Flavor Temptations® is a family-owned company based in Madison, WI who develop, produce and sell pre-measured spice packets in local supermarkets as well as online. They have had a website for a couple years, however because of limited time and manpower to dedicate to marketing and maintaining, it has been neglected and is not achieving any objectives for the organization. With the plan to introduce five new products in early 2017, Flavor Temptations had to have their e-commerce website working in top form pre-launch.
To thrive in the highly competitive e-commerce space, Flavor Temptations needed a website that aligned with the goals of the business and the target audience where visitors could learn more about their products, find a local retailer, and buy them easily online. The task at hand was to update product packaging and then optimize their current website so it would function as a powerful marketing and communications tool to attract new customers, position itself as a leader in the packaged spice industry, and provide credibility to potential community partners. We were asked to provide recommendations that would greatly affect the performance of their current website and develop a strategic digital marketing plan for the coming years.
For Flavor Temptations to continue to grow, they need to effectively provide customers with the ability to easily purchase their products online. Specifically, the optimized website and digital marketing plan had to fulfill the following business requirements:
- Increase awareness and visibility in target market and establish trust and credibility in the minds of potential customers.
- Execute an strategic incremental digital marketing plan to increase website traffic, nurture leads, and convert leads into sales.
- Increase online sales to $5,000 in 2017 and $15,000 by the end of 2018.
- Engage with customers on social media by reaching a goal of 1,000 Facebook likes, 1,000 Twitter followers, and 1,000 Instagram followers within 12 months.
The Flavor Temptations product line was increasing from 2 recipes to 3 recipes with different servings sizes for each product. This meant that their current package design would have to change so that customers could visually tell the difference between the boxes quickly– both on supermarket shelves, and in the online store. Once that project was complete, we moved onto the website.
In order to see results and reach their business goals, it was imperative that Flavor Temptations commit and invest in developing their e-commerce channel. For the digital marketing plan, a strong emphasis would be placed on attracting new customers through social media, email marketing, and Search Engine Optimization (SEO). An incremental strategy was employed to ensure a fully robust and cohesive digital marketing plan that focused on achieving their specific goals.
The first phase of the website project included a thorough site clean-up, reorganizing the site's page structure for a better user experience, integrating a true e-commerce solution, and creating an inbound marketing strategy. The next phases are planned to be implemented in 2017.
Flavor Temptations had a great start on their website presence. Their current website just required some thoughtful massaging to make it work better for their customers and their business. The biggest impact was made with their e-commerce solution. Previously, when customers wished to buy a product, they were taken offsite to PayPal. This was a very low-converting technique because of the extra steps in the process. Integrating a true shopping cart platform created a seamless experience for their website customers. Overall site optimization reduced load time and mobile responsiveness issues were fixed. Possibly the most important piece of the puzzle is their decision to jump onto a Client Care Plan so that they will never have to worry about making content updates or website maintenance again!
They are now ready for the abundance of orders that 2017 is sure to bring!
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