1. Client & the services/products they provide.
CakeSpy ~
a) Dessert Detective Agency
· Newfound and innovative baking recipes
· Baking experiments and activities
· Sweets-themed blogs
· Art & baked goods centered articles, pictures, stories, and human interest pieces
· Information/details about local events and bakeries
· List of related sites, sources, blogs, and stores/shops
b) On- and Offline Retail Store
· Baked goods infused retail products
o Clothing, paper products (e.g., bookmarks, cards, etc.), buttons, jewelry and other accessories, and gifts
· Artwork
o Prints and paintings made by the owner and other various local artists
· Published book
c) Art Gallery (at Physical Retail Shop Location)
· Free art showings
· Supports local artists
2. Areas of social media that are the best matches for the client & why.
· Direct E-mail
o Opt-in/sign-up list
o Upcoming news about special events/shows at the gallery
o Discounts, coupons, and sales days
o New product releases
· Social Networking – Twitter
o Short, frequent updates/news
o Access to important information about the business
o Easy to locate
o Decreases information overload
o Simple and popular
· Online Videos – Podcasts/Webisodes
o Short baking experiments, fun activities, the more obscure/complex recipes
o “How to’s…” specifics
§ Painting
§ Drawing
§ Baking
o Tutorials
§ Biggest baking mistakes, ways to frost, special ways to decorate for kids or around the holidays
· Photo Sharing – Flickr
o Art works
o Virtual tour of the shop/gallery
· Search Engines – Yelp & Other Local Directories
o Art
§ Gallery
§ Store
o Shopping/Gifts
§ Store
3. Formal WOMM plan including the 5 T’s. (Identifying each element not necessary.)
a) Talkers
· Artists
· Bakers
· Enthusiasts
· Bloggers
b) Topics
· Free daily showings
· Online baking/painting lessons
· Activities/experiments for kids
· Raffle
o Winner gets turned into a humanized cupcake painted at their favorite Seattle location.
o Winner gets a private baking/painting lesson with owner, Jessie O.
o Winner gets an apprenticeship for painting/baking.
o Winner gets a basket full of painting/baking supplies.
c) Tools
· Share with a friend button option
· E-mail sign-up list
· Follow on Twitter
· Groupon
· Listing in the Stranger (both on the website & in the magazine)
· Put up posters around Capitol Hill
d) Taking Part
· Talking back to the customers
o Responding to feedback (both negative & positive)
o Thanking talkers
o Sending/giving out small free gifts with purchase
§ E.g., free button with every purchase (both on- and offline)
e) Tracking
· Polling/suggestion box
· Number of visitors to the site
· Increase in comments
4. Which forms of mobile marketing, if any, could help your client & why? QR codes, phone apps, iPad (tablet) apps?
· Bring attention to the gallery, other events, and the retail store (especially since it’s newly opened)
o E.g., QR Code by the Space Needle when decoded opens up to a page with a painting of “Cuppie” the cupcake (CakeSpy’s signature cartoon cupcake) at the Space Needle along with general information and a link to the CakeSpy homepage
5. Does it make sense for your client to create an alliance with a partner for cause marketing? Why?
Yes.
· It has been shown in the numbers that a social cause behind profits makes a difference in consumer behavior/decision-making.
· Jessie O. has been blessed with multiple talents – writing, painting, baking – helping other uncover/advance such similar interests would create great WOM for all of her business endeavors.
· Seattle is a very progressive city so partnering with a nonprofit could spread the word that she has unique goods and services to offer and that she’s doing her part to help out
· I think it’d be especially advantageous to emphasize the arts and kids
6. What ethical standards are appropriate for your client?
· Disclosure
o Because Jessie O. is an avid blog supporter and user disclosure is of the utmost importance when using postings from others
· Honesty
o The internet makes it a lot easier to discover deceitful statements made by store owners and workers which means EVERYONE needs to speak the truth when it comes to business reputation
· Respect
- Give credit where credit is due or feel the wrath of the unhappy consumer!
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