Primary Target Market Summary

• Elato targets educated professionals aged 30-45 predominantly women, without kids, who earn over AUD$100k p.a., value high-quality food products and are willing to make no compromises on taste and health.

Audience Type

• B2C
• Professionals without kids

Needs – Primary Buying Considerations

• High-quality, tasty ice cream
• Health benefits from food products
• Satisfaction from contributing to a social cause

Demographics

• Age Range: 30-45
• Gender: Predominantly women
• Geography: Australia
• Income Level: Over AUD$100k p.a.
• Profession: Marketing, law, finance

Psychographics

• Lifestyle: Foodies who live to the max
• What they value: Taste, health, and social responsibility
• Pain Points: Finding high-quality, nutritious food products
• Buying Behavior: Use home delivery for food purchases

Refined Elevator Pitch

• Elato offers discerning foodies a guilt-free ice cream experience with award-winning flavours and health benefits. Every tub comes with the added joy of supporting a meal for someone in need.

Understanding Their Pain Points

• Guilt from indulging in ice cream due to health concerns
• Desire for tasteful delicacies without compromising on health requirements
• The love for brands that contribute to society

Transformation

• A satisfying dessert experience that’s free from guilt
• Feeling of participating in a noble cause with every purchase
• Appreciation for a brand that values taste, health, and social responsibility

Unique Selling Proposition (USP)

• Combining luxurious taste with health-conscious ingredients
• Each purchase feeds the underpriviledged
• No other ice cream brand offers such a comprehensive package

Brand Values & One-Liners

• 'Triple the joy with every scoop'
• 'Indulge in guilt-free luxury'
• 'A serving for you, a meal for someone in need'

Tone

• Elato embodies the spirit of luxurious indulgence, social responsibility, and zero compromise on quality. We make our consumers feel indulged, satisfied and internationally conscious.

Hero Text Idea

• Flag Text: 'Australia’s Premier Guilt-Free Ice Cream'
• Main Headline: 'Experience a guiltless dessert delight'
• Sub Headline: 'Enjoy award-winning flavours and health benefits without giving up your love for ice cream. Plus, give back to society with every tub you buy.'
• CTA: 'Indulge Now, Feel Good Forever'

Website

• Utilize Shopify's suite of marketing tools to capture leads and conversions.
• Track conversions such as Add to Cart, Purchases and newsletter signups with Google Analytics eCommerce tools.

Social Media

• Concentrat on Instagram and Facebook platforms with daily posts engaging the audience through behind the scenes content, health tips, and CSR activities.
• Collaborate with food bloggers and health-conscious influencers through IG sponsored posts and Reels.

Paid Advertising

• Utilize Facebook Ads targeting women aged between 30-45 having an interest in healthy foods, fitness lifestyle, and charity activities.
• Google Shopping Ads for promoting the product directly to people searching for healthy ice cream.

Content Recommendations

• Develop engaging content around the benefits of Elato's health-conscious ingredients.
• Promotional content based around various charity events the company participates in.

Podcasts

• Consider starting a podcast series devoted to healthy eating and philanthropy.
• Get interviewed on relevant podcasts like 'Food for Thought', 'The Health Code', and 'Inside Marketing'.

Directories

• List the business on product directories and food and beverage directories like Zomato, Hellofood Australia, and Australian Food Directory.

Publications

• Try to get mentioned or sponsored content in popular food and lifestyle magazines such as 'Bon Appétit', 'Women's Health Australia', and 'Clean Eating'.

Partnerships & Outreach

• Partner with organic food stores, fitness facilities, and CSR organizations.
• Affiliate marketing partnerships with health and fitness influencers on social media.

SEO and Content

• Develop blog posts around healthy ingredients of Elato ice creams, benefits, and charity initiatives the company is involved in.
• SEO optimization for the blogs using keywords like 'healthy ice cream', 'guilt-free ice cream', 'charitable food companies'.

Offline and Local Media

• Sponsor local health and fitness events.
• In-store promotions and discount deals with partnering supermarkets.
• Advertise in local newspapers and radio.

Online Events

• Conduct webinars around healthy eating habits, benefits of Elato's ice cream and company's charity initiatives.
• Participate in virtual fairs and expos related to food and lifestyle industry.

Online Networking

• Participate in discussions on food and health-related forums like 'Serious Eats' and 'The Fresh Loaf'.
• Join Facebook and Reddit groups focused on healthy eating, fitness lifestyle and social responsibility.

Cold Outreach

• Target email campaigns towards professionals in fields like marketing, law, finance who potentially fit the target demographic.
• Connect with potential affiliates on LinkedIn, especially fitness and lifestyle influencers.