Strengths
Walter Gregor’s Tonic Water is a Rennie family company that makes little clump carbonated waters in previous ward of Pitsligo in Peathill, Aberdeenshire. They depend on their remote and provincial ranch which extends across moving wide open to the shores of the Moray Firth (Smith 2017). There, they have fabricated an advanced packaging office to make and pack their created carbonated waters and blenders where they additionally make Summerhouse Drinks create soft drinks and lemonades.
In 2015, they sent off Walter Gregor’s Original Tonic Water to match with the rising number of art Scottish gins that were being refined. From that point forward they have been (Smith 2017) investigating and exploring different avenues regarding a scope of spirits and the blenders to foster very interesting and helpful serves. Walter Gregor’s Tonic Water makes a lot of profit in their business due to natural hands production. They should improve on their digital marketing strategy to help boost sales by meeting digital clients’ needs.
Leading a SWOT investigation permits advertisers to assess the ongoing place of the client prior to prescribing changes or upgrades to computerized correspondence. Chaffey (2013) recommends that before any business choice is made there ought to be an assessment of where the business is at the ongoing second and where they need to go prior to carrying out thoughts.
Strengths
· Offering natural quality tonics · Their tonics can be usedwith specific mixers making them special drinks · They have subscription boxes · They give gifts, act as customer motivation strategy · Have positive recommendations from The Teasmith, coarunn, the isle of Barra, hendricks · Doing delivery at the customers door · The shipping and returns policy is friendly to customers · Have news blogs concerning the company and products · The recycling of the bottles and packaging is strength to conserving the environment
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Weaknesses · Poor quality images are displayed on the website · The company less appreciate response to reviews on their site · Less information available on the site about the company · The design for the website is bit poor · No inbound links on the website · There Facebook posts are less updated · The don’t engage customers on the social media sites such as tik tok, instagram · Less time is dedicated to digital marketing, from the survey, 1day per week
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Opportunities •The website should be re-designed to ensure user experience is improved •Improve social media engagements and response to reviews •Appealing and enticing images to be uploaded when redesigning Improve SEO performance |
Threats •Competitors website more well designed and attractive and have good SEO ranking • Poor social media engagement and digital marketing • |
Newberry (2018) recommends that building a client persona permits you to make more unique and centered advertising effort. She additionally accepts that this permits you to be inventive and picture the buyer venture. The greater part of UK shoppers anticipate a customized and extraordinary message from brands, so making a client persona permits you to do this (Kats 2018).
From the survey, the clients target audience is are from the UK and essentially Scotland, yet they have seen orders ascend from regions like USA, Canada and Scandinavia.
From the survey, the target audiences are Create Gin Drinkers who are ‘post Fevertree’ or have been acquainted with us by a gin brand for example Isle of Harris, Isle of Barra.
Persona name? |
Characteristics / segment? |
Motivations, Goals and Needs |
What we want to deliver? |
•Create Gin Drinkers Eloise, Craft Gin Clubber, age 25 |
· She is someone who is searching for an ‘at home’ drinking experience or likes to give ‘experience gifts’ to companions or family. · She partakes in a beverage at home, likes to attempt new items and hotshot new beverages to loved ones. · Somebody who might be keen on a membership box administration and preferences the thought/accommodation of items being conveyed directly to entryway |
• Being able to drink from the comfort at home with family members •Lovers of new productsand surprising loved ones with new drinks •Those who love sunscription box and products delivered to the doorstep |
• Door delivery of products • New brands for product diversity • Natural drinks that are safe to health Gift vouchers for massive buyers Subscription boxes with quality package |
Criteria |
Competitor 1 |
Competitor 2
|
Business Name |
Craft Gin Club |
Bon Accord |
URL |
https://www.craftginclub.co.uk/ |
https://bonaccordsoftdrinks.com/ |
Reach |
When searched on Google for “Craft Gin Club” palm court appears on the first search page on 3rd When conducting an incognito search on google Craft Gin Club appeared in the opening 14 results pages. 1k Organic searches in April 2022 (generated by SEMrush) Moz Bar statistics Domain authority: 50 Ranking Keywords 1.6k Linking domain 1.7k |
When searched on Google for “Bon Accord” palm court appears on the first search page on 1 When conducting an incognito search on google Bon Accord appeared in the opening 14 results pages. 2k Organic searches in April 2022 (generated by SEMrush) Moz Bar statistics Domain authority: 28 Ranking Keywords 17 Linking roots domain 154 |
Act |
Content Interaction Comparative however more successful and proficient call to activities buttons. Source of inspiration buttons are shown mostly down the page not so viable and simple to find. Landing Pages Craft Gin Club presentation page titles – content is magnificent and leaves the client with restricted further hunt. Occasion page specific powerful with forward-thinking occasions/call to activities accessible. Overall Website Effectiveness Craft Gin Club the site offers bunches of invigorating exceptional proposals on the landing page through spring up’s it is assaulting for the client to check off all the spring up’s prior to getting to the data they require. The pictures again tempt the client to remain. |
Content Interaction Immediately when you access Bon Accord site you were barraged with call to activities with extraordinary offers-for instance buy three and get a two free. Landing Pages Solid point of arrival titles – separate occasional greeting page with Christmas related content. Overall Website Effectiveness Truly simple to explore through, points of arrival are brimming with valuable substance and pictures look proficient and would tempt individuals to remain at the company. |
Convert |
Subsequent to tapping the call to the activity fastens, the client venture is really cliché and smooth to buy. Can contact the inn by finishing up a fundamental home with individual contact subtleties and leaving a particular message. Site offers the choice to buy into email bulletin or extraordinary offers email |
The source of inspiration button “buy” permits you to just buy product or a gathering which gives the lodging a novel selling point. The talk spring up permits clients to contact the company about any enquiries in a flash. Can download the new what’s on happy by tapping on greeting page, which gives you the overall substance also, makes the client’s data search more proficient. Site offers the choice to buy into email pamphlet or extraordinary offers email. |
Engage
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The customers reviews are good with many clients giving positive feedback to the company. The rating of the online stores is good. The company has an easy email sign up. |
The customers reviews are good with many clients giving positive feedback to the company. The rating of the online stores is good. The company has an easy email sign up. |
Typical User Action |
Evaluation of current site: |
Recommended Improvements? |
View offer / promotion? |
There is subscription box and gift vouchers |
Improve on this offer and target peak season such as holidays, weekends and eve events |
Register for E-newsletter? |
There’s a mail chimp account on the website |
Make the email newsletter subscription mandatory to any user to access the website. This will ensure many users get subscribed. |
Book / purchase? |
Purchase buttons are available |
The purchase buttons are mostly found below the pages. Arranging them on the left side to help easy navigation. |
Where-to-buy/How to buy? |
Trade and export page enables buying |
Shipping could be made easily visible on the main page |
Download Voucher/ Other? |
N/A |
The gift vouchers cannot be downloaded online. |
Share to Social Buttons? |
N/A |
Their instagram and Facebook page links are not linked to the website. Digital marketing plays a great role in the market today and so they should embed social media links to the website. |
Other e.g. how clear is site navigation? |
Audience
· 1,190 Visits · 77 new visitors. · Average session duration 7 minute 36 seconds. · 51.02% female visitors 48.98% male visitors · 41.67% of visitors between 25 – 34 years old. · Highest no of the visitors was 18-24 with 58.33% · Outside the UK was the most popular country for visiting the client. · 58.26% visited the site through desktop · 40.87% visited the site through a mobile device. |
Acquisition
· 26.1% accessed the website through organic search · 58% directly accessed the Homepage · Only 7.2% accessed the website through social media sites. · There were only 8.7% referrals |
Behaviour · The most popular landing page was the home page with 24.20%. · The second most popular landing page was the our-tonics page with 9.92%. · 7.73% viewed our story · 4.79% viewed the gifts · Only 2.69% accessed the blogs page · 4.71% accessed the subscriptions-boxes landing page. · Only 2.69% accessed the giftcertificate.php page · 3.28% viewed the servers-inspiration page · 2.52% viewed the sustainability page · 2.61% viewed the cart.php page · Average load time per page 2.49 seconds. · 43.96% bounce rate – Immediate exit from website. · Average time on homepage 2.49 seconds. |
Conversion · Not set up on a google analytics account (see Objectives for further recommendation). |
- Audience
The current audience are mostly based in United Kingdom. Content should be majorly focused towards UK social channels. Young to middle aged females is the current most popular target customer, try to target/improve interaction with 18-24-year-old markets, to do this they could include more video content (Newberry 2019) on their website as this is what that specific age group engage with in terms of content. The client could also engage with the elderly market by promoting pensioner deals like discount for products offers and on soft drinks. A number of users are accessing the web from United States is there anything the client could do to reach out to this market? The majority of users are accessing the website on the desktop (58.26%) compared to on mobile phones (40.87%) therefore the company needs to make it easier to be accessed on the phone by marking advertisements on the mobile apps.
- Acquisition
Majority of customers are accessing through direct contact to the company followed by organic search. The company is doing poorly on the social platforms and this the ares a lot of improvement needs to be done. This because users are not accessing the website through social media; the client could increase their presence on social media by posting content into small community groups with a link to their website in every post (NEWBERRY 2019).
- Behaviour
Weaknesses
Apart from the home page, and “our tonic page” all the other landing pages such as “gifts”, “blogs”, “subscriptions”, “giftcertificate.php”, “servers-inspiration” and “sustainability” have really poor views, to increase these views they could improve the content on these pages by giving examples of events they have hosted, special offers and attractive photos to these pages.
- Conversion
Currently conversion isn’t set up on google analytics, the client could use this effectively to monitor sales of the products. This would ensure they can monitor objectives more in depth and plan events around times where the company is busy. (Patel N,D.)
SEO Criteria |
Evaluation of Current Site:
|
Recommended Improvements? |
Landing Pages: . |
Buttons for call to action are clear, for instance “subscription boxes”, gifts and inspiration” and stock lists. It is easy and clear to navigate the site with sub headings coordinating one to other pages. Contact data are directly provided Water tonic bottles on the main page appear dull and not appealing to the eye. The main page should have attractive images at first sight. |
The subscription boxes ought to be the major Transformation button, it appears to have more clients clicking it. Gifts and inspiration ought to be accessible on every one of the main pages (Madsen 2019). The pages should have more contents, some pages provide very little information |
On-Page SEO: Title Tags (60 characters)
|
The page authority are specific low particularly for the vital elements of the business for subscription boxes |
the gifts link 0 connections appended, the client could be accomplishing other things to share encounters on their drinks that could expand connections to this specific page (KELEHER 2019). Improve domain authority by creating more content. Incorporate more connects to title tags every title tag has restricted interfaces separated from the landing page (Rampton 2017). |
On-Page SEO: Meta Description |
The home meta portrayal is a fleeting yet viable method of conveying what the business is all about and where it is situated Involving explicit catchphrases in the meta portrayal can get to the next level your SEO rating and get to the next level the customer venture through your site (Patel, N.D) The client uses terms such as “subscription boxes” “tonics” and “serves and inspiration” |
The Gifts page could Incorporate more information on gifts package deadline. The meta depiction for the serves and inspiration page has less information concerning it, it could incorporate the kind of occasions they have. In the meta portrayal they ought to incorporate the expression special offers which would attract customers within a short period. |
On-Page SEO: Image Alt Tags (text for an image) |
All the images don’t have alt tags, they are not effective. |
Alt tags need to be added to images to give more information about the pictures. |
Inbound Links |
There is restricted inbound connections on every page gave by the client utilizing Google analytics. 50 Inbound connections altogether, which is truly poor, thought about to different contenders (JONES 2018). The super inbound connection is the best tonics in Scotland. |
Create more inbound links by talking to other bloggers to market them in their articles. Put links that direct to clients to tonics on offers to attract more clients. |
Domain Authority |
Competitors have high domain authority than the client. Walter Gregor’s Tonic Water DA is |
They could incorporate more satisfied content on their website pages. Interface content across the different virtual entertainment channels and make all posts coordinated and linkable with solid definitive connections (Meyers 2019). |
Local SEO |
The client has set up google my business. Notwithstanding, it positions specific low when Looking for “best tonics in abardeen or Scotland”. The keywords are should be localized to rank higher. |
Complete all the important data on google my business. Urge clients to leave a survey. Interface web-based entertainment newsfeed to profile (Bonelli 2018). Utilize more practical watchwords in portrayal depicts objections that are 10 miles away and so forth, advance what’s close to the locality. |
Content Title One: Receive tonics gifts at walter gregor No one doesn’t want to be gifted, it’s a good feeling to feel appreciated with a gift. Clients will prefer where their money is valued by giving them a gift for special shopping. |
Content Title Two: Best Scottish tonic water People want best products locally. When searching for best tonic water in Scotland, they should be directed to the site. Quality attracts clients despite the cost they pay. |
Content Title Three: natural Tonic water around abardeen area People have gone back to natural consumption for the sake of their health. Through this search it would be appealing to find natural drinks in the current era. They should explain how the drink is naturally made. |
Content Title Four: Sugar free drinks and tonic water at Walter Gregor Most people currently observe their health by consuming sugar free drinks and this can attract customers to the site. Natural products are highly valued and people will not hesitate to enjoy the natural drinks despite cost. |
Content Title Five Premium subscription box at walter gregor Most people believe the premium subscriptions are cost friendly and they would all flog to a website with premium boxes. Such key-words are used by many people on the search. |
Subject Line One: 1 Month of special subscription boxes Limited offers have good packages and this month you can enjoy the package |
Subject Line Two: Looking for natural drinks for the safety of your health? Welcome to Walter Gregors tonics where your health matters. Get our naturally produced drinks while maintaining your health |
Subject Line Three: Surprise your family this weekend with natural tonics! Every family loves a surprise, walter gregor can do this perfect surprise for your family and increase your bond…….. |
Subject Line Four: Have you checked our gifts this week at walter Gregors Grab a gift at walter Gregors for buying a soft tonic which is natural and healthy |
Subject Line Five: Win A Premiun Box This December For Chrismas Share our instagram posts to your timelines on social media every day and grab a premium box this Christmas |
Social Media Criteria |
Evaluation of Current Social Media: |
Recommended Improvements?
|
Potential Audience (fans / followers) |
Facebook fans are middle aged men living in Abardeen. There are 2299 followers Instagram has 2619 followers |
Post more contents engage followers, like and respond to comments and react to reviews. Update the pages regularly |
Engaging Content |
Facebook- The substance is improving with more ordinary Posts. Content incorporates, customized pictures, occasions in the bar, and conventional Photographs f food accessible. Instagram -The substance is precisely the equivalent to the pictures showed on Facebook. The visuals of the new subscription boxes The substance on instagram is precisely the equivalent to the pictures showed on Facebook. |
Provide more updates on promotions, gifts, and subscriptions (ARIEL 2015). Empasize on natural production and could post more pictures to encourage the safety of their drinks. Showcase winners of special prize competions. Notify followers on new improvements and upcoming events early enough |
Engagement (Sharing and Liking) |
Reviews 50 per month Followers 2299 Likes 2000 Followers 2619 Likes 8356 |
Run an Instagram contest that urge current adherents to like furthermore, share a post to their story in return for the opportunity to win an award. This helps non-devotees to cooperate the with the Instagram page, they then, at that point, share the post so the client can truly support its web-based entertainment following an |
Referral Traffic to Website?
|
From the Google analytics referral traffic is 12 for the new users. This is quite low and need improvement. |
Any influencer that is available locally should be used to share the link and it will improve refferalls. |
Use of Video |
Few video contents on both Facebook and instagram. |
Do videos with Rennie on the company features. Source for customers who are satisfied and do clips to attract new users. Do videos explaining special offers, subscription boxes and gifts (ABOULHOSN 2019). |
Use of Images |
Only soft drinks tonics products images availed. |
Do staff images and happy customer images with their consent. Events images can also be done to attract more people. |
Integration with Website |
For Facebook and instagram there are website links. |
Embed the social media links on the website. |
Third Party Sites
|
Justification |
Mainstream Media: · Societ Abardeen · |
Carries out session with Claire Rennie on Walter Gregor Tonic water. |
Independent/ Niche Websites: · Sbf governance · Craft56.co.ke |
Publicises articles about Walter Gregor Tonic water. |
Social Networks: |
Twitter brings traffic to the Walter gregor tonic company Instagram swipe links for referral of new customers. |
Blogs and Individual Influencers: · Press and journal • Inverurie whisky shop |
Tells information about the company products, offers and promotions. |
Ratings and Review Sites: · Trip advisor · |
180 thousand million month to month clients (Kinsler 2018), Covering very nearly 7 million properties all over the planet, Can make you stand apart from the group, Should be checked and drawn in with habitually to further develop inn execution. |
What? |
Why? |
Key Tracking Metrics and KPIs? |
Target (3 Months) |
Objectives |
Rationale (informed by situation analysis or insight) |
How would you know if your strategy was working? Enter metrics and KPIs that you believe to be most relevant to your objective. |
For each metric/ KPI, set a target to achieve over a 3 month period. |
Reach Objective: Improve on posts and video engagements for instagram page. |
Attract more followers, referrals, and getting new customers at the end. |
Asses number of new followers and customers gained weekly. |
Every month goal for 3 months |
Act Objective: Acquire new customers.
|
Set social media referral links at the main website |
Track number of new customers attracted every month on every social media platform. |
Every month tracking for 3 months |
Convert Objective: Improve website traffic towards the subscription boxes and gift vouchers. |
From situation analysis, customers prefer subscription boxes since they view it as of low cost. |
Observe to increase sales by 20% per month with the subscription boxes. |
1 month tracking for 3 months |
Engage and Retain Objective: Improve twitter engagement to get 300 followers. |
Relate with other businesses, attract followers and in turn improve sales |
Track new followers within 1 month |
1 month tracking for 3 months |
|
Short Term (1-3 months) |
Medium Term (3-12 months) |
Long Term (1-2 years) |
Priority One: Very Important |
Conversation metric should be improved on Google analytics |
Upgrade twitter handle to gain more followers traffic |
Set referral links on the main website and local influencers blogs to attract followers |
Priority Two: Important |
Use third party, Craft 56 to get referral clients to the clients website |
Provide offers that relate to craft 56 events, thus many people will be referred to the special offers |
Get well acquainted and updated with the third party programs and events. |
Priority Three: Lower Importance |
Do images and videos on Facebook about special gifts, offers, subscription boxes and attract followers. |
Monitor reviews given and act accordingly |
Make the Facebook account engaging and updated especially for the young generation. |
Generally subsequent to examining components of IATP’s advanced interchanges it is clear there should be an unmistakable patch up of the site with more top to bottom substance giving the client the data they require. They can take motivation by checking contenders out. Regarding online entertainment, assuming they make missions and presents more unambiguous on their objective market, they will build footfall and income through the entryway.
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