Dreamfield’s Pasta is a marketer of 100-percent organic pasta products. The company is a great example of a CPG (consumer packaged goods) marketer who has successfully made the move to online marketing in response to consumer preference to buy through that channel. The company has moved away from a traditional print and broadcast advertising strategy to attract customers, to a multichannel digital marketing strategy that relies on email marketing and online social marketing to drive retail sales and create “brand fans.” Helping Dreamfields Pasta plan and execute it innovative strategy is ExactTarget Partner, Hyperdrive Interactive, Cincinnati, Ohio.
Dreamfield’s uses SEO, PPC and word-of-mouth to attract consumers to trydreamfields.com. Once on the site, consumers are invited to register for Dreamfield’s e-mail newsletter and receive a $1 coupon as a “thank you.” In less than two years, Dreamfield’s has built an opt-in database of 500,000 consumer e-mail subscribers. In addition, 15,000 healthcare professionals are Dreamfield’s “brand fans” and e-mail subscribers.
The company utilizes email to deliver offers, recipes and coupons to subscribers; invites them to visit the Dreamfield’s page on Facebook where they can become a Dreamfield’s fan and exchange recipes with other consumers.
For FY 2009, the company sold 8.3 million pounds of pasta, a 13-percent increase over FY 2008. In addition, Dreamfield’s has reduced its advertising budget by 95 percent since converting to its digital marketing strategy.
Learn more about how you can integrate digital marketing strategies into your marketing campaign by downloading the Interactive Marketing Integrations Guide.
Dreamfield’s uses SEO, PPC and word-of-mouth to attract consumers to trydreamfields.com. Once on the site, consumers are invited to register for Dreamfield’s e-mail newsletter and receive a $1 coupon as a “thank you.” In less than two years, Dreamfield’s has built an opt-in database of 500,000 consumer e-mail subscribers. In addition, 15,000 healthcare professionals are Dreamfield’s “brand fans” and e-mail subscribers. The company utilizes email to deliver offers, recipes and coupons to subscribers; invites them to visit the Dreamfield’s page on Facebook where they can become a Dreamfield’s fan and exchange recipes with other consumers.
For FY 2009, the company sold 8.3 million pounds of pasta, a 13-percent increase over FY 2008. In addition, Dreamfield’s has reduced its advertising budget by 95 percent since converting to its digital marketing strategy.
Learn more about how you can integrate digital marketing strategies into your marketing campaign by downloading the Interactive Marketing Integrations Guide.
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