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Submission 2: Task 3 – Anti Viability approaches unsuitable for Digital & Social Media Marketing

Anti-Viability Post

DSM Approaches	Implementations of approaches	Reasons why they are inappropriate
Pop up/under Advertisements	It can give a bad image/reputation on the brand as it can be seen as low budgeted and cheap. Unreliable way to measure the awareness of the brand – not a primary/search-engine search which could be difficult to gain attention of consumers.	Pop up adverts could be blocked therefore the audience might not even see the advert. Consumers may find it irritating and therefore be considered as spamming and unrelated. Pop under advertisement are not clearly visible to user until active window is closed so advert might not even be seen.
Affiliate marketing,Sponsored adverts – (PPC- Pay-Per-Click Advertising)	The brands image could be tainted due to inappropriate link up to the advertisement. It can be costly-may not bring 100% awareness to the brand however a fixed cost will still need to be paid. Risks include potential fraud from misleading marketing partners.	As ‘Figs and Sparrow’ is currently not a fully established company, it would be time consuming and cost effective to use this type of DSM approach. Difficult to measure/identify any immediate ROI (Return on Investment) due to high costs and low return of recognition.

Submission 2: Task 2 – Suitable Digital & Social Media Marketing

Viability Report: DSM Approaches

–         Social Networking: Twitter/Facebook/ Instagram

Advantages

• Broad exposure at low cost to all segments E.g. over 200 million twitter users (Telegraph 2013)
  
• Easy to broaden following though re-tweets and sharing – more people within each segment
• Creates an interlinked online presence – all platforms can be linked increasing exposure.

Disadvantages

• Work and university computers may block social networking sites
• “Likes”appear to friends – surprise party planners may not interact due to surprise being ruined.

–        Email Marketing

Advantages

• Cheap to produce. Distributed easily to a large group of people within all segments – 3.6 billion email accounts exist in the Uk 2013 (Radicati 2013)
  
• Personalized subject lines are 22.2% more likely to be opened (Adestra 2012)  – appeals more to professionals.
• Different approaches can be easily tested and tracked to determine the best approach for each segment.
• Emails through to smartphones – 25% of 18-44 year olds always have smartphone next to them (Fast Company 2013)

Disadvantages

• May not be read if perceived as junk
• Timing of email determines views – Monday emails have the highest revenue per email – (Experian 2013). Professionals and students may be preoccupied during these times.

–        Advert on Visit Manchester website

Advantages

• Party planners may not live in Manchester – would visit tourism websites to find/book activities
• Accessible to all segments

Disadvantages

• Young creative and local professional segments more likely to already live in Manchester – Less likely to use tourist site.

Priorities

1. Social networking. Online presence needed to boost awareness and gain customers. User demographics growing with aged 55-64 being the fastest growing demographic on Twitter in 2013 (Fast Company 2013). All demographics can be targeted any time of the day with 189 million Facebook users being “mobile only”. (Fast Company 2013)
2. Email Marketing. Can be used at all stages of consumer lifecycle and personalised to build relationship with customers. Latest statistics show 61% of emails are opened on smart phones (Amy Gesenhues 2013) showing the ease at which customers can be reached at any time of the day.

Issues & Risks

Social networking:

• Not in total control of content – customer comments could cause negative online presence
• Could be targeting people out of target audience – anyone can ‘follow’

Email Marketing:

• Perceived as junk

Issues and risks with discarding Visit Manchester Advert

• Disregards one of target audiences – Party planners, some of which may be arranging it a city i.e. Manchester, and use tourism sites.

Submission 2: Task 1 – Segmentation

PSO: Afternoon tea

Target market consists of:
– 18-35 hipsters; creative/artistic types that study or work within the media, art and web world.

– Professionals in local businesses aged 25 and over

– Parties/events

Approach 1:

Geographic segmentation: People who work in the City Centre of Manchester. Being within 3-mile radius of the City Centre.

Advantages:  

• This is effective for small businesses that are based in the City Centre as they may require team lunches of afternoon tea and could link us to companies that require it for events and parties
• Reaches all segments of our target group that would be based in the City Centre

Disadvantages:

• Broad category so it is less reliable
• Presumption that everyone likes Afternoon Tea and would use the service
• May be difficult to reach consumers to determine what they require

Approach 2.

Psychographic segmentation: Peoples eating habits in Manchester City Centre

Advantages:

• Provides insight on consumer purchasing behaviour
• Lifestyle behaviour that requires everybody to eat in order to live
• Determine what time people eat and create promotions during busiest times

Disadvantages:

• Dietary requirements would have to be considered such as: vegetarian, gluten-free, halal diets
• Everybody has different eating habits
• Unpredictable as people can change habits i.e. dieting and lifestyle choices

Approach 3.

Psychographic/Demographic segmentation: Foodies, hipsters, trend setters that are aged 18-35

Advantages:

• Socio-economic group that tends to eat out more than others
• Creating a profile for consumers so simpler to target when marketing the service
• Tend to be tech-savvy people who engage in the online community and recommend eateries via word of mouth, Twitter and Instagram thus promoting the service to others

Disadvantages:

• Socio-economic factors may change
• Negative or mediocre review by a popular member of the community could affect brand

Approach 4.

Occasional segmentation: Birthday, baby shower and hen do party planners who are looking for catered afternoon tea.

Advantages:

• Could influence further individual purchases and visits to F&S
• Offering a new service which helps to keep in competition with other cafes

Disadvantages:

• Time and cost constraints
• Will there be enough staff to carry out such orders?

Approach 5.

Behavioral Segmentation: Fig&Sparrow’s existing customers

Advantages:

• Already have knowledge of their customers’ needs
• Special promotions could be used through observation

Disadvantages:

• Limited as it won’t be able to reach other potential consumers
• It does not take into account the consumers life style and why they would purchase afternoon tea

 Priority of Approaches

Priority	Approach	Justification	Issues/Risks
1	Approach 3	The main focus is to attract the 18-35 trendy crowd with afternoon tea as it has risen immensely over time	Social factors and trends are constantly changing. In December,  interest in afternoon tea has fallen
2	Approach 1	Target the professionals within local businesses is also what we plan to achieve. Being only a small café in the heart of the Northern Quarter, it will be easier and cheaper to target this segment.	With only a 3 mile radius, we could be missing out on other potential customers within Manchester.
3	Approach 4	The occasional approach will help appeal to our segment of catering for parties/events.	Staffing and costs could be an issue as Fig & Sparrow are only a small business.
DISCARD	Approach 2	–	Missing out on the focus of the consumers’ lifestyle could make it harder to understand their needs and motives
DISCARD	Approach 5	–	With the knowledge they already have of their customers’ needs, it could be a missed opportunity to target them.

Why pick Fig & Sparrow?! | #DSMMCM1314

 

After showcasing our Consumer Decision Buying process for Fig & Sparrow, you may be wondering IF you fit into any of those categories and why choose to eat at Fig & Sparrow in the first place?!

Our answer would be to try out the locally sourced coffee shop  and make your own judgement for yourselves as you won’t be disappointed!

However, here are what a few articles to read on what people have said about the quirky coffee shop:

Manchester Wire
Manchesters Finest
Creative Tourist

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Consumer Decision Process | #DSMMCM1314

Who said work isn’t fun?

The Hoot Team are working  hard on our consumer decision process for Figs and Sparrow.  We like to create innovative and unique ideas to capture our audience, have a little gander at what we got up to in this weeks tutorial.

You know Christmas is coming when… | #DSMMCM1314

…The Manchester Christmas Market returns! It’s the 15th annual event and will be open from the 15th November.

Afternoon tea lovers will enjoy the festive food out on the 300+ stalls at the Albert Square! Whether you’re there to have your lunch or tea, you will come across many choices, from a variety of hot foods to sweet or savory snacks and desserts.

For all you food lovers, click on the link below to read the Manchester Evening News’ views of their favorite picks this year:

Manchester Christmas Markets 2013: Top food and drink

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