Assignment
Your Main Post Needs to Cover The Following. I suggest you copy these and paste them into your discussion post, using them as headings.
1. Business introduction. Briefly tell us about the business.
2. Rationale for selecting the business.
3. Marketing needs. What's missing from their marketing? (See below "areas to think about.").
4. SWOT analysis: 3 bullet points for each of the four areas. Use enough words so we understand what you are saying. For instance, if you just say "financial" under weaknesses, we don't know what that means, but if you say, "No profit for the last 5 years" we understand.
5. Target customers for your business and rationale. Be specific. Don't just say "adults" or Customers." Be very specific.
6. Marketing Objectives and rationale. (Objectives should be realistic, measurable, and time specific). Pick 3-5 Objectives. Be specific. What is the time frame to achieve each of the goals? How will you measure success?
Areas To Think About
Types of Marketing to Consider
• Traditional: Subscription Newspapers, TV, Cable, Radio, subscription Magazines.
• Free newspapers, free magazines, free trade publications, free home magazines, etc.
• Streaming: Hulu, specific channel subscriptions and forced advertising viewing.
• Forced advertisement viewing on gaming platforms.
• Marketing messages shown on TV and in stadiums during sporting events, on player jerseys, on racing cars, etc.
• Out-of-Home: Buses, billboards, wallboards, wraps, car wraps, banners, signs, posters, cinema, aerial, point-of-sale, street corner spinners, ferries, water taxi, tray liners at restaurants/fast food, rack cards at hotels and on ferries or at airports, or create your own publication.
• Website
• Emerging Media: Videos, Virtual Reality, Augmented Reality, Mixed Reality, Geo-Fencing, iBeacons, Mobile Targeting, Podcasts, Webinars, Live, RFID.
• Online: Video Pre-rolls, popups, AdWords, Blogs, Retargeting
• Direct: (In-home and online): Email, snail mail, telemarketing, "Biking Billboards"
• Social media: Paid Ads, pay to boost content posts, blogs, deals with influencers, etc.
• SWAG
• Mobile (Ads, text, geo-fencing, RFID)
• Experiential marketing (Demonstrations, Conference Presentations, Speaking Events, Awards)
• Word of Mouth (Leverage your best customers)
• Promotions: Giveaways, discount coupons or codes, in-store BOGO,
• Public Affairs (Op-Eds, Advocacy, Experts at Conferences), White Papers on Issues.
• Media Relations (Expert Interviews, profile stories, Research studies)
• Sponsorships, Events
Other areas to think about:
Strategic Messages:
Why does this business exist? What's the key message you want this business to convey to customers? Is the business doing that effectively?
Social/Digital Media:
What social media platforms does the business use now?
Which platforms should the business be using and why?
Is the content the business is posting on social media relevant and interesting, or simply self-promotion?
How can your business better leverage social media platforms it is currently using? Please be specific.
Website:
Does the business have a website?
Is it easy to navigate?
Is the content helpful or not?
What's missing from the website that should be there?
Channels of Distribution:
Online or store-front, or both?
If you sell a product, how and where should it distributed? How is it distributed now?
What is the type of relationship you want with your channel members?
What should your channel members expect from you, the manufacturer (marketer) of your product?
Will you use a sales force or sell directly to the end user?
If you are providing a service to your target market, what changes do you want to make in how the service is delivered and why?
Based on your reading about services and marketing, what other recommendations do you have to better position your service(s) to customers?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.