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FishermansFamily.com Success = Online Engagement

Who is the customer?

Affluent Moms.

Why?

• They have money.• They shop online.• They care about quality.• They are health conscious.• They are eco-sensitive.• They support communities.

Mom’s are onlineShopping and Surfing

To help save time and money, many moms shop online; moms are 35 percent more likely to shop for clothes, 50 percent more likely to buy toys, 29 percent more likely to buy music, and 23 percent more likely to purchase e-books online within the past 30 days. When browsing the web Pinterest is an increasing popular as well, with almost 5 million American moms visiting the site, representing more than a third of their unique visitors from home computers during March 2012.

According to an earlier study by NM Incite, at least half of moms use social media via mobile devices, compared to 37 percent of the online population. Overall 54 percent of moms own smartphones (among US mobile subscribers), keeping them connected with family and friends.

Fisherman’sFamily.com

Engaging with Affluent Moms

What is engagement?

The “emotional bond” or “attachment” that customers develop with your business during repeated, ongoing positive interactions with your company.

What it’s not Buy my fish!

Engagement is bonding, not bondage.

This bond goes beyond a single moment in time and is instead, defined by the enduring behaviors, attitudes and heart of your employees and customers.

The four paths to Engagement

Content & Community

#1 Content

Content was, is, and always will be King

“The banner is about to die and is already cratering. Now more brands are coming to us saying, ‘We want to be more like a publisher and you know how to do that.”

BuzzFeed founder Jonah Peretti

Be a publisher.

Give your customers value for their visit.

Ask why they they would come to the website? Ask why would they come back?

Ask, why would they tell anyone else about it?

What is Content Marketing?Content marketing is the art of communicating with your customers and prospects without selling.

It is non-interruption marketing.

Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.

Why “do” Content Marketing?

The essence of content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

What’s the content strategy?

CONTEXT

If content is King… context is Queen

Having quality content is important, but putting that content into context is the way to create a sensational consumer experience.

80% of content must be relevant to the target consumer.

20% of Content can be of interest to secondary target consumers.

Content Delivery Mediums

Who does online well?

• moms.dailybuzz.com• peapod.com• Foodzie.com• Etsy.com• markethallfoods.com• www.schwans.com• Amazon.com

#2 Create Content

Create a Community

Mom is all about the community.

Blending Content and Community

• People and products• Sharing knowledge• Telling stories• Empowering change• Rewarding participation

Brand Example