Trouw Nutrition website road map

Transcription

1 Trouw Nutrition website road map Amsterdam, 4 November November 2015

2 Agenda Trouw Nutrition branding strategy brands vs portfolio Possible goals of journeys Examples of current journeys Possible approach and manageability 2

3 At the heart of the roadmap: Trouw Nutrition Starting point roadmap: branding strategy Trouw Nutrition - House of brands, endorsed by Trouw Nutrition - Broad portfolio in products, models and services - Portfolio approach is key Animal Health Specialties YAF Feed Additives Concepts Premix Mixed products Farm Minerals Concentrates Services New name 3

4 Our broad portfolio Animal Health Young Animal Feed Feed Additives Premixes Farm Minerals Concentrates Models Services 4

5 Making a difference Meet a sow farmer s needs and challenges High antibiotics use Relative high preweaning mortality (15%) A lot of tail enders Ambition to increase profits 5

6 Making a difference Trouw Nutrition offers an integrated approach by innovative products, models and services For more uniformity, better feed conversion ration and less fattening days The LifeStart feeding programme for a better and healthy preparation for growth for young piglets Boosts gut wall integrity and improves microbial balance in the intestine Improves the microbial quality of water, supports digestion and maintains a stable intestinal microbiota Nutritional and microbial analyses and evaluation of water quality 6

7 Goals in online journeys Defined 3 flows in online journeys: 1. Thought leadership; elaborate on specific topics, share research and knowledge (Lifestart sets life performance) 2. Customers needs; present themed information around customers needs (gut health, heat stress etc.) 3. Campaigns; promote specific product or service for a limited time 7

8 Tailor your message 8

9 Some current journeys - Keywords: colostrum piglets (biest biggen) - Via Google - Via OpCo website 9

10 Colostrum piglets via Google nd page - Belgian website - After competitors (Denkavit, ForFarmers ABZ Diervoeding, De Heus) 10

11 Colostrum piglets via Google - Breadcrumb on top shows where I am - Menu on the left gives me relevant additional information - Content is clear and to the point This is interesting, I want to know more and talk to someone! 11

12 Colostrum piglets via Google - Contact button/page is hard to find - Only clear at high top and down bottom - Only names available Abrupt ending of journey 12

13 Colostrum piglets via OpCo website - Entry via species, but no click through to or learn more about the value proposition from Trouw Nutrition for those species - No (links to) educational or themed content, but there are seemingly random subcategories 13

14 Colostrum piglets via OpCo website 14

15 Colostrum piglets via OpCo website - And now what? - No themed information available from homepage - Probably 5 step approach (mentioning of ideal start of life ) 15

16 Colostrum piglets via OpCo website 16

17 Conclusion of search Via Google - Scoring could improve (rank, competitors) - Belgian website prevealed - A lot of relevant content - Besides names, no other contact info or related product info Via OpCo website - Only species oriented, not issue/challenge oriented - On OpCo website no themed information - Contact information available - No related product info 17

18 Possible approach and manageability - Create content in different hierarchical layers - Define importance, order and relevance Possible hierarchical layers 1. Trouw Nutrition branding and (sub)species 2. Animal life cycle 3. Challenge area 4. Content 5. Trouw Nutrition portfolio 6. About us 18

19 Hierarchy Layer 1: Trouw Nutrition branding and specification of animals & industries field. (e.g. piglets.trouwnutrition.com ) Trouw Nutrition logo & branding swine PIGLETS Hierarchy Layer 2: Animal Life cycle/application areas. (max. 4) Birth Piglet health Performance Gut maturation Hierarchy Layer 3: Animal Life Cycle challenge areas. Colostrum management Hierarchy Layer 4: Room for content. This page can also be used as a campaign platform. Colostrum management [content] Hierarchy Layer 5: Trouw Nutrition Brand portfolio. Our solutions for colostrum management Milkiwean Farm-O-San Selko Hierarchy Layer 6: Footer. Includes other species portfolio access and About us information. Explore Trouw Nutrition Ruminants Swine Poultry Fish About us Mission & vision 19

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21 Way forward Define goal of your website(s) - Company website: focus on and information about solutions - Product website: more in-depth product brand information - Campaign website: promotion, direct communication Align in wording, look and feel and structure 21

22 Thank you