Design a Marketing campaign using the following tools:
Michelle_Michy
20200524151525the_grouds_cafe1.pptxThe Grounds Bookstore & Cafe
Team 2
Marketing 544
Professor Wirth
5/21/2020
Introduction
Background
Database Marketing
Target current consumers
Determine potential consumers
Develop marketing methods
Past purchases
demographics
According to Clow and Baack (2016), “Database marketing involves collecting and utilizing customer data for the purposes of enhancing interactions with customers and developing customer loyalty” (p.307). Database marketing utilizes the storage of information based on consumer traffic, purchases, and other information in order to create personalized communications for direct marketing strategies and other marketing methods such as promotions, etc. The store’s database of its 2,500 consumers could help the store learn if they are reaching their current, target consumers and markets. Furthermore, it could illustrate opportunities to expand to other potential consumer groups. These types of databases help to keep track of the demographics of consumers and their previous purchases. This information is then used to create personalized, direct correspondence in order to increase sales. The Grounds could use their database information to help reach their target markets, such as bibliophiles, church members, community members, students, business professionals, and coffee drinkers. Furthermore, since they are located within a city the market would be more responsive to modern, clean types of marketing visuals and ads. One way The Grounds could enhance their database marketing would be by creating a loyalty program. This would allow them to track the purchases of consumers in order to determine favorite products and which products might do better with helps from promotions. Combined with database marketing, their direct response marketing method will be more effective.
Image Retrieved from Creative Commons.
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Direct Response Marketing
Direct correspondence
Hashtags
Texts
Clow and Baack (2016) states, “Direct response marketing involves targeting products to customers without the use of other channel members” (p.320). This means that the marketing strategy cuts out the middle man and sends personalized correspondence directly to their current customers and what their database has determined to be a potential customer. The Grounds at the Meck already utilizes social media to interact with its customers. However, they could improve their direct approaches by utilizing hashtags on their Instagram and Twitter accounts in order to receive more hits to their pages and such entice potential consumers (The Grounds, 2020). The hashtags would also allow their current customers to be able to track their promotions and such more easily as well. Other types of direct response marketing methods include mail, email, and text messages. Mail could be sent to previous customers about deals or new events. Or, to those living in the vicinity of their location in order to entice more foot traffic. Emails could be sent to consumers using previous purchases database information. These emails could be similar to how other bookstores reach out directly to consumers. For example, if a consumer recently ordered a horror book then an email could provide information to other books they may enjoy. Or, for the coffee drinkers they could send information about other coffee beans they may enjoy based on the database information. Texts can be sent to consumers to help introduce promotions, and receive feedback through surveys or offer loyalty program rewards for their next visit. Or, for The Grounds, the text messages could explain how the customers’ purchases are currently making a difference through the missions they support. These marketing strategies combined with consumer promotions would help to increase sales for this company and allow them to more effectively hit their target markets.
Image Retrieved from Creative Commons.
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50% OFF ONE ITEM
BUY 9 GET ONE
NEW MEMBERS GET 20% OFF
BUY BACK BOOKS
Businesses are always look for new and inventive ways to offer consumers incentives or promotions to purchases their products. According to Clow and Baack (2016), “Companies offer consumer promotions directly to customers and potential customers. Consumer promotions are aimed at those who actually use the product, or end users.” With the case of The Grounds Bookstore & Café, there are many different promotions that they can use to increase their sales and overall customer database. The Grounds Bookstore & Café currently have an online book club. (The Grounds, 2020) They could offer anyone in the book club a discount of 50% at the end of the book and a 20% off for new members on the current book. In the cafe they can create coffee rewards cards where if the consumer buys 9 cups, the 10th one is free. They could also start a buy back program, where any loyal customer could bring back a book that was purchased at The Grounds and earn credit towards new merchandise.
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Contests and Sweepstakes
Companies currently spend over 1.9 billion dollars on Contests and Sweepstakes for their business. (Clow and Baack 2016) While there is a difference between contests and sweepstakes, the general idea of a consumer winning is the same. Contests are set to drive consumer interaction where sweepstakes are typical of entering once to be included in the drawing. At The Grounds Bookstore & Café a social media contest would improve not only their followers but improve their brand awareness. The contest could be simple to where they giveaway a book or a gift certificate. On social media a contest could be set up to where consumers would have to do just a few simple steps: like their page, share the post, like the post and answer or post a picture depending on the contest. The key for any strong social media contest or give away is consumer interaction. Getting consumers to promote the business for the company is very beneficial.
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The Grounds Bookstore & Cafe’ Sponsorship
Objectives
Enhance Its image
Increase Its Visibility
Showcase specific goods and services
Develop closer relationships with current and prospective customers
The Grounds Bookstore & Café Sponsorship
Sponsorship Marketing is when a cost for a particular person, group, activity, or thing is paid by a company for it to occur for a special event (Clow & Donald Baack, 2016). It is the in-kind support of activities (Friedman, 2019). This type of sponsoring can help a company enhance its image, increase its visibility, showcase specific goods and services, and develop closer relationships with its current customers as well as prospective customers (Friedman, 2019). The Grounds Bookstore & Café is a unique bookstore that is situated on the campus of a church (The Grounds Bookstore and Cafe, 2020).
With one of the missions of the Mecklenburg Community Church (Meck) being to partner with the community in providing spiritual support, a great sponsorship would be to assist with the local food bank. The food bank provides food items to those in the community with a special focus on families with school-aged children.
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The Grounds Bookstore & Cafe’ Event
Objectives
Branding and Awareness
Educate prospective customers about the product and/or service
Lead Generation
Showcase specific goods and services
Interact with customers on a personal level
The Grounds Bookstore & Café Event
As it is with sponsorship marketing, event marketing is used to promote a company’s brand, product, or service by hosting an event. Different from a sponsorship, event marketing usually is paid entirely by the company; therefore, it is the host of the event (Clow & Donald Baack, 2016). Event marketing, based on research, has proven to be a highly effective way for a company to not only bring awareness of its brand or product, but also to educate prospective customers about its products or services (What is Event Marketing, 2020). Companies are able to collect information from attendees that will provide leads as to how to communicate with them later in an effort to motivate them to purchase the product and/or service (What is Event Marketing, 2020). Because the Grounds Bookstore & Café’ believes in assisting children and have been involved in various community affairs and partnerships with the local school system, an ideal event to host is a “back to school” bash. With the recent pandemic crisis and the many uncertainties involving school-aged children, hosting such an event will not only help students but it will also promote the mission and vision of the café’ and its purposes.
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Corporate Social Responsibility
Corporate Social Responsibility (Cont.)
Conclusion
References
Clow, K.E., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications (7th ed.). Boston, MA: Pearson
Friedman, S. (2019, October 7). Why Your Marketing Plan Should Include Sponsorship. Retrieved from The Balance Small Business: https://www.thebalancesmb.com/sponsorship-a-key-to- powerful-marketing-2295276
The Grounds. (2020). The Grounds: Bookstore and Café. Retrieved from http://thegroundsatmeck.com/
What is Event Marketing. (2020). Retrieved from Instapage: https://instapage.com/what-is-event-marketing
References
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