Question

In-Class Activity 16-2: Using social media in the promotion blend

Learning Objective

This in-class activity supports the following learning objective from Essentials of Marketing 15e:

LO 16.1:   Explain how publicity fits into the promotion blend.

LO 16.2: Understand the differences between paid, earned, and owned media.

LO 16.7:   Explain what social media is and how it differs from traditional media.

LO 16.8:   Compare and contrast the major social media platforms.

Assignment

Below are read mini cases of specific businesses. For each of these businesses, answer the following questions:

1. Which social media platform would be most effective for this business? Explain why you believe this social media platform would be effective.
2. Provide two specific suggestions of how the company could utilize the social media platform.
3. For each suggestion, indicate whether it is an example of paid media, earned media, or owned media.

Mini cases

1. Charlie Ruthi is a marketing major at a local college. She has been hired by Rizzuto’s Pizzeria. Rizzuto’s is in a small college town and students are its primary target market. Rizzuto’s does not currently utilize any social media and Charlie has been brought in as a part-time employee to build up an appropriate social media presence.

2. Gray-Away Shampoo and Gray-Away Conditioner restore natural hair color (that is, removes the gray that typically comes with age) after 2-3 weeks of regular use. The primary target market is male and female baby boomers and senior citizens who are seeking a more youthful appearance by getting rid of their gray hair. Gray-Away works on any color hair and gradually turns the gray to the user’s natural hair color. Shawna Tagge, a marketing major, has been hired as a marketing intern. Her new boss has asked her to get Gray-Away a social media presence. No further guidance was given to Shawna.

Answer 1

a) Case number 1: Rizzuto’s Pizzeria

Target Market: College Students

Since the target customers are mostly millenials and Generation Z Charlie Ruthi should focus on the most used social media by them for promotion. Some examples are Instagram, Youtube, Facebook, Snapchat etc. Now Rizzuto’s Pizzeria has a lot of local existing customers and food and beverages are usually a lifestyle choice, so the best social media platform for their promotion would be Instagram. The reasons can be Instagram itself is Gen Z and Millenial focused, which is exactly the target market of Rizzuto’s Pizzeria. You can create an Instagram Business profile for free which comes with analytics and other insights. So no particular need to use any other analytical tool to check the numbers. Its design is perfect for small businesses. You can reach out to your customers through direct messages and replies. There is no need for a seperate app for it. The visual appeal of the platform is very high, so this is perfect for the restaurent whose target customers' idea of dining does not only depend on the food but also on the experience. If your profile can showcase the personality of the restaurant itself there is no better platform than Instagram to promote yourself. It offers sponsored and promoted posts which allows you to be visible to people who are not your followers, by adding hashtags to your posts will ensure more followers. Moreover it is cheaper than facebook and youtube promotion with higher conversion rate.

Case number 2: Gray-Away Shampoo and Gray-Away Conditioner

Target Market: male and female baby boomers and senior citizens

According to statistics Facebook is the most popular social media site for baby boomers. More than 65% of boomers use Facebook, Youtube following closely. First of all Gray-Away Shampoo and Gray-Away Conditioner wants to reach a large number of said customers as part of their promotion and currently Facebook can provide just that. The Facebook data itself shows that over 80 million people on facebook are beauty conscious. So its pretty sure that your promotion will reach your target. Its cheaper than Youtube ads.

b) Examples

Case number 1: Rizzuto’s Pizzeria

Target Market: College Students

1) Can create a sponsored promotion which has a sponsored label beneath the handle, which can direct the customer to your website or instagram page. The call to action button ensures more traffic thereby more conversion. Also use hashtags in posts to reach a wider audience. Paid promotions ensure showing your sponsored page to your target.

2) You can start competitions for customers to post your food or comment/like/share your posts. This can be rewarded by any offer prizes or discount on dining in the restaurent. This will help in reaching similar minded customers without any particular effort.

Case number 2: Gray-Away Shampoo and Gray-Away Conditioner

Target Market: male and female baby boomers and senior citizens

1) One of the promotional tehnique should ensure creating awareness about the product. This can be achieved by creating facebook ads. You can create an ad and run it across your specific target market. It can be showed across devices, not only smart phones. You can also select automatic placements and run your ads in places where you believe it will achieve its goals.

2) Testimonial Campaigns: Since the target customers are boomers testimonial campaigns will have more effect that any random video campaign. Testimonial includes any customer describing his or her experiencee with the product. If it is someone famous or trustworthy for the target, especially actors of the same generation, testimonial campaigns can be a huge success and can get a higher conversion rate.

c)

Case number 1: Rizzuto’s Pizzeria

Target Market: College Students

Suggestion 1: Sponsored promotions are always paid, you have to pay an amount of 2$ for 1000 impressions to Instagram. Hence it is a paid media.

Suggestion 2: Since it does not involves paying any amount to the platform it is earned media. Whatever benefits recieved by the customer cannot be charged under the media promotion budget.

Case number 2: Gray-Away Shampoo and Gray-Away Conditioner

Target Market: male and female baby boomers and senior citizens

Suggestion 1: You have to pay a certain amount to the platform for running the ad, so its paid media.

Suggestion 2: The expenditure of the ad is while creating the ad. If it is only visible to the ones who followes the Facebook page of the product it is earned media. Otherwise the company has to pay the platform for promotiong it to the target market. In this case it will become paid media.