Expanding upon the integrated marketing plan already in place for Sethness Roquette, we introduced a cycle of monthly campaigns focusing on “Featured Content of the Month” for either Caramel Color product-specific or food/beverage application-specific content. The information used for these mini-campaigns was obtained from interviews we conducted with Sethness Roquette sales reps, R&D/lab personnel, and sales management to ensure accuracy and relevancy, and then executed through published content, targeted (landing) webpages, email blasts, SEO, PR/editorial in trade media, and production of animated videos. The results of each mini-campaign are monitored with analytics, and then reports are reviewed with Sethness management, in order to measure success and assess our content management steps for the next 30-60 days.

Since the inception of our mini-campaigns, they have seen a consistent increase month over month in terms of web traffic volume and time on site, color sample requests, R&D support requests and inquiry contacts that correlates to the previous month’s product or application content push. We love seeing these types of results – especially during these unique times we’ve experienced these past few years!