OUR CLIENT
Dankoff Coffee Specialist is one of the country’s premier beverage solution providers who have been in the industry for over a decade and specialise in the distribution of gourmet coffee, tea, syrup, beverage related equipments and products as well as training, techniques and solutions. The company has expanded over the 11 years since it was founded to now having an existing customer base of more than 2,500 businesses in Malaysia and a team of 40 individuals and 25 resellers located strategically across the country. Dankoff also has an institute dedicated to the coffee craft to its business portfolio called DCAcademy which is a platform to educate coffee enthusiasts and those who wish to learn more about the trade.
CHALLENGE
Dankoff is well known within the coffee and tea industry for the many services and solutions it provides as well as its active involvement during world barista championships which are held within the country but was still relatively not known to individual consumers. The issue faced by the company was that when it came to the selling of products and equipments, it established its sales mainly through its sales team. As the growth of e-commerce boomed around the region and the demand for excellent coffee increased, Dankoff realised that it could widen its target market to incorporate not just the hotel or F&B outlet operators but also individuals who are regular consumers of coffee, tea, syrups and other products which are carried by Dankoff. However it’s digital presence via social media platforms was on the weaker end and the company also lacked an e-commerce platform. And in order to harvest its potential sales on top of attracting and retaining customer loyalty, Dankoff needed to be active on both platforms. 
SOLUTION
Our consultants from Lava Media proposed a digital marketing strategy to Dankoff that involved several segments. These were divided into mainly:
- Creating Digital Presence
- Attracting Online Consumers
- Customer Retention
Creating An Engaging Digital Presence
Using the popular store builder software, Shopify, Lava Media created an e-commerce platform for Dankoff and uploaded their product catalogue onto the site. The site design that Dankoff required was one that was able to capture the attention of the target market which are millenials. So the website layout was designed to be visually attractive with a neat and clean look and easily navigated around. By creating a digital presence, Dankoff enabled the process for customers to get their coffee beans, teas, brewing machines etc. a whole lot easier.
Attracting Online Consumers
The first phase involved captivating the attention of online customers. This was executed by creating blog posts on Dankoff’s site on a weekly basis. These posts act as catalysts to increase the search engine results by including relevant meta-tags. This in turn would elevate Dankoff’s site as a possible site to visit on search engines. By creating compelling articles about the products which are both engaging and educating, Dankoff will also be building itself as an authority for the products it carries. The second phase will see the use of digital ad placements. By strategically placing ads regarding products carried by Dankoff on various websites, customers would be aware of Dankoff’s presence and the products that this beverage solution providers carry. These ads are carried out on popularly visited social media platforms such as Facebook, Instagram and YouTube. Customer Retention To continue retaining their customer’s loyalty, digital campaigns such as competitions, sharing and posting of Dankoff’s posts to obtain discounts etc would be conducted from time to time.
About Lava Media
Lava Media is a digital marketing agency that combines the magic of insights, technology and creativity with the aim of helping businesses of all sizes and backgrounds to engage better and more successfully with their customers.