Channel Strategy to Build Users
Forklyft’s primary strategy is to gain users by recruiting and establishing a large base of food influencers. These influencers will be supplied with language and tools to post and promote the app, with the ability to monetize their posts through users that sign-on and engage. This strategy is new to the online grocery delivery space.
The user marketing effort will be supplemented by:
- Paid social
- In-store displays
- Press/media
We have identified the marketing channels to attract, engage and nurture new users (as shown in the image below).
After attracting users via social influencers (and supplemental efforts), Forklyft will continue to engage users through email marketing. Users will receive email prompts to rate recipes several days after capturing them. Furthermore, Forklyft will encourage users to opt-in to receive notifications of new food influencers in personalized categories (healthy, vegan, etc.) and/or to receive the weekly Recipe Roundup.
Users who check out the app, (or bloggers’ promotion of the app), but do not download it, will be nurtured via re-targeted social and online display ads.
Influencers and retailers will be solicited via a targeted outreach to the founders’ existing network, supplemented by a presence at food trade shows.
