7-1 Final Project
MKT-335
Joshua Levasseur
Southern New Hampshire University
We've been requested to assist KitchenAid in making use of digital's exceptional
targeting options so that it may provide customers with goods tailored to their particular
requirements. KitchenAid is an American appliance manufacturer recognized for its cutting-edge
kitchen gadgets that may assist any cook, from amateur to expert, in overcoming1some of the
everyday obstacles they encounter in the kitchen. The vast selection of countertop appliances
offered by the company is a major selling point. The company's attention to each new product
introduction is a cornerstone of the operation; on average, a new product is introduced on a
weekly basis.
The "Health nut" demographic includes people of every age and phase who are
passionate about eating well and realize that preparing their own meals within their own homes
is the best method to do it. "The Tasty Chef," often a female between the ages of 25 and 45 who
gets her cooking mojo from the great dishes she sees on the internet. Finally, "Kitchen Pros"
refers to experienced chefs aged 30 and above. KitchenAid has always invested in broad, brand-
building advertising initiatives. They discovered that their social audiences skewed older than
their target demographic, with 40% of viewers being 55 and over, based on data from previous
campaigns.
Key Takeaways
In contrast to last year's general approach, this year's advertising will focus on individual
items. KitchenAid's goal with their digital marketing is to cater to the specific requirements of its
users. In addition, this year, they place a premium on reaching out to the millennial generation to
increase brand recognition. KitchenAid hopes to see a 10% boost in sales of its countertop goods
by capitalizing on significant takeaways from previous campaigns, such as the 9% growth in
smoothie sales and the appeal of meal prep among millennials.
SWOT Analysis
I find it useful to conduct a SWOT analysis of the brand before emphasizing the new
campaign strategy. This allows me to identify the brand's strengths so that I can put them to good
use, as well as its weaknesses and threats so that I can be ready for them as I move forward.
Strengths:
Respected all over the globe.
Wide variety of goods to choose from.
Use of a product across generations.
Superbly crafted goods.
Weaknesses:
The intended audience was not reached.
Market is oversaturated; there are many rivals.
Cost
Opportunities:
More and more young people nowadays are cooking their own meals at home.
Enhanced machinery.
Entering the market for pre-prepared meals.
Threats:
The price of materials has increased.
Less expensive alternatives.
Recommendations
The NPD Group reports that an increasing percentage of households headed by
millennials are purchasing and using small kitchen appliances to prepare more of their
meals at home. The Stand mixer and, more significantly, its many attachments, allow for
limitless culinary exploration. "Health Nuts" may take charge of their nutritional intake
by preparing their own meals from scratch using only the highest quality products. The
"Tasty Chef" can master any dish, and the "Kitchen Pro" can prove themselves as the
most welcoming host ever by whipping up a batch of handmade pasta. The "Precise Heat
Mixing Bowl" and juicer attachment provide the smoothie fans and meal preparer with all
they need to make healthy, delicious meals quickly and easily. Even if the mixer seems
too complicated for a first-time cook, a blender from that company would be useful for
anybody interested in meal prepping or smoothies. However, for the busy person who
still must eat, they also sell slow cookers.
A brand's personality should reflect what's important to today's youth. Instead of
emphasizing the brand itself, businesses should highlight the special relationships they've
built with their customers. By putting the focus on the person, you validate them, and in
turn, they validate your brand. Rather than trying to force a sale on Millennials, material
that succeeds in reaching them demonstrates the benefits of the product being promoted.
Compelling content demonstrates a brand's individuality and voice in a way that
resonates with Millennials on an intellectual or emotional level. Companies that care
about doing good in the world and for the community should be particularly forthcoming
with this information.
Channels
Let's look at the campaign's intended outcomes. 1) Sell niche items that cater to
special requirements of end-users. 2) Try to appeal to the millennial generation. 3) Enjoy
a 10% rise in sales of counter items. After analyzing KitchenAid's YouTube channel
(with 57.4K subscribers) and Pinterest account (with 122.7K followers), I've concluded
that these two social media sites are ideal for reaching our ideal customer. When it comes
to driving social traffic to a company's website, Pinterest is a powerful tool. Updated
SEO keywords in pin descriptions, together with original material highlighting important
advantages of certain countertop products and their features written in precisely the same
vernacular as target audiences, will strengthen the brand's Pinterest presence.
YouTube is ready to serve as a consumer information resource since it is the second
most popular search engine online. By consistently uploading helpful information to their
YouTube channel, they can help customers better understand how each of their
countertop products may benefit their lives. A great way to provide that missing value is
to demonstrate innovative techniques for preparing food and detailed instructions for
making delicious dishes. The success of the video's content may be gauged by counting
the number of times it's been seen, but there's more to it than that. If used correctly, these
social media outlets have tremendous potential. Participate actively in online discussion
forums and pay attention to feedback from target demographics. The objective is to
harmonize the brand with the social identities of the target market. Lastly, I believe
securing a stellar endorsement contract would be a great addition to this campaign in
preparation for the upcoming launch.
Evaluation
With this campaign, we1hope1to draw attention to Kitchen Aid. During this campaign, we
are tasked with accomplishing the following objectives:
Products tailored to meet the special requirements of individual consumers.
Reach out to the millennial generation. An ambitious online marketing strategy
will be used to get the interest of the Millennial demographic while yet retaining
engagement and appeal with the Generation X demographic.
Improve sales rates1by 10%. Remember that every distribution method plays a
crucial role in driving sales and cooperating in a unified effort.
The digital campaign may be thought of as having three distinct stages. At each stage of
the campaign, I will detail how I plan to utilize each marketing channel to achieve my overall
objectives. How will we know whether the material was successfully delivered to the intended
audience through each channel?
In starting, consider phase one to be our prologue. It's where we'll announce the
campaign's new features and recognize the brand's achievement in its field. I plan to release a
fantastic video advertisement. It aims to tug at the audience's heartstrings by following many
different people from their childhoods forward. Defending the incomparability of restaurant fare
to a home-cooked supper. The first morning of school was greeted with a stack of warm waffles.
When we were in high school, we made our first efforts at making a romantic lunch for our love.
Making smoothies and meal prep helps us survive the hectic college schedule to the point that we
carry on the art of lovingly preparing meals for our own families. The money raised this year will
go toward helping those families who really need it. Both the KitchenAid website and YouTube
would serve as excellent launchpads for this film. The video-sharing platform YouTube will also
serve to boost site visits. Gen X has a deep appreciation for the past and a penchant for brands
with a moral compass. Both goals may be accomplished by watching this clip. We will tease the
recently launched flexibility alternative and the benevolent spirit that comes with this maturation
campaign through eye-catching banner advertisements adorned on websites of large purveyors1in
the digital age, such as Amazon and Google, and leave the culinary world wanting more. The
goal of display advertisements is to raise brand recognition among the target demographic.
Within the first phase, we will know whether we are successful in reaching our target audience
of millennials and foodies through monitoring the click-through rate (CTR), cost-per-
engagement (CPE), and number of video views.
In phase two, we'll let social media do what it does most effectively while working1to
deliver content that will keep people talking about the campaign and invested in its progress.
KitchenAid plans to update its Pinterest page by posting images of its countertop appliances in
unique color schemes. Our second objective, presenting unique items that address certain
requirements, will be advanced by the fact that each board will be devoted to a different
appliance and its capabilities. Featuring mouthwatering displays of delicious ideas for meal
prepping, baking, and more. We need to re-ignite consumers' interest in these items. Cooking
experts, foodies, and health nuts will all find new ideas to try. We can gauge our visibility and
performance by tracking the number of repins, the percentage of clicks going to the KitchenAid
site, and the number of individuals who view our pins. One thing I'm looking forward to about
this year's campaign is enlisting the support of influential people. Getting notable personalities to
promote this product shouldn't be difficult, what with the significance of the anniversary and the
excellent purpose associated with it. The older demographic of our target audience will be
reached by airing ads during prominent Food Network shows and morning television-
type1programs, but the notoriety will undoubtedly spread to social media platforms to reach the
younger1age demographic as well. Key performance indicators might include view duration and
cost per view. There will undoubtedly be an increase in visitors to the KitchenAid website
because of all this talk about the brand. The website will have a user-friendly customizing
interface that will keep them interested and give them a voice. You'll be able to read about other
people's experiences with the product, provide your own thoughts, and discover innovative uses
for it on a blog. There will be telltale signals of success in the shape of conversion rate, bounce
rate, and subscription rate.
Rationale
If utilized correctly, these social media networks may be very useful tools. Participate
actively in online discussion forums and pay attention to feedback from target demographics.
The objective is for consumers to see the brand as reflective of their own social identities. The
third phase will consist of watching and listening to the community for feedback. Providing
timely feedback as a gesture of gratitude to customers and viewers. Create a sense of
appreciation for your audience by satisfying their needs. The qualities of honesty and
dependability are universally appreciated. It's incredible to purchase a high-quality item, but it's
extraordinary to have equally impressive after-sale support. Providing our own product
evaluations and how-to videos on YouTube will inform and make consumers more invested in
the product, and we will measure the number of views and the cost per interaction as our key
performance indicators. You may add a personal touch that demonstrates your respect for your
audience by reading other people's private evaluations and responding to them to solve problems
or express gratitude.
Content Plan
The purpose of this campaign is to raise millennials' familiarity with KitchenAid goods,
improve sales of the company's core countertop items by 10%, and increase brand recognition.
They're looking for solutions that can cater to a wide range of user profiles with common
interests, such as "foodies" and "home chefs." For them, food is more than just sustenance; it's a
symbol of their culture and identity, and they're eager to show it off to their friends and
neighbors.
The KitchenAid brand may benefit greatly from using the platform provided by Facebook
because of the many ways in which the brand can interact with and be introduced to Facebook's
user base. KitchenAid will be able to advertise its items to Facebook users by posting images of
its wares and recipes that include them. Facebook's live function is a great way to interact with
and captivate your ideal customers by showing them how to utilize a variety of KitchenAid
goods. In my opinion, this will encourage more people to become brand champions and visit
your website.
Utilizing a YouTube channel allows you to share instructional videos, such as those
demonstrating how to use the various KitchenAid attachments, commercials showcasing how
KitchenAid products are used and enjoyed by consumers, and recipe videos made with
KitchenAid appliances.
By allowing users to share stories, events, advertisements, and other material, Facebook
creates a unique environment for each user while respecting their privacy. On this same network,
you may make contributions to many distinct forums. The information on your Facebook profile
is used to tailor and individualize your Facebook experience. To familiarize you with the many
services provided by Facebook-using companies, Facebook will display advertisements, deals,
and other sponsored material. Facebook receives funding from its business partners who pay to
have their content shown on the platform. Facebook has designed its services in such a way that
you are more likely to find value in the sponsored material. You have complete control over how
public or private your Facebook profile is. With the privacy settings, you may choose exactly
who sees your posts by using the audience picker tool. Facebook included suggestions from
users across the globe while designing these settings.
All YouTube users are subject to YouTube's terms of service and safeguards for privacy.
The material, applications, applications, designs, photographs, music, and videos that make up a
user's channel are all integral to the platform's functionality. Links to websites not owned or
operated by YouTube may be included in YouTube's services. The material, terms of service,
and practices of any linked third-party websites are not YouTube's responsibility. If you have a
YouTube account, you can upload videos and leave comments on other people's videos to share
with the world. You acknowledge that your Content will not be treated as confidential by
YouTube. Your Content and the results of its submission and publication on the Service are
entirely your responsibility. All patent, trademark, trade secret, copyright, or other proprietary
rights in and to such Content are hereby licensed to YouTube for publication on the Service
pursuant to these Terms of Service, and you declare, indicate, and justify that you possess or are
entitled to the necessary licenses, entitlements, permission, and authorizations to publish such
content.
There are both benefits and drawbacks to using social media, despite all the advantages
they provide. I think one of the risks of using social media like Facebook and YouTube is the
pressure to constantly produce new material in the hopes of keeping users interested. It's not easy
to stay up to date with the latest news and events while competing with other businesses and
attempting to set yourself apart via your content. I think this setback may have a minor impact on
your firm given your abilities and expertise in the appliance market.
K Aid Brand Campaign 2024
T of Ads
H -To’s
P
C
F
V Commercials
P
R Millennials
I Sales by 10%
S Media
Y Tube
F
X ( Twitter)
P
20% your first KitchenAid
A Integration
F Live Videos
I Advertisements
Messaging Guidelines
The campaign's overarching message must be crystal clear and communicated in a
manner that resonates with health-conscious women aged 25-45 and younger generations. The
message being conveyed ought to emphasize the brand's mission and the campaign's goals—
increasing brand awareness, sales, and customer loyalty—while also highlighting the features
and benefits of the products and demonstrating the range of uses to which KitchenAid countertop
merchandise can be put.
Legal
KitchenAid must consider several ethical and regulatory factors, including the need to
prevent prejudice and to be entirely truthful in all contacts and marketing. Making sure
advertisements and uploaded material are not objectionable is another consideration that should
be given attention.
Short-Term Recommendations
Using pay-per-click advertisements, discounts and promotions, and advertising and
marketing on social media are all ways to improve the campaign. Promotions with time
limitations and price reductions would be part of a well-planned budget. As a result, buyers will
feel more pressured to make purchases before the end of the offer period. The suggestions also
result in a lot of foot traffic from potential customers.
Predictions
Given the massive audience for streaming services,1I believe that versatile multimedia
advertising will continue to expand and exert considerable influence across much of the media
soon. More and more people are opting out of cable and satellite TV in favor of streaming videos
online and watching them on their phones and tablets. In my opinion, the influence of this will
grow to the point where people will solely use streaming services like Netflix and Amazon Prime
to watch television.
Businesses may now more precisely reach their target demographic via social media by
using paid advertising, personalizing their interactions with customers, and implementing in-
depth analytics tracking of their content.
In addition to being abreast of global trends, businesses may employ hashtags and links
to their websites to market themselves. I think that social media marketing will become
increasingly important because it is cheap, simple to implement, and gives companies the ability
to manage their own media feed, allowing them to directly reach consumers through channels
like influencers who promote the company's products and services.
