11 May IDENTIFY A COMPANY’S WEBSITE / APP THAT BEST REFLECTS YOUR WEBSITE CONCEPTUALIZATION.
Remembering the target market segments you identified in for your marketing plan:
1. (a) Identify which one of the four social networks described in the chapter would be most useful and (b) give your reasons.
a. The choice of one of the four social networks by a student to help market his/her new business involves matching (1) the special communications needs of the new business (local or national market, product or service, easy versus difficult to understand, existing media and websites already used, etc.) with (2) the unique strengths and weaknesses of each of the four social networks (monthly unique visitors to the network, audience demographics, importance of feedback, ability of network to communicate complex product or story, etc.).
b. As an example, let’s assume the student is writing a marketing plan for a fairly complex new technical product whose benefits are better understood by being seen in some way rather than being simply described in words. In that case, the student would choose YouTube to post a video that clearly demonstrates the benefits and use of the technical product.
2. Briefly describe (a) how you would use this social network to try to increase sales of your products and (b) why you expect target market customers to respond to it.
a. The student should start by identifying (1) the clear points of difference to communicate to target market prospects and (2) the complexities that have to be explained clearly, and then develop a really creative way to incorporate these factors into a short video.
b. In an ideal world, the student’s video might be both entertained and very informative. This was the case with the OK Go videos described in the chapter. Google, YouTube’s owner, offers a search engine so users interested in the video’s topic can find it. To get viewers back to the seller’s website, the video description should contain a hyperlink to permit follow-up and conversations with potential customers.
Helping with Common Student Problems
Students’ love of favorite social networks can easily distract them from making rational strategy choices. Selecting one of the social networks or digital tools might be done more rationally by developing a table. The most familiar are in the four columns. The special communications needs mentioned in the first paragraph above might be the rows in the table. The student can use this table to help make a reasoned choice.
Step 17: Sales Strategy
BUILDING YOUR eMARKETING PLAN
Step 17: Sales Strategy
Does your marketing plan involve a personal selling activity? If the answer is no, read no further and do not include a personal selling element in your plan. If the answer is yes:
1. Identify the likely prospects for your product or service.
2. Determine what information you should obtain about the prospect.
3. Describe how you would approach the prospect.
4. Outline the presentation you would make to the prospect for your product or service.
5. Develop a sales plan, focusing on the organizational structure you would use for your salesforce (geography, product, or customer).
Answer: For some businesses, personal selling activities are the single most important factor in success. For student marketing plans for which this is true, this Building Your Marketing Plan focuses on the first four stages in the personal selling process: prospecting, preapproach, approach, and presentation. A detailed description of these steps is appropriate for marketing plans where personal selling is a key to success. For other plans, this section is not pertinent.
Step 18: Digital Strategy
BUILDING YOUR eMARKETING PLAN
Step 18: Digital Strategy
Does your marketing plan involve a marketspace presence for your product or service? If the answer is no, read no further and do not include this element in your plan.
If the answer is yes, then attention must be given to developing a website / app in your marketing plan. A useful starting point is to:
1. Describe how each website / app element—context, content, community, customization, communication, connection, and commerce—will be used to create a customer experience.
2. Identify a company’s website / app that best reflects your website conceptualization.
Answer: If marketspace presence is important for the product or service in the student marketing plan, then an effective website / app is critical to success. Clearly, asking the student or team to design an appropriate website is far beyond the scope of a marketing plan for a marketing course. But asking students to do a “six-C analysis” of each element in their website and to identify an existing website / app that might serve as a model is appropriate for their marketing plans.
Balance is everything… We still live in a world dominated by traditional media… our marketing plan must reflect this while also taking into consideration all of the possible digital tools that can be included in a hybrid plan. The term hybrid will only be used for a few more years as the inclusion of / use of big data, website, app and social media will become / have already become the norm. As our lifestyle takes us away from traditional TV and the desktop computer and we become more mobile, alternative tools such as the tablets, smartphones, out of home (OOH), outdoor media and interactive displays will become essential marketing tools in the near future, that future being now.
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