SMM Stands for social media marketing. It means marketing through the internet that
involves sharing content and involves creating on social media networks in order to gets your marketing and branding goals. It is a powerful way for business success.
SMM Stands for social media marketing. It means marketing through the internet that
involves sharing content and involves creating on social media networks in order to gets your marketing and branding goals. It is a powerful way for business success.
As part Digital Marketing Module with lecturer Roisin Vize, we were given the opportunity to develop a a comprehensive digital marketing plan for a company and product of our own inception.
Company: HoloTech an intuitive company that produces smart solutions using holographic technology.
Product: HoloWatch, a creatively designed smartwatch that allows you to project your smartphone interface onto a surface such as your forearm to be used similar to how a smartphone, without functionality loss as with a typical smartwatch currently on market.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
History and evolution of digital marketingmaanikamili
Are you verified "History and Evolution of DIGITAL MARKETING". Here i will give history of DIGITAL MARKETING to see and put your comments.
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Digital Marketing Specialization Capstone project final submission.
This Capstone project is about developing a channel strategy to increase the sales of Bosch power tools on Grainger.com by 10% using display advertising and emails. The outcome of this project is a channel plan with test and control plan for each of the scenarios described in the problem statement.
Digital Marketing Strategy Project: Aloha Community LibraryChris Robisch
A complete digital marketing strategy presentation for a young nonprofit community library. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads/inbound traffic for fundraising and capital campaigns.
As part Digital Marketing Module with lecturer Roisin Vize, we were given the opportunity to develop a a comprehensive digital marketing plan for a company and product of our own inception.
Company: HoloTech an intuitive company that produces smart solutions using holographic technology.
Product: HoloWatch, a creatively designed smartwatch that allows you to project your smartphone interface onto a surface such as your forearm to be used similar to how a smartphone, without functionality loss as with a typical smartwatch currently on market.
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
History and evolution of digital marketingmaanikamili
Are you verified "History and Evolution of DIGITAL MARKETING". Here i will give history of DIGITAL MARKETING to see and put your comments.
For more information visit our site: https://goo.gl/KXf1Ne
Digital Marketing Specialization Capstone project final submission.
This Capstone project is about developing a channel strategy to increase the sales of Bosch power tools on Grainger.com by 10% using display advertising and emails. The outcome of this project is a channel plan with test and control plan for each of the scenarios described in the problem statement.
Digital Marketing Strategy Project: Aloha Community LibraryChris Robisch
A complete digital marketing strategy presentation for a young nonprofit community library. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads/inbound traffic for fundraising and capital campaigns.
Social Media Marketing Strategy for VisitPortugalMarta Kocoń
This is a summary of ways of publishing content on a VisitPortugal Facebook page. This report concerns issue like travel industry market analysis among Polish-Portuguese relationship.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
The world’s most international brewer
No 1 in Europe and No 2 in the world by revenue
Operations in over 70 countries globally
Brewing great beers, building great brands
Committed to surprising and exciting
consumers everywhere
Long and proud history and heritage
This report provides an analysis regarding the identification and evaluation of the strategies that H&M might adopt for increasing its investments and growth by utilizing BCG model and for prioritizing the investments by exploiting GE McKinsey, Ashridge model and the analysis from the strategic review. Moreover, for the growth of the company, among the available frameworks, the one of Blue Ocean Strategy was implemented because a free space of innovation was identified. Furthermore, H&M’s internationalization opportunities were found by assessing the attractiveness of the market through PESTEL analysis, CAGE framework and competitive characteristics. Finally, the report provides a detailed analysis for areas of internal improvements, what the company should plan for developing them and how is going to supervise the process.
The chapter introduces the research topic, where the topic is " A study on the impact of social media marketing on brand preferences". The chosen case study of this research is Holiday
Inn. This is grouped into a several sections. In the second section, the research background is outlined, following the research problem/rational in the third section. In the fourth section, the research aims and objectives are defined, including the research questions in section five. Finally, the significance of the research is discussed in the sixth section.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
1 Outline for Completing the Marketing Plan Assignment .docxfelicidaddinwoodie
1
Outline for Completing the Marketing Plan Assignment
MKT501– Strategic Marketing
Use this format to plan your research and complete the SLP assignments. Your final paper in
module 4 SLP should follow this outline. Note that the letters “a, b, c…” and the numbers “i, ii,
iii, iv…” in the outline below are used to show the major issues you need to include in your
paper and you should not use these letters and numbers to organize your paper.
Cover Page (1 page)
a. Marketing plan title
b. Course title and number
c. Your name and date
d. Name of Instructor
e. Executive Summary (2 pages maximum)
f. Summary of what plan is designed to achieve
g. Summary of key elements of internal environment and external environment
analysis (only points that are relevant to understanding the action plan, only the
point, not the analysis)
h. Summary of prescribed goals and strategic approach to achieving them.
i. Summary of key actions that are outlined.
Table of Contents (as many pages as needed)
I. Product Statement (2 pages maximum)
j. Describe the company/organization
k. Provide brief background of the organization
l. Describe charge you have for this marketing plan
m. Provide a brief overview of what issue you are studying, and how a marketing
perspective can help address the issue.
II. Situation Analysis (3‐6 pages)
NOTE: only include sections which are relevant to your charge. The relevance of
each section of analysis should be clear to the reader.
a. External Environment Analysis
i. Context Analysis
Industry forces that might impact success of any actions taken
ii. Competitor Analysis
Any organization or message which may prevent any actions
taken from being successful
iii. Technological and Economical situation Analysis
iv. Political, legal and cultural Analysis
2
b. Customer Environment Analysis
i. Customer Analysis
ii. Collaborator Analysis
c. Internal Environment Analysis
i. Company Analysis
III. SWOT Analysis (3‐6 pages)
a. Strengths and Weaknesses(Internal)
i. Strengths
ii. Weaknesses
b. Opportunities and Threats (External)
i. Opportunities
ii. Threats
c. SWOT Table
IV. Issues Analysis (2 pages maximum)
a. Given your complete marketing analysis, what are the key issues which the
company/organization must understand in order to address the charge that is
being considered?
i. NOTE: This section concisely identifies the most important issues and
decisions that the organization is likely to face when trying to promote
the product in your charge
Bullet points (or numbered statements) are acceptable.
V. Goals and Objectives (2 pages maximum)
a. The goals and objectives should be stated clearly and concisely
i. (Think S.M.A.R.T.).
b. Do not “Discuss” the goals/objectives. Just present them.
i. Each goal/objective should be easily understood given your ...
NRG Consulting Agency Relaunching Frulite Boost- 3- Year Marketing Plan CCHBC svk127101
NRG Consulting Agency develops a 3- Year strategic marketing plan for the relaunching and repositioning of Frulite Boost- an energy drink produced by CCHBC
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
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As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
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- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
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Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
3. 3
1. EXECUTIVE SUMMARY
This document outlines a comprehensive six-month digital marketing strategy for the
new Irish lager Stellar Toi.
It is planned around the SOSTAC®
model (Smith, 2011) and will seek to position Stellar
Toi as a socially-responsible brand that not only provides its consumers with great-
tasting lager at affordable prices, but one which actively supports and encourages
“community”-focused activities such as music, sports and charity events.
The strategy includes a full situation analysis that has identified a growing lager market
in Ireland; clear and measurable objectives; an overall strategy aimed primarily at
creating initial brand awareness; specific tactics for each channel that target the
strategic aims; and clear action and control plans that will identify the human resources
tasked with implementing and monitoring the strategy and the tools they will use.
2. SITUATION ANALYSIS
Around 60% of alcohol sold in Ireland is purchased in the off-trade (supermarkets,
convenience stores, etc) and is linked to lower pricing (RCPI, 2013). A slight recent
decrease in overall beer consumption is mainly linked to the economic downturn,
although Bord Bia states that smart strategies targeting consumers according to age,
gender, price and location demographics are still key (Hargan, 2010). Heineken Ireland
has actually grown its lager market share recently (Business Post, 2013), with lager
nationwide accounting for 65% of total beer sales, with the stout/ale market dropping to
30% (DII, 2013). In general terms, the economic forecast for 2014 is positive (DoF,
2013).
Specifically, it is expected that a campaign beginning in April that also takes in the
Football World Cup should be ideally placed to build substantial brand awareness,
result in good initial sales figures, and capture a reasonable portion of market share.
Pubs in particular should be keen to participate in the brand’s marketing activities, given
that football and lager have a longstanding association and that alcohol promotions will
be particularly attractive to the core football fan demographic.
4. 4
2.1. SWOT & PESTLE Analysis
A full SWOT analysis is shown on page 5, with the technological and legal issues facing
the campaign (Kotabe and Helson, 2011) discussed below.
2.1.1. Technological Issues
The digital landscape, and especially social media, is prone to changes and updates.
Apps are a mushrooming business and wading through them to take advantage of one
or two is time-consuming and costly. As the mobile market is ever expanding and
suggestions have been made that it has actually overtaken the “desktop internet”, one
cannot brush aside such an important market.
2.1.2. Legal Issues
Facebook does not allow alcohol advertisements, meaning that extra care and
innovative ways to bypass this have to be created.
5. 5
Figure 1: SWOT Analysis
Strengths
Opportunities
Weaknesses
Threats
Expert knowledge of social media and
advertising campaigns
Dedicated team as per Belbin’s (2012)
ideal team model
Strong knowledge of the nightlife
landscape
Lack of in-house development skills
means that apps development has to
be outsourced, thereby reducing
control
An affordable prime lager at a time
that the stout/ale market is
contracting and the lager market is
growing
Numerous weekly events and the
World Cup creates opportunities for
marketing promotions
Off-trade sales are growing
Dedicated team
Comprehensive budget
Sports clubs are feeling the downturn
and are open to sponsorships
Main customer targets are people
who are familiar with social media
and still of an outgoing nature
Many strong, long-established
competitors, e.g, Heineken & Coors
Unlike competitors, not having a
brewery in situ precludes visitor tour
and merchandise revenue
(Guinness 2012)
The recession and therefore
consumers’ continuing reduced
spending power is a key variable
Despite optimistic economic
forecasts, global instability means
that a reverse situation is not
unthinkable
External Environment
Internal Environment
6. 6
3. OBJECTIVES
This section will define this campaign’s objectives using the RACE planning framework (Chaffey, 2013a), while also
ensuring that they are inherently “SMART” (MacLeod, 2012). The table below is adapted from Chaffey (2013b).
OBJECTIVE TYPE
(CHANNEL*)
OBJECTIVE SUBSTANTIATION STRATEGIES KPIs
Reach, Act &
Engage (Facebook)
50,000 ‘Likes’ by 30
September 2014.
Facebook’s popularity allows
the campaign to reach a large
audience (EightyTwenty,
2013).
The target appears realistic
considering rival brands’
statistics (Heineken, 2013;
Carlsberg, 2013).
Regular content
updates, competitions
and offers of
sponsorship.
Page ‘Likes’ should
serve to “reach”
additional people.
See Control section.
Reach, Act &
Engage (Facebook)
Average of 500 ‘talking
about this’ per week
from 1 May 2014.
As above. As above. As above.
Reach, Act &
Engage (Twitter)
100 tweets per week
from Stellar Toi followers
Twitter’s popularity allows the
campaign to reach a large
Regular content
updates, competitions
As above.
7. 7
mentioning the brand
from 1 June 2014.
audience (EightyTwenty,
2013).
and offers of
sponsorship.
Tweets about the
brand should serve to
“reach” additional
people.
Act & Convert
(Twitter)
50 click-throughs weekly
to the main Stellar Toi
website.
As above. Engaging content (see
above) is used as a
tool to drive people to
the main website
where important
objectives can be
achieved, e.g., e-
newsletter sign-ups.
As above.
Reach & Engage
(YouTube)
Joint Youtube/TV advert
launched on 1 April
2014; target of 100,000
views by 30 September
2014.
YouTube is the second most
popular search engine (Elliott,
2013); allows people to easily
share Stellar Toi content,
thereby promoting the brand
to reach a larger audience.
Viewing, liking, and
sharing of videos will
serve to reach a larger
audience.
As above.
8. 8
Reach & Engage
(YouTube)
Second advert launched
on 10 June 2014; target
of 250,000 views by 30
September 2014.
As above. As above. As above.
Convert & Engage
(Website)
Five online sales
monthly from June 2014
onwards.
Apart from generating
revenue, the gathered order
and personal information can
generate future sales leads
and potentially be used in
direct marketing campaigns.
Discounts for online
bulk orders will
hopefully result in
positive peer referrals,
thereby driving further
sales.
SEO and CPM will
drive traffic.
As above.
Reach (Website) 50,000 unique Stellar
Toi website visitors by
30 September 2014
The website is the channel
where important objectives
can be achieved, e.g., e-
newsletter sign-ups.
SEO and CPM to drive
traffic.
All keywords will be
“community-focused”.
As above.
Reach, Convert &
Engage (Website)
25,000 app downloads
by 30 September 2014.
Downloads allow the capture
of personal information that
can subsequently be used in
Users enticed to
download by offering
them information and
As above.
9. 9
direct marketing campaigns,
e.g., personalised emails.
promotions, etc (See
Tactics).
Reach, Convert &
Engage (Email)
Target numbers for e-
newsletter subscribers:
Medium-term: 3,000
by 20 September
2014
Long-term: an
extensive email
database
E-newsletter sign-ups will
allow the capture of personal
information that can be used
in direct marketing
campaigns, e.g.,
personalised emails.
Users enticed to sign
up by offering them
information and
promotions, etc (See
Tactics).
Positive peer referrals
should serve to “reach”
additional people and
encourage additional
sign-ups.
As above.
10. 10
4. STRATEGY
4.1. Introduction
An essential component of any digital marketing plan is a carefully-crafted strategy that
defines in clear terms exactly how a company aims to meet its desired objectives
(Thompson and Strickland, 1997). While the generic term “strategy” has attracted
numerous definitions by leading theorists (Chandler, 1963; Mintzberg, 2007; Hill and
Jones, 2010) it is perhaps best thought of as a series of steps that ultimately lead to
business success.
Perhaps the most useful interpretation, however, comes from Michael Porter who
asserted: “Competitive strategy is about being different. It means deliberately choosing
a different set of activities to deliver a unique mix of value (Porter, 1996, p. 73)”. This
value, of course, being the value that consumers see a product delivering for them, and
as Kotler and Armstrong (2012) highlight, it is increasingly a company’s digital
marketing strategy that drives the marketing communication processes that promotes a
product’s value to consumers.
4.2. Stellar Toi Strategy
Absolutely fundamental to this strategy is the attempt to position Stellar Toi as a brand
that values “community” – not only in the online sphere, but in the sense that it will seek
to actually promote, sponsor and support community initiatives on the ground. Much
like Molson Coors’ (no date) “Community Cheer” initiative, music events, exhibitions,
charities and sports clubs will be targeted as potential marketing outlets for the brand,
with the digital marketing strategy designed to support these initiatives.
To run alongside the underlying “community” ethos, marketing activities will openly
stress that while the company sells an alcoholic product it is nevertheless acutely aware
of its social responsibilities. Therefore, messages promoting the responsible
consumption of alcohol will feature prominently is in the company’s online content and
conduct.
11. 11
The strategy will be specifically crafted to appeal to the 18-45 year-old demographic,
since these individuals are the primary users of the internet channels and platforms
utilised in this campaign (EightyTwenty, 2013), as well as representing a high proportion
of the economy’s main spenders (Rodgers, 2013). The brand will be positioned as a
high-quality yet reasonably-priced product, meaning that prices will not be above
average. From a generic psychographic perspective, this campaign will be aimed at
individuals that understand the value of community, see themselves as socially-
responsible adults, generally like to have fun in the company of others, and who
appreciate good-quality lager at affordable prices – meaning that marketing activities
are likely best aimed at society’s strivers, exeriencers and makers (Antonides and van
Raaij, 1998; StrategicBusinessInsights, 2012). Finally, since past behaviour is widely
accepted as the most accurate predictor of future conduct, this campaign will aim to
utilise behavioural segmentation as informed through the analysis of potential
customers’ online activity (Chaffey, 2009; Armstrong and Kotler, 2013).
This strategy will primarily focus on using social media platforms to promote the brand
and engage with customers and/or potential community partners. Due to the nature of
the product and the aforementioned targeting tactics, Facebook, the Stellar Toi website,
Twitter and YouTube will be utilised as the main sites of engagement, with SEO and
CPM display advertising used as ancillary tools that help to drive traffic to these
platforms. Apart from the use of social media platforms, other key elements of the
strategy are a focus on email marketing and a mobile app.
Finally, this campaign will be planned around the six-month timescale between 1 April to
30 September 2014, for the reason that the brand is specifically looking to take
advantage of being able to promote itself around the time of the Football World Cup
taking place between 12 June and 13 July. Beer and football have a longstanding
association, and by starting the campaign just prior to the event and subsequently
extending it up to and beyond the beginning of the 2014-15 Premier League season in
England in August, it is hoped that the brand can gain top-of-mind awareness amongst
football supporters.
12. 12
5. TACTICS
This section summarises each channel’s key tactics. For clarification, Pinterest,
Instragram and Google+ will not be utilised due to their relatively low popularity in
Ireland (EightyTwenty, 2013). Despite Google+ apparently having a 15% share of the
market, competitors such as Carlsberg and Heineken do not seem to use the platform,
and even brands that do, such as the Irish Times, have only a couple of thousand
“Followers” (Irish Times, 2013a) versus tens of thousands on Facebook and Twitter
(Irish Times, 2013b; Irish Times, 2013b). Similarly, LinkedIn’s business-focused
platform was not deemed appropriate for a lager brand.
5.1. Smartphone app
Objective: 25,000 downloads
Creating an app modelled on Carlsberg’s “Event Finder” (Feldschloesschen, 2011)
that allows users to find local Stellar Toi-sponsored events, and gives them access
to maps showing venues serving the lager and access to exclusive competitions.
Facilitates a World Cup-“themed” (Johnson, 2011) interaction with the brand,
whereby fans can share pictures of themselves enjoying the football with a Stella Toi
across social media platforms.
5.2. Website
Objective: 50,000 unique visitors
Focus on SEO and ideally a top three organic SERP position and high CTR (Siu,
2012).
Backlinks that positively influence SERP rankings will be encouraged by creating
engaging content and building relationships with community partners (Eridon, 2012;
Ball, 2013), and by posting on other blogs and websites.
CPM display network campaign for its ability to create essential brand awareness
(El-Shinnawy, 2013).
13. 13
For SEO, and particularly the display campaign, Keyword Planner and Übersuggest
(Tomlinson, 2013) will be used to identify long tail keywords (Appendix A) that suit
the campaign’s “community”-focused objectives while generating an acceptable
CTR.
Unlike third-party platforms such as Facebook, Stellar Toi has total control over its
website’s design and functionality – making it the preferred channel for “engaging”
(Chaffey, 2013a) and building long-term customer relationships. To incentivise
website visits, it will be the only channel where community groups/sports clubs can
avail of 30% discounts on bulk Stellar Toi purchases.
5.3. Twitter
Objectives: 100 weekly tweets and 50 click-throughs
Regularly posting engaging and promotion-focused content that directs people to the
main website, thereby encouraging shares and hopefully increasing follower
numbers as highlighted by research (GlobalWebIndex (2013).
Similar to Corona Light’s “Most Liked” campaign (Pereira & O’Dell, 2011) or Miller’s
“TimeintheD” contest (Moss, 2013), regular competitions revolving around sharing
photos/ideas/suggestions that could then be used on Stellar Toi promotional
materials.
5.4. Facebook
Objectives: 50,000 ‘likes’ and 500 people weekly ‘talking about this’
Regular status updates to keep people interacting with the page – crucial when
trying to increase the ‘talking about this’ metric (Kriel, 2012).
Posts will be short, since research suggests that “posts with 80 characters or less
receive 23% higher interaction than longer posts” (Buddy Media, 2012, p. 16).
14. 14
“Calls to action” such as requests for “likes” and “shares” will be used frequently,
since these potentially elicit up to “48% higher than average” interaction rates (ibid,
p. 26).
These calls to action will include competitions, such as for World Cup-themed Stellar
Toi T-Shirts, with the aim being brand awareness and additional likes.
Other tactics for above-average interaction rates (Buddy Media, 2012) will see
posting restricted to 1-2 times daily; the use of “questions” such as Sol’s (2013) 27
November 2013 post asking people to pick between either music or films; and the
inclusion of photos in posts – a clear feature of Carlsberg’s (2013) page.
5.5. Email
Objectives: Medium term: 3,000 subscribers; Long-term: extensive email database
Mailchimp (2013) will be used to conduct direct marketing campaigns, in light of
email’s many benefits such as cost-effectiveness, relatively high open- and click-
through rates versus PPC and CPM advertising, measurability, and email’s high ROI
versus other direct marketing channels (Newsweaver, 2012).
Email is excellent for building crucial brand awareness (Newsweaver, 2012).
Subject lines will be personalised, which according to research can result in 22.2%
higher-than-average opening rates (Nelson, 2012), as well as improved click-though
rates in some studies (Sutton, 2012; MarketingCharts, 2013).
Subject line keyword research will be taken into account to optimise open- and click-
through rates (Nanji, 2013) with “Free Delivery”, “New”, “Voucher” and “Sale”
seeming particularly applicable for encouraging online sales of Stellar Toi.
15. 15
5.6. YouTube
Objectives: First advert: 100,000 views; Second advert: 250,000 views
Both adverts will feature one or more “big” names – a time-tested tactic, especially
when directed by a well-known director – with Coors Light’s recent “Closest to Cold”
campaign featuring Jean Claude Van Damme being one example (Charles, 2012).
Both adverts will feature call-to-action overlays at the end of the video in order to
drive traffic to the main website (Georgieva, 2009).
SEO tactics will focus particularly on fully utilising the “description”, adding
appropriate “tags”, and embedding the videos on the main website to increase the
videos’ rankings (Smith, 2013).
5.7. Affiliates
Objectives: 50,000 unique website vistors; five online sales monthly; 25,000 app
downloads; all e-newsletter subscribers targets
Click-through logos will be added to partner sports club websites, in exchange for
sponsorship and a discount of 30% on Stellar Toi orders for campaign’s duration.
Brand awareness will be built by sponsoring activities in VEC colleges in exchange
for backlinks on their websites.
Partnership deals with some of the best “gigging” venues and charities offering:
30% discounts during the campaign
Stellar Toi logo on their sites with backlinks and click-throughs to the main
website
Sponsorship of television programmes in exchange for product placements
16. 16
6. ACTION PLAN
The Action Plan should adhere to the RACE framework wherever applicable, and aims for cross-platform and mobile
compatibility (Android, iOS, Blackberry, Windows, OS X, etc.). While this strategy focuses on the digital marketing
channels, in order to maximise success, traditional off-line advertising (i.e., billboards, radio, television, print, press
releases) are indispensable – especially during the early brand awareness-building stages.
The largest percentage of the marketing budget has been allocated to the creation of the YouTube/TV adverts, since
celebrity names and well-known directors will be expensive. Also, SEM activities will be relatively costly; apps
development will require third-party expertise that has to be paid for; and successful affiliates will need to be rewarded.
CHANNEL PERCENTAGE
OF BUDGET
EMPLOYEE FREQUENCY ACTIONS HOW
Affiliates 5% Campaign
Manager
Weekly
Prospecting
Monthly
CRM
Prospecting
new affiliates
CRM with existing
affiliates
Meetings
Searches for
prospects
Requests
Exploit opportunities
Apps 10% Web Designer
Third-party
developers
Weekly Develop App
Engagement/Converse
& Listen
Update/Change on a
Analysis
19. 19
7. CONTROL
Control work will begin in week two as time has to be given to various tasks before one can begin interpreting the data.
CHANNEL EMPLOYEE FREQUENCY METRICS TOOLS
Affiliates Campaign manager Weekly Website CTR Google Analytics
Apps Web Designer Weekly Website CTR
Engagement/Conversion
Total downloads
Google Mobile App
Analytics
Ad4Perf or Flurry
Email Web Designer
Assistant Team
Leader
Twice Weekly CTR
Subscriber Numbers
Website visits
Mailchimp
Facebook Web Designer Twice Weekly CTR to site landing page
Monthly Engagement
(Shares, Likes, Comments,
‘talking about this’)
App downloads
Facebook Insights
Website Campaign Manager
Web Designer
Weekly Website CTR
New, unique, returning
visitors
Google Analytics
Adsense
Alexa (backlinks)
20. 20
Age demographics
Engagement (subscriptions,
newsletters, competitions,
prizes)
Bounce Rate
Site visits
SEO
Backlinks
Traffic sources
Twitter Web Designer Twice Weekly Engagement (favourites, re-
tweets, tweets)
CTR to website
Twitonomy
YouTube Team Leader Weekly Views
Likes
Shares
Comments
Website CTR
Age Demographics
YouTube Analytics
SEO Web Designer Weekly CTR Google Analytics
22. 22
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