Marketing for growth- Confectionery Brand Projec

Company= Sweet Bliss Confections

1. Marketing budget

£2,000 per month, this allows for £1000 to be spent on paid ads, £500 for content creation, £250 for email marketing tools and £250 for sampling.

2. Marketing and channels

- Using Instagram/ Tik Tok= visual ads and viral potential for the sweets. Allows customers to see the product before they buy it. A cheaper alternative to billboards, which will help to save money.

- Facebook ads -target gift buyers and dessert lovers for birthdays or Christmas coming up. Could promote deals for these occasions.

- Email marketing- could include 10% off the first order if they sign up for email. Promotes brand loyalty.

3. Organic or paid focus

70% organic, 30% paid.

Organic marketing will build trust with the customer, which is helpful for platforms like TikTok where the possibility of going viral off a good review is likely.

Paid ads would drive holidays such as Christmas/ birthdays.

4. Average gross profit and ROAS

-Average gross profit per order £20

-ROAS= 2.0

In future, we aim for a ROAS of 3.5

5. A/B Testing

We’ll test:

Which call actions promote the most sales, e.g. “order now” vs “treat yourself”

Emotional Vs Promotional tone

6. Ad optimisation

We can review ads weekly to adjust to what our customer responds the most to and to identify whether we need to alter our budget.

7. CAC

Estimated to be around £10 per new customer through social media ads and collaborating with influencers.

8. LTV

Estimated to be around £90 per customer if they repurchase or purchase around holidays such as Valentine's Day or Christmas.

9. Marketing tools

- Canva and cap cut for content creation

- Meta Ads Manager for paid campaigns

- Klaviyo for Email automation

- Google Analytics for performance tracking

10. Email list platform

Klaviyo (integrated with Shopify)

11. Email list growth

10% off when you sign up with your email

Every 10th order is free

Instagram bio link

12. Email content

Monthly newsletter of upcoming sweets, e.g. Christmas boxes that are “perfect for giving”

Limited edition launches

Exclusive offers

Behind the scenes of how the sweets are made

13. Organic content ideas

TikToks of behind-the-scenes of seasonal chocolate making.

Customer unboxing videos

Bag up videos of pick and mix bags that customers have ordered.

14. Integrating the product into organic content

Recipes using sweet bliss sweets, e.g. easter cornflake nests using our chocolate

Captions such as “tag someone who deserves a treat!”

Collaboration with local small businesses

15. Sample content piece

TikTok idea:

Script:

Text on screen- “What your favourite sweet says about you!” 🍫🍬

Song playing in the background- “Sugar, Sugar”- The Archies

Main content:

- Truffle lovers- classy, elegant, but have a lot to offer on the inside.

- Fizzy gummy bear fans- the life of the party 🎉

- Mint chocolate fans- the organised friend 💅🏻

- Fudge people- sweet, but we don’t cross them!

CTA:

Text overlay- “tag your sweet twin”

Caption- “Which one are you?”

This encourages engagement and brand recognition.

Sophie Charlton

--

2