Launch of a brand first for Gram

At the start of 2015 we were challenged to deliver a year long, multi-platform campaign for Gram, to help it maintain it’s presence within the sustainable foodservice arena, during a year when the ever-popular biennial Gram Green Paper isn’t published. Understanding that Gram is seen as an authority on sustainability and green best practice within foodservice, we launched The Go Green Debate targeting foodservice distributors, buyers and procurement professionals.

The Go Green Debate is a fully integrated campaign across digital, social media and print. Ahead of the launch in April we put in place a comprehensive advertising and marketing plan which included a media partnership with Foodservice Equipment Journal and The Caterer.

The first in the series of webinars took place on 28th April, with a panel of leading industry figures including, chef patron Cyrus Todiwala, CESA chair Simon Frost CFSP, managing director of RHP Limited and Research & Consultancy Fellow at Oxford Brookes, Dr Rebecca Hawkins, chaired by managing director of Gram UK, who discussed how to better achieve a sustainable mind set and the place of sustainability within the current foodservice training curriculum.

It was a lively discussion resulting in some interesting comments from the panel. Simon Frost believes that the way forward is by the Government getting behind educational initiatives and backing companies investing in efficiency, while Rebecca Hawkins feels that staff empowerment is the best way to instil sustainability practices. To find out more watch the full webinar here.

During the one-hour webinar Gram’s Twitter account achieved 27,400 impressions and The Go Green Debate’s dedicated microsite has seen a 106 per cent increase in viewers since the video went line on 28 April.

Our top five tips on how to run a successful webinar:

  • Choose the right day and time. Research shows that the highest viewer figures are at 3pm on a Tuesday or Thursday
  • Make sure you promote your event in good time – three or four weeks ahead of the event give is optimum lead up time
  • Send out an invitation the day before or the day of you webinar as this sees the highest rate of registrations
  • Personalise your email to improve click-through rates to registration
  • Analyse your registration to viewer conversion rate. 35% should be your benchmark

The Gram Go Green Debate will run throughout 2015 and we are having a ball brushing up our webinar skills and can’t wait to host The Go Green Summit in at The Charlotte Street Hotel in October.

Join the conversation by visiting www.thegogreendebate.co.uk to sign up for our next webinar on the 25th June or catch last month’s debate.

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