Question

A Kansas company has developed a scented candle targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product.

Answer 1

4E framework

1. Excite customers with offers

2. Educate them about the product/service

3. Help them Experience product/service

4. Opportunity to Engage

Discount offers should be given on the candles. Offers as Buy 1 Get 1 free. Tie up with different beer companies to cross sell these candles, and share pictures on social media. Tie up with restaurants and bar to promote these candles during candle light dinners and share pictures on social media. Provide discounts to share the pictures.

Provide different incentives as free travel, free meal to share the pictures on social media, and mainly focus on the candles. Educate people during the cross selling at bars, beer shops, restaurants about these candles and the scents.

Tie up with show piece gallery shops, where these scented candles will add on to the value of the show piece.

The above follows 4E framework, where discounts, offers exites the customer. Tie ups help us educate them about the product and make them experience the product as well. Also, sharing the pictures on social media engages them .