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Blog Marketing
- 1. Blog Assignment LADY CROQUETTE PRESENTED TO JAN AHRENS PRESENTED BY KIMREY NICHOLSON ANGELA ROMERO-MONSALVE 10/10/2011
- 2. Audience Gender: Women and men, but predominately women Age: from 25 to 50 years old. With an emphasis on the Generation X. Education: college degree or higher Familial Status: Married couples with children Income: median – high Race: Caucasian Psychographics: health conscious, personal wellness, support local businesses, fitness enthusiast and environmentally friendly
- 3. Blog Landscape and Analysis Smitten Kitchen and http://smittenkitchen.com/ keywords you used to search: “Best cooking blog” Blogger: Deb and she is a freelance writer and photographer. Audience : Women and other bloggers Purpose: to make cooking accessible and unpretentious Frequency: weekly
- 4. Smitten Kitchen Strategies: Communicate and demonstrate expertise Advertise and sell Critique Follower: Great content, writing, and pictures Marketer: More revenue streams, such as guest appearances Need more social media sharing
- 5. The healthy cooking blog with Holly Clegg (http://thehealthycookingblog.com/) keywords you used to search: “Best cooking blog” Blogger: Holly Clegg, she is a famous cook book author, TV personality, and spokes person Audience : low to mid income house wives and single women. Purpose: to complement her brand, increase brand awareness, and to create content that sales books. Frequency: every 2 days! Strategies:
- 6. Strategies: Demonstrate expertise and sell Critique Follower: Good content and great use of videos Easy to follow with social media sharing Marketer: Great at social media sharing Use of You Tube Chanel Use of mobile app
- 7. Create Blog and Post! Lady Croquette, FFTY Fresh Fig Compote cooking editor Blog name: Lady Croquete( http://ladycroquette.wordpress.com/) Design, Photos, Graphics – simple and clean features recipe ideas for FFTY”s produce Functionality: Inform customers Create a relationship Get feed back Future Incorporate internet marketing elements like Holly Clegg’s blog
- 8. Posts Introducing our new Farm Fresh To You Cooking Strategies Blog ! Introduction of blog Demonstrate expertise Communicate
- 9. Recipe # 1 Roasted rack of lamb Tactics Do Be responsive Praise and comment on other blogs Use photos and videos Don’t Use negative news Write on other blogs and link to your blog
- 10. Get into Season with a Pumpkin Cauliflower Soup! Strategy Functions Communication Date of each post Expertise through (top: newest and experience bottom: oldest) Tactics Pictures/Images Allow readers to post Engaging and reply to comments
- 11. Get into Season with a Pumpkin Cauliflower Soup!
Hinweis der Redaktion
- According to the research “Organic Produce: Who’s Eating it? A Demographic Profile of Organic Produce Consumers”,the target audience for Farm Fresh To You, which is a delivery service of fresh organic vegetables and fruits, is mostly women because they are in charge of shopping for the household. The age range of the consumer is from 25 to 50 years old. However, people from 30 – 50 years old are the core customer. Furthermore, families with young children are core customers because they are concerned about the potential health hazards pesticides from non-organic vegetables pose to small children. Also, income and education are positively related to the purchase of organic vegetables. That is, the higher the income and education, the more likely ahousehold will buy organic produce. The customers are likely to be healthy, physically fit, and interested in personal wellness and environmental wellness. As a side note, African American and Hispanics are less likely to purchase organic vegetables because they are more price conscious that Caucasians. Browsing on the internet, I found this article “3 Reasons You Should Be Shopping at Farmers” in a fitness blog. I though it was interesting because it describes the target demographic I came up with perfectly. http://www.fitday.com/fitness-articles/nutrition/healthy-eating/3-reasons-you-should-be-shopping-at-farmers-markets.html http://ageconsearch.umn.edu/bitstream/6446/2/467595.pdf
- Note what keywords you used to search: “Best cooking blog” Name and Url: Smitten Kitchen and the page address is http://smittenkitchen.com/Analysis:Background image: the background is white with eye-popping pictures of food. Furthermore, the white background acts as a canvas to showcase the great pictures of the food. I think the design is effective because is clean and organized. The blog’s purpose is all about the food. Photo: the photos are artistic and well composed. Also, she uses the pictures as a how-to guide instead of just listing the steps of the recipe, such as the callah bread example. The overall design is great. I like that you can browse the recipes by season or ingredient. However, the “recipe index “page (http://smittenkitchen.com/recipes/) is hard to browse because it just a long list of recipes. Blogger: her name is Deb and she is a freelance writer and photographer. Audience: what I gather from the comments is that the audience is mostly women and amateur cooks that enjoy cooking with how-to instructions. Also, other bloggers that come to Smitten Kitchen because Deb has become an opinion leader with her successful blog. Purpose: The purpose of the blog is to make cooking accessible to the common people. To show people that food doesn’t have to be pretentious and expensive and that everybody can be a good cook. Note the frequency of the blog posts. There are 5 blog posts in September. For example, Wednesday, September 28, 2011 apple and honey callah, Tuesday, September 20, 2011 roasted tomato soup with broiled cheddar, Monday, September 12, 2011 red wine chocolate cake, Thursday, September 8, roasted eggplant with tomatoes and mint and Friday, and September 2, 2011 peach butter. In summary, the frequency was about a week apart. I think that her blog post are rather frequent considering all the time it takes to make a dish, take pictures, and then post on a blog.
- What strategies and tactics did they use? Demonstrate expertise: Smitten Kitchen demonstrates Deb’s expertise, she knows how to cook and she demonstrates it through different recipes and pictures. Also, I think she is trying to position herself as an opinion leader in the cooking subject. Lastly, she is such a respected blogger that she is coming up with a new book. Communicate: I think Deb communicates her passion for cooking and for beautiful ingredients through her blog.Advertise and Sell: Deb is an opinion leader with her blog, which is why she was able to write a cookbook (http://smittenkitchen.com/book/). Also, she sales her food prints online. Lastly, she has several third party advertisings in her blog. Critique the blog posts as a follower and as a marketer. As a follower: Smitten Kitchen creates blog-worthy events with each recipe she blogs about. Not only her content is great, but her pictures make her blog posts stunning. She has good writing skills and her tone is passionate. She really cares about food and cooking and she is trying to portray that through her blog. She has a narrow topic which is cooking and she posts often, about once an week. Also, she praises others with her link to other blogs and pages she likes. ( http://smittenkitchen.com/links/)As a marketer: Considering Smitten Kitchen’s popularity, I think she lacks a marketing strategy. The only revenue making activities that she has are a book, adverting, and selling prints. I think she could be more involved in social media sharing, for example, she could have a You Tube channel. Also, she could be more involved in being a spokesperson, or a guest at TV shows that feature a cooking section. That way, she could make Smitten Kitchen a far fetched brand with several income streams.
- Note what keywords you used to search: “Best cooking blog in San Francisco” Name and Url: The Healthy Cooking Blog with Holly Clegg (http://thehealthycookingblog.com/)Analysis:Background image: the color scheme are light blues, creams, pinks, and whites. The background is baby blue, which I don’t really like the light blue color in the background because it doesn’t come off as clean and sophisticated. Also, I don’t like the pink font for the headers and recipes because it looks kitschy. The home page has a picture of Holly Clegg in a kitchen. I like that she is smiling because it makes the page look inviting. Also, I like the row of books behind her because they are positioned perfectly for selling. The pictures for the recipes are alright, not very detailed and there is just a final picture, not the how-to picture guide that Smitten Kitchen’s provides. Overall design : The overall design is not very sophisticated, but I think that is done intentionally because of the type of product and its target market. For example, the blog features home-style cooking and it wants to reach the “house wives’ target market who might be intimidated by a blog that looks high end. They want to give that homey comfy feeling. I really like the functional recipe category, such as diabetes and cancer”. I think that is a great way to tap into the market ofpeople who are sick. Also, there is an alternative browsing mode which is by ingredient. Blogger: the blogger is Holly Clegg. However, she became a brand because she is a famous cook book author, TV personality, and spokes person. This blog is her “corporate” blog, not personal blog.Audience: low to mid income house wives and single women. There are tags for pregnancy, pregnancy snacks, and kids which means that the blog is targeted towards women. Also, there is a Wal Mart You Tube channel that features Holly Clegg cooking with ingredients sold at Wal Mart, which points to the income level of the target audience because Wal Mart’s customers have a low to mid income level. Purpose: to complement her brand, increase brand awareness, and to create great content to sell more of her books. Note the frequency of the blog posts. The blog post are very frequent Oct 1, 4, 7 were the last 3 blog post. I think the high frequency of the blog posts is because it’s a corporate blog. Holly Clegg is a brand, not just a lady cooking in her kitchen, like Smitten Kitchen, which means that the blog has several writers collaborating on it. s
- What strategies? I think this blog is well thought out in terms of directing readers to other assets. It is interesting to see how every aspect of internet marketing that we have reviewed in class is used in this blog, such as social media, You Tube channels, mobile apps, content websites, tagging, bookmarking, and cross selling. Holly Clegg demonstrates expertise through out different books, recipes, and videos. Advertise and Sell: she sells different products, such as books, guest appearances, and mobile apps. I thought it was interesting that there was not advertisements from a third party. But I think that that is because that is not her revenue model. Critique the blog posts as a follower : as a consumer the blog post are appropriate. I appreciate the use of videoblogs for example Clegg has her own You Tube channel. Also, she partnered with Wal Mart to make another You Tube channel. There is easy social media sharing which means that is easy to follow her and blog.Critique the blog posts as a marketer: I though it was interesting to compare Smitten Kitchen and Holly Clegg blogs because they are in opposite ends of the spectrum of the blogosphere. Holly Clegg’s blog is a far fetched brand, which uses most of the internet marketing strategies that we have talked about in class. For example, social media sharing, mobile apps, You Tube channels, content marketing, and email marketing. On the other hand Smitten Kitchen is just one person in a small kitchen cooking for the love of food.
- Blog name: Lady Croquette. I tried to create a corporate blog name such as “ Farm Fresh to you Blog” or “Cooked Fresh To you”, but the names were not available. I think Lady Croquette is a fun name for a cooking blog author. The main functionality of the blog is to feature ideas as to what to do with the FFTY’s produce. I know from reading comments on Yelp and from negative WOM that customers get frustrated with unfamiliar vegetables and fruits and stop using the FFTY’s service. To address this, FFTY’s Marketing Team decided that a cooking blog would be a great way to teach customers how to use unfamiliar produce. The second functionality would be to create a relationship with customers. To put a “human” side to FFTY, Lady Croquette. A personality with which consumers feels at ease and are not afraid to ask questions on how to cook . lastly, the blog would be used to get feedback from customers in the form of comments. In the future I would like to incorporate other elements from internet marketing, such as a social media sharing platform, You Tube channel, mobile apps, and content websites.
- Introducing our new Farm Fresh To You Cooking Blog ! (http://ladycroquette.wordpress.com/2011/10/09/introducing-our-new-farm-fresh-to-you-cooking-blog/)The purpose of this first post was to introduce the new blog. Ideally the blog would be an link in FFTY’s website. With this blog we want to give people quality content. With creative ideas, people won’t get bored and frustrated with unusual produce, which is a major reason for delivery cancelations. The main strategies of this blog would be to demonstrate expertise in the food and cooking realm. And to communicate how to use FFTY’s produce.
- Picture from second post Pistachio Crusted Lamb Rack with Fresh Fig Compote and Baba Ghanoush(http://ladycroquette.wordpress.com/2011/10/09/pistachio-crusted-lamb-rack-with-fresh-fig-compote-and-baba-ghanoush/)As far as tactics go, I would use images and video to demonstrate how to cook the produce. Also, I would be actively engaged in responding to people’s comments.Also, I would comment on sites that complement FFTY’s business, for example Williams and Sonoma because they sell kitchen accessories. The tactics I wont use are to write negative news because this a fun lifestyle blog and we don’t want to stress our customers. Lastly, I don’t think is appropriate to comment on other people’s blog with a link to my blog because this is a corporate blog and it might be perceived as spam. The only exception would be if another blogger commented on FFTY’s blog first.