This week was little bit diferent that the previous ones. The reason was that my senior lecture Anna Ikonen attended learning course in Scotland. The leaders for the week were Digital Coaches. We took just a short break from SSM project and focused on something else. The something else means project for Heinon Tukku Oy.
I'm not Finnsih so this company says nothing to me. The truth is that Heino is one of the biggest B2B provider in food industry in Helsinki area and even in Finland. Lets go breathly little bit deep to the company history and staffs around.
Heinon Tukku Oy is family business which was founded on 1899 (how big tradition this company in Finland has!) and nowadays company has more than 500 emplyees and they offer range with more than 30 000 products. As I mentioned before Heinno is concentrated to B2B services. The business concept they themself named HoReCa (Hotels, Restaurants, Catering) .
You can imagine turnover in 251 milions euro in 2016, it's quite big amount of money, right? The goal is much more further! Heino wants to be wholesaler for every companies in Finland. Very selfconfident statement in my opinion but why not?!
The goal for us as Digital business students was to create marketing plan for the new service. It means that Heino starts to offer deliver service for bigger amount of companies than which are included in HoReCa concept. The concept is straight delivery to offices via simple order app. The purpose was make a path how to support their new order app and make it visible in the market. Lets take a look what we have done. I show you step by step what you should do to reach your customers if you want to advance your app. It will be on example of Heino company.
1st STEP: Define your target group
For Heino company target group are potential customers from offices, start ups (+ 10 ppl) and bigger companies.
2nd STEP: Make a survey
Survey help you to define range of your customers and suitable kind of products or deliver time
3rd STEP: Price and package
Make sure what your compatitors do in the market. We found that competitors of Heino offer they products delivery aproximately around 7,90 EUR but Heino wish is to offer delivery for 10 EUR. The next thing is take care of pre-pared packages but still have a chance for option. Choose right amount of products do you offer. Customers always want to choose the right option. In service like food delivery is more important to offer big variety of products such as fresh and high quality fruit, drinks, coffee or cakes and varieties of cold snacks including baquettes, sandwiches etc. . Consider your view also on package. Trend of nowadays is to be green and enviromental friendly as much as possible. Use re-usable packaging. Packages gives you also space to be more visible and recognizable. The same visual look as in your application is good tip how to developt your visibility and brand name.
Promocode with free delivery is good thing to start as well. It's handy, easy to use and people can share it! It helps you to reach bigger amount of potential customers and again be more visible.
4th STEP: Package and marketing
Good idea is use "Monday starter pack". Why? I think that for every one Monday morning sucks. Monday starter pack help you be more fresh after hard weekend in the club. It includes coffee, small snack and fruit. Your energy will boost in a minute!
Make your package more visiual add some funny /meme/ cards with your logo on it. Also ask people to share it. Let the power of hastags talk for you and include then in social media marketing campaign, use them openly.
Your delivery trucks are very good space for advertisement as well as packages. Make them visual, use hashtags, logos and slogan.
Lets people talk about you and offer them discount when they tell you about to the others. Give a sale for the first order or if you order now you get 5 EUR off. How simple and efective it is.
5th Social media campaign
Work with stories, it always works. People like stories even telling them. We thought about this. Tell us story about your monday morning brew and win the free delivery of your choice. Don't forget to use hashtags!
Use Twitter, Facebook, Instagram and share your ideas, products.Blog is also good way how to present yourself. Remember to pay for PPC advertising and email marketing. Concentrated your power to Search engine optimalization strategy. It helps you be more visible in searching in Google, Yahoo etc.
I summarize the process step by step. Now you can have just a short imagination how to make your app visible in customers eyes.
See you next time. Bye Bye!
PS.
The fast delivery is the best delivery!
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