{"id":11409,"date":"2023-06-04T22:21:34","date_gmt":"2023-06-04T22:21:34","guid":{"rendered":"https:\/\/promoguy.nl\/brand-marketing-case-healthy-snack-manufacturer\/"},"modified":"2024-09-18T01:14:08","modified_gmt":"2024-09-18T01:14:08","slug":"brand-marketing-case-healthy-snack-manufacturer","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2023\/06\/04\/brand-marketing-case-healthy-snack-manufacturer\/","title":{"rendered":"Prek\u0117s \u017eenklo rinkodaros atvejis: sveik\u0173 u\u017ekand\u017ei\u0173 gamintojas"},"content":{"rendered":"

Norint sukurti tvirt\u0105 skaitmenin\u012f \u012fvaizd\u012f, reikia veiksmingai kurti prek\u0117s \u017eenkl\u0105 ir palaikyti ry\u0161\u012f su visuomene. Vartojimo preki\u0173 \u017eenklai gali gauti daug naudos i\u0161 socialin\u0117s \u017einiasklaidos, jei jie tinkamai i\u0161naudoja savo galimybes ir \u012ftraukia savo auditorij\u0105. \u0160is prek\u0117s \u017eenklo rinkodaros atvejis iliustruos, kaip pad\u0117jome \"Omegachips\", sveik\u0173 u\u017ekand\u017ei\u0173 gamintojui ir maisto tyrim\u0173 \u012fmonei Ryt\u0173 Europoje, i\u0161naudoti vis\u0105 savo potencial\u0105.<\/p>\r\n\r\n\r\n\r\n

\u0160iame straipsnyje, kaip vartojimo preki\u0173 gamintojo prek\u0117s \u017eenklo rinkodaros atvejo tyrime, bus nagrin\u0117jama tinkam\u0173 portal\u0173 k\u016brimo darbo eiga, siekiant padidinti prek\u0117s \u017eenklo \u017einomum\u0105. Tarptautinei strategijai \u012fgyvendinti reik\u0117jo tinkamos socialin\u0117s \u017einiasklaidos rinkodaros, turinio, svetaini\u0173 k\u016brimo ir steb\u0117jimo, kad projektas b\u016bt\u0173 perkeltas \u012f kit\u0105 lyg\u012f.<\/p>\r\n\r\n\r\n\r\n

M\u016bs\u0173 analiz\u0117 pad\u0117jo nustatyti pagrindinius skaudulius ir b\u016bdus, kaip juos i\u0161spr\u0119sti, tod\u0117l buvo perorientuotos skaitmenin\u0117s informavimo proced\u016bros. U\u017euot pernelyg pakeit\u0119 j\u0173 prek\u0117s \u017eenkl\u0105, padidinome matomum\u0105, nukreipdami \u012f tinkamus kanalus. Pasirink\u0119 tinkamas sekimo proced\u016bras, turin\u012f, \"Pixel\" programas ir svetain\u0117s UX, jie gal\u0117jo maksimaliai i\u0161naudoti savo rinkodaros kampanijas.<\/p>\r\n\r\n\r\n\r\n

Su m\u016bs\u0173 pagalba jie gal\u0117jo padidinti savo sek\u0117j\u0173 skai\u010di\u0173 ir pasiekti geresn\u0119 rinkodaros pastang\u0173 gr\u0105\u017e\u0105. Nuo to laiko padaug\u0117jo pirk\u0117j\u0173 ir socialiniuose tinkluose jie sulauk\u0117 daugiau ir tinkamesni\u0173 sek\u0117j\u0173.<\/p>\r\n\r\n\r\n\r\n

Klient\u0173 perspektyvos<\/h2>\r\n\r\n\r\n\r\n

M\u016bs\u0173 klientas buvo \"Omegachips\"<\/a>: Ryt\u0173 Europoje \u012fsik\u016br\u0119s sveik\u0173 bulvi\u0173 tra\u0161ku\u010di\u0173, kuri\u0173 pagrind\u0105 sudaro augaliniai baltymai, gamintojas. Galiausiai jie buvo skirti daugiausia sveikuoliams, ta\u010diau \u0161iuo metu \u012fmonei r\u016bp\u0117jo geriau \u012fsitvirtinti ma\u017emeninink\u0173 ir perpardav\u0117j\u0173 gretose, kad per \u0161iuos platinimo kanalus i\u0161 ties\u0173 pasiekt\u0173 galutin\u012f vartotoj\u0105 ir kartu perteikt\u0173 savo \u012fvaizd\u012f.<\/p>\r\n\r\n\r\n\r\n

\u012emon\u0117 nor\u0117jo b\u016bti vertinama kaip sveikas u\u017ekandis, u\u017e kurio slypi moksliniai tyrimai. Kadangi \u012fmon\u0117 yra i\u0161sipl\u0117tusi ir turi ni\u0161\u0105 konkurencingoje pramon\u0117s \u0161akoje, jai reik\u0117jo didesnio tikslin\u0117s demografin\u0117s grup\u0117s atstov\u0173 informuotumo ir ketinim\u0173 pirkti. \u012emon\u0117 augo ir nor\u0117jo pritraukti daugiau d\u0117mesio, kad pagerint\u0173 savo platinimo grandin\u0119 ir sukurt\u0173 tvirt\u0105 prek\u0117s \u017eenkl\u0105. Ji konkuravo su pagrindiniais preki\u0173 \u017eenklais, tokiais kaip \"Lay's\", ta\u010diau gal\u0117jo pasi\u016blyti ka\u017ek\u0105 unikalaus sveikata besir\u016bpinantiems vartotojams, naudodama lin\u0173 s\u0117klas ir kitas alternatyvas.<\/p>\r\n\r\n\r\n

\r\n
\""Omegachips"<\/figure>\r\n<\/div>\r\n\r\n\r\n

Iki \u0161iol klientas aktyviausiai veik\u0117 savo Europos regione ir keliose periferin\u0117se vietov\u0117se. Tuo metu (prie\u0161 trejus metus) \"Omegachips\" pl\u0117t\u0117si \u012f naujas teritorijas ir reng\u0117 daugiakalb\u0117s pagalbos savo veiklai projekt\u0105. Tai ap\u0117m\u0117 voki\u0161kai ir angli\u0161kai kalban\u010dias \u0161alis. Vykstant \u0161iai pl\u0117trai, jiems reik\u0117jo prek\u0117s \u017eenklo, kuris b\u016bt\u0173 lengviau pritaikomas \u0161iose teritorijose, taip pat steb\u0117jimo galimybi\u0173, kad b\u016bt\u0173 galima visapusi\u0161kai \u012fvertinti savo veiklos efektyvum\u0105 ir planuoti ateit\u012f.<\/p>\r\n\r\n\r\n\r\n

Tod\u0117l jie kreip\u0117si \u012f m\u016bs\u0173 agent\u016br\u0105 d\u0117l prek\u0117s \u017eenklo k\u016brimo ir pirkimo B2B srityje, kurioje daugiausia dalyvauja parduotuv\u0117s ir ma\u017emenininkai. Jie nor\u0117jo svetain\u0117s su geresn\u0117mis rinkodaros galimyb\u0117mis, pavyzd\u017eiui, steb\u0117jimo ir geresni\u0173 portal\u0173 ry\u0161iams su klientais palaikyti. M\u016bs\u0173 u\u017eduotis taip pat buvo sukurti firmin\u0119 med\u017eiag\u0105, pavyzd\u017eiui, paveiksl\u0117lius ir socialin\u0117s \u017einiasklaidos turin\u012f, kad dar labiau i\u0161pl\u0117stume j\u0173 pasiekiamum\u0105.<\/p>\r\n\r\n\r\n\r\n

Efektyvios prek\u0117s \u017eenklo rinkodaros kampanijos k\u016brimas<\/h2>\r\n\r\n\r\n\r\n

Atlik\u0119 j\u0173 verslo audit\u0105, nustat\u0117me, kad pagrindin\u0117s tobulintinos sritys - socialin\u0117s \u017einiasklaidos strategija ir steb\u0117jimas. Kurdami j\u0173 svetain\u0119 suk\u016br\u0117me patikim\u0105 kontakt\u0173 puslap\u012f ir puiki\u0105 puslapio rezultat\u0173 steb\u0117jimo infrastrukt\u016br\u0105. Optimizavome UX, kad tinkami puslapiai b\u016bt\u0173 prieinami, ir suk\u016br\u0117me svetain\u0119 4 skirtingomis kalbomis.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/figure>\r\n\r\n\r\n\r\n

Pagrindinis i\u0161\u0161\u016bkis buvo sudominti potencialius pirk\u0117jus. B2C \u0161iame sektoriuje b\u016bt\u0173 lengviau, nes b\u016bt\u0173 parduodama internetu. Ta\u010diau norint generuoti potencialius pirk\u0117jus reikia \u0161iek tiek daugiau \u017eini\u0173 ir supratimo apie augim\u0105. Reik\u0117t\u0173 daugiau d\u0117mesio skirti prek\u0117s \u017eenklui, kuris pritraukt\u0173 B2B pirk\u0117jus, ir strategijai, kuri skatint\u0173 \u012fmoni\u0173 \u012fsitraukim\u0105.<\/p>\r\n\r\n\r\n\r\n

Nuoseklus prek\u0117s \u017eenklo k\u016brimas buvo savaime suprantamas dalykas, ta\u010diau reik\u0117jo daugiau informacijos. Socialin\u0117s \u017einiasklaidos turinys b\u016bt\u0173 naudojamas siekiant padidinti j\u0173 sek\u0117j\u0173 skai\u010di\u0173 ir pad\u0117ti pasiekti veiksming\u0105 pasiekiamum\u0105. B2B rinkodaros atveju tai b\u016bt\u0173 veiksminga signalizuojant ma\u017emenininkams, kad potencial\u016bs klientai yra susidom\u0117j\u0119, kaip tam tikras socialinis \u012frodymas perkant ir parduodant \u012fmon\u0117s produktus.<\/p>\r\n\r\n\r\n\r\n

Kalbant apie prek\u0117s \u017eenklo k\u016brim\u0105, \u012fmon\u0117s pozicionavimo strategijoje buvo daug nauding\u0173 pasakojimo aspekt\u0173. Pagrindiniai elementai, \u012f kuriuos gal\u0117jome sutelkti d\u0117mes\u012f, kad juos i\u0161skirtume, buvo \u012fmon\u0117s patirtis maisto mokslo srityje, sveikatai palankaus produkto aspektas ir alternatyvus pozicionavimas palyginti nesveik\u0173 rinkos konkurent\u0173 at\u017evilgiu. \u0160ie elementai b\u016bt\u0173 sujungti \u012f stipri\u0105 \u017einut\u0119, kuri gal\u0117t\u0173 suvilioti potencialius pirk\u0117jus ma\u017emenin\u0117je prekyboje.<\/p>\r\n\r\n\r\n\r\n

Po to atlikome kanal\u0173 analiz\u0119 ir suk\u016br\u0117me \u012fvaizd\u017eius, socialin\u0117s \u017einiasklaidos turin\u012f ir interneto portalo strategijas, kurios papild\u0117 j\u0173 prek\u0117s \u017eenkl\u0105.<\/p>\r\n\r\n\r\n\r\n

Prek\u0117s \u017eenklo rinkodaros analiz\u0117<\/h2>\r\n\r\n\r\n\r\n

M\u016bs\u0173 sprendimas buvo sutelkti d\u0117mes\u012f \u012f \"Facebook\" puslap\u012f, jo sek\u0117jus, interneto svetain\u0117s pirkimus ir B2B potenciali\u0173 klient\u0173 pritraukim\u0105 per svetain\u0117je esan\u010di\u0105 kontaktin\u0119 form\u0105. Rinkodara \"Facebook\" buvo tinkamas pasirinkimas, nes \"Meta\" platforma vis dar yra svarbi socialin\u0117s \u017einiasklaidos priemon\u0117 Ryt\u0173 Europoje, ypa\u010d tarp sveikata besir\u016bpinan\u010dios am\u017eiaus grup\u0117s \u017emoni\u0173.<\/p>\r\n\r\n\r\n\r\n

Prek\u0117s \u017eenklu b\u016bt\u0173 pabr\u0117\u017eiama mokslin\u0117 produkto kilm\u0117, jo sveikos savyb\u0117s ir unikalumas, palyginti su konkurentais. Pagrindin\u0117 prek\u0117s \u017eenklo \u017einut\u0117 remt\u0173si \"mokslin\u0117s kompetencijos\" po\u017ei\u016briu (daugiau apie \u017einut\u0117s pateikimo b\u016bdus skaitykite m\u016bs\u0173 straipsnyje apie prek\u0117s \u017eenklo prane\u0161imai<\/a>). Svetain\u0117 buvo atidaryta su \u0161iomis privalumais, kad pritraukt\u0173 potencialius pirk\u0117jus i\u0161 nukreipiamojo puslapio.<\/p>\r\n\r\n\r\n\r\n

Tai b\u016bt\u0173 simbioz\u0117 su socialin\u0117s \u017einiasklaidos rinkodaros kampanija, nes viena i\u0161 j\u0173 nat\u016braliai nukreipt\u0173 potencialius pirk\u0117jus \u012f kit\u0105. Socialin\u0117s \u017einiasklaidos turinys taip pat buvo orientuotas \u012f tuos pa\u010dius privalumus ir i\u0161laik\u0117 prek\u0117s \u017eenklo nuoseklum\u0105, naudojant j\u0173 spalvas, \u0161riftus ir logotipus. Socialin\u0117s \u017einiasklaidos kanalai taip pat b\u016bt\u0173 susieti su \u012fmon\u0117s svetaine.<\/p>\r\n\r\n\r\n\r\n

\u012edieg\u0117me \"Facebook Pixel\", kad gal\u0117tume steb\u0117ti srauto efektyvum\u0105, ir laikui b\u0117gant pakoregavome savo strategij\u0105. Akcentavome portalus ir rodiklius, kurie b\u016bt\u0173 naudingi B2B verslo strategijai, ir siek\u0117me juos pagerinti. Sulauk\u0119 skai\u010di\u0173, jau gal\u0117jome matyti teigiam\u0105 savo pastang\u0173 poveik\u012f.<\/p>\r\n\r\n\r\n\r\n

Rezultatai<\/h2>\r\n\r\n\r\n\r\n

Steb\u0117dami j\u0173 pirkimus internetu, \u012fsitraukim\u0105 ir B2B reklamos kainas, per rekordi\u0161kai trump\u0105 laik\u0105 pasiek\u0117me teigiam\u0173 rezultat\u0173. Per 3 m\u0117nesius vieno pirkimo reklamos kaina suma\u017e\u0117jo nuo 29,3 euro iki 7,6 euro, o \"Facebook\" sek\u0117j\u0173 padaug\u0117jo 2 t\u016bkst.<\/p>\r\n\r\n\r\n\r\n

\""Facebook"<\/figure>\r\n\r\n\r\n\r\n
\"\"<\/figure>\r\n\r\n\r\n\r\n
\"Prek\u0117s<\/figure>\r\n\r\n\r\n\r\n
\"Prek\u0117s<\/figure>\r\n\r\n\r\n\r\n

Ilgainiui pirk\u0117j\u0173 susidom\u0117jimas u\u017ekand\u017eiais did\u0117jo ir jie vis da\u017eniau lank\u0117si svetain\u0117je. Pagaus\u0117jus sek\u0117j\u0173, padaug\u0117jo pirkini\u0173, taip pat atsirado daugiau aktyvi\u0173 naudotoj\u0173, nauj\u0173 naudotoj\u0173 ir padaug\u0117jo sesij\u0173. Taip pat \u017einojome, kad \u012fmon\u0117 sulaukia daugiau tinkam\u0173 naudotoj\u0173, nes atmetimo rodikliai buvo ma\u017eesni nei anks\u010diau.<\/p>\r\n\r\n\r\n\r\n

Ma\u017eesni atmetimo rodikliai ir didesni pardavimai rei\u0161k\u0117, kad skaitmenin\u0117 rinkodara buvo veiksmingesn\u0117 nei anks\u010diau. Unikali\u0173 lankytoj\u0173 skai\u010dius taip pat did\u0117jo, o kaina u\u017e vien\u0105 reklam\u0105 buvo ma\u017eesn\u0117, o tai taip pat rod\u0117, kad proced\u016bros apskritai yra veiksmingesn\u0117s. Tinklalapi\u0173 steb\u0117jimas taip pat rod\u0117, kad portalai, kurie labiausiai domint\u0173 pirk\u0117jus, pasiekdavo didesnius rodiklius, o tai rod\u0117 veiksmingas UX proced\u016bras.<\/p>\r\n\r\n\r\n\r\n

Tikim\u0117s, kad \u0161is prek\u0117s \u017eenklo k\u016brimo tyrimas suteik\u0117 jums id\u0117j\u0173, kurias gal\u0117site pritaikyti savo procesams. M\u016bs\u0173 darbas nebuvo sud\u0117tingas ar drasti\u0161kas, ta\u010diau vienu metu buvo atliekami tarpusavyje susij\u0119 \u012fmon\u0117s proces\u0173 poky\u010diai, kurie buvo didesni nei j\u0173 sudedam\u0173j\u0173 dali\u0173 suma. Dar svarbiau, kad steb\u0117dami duomenis visada gal\u0117jome \u012fsitikinti, ar dirbame teisingai ir ar reikia koreguoti krypt\u012f.<\/p>\r\n\r\n\r\n\r\n

Ie\u0161kote stipresnio buvimo internete? Per\u017ei\u016br\u0117kite paslaugas ir su\u017einokite, ar kas nors jus sudomins.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Building a strong digital presence requires effective branding and outreach. Consumer brands can benefit greatly from social media if they play their cards right and engage their audience. This brand marketing case will illustrate how we helped Omegachips, a healthy snack manufacturer and food research firm in Eastern Europe, achieve its full potential. As a […]<\/p>\n","protected":false},"author":1,"featured_media":12130,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[17],"tags":[],"wl_entity_type":[47],"class_list":["post-11409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","wl_entity_type-article"],"acf":[],"yoast_head":"\nBrand Marketing Case: Healthy Snack Manufacturer - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"This brand marketing case will illustrate how we helped a healthy snack manufacturer in Eastern Europe achieve its full potential.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/lt\/blog\/2023\/06\/04\/brand-marketing-case-healthy-snack-manufacturer\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Marketing Case: Healthy Snack Manufacturer\" \/>\n<meta property=\"og:description\" content=\"This brand marketing case will illustrate how we helped a healthy snack manufacturer in Eastern Europe achieve its full potential.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/promoguy.nl\/lt\/blog\/2023\/06\/04\/brand-marketing-case-healthy-snack-manufacturer\/\" \/>\n<meta property=\"og:site_name\" content=\"Promoguy Digital Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-04T22:21:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-18T01:14:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/06\/2023-08_PROMOGUY_Healthy-Snack-Manufacturer.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"475\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"promoguynl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"promoguynl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minut\u0117s\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2023\\\/06\\\/04\\\/brand-marketing-case-healthy-snack-manufacturer\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2023\\\/06\\\/04\\\/brand-marketing-case-healthy-snack-manufacturer\\\/\"},\"author\":{\"name\":\"promoguynl\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/#\\\/schema\\\/person\\\/f1e99bd6c6305ded79f1214882575dc7\"},\"headline\":\"Brand Marketing Case: Healthy Snack Manufacturer\",\"datePublished\":\"2023-06-04T22:21:34+00:00\",\"dateModified\":\"2024-09-18T01:14:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2023\\\/06\\\/04\\\/brand-marketing-case-healthy-snack-manufacturer\\\/\"},\"wordCount\":1199,\"publisher\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2023\\\/06\\\/04\\\/brand-marketing-case-healthy-snack-manufacturer\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/promoguy.nl\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/2023-08_PROMOGUY_Healthy-Snack-Manufacturer.png\",\"articleSection\":[\"Case Studies\"],\"inLanguage\":\"lt-LT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2023\\\/06\\\/04\\\/brand-marketing-case-healthy-snack-manufacturer\\\/\",\"url\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2023\\\/06\\\/04\\\/brand-marketing-case-healthy-snack-manufacturer\\\/\",\"name\":\"Brand Marketing Case: Healthy Snack Manufacturer - 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