���CAPSTONE 3 �JENI’S �
Columbia Business School
José A. Serrano
Nov. 2022
TABLE OF CONTENTS:
1. OVERVIEW
What is the business objective? More sales and acquisition of new and development of existing clients through eCommerce
What are the marketing objectives? Brand Awareness directed towards eCommerce sales through their web page and Phone APP by establishing powerful loyalty programs, correct bidding on display/search advertisement, influencers, and word of mouth.
The focus should be on the competitive advantage of Jeni’s ice cream as well as growing the base through social media and downloading the App. “INBOUND MARKETING”
What is the challenge? Convincing the customer to order ice cream through an eCommerce channel and Jeni’s branding choice over competitors including the shipping barrier.
2. DATA ANALYSIS + INSIGHTS
What do you know about the target customer? Anyone that might love eating ice cream (segmented demographics) and the established social media customer base.
2022 = $ 9.9 BILLION INDUSTRY
Room for growth and market share gain.
Main Competitors:
Graeter’s Inc
Salta & Straw
Cold Stone Creamery
Bi-Rite
Baskin-Robins
Ben & Jerry’s Homemade Inc.
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Jeni’s US $ 95.7
WHAT CAN YOU LEARN FROM KEYWORD DATA?�
Targeting of keywords should be done as is, focusing on generic keywords and not so much of specific flavor’s unless the keyword bid is less than the ice cream cost. (ex.blamberry US$16.23)
Organic Traffic provides a substantial amount of reach through search and therefore branded content is crucial.
3. CUSTOMER JOURNEY + CHANNEL MAPPING
This is a social product and the consumer/customer should be a power full content creator and disseminator.
Consumer receives Jeni’s Ice Cream (1st x impression is crucial)
Consumer goes to the store and makes purchase or searches on-line for delivery or goes directly to Jeni’s APP and orders.
Consumer is shown a display Ad or Organic Search and clicks to arrive to Jeni’s web site
Consumer researches on the Ice Cream he/she may like and decides / clicks and arrives at website
Consumer is ☺ or ☹ and becomes a customer where they will probably download App and may engage in Social Media or re-order
Consumer would like ice cream or craves Jeni’s ice cream
Consumer receives immediate gratification if in-store or waits curiously to receive ice cream
Consumers orders directly from the web site or downloads the phone APP
CHANNEL MAPPING
Brand awareness plays an important role in the actual purchase. Getting the customer into the store, digital channels or making them aware of Jeni’s ice cream.
4. BRAND POSITIONING + COMPETITORS
It really comes down to the first purchase!
1st point of contact – One chance to make it right!
Anyone that might love eating premium ice cream.
“Our ice creams have a uniquely smooth texture and buttercream body, with bright flavor and clean finish”
We are a creative-led, community-spirited company on a mission to make better ice creams and bring people together built from scratch with unique recipe honed and perfected over more than 20 years.
3 channels : STORES, WHOLESALE, ONLINE
BRAND POSITIONING & PERSONALITY
Competitors are focused on similar Brand Narratives and this should be the differentiating factor Jeni’s Ice Cream should consider
Will guide the brand’s advertising strategy in terms of:
5. CHANNEL STRATEGY
Which digital marketing channels will you use?
SOCIAL MEDIA, DISPLAY AD, SEM, SEO, PHONE APP
Focus on download of Phone App where customers can post and share their experiences through social media while at the same time track their orders, loyalty programs, new flavor launch, events and growing the CLV.
How will they work together?
All digital marketing channels must be linked to the web page or Phone App with the same consistent Brand message look and feel and campaign should run parallel in all channels.
“Same message all across the channels where the web page and phone app are the database backbone”
WHERE WILL THEY TARGET IN THE FUNNEL?
Display Ads, Organic
Search, Social Media
Video
Search
Display
Download App
Retargeting
6. CONTENT MARKETING PLAN
“This is a social product where our own consumers are the largest creators of content and contributors to propagate this content”
TIK-TOK
PHONE APP
Pinterest-Instagram-Twitter
How is the brand message communicated? Social Media channels and word of mouth
The same amount or equal number of followers on all social media platforms should be downloading the phone APP.
Content Marketing and Funnel Stages
Brand Building
Loyalty Programs
Brand Awareness
WHAT WILL THE CONTENT LOOK LIKE?
7. OFFLINE MEDIA HOW WILL THIS TIE IN WITH THE ONLINE CAMPAIGN?
This is very important because you would need to create a pilot to deliver around areas not penetrated with product or around competitor stores or events
Delivery posts for registering on site with an immediate post and some benefit for posting or sharing (free first quart of ice cream if signed for the app) in order to create content
In 10 cities where the ice cream stores are located so delivery is optimal and customer is satisfied.
Loyalty Program
8. ASSUMPTIONS + RISK MITIGATION
What assumptions are built into your plan?
How will you course-correct if things do not go to plan?
If chips are not coming back then will stop the chip Loyalty Program and the ice cream cart which grants a Scoop ice cream for downloading the Phone App.
9. PROPOSED TESTING
What is an experiment that could help validate/falsify a hypothesis?
-Downloading of the APP and making a purchase on the App-
A group of Facebook followers were shown a Display Ad to download the App vs a Random Group that is not shown the Display Ad. Additionally, this will be done via email (ex. News Letter) showing the display Ad to download the App and not showing the display Ad. The ice cream cart can also promote and not promote the download of the app.
Best Practices for A/B Testing
10. BUDGET ALLOCATION
How will you split the allocated budget across channels for optimal efficiency?
How will you analyze results and optimize once campaign data is available?
11. METRICS
Which metrics will you analyze?
Ad Spend/Impressions shown*per 1000 Ads
Total clicks/total number ads shown *100
Total campaign costs/total clicks
Products purchased/number of clicks
Original Ad Spend/total number of purchases
What would be a reasonable estimate of the ROI for each channel’s budget?
Estimate the Life Value of a single customer compared versus three month’s spending of each channels single customer acquisition cost/download app.
WHAT WOULD A MEASUREMENT DASHBOARD LOOK LIKE?�
App Download
SEO
This campaign is concentrated towards Brand Awareness and growing the base already established through social media with some traditional marketing mix to increase eCommerce Sales. One the main focus is creating content and disseminating it appropriately and timely.
12. FUTURE OPPORTUNITIES
Based on your research on the future of digital marketing, what are the three big opportunities that this brand should be aware of?
Why?
Brand Awareness through Display Ad, content creation both organic and pay with contributors sharing is what is fueling this Brand’s growth and sales.
BIBLIOGRAPHY
Columbia Business School
Capstone Project 2
José A. Serrano
Nov. 2022