Fleuron Gastronome

Fleuron Gastronome is an artisanal patisserie that also runs their own catering company. Their brand has a specific niche that was looking to attract connoisseur clientele that appreciate their particular fusion of French and Lebanese flavors.

Fleuron was looking to expand their clientele, and as a growing business with a limited budget they decided the best approach was a digital strategy, with a focus on social media. Their goals were to educate people about their expertise in culinary arts, and center their attention on targeting high-end patrons.

The Digital Strategy

The challenge

Fleuron is an artisanal patisserie that also runs their own catering company. Their brand has a specific niche that was looking to attract connoisseur clientele that appreciate their particular fusion of French and Lebanese flavors.

Fleuron was looking to expand their clientele, and as a growing business with a limited budget they decided the best approach was a digital strategy, with a focus on social media. Their goals were to educate people about their expertise in culinary arts, and center their attention on targeting high-end patrons.

Our Approach

In oder to demonstrate their expertise in the culinary field, a large part of the digital strategy included incorporating brand content to share their knowledge with their audience. Therefore articles were written that explained the heritage of their recipes, the manner in which they pick their ingredients, and tips for hosting parties at your home that included elements like recommendations for wine pairings.

This content was then moved to a website that we redesigned in order to work together with the luxury of their brand. Through adding larger photo elements with a simple but elegant layout we were able to allow their website to contribute to the persona they desired as a brand.

The Facebook Page also incorporated brand content material, but targeted the necessity to activate their audience, and create a community out of their clientele. When working with a niche marketer activating user participation is essential. The audience shares a stronger commonalities than in the case of many other brands which allows their customers to get more out of their interactions.

The final part of the digital strategy created for Fleuron incorporated an email campaign to keep their current clientele informed and engaged with their company. In order for customers to keep up with new additions to their bakeries and catering menus, a regular email system was set up to inform their customers about the changes they may be interested in.

Results

The digital strategy utilized by Proximity Agency was able to activate a community of food connoisseurs on their Facebook page, while also reaching out to new clients through their website, and increasing the number of return customers through the email campaign.

The brand content that was implemented was also very well received, with much of the audience finding the tips useful, while also increasing Fleuron’s perceived level of expertise amongst their audience.

The Website

Proximity Agency defined the website positioning, functional tools and the Look & Feel.

Project scope:

  • Creation of the concept
  • Website design
  • Website implementation using Drupal
  • Website maintenance
"Les Toques de Fleuron" - Quiz

The quiz concept have been conceptualized, designed and managed by our sister agency Social AIM.

Proximity Agency project scope for "Les Toques de Fleuron" Quiz was:

  • Technical study
  • Technical implementation and optimization
  • Hosting & Management