1.1 Describe a business and its type, vision, aims, objectives and goals.
St Davids Kitchen
Type– restaurant – micro Enterprise
Vision- Great tasting, home-made food served in a friendly environment.
Aims
1. We’ll always be farmers who rear our own produce for our restaurant.
2. We’ll trade fairly, openly and ethically with as many local growers and producers as possible, and with the least food miles created.
3. We’ll provide well paid, yearly jobs with training and progression opportunities.
Objectives
To keep improving the use of social media and how it links us with the customers.
To improve the videos, we post online.
Connect with and/or promote other companies via social media.
Goals
Grow the profitability of the company.
Make the company more well-known to everyone.
1.2 Identify the brand and values of a business and how these are portrayed to the audience of a business.
Brand
The logo is Simple and rustic. It is easy to replicate to keep branding consistent
Values
1. We’ll always be farmers who rear our own produce for our restaurant.
2. We’ll trade fairly, openly and ethically with as many local growers and producers as possible, and with the least food miles created.
3. We’ll provide well paid, yearly jobs with training and progression opportunities.
The brand and values of the company are portrayed to the audience when they visit the place and can see that the menu is sustainable, and the prices are a fair rate.
1.3 Describe the marketing tools available to a business.
1. Marketing Calendar-
Marketing calendars are used by the marketing staff, to organize what is planned for each day in the working year.
2. Digital and Physical Media –
e.g. Videos, adverts, posters, photos, leaflets, etc.
Adverts and videos can be found on TV, YouTube Vimeo and other video streaming websites. This means it’s seen be almost anyone if it has the right publicity. The same goes for photos and posters, they can be put anywhere on the web, can be put up on billboards, signs and leaflets. This advertising would be beneficial for companies.
3. Telemarketing –
e.g. Sales calls, Web calls/conference, etc.
Sometime companies ring the phones of their customers, use web calls, or even FaceTime and to try and make direct sales but this technique isn’t always that successful as most people don’t like getting sales calls.
4. Face to Face –
e.g. Talking to customers, asking them about competitors, etc.
Having knowledgeable people that know about the aspects of the products is a beneficial marketing technique as people will ask their opinions and will listen more to another person than a piece of writing. They also will tell you other shops may be selling it cheaper, or have better deals, and even might say that they aren’t as good as your company
5. Surveys –
e.g. SurveyMonkey, In-store surveys, google forms etc.
Surveys are normally used to see what could be improved upon maybe for a shop, website, products or even customer service.
6. Other Marketing Tools
Email Marketing – e.g. MailChimp
Mobile Apps – e.g. Facebook, Twitter,
Inbound Marketing – e.g. blog posts, social media content, e-books, etc.
1.4 Explain the consequences of using Social Media on the budget of different sizes and types of business
1. Corporate/Business sector – Larger businesses use more social media than smaller businesses as they have a larger audience to connect with. They also would have a larger team and a budget therefore would have a bigger range of options one to them.
They would have marketing tools such as email marketing, mobile apps and inbound marketing available to them.
Corporate sector businesses may be able to remove negativity by upping the good reactions by bringing out new products, putting favourite products on sale they can bring back any likes they may have lost.
2. Public Sector – Public sector businesses do have social media available for them to use but not as large a range as the business sector as they wouldn’t have the budget to film large adverts or get professional photographers, they would have to most of the work themselves.
Smaller companies would also have email marketing and inbound marketing available, but maybe not mobile apps.
If, however an employee starts bad-mouthing their job, or a customer moans about the website on Facebook or Twitter, it will create negativity that could rub off onto the other customers, lowering likes and follows, creating a bad image for the company.
3. Voluntary Sector – As the voluntary sector would have hardly any budget to work with, they would be unable to have as many videos as the public and corporate sector. They will still be able to use Facebook and Twitter, but it may not be as popular as the paid companies.
Voluntary business doesn’t really have room for mistake or negativity as they cannot afford to lower anything with their companies as they have a low budget, but as they are normally very small companies, it is rare that there is much negativity.
1.5 Explain the benefits and consequences of encouraging amplification.
Pros
The more something is amplified, the more it is noticed. Then it will begin to grow in likes and shares and follows.
More people will start to talk about it to friends and family, then it might increase sales, therefore return of investment will be greater.
The more people that us the link to the website whilst speaking/writing about it will in turn increase the SEO and put it higher in the rankings.
Cons
If there are bad reviews that use the link, it could potentially negatively affect the SEO, or if there is spam on where it has been amplified.
If there is even a tiny, simple spelling mistake in the link, the amplification might not do anything at all or may even amplify a completely different website!
1.6 Explain the benefits and consequences of encouraging engagement.
Pros
People that engage with the website and posts will more likely share it with their friends.
Likes, shares and comments on a photo will appear on the newsfeed of the friends of the person that commented.
The higher the engagement, the higher the potential for increase in website visits and sales.
Cons
People may post negative reviews on the wall, or on recent posts which might deter people from commenting or liking.
If there is a lot of engagement on one post, people may hide the post from their timeline or unlike the page to stop the notifications if they had commented on it earlier.
1.7 Explain the factors to consider when identifying a Social Media plan for a business
What are your actual products and/or services?
How much money does your target market have?
What is the setup going to be from sakes to distribution?
What geographic area do you sell to? (Worldwide, UK only, Overseas, etc.)
Describe your audience in terms of population, demographics, income levels.
What other competitors exist in this market that you are in?
Historically, how well have your products sold if at all?
1.8 Explain how Social Media could fit into the marketing plan of a business
Social Media can be used in a marketing plan to decipher whereabouts most of your audience is by using the page insights to see how many likes come from what countries, and to be able to see which posts are more successful than others, that way companies can plan out which products to do promotions on and which ones that won’t get as much business.
It also can be used to promote an item which might not be selling as well as they had hoped, to get the sales for that product higher.
The can use Facebook and Twitter to do giveaways to increase both engagement and amplification, which will hopefully increase return of investment for that company.
Social Media helps to find your content marketing voice. This is how we write our video captions, product descriptions, everything that will be seen by the public. The voice we use when writing is how you want the language to come across:
Informal – for teen and adolescents, some twenty-year-old even, they use slang and words like ‘Sweet’ ‘Awesome’ ‘Cool’ to describe things, so you’d want your writing to use some of those words to get them to engage with it.
Example – ‘This awesome watch is so cool, and gold too!’
Formal – for older audiences (55+), slang would not be acceptable as they might not get the meaning behind it and get confused, so when writing for an older audience I’d be more articulate and used more descriptive words.
Formal – ‘This beautifully crafted watch is made from 9ct gold.’