...mariaproduce.com As the Latino immigrant population in the United States has grown so has the growth of the various markets that serves the needs of this ethnic group While there are many variations in foods eaten in most Latino countries there are commonalities among immigrants from the four main regions of Africa: north, south, east and west. Most Latino grocery markets are operating in a brick and mortar fashion with no online presence. Substantial number of these stores has no websites. The few who have websites do not offer customers an online purchasing opportunity. To the extent that Latino ethnic markets continue to show growth, business owners could explore innovative ways of meeting the needs of their customers. Online marketing presents a great opportunity for this purpose. In addition to groceries most of these stores provide a vast array of products including personal care products, CDs, and DVDs of artists from the continent and within United States. By developing an online merchant platform, Maria Latino Produce can reach customers across California and in other states in the country. There are tremendous benefits for Maria Latino Produce to have a...
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...A SOSTAC® and PRACE planning checklist for online marketing Table of contents Start here – how can this template be used? 1 SOSTAC® Digital Marketing Plan outline incorporating RACE 2 SITUATION 2 OBJECTIVES 2 STRATEGY 3 TACTICS 3 ACTIONS 4 CONTROL 4 Start here – how can this template be used? SOSTAC® and RACE are two of the main tools we’ve created to help marketers plan and manage their marketing. It’s no surprise that we've had several questions asking for more information about how they relate. To show how they’re related we’ve created this template that shows how each stage of the SOSTAC® planning process can be broken down into the key issues to consider when creating a plan to improve online marketing. It’s basically a dense checklist for annual review or when you start a new job or project aimed at helping you get up-to-speed quickly by showing the key issues to consider within each part of strategy definition. As with other parts of our digital strategy toolkit, we’ve created it as a simple, unbranded, unformatted Word document so that it can be more easily used in your company. Notes SOSTAC® was created by PR Smith as a framework for structuring marketing plans. You can read more about it and get Paul’s PDF on how to apply from Amazon at http://bit.ly/smartsostac. For simplicity in creating a strategy can limit to SOST since A is implementation details and KPIs and review process C can be covered under objectives Defining an activity as a “Strategy”...
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...WEB CAMPAIGN Objectives: * Drive targeted traffic to the Facebook page and increase “Likes” of Social Magazine by 300 in a 6 month period. * Increase followers on Twitter * Develop customer relations through social media platforms like Twitter and Facebook * Establish the company in local search * Increase the customer database by 20% each week. Through the Web Campaign we aim to use the company’s Facebook page as a dominant source of information since the company’s website is currently under construction. Through this campaign, our aim is to spread awareness of the magazine, attract new readers, and keep current readers from switching over to other magazines. This will be done in the following ways: 1. Content Teasers Without giving away the whole story, social media sites offer publishers a chance to give readers a glimpse of what’s in their current issues, with the hopes of either redirecting readers to a web version of their print publication, or to a magazine stand to purchase a hard copy. Either way, headline glimpses are a great way to hook readers who might otherwise have missed a story in which they have interest. 2. Content Enhancement Since Social magazine does not offer digital versions of their print publications, social media sites let magazine publishers take advantage of the benefits of digital publishing and the large audiences who have become faithful social media users. Photo galleries, video sidebars and the many other qualities...
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...Pepsi Refresh Project Emily M. Kamischke Elon University 1 Author Note Emily M. Kamischke, Masters of Interactive Media, Elon University Correspondence concerning this article should be addressed to Emily Kamischke, ekamischke@elon.edu CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation. CASE STUDY: THE PEPSI REFRESH PROJECT 3 Case Study: The Pepsi Refresh Project The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using dollars annually used for Super...
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...CASE STUDY: THE PEPSI REFRESH PROJECT 2 Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation. CASE STUDY: THE PEPSI REFRESH PROJECT 3 Case Study: The Pepsi Refresh Project The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using dollars annually used for Super Bowl advertising by PepsiCo and instead directed towards a grant-funding program to find solutions in betterment of communities (Pepsi, 2011a). The project utilized crowdsourcing for both submission and judging. The study will use The Knight...
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...Marketing Plan: Super Good Sugar Scrub Traci Buxton French Salem International University August 31, 2013 Abstract: The Super Good Chocolate Love Sugar Scrub marketing campaign will focus on the development and launch of a sugar-based body polish product within the skincare line of a startup organic and natural cosmetics company named Mandy’s Garden Home. The company is primarily an e-commerce company with local product distribution and plans for later regional and national B2B marketing and distribution. The target audience is primarily a socially and fashion conscious college-educated female aged 18-34 with a household income of approximately $60,000 per year. Marketing efforts will focus on educating the target market on the benefits of using organic beauty products, heightening brand awareness, generating product interest and stimulating sales. Primary communication channels will be through digital media with limited direct mail marketing and print media content distribution. Market campaign goals include 1) market revenue of $60,000 in the next 12 months; 2) development of 500 new customers and 200 repeat customers over the next 12 months and 3) distribution of the product by three regional natural products vendors over the next 12 months. SWOT Analysis Strengths: 1) The organic and natural skin care industry is growing rapidly and the Super Good brand is well positioned to take advantage of increased interest in holistic care and wellness products (PR Newswire...
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...Stodder , D . ( 2012 ) . Customer analytics in the age of social media : TDWI best practices report Cary : SAS Institute . (039032) T DW I R E S E A R C H T DW I BE S T P R AC T ICE S RE P O R T THIRD QUARTER 2012 CUSTOMER ANALYTICS IN THE AGE OF SOCIAL MEDIA By David Stodder CO-SPONSORED BY tdwi.org Third QUArTEr 2012 TDWI besT pracTIces reporT CuSToMEr A n A ly T IC S In T HE AGE of SoCI A l MEdI A By David Stodder Table of Contents Executive Summary Research Methodology and Demographics 3 4 5 Customer Analytics and the Social Media Frontier Stepping into the Age of Social Media . . . . . . . . . . . . . . . . . .6 The Importance of Customer Analytics . . . . . . . . . . . . . . . . . .7 Benefits and Barriers to Implementation 10 Business Benefits Sought from Customer Analytics . . . . . . . . . . 10 Barriers to Adoption of Customer Analytics . . . . . . . . . . . . . . 12 role of Analytics in Increasing Marketing roI . . . . . . . . . . . . . 13 Analytics Tools, Data Sources, and Techniques 17 BI, olAP, and data discovery for Customer Analytics . . . . . . . . . 18 In-Memory Computing for More rapid discovery Analysis . . . . . . . 20 Predictive Analytics, data Mining, and Advanced Statistics Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 filling the role of the data Scientist...
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...Integrated Marketing Campaign Integrated Marketing is used with in many companies to unify different marketing techniques such as one-to-one marketing, mass and direct marketing. This paper will investigate the company Coca-Cola and determine whether or not it has an integrated marketing campaign for the many products they sell. I will define and address what values an integrated marketing plan can add to a company. And finally will focus on explaining how a company which does not have an integrated marketing campaign may benefit from having this type of marketing plan as a part of their business plan. Coca-Cola was invented in 1886, in Atlanta, Georgia by pharmacist Dr. John S. Pemberton. Asa Griggs Candler later on bought the formula and brand in 1889. Coca-Cola currently serves on average 1.6 million servings each day in over 200 countries with more than 500 brands. Coca-Cola is a great example of a company which uses IMC for the products they have. This company uses the many methods of integrated marketing in order to communicate with its target market and many consumers. A couple tools they normally use are personal selling, events, advertising, publicity/public relations, direct marketing, sales promotions, and interactive/internet marketing. “The communication plan is adapted regarding the market, the society, the potential, the product positioning etc. Coca-Cola is will to be close to its consumers, to be a part of their daily life, to become a kind of ritual attached...
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...Annual India e-Marketing 2011 Benchmark Research on India Digital Marketing © Copyright Octane Marketing Pvt. Ltd. Octane Research, January 2011 0 Octane Marketing Pvt. Ltd. Report No: AIE2011 First Impression, 2011 Price USD 999 Address: The Research Group, Level 4, Rectangle 1, Commercial Complex, D-4, Saket, New Delhi - 110 017. INDIA Phone: +91 11 324 34 436 research@octane.in Copyright © Octane Marketing 2011 All rights reserved. This report has been prepared by Octane on the basis of information and opinions delivered by marketers which are believed to be reliable and accurate. Octane has tried its best to ensure the accuracy of the information; however no responsibility, expressed or implied, is being accepted or will be accepted by Octane for any consequences that may arise from errors or omissions in this publication. This publication is intended to provide only a general outline of the subjects covered and not a substitute for detailed research or the exercise of professional judgment. Professional advice should be sought before taking any action on any issue. The information contained herein is current as of January 31, 2011, unless otherwise specified. © Copyright Octane Marketing Pvt. Ltd. All rights reserved. Permission should be sought from Octane for the reproduction of the contents of this publication in whole or in parts. 1 Message from the CEO… Indian marketers are moving at a fast speed to tap the ‘new normal’ opportunity. Consumers...
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...Marketing Strategy Template Research Tempess Barnett, Jennifer Bautch, Laura Bentem, Shana Estabrooks, Kenisha Sulker HCS/490- Health Care Consumer Trends & Marketing April 18, 2016 Dan Crawley Marketing Strategy Template Research Introduction (Tempess) Marketing & Communication Strategy Templates SWOT analysis is a situational assessment that can be used for marketing strategies for a business. SWOT analysis is the breakdown of the Strengths, Weaknesses, Opportunities and Threats for the business; they are able to utilize this breakdown to their benefit for marketing purposes. Another marketing strategy is Differential Advantage. Differential Advantage is a marketing strategy where an organization focuses on and promotes the benefits or expertise of their organization that other organizations do not have and consumers seek (Berkowitz, 2011). Communication strategies must be used in marketing as well. Integrated Marketing Communications (IMC) is a communication strategy that helps shift marketing solely from advertising to multi-media advertisement and consumer promotion for a strategic implementation of their brand or organization while aligning communication and marketing goals (Holm, 2006). Another communication strategy is in Public Relations (PR). Public Relations are the beneficial relationship between an organization and the community it is in. PR can promote the business to the public while also doing analysis of public opinion...
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...this age of hyper-speed marketing, it's most likely time that you start adding "mini campaigns" to your year-long marketing plans. Think of these as quick hits that fill in the gaps between your major marketing efforts. The challenge and opportunity for businesses -- especially those that rely on a traditional marketing calendar based on holidays, seasons and sales cycles -- is that marketing communications can catch fire or sizzle quickly on social media channels. Of the 140 million tweets on Twitter that are posted every day, 92 percent of retweets happen in the first 60 minutes. Content also churns over on Facebook, where the site's more than 500 million users help businesses extend the reach of their campaigns by clicking the "Like" button. Conversely, the average email marketing campaign is said to have an average lifespan of 48 hours, with most emails being opened within the first 24 hours. That's a long shelf life compared to how quickly content and promotions shoot through social media. The key is to not think about marketing in terms of the tools and destinations available. "This is my Facebook campaign." "This is my Twitter campaign." "This is my email marketing campaign." "This is my YouTube campaign." Think more about the message and how to best distribute it across the media. For example, use Twitter as the hook where you spark conversation, and link back to Facebook, where you engage consumers in greater participation. Then use what you learn in your...
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...Public Relations Campaign Travis Hart Public Relations Week 5 Executive Summary Patton-Fuller Community Hospital is where we build mutual friendship, respect, integrity, and care for our stakeholders. Our ideology is to stay a continual growth in order to provide to those who are in need for healing and cure. At PFCH, we collaborate with pharmaceutical organizations to find the best remedy, and medical equipment companies to find the best solution to provide to our patients. Our priority is to ensure our patients are in good hands before, during, and after. It is not always about profitability. However, in order for an organization to survive, an organization must be profitable. We are driven by our philanthropical philosophy that we hope we will eventually reach other to every corner for our community. Analysis of PR Campaign and Marketing Communications Integration In order to achieve maximum efficiency in marketing, PR campaign integration is a must. PR campaign can influence consumers normally or sublimely towards our service and products. While journalists, pharmacies, and doctors can influence our targeted audience, it is in our best interest to persuade them to be on our side by building rapport. PR campaign of PFCH will strengthen our integrated marketing communications along with direct marketing, indirect marketing, e-commerce, and medical trade expos (Linton, 2014). Advertising includes mainstream...
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...Marketing Communications | Syndicate assignment Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation Case 2 Canon Eos Cameras: Photography beyond the still 2011 Silver | Consumer Electronics Case 3 Southwest Airlines: Grab your bag it’s on/ Bags fly free 2011 Gold | Transportation Case 4 Ocean Spray Cranberries: Straight from the Bog 2008 Gold | Renaissance 2011 Silver | Sustained Success Case 5 Sears: Don’t just go back. Arrive 2010 Gold | Retail¬ Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation GET: Echo/Tech friendly minded people WHO: Are environmentally and technologically aware and enjoy innovation. TO: Think Prius is the car they should buy versus the car they want to own. See Prius as an Icon of progress. Encourage consumers to put a Prius in the mainstream consideration set. BY: Outlining that hybrid motoring is good for the environment, endorsing the idea of being proud to own a Prius. LIKE THIS: By highlighting the “harmony between man, nature and machine”. Happiness, Optimism, Pride, Imagination SUCCESS: Desired 20% increase in sales of Prius. Increase hybrid vehicle market share. Engage social media metrics. $4.5m in earned media desired through Solar flower installations/social media. Market/Commercial insight The reported market decline in the Automotive Industry for passenger cars has declined by 37% in FY2011. Financial modelling of passenger...
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...Integrating Digital Marketing with Traditional Marketing Despite the vast changes in the marketing industry over the past twenty years and with online marketing being largely the dominating force, many basic marketing tactics still remain relevant today. One of them is traditional marketing. This method is very old school no doubt but very practical and very eminent. Before the era of internet, traditional marketing used to be the most effective with a very huge success rate. The methods of traditional marketing such as print advertisements like newsletters, billboards, flyers and newspaper or magazine print ads and also television spots or commercials, and radio advertising, are still incorporated and still very much present in this hi-tech era. There have been an ongoing battle over these years between marketers and advertisers about which type of marketing is more effective and useful given that digital marketing is all the rage and have somehow successfully dominated the marketing industry. Though many marketers agree on digital marketing and have proven huge success rate in their campaigns and advertisements, there are still few businesses that follows the traditional method marketing. Though this debate will still be prevalent for a long time as to which method of marketing offers greater value and benefit, the optimal choice would be to find a way how these two channels can work together and how marketers can leverage the best both channels have to offer. Basically,...
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...IBM Software Enterprise Marketing Management IBM’s State of Marketing Survey 2012 Marketers’ biggest challenges and opportunities reveal the rise of the empowered customer 2 IBM’s State of Marketing Survey 2012 Contents 2 Leading the customer experience 4 Removing silos and integrating across channels 6 Embracing an IT partnership 7 Conclusion 7 Survey Methodology 8 About IBM Enterprise Marketing Management Consumers are changing marketing. Today’s consumers are well-informed, social media-savvy, and likely have two or more mobile devices. They are more demanding—expecting current and perpetually shifting new channels, such as mobile and social, to deliver an exceptional customer experience. But it’s the dynamism of this change and conversation that is forcing marketers to re-think their craft. In an increasingly digital world, customers have a voice in their relationship with your brand, communicated through multiple channels, freely expressing their satisfaction or dissatisfaction with their experience. As a result, marketers must put the customer at the center of their business, or risk not just negative Twitter commentary, but ultimately lost customers. Marketing technology is enabling these profound changes in an organization’s relationship with customers, creating new challenges and new opportunities. Getting an in-depth look at how marketers from across the globe are responding to this empowered consumer provides important insights into the underlying characteristics...
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