International success in the US
Increased regional sales
Increase brand awareness
How could we deliver a success in the U.S. for $400,000?
Before we could start we had to update and redesign the brand website and populate it with valuable content. We worked with a professional chef and photography team to develop a monthly calendar of recipes based on most-searched categories. We built and managed an email program with a monthly newsletter, with an average open rate of 26%, and a Facebook page with over 10,000 fans. With the platforms in place, we were able to run sweepstakes and contests to increase awareness and outreach.
Model success with multi-channel approach focused on one key market.
International firms chronically underestimate the size of the US and the budgets needed to make an impact. To overcome this, we recommended a single-market approach. By focusing on one location, we could deliver sales impact with the available budget. We could drive awareness and sales, and provide a test market model for a roll-out. We researched cities with the right mix of traditional and digital media, strong event participation, and a robust food culture. Meanwhile the client assessed their markets for distribution and a strong relationship with the broker. After discussion, we all agreed it had to be San Francisco.
Position the brand as an “upgrade” – then spread the word high and low.
We focused on a usage strategy, showing consumers how use harvarti in familiar recipes. This helped us move it away from an occasional ‘treat’ to an everyday purchase that would be a simple “upgrade” over other cheese choices.
The media strategy integrated big-ticket “awareness” with inexpensive “reminder” channels.
Awareness: We developed a TV feature with a local celebrity chef, promoted through digital radio, and hosted tasting stations at 5 major festivals, engaging with over 40,000 consumers one at a time.
Reminder: We drove the message with digital radio, localized blogs, PPC banners timed around promotions, custom recipe emails and banner ads and a national sweepstakes.