Whether or not you are marketing yourself or a brand, you must define your objectives and strategizes to achieve your marketing goals. The objectives and strategies you outline act as a guideline for creating all the integrated marketing communications for a particular campaign.
For this week’s assignment, I choose to help out a friend of mine and create marketing elements and further the social footprint for their dog supplement company.
DOGGONE BEST PRODUCTS USA (DoggoneBestUSA.com is coming soon!)
Doggone Best Products is a pet supplement company dedicated to the health and happiness of your four legged friends. Let’s take a closer look at the company and their marketing strategy.
- Further awareness of Doggone Best Products
- Create and further Doggone’s social footprint keeping the brand message, look and feel of the content consistent yet customized for each platform
- Create and distribute email communication for their newest product, a 5 million count Probiotic
- Update product information on Amazon
- Create Pinterest account to target women
- Pin health tips for senior dogs, the right amount of exercise your dog should be getting, and tips for weight management
- Pin boards that further promote the Doggone brand and doggie parent interests
- Target customers that have previously purchased the Joint Supplement with product information regarding the new Probiotic supplement
Let’s take a look at the IMC elements created to promote and market Doggone Best this week!
Doggone Best had two different formulas for their joint supplement. After many focus group testing’s with beloved pets, the original formula which was chicken liver flavor won out over the beef flavored formula. To market that the original formula will be in stock as of October 6, I crafted position statement about it being back by ‘Paw’pular demand and the discontinued use of the beef flavored supplement.
BACK BY ‘PAW’PULAR DEMAND: Your furbabies have spoken and we listened. We are exclusively offering our original joint supplement formula that your dog loves so much!
Pinterest: Created the entire Pinterest footprint for Doggone this week
I created 8 boards for Doggone this week, and many more will be added in the future – but it’s a great start in creating a pet loving community for Doggone Best. The first set of pin boards are creative ideas for fall images with your pups, Pet Care with a focus on joint health for senior dogs and weight management, inspirational quotes about dogs, and of course a board about puppies is cuteness overload!
In the previous week’s lesson for integrated marketing platforms, we studied email marketing. Email marketing is not dead and is a great way for companies to boost sales and distribute the latest product information and sales to their consumers.
Email is the most dominant way of sharing information. Back in the day, one of the best parts of logging onto AOL was the knowledge that after minutes of agonizing squeals, you’d be treated to that wonderful phrase, “You’ve Got Mail!”
If you stop to think about it, email has become a mainstay for most businesses and how the majority of business communication is conducted. Email has replaced faxing documents as well as replaced many face to face and telephone communications. Email makes it easy to document communication, and reference it at a later point in time if necessary.
More than one in five people worldwide use email. That’s about 1.9 billion people. It’s predicted to increase to 2.5 billion email users in the next 2 years. Yup, email’s popular. The Radicati Group, who came up with that info, also reckon that the world sends about 294 billion emails daily. 192 billion emails sent daily, that is an incredible amount of electronic communication!
Here is a screenshot of the email I designed that went out to Doggone’s distribution list. The two main points of the email is to promote the Probiotic and drive customers to connect to Doggone’s social sites. The email also reminds the audience of the free shipping and returns feature when ordering.
The strategy for this social channel is to continue to update the main content of the page including updating the brands imagery. For example, the use of the image with the golden retrieving the stick is the same image that was prominent in the email communication. I’ve also set the social post strategy for the next coming weeks that will drive to Doggone’s Pinterest board, promote the buy 2 promo offer, as well as posts that promote the overall health and care of your pet!
I encourage everyone to follow Doggone Best on Facebook and Pinterest as their social footprint grows in the world of happy, healthy furbabies!
And, don’t forget to check out these great pet videos!
Thanks for tuning in this week!