grey's and mec presentation

The story of FLEUR

Or how an ambitious flower shop owner became the leading online flower brand

Meet Fleur

Fleur is ambitious

Her flower shop has become talk of the town…

She seems to have the creative gift to make flower arrangement that capture today’s trends…

She wants to grow, but how can she grow when she only has one shop ?

When she compares her own flower creations with what she sees online, she thinks she can do better …

Where has creativity gone ?

They all have one thing in common…

Where has creativity gone ?

They all deliver standardised solutions…

Where has creativity gone ?

Why not develop her own webshop ?

A webshop that is as beautiful and original as the bouquets she creates ?

Clients can shop 24/7 She can reach a new audience She can deliver via a courier She can hire extra people…

Where has creativity gone ?

CHALLENGE # 1

DON’T BE A WEBSHOP LAUNCH A BRAND

TO DO # 1 DIFFERENTIATE

How will Fleur differentiate in a field of sameness ?

By listening to what the consumer says..

and by shifting away from the obvious …

“ Fleur, when I buy flowers at your shop, I feel as if you helped me to create my own bouquet to perfection, just right for the occasion. ”

How will Fleur differentiate in a field of sameness ?

By listening to what the consumer says..

and by shifting away from the obvious …

TO DO # 1 DIFFERENTIATE

Shiftmodel

From :

Another flower webshop for home delivery

The best flower bouquet is the one that YOU have created.

To :

My ideal personal flower creation, one click away

A first great achievement:

A website that is the home of a new brand ! A brand with a promise: Be creative ! Create your own flower bouquet. You can do it, with the help of Fleur

TO DO # 1 DIFFERENTIATE

A first great achievement:

A website that is more than just another webshop. It is the home of a new brand ! A brand with a unique identity and a clear promise: Be creative ! What’s keeping you ? Create your own flower bouquet, with the help of Fleur

TO DO # 1 DIFFERENTIATE

A “bouquet simulator” helps you to create your own flower b o u q u e t , b a s e d o n t h e season, the range and the occasion. The tool optimizes your work and presents you with a m o c k - u p o f w h a t y o u r bouquet will look like.

TO DO # 1 DIFFERENTIATE

CHALLENGE # 2

GET NOTICED !

Regional National

TO DO # 2 MEASUREMENT

Measurement is the key to evaluate success.

Test, learn and optimize.

- Install a Tag Manager - Install a Web Analytics Tool - Install platform conversion

tags

TO DO # 2 MEASUREMENT

A great website and a great story does not mean a lot of visitors.

Invest a small amount to make sure people find you when looking for flowers.

NO VISITS

TO DO # 3 SEARCH ENGINE ADVERTISING

SEA provides an exceptional opportunity to reach your potential customers when they are active in research or buy mode.

Invest a small amount to make sure people find you when looking for flowers.

TO DO # 3 SEARCH ENGINE OPTIMIZATION

SEO: Two important topics: your e-shop technical aspects (site speed, mobile responsive, images size …) and your content.

Our final objective will be to increase your brand’s visibility on Google.

TO DO # 4 FACEBOOK ADS

Sponsored posts will appear in the newsfeed of our target audience

Traffic to site of Fleur will increase.

• Timing: Valentine period

• Target audience = • Men • Between 20-54yo • Living in Wemmel or around Wemmel

Audience Buying:

We use data and technology to show your ads to the most relevant audience.

Get a profile of your target audience and use the data to improve your online campaign.

TO DO # 5 PROGRAMMATIC DISPLAY

Dating Wedding Interior Decorating

Retargeting: Re-connect with those who have already engaged with your content. Give them the last reason to buy on your website.

Lookalike: Reach new people who are likely to be interested in your business because they're s i m i l a r t o y o u r c u r r e n t customers.

TO DO # 5 PROGRAMMATIC DISPLAY

Radio can boost awareness on a regional / national level… And has a proven track record in building traffic to your website

TO DO # 6 RADIO

All rights reserved Grey Benelux ©2016.

Want to learn more ?For more info on method, packages and prices,

please contact us:

kris.muylaert@grey.bestephane.bernaerd@mecglobal.com

All rights reserved Grey Benelux ©2016.

THANK YOU