CULINARYON SINGAPORE
Marketing Strategy 2020
Top Goals 2020
  • Incoming Requests
    1. High cost of over-reliance on active sales generation
    2. High variance in incoming qty due to seasonality
    3. High expense of paid G Ads

    In 2019, we have established tracking of different channels & stages of incoming sales funnel. In 2020, we need to identify which channels work best, and optimise them.
  • Brand Visibility
    Our company works according to the principle of individual approach to every client. This method lets us to get success in problems of all levels.
  • B2C Development
    1. B2B + Closed B2C alone cannot saturate capacity during certain timings
    2. New location will provide more visibility to the public

    Relaunch B2C offering in Q2 2020. The challenge will be to create Open B2C in new/different attractive formats, as competition in classic cooking OMCs is high.
  • PaintOn
    Brand is not established in the market right now - while overall requests have a balance ±75% incoming, 25% active, PaintOn so far has 20% incoming, 80% active.
incoming requests
Increasing incoming requests will be a combination of approaches through digital marketing & business development.
1
Digital
  • Paid
    • G Ads
    CO: continue optimising costs &
    PO: launched beg 2020

    • LinkedIn Ads

    • Social media ads

    Budget: should not exceed $10k per month.
  • Organic
    SEO
    SEO agency is currently engaged

    Content Development
    A critical component to help build search rankings

    • 2x thematic articles per month to be provided by SEO agency
    • Content provided by Global

  • Email Marketing
    SEO


Others
1. Website - longterm issue that is waiting to be addressed by Global
2.
2
Business Development
  • Alternate sales channels
    • On-boarding proposal format for sales team
    • MICE & Event agencies
    • Tourism
  • Partnerships


    Chambers of Commerce
  • Events Calendar
    Participate in relevant community and industry events, such as HR conferences, premium consumer events (e.g. Singapore Yacht Show), and the like

    Tasks
    • Calendar of events 2020
brand visibility
1
Social Media
Start daily activity on social media

• Use assistance of Global in content production
•

Campaigns
•

Content
1. Experiences, Client photos resharing
2. Special offers, seasonal packages
3. Employer branding
4. Knowledge sharing

Next steps
1. Get subscription to social media post scheduling software
2.
  • LinkedIn
    Remains most important channel

    Plan
    • 1x post daily (weekdays)
  • Instagram, Facebook
    Plan
    • 1x post daily (CO, PO)
    • 1x stories daily (CO only)

  • TripAdvisor
    Competition for ranking in SG TripAdvisor is high
    Review ratings are not always good

    Plan
    • Continue building CO + PO TripAdvisor pages with review prompts
    However, there is not much else that can be done
2
PR & Media
  • Media
    Establish media relations

    Currently in pipeline
    • ST/BT (Amy Leo)
    • UNIQUE Singapore
    • Honeycombers
  • Partners

    Content
  • Influencer Marketing
    Most important media
  • Marketing Events
    Free/low check studio rentals for video or photo shoots that come in as incoming.

    Examples:
    • Feature of CO: e.g. Village Hotels & Residences (here)
    • Shot in CO studio: e.g. Netflix's Singapore Social
B2C development
1
Product Creation
Start

• Use assistance of Global in content production
•

Tasks
1. Get subscription to social media post scheduling software
2.
  • Product Creation
    Tasks:
    1. Market research & analysis - understand which formats can be attractive to clients and price competitive

  • CulinaryOn
    Achieved in 2019:
    • B2B range of offers

    Plan 2020:
    • B2C Kids
    • B2C
  • PaintOn
    Released in September 2019

  • WineOn
    ...



  • Others
    Umbrella brand ?
    KidsOn?
    QuizzOn?
B2B Sales
PaintOn
• Brand is not established in the market right now
Usual requests have a balance ±75% incoming, 25% active
PaintOn so far has 20% incoming, 80% active

Requires heavy marketing focus equal to effort to establish CulinaryOn

WineOn
Currently

Only pitched to clients who a) we know are wine lovers, or b) are searching for an alternative
• Right now Wine Las Vegas is

B2C Sales
Adults
• Only 1 sold WineOn event
•

Kids
• No single PaintOn kids event sold
•
brand portfolio
...
  • CulinaryOn


    Main focus of 2020 will be

    Plan 2020:
    • Explore

  • PaintOn
    Brand is not established in the market right now - while overall requests have a balance ±75% incoming, 25% active, PaintOn so far has 20% incoming, 80% active. Unlike with LEGO SP, it has been easily adopted by sales team.

    Right now we are not adding revenue, but probably mostly cannibalising revenue we would have converted in any case. PaintOn will require heavy marketing focus:
    • PR & media
    • SEO, Paid advertising
    • Social media

    It's not only about establishing PaintOn as a brand, but also about establishing art/painting teambuilding as a signature activity.
  • WineOn
    Despite being established since Q4 2018, WineOn is a niche product.
    It will have potential as a separate brand if we:

    1. Expand offer to include cocktail making workshops, wine classes, etc.WLV is a very specific format that is not easily understandable to clients and therefore shouldn't remain as the only/main attraction.

    2. Focus marketing on specific communities
    B2B: majority of teams have somebody who doesn't drink, and that makes organisers hesitant to choose this format
    B2C: wine appreciation is specific to specific communities and groups - WineOn can have good potential for B2C sales
  • Others ?
    2020 will

    UMBRELLA BRAND?
    There are many opportunities for expansion of product range within non-cooking, yet CULINARY area: Dinner & Dance, Banquets, Weddings, Catering, etc.

    Cooking-related events will foreseeably always remain our core focus and competency. Expansion of culinary products doesn't in itself necessitate an umbrella brand.

    Reasons for umbrella brand?
    • Sales
    • Employer branding
product management
CRM
  • Product Range & Market Focus
    CulinaryOn:
    •


  • Pricing
    Revision of pricing is in discussion right now and will be a topic during 2020.
  • Product Standards
    Development of global event & product standards is still in process and not implemented in Singapore.

    Types of Content
    1. Experiences, Client photos resharing
    2. Special offers, seasonal packages
    3. Employer branding

  • New Product Development
    New product development will be left to Ops & Kitchen dept., with Marketing in charge only for commercial offer, sales materials & promotion.

    • Ensure quality

digital
CRM i
  • Paid
    Main metrics
  • Organic
    Most important media

  • Content Development
    Most important media
social media
...
  • LinkedIn
    Most important media

    Types of Content
    1. Experiences, Client photos resharing
    2. Special offers, seasonal packages
    3. Employer branding
    4. Knowledge sharing

    Responsibilities

    Main metrics
  • Instagram
    Most important media

  • Facebook
    Most important media
  • TripAdvisor
    Most important media
crm
CRM is currently very sales-focused and marketing functions are not established.

• Data analysis for incoming requests and products is largely manual
• Management of different brands & products is not developed
  • Product Management & Analytics
    Achieved in 2019:
    • establishment of product structure for SG
    • product report 2019 (final version in process)

    Plan 2020:
    • Develop regular product reporting with bpm team
    •
    • Improve bpm infrastructure
  • Marketing Report
    Most important media

Email marketing
• NEW! Cost of Marketing licenses & functions on bpm - how to optimise?
  • Emailing
    Achieved in 2019:
    • establishment of product structure for SG
    • product report 2019 (final version in process)

    Plan 2020:
    • Develop regular product reporting with bpm team
    •
    • Improve bpm infrastructure
  • Client Communication
    Goals

    1. Develop standards & templates
    2.
  • Other Materials
    Goals

    1. After event email template
    2.
  • Work with Database
    Goals

    1. Develop standards & templates
    2.
business development
  • Emailing
    Achieved in 2019:
    • establishment of product structure for SG
    • product report 2019 (final version in process)

    Plan 2020:
    • Develop regular product reporting with bpm team
    •
    • Improve bpm infrastructure
  • Client Communication
    Goals

    1. Develop standards & templates
    2.
  • Other Materials
    Goals

    1. After event email template
    2.
  • Work with Database
    Goals

    1. Develop standards & templates
    2.
  • Partnerships
    Customers Support
    Eva is the voice of our brand. She spends hours to make our clients feel care and enjoy communication with the company. If you have any suggestions or ideas you can write her.
  • ..
    Customers Support
    Marketing Sales• Content development: recipe development + photography / videography
    • Media shoots, TV shows,
  • ...
    Design Director
    Julia takes care of everything you can see. She spent five years in London learning visual communication. She uses her knowledge to make the world a little more beautiful.
  • .
    Founder & Art Director
    Max invented our company. He is the father of our main goals and values. He has founded first core members of our team and helped them to show their unique talents in work process.
Cost & Marginality
Exciting, but will be left to Ops & other departments
Made on
Tilda