CASE STUDY / BAKER’S DELIGHT / WHY GO DIGITAL /
CASE STUDY / BAKER’S DELIGHT / TARGET AUDIENCE / WHY GO DIGITAL / WITH AN 82% MARKET SHARE BETWEEN COLES AND WOOLWORTHS1, THE CONVENIENCE OF BUYING BREAD FROM THE SAME PLACE AS YOUR GROCERIES IS BAKER’S DELIGHT’S BIGGEST CHALLENGE. THE INTERNET IS INCREASINGLY PROVIDING TIME-POOR, MULTI-TASKING MOTHERS WITH A VALUABLE RESOURCE FOR RESEARCHING BRANDS AND PURCHASES. TRADITIONALLY, MUMS HAVE MORE THAN 100 CONVERSATIONS PER WEEK ABOUT BRANDS, PRODUCTS OR SERVICES – 1/3 MORE WORD-OF-MOUTH CONVERSATIONS HAD THAN THE GENERAL PUBLIC2. CONT’D
CASE STUDY / BAKER’S DELIGHT / TARGET AUDIENCE / WHY GO DIGITAL / WOMEN SEEK ADVICE FROM OTHER MUMS WHO ARE ONLY TOO HAPPY TO RECOMMEND. THE INTERNET RANKS SECOND TO WORD-OF-MOUTH FOR INFLUENCING PURCHASE CONSIDERATIONS. / 86% OF AUSTRALIAN MUMS HAVE USED THE INTERNET MORE THAN 4 YEARS / 87% OF AUSTRALIAN MUMS USE THE INTERNET EVERY DAY / 25% OF MUMS INVEST MORE THAN 3 HOURS DAILY2.
COMPELLING CASE FOR DIGITAL / CLIENT’S GOALS / WITH A 13% MARKET SHARE, BAKER’S DELIGHT FRANCHISEES WOULD LOVE TO SEE IT INCREASE. A $130,000 BUDGET WON’T GET CUT-THROUGH USING TRADITIONAL MEDIA. A TV CAMPAIGN, USING EXISTING MATERIAL WOULD BUY YOU A COUPLE OF NIGHTS IN PRIME TIME. A PRINT CAMPAIGN IN NEWSPAPERS AND SEVERAL SPECIALIST WOMEN’S MAGAZINES WOULD GET REACH, BUT ONLY FOR 1-2 ISSUES. ONLINE IS THE MOST INFLUENTIAL MEDIA FOR AUSTRALIAN MUMS. IT CLEARLY LEADS TELEVISION BY 56% AND MAGAZINES BY 83% IN TERMS OF INFLUENCING MOTHERS’ PURCHASING DECISIONS2. BRANDING IS THE DIALOGUE YOU HAVE WITH YOUR CUSTOMERS, AND NOW THANKS TO THE INTERNET, THE DIALOGUE CAN BE ACTIVE 24 HOURS A DAY.
MULTI-CHANNEL MEDIA STRATEGY / OFFLINE CHANNEL INTERLINK / 1/ A PARTNERSHIP WITH THE SCHOOL CANTEEN ASSOCIATIONS OF EACH STATE (HEALTHY-KIDS.COM.AU). DISTRIBUTING SCHOOL NEWSLETTERS WILL HELP DRIVE AWARENESS TO THESE INFORMATIVE SITES, AND PROMOTE BAKER’S DELIGHT’S COMMITMENT TO NUTRITION IN SCHOOLS. THIS WILL ENCOURAGE PEOPLE TO ENGAGE IN ONLINE CONVERSATIONS.
MULTI-CHANNEL MEDIA STRATEGY / OFFLINE CHANNEL INTERLINK / 2/ EMPLOY A WORD-OF-MOUTH AGENCY LIKE THESOUP.COM.AU. THE SOUP MAMAS ARE CONVERSATION INFLUENCERS DEDICATED TO MAKING MEANINGFUL CONNECTIONS BETWEEN PEOPLE AND PRODUCTS, AND BUILDING ONLINE COMMUNITIES. BY TALKING MORE, THE ONLINE BRAND FOOTPRINT WILL EFFECTIVELY WIDEN AND IMPROVE ORGANIC INDEXING SCORES. RECOMMENDED STARTING POINTS ARE URBANSPOON.COM, HEALTH.NINEMSN.COM.AU, AND MOUTHSOFMUMS.COM.AU.
MULTI-CHANNEL MEDIA STRATEGY / OFFLINE CHANNEL INTERLINK / 3/ CREATE DISCOUNT OFFERS ON GROUP DISCOUNT SITES LIKE LIVINGSOCIAL, GROUPON AND JUMPONIT. SURE, BAKER’S DELIGHT OFFERS DISCOUNT VOUCHERS THROUGH THEIR FACEBOOK SITE, BUT THEY HAVE ONLY APPROX. 8,500 MEMBERS. LIVINGSOCIAL ALONE CURRENTLY HAS 20 MILLION SUBSCRIBERS (6 MILLION NEW IN JANUARY 2010 ALONE).
MULTI-CHANNEL MEDIA STRATEGY / OFFLINE CHANNEL INTERLINK / 4/ CREATE A MOBILE PHONE APP. ‘FRESH FINDER BY BAKER’S DELIGHT’ CAN BE CREATED USING DEVELOPMENT TOOLS BY FOURSQUARE. THIS APP WILL ALLOW THE USER TO FIND THE LOCATIONS OF ALL BAKER’S DELIGHT STORES WORLDWIDE, FIND CAFES AND RESTAURANTS THAT USE BAKERS’ DELIGHT BREAD, AND PUBLISH THEIR UNIQUE SANDWICH CREATIONS. THE USER WILL ALSO BE ABLE TO DISCOVER NEW DISHES THAT THEIR SURROUNDINGS HAVE TO OFFER, AND RATE AND REVIEW CREATIONS FROM AROUND THE WORLD.
MULTI-CHANNEL MEDIA STRATEGY / OFFLINE CHANNEL INTERLINK / 5/ PERMISSION MARKETING. BY ASKING CUSTOMERS TO SIGN UP IN-STORE, THEY WILL RECEIVE VIA EMAIL A NEWSLETTER WHICH FEATURES DISCOUNT COUPONS, PRODUCT AND NUTRITIONAL INFORMATION, AND TIPS. 71% OF MUMS ARE MOST LIKELY TO READ AND ACT UPON BRANDS MENTIONED IN ARTICLES AND EMAIL OFFERS2.
MULTI-CHANNEL MEDIA STRATEGY / OFFLINE CHANNEL INTERLINK / 6/ CREATE AN ONLINE ECOSPHERE WITH CAFES/RESTAURANTS THAT USE BAKER’S DELIGHT PRODUCTS. EACH SHOP WILL FEATURE ON THE BAKER’S DELIGHT’S WEBSITE WITH A LINK TO THEIR WEBSITE, AND A CORRESPONDING BAKER’S DELIGHT LINK WILL FEATURE ON THEIRS. SHOP SIGNAGE DISPLAYING “WE PROUDLY USE BAKER’S DELIGHT” AND A URL WILL HELP DRIVE TRADITIONAL TRAFFIC TO THE ONLINE SPACES.
1 AC NEILSEN, “SHOPPER TRENDS 2008 AUSTRALIA – EXECUTIVE VERSION” 2 SOURCE: 2009 RESEARCH BY KELLER FAY GROUP / KIDSPOT.COM.AU