Digital Marketing WK5
2
Kitchen iAid iBrand
Milestone iOne: iCampaign iOverview
Digital iAdvertising i21EW5
SNHU
Terrell iMcGhee
5/16/2021
Digital iCampaign iStrategy ifor iKitchenAid iBrand
Executive iSummary
KitchenAid iis ia iUnited iStates-based iappliance iknown ifor ileveraging ibest-in-class itechnology ithat idevelops iproducts iuseful ifor inovice ichef’s imost ichallenging ikitchen iproblems. iThat iis iwhy iit iis inecessary ito iadopt ia idigital icampaign istrategy icustomized iwith iadvanced itechnology ito iensure ithe iKitchenAid ibrand isells itheir iappliances iand iadvertises ithem imore icomfortable ito iattract itheir iexisting iconsumers iand inew iones. iThe iprocedure iinvolves i integrating isocial imedia iplatforms iand iutilizing iinfluencers ito ihelp ithe ibrand ireach imillions iof ipeople iin ithe iUnited iStates iand ithe iglobal imarket. iThe istrategy iwill ihelp ienhance iawareness iof ithe iKitchenAid ibrand iamong ithe imillennials iand ithe itarget iconsumers, ibuilding iits ireputation ito ia ihigher ilevel.
Key iTakeaways
KitchenAid icompany ihad idone iprevious icampaigns, iand iit iwas ievident ithat inumerous ipeople iand iage igroups iwere iutilizing ithe ibrand’s iproducts iaround ithe iglobe. iThe iprevious icampaigns itargeted iolder iindividuals. iThe ifindings iwere inot iso iwell itargeted isince imost iof ithe ipeople iwere i55-years iof iage, irepresenting i40% iof ithe itotal itarget iconsumers. iThe iKitchenAid ibrand ialso iutilized iPinterest iand iInstagram ito ishowcase itheir iproducts. iThe iprevious icampaign ireported ia i9% iincrease iin ismoothie iconsumption, iwhich iindicated ithat imillennials istill ivalue ismall isnacks ithan ibig imeals iwhen icooking. iThe istudy ialso idepicted ithat imillennials ilove ikitchen iwares ithat iare iversatile iand ican icomplete imore ithan ione itask.
Recommendations
KitchenAid ibrand ineeds ito istrive ifor iits igoal iof iattracting imore iclients irather ithan ifocusing ion imillennials ionly. iWith ibetter imarket istrategies, ithe ibrand ican ispread iits iwings iand ilure inew iclients iand iretain ithe iold iones iwith iits ivariety iof ikitchenware iproducts. iIt, itherefore, imeans ithe icompany iinvest iheavily iin igaining iaccess ito iother isocial imedia iplatforms isuch ias iFacebook, iTwitter, iand iLinkedIn ito ishowcase itheir ikitchenware iproducts iand ithose ion ioffers ito igain itrust ifrom ithe ipublic iand iacross ithe iglobe. iFrom ithe iprevious icampaigns, iit iwas ievident ithat imost iconsumers (40%) iwere iabove i55-years iold. iThe istrategy ithat iwill ibe iemployed iwill igenerate ichange iand ifocus ion iyounger iand imiddle-aged iindividuals iwho ihave ia igreat itest ion imarket itrends iand iare iout ithere ilooking ifor iunique ikitchen iitems ithat iare icost-effective iand idurable iat ithe isame itime.
Channel
The inew idigital icampaign iplatform iwill iinvolve ithe iintegration iof isocial imedia iplatforms iand iutilize ithe iinfluencers. i Because iof ithe icontemporary isociety iwe ilive iin, iyoungsters iand imiddle-aged iindividuals iare iwell-versed iin inumerous isocial imedia iplatforms. iMany ikinds iof iresearches ihave ialso isupported ithe iassumption ithat i70% iof iinternet iusers iare imiddle-aged ipeople iand iyouths (Chung iet ial.,2020). iSo ithe iutilization iof ithese iplatforms iwill ibe ifundamental ifor iKitchenAid ito iachieve iits idesired igoals ion itime.
One iof ithe iclient’s igoals iwas ito iattract iyounger iaudiences ifor itheir iproducts ito imake itheir icampaign imove iforward. iThe iintegration iof isocial imedia iplatforms isuch ias iLinkedIn, iFacebook iand iTwitter iwill iattract ithe itarget iaudience iand iincrease iawareness iof iKitchenAid iproducts iamongst iyoungsters iand imillennials. iAs ia iresult, iit iwould ileverage iKitchenAid’s iversatile iline iof icountertop iproducts ito iappeal ito ithe itargeted iconsumers. iMoreover, ithe istrategy iwill ialso iensure ia i10% iincrease iin isales ion iKitchenAid’s icore icountertop iproducts. iiLinkedIn iwill iprovide ithe ibrand’s iproducts iare ipromoted ithrough ithe ibrands ipage ion iemails, inewsletters, iand iblog iposts. iIt iwill ialso inotify ithe ibrand’s istaffs ion icrucial iposts ito ienhance ithe iorganic ireach iof ithe itarget ipopulation.
iFacebook iwill ihelp ithe ibrand ito ihave ia iclear iobjective iand istrategy ifor ithe idesired iaudience. iThe iFacebook iapplication iwill ienable ithe ibrand ito ipost ivisuals iand ivideos icontaining itheir iproducts iwhich iwill ihelp ithe iconsumers ihave ienough itime ito icomment iand ishare ithe iproducts ito iother ichannels. iAs ia iresult, iit iwill ihelp inurture ivaluable irelationships iwith ithe icustomers. iTwitter iis ialso ia isocial imedia iplatform ithat iproducts ican ibe ieasily ishared, iand ithe icompany ican ireceive ihelpful ireviews ithat iwill ienable iit ito imake inecessary iadjustments. iApart ifrom ithe iabove isocial imedia iplatform, iwe iwill ialso iwork iclosely iwith ithe iinfluencers isince ithey ihave imany ifollowers iinterested iin ithe iproducts (Porwal i&Borgaon i2019). iThe icompany ialready iutilizes iInstagram iand iPinterest, iand iwe iwill ialso iconduct ia ithorough irevision iin ithat iplatform iand imake inecessary iadjustments.
SWOT iof ithe iDigital iCampaign iStrategy
Strengths
Through ithe iactive iparticipation iof ithe icommunity, ipeople ithrough ithe isocial imedia iplatforms ithrough itheir icomments iand ifeedback iconcerning ithe iproducts. iWith ithe iuse iof isocial imedia itools, ithe ibrand iwill iidentify iits istrengths iand idefects (Gielens & SteenKamp i2019).
Weakness
It iis ihard ito idetermine ithe iexact inumber iof ipeople iwho ihave iviewed ithe iproducts ior iif ithe itarget icustomers iare iinterested iin ithe idesigns ior imodels iof ithe iproducts iwithout igetting ifeedback ifrom ithem. iIt imakes iit idifficult ito imake iany iadjustments iwithout iconsumers ifeedback ior ireview ion ithe iproducts.
Opportunities
With ithe iuse iof isocial imedia iplatforms iand iinfluencers, ithe icompany ican igain inew iinterested iindividuals ion ithe iproducts. iIt imay ialso iexpand ithe ireputation iof ithe icompany, imaking iit ireach iglobal imarkets.
Threats
The ipotential ithreat iwith ithe istrategy imay iinclude icompetition ifrom iother irelated ibrands iwho imight iemploy ithe isame iapproach iand isteal ipotential icustomers. iThere imight iarise iethical iconcerns iif ithe ibrand iposts iinformation ior iproducts iwithout igetting ipermission ifrom ithe irelevant iauthorities.
Evaluation iCriteria
As ian iaccount iexecutive, iwe iwill iconduct idigital imarketing iand iKPIs ito iassess iand itrack ithe iperformance iand iproductivity iof ithe ibrand imarketing icampaign. iThe itools iwill ihelp ius ienhance iKitchenAid iproducts iand iservices iand ievaluate ithe ioutcome ithat iis iuseful iin idetermining ithe ifirms igoals imeasure iperformance ibased ion ithose iobjectives. iWe ican iselect ithrough ireturning ivisitor imetric, ifirst ivisit imetric, ibrand iawareness imetric, iROI, iand iIncremental isales (Saura iet ial., i2017). iAlso, ithrough iWeb iTraffic isources, ipurchase ifunnel, itotal ivisits, icustomer iattrition, iLTV, iLTV: iCAC, iCAC, iCTR iand ialso ithrough iresponse irate iwhich iwill ihelp ithe ipersonnel iinvolved icome iup iwith iaccurate istatistics iconcerning ithe ibrand’s ifeedback (Saura iet ial., i2017).
References
Chung, iT. iL. iD., iKim, iK., iLee, iA., iHurst, iJ., iNiehm, iL., iFiore, iA. iM., .. & iTang, iL. (2020). iEmpowering iWomen iand iMinority iDirect iSellers iThrough iIntegrated iDigital iMarketing iStrategies: iAn iIntersectionality iPerspective. iThe iJournal iof iBusiness iDiversity, i20(4), i94-112.
Gielens, iK., & iSteenkamp, iJ. iB. iE. (2019). iBranding iin ithe iera iof idigital (dis) iintermediation. iInternational iJournal iof iResearch iin iMarketing, i36(3), i367-384.
Porwal, iR., & iBorgaon, iH. (2019). iRole iof iDigital iMarketing iin iRetail iKitchen iAppliances iIndustry iof iHubli. iRVIM iJournal iof iManagement iResearch, i21.
Saura, iJ. iR., iPalos-Sánchez, iP., & iCerdá iSuárez, iL. iM. (2017). iUnderstanding ithe idigital imarketing ienvironment iwith iKPIs iand iweb ianalytics. iFuture iInternet, i9(4), i76.