Carlos just opened his own hot dog and pastry stand in downtown St. Louis. He be
ID: 395081 • Letter: C
Question
Carlos just opened his own hot dog and pastry stand in downtown St. Louis. He believes social media could be used to build awareness of his stand and to build a customer base. Carlos believes having the unique combination of hot dogs and pastries provides him with a combination meal (hot dog, pastry, and drink) that counters what a fast-food restaurant would offer. Develop a social media marketing campaign for Carlos that includes the following elements:
A. Objectives (or reasons) for the social media marketing campaign
B. Social networking sites he should utilize
C. Social media strategies
D. Metrics he can use to measure success of the social media campaign
In developing the campaign, be sure to provide a rationale to Carlos for your suggestions.
Explanation / Answer
A. The following should be the objectives for the social media marketing campaing -
1) Awareness : It is very much essential to make people aware about the opening of the stand. Not only the traget group who will be potentially come at stand but also other groups who are closed to target groups who might inform them about it. Brand page can be created adding the location, the owner can himself posts about it creating awareness among his added friends that may also create online word of mouth to friends of freinds etc.
2) Rapid Reach and promotion - Online word of mouth is new trend nowadays. Preferrable than street pamphlets, social media like whats app forwards, facebook pages, twitter tweets and follows will make the visibility rapid and it would reach to masses in short span of time.
3) Promotion - Unpaid promotion may alos take place through family or freinds thorugh forwardings, sharing, liing and commenting etc.
4) Suggestions/feedbacks - Additionally suggestions can be welcome even before starting the stand to have it improved according to the taste and prefernec of the potential local buyers of the sorroundings.
B. he could utilize Whats app, Fecbook and Twitter. Through facebook brand page can be created, Whats app can be used through creating anew group of frirneds and family to promote and create awareness about the stad and Twitter will do the same.
C. Social Media strategies. COBRA strategies can be utilized here. When people gets ebegaed much with a brand online their promition and visisblity increaes much. From starting, initially people could be encouraged to just view the posts, then further moving they could be asked to collaborating with the posts like liking, commenting and next they can also aksed for creating content like sharing vidoes, suggesting etc. The three stages should be held one by one. Other strategies like sales promotion tactics can also be used like, 'One free hot dog with one share at first time'.
D. Metrics like visibility and engagement of people online can beused to measure its impact. For example if people are responding to the sales promotion tactics of online it implies its working.