Bob Beer what's next

The Aim

Considering how to build a new IMC plan for Bobs beer we need to think about the marketing methods that would best fit to the brand. To consider the reasoning behind the objectives and the effect it will have on the business. The first stage, creating a useful list of smart objectives (Chaffey, 2020) that would work for bobs beer. Instead of choosing many different objectives I want to consider bobs beers position as a relatively new company. Selecting very focused objective based on their position and what would help them grow in the new market. (Kosaka, 2020) our main Objectives are:

Brand attitude

To build a social media following and an increase of interaction on our content to help build brand attitude by May 2021. A brands attitude is the emotions, logic and cognitive beliefs combined together to give the consumer a specific impression of a product. It is important that the communications in the Promotional mix leave the target audience with a positive view of the brand.

Market share

Bobs beer’s objective is that by the end of 2021 they have a larger market share gained through economies of scale. being more efficient buying ingredients in bulk and ensuring as little waste as possible. Increasing your market share is an easy way to increase profitability of the business.

Repeat purchase/consumption

To raise the amount of Subscription sign ups or repeat purchases on the website through the IMC campaign, by the middle of 2021. Repeat purchase is when the consumer buys the same products on a regular basis.

The Positioning

Positioning

Considering our target audience, their interests and their motivations and where we want bobs beer to be positioned after this campaign. We want to focus on people knowing that bobs beer is a good quality product made for beer lovers. Looking at positioning this is known as being the psychological place occupied in a certain market as perceived by the customer segment (Dibb, et al., 2018). Positioning is not what is done to the product itself but the image it creates in the minds of the target audience. It’s important that the IMC tools we use reflect quality and also the behaviour that our consumers resonate with.

The Journey

Videos/media (digital marketing)

Social media is going to be the main resource we are using from the promotional mix. This is because a lot of our target audience use social media so this will be a great way for bobs beer to interact with them. Another reason that social media is going to be a huge part of our campaign is that the website is going to be almost the hub all advertising will have a QR code that takes you’re there and all social media advertising used will have links. Following our message We want to display family, and time spent with friends. We aim to show people being brought together by the taste of Bobs beer. We want to show people with a variety of their products from stronger stout beer to flavoured lager’s to show inclusiveness within the campaign.

Print / Image Design

Billboard

For the billboard advertising we want to do something creative that will still focus on our transformational add message. We are using a creative process from covering 4 points Preparation, Incubation, Illumination and verification. our inspiration of this was the BBC billboard for the program Dracula.

Magazine

For magazine advertising I want to create the same effect as the digital marketing and billboard we want to advertise in L'ÉQUIPE which is a French sports magazine. This is perfect for us as one of our target audiences is men who play sport with friends and follow sports such as football and tennis.

This type of marketing will be perfect for the brand, targeted towards our target audience. The advertisement itself will use the same creative process

Measurement

Assessing the effectiveness of ads before they are implemented its important for

· Avoiding Costly mistakes

· Evaluating alternative strategies

· Increasing efficiency of your advertising

· Confirming of objectives are achieved

The main ways that Bobs beer should measure this campaign is Return on Investment. This method goes of how much sales revenue the campaign brings on (Cronstedt , 2018). For example, if this campaign cost bobs beer £7,000 and the sales generated from the campaign was £14,000 the ROI would be £7,000. This is a really good way to measure the campaign because it measures the quality leads the campaigns generate. Another way that we could measure the success of this campaign is by conversion rates, Specifically on the online adverts. The main way that we could asses this is through our print and our door advertising. We would measure the return on investment on the specific beers used within the adverts. This will be the best way to measure the success of our campaign through return of investment. Although bobs beer do need to be carful with return of investment as it does have its downfalls. ROI gives an organisation focus on short time results but ignores more long term results. It doesn’t give attention to investments that will increase long term profitability. (Agarwal, n.d.)