Sent
179
Total Clicks on your article
5,987
Total Opened 7.93%
Total Open Rate
21 Impressions of your arcticle delivered
1,081
Total Clicks
How effective was it to use a Custom Branded Email – Targeted in your campaign?
3,395
Total sent
66 Total clicks
1,225
Total opens 7.80% CTOR 36.73% Total Open Rate
“With this digital product, I targeted our relevant audience very precisely and I had the possibility to contact a large number of addressees of a desired target group without having to collect the contact data and consents myself. I can only say that this has worked very well for us so far.”
“I have been working with such campaigns for a long time. The result was fully in line with our expectations. I will certainly continue to use it.”
“The cooperation with Smartcore is very pleasant, the team is helpful, friendly, and personable. You are given precise instructions on what you have to prepare for each campaign and then receive very quick feedback on whether everything fits and how it will look. The advice and support in the run-up to selecting suitable campaigns is also very good.”
“I would say you can’t go wrong with this B2B marketing partner when it comes to digital solutions in the food ingredients and production industry.”
“I would try out different measures at the beginning to see what ultimately suits the company and the objectives of the campaign best and brings the most success. And I wouldn’t book it as an isolated measure, but always combine it with a company profile. And I would say you can’t go wrong with this B2B marketing partner when it comes to digital solutions in the food ingredients and production industry.”
What does your digital marketing strategy look like this year? As the best-in-class B2B food and nutrition marketing solutions partner with unrivalled expertise in your prospects, we can help you reach your buyers and drive business growth. Our smarter digital campaigns are designed to deliver greater returns on your investment and time. Are you ready for real results this year?
Marijn van Reeuwijk
Digital Sales Manager
+31 (0)6 38 74 35 63
marijn.vanreeuwijk@informa.com Book your online 30-minute demo with me and let’s get