Chris Bishop talks through his experience of building a luxury brand via search engine marketing at a Mad.co.uk search conference. His take on true multi-channel marketing being set holistically into a marketing strategy

1. Sweet Search - Building a Luxury Brand Online Chris Bishop Online Marketing Manager Hotel Chocolat Ltd

3. A natural step-by-step evolution built on solid foundations NICHE B – R – O – A - D 2003 Hotel chocolate gifts B to C Chocolat + for yourself & B to B mail order + retail 1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF by mail order 1993 Choc chocolate GIFTS B to C Express by mail order 1991 Geneiva chocolates & B to B Chocolates mints 1988 B to B MMC mints only

4. With growth comes change…. b ecoming Multi-Channel Mail Order 1993 Internet 1997 Re-branding 2003 Stores 2005

13. Tie your SEM strategy into your brand message

14. The seductive world of Hotel Chocolat.

15. The seductive world of Hotel Chocolat.

16. Personality • Authentic • Trustworthy • Excited by chocolate • Seductive • Welcoming • Engaging & witty • Expert (not arrogant) • Best from the world of chocolate Attributes • Authentic • Reputation • Customer loyalty • Delicious • Memorable • Service • Lifestyle USP s • Authentic • For everyone • Enticing • Unsurpassed • Global Selection • Range • Ethical Credibility • Authentic • A trusted brand • Strong guarantee • Consumer champion • Ethical The seductive world of Hotel Chocolat.

17. Taste • Best in class • Fresh • Real ingredients • Passion & flair The Experience • Sheer pleasure • More than the chocolate • A brand experience Display • Evocative • Original, with flair • Informative • Clean & clear Credibility • Authentic • A trusted brand • Strong guarantee • Consumer champion • Ethical Consumers • Male & female • For everyone Standard • Exceptional quality • Unexpected attention to detail • Friendly service • Efficient company The seductive world of Hotel Chocolat.

23. Store Information

24. Marketing Campaigns