Company
Client is an internationally known NYC Chef/Brand and winner of Food Network TV, Chopped TV cooking series.
Chopped is an American reality based cooking television series hosted by Ted Allen that pits four chefs against each other competing for a chance to win $10,000.
Challenge
To create a marketing strategy and plan for Chef/Brand to increase client base through digital awareness and traditional channels. Client required marketing/brand strategy to maintain fan engagement levels following conclusion of TV show episodes, and to convert fan engagement spikes into brand’s customer base. Client also required a way to separate out TV viewer celebrity fans and warm business leads (actual customers).
At the start of the project Celebrity TV Client did not have a digital presence or marketing plan/strategy. Fan and client emails, marketing campaigns, lead scoring, content and loyalty strategy, and related marketing techniques needed to be developed.
Result
The client’s new marketing plan tripled monthly client leads and doubled his consulting practice. The marketing plan and strategy included the following elements:
Personalized digital media “stream live events” allowing customers to view the celebrity chef at work in the restaurant’s kitchen. Our marketing strategies help to increase fan levels, and keep engagement active following client’s TV show and encore episodes
Live engagement from online events would also create unique content for digital publishing to brands paid, owned, and earned digital assets
Developed interactive digital menu/dish rating system plan to provide customer feedback loop for current, new customers and menu innovations
Developed digital content strategy and posting calendar for social platform engagement on Facebook
Measured and tracked content for effectiveness and relevancy
Created email collection and lead strategy, lead ranking (scoring) and digital campaign strategy
Created lead scoring strategy to separate TV viewer celebrity fans and warm business leads
Created plan for celebrity brand chef to have his own daily live food cooking show via webnar series with e mail collection and follow-up email campaign via platform of choice. Encore TV show releases would also create a “double dip” for rich media exposure which normally receives more unique page views
Client successfully improved visibility of his personal brand by over 100%. New awareness of brand increased restaurant foot traffic and revenues at restaurants that client consults for by over $2000 per week.
New chef consulting opportunities also developed from competitor restaurants. Professional business offers also developed from Food Network TV (All Star Competition opportunity). A professional position was offered to client as Executive Design Chef for international air travel at the LSG Sky Chefs company. LSG provides premium cuisine for First and Business class customers on all major airlines.
Client returned to Food Network’s TV “Chopped Show” for its “All Star” celebrity cooking competition.
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