FreshMenu.com, in affiliation with content creation company DontBeContent, launched {a magazine} for its prospects on July 31. The journal which is a first-of-its-kind content advertising and marketing initiative from a food-tech start-up guarantees to thrill prospects with refreshing content about all the pieces meals – from journey and tradition to recipes and well being. FreshMenu.com is setting aside 10–15% of its advertising and marketing funds on content advertising and marketing led by Food For Thought – the 28-page journal.
The journal would be the product of an on-going partnership with DontBeContent and the crew at FreshMenu is assured that the journal will proceed to be printed for some time.
Aparna Mahesh, Chief Marketing Officer, FreshMenu.com, shared her ideas on content advertising and marketing and the way FreshMenu.com is leveraging the medium.
Edited excerpts:
How did the concept of launching {a magazine} come about?
Content has at all times been a spotlight at FreshMenu.com – we have already got a weblog – however {a magazine} simply brings all of it to life. At FreshMenu.com now we have a brand new menu each day. A number of R&D goes into growing the dishes, creating them and eventually bringing them onto our menu. We wished to share a variety of what we do behind the scenes with our prospects past simply the ultimate product.
Content is integral to the class of meals not only a good-to-have format. Content about experimenting with meals, wholesome meals, or extra in-depth subjects like cooking types or the origins of the dish uplift the complete client expertise. We imagine that buyers at present are hungry to know extra about meals and worldwide cuisines.
How will the journal be totally different from the weblog?
The weblog is one thing we create internally. For the journal, now we have partnered with DontBeContent. We now have a whole panel of consultants from DontBeContent who’re curating the content particularly conserving in thoughts the needs and wishes of the client with regards to content associated to meals.
The crew at DontBeContent is already planning the second difficulty of the journal that shall be printed in September. It would be the festive season difficulty.
What function will Food For Thought play in FreshMenu’s advertising and marketing story?
A number of advertising and marketing initiatives are usually activation-centric. At FreshMenu, 80–90% of our every day gross sales come from present prospects. Over time, now we have constructed such a stable buyer base that now we have prospects who order a minimum of one meal of the day from FreshMenu. There is nothing that I can do as a conventional marketer, which goes to attraction to them. I can’t maintain inundating them with messages to purchase from FreshMenu, as a result of they’ve already purchased our meals and purchased into what the model stands for. So, we had been in search of to reply the query of find out how to have interaction prospects in a extra significant and deeper method? This initiative is geared toward strengthening our present user-base and buyer retention.
Industry leaders have been speaking concerning the ‘Brands as Publishers’ mannequin for advertising and marketing.Please share your ideas on content-driven advertising and marketing and its place in advertising and marketing.
I can’t generalise this as a technique that can work for all classes or be relevant to all classes. There are two key factors to contemplate when enterprise a content advertising and marketing initiative: class and the objective of the initiative. Content will play a vital function in your advertising and marketing technique the minute your focus strikes from hardcore acquisition of recent prospects to retention and relationship constructing. And so, manufacturers must develop into publishers. When shoppers have purchased right into a model, they’re hungry to know extra and are wanting for newer experiences across the space that the model operates in. Therefore, a model wants to begin participating with prospects on quite a lot of subjects that transfer away from simply the pure bodily providing that the model has.
What funds have you ever set aside for the journal alone? How do you intend to cowl publishing and supply prices?
We have set aside about 10–15% of our advertising and marketing spends for all content initiatives, and Food for Thought is after all the hero in our content technique.
This shall be an ad-free journal. We don’t need to dilute the expertise of the journal with promoting. We might probably take a look at partnerships with manufacturers in the identical area in a while, however to be trustworthy now we have not thought that far but.
As for the logistics of delivering the copies, that shall be supported by our present food-delivery fleet.
How many copies of the journal will you be printing for each difficulty?
This is our maiden run, so now we have printed an preliminary batch of round 10,000. We are open to printing extra. We will gauge the response and accordingly tweak our numbers.
How will Food For Thought attain prospects?
We are doing a big print run of the journal. A serious chunk of the primary 10,000 copies will attain our prime prospects throughout Delhi, Mumbai and Bangalore. There is not any subscription charge; we simply need them to have this content. The digital model of the journal shall be up on our web site and shall be obtainable for everybody to obtain and luxuriate in. If there are prospects who need a bodily copy of the journal and should not on the mailing record, they will write to us, and request their very own copy.
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