Previously, a dairy company called 'Caseificio Presila' has announced its intention of launching an advertising campaign and required our company's help to make it as effective as possible. I already conducted competitor research and I also looked into ideas on the methods for advertising. With ideas in and research in place, it was time for a team discussion on the best way forward.
We took notes of methods that other competitors are doing and showed the marketing ideas we researched including: sampling sessions of products, implementing an online shop, populating the website and social media channels with interesting media and even handouts. It was important we plan accordingly as to the detailed reasons behind marketing strategies, the geographical target, the audience and why and how customers gained can be retained. My team which includes my line-manager and an analyst intern discussed and noted down the best approach for the campaign.
We proceeded to put together a presentation for the company for approval of the plans. For offline methods of advertising, we believed the best approaches would include: local billboards, brochures with a voucher to use in shop, radio as it is low budget and still effective, sampling of products, publishing to local newspapers and food critics to spread the name and of course word of mouth for personal connections. For the online strategy, we have chosen: Facebook adverts as they are cheap and effective, Facebook engagement with posts and reviews which have rewards for followers, improving the SEO for name spreading and adding a food blog on the website for engagement and attractiveness. When the strategy gains enough attention, we plan to also launch an Instagram page displaying the various products.
To help ensure customer loyalty, we have also conjured ideas that will likely be effective. These methods include: loyalty cards to collect points to use of products, delivery benefits with the loyalty card, customer service reviews in store to improve services, occasional questionnaires for loyal customers to help with new strategy planning and competitions for engagement. The methods put into place will not only allow Caseificio Presila to develop strong connections with customers but can also use their insight to develop new strategies for the future. We also needed to present the competitors we found, show them the unique methods of their marketing strategy and the common ones to help better understand the market.
With our team working together and planning accordingly we can make this advertising campaign a success. My line-manager will present the plan to the company and from there we will start developing the material to be used in practice. I look forward to helping bring this marketing project to life with my team.
