TASTE ... beyond print(And a little sneaky)

Chameleon qualities

Old skills + new mediums = happy readers

...as we move beyond making magazines or

newspapers, we will find different audiences

on different channels. But what they all have

in common is that they trust what we have to

say. What a privileged position to be in!

“

”

Health warning

So, what about TASTE?

Audience = online profile

Ideal content

Intimate dialogue

From neutral to 1st gear

• 1 ½ years from ‘0-100’• Everything is connected• “Go live” is only the start of the adventure

A big vision

To be a powerful food engine ... in true Woolworths style

Defining the objectives•Reinforce brand value•Strengthen relationships• Increase reach and frequency•Attract new readers / service current readers more

•Gain additional insights• Increase in-store revenue

. . . which led to big debates

Pay wall, or not?

The engine

ingredients

Chefs

Recipes

Seasonality

How to

Glossary

Enough talk ... what does it look like?

Some juicy bits:

Some juicy bits:

Some juicy bits:

Searching for recipes

Searching for recipes

Searching for recipes

Searching for recipes

Make the site work for YOU

Make the site work for YOU

Make the site work for YOU

The metrics : UU’s

The metrics : PI’s

Blogs

The metrics : engagements

•Users spend on average 6 minutes on the site – high

• Over 70% of visits are organic, or referred (WW)

•“Breakfast ideas” (for some strange reason) popular in Aug

•High poll interaction and user feedback

Channels that feed each other

Dip-stick tests on the web inform bigger business decisions

OR ?

The only real test…

… what are the users saying?

I am thrilled that Woolies are finally onboard

...with a recipe site. Unfortunately I can no longer afford to subscribe to your magazine

– it breaks my heart but there you go ...thank you it’s wonderful you are finally

willing to share your secrets with us.

LOVE the new website!  Am creating my online recipe book as I type this!  What a

treat

I would just like to congratulate you on a fabulous website.  I spend a lot of time

“surfing” and find your site the best by far.  No matter what I am looking for, the

information can be easily obtained without any annoying unwanted pop-ups. 

What an incredible creation. I cannot express to you how fabulous I think your site is. At first glance, I had thought it may turn out to be just another website that looks great but is revolting in terms of actual functionality.

But this site seems to keep all of the promises it makes to the eye. I LOVE the online recipe book and its interactivity. The entire site is just a well-oiled machine. What clever people you are! Keep up the good work- please!

The sneaky – “Appropriate-ness”

... With

more on

the way!

Lessons learned

• It’s you … or someone else• One-dimensional brands are over• Don’t miss out on opportunities to interact

•Custom publishers understand•Most importantly, it’s what the readers wanted.

A beautiful match

The right custom publisher can help marketers and brand managers do their

jobs better .

They are consumed with how best to relay a message, engage better, inspire more

and communicate effectively.

Print versus online

Questions, comments and arbitrary chit-chat?

Thank you.