Final presentation: ADV420
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This document outlines a marketing campaign, including its history, objectives, target audience, methods for implementation on social media, importance of metrics, timeline and goals, budget, and plans for determining success.
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Final presentation: ADV420
- 2. HISTORY
- 3. OBJECTIVES
- 5. THE “HOW TO” OF THE CAMPAIGN
- 6. SOCIAL MEDIA
- 7. THE IMPORTANCE OF METRICS Wait, what?
- 8. TIMELINE FOR SOCIAL MEDIA/GOALS
- 9. BUDGET
Editor's Notes
- Hello everyone! My name is Aleah Leggett, and today I will be presenting my social media campaign for Sam’s Club.
- Sam’s Club was established in 1983, and was named after the founder Sam Walton. He wanted to be able to have other small business owners have the same access to products, without getting charged full retail prices. Since then, thousands of stores across the country are maintaining their low prices for bulk products. http://corporate.samsclub.com/about-us/history
- The main objective of this campaign is to increase the market share and brand awareness for Sam’s Club. While Sam’s Club name is known, it’s seen as a cheap alternative to Costco. For the past couple of years, there have been articles on how Sam’s Club is on the decline, and many articles have commented on this so-called decline. A quote from earlier this year on Sam’s Club, “Middle-class Americans are keeping a check on how and where they spend, as the economy's not at one of its brightest junctures. Sam's Club's sales suffer as it focuses on comparatively lower-income groups whose spending patterns are directly proportional to the improvement of the economy.” So this campaign will give Sam’s Club a more psotive persona, and not just a store where eople go to for cheap stuff. Quote source: http://www.fool.com/investing/general/2015/01/25/sams-clubs-sorry-story-and-why-wal-mart-cannot-giv.aspx Market source picture: http://www.globalnpsolutions.com/tag/market-share/ Economic Crisis photo source: https://12milebr.wordpress.com/2011/05/ Awareness picture source: http://featuremainstreet.com/media-/2015/6/26/increasing-brand-awareness
- My primary target audience is men and women between the ages of 30 — 45 years old, and my secondary target audience is men and women between the ages of 20 — 29 years. The reasoning for these audience is due to income. Older audiences typically have more stable income, and more disposable income. Young adults are more likely to be in college, and not have a stable source of income. We want to change the typical Sam’s Club customer from being someone who only shops there for cheap stuff, to a person who wants better quality products than the competition. Laughing people picture source: http://macedoniaonline.eu/content/view/26174/55/ Pose picture source: http://deadline.com/2014/09/men-women-and-children-trailer-jason-reitman-835968/
- The tool that will be used to help promote brand awareness is social media. Sam’s Club has a variety of social networks that will be able to cover our target audience, and using the various metrics of each site will help monitor the success of the campaign. Social Media picture source: http://www.business2community.com/social-media/3-reasons-why-social-media-is-one-of-the-most-important-marketing-tools-01312316
- While Sam’s Club has more than just the three social media networks that are pictured above, this campaign will focus on these three networks. Out of the social networks that Sam’s Club has, these are the most informal. This campaign focuses on engagement and brand awareness, and these sites are the best for kick-starting that. Facebook logo source: http://www.firertc.com/blog/firertc-is-now-on-facebook Twitter logo source: https://play.google.com/store/apps/details?id=com.twitter.android Pinterest logo source: https://play.google.com/store/apps/details?id=com.pinterest
- Social media metrics are crucial in measuring the success of an online campaign. They measure impact, engage consumers, and (most important) they measure how much reach the campaign has. That give you an idea of how big of an audience that you’re working with. Engagement is important as well because with social media metrics you can measure how many likes your page gets, what type of posts are most liked, and how many times people share or comment on a certain post. Picture source: http://blog.digitalinsights.in/4-social-media-metrics-that-matter/05111087.html
- The timeframe of this campaign is one year. The main goal by the end of the timeline is to achieve higher brand awareness and higher engagement. Twitter and Facebook likes should increase by 20%, and “pinning” from the Sam’s Club Pinterest board to go up by 15%. Higher sales is not one of the main goals because that will come with increased engagement and awareness (better awareness = better sales). Clock picture source: http://fmobserver.com/the-fm-observer-asks-what-time-is-it/
- The total budget for social media will be $500,000 per year. $250,000 will go to Facebook, $125,000 will go to Twitter, and the remaining $125,000 will go to Pinterest. Money picture source: http://www.wdyl.com/#money
- Success will be shown in the key performance indicators that I will be using for this campaign. If engagement on social media is increasing, then an increase in web traffic of Sam’s Club website should follow. If there are more likes or follows on each network, people are having a higher brand awareness of Sam’s Club, and are excited to shop the bulk savings. Road to success picture source: http://www.jongordon.com/positive-tip-es.html