Walter Gregor’s Tonic Water: A SWOT Analysis And Target Audience Persona

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

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

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

•

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

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).

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)

Facebook

Reviews 50 per month

Followers 2299

Likes 2000

Instagram

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

• Instagram

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.

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.