Question

Select ONE brand of your choice and answer the following:

Question 1: List THREE social media tools that the brand utilises to communicate with customers.             Briefly outline what platform they use and what content is provided to consumers? Why was    this choice suitable for the brand and its customer?

Question 2: Identify THREE public relations tools that the brand utilises to improve consumer’s awareness and attitudes toward the brand. Document under each tool what activity or content is provided, using an example from the brand for each.

Question 3: Examining the brand’s social media objectives, discuss the FIVE objectives and provide          an example for each. Discuss how the brand has addressed these objectives through their     online activities. Be specific, identifying where possible, what platforms have been used and why.   

Answer 1

Brand- Rado Swiss Watch

Since it’s a luxury brand, the communication tool should also be unique

Question 1: List THREE social media tools that the brand utilizes to communicate with customers.    Briefly outline what platform they use and what content is provided to consumers? Why was this choice suitable for the brand and its customer?

Ans

3 Social media tools

1) Facebook

2) Whatsap

3) Twitter

Facebook- Dedicated verified Facebook page can be used to communicate with potential, target and future customers. Also, Facebook user with travel to multiple countries can be targeted since international travel is still is a luxury, so frequent international travelers can be one of the potential customers. Also, there is the plus point that Rado swiss watch have multiple showrooms at the Airport Entrance. So, it is worth it and spending money on Facebook advertisement will work for sure.

Whatsap- In today’s time Whatsap is the primary mean of communication, if a customer being approached via Whatsap it gives a personalize approach to the brand value which is goodwill for the brand. In this case person who have come to Rado with different means and shared their contact number can be contacted via Whatsap messages and attractive marketing can happen due to this feature. Whatsap can be used to give service to new and existing customers

Twitter- In current time if a brand is not present on twitter it is not present at all. Twitter has billions of users, if Rado swiss watch brand can establish its quick and attractive presence there it can do wonders for the brand. For example, weekly contest can be organized on twitter for the brand promotion and communication. Attractive special only for twitter offer can be given there and many more.

Question 2: Identify THREE public relations tools that the brand utilizes to improve consumer’s awareness and attitudes toward the brand. Document under each tool what activity or content is provided, using an example from the brand for each.

Tiktok/Instagram (Social Media)

Tikotok (formally musically) is a very popular app specially with youngster with the age bracket of 19 to 40 years and this age bracket is the target age customer for the brand. Also, people of all ages are using tik tok these days, there is the trend of social influencers which have millions of followers on tik tok, they can be contacted to advertise and promote Rado swiss watch to their followers. We all know how powerful these social media influencers can be, if they advertise for the brand on their channel it will give a great boost in sight and it will result in sales. Also, this method of advertising is not too expensive if compared to conservative TV advertisements. Specific advertising content of 30 seconds to 1 minutes can be created for tiktok platform. It will be an instant hit and will result in millions of views. Tik tok have a very good feature which on seeing the advertisement a customer can make the purchase by clicking on buy button.

Instagram

Instagram also have close to billion followers, Instagram is famous flatform to push the luxury brands. Rado swiss watch is very good possibility to create a personalize connect with the target audience and brand promotion.

On Instagram also there are so many celebrities as social media influencers, they can be rope in for paid brand promotion which will give the luxury swiss watch a great reach and boos its sales.

Sponsorship/Partnership

It is very population way of public relation; it gives the brand a special feel in the mind of the target audience.

For example, since Rado is a luxury watch, it can sponsor a big tournament like foot ball tournament, tennis tournament etc. It gives a special brand value to rado. It will help to create a special impact on the society as a promoter of sports.

Another way is partnership, Community partnerships involves an exchange of funds or in-kind benefits to grow a local community organization in return for benefits that promote your business reputation. Partnerships can help consumers identify your brand with good business practice and good ethics. Good ethics creation will certainly help Rado to make inroads in the society.

Business/ Trade Events-

Events are opportunities for business people to gain exposure for their businesses, promote new products or services and make sure accurate information reaches targeted customers.

Events are a chance to counter customer doubts, build customer confidence and boosting sales. They can also help you research your market and competitors, and build your mailing list. Make sure you go to the event prepared with marketing materials to disseminate and a way to collect information and customer details. Trade shows are an opportunity for businesses to compete in their industry and share information with people in similar lines of work. Learn more about promoting your business at trade shows and exhibitions.

For example- Rado being a leading luxury watch manufacturer can organize a trade event for the luxury watches where it can pose himself as the leader of luxury watch segment this event can be named a Rado watch event, this will create amazing amount goodwill and brand building in the market. People will prefer Rado as their first choice while buying any luxury watch.

Question 3: Examining the brand’s social media objectives, discuss the FIVE objectives and provide an example for each. Discuss how the brand has addressed these objectives through their     online activities. Be specific, identifying where possible, what platforms have been used and why.   

Ans

Rado Swiss watch social objectives

1) Social Engagement

2) Creation of online brand community

3) Credibility to marketing

4) Stronger connection with customers

5) Re-inventing brand

a) Social Engagement

Social engagement is the key for any brand presence in the digital world. In the traditional way advertising via television is very less social engagement, here with the brand people can be engaged across the countries just by brand name and their association with the brand at any level. It creates a boundaryless social enjoyment for this Rado Luxury watch brand.

Social engagement is very much popular on tiktok, Facebook and Instagram where people can increasingly be associated with the brand, these sites do not create content on their own all the content being created by people there. So, if a person like the Rado swiss watch brand he will Definity going to create a content featuring Rado watch on its own, it will lead to increasingly social engagement. For example, some user has clicked a photo wearing Rado swiss watch on Instagram it will definitely will become talk of the town photo with expensive watch.

b) Creation of online brand community

It is very important to create an online brand community. On the digital world a brand is not just a brand it is a living person whom people can engage themselves like its pics, share its contact. It required a verified account and page of social media platform like Tiktok, Instagram, Twitter, Facebook, Youtub etc. It requires constant content creation and regular support to the social media feed. It is very much required to have dedicated social media marketing to manger the brand engagement, it will be helping the brand to reach the masses.

Once this online community is created, any new announcement will be viral and will reflect in the increased sales. For example Rado Swiss watch can launch social media only watch that can only be bought online via popular social media platforms like tiktok, Youutub, Instagram etc. once brand credibility via online community be established any new product launch will be sold off from the shelf within few minutes, that is power of online social media community.

c) Credibility to marketing

Potential and target customer need to engage with the brand then only they are comfortable in buying the product special luxury product like Rado Swiss watch.

Social media marketing can act as complimentary sales activity to television advertisement. If brand advertisement is shown prime time and also it is present popular social media platform it acts as bridge to channelize actual sales with very little cost.

For example Rado Swiss has launch a very new kind of watch in the market and it is regular shown ad on TV, a luxury brand user want to feel the brand so he will go brand Instagram page and download some of the best images to have a first hand feel of the new watch, It will certainly help to channelize the sales.

4) Stronger connection with customers

Traditionally communication with the brand to the customers happen rarely. But now a brand is a living being on the social media platforms like Facebook, twitter and Instagram. A brand needs to have dedicated social media for the better connections with customers. Now a day’s customers know what actually going on with the brand. They even can co create and innovate the brand as customer’s suggestion can be taken very quickly via comment on any content shared, it had made brand re-invention very easy for the marketers.

For example, Rado Swiss watch launched a new dial watch and it launched a demo photo on their Facebook page. Online brand community have mentioned there they are not liking the dial and somebody has shared the actual required dial and others also like the dial. Then Rado have come up with a new product with innovated dial as suggested by their fans online.

5) Re-inventing brand

Social media platform is a perfect place to reinvent the brand. It will be a very good exercise for the luxury brand like Rado swiss watch. Rado swiss watch advocates profession use for the luxury watch but people following the Rado brand makes it a very casual wear by posing photos with the expensive watch. It will be become talk of the town with this re-invention of the brand.

For example- Rado watch for men office collection being launched recently, some of the people just bought the new watches and started posting their photo with the watch while on vacation. It will be giving a feel that these watches can also be used on vacations, so it will be led to dual purpose use eventually increases the sale.