S.C. JOHNSON & SON A Family Company RACHEL BOHN
S.C. JOHNSON & SON It’s a Family ThingS.C. Johnson and son is family oriented company that understandstogetherness, integrity, and the general importance of making trustedbrands that can be found in households all over the planet.Five generations of the Johnson family have lead to the creation of productsthat are environmentally friendly and that help to clean and work towards abetter home for families everywhere.
Goals for Marketing StrategyIncrease presence on the internet in order to make S.C. Johnsonand Son’s products consumers preferred brand .Create and integrate digital platforms in social media facets.Involve and interact with consumers in order to strengthenrelationships between S.C. Johnson and Son and buyers.Collect data in order to strengthen or maintain internet presence.Increase the sales of S.C. Johnson and Son’s products for allBrands.
Steps to Reach Desired GoalsDetermine who the targeted market is and create digitalcampaigns for them. Also expand to other demographics.Develop a strong Adwords campaign and measure/maintain thesuccess of itCreate consistent identity and tone for social media platforms
The Targeted MarketMainly, the targetedmarket for S.C. Johnsonare women (20-50 agerange).Continue this to target thisdemographic, but alsotarget other personas suchas college students andmen.
Google AdwordsCreating a presence on the internet is a must. This can be achieved bycreating a strong Adwords campaign and measuring what works and whatdoesnt. When the stronger words are found, maintain them. Consumerswho buy S.C. Johnson and sons products may search the web in order tofind more about specific brands, or specific products; maybe whether theyare green or nontoxic etc. For the campaign key words must be specific toS.C. Johnson and son and their brands and products. The list of Keywordsthat could be used for the campaign include: S.C. Johnson and son Shout S.C. Johnson Glade Pledge Raid Windex Off Ziploc S.C. Johnson, a family company Saran Scrubbing Bubbles
Measuring SuccessCollect data by Conversion Tracking, Quality score, Google Analytics, and other socialnetworking areas such as blogs and videos.Use conversion tracking to track and identify the keywords of the campaign.Use quality score to collect the relevance of each key word in the campaign as well asmeasure the significance of the site and what was searched. When the quality andquantity of the campaign is collected, whatever words were most prominent andsuccessful, investing in a lower cost per click would be our next plan of action.Google Analytics would then show us exactly how the consumers, or whoever searchesS.C. Johnson and Sons products, found the website and what they did once they gotthere.
S.C. Johnson and Son: a Social Media ConnoisseurThe most important and useful tool, is theproper use of social media.Setting up different social networkingprofiles/accounts for S.C. Johnson and Sonand their main Brands is crucial.Social media sites such as Wordpress,Facebook, Twitter, Instagram.. ect should beused to measure the interaction of consumerswith the company.Sites like youtube can be used to show DIYvideos using S.C. Johnson and Sonsproducts. (this can also be shown on S.C.Johnson and Son blog).
S.C. Johnson and Son:a Social Media Connoisseur Continued Blogs, Twitter and Facebook are key sites in which interaction with consumers is most important. Bloggers often share the great and the not so great about many different kinds of products on their blogs. Remember:every social media outlet is free (even a blog, unless stated otherwise through the hosts agreement).
TimeLine and Budget Revenue Digital MarketingIt is estimated that S.C.Johnson and son had a revenueof 7.5 billion in the year of 2011 Digital MarketingA timeline for this proposal is 10%hard to decide on, seeing asS.C. Johnson and son productsare used year round. In themonths around springcleaning, as well as heading toschool would probably be best Revenuewhen targeting women and 90%college students.