How WebsiteBiz helped Grove Square Launch a New Coffee Line — One Cup at a Time.
The Challenge
- To successfully launch their single-serve coffee product, Grove Square faced the formidable task of breaking through the clutter of hundreds of brands and varieties of gourmet K-cup products currently in the marketplace.
- The target audience for their product is a serious coffee drinker who is very particular about brands and taste, but is also getting tired of paying a high premium for the single-serve varieties.
- A major national retailer was considering bringing Grove Square Coffee into their stores as a proprietary brand, so immediate traffic and product movement in test stores were essential.
Coupon downloads accounted for over 1/4 of all in-store purchases
The Approach
- Create an online campaign that spoke to the benefits of the product—the convenience of single-serve for less cost to the consumer.
- Segment and deliver targeted messaging to people whose online behavior and preferences showed they were likely to purchase coffee online.
- Offer quantifiable incentive to encourage people to try a new brand.
The Tactics
- Developed a marketing campaign inviting everyday coffee drinkers to declare their “Coffee Lover’s Bill of Rights,” where every coffee lover in America is entitled to life, liberty and a great cup of coffee, at an affordable price.
- Utilized paid search, display advertising, and Organic Search to raise brand awareness and drive traffic to Grove Square’s site.
- Offered online coupons to use at test store locations or for discounts for online purchases.
- Media retargeting efforts identified and messaged users based on previous online behavior focused around coffee, specialty foods, grocery shopping and coupon downloads, and also geo-targeted zip codes surrounding test store locations, where printable coupons could be redeemed.
The Results
- Paid search and Display ads drove highly qualified visitors to site and accounted for 92% of all site traffic.
- Paid search campaign showed an overall 103% increase in CTR by the end of the campaign.
- Daily organic site traffic increased by more than four times within 6 weeks of campaign start.
- Sales results during the eight-week campaign far surpassed goals for the product launch.
