- What is your competition doing in social channels? Analyze Sweet Baby Rays. LOOK UP ON COMPUTER (30 points; 15pts for table, 15pts for insights)
Channel(s) | Followers | Engagement %? As determined by Likes, comments, shares, retweets. | What type of content or topics are they posting/tweeting? | Content format…video, photos, events, articles? | Use of Influencers? |
864,285 followers | 45%
|
The Facebook account contains information about the product (tangy BBQ sauce) and its uses, such as pics of grilled meat. |
Mostly photos and events |
Yes | |
278 followers | 40%
|
Contains information about its products, especially sweet + tangy BBQ sauce. |
Mostly photos and links to more information |
No | |
63.3k followers | 70% | Information about the products and their uses (tangy BBQ sauce) |
Photos and videos
|
Yes | |
TikTok | 156 followers | 35% | Videos of people consumed food made using the product, such as grilled meat | Mostly videos | Yes |
What’s working/what’s not? What insights are you taking away from this step?
The company has a strong social media presence, which provides an effective marketing channel. I have realized the importance of taking advantage of multiple channels to increase the chances of reaching a wide audience. For example, while some buyers are likely to view information on Facebook, others are more likely to view Tweets. Besides, the marketer should make the photos and videos appealing and relevant.
- Internal Audit: Use the below info provided (no need to search on your own).
CHANNEL | Followers | Engagement? | Format of Content? |
No page / only a page in Germany | NA | NA | |
10,000 | Depending on Content:
· Images of grilled food as star get: 2.7% (good!) · Images without food get: 1%
|
Still images of food; great beauty shots
One video in last month of content
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|
6 | No tweets / retweets since March 2019 |
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|
Snapchat | Nothing / not using | N/A | |
Tik Tok | Not using | N/A | |
Nothing / not using | N/A |
List conclusion(s)/insights (5 points):
The company lacks adequate social media presence, which is an ineffective marketing strategy in the modern age when most buyers are on social media. The only site that the company uses is Instagram, which is not adequate to appeal to customers. The firm should include its presence in others social media platforms like Sweet Baby Rays, which is a strong competitor.
- Write a one to two paragraph persona using info in case (20 points)
The ideal customer is a male aged between 30 and 45 years, middle-income earner, who loves grilled meat and similar foods. He has a college education and works full time. The ideal customer is an impressionist, who is always interested in what friends think. As such, he invests in modern grilling equipment and grills. The person is always surrounded by friends and loves entertaining them and predominately in Central and Southern states in U.S. (rural setting). He is interested in new authentic sauces. Unfortunately, the person is not loyal to a single brand, he switches between barbeque sauces, sometimes buying Bull’s Eye.
- What are two social media objectives for Bull’s Eye? Why did you choose these? (10 points)
Objectives:
- To increase the company’s social media presence (by investing in multiple channels) by 50% in the next two months.
The objective is necessary to increase the number of potential buyers who view information about the company and its products.
- To increase the number of followers in all social media platforms by 50% in the next two months.
The goal is necessary to increase the number of audience and potential buyers.
- What is Bull’s Eye’s Brand Voice? List three descriptors and tell me why you chose them (10 points)
Descriptors:
- Big Bold Flavor: The descriptor describes the brand as people have always known it and differentiates it from other brands
- Improve your grilling experience: The descriptor appeals to the target audience by proving that the barbecue source will improve their grilling experience.
- Quality for affordable price: The descriptor promises customers quality products for a lower than competitors’ prices
- What is your channel strategy? (20 points)
Please include the channels you are prioritizing and the ones that you are crossing off/not focusing on. Tell me why for both; your rationale for prioritizing and for crossing off.
Priority | Channel | Why? Use rationale that is from previous steps |
1 | Potential for high following since the channel has millions of users | |
2 | The channel posts attractive images and videos
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3 | Potential for high following and regular posts
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4 | TikTok | Trendy social media channel where people have adequate following. Content can be posted in other social media channels, such as Facebook
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5 | Ability to post interesting pics and share in other sites, such as Facebook
|
- Tell me one social campaign idea for Bull’s Eye that would drive awareness and be engaging to your target persona. Which channel would you focus on to deliver it?
- Looking for fit you’re your strategy and looking for a marketing idea, hint…don’t say to post on IG frequently. (5 points)
I would post a couple grilling with some guests waiting for the meal. The campaign would focus on a middle-income family holding a barbecue party at their rural home. Facebook would attract a huge audience to view the campaign and receive the marketing message.