ROLD GOLD PRETZELS // PEPSICO.

 ROLD GOLD PRETZELS
//
PEPSICO.
JEN JAMES
MARKETING OPTIMIZATION BRIEF
INTERNET MARKETING
MAY 2014
JAMES 1
Part 1 Organization and Customer Discussion.
(1.1)
MISSION, PURPOSE, SIZE, RESOURCES
For my marketing optimization brief, I have selected Rold Gold Pretzels as my
product. Rold Gold is a pretzel snack line that is manufactured and marketed by Frito-Lay
Inc., which is a subsidiary of parent company PepsiCo. PepsiCo’s overall product portfolio
consists of a total of 22 brands including beverages and a diverse range of snack
products. PepsiCo’s mission statement is to be the world’s premier consumer products
company focused on convenient foods and beverages. Their vision is to put into action
through programs and focus on environmental stewardship, activities to benefit society,
and a commitment to build shareholder value by making PepsiCo a truly sustainable
company. PepsiCo’s core business purpose serves to be committed to achieving
business and financial success while leaving a positive imprint on society- delivering what
we call Performance with Purpose. PepsiCo Inc., is the 2nd largest food and beverage
business in the world, with over 290,000 employees. Resources of the organization
include PepsiCo Americas Foods, PepsiCo Americas Beverages, and PepsiCo
International.
PRODUCT
The product that will serve as the main focus of my marketing brief is Rold Gold
Pretzels. In comparison to other brands, Rold Gold is currently the leader in the pretzel
industry. In order to maintain this good standing, the company needs to increase interest
in the pretzel category and particularly more interest in Rold Gold products. Because more
consumers are becoming increasingly health conscious about the foods they are starting
to eat, pretzels can be a great alternative to the typical salty, junky snacks. This is a great
opportunity for Rold Gold Pretzels to increase sales and market share in the healthy
snacks and pretzel category.
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PRICING, DISTRIBUTION, PROMOTIONAL ACTIVITIES
Rold Gold has already established a fairly diversified product line. Typically, the
pricing depends on the size of the bag. For example, a normal 16-oz bag has a suggested
price of $2.98. Distribution for their products is mostly through retailers, mainly grocery
stores and convenience stores. In addition, many of Rold Gold Pretzel products are sold in
vending machines, which are located in many areas such as schools, office buildings,
malls, etc. Rold Gold also offers a selection of their products to be purchased online.
Promotional activities for Rold Gold focus on quality-conscious ideals of the brand and
care for its consumers. Rold Gold does a good job of promoting its products by
introducing new product flavors, shapes, and types of pretzels (e.g. Cheddar blend, Honey
Wheat, Peanut Butter Dipped, Stick Pretzels, Thins, Braided Twists).
BRAND NARRATIVE
The Rold Gold brand prides their company on baking authentic, great-tasting
pretzels. We start with quality ingredients and bake our pretzels with old-world care to
deliver the robust, hearty flavor you expect from Rold Gold pretzels. Rold Gold aims to
provide the same, fulfilling, satisfied taste of salty snacks but with less the calories than the
average bag of potato chips. The brand narrative seeks to promote healthy choices while
still being able to indulge at any time of the day with a salty treat.
(1.2)
ECOSYSTEM
There are several key players in the PepsiCo ecosystem. PepsiCo is a member of
numerous industries and trade group partners with various nonprofit organizations and
nongovernmental organizations (NGOs). Some group memberships that PepsiCo is apart
of include the World Economic Forum, Consumer Goods Forum, American Beverage
Association, and Snack Food Association. These groups provide a great representation for
PepsiCo in the food and beverage industry and help develop consensus among varied
interests.
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KEY STAKEHOLDERS, MARKETING PARTNERS, DETACTORS
Key stakeholders for the PepsiCo organization include consumers, communities,
employees, customers, investors, partners, and suppliers. PepsiCo delivers to their
stakeholders: We interact with a wide range of individuals, groups and advocates who
represent community, environmental and social interests. We touch the lives of many
people through our businesses. We welcome honest discussion with individuals, groups
and advocates who represent community, environmental and social interests. Issues of
concern brought to the attention of PepsiCo will be considered with a view toward our
businesses and our sphere of influence. We interact with many stakeholders.
KEY COMPETITION
Although Rold Gold is currently the leading brand in the pretzel industry, the
company still has competitors to remain aware of. The primary competition for Rold Gold
is not specifically another brand of pretzels, but rather other salty snack foods in the
market. There are many varieties of salty snack foods including crackers, chips, nuts, and
popcorn. These different products are all considered different forms of competition, which
can significantly take away sales and market share from Rold Gold. However, their
secondary competitors are additional pretzel brands such as Snyder’s of Hanover, and
other private label brands within the pretzel category.
DIFFERENTATION
A key point of differentiation for Rold Gold is the ability to sell the idea of being a
healthful alternative to salty snack foods in the market. To differentiate themselves from
others in the salty snack market, Rold Gold will have to rely on the brand loyalty and the
strong brand associations it already has established within the pretzel industry. Since they
are currently the leader, Rold Gold can use this advantage to further increase their market
share.
(1.3)
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CUSTOMER SEGMENT TARGET
In order to maintain the role as leader of the pretzel category, Rold Gold will need to
focus on a specific customer segment to target. Demographics for this segment include
adults 25-54, gender neutral, married, household income of at least $50,000, and are
medium users of eating pretzels. Psychographics for the customer target include hard
working, on the go, professionals, busy, health conscious, and quality conscious.
Technogrphaics for this segment include digital-savvy, tech-savvy, and those who are
actively using social media platforms.
CUSTOMER JOURNEY
Tia (42 years old) and Henry (45 years old) are a typical couple that have been
married for 10 years, and live in the suburbs of Irvine. Tia has two children, Travis (6 years
old) and Parker (9 years old). Parker’s birthday is next month and he is turning 10. He is
planning on having birthday party at his house, so Tia needs to come up with fun party
snacks to cater to all the hungry kids. She gets on her computer, researches healthy party
snack ideas, and discovers a list of ideas that involve pretzels! She takes great interest in
this list because Tia is trying to be a good role model to her kids and eat healthy, so she
thinks would be a great alternative to the typical potato chip. Tia works as an Interior
Designer so she is constantly on the go meeting with clients. Tia and Henry both make a
decent amount of income so they can live comfortably. On Tia’s spare time, she likes to
take part in active things such as working out, hiking, taking her kids to soccer practice,
and spending times with her neighbors. Because Tia is always on the go, she is constantly
using her phone and iPad to check her email, texts, or browse the web to keep up to date
on any interior design trends. Her favorite social media platforms are Facebook, Pinterest,
and Blog sites such as Fitness.com. Tia has become proficient with all her Apple products
and its features; so you can consider her tech-savvy. As she tries to maintain a healthy
lifestyle while always in and out of the house, she makes a trip to her local convenience
store to pick up a bag of Rold Gold pretzels as an alternative to the typical junk, salty
snack foods.
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(1.4)
CONSUMER EXPERIENCE & NARRATIVE
The consumer experience and narrative I intend developing is to grow, promote,
and inform consumers of all the health benefits pretzels offer in comparison to the salty
snack foods category. I will articulate this consumer experience by coming up with new
platforms for different activities engaging consumers to focus on a healthy and active
lifestyle. Overall, the consumer experience for any brand should be engaging and have a
strong online presence where consumers can interact and become more involved with the
Rold Gold brand and its products they offer. As for their current website, Rold Gold does
not have much compelling content to keep consumers engaged or encourage new users
to view the site. Their website can only be found on the main Frito-Lay website. This can
be problematic for consumers because it does not have reasonable flow, consistent
navigation, and correct content.
Part 2 Analyze the current UX and optimization of the client web site.
(2.1)
CURRENT UX EXPERIENCE
The current UX and optimization of the client website is extremely product focused,
as it mainly focuses on Frito-Lay in general. There is very little emphasis or promotion on
Rold Gold Pretzels. The main Frito-Lay webpage provides a variety of items for consumers
to engage with. There are different links found throughout the site that allow consumers to
discover more bout Frito-Lay and the products they offer. There are five main links on the
home page: our snacks, recipes, your health, our planet, about us. Customers have the
ability to learn different aspects of Frito-Lay allowing them to become more educated. With
that said, these recommendations would be extremely useful for a website specifically
centered on Rold Gold Pretzels. To ensure Rold Gold has an effective website, some
factors to consider are page views (average time spent on site), a lower bounce rate, and
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high engagement measures that allow users to interact with the content it offers. This is
extremely crucial because consumer engagement increases when they feel like they can
interact with the website, leading to a stronger connection with the brand.
(2.2)
AUDIT ACCESSIBILITY, INDEXIBILITY, POPULARITY, AUTHORITY & SOCIAL
CURRENCY
There is currently no client web site for Rold Gold specifically. Content regarding
Rold Gold can be found on the main Frito-Lay website, along with the other products they
own. However, I was able to find information and analyze the content that Rold Gold
currently has on their temporary page. After imputing the web address in Google
Developers, the results definitely show room for improvement regarding its present page.
For Mobile, speed only generated a score of 49. In order to fix this, they could eliminate
render-blocking JavaScript and CSS in the above the fold content, leverage browser
caching, enable compression, and minify JavaScript. Rold Gold should also consider fixing
optimizing images, minify HTML, and minify CSS. The User Experience for Mobile could
also use some improvement with a score of 58. Recommendations to increase this score
are to use legible font sizes, size tap targets, and configure the viewport. In addition, the
Desktop also needs improvement. With a score of 59, some suggestions would be to
enable compression, leverage browser caching, minify JavaScript, eliminate renderblocking JavaScript and CSS, optimize images, minify HTML, and minify CSS. All the
content already created has appropriate title tags and keywords. Because Rold Gold
website is non-existent, I would recommend to develop a microsite for the company. This
microsite will allow for Rold Gold to solely concentrate on their brand specifically, featuring
rich content and in-depth information. The microsite I intend to develop for Rold Gold will
be able to have separate pages to inform consumers more about the company such as a
story about the organization (PepsiCo), a page about the product being promoted, along
with a few more pages with relevant blog articles or recipes. Each page would have
attention grabbing headlines (Ex: Rold Gold Snack Pretzels). In addition, each of the pages
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will have compelling content, attractive design, inviting images, and META tags and ALT
tags. Examples for these META and ALT tags could be: healthy snack foods, Rold Gold
pretzel recipes, healthy snacks on the go, Rold Gold pretzel twists, thin pretzel crisps.
Lastly, it is important to include social media sharing to increase exposure and a better
chance of visitors sharing the microsite with friends. The quickest way to increase
popularity and initial traffic to the Rold Gold microsite is to launch an email campaign
promoting the page or fun a pay-per-click (PPC). Other links to owned media channels
would be included on the page as well. This would be to their Facebook, Pinterest,
Google+, Instagram, and Twitter accounts. It is extremely important to have a solid
paragraph in the “About” section of these websites filled with keywords. I have assessed
examples later in the paper to give you an example of what these particular sections would
say. Cross-promoting the brand and including links to these sites will allow for Google to
see that the Rold Gold brand is extremely credible and will allow for Rold Gold to appear in
the SERPs page of Google.
Part 3 Analyze contextual placement opportunities and identify appropriate
keywords for use in a campaign.
(3.1)
KEYWORDS
For good contextual placement opportunities, I have come up with 40-50 key
words that are highly relevant to the Rold Gold brand. In order to help me find which
keywords would be the most beneficial, I used Google Adwords to help construct this
keyword list. Here are the keywords I found to be the most important and relevant for
constructing contextual placement opportunities. I have identified the relevance,
competition, and monthly search in the US.
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ROLD GOLD KEYWORDS
Keywords
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
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Relevance
healthy'snack'ideas
High
healthy'snack'foods
High
quick'healthy'snacks
Medium
rold'gold'pretzel
High
rold'gold'pretzel'sticks
Medium
healthy'snack'options
High
rold'gold'cheese'pretzels
Medium
healthy'snacks'on'the'go
Low
rold'gold'mustard'pretzels
Medium
rold'gold'tiny'twists
High
rold'gold'pretzel'thins
Medium
snacks
High
rold'gold
High
healthy'snack'ideas'for'adults
Medium
100'calorie'snacks
High
healthy'salty'snacks
High
nutritious'snacks
High
healthy'packaged'snacks
Medium
healthy'afternoon'snacks
Low
good'snacks
High
healthy'late'night'snacks
High
honey'mustard'pretzels
Medium
healthy'store'bought'snacks
Low
pretzel'nutrition
Medium
best'pretzels
High
cheddar'pretzels
Medium
baked'pretzels
High
healthy'snacks
High
rold'gold'pretzels
High
rold'gold'pretzel'coupons
Medium
rold'gold'chocolate'covered'pretzelsMedium'
rold'gold'pretzel'recipes'
High
rold'gold'pretzel'nutrition
Medium
rold'gold'honey'wheat'pretzels
Medium
rold'gold'holiday'pretzels'
Low
rold'gold'mini'pretzels
Medium
rold'gold'pretzel'calories
Medium
salty'snack'ideas'
High
salty'party'snacks
High
good'salty'snacks
High
homemade'salty'snacks
High
low'fat'salty'snacks
High
salty'snack'mix
Medium
salty'savory'snacks
Low
salty'snack'
High
Monthly4
Competition4 search4in4
US4
0.27
0.24
0.31
0.42
0.24
0.1
0.47
0.24
0.57
0.14
0.33
0.24
0.11
0.24
0.45
0.04
0.48
0.17
0.16
0.31
0.03
0.4
0.05
0.06
0.13
0.37
0.2
0.34
0.47
0.42
0.57
0.21
0.01
0.36
0.07
0.24
0.01
0.36
0.33
0.2
0.05
0.27
0.36
0.01
0.15
9900
1900
1600
50
140
480
40
1300
20
90
70
22200
1600
110
5400
1000
880
480
480
2400
5400
590
590
260
210
140
170
110000
1000
20
110
10
20
40
20
10
20
140
50
40
70
40
30
10
170
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(3.2)
CONTEXTUAL PLACEMENT
With the specific customer segment I have identified above, I have found multiple
websites, blogs, and platforms that are most relevant to the target market. The criteria I
have chosen to help illustrate my choices are exemplified through the demographics of
each site, fit, search traffic, inbound links, Alexa Global Rank, and the contextual
placement opportunities. I have created a table indicating the details for the 13 different
websites.
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Part 4 Develop an optimization plan to capture consumers’ attention and interest.
(4.1)
HEADING SECTION
For the current page that Rold Gold has, it contains very little content. I have
recommended appropriate keyword structure for file names, tags, and heading section of
html. I have retrieved a screenshot of the current HTML. I have also provided a screenshot
of the picture currently on the website. I have bolded appropriate keywords to include as
the ALT text.
Heading
Below are the suggested meta keywords to add to the html header.
<meta name="keywords" content="ROLD GOLD®, healthy salty snacks, healthy snack
foods, healthy snacks on the go, good snacks, rold gold pretzels" />
Picture
<img src=”logo.jpg” width=”300” height=”200” alt= “Rold Gold
Thins Pretzels, Rold Gold Pretzel Thins, Healthy Snack Foods,
Salty Snack Foods, Best Pretzels” />
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I have also developed appropriate page content and recommended the creation of
additional site content that integrates keywords. I have provided an example of the content
developed for one page of the client website. You will be able to identify the keywords that
I added as they are highlighted in bold.
Suggestions for updated text, including new use of key words in bold, is as followed:
The ROLD GOLD brand prides itself on baking authentic, great-tasting, healthy snack
pretzels. If you were looking for a healthy snack, look into trying our Rold Gold
Pretzels. These are a great option if you are looking for healthy snack ideas, snacks
on the go, or late night snacks.
We start with quality ingredients and our baked pretzels are prepared with old-world
care to deliver the robust, hearty flavor you expect from ROLD GOLD Pretzels. Our
pretzels come in a variety of types, shapes, and flavors, such as 100-Calorie Snacks,
Road Gold Pretzel Thins, and Honey Mustard Pretzels.
These nutritious snacks are one of a kind and the best pretzels you will ever eat!
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(4.2)
FACEBOOK PAGE
Frito-Lay has an extremely strong brand presence on their Facebook Page. The
organization’s page has a total of 1,542 PTAT and 2.3 million likes. Because of its already
established brand presence on Facebook, I am going to compare it to Rold Gold’s
individual page. Currently, Rold Gold Pretzels has a total of 78,461 likes and 10,511 PTAT
which is relatively low compared to the rest of Frito Lay’s products. In addition, Snyder’s
Pretzels, who is their biggest competitor in the pretzel industry, is currently ahead in total
likes and PTAT. With that said, there is much improvement for optimization of the
organization’s Facebook Page. Rold Gold Pretzels About section is rather brief, as it only
touches on the purpose of the organization’s page and mission statement. In order to
optimize, Facebook should add more content to their About section including key words. I
would use similar content to the Rold Gold microsite.
Here is an example of what the About section on Facebook should look like.
About:
Introducing the ROLD GOLD fan page. Take a gander, share some savory pics and keep
updated on your all-time favorite pretzels. These nutritious snacks are one of a kind and
the best pretzels you will ever eat!
We start with quality ingredients and our baked pretzels are prepared with old-world care
to deliver the robust, hearty flavor you expect from ROLD GOLD Pretzel. Our pretzels
come in a variety of types, shapes, and flavors, such as 100-Calorie Snacks, Road Gold
Pretzel Thins, and Honey Mustard Pretzels.
The ROLD GOLD brand prides itself on baking authentic, great-tasting, healthy snack
pretzels. If you were looking for a healthy snack, look into trying our Rold Gold Pretzels.
These are a great option if you are looking for healthy snack ideas, snacks on the go, or
late night snacks.
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My recommendations to increase optimization on the Google SERP and Facebook
Graph Search Results are to create content that engages more with consumers. To create
stronger engagement, I would recommend that Rold Gold create more promotional
activities or sponsored events that consumers can interact with. For example, a great
opportunity for an event is to promote “National Pretzel Day.” Because it’s a national
holiday, the event can be held in all areas of the US. The event could consist of setting up
tents in different cities located throughout the US and hand out free samples of pretzels,
host games, and give out goodies. This event could be a great opportunity for the
organization because it will create more brand awareness and get people talking about the
event. Rold Gold will encourage consumers to like, share, post pictures, and check-in at
the location of the event. To help do this, Rold Gold can create a specific hashtag such as
#RGNationalPretzelDay to further encourage consumers to post and share their content
on the web, therefore creating more popularity to its Facebook Page. Popularity will
increase due to all the different people checking in at the event, tagging pictures, ad
posting about how much fun they are having that will link directly back to Rold Gold’s
Facebook Page.
Rold Gold has a fairly small presence on Google+. On the main profile page, there
is no info on the About section. In order to optimize activities, the Google+ page should
first start out by providing general information regarding Rold Gold Pretzels (products
offered, history on foundation, mission statement). In addition to increasing optimization
activities, Rold Gold should add links to other owned media platforms (Facebook page,
main organization website, Pinterest page, YouTube page etc.).
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It is important to make a Google+ page because it will give Google more authority and
increase its relevance. There are three main ways to use Google+ to increase search
rankings. To optimize for search ranking, Rold Gold must focus on a strong SEO Title and
customized URL. Next it’s important to focus on the SEO Meta Description. This part
combines your tagline and the first two sentences of your introduction.
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Lastly, it is important to have Google+ authorship. This serves as an important ranking
factor and each tag lets Google know you created it. We can set up Google+ authorship
by entering the Rold Gold contact email address. Another step to ensure full optimization
is through posting content. When posting content to Google+ it is important to share a
summary of the content Rold Gold is linking to and share content with existing circles. I
would use the same content for Rold Gold’s Facebook About page along with the same
keywords that are highlighted in bold.
PLATFORMS
One platform that would be beneficial for Rold Gold is to create a Pinterest page.
This platform would be extremely useful and appeal to the consumer target segment of
women between the ages 25-54. This platform would be a great source for married moms
who love to discover fun, new recipes that you can make with Rold Gold Pretzels. The key
to having a successful Pinterest SEO value starts with choosing the appropriate username.
For instance,“roldgoldsnacks” would be a great URL/username.
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Next it is important to have relevant keywords in board names. Some examples of board
names could be: Holiday Recipes, Quick & Easy Recipes, #RGNationalPretzelDay, Special
Occasions, Chocolate Recipes, etc. Here are some examples of what these boards would
represent.
Another thing to ensure the pin board is at full optimization is by linking Rold Gold’s
Facebook page. By posting on the Facebook page about the organization’s Pinterest
presence, users who are already fans on the brand will immediately know to follow the
Pinterest site as well. This will be a great way to cross-promote the brand and signify to
Google that Rold Gold is a trusted source of information. Lastly, in order to send traffic to
the Pinterest site, the account must be interactive with its audience. This would be to
repin, comment, and like other pins, eventually building relationships and creating an
engaged following that would be willing to share Rold Gold’s content.
A second platform for Rold Gold would be to create an Instagram platform. This
would be a great site to choose from because you will be able to link both the Pinterest
and Facebook accounts to the Instagram page. This again will cross-promote the brand.
To fully optimize the organization’s page, related hashtags must be used. Hashtags are
very important on Instagram because they can dramatically impact your post engagement.
Using the Tags For Likes app, the most popular hastags for food are: #food, #yum,
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#instafood, #TagsForLikes, #yummy, #instagood, #sweet, #tasty, #foodie, #delish,
#foodpics, #eat, #hungry, #foodgasm. After a cool picture is posted on the account, you
would use keywords as your comment and hashtags. Here is an example of what a
normal post would look like:
However, its important to keep in mind that Instagram only allows a maximum of thirty
hashtags per post. The use of more hashtags will allow users searching specific hashtag
keywords like “food” or “snacks” at that given moment will be served up your picture as
the most recent post. Using the Tags For Likes app can help optimize Instagram posts for
maximum engagement!
The third platform I would suggest would be to submit a comment to a top blog
food site. Submitting an informative comment to a credible blog site will stimulate
awareness and trustworthiness of Rold Gold’s brand to the public quickly. The comment I
have written is in response to a comment on a discussion thread. By responding to this
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comment will allow people to see that Rold Gold is a great alternative to the typical salty
snacks.
Here is an example of a discussion thread that I found on CNN regarding unhealthy
snacks. I have provided an example of a comment that I would reply to.
Link: http://thechart.blogs.cnn.com/2012/02/06/access-to-unhealthy-snacks-at-schoolunchanged/?replytocom=270484#respond
Ex:
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Here is an example of a comment I would write back in response:
The reason for this comment will provide as a source for Google to find Rold Gold more
credible. Making it more credible will mean the company is more likely to appear, while
creating backlines to Google since words are relevant. Some keywords that were used in
the comment: pretzels, healthy snack foods, salty snack ideas, quick healthy snack,
nutritious snacks, and pretzel recipes. I have also tagged Rold Gold Facebook Page,
Google+, and Pinterest to cross-promote the brand amongst all owned platforms.
Part 5 Develop an advertising plan to capture consumers’ attention and interest.
(5.1)
GOOGLE ADWORDS CAMPAIGN
When constructing a Google AdWords campaign, I have selected a daily budget of
$15 per day through my chosen keywords. I have created two different campaigns
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specifying wording, keywords, estimation of CPC and visual representation. The purpose
of both these campaigns is served to attract health conscious consumers who need an
alternative to the salty potato chip snack.
The first example below is an example of a Google AdWords advertisement that will
populate anytime a user searches for any of these key words: quick healthy snacks, rold
gold pretzel, rold gold pretzel recipes, homemade salty snacks, salty snack ideas. These
keywords are a perfect fit because they are closely related to the title ad I have chosen.
This would be the most relevant word phrase when people are looking on Google to
discover new recipes.
The second example below is an example of a Google AdWords advertisement that
will populate anytime a user searches for any of these key words: healthy salty snacks,
Rold Gold pretzel thins, healthy store bought snacks, pretzel nutrition, 100 calorie snacks.
As mentioned before, these words are the second group that would all be fairly relevant to
one another if the term were searched.
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KEYWORD CPC FOR ADWORDS CAMPAIGN
(Ad group 1 quick healthy snacks, rold gold pretzel, rold gold pretzel recipes, homemade
salty snacks, salty snack ideas; Ad group 2 healthy salty snacks, Rold Gold pretzel thins,
healthy store bought snacks, pretzel nutrition, 100 calorie snacks)
(5.2)
ONLINE ADVERTISING: TWITTER
Rold Gold has already developed a strong brand presence on its owned channels
such as Facebook, Google+, Instagram, and Pinterest. However, they are still missing
twitter. Rold Gold can use Twitter to engage consumers by ensuring that their tweets are
reached among the appropriate audience. Keywords, geography, and device types are
promoted through tweets. When a consumer retweets, clicks, replies, or favorites your
Promoted tweet, you get charged. These promoted tweets will be based on a pay per
click big process. The benefit of a Promoted Tweet is that it will show up on the twitter
feed to users that fit Rold Gold’s target market.
An example of a Promoted Tweet that @RoldGoldSnacks could use is below:
@RoldGoldSnacks: In honor of #NationalPretzelDay, come by the Civic Center from 1pm3pm for free complimentary bags! (link to event here).
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(5.3)
ONLINE ADVERTISING: ONLINE SITE
Another place online for a good advertising placement would be on
www.fitnessmagazine.com. This is a great ad because it hits the perfect target segment.
Demographics include males/females, ages 35-44, and social media enthusiasts who live
an active/healthy lifestyle. In the Score Golden Access to Game Day Campaign, Rold Gold
invested $300 and got 500 people to sign up for our weekly Newsletter, while enjoying a
bag of NFL Limited Edition flavor pretzels! In order for a consumer to enter the contest,
they must like, comment or some other form of engagement. The example of the ad can
be a traditional banner on the top of the homepage of Rold Gold’s website.
Part 6 Develop a performance evaluation plan to determine the effectiveness of the
proposed activities.
(6.1 & 6.2)
SUMMARIZE UX & NARRATIVE IN PARTS 2-5
The whole purpose of this Marketing Brief is to increase brand awareness of Rold
Gold Pretzels. The consumer experience I intended on developing is to grow, promote,
and inform consumers of all the health benefits pretzels offer in comparison to the salty
snack foods category. All of the different campaigns and platforms I have created for Rold
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Gold center on the focus of eating and staying healthy. The user experience I developed
was the microsite, which will keep consumers engaged with the brand. I have added
compelling content and key words so that it can increase their brand presence online. In
addition, I have made all other platforms such as Facebook, Google+, Instagram, and
Pinterest more engaging.
Throughout the process of this marketing brief, I have recommended for Rold Gold
a new microsite, suggestions for the UX experience, identifying key words, and composing
campaigns. In the chart below, I have articulated key performance indicators that will be
used to measure the success or failure of the recommendations in this report.
ENGAGEMENT
Key Performance Indicator
1. Website engagement- photo sharing
Success Measures
ü 300+ customers sharing photos of
Rold Gold pretzels on website
2. Website engagement- reviews
ü 100+ reviews on healthy
snack/nutrition
3. Website engagement- recipes
ü 250+ recipes of pretzel snack ideas
DISPLAY ADS
Key Performance Indicator
Success Measures
4. Number of clicks/impressions
ü 30% increase in click-through ads
5. Number of new units
ü 15% increase in conversion rate
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SOCIAL
Key Performance Indicator
6. Number of
Success Measures
ü 30% increase in Facebook fans/likes
likes/followers/subscribers
7. Number of actions/user-generated
content (mention/post/pin/feed
ü 40% increase in Pinterest
pins/subscribers
impressions
8. Number of
recommendations/endorsements
9. Number of interactions
ü 20% increase in Instagram/Twitter
followers
ü 60% increase in interaction on news
feed impression
SEO/SEM
Key Performance Indicator
Success Measures
10. Links to website
ü 15+ links to website
11. Website engagement
ü 20% increase in page views
ü 10% increase in TSO
ü 35% in Bounce rate
12. Monthly traffic to website
ü 25% increase in new monthly
visitors
ü 30% increase in unique monthly
visitors
13. Search engine ranking
ü 30% increase in ranking
14. Ranking vs. competitors
ü 20% increase in ranking vs.
competitors
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