Regal Rabbit Google AdWords Campaign [Group Senior Project, Purdue Calumet]

Regal RabbitGourmet Kitchen & Home

Located in

Chesterton, IN

Owner: Marybeth Coyne

Website: www.regalrabbit.net

• Founded in 2003

• Sales totaled $140,000 (2009) estimated $160,000 (2010)• Kitchen utensils: dinnerware, cutlery and cookware• Cooking classes

• Regal Rabbit is the retail portion

• The Corner Cookery offers cooking classes featuring local chefs

• Special promotions: seasonal discounts, end of the year sale and game of chance

Client ProfileRegal Rabbit Gourmet Kitchen &Home

Industry: moderately weak competition

Target market: 40-60 year old female homeowners; annual income $65,000; live in Porter County

Competitors in the industry:

Regal Rabbit store: Williams & Sonoma, le Gourmet Chef, Bed, Bath, and Beyond, and Macy’s

The Corner Cookery: U Cook, The International Culinary School, Kitchen Magician, Le Cordon Bleu Chicago, Kendall College, Chicago, Robert Morris, French Pastry School

Competitors outside the industry: cooking shows, cookbooks and restaurants

Competitive Advantage:

• Offers on-site cooking classes with local chefs

• Sells high-end kitchen utensils

Market Analysis

WOT Analysis

Threats• indirect competition: cooking shows, cookbooks, restaurants• Williams & Sonoma, Bed, Bath, and Beyond, and Macy’s• culinary classes and schools

Opportunities• user friendly website to increase sales• use Google AdWords to increase visibility of business• expand target location

Weaknesses• website is not user friendly• location hidden off of major roads• does not market to potential customers

Strengths• sells high-end kitchen utensils• offers cooking classes taught by local chefs• not many competitors within 10 miles

S

Campaignthe

Campaign dates:November 24th – December 5th

Advertising Budget:

•$100 budget

•Limit per day: $15.00

•Cost per click: $1.00

Strategy

StrategyTarget location:

Northwest Indiana and nearby Illinois

Ad Group:

Gourmet Cooking ClassesClasses with Professional Chefs;

Using Top-Quality Kitchen Utensilsregalrabbit.net

Gourmet UtensilsClasses with Professional ChefsUsing Top-Quality Kitchen Utensilswww.regalrabbit.net

Keywords•Vinturi• Zyliss• NWI cooking classes• Nora Fleming• couple cooking class• Nordicware mini scone pan• couples cooking lesson• vinturi wine airator• holiday baking• holiday cookies• cooking classes porter county• holiday deserts • bakeware• baking pans• cooking with chef•cookware gift certificates

Main

• Added 54 words; total of 61 words• Expanded target location

Advertising Budget:

•Limit per day: $50.00 •Cost per click: ranged from

$1.00 - $7.57

Mid-campaign Changes

• 31 clicks in 12 days• 27,627 impressions• Click through rate: .11%• Average time spent on website:

Pre: 19 seconds; Post: 42 seconds• Average cost per click: $3.06• Average website position: 2.6

Campaign Results

Keyword ResultsKeyword Final CPC Number of Clicks

bakeware $5.90 13

holiday cookies $7.19 3

baking pans $7.57 2

wine aerator $1.50 1

Vinturi $4.00 1

pan baking $2.50 1

Nordicware pan $2.44 1

Nora Flemming $1.00 1

porter county cooking classes $1.50 1

couples cooking class $1.00 1

Display Network* 6

* Includes all sites within Google Network; total spent = $7.81

Number of VisitsComparison of the

0

5

10

15

20

25

27-Nov 28-Nov 29-Nov 30-Nov 1-Dec 2-Dec 3-Dec 4-Dec 5-Dec

Number of Visits

Date

Number of Visits:2009 to 2010 Comparison

2009

2010

Geographic ResultsTown Number of Visits

Valparaiso 118

Chesterton 59

Portage 48

Hammond 17

Highland 15

Crown Point 13

Leroy 9

Schereville 9

Hobart 7

Merrillville 7

Indiana

12.94%

15.90%31.81%

18.59%

Geographic Results

Town Number of Visits

Chicago 103

Palatine 5

Evergreen Park 4

Elmwood Park 3

Illinois

63.98%

21.13%

• Continue with Google AdWords, using words such as bakeware pan, Vinturi wine aerator, baking classes, and holiday recipes • Revamp the website with links and multiple pages• Adjust campaigns with seasonal and holiday promotions• Utilize Google Analytics • Continue with direct marketing efforts but to potential customers as well

Reccomendations

Gourmet UtensilsClasses with Professional ChefsUsing Top-Quality Kitchen Utensilswww.regalrabbit.net

thank you