Flightpath leads the digital marketing efforts for Goya Foods, working with several agencies to create a successful digital marketing campaign. 2013 saw significant successes for Goya. Find out more in this slide deck, presented at BDI in New York by Flightpath President Jon Fox.
9. BUILDING AN ACCOUNT
MANAGEMENT
PRACTICE
Times have changed
Need for guidance and direction in a rapidly
changing digital marketplace
Blend deep digital marketing expertise and
expertise in key client industries
9
11. BUILDING AN ACCOUNT
MANAGEMENT
PRACTICE
Times have changed
Need for guidance and direction in a rapidly
changing digital marketplace
Blend deep digital marketing expertise and
expertise in key client industries
11
18. ACCOUNT MANAGEMENT:
KEY TASKS
Oversee account/project activities; adhering to internal and client deadlines
Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting
notes
were client at first of
―WeDay-to-dayshy contact; leading calls with the client.
Client engagement expectations:
being directly involved
• Client calls returned within 2 hours
in social media.‖
• Emails responded to within 4 hours
JOSEPH PEREZ,
Meeting notes within 3 hours of
SENIOR•VICE PRESIDENT OF GOYA FOODS meetings
• Client follow-up no later than 5 days after receipt of content for review
Keep up-to-date on industry and consumer trends for application to client strategies and
programming efforts
18
19. ACCOUNT MANAGEMENT:
KEY TASKS
We were of the thinking that to internal and client deadlines
Oversee account/project activities; adhering
social media wasn’t the right
Draft client-facing materials: estimates, proposals, memos, timelines, agendas, meeting
notes
medium to reach our target
Day-to-day client contact; leading calls with the client.
audience, but on the contrary,
Client engagement expectations:
food •and recipes are some
Client calls returned within 2 hours
very •popular topics of 4 hours
Emails responded to within
• Meeting notes within 3 hours of meetings
conversation in social media.‖
• Client follow-up no later than 5 days after receipt of content for review
JOSEPH PEREZ,
Keep up-to-date on industry and
SENIOR VICE PRESIDENT OF GOYA FOODS consumer trends for application to client strategies and
programming efforts
19
20. ACCOUNT MANAGEMENT:
KEY TASKS
Oversee account/project activities; adhering to internal and client deadlines
―And so we came to estimates, proposals, memos, timelines, agendas, meeting
Draft client-facing materials:
notes
realize that we need to be
Day-to-day client contact; leading calls
there—helping people findwith the client.
Client engagement expectations:
the food recipes and
• Client calls returned within 2 hours
solutions they're looking
• Emails responded to within 4 hours
for.‖• Meeting notes within 3 hours of meetings
JOSEPH PEREZ,
Client follow-up no later than 5
SENIOR•VICE PRESIDENT OF GOYA FOODS days after receipt of content for review
Keep up-to-date on industry and consumer trends for application to client strategies and
programming efforts
20
31. THANK YOU
JON FOX – @JONFOX1 – JFOX@FLIGHTPATH.COM
WWW.FLIGHTPATH.COM 212-674-5600
31
Notes de l'éditeur
But I’m here to discuss our work for Goya FoodsOne of our oldest clients
Two Segments: General market women who may know of Goya but are not familiar with it’s productsWomen know as “Acculturated Latinas” who grew up with Goya and who have strong emotional ties to the brand. Shedoesn’t mind Goya targeting GM consumers as long as the brand remains genuine and true to its background/heritage
General Market: thus influence trial
There are many players at the table, working together.
Content strategy focused on recipes/product usage.Recipes, food photography, videos/how-tos
Built a test kitchen at NJ headquarters.
Optimized.More than 500 recipesUpdated seasonallyNutritional infoDe-emphasized product categoryOrganic & KosherCoupons
This goes back to goal of reaching general market and extending the brand.
Recipes are the most popular content categoryMore than 69% of unique pageviews are on recipe pagesUsers tend to dig a little deeper into the contentPaid media is responsible for 45% of the site’s traffic over the last year. Traffic is highly ad dependent.
List Growth: Promotions, WebsiteScrolliing or multipart email on one page (one chrome)
List Growth: Promotions, Website
Joseph Perez, Senior Vice President of Goya Foods
Joseph Perez, Senior Vice President of Goya Foods
Joseph Perez, Senior Vice President of Goya Foods
Usage/RecipesNews & AnnouncementsCommunity/LifestyleHow-ToWhere to BuyCustomer ServiceRetail/Promotion SupportAmbassador EngagementOVERALL, SOCIAL DRIVES BRAND ENGAGEMENT.