Digital marketplace will be crucial in introducing, for the first time, supermarket aisle Korean cuisine to American audiences.
Demographics Younger and more tech-savvy demographics are generally more willing to try new things. I am using Trader Joe’s Supermarkets to bring frozen Korean cuisine (“Food for the Seoul,” ) to a America. Trader Joe’s shoppers are urban, affluent and adventurous compared to average consumer. They are the perfect demographic when it comes to a digital campaign.
Strategy A digital marketing strategy has a number of aspects and platforms which include the social media, traditional web based media, and a strong mobile platform. The strategy revolves around targeting audiences based around social media. For example, there are numerous Facebook pages dedicated to a love of Korean food, and similar cuisines like Mongolian BBQ
Estimate budget for advertising is $5 million dollars as I calculate through Google AdWords.
Second option Phase two of a digital strategy would revolve creating a mobile app that would send out discounts and product updates. If the consumer texts back the answer four a week in a row, he or she gets a buy one, get one free coupon, or something similar. This is a fun way for consumers to keep up with our product line, and to maintain a strong relationship.
A website that stands from the crowd needs to be maintained. Trader Joe’s has a strong neighborhood presence, everything should be done to incorporate that ethos into the Seoul Food website.
Research also shows that Trader Joe’s shoppers tend to be more charitable. I believe a great way to prove that the Food for the Seoul brand cares about the average person is to establish a link to donate 5% of profits to organizations dedicated to North Korean refugees.
The website would incorporate a blog that highlights various Korean food recipes, with pictures aplenty, that don’t detract from the product line.