30 Mark Question

 

My goal is to launch a successful cross media marketing campaign that promote prices, as well as brand and celebrity endorsement. The campaign is aimed at 16–30-year-olds using a variety of social media channels from the likes of Facebook, Instagram, Snapchat, YouTube etc. From my own knowledge of campaigns, I know the campaign must start across channels 6 months in advance. The Unique Selling Point of my product is that the food is cheaper than other delivery companies even including delivery, which is vital around the entire country with rising energy bills and inflation at its worst in 70+ years. 

I will begin my campaign in February as I know food delivery is higher in months where weather worsens such as Winter so October would be the perfect launch. I chose to advertise online as the posts are more accessible and quicker to access by anyone. Firstly, I would create new accounts on multiple social media channels such as Facebook, Instagram, Snapchat, and Twitter to begin my cross-media marketing campaign. I will begin by following already developed brands and celebrities who may endorse my brand with the intention of being recognised by an established brand. I will create posts on my account, where web 2.0 allows interactivity from the consumers such as liking, commenting and sharing and it allows societies to come together to promote products among them. The ultimate aim of this is to be shared across those folksonomies by being shared and tagged in posts; I will use hashtags such as #GoEatNow and other associated words and phrases so that consumers can provide feedback with their thoughts and feelings. After every 2 weeks of campaigning, I will assess the progress of the marketing by viewing analytics, which is an example of social media aggregation using sites such as ‘mentionlytics’, which allows me to dive into engagements and view current trends so I can keep ahead of the competition. Once I have finished this, then stage one of the ‘social funnel’ has been completed.

 

I will ensure Nathan is actively reminding fans and supporters of our brand by using our products and service, which will show the quality and quantity to ensure people begin trusting our brand. I will also ensure ‘straight talk fashion’ show the health benefits of our food such as skinnier bodies, however we will ensure there is ethical inclusion from bigger people and how they look in the clothing so that everyone is confident that our brand is for everyone. We can also work with ‘straight talk fashion’ to create deals such as discounts or benefits on both sites such as 15% off using a code after purchasing some clothes. 

I need to consider ethical issues for both companies, therefore the target audience for both companies. Also, I must ensure my posts are regulated as companies like Ofcom and ASA have guidelines that must be followed. I need ensure there are no legal issues such as ensuring all materials I use are mine or have licenses to use, such as using other people UGC only if I have permission to or ensuring I use Model release forms for any photography. Also I must ensure there are no ethical issues for example ensuring African American users are represented fairly to the white counterpart such as in modelling. Once I have taken all of this into account, I will have completed stage 2 pf the Social media funnel.

I will also combine the campaign with TV and print adverts with segments to show about the brand rather than telling what the brand is. I will also ensure the advert is upbeat and encorporated comedy to target most of my audience such as 16-24-year-olds. I will ensure the billboards are placed in areas like shopping malls and busy motorways to ensure a huge audience get to view my brand everyday, which will increase engagement on my campaign. Also I will include few posters andb billboards where both working class and high class people pass through everyday such as buses, trains and tubes. 

 

Overall, I have shown key ways to meet brand objectives and include web 2.0 and use social media metrics to follow the social media sales funnel and how I will use other channels to combine the profits of the marketing campaign.