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Splenda Digital Marketing Strategy Paige Pontius

+Splenda No Calorie Sweetener

Current Target Market

Women around 25 years old

Diabetics

The Business:

A zero calorie sweetener used as a replacement for sugar.

Discovered at University of London, in 1976

Approved by the U.S. government in 1998

Currently holds a 62% market share

Ideal Target Market

Men and Women ages 20’s-50’s

Diabetics

+Challenges and Goals

Challenges:

Inquiries about Splenda’s safety

Existence other similar products on the market

Goals:

Increase use of social media

Expand target market

Utilize Internet Marketing opportunities

+ Splenda Theme:

A safe, no calorie substitute for sugar allowing you to enjoy your favorite sweets while maintaining your weight

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Splenda Digital Marketing Strategy

Social Media: Facebook, Twitter, Blogs, and YouTube Increase your company’s use of

these types of media. Stay connected with consumers,

hear feedback Offer coupons and recipe ideas

Internet Marketing: Google Adwords, Facebook Ads Offers an efficient and effective

way to reach consumers looking for a product like yours.

Allows for campaign tracking

Mobile Marketing: App Development, Mobile-friendly version of website, ads on mobile games. Increase brand exposure

+Social Media

Facebook and Twitter: Regularly update your Facebook timeline and Twitter with

seasonal specials, coupons, recipes. Upload pictures from the office and other fun things your

business does in the office and around the community.

Youtube and Blog: Create a Splenda Channel on YouTube. Create short cooking shows and share recipe ideas on ways

your consumers can use your product. Blog what the company is up to and keep consumers

updated with new products.

Keep in Mind: Stay consistent- regularly updating these accounts gives

consumers more of an incentive to return frequently.

+Internet Marketing

Google Adwords: Reach only the people

who are searching for your product.

Use pay per click feature to log your success and only pay when someone uses your ad to reach you.

Facebook Ads: Have small ads that link to

your company website on the side of Facebook pages.

+Mobile Marketing

Create a app for mobile phones and Ipads. Include coupons, recipes,

calorie counters, and games

Create an event that gives consumers an incentive to buy your product

Create a mobile-friendly version of your website.

Interactive mobile ads

+Metrics of Success

Keep track of the increase in Facebook ‘likes,’ Youtube subscribers, app downloads, bill from Google Adwords campaign.

Notice the relationship between your sales activity and the development of the above elements of the marketing strategy.

Google Analytics: Offers information on your website’s traffic, and overall

effectiveness of your current marketing.

+Budget and Timeline

Approximately- $1,000,000 Social Media (including

social media team)- $500,000

Google Adwords- $100,000

Mobile Development- $150,000

Facebook Ads- $ 150,000 Giveaways- $100,000

Timeline Begin September 2012

until May 2013 Have emphasis on

holiday baking during this time