Digital Marketing Project

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5.2 Internet Marketing Recommendation 1 - Pre-Roll Ads (Genhao Miao 12651218)

5.2.1 Right Customer

A) How to target buyers

Individuals across the world are paying increasing attention to their eating habits hence health

and fitness are becoming part of everyone’s daily concerns and Australians have not been left

behind (Taylor et al, 2011). Health organizations are continuously making steps and putting

programs towards educating as well as sensitizing the population about eating habits and

healthy food options. Families and individuals facing demands of busy business life have

fostered an increase in the demand for take away healthy snack products like those produced

by Happy Snacks Company. Healthy snacks have also been a focus and a need for parents

with kids and school going children looking to make a packing for takeaway supplementary

snacks. The choice is a result of statistics by studies that have shown that unhealthy snacks

are the leading contributor to obese children (Taylor et al, 2011).

Increasing in modern times, individuals spend an increased amount of time on computers,

laptops, tablets, and phones with statistics showing that 60 percent of that time is spent on the

social platforms like Facebook, Youtube, and Websites (Ahmed, 2014). As a result,

marketers have shifted to the internet as a platform to reach these potential customers. The

discipline of internet marketing has revolutionized how brands sell services and products as

well as interact and build customer relationships. Pre-roll ads are on the forefront of effective

internet marketing techniques. A pre-roll ad is an advertising video that displays and plays

prior to display of the choice content of the user. The short videos of usually 3 seconds to 30

seconds target the internet users visiting various platforms and contain advertisement content

of products such as snacks.

Snacks from Happy Snacks Company are of interest to children and their guardians as well as

individuals focused on a healthy options and fit bodies. These individuals are mostly middle

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class individuals with a work schedule that provides limited or no time for the preparation of

healthy home foods as well as teenagers looking for picnic bite options. However, this

potential customers share the characteristic of being heavy internet users. All these target

customers and buyers frequently shop in shopping marts for snacks but a notable percentage

is increasing shopping in web e-commerce platforms offering food items as well as other

products. While most target buyers purchase snacks from premeditated planning that involves

conscious movement to the stores to purchase the same or by scoring the web platforms

offering snacks, a considerable group makes purchases on impulse triggers depending on the

aesthetics of the snack and mood at the moment of sporting the snack.

B) How to target non-buyers

The non-buyers of Happy Snacks Company products are individuals who may have a

relationship with the target buyer but may not necessarily be interested in buying. Non-buyers

of the snacks are also defined by geographical reasons owing to the fact they may not be

within the locale of Queensland or even the territory of Australia. Non-buyers include

shopping markets committed and in partnerships with other snack producers and therefore

consciously fail to stock Happy Snacks Company healthy snacks. Non-buyers are inclusive of

individuals who may not have realized the health of properties of the companies snack

products. Non-buyers may also be influenced by the fact that the snack products come in a

limited category and taste selection of only two kinds of nuts. The snacks may also retail at a

price higher than normal relatively unhealthy snacks hence influencing the choice of many

target non-buyers not to purchase.

Pre-roll ads transcend the barriers of distance and locations as a result of the fact that

individuals outside the geography of Queensland and Australia are able to see the

advertisements. Non-buyers form part of the world populous that is increasingly spending

more of their time on the internet accessing content for entertainment or information

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purposes. It is therefore obvious that pre-roll ads before this content would capture the

attention of these non-buyers and probably turns them into buyers by either convincing them

on the healthy properties or unconsciously making Happy Snacks products their brand of

choice.

5.2.2 Right Message

A) How will you target buyers with these messages?

The right messages for pre-roll ads should be engaging, interesting as well as with enough

content structure for effective brand awareness, brand engagement, brand favorability and to

raise purchase intent all within a short period (Mialki, 2018). The pre-roll ads content for the

snacks should contain details about the benefits of the Happy Snack Company products over

other snacks; differences in properties and hence the health as well as taste advantage. The

internet ads should also contain the retail price of the snacks and available retail locations or

online purchase options.

The video messages should be in a form depended on the platform and audience. A good pre-

rolls ad message targeting teenagers and individuals who are younger should be in animated

format. The animated characters appeal more to the younger generation compared to the older

generation of ages 30 and above. They would, therefore, capture the attention of those below

hence increasing Happy Snacks Company brand recall. An ad message targeted to the older

individuals should contain comparisons of visual physical differences of those consuming the

snacks produced by Happy Snacks Company and those purchasing other competitors. The

older targeted audience is more concerned about health benefits of a product over aesthetic

value. The right message for a pre-roll ad should have the benefits of the snacks

overshadowing the relatively expensive cost of the snack.

The internet platforms in which the pre-roll ads will run are important in order for the length

of the message to determine if the pre-roll ad contains the right message. The right message

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for a YouTube and website should not be more than 3 seconds while those meant for social

media platforms such as Facebook, Twitter and Instagram should be relatively long but not

above a recommendation of 10 seconds.

B) How will you target non-buyers with thses messages?

The following strategies will be employed for the pre-roll ad messages to reach non buyers.

They are depended on the reasons the target is a non-buyer;

For non-buyers outside of the region Queensland, the most effective strategy for the pre ads

to reach targets outside of Australia would be to boost the ads with a specific goal and focus

towards the geographical region from which potential customers you plan to influence. The

ads message could also be put in different languages for target non buyers who may not

understand Australian English. For the pre-roll ad to influence the decision of those that fail

to purchase the snacks as a result of high cost of the snacks, focus should be made to

emphasize the benefits of the snack in the message compared to the price hence making the

cost of the snack insignificant in comparison to the value of it.

For those who may not purchase because of the fact the snacks come with limitations of two

types of nuts, the pre-roll ad message should be developed in such a way that it is tempting to

them to consume the nuts. They should contain keywords that enable them reach the content

of potential buyers. Emphasis should be made to communicate the health benefits and value

of the nuts to the non-buyers. The pre-roll ads targeting non buyers should contains

information or links to platforms where they can more inquiries about the snacks, therefore,

offering marketers a chance to convince them into buyers. The pre-roll ads message can

target non buyers by offering discounts to first time buyers or distributors. The ad message

could also contain coupon numbers that the potential customers can use to purchase the

snacks. These incentives allow the buyer to have a virgin interaction with the product and

hopefully become a repeated buyer from Happy Snacks Company.

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5.2.3 Budget

The budget for pre-roll ads is depended on the length of the ads, the number and specifics of

target platforms that the ads will run on as well as the period of time that the ads will be on

the internet. Below is the budget for the running of Happy Snacks Company paid video ads of

7 seconds on various platforms for a period of one financial year.

Platform First Month Second Month Third Month Total ($)

YouTube 600 350 230 1180

Instagram 500 290 190 980

Facebook 350 210 140 700

Twitter 100 80 60 240

Total 1550 930 620 3100

On video content platforms, pre-roll ads have been prevailing for a number of years.

Although most of the pre-roll ads are set as skippable after a few seconds, according to the

survey conducted by the world’s largest video content provider, YouTube, roughly 30 per

cent of the pre-roll ads are fully viewed (Mialki, 2018). A seven second video ads is short

enough for audiences to watch until the end. Considering the YouTube has the largest volume

of audience among other social media, the largest portion (38%, $1180) of the total budget of

pre-roll ads is allocated there. The second largest audience group is the Instagram in terms of

video content. Hence, the second large portion (32%, $980) of the total budget of pre-roll ads

is allocated. Facebook and Twitter also provide video ads opportunities for businesses;

however, people are found to be more easily to skip those ads by scrolling down. Therefore,

the rest 31 per cent of the total budget of pre-roll ads are allocated to Facebook (23%, $700)

and Twitter (8%, $240).

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5.2.4 Measure, Evaluation, and Definition of Marketing Success

The success of internet marketing of Happy Snacks Company products will be defined by the

statistics from analysis of the performance and viewership of the pre-roll ads. The platforms

give provisions for analytics of various aspects of the reach of the ads.

Evaluation of pre-roll ads can be made by analyzing the average duration in which internet

users viewed an advertisement. This will help in evaluating how captivating the ad message

content was (Forno, 2017). Analysis of the viewers that clicked on related link in the ad in

order to access the company website and probably made purchases from the website is vital

in the evaluation of the conversion rate of the pre-roll ads. The ultimate measure of the

success of pre-roll ads is increase in sales from customers influenced by the online ads.

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5.3 Social Media Marketing Recommendation 1-Youtube (Yuan Qi 12759369)

5.3.1 Right Customer

A) How to target buyers

YouTube is a public video sharing site where people can experience different levels of video

interaction, from casual viewing to sharing video, to maintain social ties (Patricia 2007).

According to the survey analysis, now YouTube is the most widespread social media in the

world (see Appendix A). Compared to browsing and searching, video and channel promotion

on YouTube are favorable ways to attract viewers and thus can provide obvious incentives to

users (Biel & Perez 2011). There are plenty of people looking for meal recipes on YouTube

that are easier to learn and understand than just searching for words. These people include

who love to cook, housewives, parents, or people who need to learn how to prepare a meal.

Parents of school-age children say they need creative plans to help them cook healthy meals

quickly, develop cooking skills and increase healthy food consumption (Fulkerson et al.

2011). The customers decision making processes is a standard learning hierarchy, before

being exposed to video and the product, consumers were not aware of it. During the process

of watching video, consumers have generated basic cognition and learning. Then they will

have feelings to the object, and ultimately conduct behaviour to make a decision, to make the

same purchase after watching (Solomon 2018). Co-create brand can create new features of

products based on existing products. Hence, cooperate with YouTubers which has a lot of

followers and a certain amount of influence. Make videos about the process of making

different recipes for our products, and then let them advertise our products on their own

programs. These two methods will engage customers to increase loyalty and liking. In the

process of promoting, this method can gradually improve the customer's awareness of our

brand.

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Ultimately, influence the customers' cognition, thus purchase the product to increase sales

and brand recognition (Solomon 2018). However, this method also has some limitations such

as lack of control (empower part of products control to partners) and quality issues(video

quality and dissemination of information content). Therefore, we specifically choose the food

channel with the same attributes as the product. For example, as previously analyzed for our

target customers. Generally, parents who want to make their children's meals more variety

and healthier, try to learn new recipes on the channel that teaches you how to cook. Then go

to the store to buy the same material and cook at home in imitation of the video. Not just on

YouTube, the channel has accounts with the same name on Facebook, Instagram, Twitter etc.

that can be followed.

B) How to target non-buyers

The YouTube generation is more interested in self-expression than in learning about the

outside world. Kids are so busy self-broadcasting themselves on social networks that they no

longer consume the creative work of reality event(Keen 2008). Children and teenagers are

also the main groups that follows YouTube, but they tend to prefer the video type of game

(Serrano & Diz 2016). It is hard to target kids because their cognitive systems are immaturity

and their attention is easily affected. On YouTube, their goals are clear: interested in games

and more interesting things. Similar to the video type of cooking and recipes, it is difficult to

attract their attention. However, they are the key factors affecting their parents' consumption.

When parents choose healthy foods and methods for their children, their children's

preferences largely determine whether they buy them or not, and whether they repeat the

purchase. These non-buyers and buyers purchase pattern of consumption basically consistent.

We can change the video content and video search keywords to attract these children.

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5.3.2 Right Message

A) How will you target buyers with these messages?

On YouTube, some participants broadcast extensive information about their identities. In

addition, their video content has broad appeal and actively promotes and disseminates their

video (Patricia 2007). These people who already have lots of subscribers, regularly post the

influential video and have branded themselves, call them YouTube KOL (key opinion

leader). These key opinion leaders are known as YouTubers on YouTube. They are often

active on social media and have positive conversations with their fans. YouTubers are real

individuals and real experts. Their advice and opinions can easily influence the decisions of

followers (Kontiokari 2017). We found Australia's local YouTuber to teach audiences how to

make simple cooking channels. The Simple Cooking Channel has 1,472,674 subscribers.

Total browsing reached 156,602,215 times (see Appendix C). This channel is to teach the

audience to make delicious and even interesting food with the simplest method and

ingredients, which is very close to life, so it attracts a large number of loyal viewers. This

channel will be posting new recipes every Tuesday, Thursday, Saturday and Sunday. We will

work with this channel to get the YouTuber to add our product into his cooking. Most of his

audience is housewives and food lovers, which is also in line with our target customers. He

can introduce the product information and demonstrate how to add our products to the dishes

to make them more delicious. To share creations and experiences, and via word-of-mouth

marketing to achieve our goal of improving consumer engagement and loyalty. Another

method is to advertise our products directly. For example, our main product is Kids Roasted

FAV-VA Bean that is suitable for children to eat. As in our previous advertisement, the main

product is children's supplementary food in school. This channel can create a new meal or

snack box for kids to bring to school. As a result, our viewers are more aware of the variety

of uses and realize its health of our food. The advertisement of our products in the channel

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directly highlights the production technology of our products is very exquisite, low fat, no oil

baking, and gluten-free, which is suitable for all children and people who want healthy

snacks. At the end or beginning of video we can put a QR code that allows audience use their

smartphone to scan the code, to get more nutrition information of the product and different

more detailed recipes. Then consumers are more likely to go to the supermarket to buy the

same products for their children and even recommend them to their friends.

B) How will you target non-buyers with these messages

The best way to attract children and teenagers who are interested in playing games on

YouTube is to have interesting video content. Ordinary cooking video cannot impress them,

but we can add some elements they like, such as making game character-related food, food

related to the game characters, matching material colors or shape of food similar to the

characters. Both can be applied to our fAV-VA bean, conveying to them the many

possibilities of our products, and can also be chosen as healthy snacks. In addition, in order to

increase their participation, we can combine our products with the life they are interested in,

such as their friends. The video will show them how to make a special snack box for their

good friends, also can share this healthy and nutritious snack together. Increase children's

awareness and engagement in terms of interest.

5.3.3 Budget

YouTuber, which makes video and puts it on their channels, will pay about $10,000 for

100,000 views, breaking it down to $100 per 1,000 views. Besides, running ads on video,

with the option of placing ads only on its channels, costs $27 per 1,000 views. The video is

more visual than any other medium, making it relatively cheap for YouTuber to make video,

though we're giving up creative control, and the video quality(Alleger 2015). Based on the

video playback number of similar products, we estimated that the playback amount of a video

will reach about 300,000. Co-creation video will cost $30,000. Our campaign is for two

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months of promotion. Because the channel updates video four days a week, we chose to

promote it on Sunday in the first month ($30,000). The second month picks Tuesday to play

($19,000). Sponsored advertising will also be conducted twice in two months. Advertising

will still cost $8100 based on 300,000 clicks at first month (Saturday), cost $5130 at second

month(Thursday). The entire YouTube campaign will cost $ 62230 in two months (budget

table see appendix D).

5.3.4 How will you measure, evaluate, and define success?

YouTube is a platform for instant online interaction, where viewers can comment directly on

their thoughts below the interesting video (Biel & Perez 2011). The most direct way to

evaluate video content is to check the comments left by the audience below the video. This is

one of the ways in which we test the impact of our products, and the perception of our

customers, by the audience's reaction to the video. Stigler (1961) argues that as long as the

benefits of further searches outweigh the costs of the activity, any customer will continue to

shop. If there is a significant increase in our product sales in the weeks following video's

broadcast, then it also suggests that this social media marketing approach is useful. We

choose to use the currently popular video promotion for marketing. If the sales volume in

supermarkets and online increases sharply within a few weeks after a video is broadcast, our

video content is successful. If there is a lot of discussion about Happy Snacks in the message

board below video, it shows that we have succeeded in improving consumer awareness. The

higher the click rate, the success of word of mouth marketing. It also reflects the success of

our products. The unit price of one product is $5.5 and the profit is about $3. The cost of the

whole plan is $62,230, so we need to sell at least 20743 bags to start making the profit.

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5.4 Social Media Marketing Recommendation 2 - Instagram (Jinger Huang 12794071)

5.4.1 Right customers

A) How to target buyers

The target market of the product is Australian family and children. Among the online adults,

demographic of most Instagram users are middle-income people who is from 18-30 years old

(Buffer 2018). The active Australian users have already reached to nine million per month,

nearly 40% of the entire population (Cowling 2018). Hence, in Instagram marketing strategy,

we focus on the modern family and younger parents who is the user of social media,

especially the consumer who has a preference for the brand. As the statistic showing,

Instagram is the top three social media in Australian ranking, wherein the top one to two are

still the Facebook and YouTube (Civil Web Media 2017). Furthermore, the previous surveys

of social media use indicated that the users use both Facebook (91%) and YouTube (81%)

while they are using Instagram (Smith & Anderson 2018). Obviously, Facebook and

YouTube are the effective links using in the Instagram campaign to achieve the reciprocity

and mutual benefits. On the other hand, although the retailor experience and instore displays

is emphasis in more than half consumer, they are likely to focus on online expert views

(42%), opinions of family/ friends/ colleagues (42%), or online reviews form other shoppers

(41%) (POPAI PDS 2016). That means most customers prefer seeking information via online

platform before making decision. Additionally, Web-rooming consumers, who saw the

product on device firstly and went to physical store to purchase, rise to 37% (POPAI PDS

2016). Tus, Happysnack can build up an actual relationship with the consumer via Buzz

marketing in Instagram to enhance consumer volume.

B) How targeting non-buyers

As it mentioned above, from the perspective of the non-buyer, social media marketing would

also contribute to increasing the brand awareness and capturing the attention of new

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consumers. Since Instagram is the most active social media platform, it has the great

influence on attracting new consumers. 75% of users take action after browsing the Instagram

ad post, such as visiting a website. (Brandi 2018). Therefore, Instagram which maintains the

most engaged users could be the choice to expand consumers volume. Except for the target

buyers, their friends or family is also the potential customers. Happysnack can make good use

of Word of mouth marketing strategy and social affiliation to create the long-term influence

with them. Furthermore, there is an explore option on Instagram, wherein it would

recommend the location stories and hashtag stories that related to the interests of users. That

is also an opportunity to capture the new engagement.

5.4.2 Right messages

Overall the insights

Regarding Instagram marketing, the vital process is not only putting ads, in contrast, it is

optimizing the conversation with audience, herein rising the brand sentiment to maintain

customer relations. After the analysis of Happysnack’s Instagram, we assume that there is

room for improvement. First of all, portfolio creation is priority with a synopsis photo and

proving the major firm value. In the meanwhile, choosing the theme and unified the photo

style for the post. Consequently, the icon can be replaced as a symbolize logo, and write a

short goal or key words about the company, also, can put the official website, Facebook link,

YouTube link in the portfolio. Secondly, make good use of brand’s mascot and uniform the

gauge and color maintenance. Buffer (2018) indicates that the images posted via Instagram

get 23% more engagement than Facebook. Therefore, the Instagram content and manage

would be concentrate on fun and engaging reflecting the positive image of the company,

intergrading the interaction with viewers. In addition, as the chart showing (appendix 1), the

view’s time reaches to the peak at 10am, and then 4am and 11pm. Therefore, with the rapid

refreshes in Instagram, it is essential to be active, otherwise the post would sink in numerous

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of posts. So, it can be schedule at 2am, 8am, 5pm, avoiding the busy working time. The

major goal for this recommendation is showcase the brand awareness and explore new

buyers, thus increase exposure and capture the intention, rising online sales.

A) How will you target buyers with these messages

For the target buyers, it is more crucial to maintain the communication with them, herein

consumer’s memory can be renewed continuously. More importantly, for the long-term

business, that can improve their loyalty and purchase motivation.

Tactic: The 80/20 rule of post

Goal: Branding maintain loyal customer then improve awareness and sales

Schedule: Social content post/every day, promotional ads/every Monday (total 3 months)

Description: The tactic would be divided into two parts by 80/20 rule. Firstly, 80% lifestyle

content includes dynamic and entertaining post to stimulate consumer, meanwhile enhancing

the positive brand image by consumer co-creation tactic and social affiliation. For example,

post the creative product pics or gif with an evocative quote each morning to connect with the

audience, improving repost rate. Also, repost the photo shot by audience weekly, to engage

with the loyal consumers. This process can remind the audience and collect the number of the

‘like’ that can be used for the audience preference analysis as well. Secondly, 20% ads on

Instagram story or live video. The Instagram stories conveys about 250 million audience

daily (O’Loughlin n.d). Therefore, the Happysnack can post the vivid promotion ads on there

with the location, hashtag to interact with consumer, wherein the ads can add some

interesting element or interaction eliminating revulsion. For example, according to the target

audience, we can create the special recipes with the snack or how to make fun with the

product, even reposting the consumer creative video on Instagram story. It is crucial to

provide a hashtag and shopping link. Alternatively, using the Happysnack mascot to create a

video with the humour dialogue or the catchy jingle that can stimulate the audience cognition.

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It can also be connected with YouTube to design a video game to enhance the repost ratio as

well. For example, Happysnack can provide a free trial giftset for the 100th repost. Herein, the

firm can improve the engagement and exposure of the ads and the brand. This process can

intergrade the promotional ads to reception. Furthermore, it provides a reliable data to

evaluate the preference of consumer and the online sales can be improved.

B) How will you target non-buyers with these messages

Since Instagram is the active platform that is round 700 million monthly active users,

compared with other social media, it is easier to explore potential viewers. In order to capture

new customer notices, there are several tactics that the Happysnack can consider conducting.

Tactic 1: Location and hashtag posts

Goal: Creating the exposure and get more notices

Description: The statistic shows posts with a tagged location lead to 79% higher engagement

than posts without location (Social Report 2018). Tagging a location on posts can contribute

to more people finding out about our product. Moreover, there is an effective option in

Instagram business, which can be link with Facebook to tap a customize new location

(Facebook 2018). Nowadays, consumer is likely to use Instagram to search for information,

such as food, or the store they are looking for, which is similar to Yelp or Google, due to

there is more ‘Instagram style’ photos that meets the needs of consumer. It should be the

prevailing trend in the future business. Post with the location and increase the exposure well.

Secondly, each post would be better to give more hashtags, such as #happysnack, #snack,

#health, #chickpea, which should be a key word of the product or the current events. It can

rise the exposure of the ads or the post, when viewers search the key word. This process is

beneficial to create the opportunity catering the potential needs.

Tactic 2: Photo ads (Instagram business)

Goal: Get more traffic on the official website

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Schedule: Total 3 months

Description: We will choose advertised by landing page view optimization to improve the

traffic rate. of the photo ad that reaches the frequency and target to demographics and

interests under the product category. For example, the company can design a photo with the

appealing product and the key-word, such as ‘no added snack’, ‘free trial’, ‘first purchase

gift’ to get the attention that results in the rise of click-through rate. This method is likely to

aim at introducing the brand to non-buyers with the impression.

Tactic 3: Word of mouth marketing by Key opinion leaders

Goal: General consumer interest and increase the social proof

Schedule: In the first month of the advertising period (3 months)

Description: In order to improve the confidence of audience, K.O.L could strengthen the

consumption. For example, we can invite the blogger who is under the food, cook or family,

healthy category. Post a positive review or snack un-box video by their account, and then

provide the purchase method in the description. This process can stimulate the curiosity and

explore more potential consumption.

5.4.3 Budget

The Instagram marketing schedule to advertise three months. The budget would spend totally

$19,500 for three months. According to the CPM on Instagram advertising, the first month

would spend around $6000 on both story ads and photo ads, in addition, K.O.L is about

$3500. Moreover, another two months would only focus on story ads and photo ads, thus it

would be around $5000 each month.

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5.4.4 How will you measure, evaluate, and defining success?

The marketing plan can be measured by the free analytics tools on Instagram, also can gain

the insights from location tag, such as ‘Who may be interest to the product or the brand’. We

also can collect the number of viewer, repost and like that can help us to understand the

behavior and preference, thereby adjusting the appropriate campaign strategy. By these

process, we can evaluate the acceptance and shape the popular ‘Instagram-products’ image

for the Happysnack, accordingly increase the online consumption. The data of the photo ad

can illustrate how well we target the content. In addition, we suppose the audience would

increase steadily by word of mouth marketing. The cost of Instagram marketing is at least

$3255 ($19500/$5.99). Based on the ROI, the profits are successful to maintain at least $3255

even above when the campaign conducted.

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5.5 Social Media Marketing Recommendation 3 - Facebook (Sijia Yu 12478412)

5.5.1 Right Customers

A) How to target buyers

The motive for ‘The Happy Snack Company’ (THSC) is that it should target the current

buyers of the product effectively using the social media marketing tools available on

Facebook in order to increase the sales of its products. The current buyers of its product are

the people who are interested in living a healthy lifestyle by eating food items which

positively affects their health rather than causing a negative impact (Cobb-Clark et al. 2014).

This includes health conscious families, individuals and parents seeking to consume snacks

which are organically produced, high in protein and fibre and are gluten free for themselves

as well as their kids. Furthermore, these healthy eating habits of the parents are reflected in

the behaviour of their kids who also develop healthy eating habits (Scaglioni et al. 2008).

Thus, Facebook posts which are colorful and eye-catchy focusing on the health benefits of

the product as well as general healthy eating tips with complementary hashtags and Facebook

ads especially designed to target people who engage with other health related content on

Facebook can help effectively target the interests of the buyers.

In terms of the shopping habits of the current buyers these buyers mostly purchase the Kids

Roasted Fav-va Beans Pizza from the offline stores such as Woolworths and Coles who stock

their products across Queensland as well as Australia. Before purchasing being exposed to

the digital marketing advertisement of the product, the buyers engage in need recognition

stage of the consumer decision process, since they had recognised a need for eating healthy

snacks and adopting a healthy lifestyle to avoid any type of health problems due to unhealthy

eating. Right after getting exposed to the advertisement, the buyers will search for more

information regarding the types of healthy snacks which The Happy Snack Company sells

and will evaluate different alternatives. This is where in the decision making process, the

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advertisement will have an impact since it will emphasis on a lot of aspects which buyers

seek in a healthy snack for their children. However, the convenience of the online purchase is

also starting to make its way to the food items and other consumables as the trend of ordering

food and other grocery items online is increasing in a sustained manner (Wu et al. 2015).

Thus, Facebook posts can be used to educate these customers about various offers and

discounts (see Appendix 1), providing promotional codes to the customers which they can

redeem of the website as well as advertisements on Facebook linking the customer to the

product pages with pre-applied offers to the loyal customers can help the company target the

current buyers effectively.

With over 15 million Australians using Facebook out of which over a million of the users

belonging to the age of 13-17 years old who are suitable audience to market to the Kids

Roasted Fav-va Beans Pizza to as well as over 6 million people using Facebook in the age

group of 25-39 years old (Cowling 2018), Facebook can be used as an effective medium to

market the product using the interests of these people. The target market falling in the age

group of 25-39 years old are the family members of these kids for whom they are looking to

purchase healthy snack options for which these Roasted Fav-va Beans are appropriate.

Furthermore, Facebook is the correct medium to target the family members of the kids as

well as these kids towards whom this particular product Kids Roasted Fav-va Beans Pizza is

marketed to due to the fact that Facebook offers comprehensive targeting tools to the

marketers through which by just clicking a few buttons, this target market can be reached and

Facebook also suggests the content which should be generated in order to target these people.

B) How to target non-buyers

The interests of the non-buyers of Kids Roasted Fav-va Beans Pizza offered by the company

are somewhat different from the interest of the current buyers. These non-buyers include kids

and the parents who are not extremely vigilant towards the healthy lifestyle of eating,

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however they recognise the need to eat healthy snacks. Since, this product is targeted towards

the kids, the interest of non-buying kids includes playing video games, browsing the social

media websites on the internet, eating fast-foods, consuming online content etc. (Perlstein

2017). These children also have an effective presence on Facebook and are constantly

engaged in consuming and sharing contents based on these interests (Cowling 2018). Thus,

these interests can be targeted on Facebook by generating the need of eating healthy snacks

by associating with the brands which serve the interests of these non-buyers. This could be

done by using collaborative posts as well as advertisement with the pages which these people

follow as well as generating posts in a manner which are intertwined with these interests and

raise awareness about the product and healthy eating habits (See Appendix 2).

The non-buyers of the Kids Roasted Fav-va Beans Pizza mainly belong to a group of

potential customers which are heavily dependent on the internet for all their shopping

activities. According to Boland (2018), these customers are born and brought up in the digital

age which has been a vital part of their lives and online shopping is effectively the default

mode of shopping for them due to the convenience it offers. Thus, using Facebook to

effectively market the product to these customers can easily connect these customers to

website and online shopping medium which they prefer. For the non-buyers, before getting

exposed to the advertisement on Facebook, they are not aware of their needs to eat healthy

snacks since they have never received a stimulus regarding it. Thus, the non-buyers receive

advertisement as a stimuli in order to recognise the need to eat healthy snack and eliminate

the unhealthy snacks containing excess oil from their day to day routine. After getting

exposed to the advertisement, the non-buyers reach the information gathering stage of

decision making process under which they will put efforts in seeking more and more

regarding healthy snacks and these advertisements on Facebook targeted towards them will

help in making the decision and selecting Kids Roasted Fav-va Beans Pizza.

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As mentioned earlier, there are over a million users of Facebook belonging to the people in

the non-buying age group which are engaged on the platform several times a day (Cowling

2018). Thus, with such a smooth traffic and engagement on Facebook of the non-buyers as

well as the range of tools which Facebook provides to search people with specific interests

and target them effectively, this is quite possibly the correct medium to target.

5.5.2 Right Messages

A) How will you target buyers with these messages?

The messages which will be targeted to the buyers will be focusing on increasing brand

engagement, word of mouth and increased sales. There will be several messages which will

be formulated and communicated across to the buyers on Facebook using posts as well as

boosted posts to reflect on the profile of buyers who are not connected with the page. The

messages for brand engagement would focus on asking questions on Facebook posts to the

customers which involves open-ended answers and engage consumers in conversation with

the brand. For example, “You have tried, tasted and loved the healthy snack alternatives

which we offer, now it’s your turn to tell us how we can make them even better”. Also, health

related posts asking how The Happy Snack Company has affected their eating lifestyles, for

example, “Who said snacks and health cannot be hand-in-hand, tell us how your snacking

habit has changed by our products”. Furthermore, since the buyer involve both the kids and

adults, appropriate message would be shared for kids as well using colorful themes and

reflecting vibrancy in the message. In terms of word of mouth, the messages would contain

triggers for the audience to spread the word about the product. For example, “Healthy snacks

for everyone is a birth right. Why not share this right with other? Tag your friends who are

missing our delicious products in their life”.

According to Chang, Yu and Lu (2015), the quality of the message shared with the target

customers are a huge determinant of the success of that particular message. This includes

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conciseness, familiarity, originality etc. Thus, these messages to the buyers will focus on

including aspects which are not seen or shared before as well as being concise in a manner

that makes it easy to read and get accustomed with.

Furthermore, the messages which will be shared with the customers will be based on the

research in terms of what sort of content customers share and respond to on the Facebook

platform. Thus, these messages will be inclusive of the research on how to maximize brand

engagement, word of mouth and sales through these current buyers.

B) How will you target non-buyers with these messages?

The messages for the non-buyers would focus on increasing brand awareness as well as sales.

These messages would target the customers who are currently non aware about the healthy

snack alternatives which are available, thus the messages will be informative yet engaging in

nature so that awareness and sales can be effectively achieved on Facebook. For example,

“Do you know? Snacks can be healthy yet tasty? Want to know more? Head over to our

website to view a whole range of healthy snacks”. Furthermore, the messages will focus on

comparing the snacks offered by the company with other fast food and ask the non-buyers to

try the product. For example, “Do you know, every time you treat yourself with a snack you

don’t need to feel guilty. With our gluten free snacks throw your guilt out of the window and

start munching on something which is right for you”. Thus, such messages would help

increase the awareness of the non-buyers and trigger an action in order to gain more

knowledge and purchase these snacks.

The quality of the message would depend upon how the message is framed. This will include

using humoristic images as well as graphics which will accompany the messages to present a

light-hearted message which will be increase the brand awareness as well. Furthermore, the

posts containing messages can be shared on Facebook using the memes format with which

the non-buyers are quite familiar with (Brennan et al. 2010). Furthermore, informality would

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be emphasized in these messages since these are targeted to younger non-buyers group.

Therefore, these quality specifics would be taken care of.

5.5.3 Budget

The duration of the campaign on Facebook will be for two months during which both the

buyers and non-buyers will be targeted. The goal of the campaign will be to reach at-least

100,000 buyers and non-buyers. The average cost per click (CPC) and cost per thousand

impressions (CPM) are $27.4 and $7.34 respectively (Ad Espresso 2018). Furthermore, post

boosts will also be used to increase the reach. Thus, in the initial month the budget for

Facebook advertising and post boost will be A$10,000 and in the second month it will be

A$8000. This budget has been selected taking into the consideration of affordable nature of

these advertisement as well as their effectiveness in reaching to the target audience.

Furthermore, as compared to the other traditional channels of marketing, Facebook

advertising is really cost effective which drives down the requirement for a huge marketing

budget in this case. Therefore, using just A$18,000 in total for the two months of campaign,

Facebook advertisement and post boost will be able to reach more target buyers and create

impressions on them in an interactive manner which other forms of media may accomplish by

using more funds. Hence, A$18,000 is justified for this campaign which has been allocated

on the basis of the reason stated above (See Appendix 3 and Appendix 4).

5.5.4 How will you measure evaluate and define success?

When it comes to Facebook, measuring success is quite easy in nature. This is due to the fact

a wide range of metrics are available for measuring the success. The success of the

advertising campaign can be measured using the click through rate (Bonson & Ratkai 2013).

This metric will effectively deliver the results on how many people actually clicked on the

advertisement displayed in order to land on the website of the brand. Furthermore,

engagement can be tracked via number of page visits, number of likes and comments on the

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posts, number of people tagged in the post (Bonson & Ratkai 2013). These metrics will help

in understanding how much the page reach has increased since boosting the page posts as

well as helps in comparison with previous engagement rate and click through rate. Thus, if

these metrics are resulting to increased brand awareness and sales then the campaign would

be considered as a success.

Furthermore, the evaluation would be done on the basis of whether the response to the these

posts and the advertisement placed on Facebook has been positive or negative in terms of

likes, comments and shares of the posts and how many people have actually clicked on the

advertisement to land on the websites. For the click through rate to become good, the

advertisements posted on Facebook should be able to provide a value proposition to the

people in the target market in terms of the product which they wish to consume as well as

promotional offers such as product samples as well as discounts on bulk buying which will

entice the customers to click on the advertisement and gain more knowledge about the

product. These numbers can become bad if the posts which are created on Facebook do not

resonate with the taste and the interests of the target market. The total investment in the

digital campaign on Facebook would be of AUD 18,000 which includes the cost of both

advertisement and post boost. The price of the product which is being promoted through this

campaign, i.e. Kids Roasted Fav-va Beans is AUD 5.99 per unit. Thus, in order for this

digital campaign to break even, The Happy Snack Company needs to sell at least 3006 units

(18000/5.99) of the product in focus. Thus, for the campaign to become profitable more than

3006 units have to be sold. Lastly, in order to effectively market the product offline, The

Happy Snack Company needs to become display the advertisement of the product in the

playgrounds as well as theme parks and other entertainment spots where the footfall of kids is

very high. These are also the places where parents accompany their children and hence would

be effective in targeting the customers.

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5.6 Mobile Marketing Recommendation 1 - QR code (Weitong Luo 13309000)

Mobile marketing plays a role to effectively influence consumer behavior, reinforce

engagement and raise brand awareness, thereby increase sales (Bauer et.al 2005). As Happy

Snack barely develops mobile marketing at the moment, we highly recommend developing

QR code method. QR code is a tool to bridge the gap between digital and hypostatic world. If

consumers are highly involved by product, the QR code may have positive impact on

consumer behavior. Otherwise, consumers may not willing to interact with business by this

medium.

5.6.1 Right customers

How to targeting buyers & non-buyers

QR code now is broadly used from product marketing to product labeling (Shin, Jung and

Chang 2012). It is an effective medium to integrate existing media and marketing activities,

thereby to reach target customers and then propel further brand engagement, then

ultimately conduct purchase behavior. It is easy to use that customers only need to

encounter the code, then use smartphone to scan it, it will be directly transformed to the

content that business wants customers to know in seconds. The limitation of QR code could

be generalized as low scan rate. Study shows that only 11% of consumers scan QR code

when they encounter it (Econsultancy 2011). A reason could be evaluated as some customers

have insufficient capability to scan it (Brokaw 2012). For example, elder people do not have

a scan app on their mobile phone, or they not know how to scan, which could dramatically

drop the scan rate. Another major drawback is consumers’ attitude toward QR code may be

influenced by other bad experience. Sometimes a QR code may bring customers to a web

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content that they are not interested in, or contains useless information. Then when they

encounter QR code again, the negative memory may recall so they choose not to scan.

By considering our targeting buyer, kids and families are highly involved by digital tools.

With the smartphone innovation, consumers today are more eager for engaging technology

content and have willingness to try new thing. Study shows that about 6.2 percent of total

mobile users have scanned QR code by their mobile devices in 2011(comScore, Inc. 2012).

Marketers ought to understand the demographic profile of QR code audience and the location

they most like to scan it. More evidence showed that mobile audiences who around ages 18-

34 and have a household income over $100K are more likely to scan codes. Most of time,

they found QR codes on newspaper or magazine, or on product package, and they would like

to scan it in store or at home (comScore, Inc. 2012). Thus, we assume the most effective way

to display a QR code to marketing product is on print media or product package. To our main

target consumer who is interested in our product- kids-roasted fav-va beans, they would like

to pay attention to kids' health and more likely to buy healthy food in daily shopping.

Households normally shop at supermarket or physical store, most of them have spare time

and interest to notice QR code either in store or on product package. A well-designed QR

code campaign could help company to boom up sales, and provide valid information to

customers that help them to make purchase decision (Brokaw 2012). In this case, customers

will be able to interact with business, information such as detailed product nutrition or useful

recipe may impel customers making purchase decision.

To those people who are non-buyer but also engage with QR code, it is important to change

their attitude toward our product. Non-buyer, which could also be defined as those families

that have not paid attention on kids' healthy food or haven’t realized Happy Snack brand

existence. So the most essential matter is to develop a QR code campaign to attract their

attention at first sight and educate them the importance of children's health. Same as buyers,

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the decision-making process of non-buyer could be affected by perception of product and

information they have acquired. They normally shop at supermarket as same as buyers, also

have spare time and willingness to explore product range if needed. Although they have no

interest with healthy snack before, when they saw QR code on the advertisement, they may

try to scan because of curious. Then, they may conduct purchase behavior after acquire

insight of health eating.

5.6.2 Right message

How will you target buyers & non-buyers with this

In a purpose to reduce the influence of limitation, it is necessary to give customer a reason to

encourage scan (Charlton 2011). It is important to choose right forms to deliver right

messages thereby meet our objectives. To target both buyers and non-buyers, we suggest

concentrate to display QR code on magazine and product package. The increasing spending

power on children has a significant impact on family decision unit (Pettersson & Fjellstrom

2006). To target buyers, the most crucial matter is to maintain customer loyalty and to

encourage more purchase. The package of food can influence children and parents’

perception in a certain extent since it is the most intuitionistic feature of a product. To print

QR code on the front corner of the package may increase the scan rate, as it is apparently to

see. To specify the message we are going to employed, we found that in order to live a

healthful lifestyle, parents and children need to know information such as healthful meal,

snack and recipe suggestion (Ogba & Johnson 2010). Therefore, except the detailed

information about product’s nutrition fact and the unique selling point such as all products are

gluten-free and nuts-free, it will also provide different types of recipe about how to make

healthful meal with our product. Thus, customers can scan the QR code whether before they

make the purchase decision, or after purchase when at home. This approach may help to

improve brand image in customers’ mind then result in sales. Besides, there will be an

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additional link on the bottom of content, which will be linked to a YouTube page. YouTuber

will show how to make a healthy meal in the video, so customers could learn the process

more easily. After gaining above information, our existing customers may maintain purchase

even buy more product for healthy eating.

In a purpose to target non-buyers, the most first thing is to attract attention. So the QR code

campaign will not only designed with the code itself, but also align with other offline

promotions. As evidence showed before, the most effective platform to display a QR code is

on magazine, then product packaging, then billboard. So firstly, we suggest advertising

product on popular magazines such as Practical Parenting and That’s Life!, which provide

living information to audiences. The advertisement will contain basic information including

gluten-free and nut-free, also with attractive product photo, as well as a QR code. Next to the

QR code, it will display a line of text: ‘Scan me! Explore a Happier Life with Happy

Snack!’. Same messages will be included in supermarket promotion spot and billboard.

Billboard advertising will be lasting for two months, both in rural and urban area in order to

target different people. To integrate with other methods, except YouTube link, the QR code

transformation page will also include Happy Snack official account on Instagram and

Facebook that customers can follow if they were interested. With following social media

account, customers are able to know the business agenda and interact with business in time.

5.6.3 Budget

As create QR code itself is free of charge, the main expense for this section will be allocated

on display QR code on magazine and billboard, etc. We suggest the QR code campaign

(excluding product package part) lasting 2 months. The general cost for advertisement on a

magazine is $500- $20,000 depending on the type of publication and the size of ad (Kobliski

2006). We assume the advertisement (including QR code & other information) cost is $3000

for one magazine, ad space on two different magazines would be $6000. In addition, to invest

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on billboard ad, the general cost is $250/month or more in rural area and $14,000 or more in

large market (Treece 2018). We suggest investing on 10 billboards small ad in both rural and

urban area, the average cost for each space is $800/month, the total cost for 2 months would

be $16,000. The total budget for QR code section would be calculated as $$22,000.

5.6.4 How will you measure and evaluate

QR code could be measured by software to track the number of scans and the location that

the code been scanned. Tracking and tracing could help business analyze consumers’

demographic and geographic features (Charlton 2011). It would give an insight to marketers

that who are customers and how they behave after scan the QR code. Moreover, business

could utilize the data to capture customer interest in particular product (Foley 2018). For

example, we can use it to determine which location is the most possible place that consumer

scans our code, then develop further marketing strategy.

The number of sales is the most obvious metric to evaluate the success of a QR code

campaign, whether it help business to achieve goals and objectives. Since the price of Fav-va

beans is $5.99, we roughly estimate Happy Snack will gain $3 profit from every package. As

total budget is $22,000 for 2 months campaign, the campaign needed to sell at least about

7400 packages to cover the expense. In addition, according to the rate of investment on

return, it will be calculated as $3673 ($22,000/$5.99). If excess the number, we will define

the campaign is successful if the number is increased in a certain extent.

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5.7 Mobile Marketing Recommendation 1 - Message (Yanjie Yang 12837302)

5.7.1 Right customers

A) How targeting buyers

Our target buyers are those family with kids who shows great interest in the health of the

children, who would like to prepare a healthy lunch for the kids and let them eat healthy

snacks, or for those kids who are allergic to cereals/gluten/nuts. Most of the kids do not have

the actual purchasing power and might not have their own mobile phones as well, so the

actual right to buy is in the hands of parents. I believe most of the family parents have their

own mobile phones and should be able to receive text messages.

With a worldwide use of mobile phones and there’s no internet requirement for sending and

receiving, SMS text messaging is the communication tool that has the greatest reach around

the world. Given an example of Vodafone’s marketing message (see appendix), the entire text

message is an ad, it would include the information of a brand and a product to create a brand

or product awareness, also may include a “call to action” which might be a phone number or

a link to the product web page. Some of the SMS may also include an unsubscribe option,

while some may not, herein I would like to suggest Happy Snack do not provide the

unsubscribe option. Moreover, the cost of SMS marketing is relatively low and this method is

very cost effective. In addition, it is stated that SMS marketing could also help to improve

customer engagement as SMS is created as social (BurstSMS 2018). As a text message could

be widely spread, it is also useful to deliver a good word-of-mouth and further stimulate

sales. However, SMS marketing does have some disadvantages and limitations, for example,

editing word limitation of the message content, or could be blocked by the receivers.

As a result, once the parents registered to be receivers or subscribers, although they might be

very busy looking after the kids and going for work, parents might get attach to the messages

during the fragmentation time when they wake up, or when preparing a lunch box for the

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kids, or waiting for the kids to go to school, or the time of the evening entertainment. By

simply click on the “call to action” link in the text message, parents are able to go to the

official website and purchase the products conveniently online. On the hand, parents may go

shopping with their kids, a SMS message may give them a product impression and attract

their interest to purchase when going to the supermarket.

B) How targeting non-buyers

Our non-buyers are defined as those who are not interested in kids health and healthy snacks,

they may had never purchased any Happy Snack products or never registered to become a

subscriber.

As SMS can immediately attract readers and trigger a response, this makes it an ideal channel

for companies looking to attract customers' attention. Regards to the appendix table, people

usually use their mobile phones when they just wake up, or wait or watch TV, additionally,

another behavior report found that consumers usually spend twice as much time on their

phones as they think (Andrews S& Ellis DA& Shaw& Piwek 2015). Thus Happy Snack

could use SMS campaign attracting new customers.

Although non-buyers may not be subscribers, Happy Snack could still master these customer

information through some channels. Before these non-buyers received any messages from

Happy Snack, they might never heard about this brand and do not have any purchase

intention. By sending up ad messages, some of the non-buyers might be attracted and gain

some purchase intention on these products, and further become buyers.

5.7.2 Right messages

A) How will you target buyers with these messages?

A marketing message is what grabs the prospect’s attention, tells customers how the product

can solve their problem, why they should trust it, and why they should choose to purchase

and all other choices they might have. Hence, how to design the SMS content to deliver these

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messages to the customers and make them accurately being received is especially

important.As target buyers are our existing buyers, it is necessary for us to keep the

relationship and maintain the customers, additionally improve the customer loyalty and

motivate sales. In the following paragraphs, I would like to design multiple SMS messages

content aim for different goals for our target buyers.

Goal 1: Sales Promotion

Description: Weekend Bonus! Thanks for being with us, enjoy 5% discount for all our

product range at any stores. Purchase online at: https://happysnackcompany.com.au/

Current customers are the most qualified customers, and are very likely to purchase again,

Happy Snack can use SMS campaign to deliver the discount messages to the buyers and

stimulate them to buy again.

Goal 2: New Product Launch

Description: Don’t miss out, our new product xxx is coming! With $5.99, you will be able to

taste a new feeling. Get more information on: https://happysnackcompany.com.au/

The duration of your SMS campaigns varies based on what you promote. For example, if you

are launching a product, you might run a short-term plan that lasts for weeks (Elkin,N.&

Pasqua,R. 2012). Happy Snack could design this message and send it to the subscribers 2

weeks before the product is officially released.

B) How will you target non-buyers with these messages?

As the target non-buyers might never heard about Happy Snack or had never try these

product, the priority objective is to deliver the brand and product information to the non-

buyers and attract non-buyers to become buyers.

Goal 1: To deliver brand awareness and create product image

Description: Welcome to Happy Snack. We want to offer you a new range of healthy snacks

for your kids daily lunchbox, with 100% guaranteed nut free and gluten free, keep your kids

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safe from allergy. See more information on: https://happysnackcompany.com.au/

Based on the healthy snack category, currently there are a few competitors and there is still

some area for exploration, thus the message content could be decide for market exploration.

Happy Snack could edit the message include the products’ basic information and emphasis on

its unique selling points, in order to enhance brand awareness and create a image of natural

and healthy.

Goal 2: Events to Attract Leads

Description: We want you and your family to enjoy an happy weekend, bring your kids

together and participate our event.The top 100 people who come to participate can get free

snack samples. Register at: https://happysnackcompany.com.au/

Hosting some outdoor activities and offering free samples can effectively attract new

customers. These activities could also provide opportunities to interact face-to-face with these

non-buyers and hopefully after they trying the free products, they will like and come to buy.

5.7.3 Budget

As we mentioned before, SMS marketing could be widely spread with comparatively low

cost and SMS is a very cost efficient marketing method, SMS marketing will not request for a

large amount of budget. Except a payment of $5-$25 per keyword used, texts will cost

approximately $0.05 per text. Most of SMS marketing companies offer packages which

include a fixed amount of text messages you can send (2,000 and up) as well as a handful of

keywords (2-10) for a monthly fee. In conclusion, the cost of the SMS marketing might

include an expense of keyword and text fee.

Cost per month = $20 (keyword fee)+5000*$0.05= $270 (estimated 5000 subscribers)

5.7.4 How will you measure, evaluate, and define success

There are five popular online metrics to measure the performance of the SMS marketing.

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1. Delivery rate: The delivery rate tells the percentage of SMS messages that were

successfully delivered among the total subscribers. Delivery rates may vary due to a

variety of factors such list size, message frequency and pre-paid phone composition

(cecchetto 2018). In order to evaluate and define a success, Happy Snack’s SMS should

obtain a high delivery rate.

2. Open rate: Open rate is a measure of how many subscribers on an SMS contacting list

open a particular SMS campaign after receiving it, normally expressed as a percentage

(cecchetto 2018). A high open rate means a large percentage of subscribers open the

specific campaign, thus a successful SMS campaign should reach a high open rate as

well.

3. Opt-out rate: The opt-out rate tells us the percentage of recipients who opt out after

receiving a text message campaign. The high opt-out rate for SMS campaigns may

indicate that an incorrect audience has been targeted or that the content within the SMS

has not delivered value to your audience (cecchetto 2018). A successful SMS campaign

should result in a low opt-out rate.

4. Click through rate: The click through rate could help to measure the percentage of

subscribers who click on that “call to action” link redirects to more pages where they

might purchase the items or learn more about products or services. A successful SMS

campaign should have a high click through rate.

5. Conversion rate: Conversion rate shows the percentage of receivers who take any

valuable action. The reaction can be a purchase, registration, phone or a simple page

view (cecchetto 2018). A successful campaign also required a high conversion rate.

For offline metrics, currently the main distribution channel for Happy Snack is the

supermarket, as a result, the most intuitive reflect could be the supermarket sales turnover

rate, if the turnover rate and sales go up after the SMS was sent, then the SMS campaign

46

might gain a success. Our product is selling for $5.99, in order to make money on the SMS

campaign, 50 new customers every month are ideally required for Happy Snack company.

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6.0 Budget

The campaign would be scheduled to conduct for three months, totally budget $125,851.

Both Internet marketing and social media marketing count for the largest ratio. In addition,

the budget is likely to focus on the first month, thereby the following two months would be

maintained around $5,000-$7,000. Based on the ROI, the cost is approximately $21,010

($125,851/ $5.99). Successfully, the ideal profit would reach to at least $21,010 after

advertising.

7.0 Conclusion

In conclusion, happysnack conveys the prevailing products and insights for the segment for

the target market. Regarding the healthy snack partitioning, the business can be developed via

different digital media approaches. For internet marketing, Pre-roll ads are effective internet

marketing techniques, banner ad will help potential buyers to maintain their memories and

increase exposure rate. On the other hand, with the wide usage of mobile, advertising on

mobile, such as message, is the timeliness for getting consumer notice. Especially, the QR

code provides the convenient options for Happsnack company to promote the product, herein

collecting the consumer data for future business. Finally, with the increase usage of social

media, it is the crucial part of the firm to engage with the loyal consumer, even the non-

buyer. Brand awareness can be improved as well.