Lesson #14 - Analyze That!

The following post analyzes Facebook and email data from the ABC Company, a health-oriented company located in Central Florida. You will also find some simple suggestions that I think the ABC Company could greatly benefit from by implementing into their IMC strategy.

Key Findings

• Facebook
•  ABC Company has a decent number of page likes with 880; however, with over 300 thousands “friends of fans,” ABC Company has potential for a great deal more page likes
• The company’s Facebook demographic is very clearly females ages 25-34 living in Orlando, FL
• The post on June 2^nd, “Today is national cancer survivor’s day” created the most virality, even though its reach was the smallest. The ratio of reach an engaged users equaling this high virality percentage.
• There seems to have been an increase in total reach around the same time the email was sent out on May 21^st

• Email
• Nearly 3,000 emails were sent on May 21^st and less than 20 of those emails were not successfully delivered
• Only 25% of all delivered emails were actually opened
• Out of the 25% opened, there was only a 10% click rate

Room for Improvement

• Facebook
• While they are clearly trying to implement themed posts with things like Thirsty Thursday and Wellness Wednesday, these posts have little engagement compared to other posts. While posing questions to audience members may seem like a great idea, this style of posting doesn’t always resonate with followers. Maybe trying different approaches like including links to related articles, promoting ABC Company events or posting photos/videos to related information could help boost the engagement rate.
•  Email
• While we do not know what was specifically covered in this email, it is clear that ABC Company needs to rethink their email strategy. With 99% delivery rate, they have done a great job at keeping their email database updated; however, with only a 25% open rate, they need to take a different look at their approach. Maybe by modifying the subject line of the email by including better keywords or an incentive would encourage more subscribers to open the email. In addition, to help improve the click rate of opened emails, ABC Company needs to create more stimulating content and include a more definitive call to actions to encourage readers to click the links in the email.

Using Other Channels

Utilizing more of the available IMC channels would be a great way to spread the ABC Company message. Ensuring that there is an email address submission field on their website will help to keep their email database up to date and accurate. Also, ABC Company should be including links/buttons on their website to all of the social media sites. Creating a Google+ profile could prove to be very beneficial for the ABC Company. As a member of the healthcare society, ABC Company could spread their message by interacting with and joining industry circles and communities via Google+, helping to strengthen their reputation and credibility. In addition to Google+, ABC Company should also be utilizing a blogging platform. The healthcare industry has endless topics that could easily be discussed on a professional blog and this would be a relatively simple way to get your voice heard and your brand in front of a larger audience – especially when used in conjunction with a Google+ page as sharing your blog posts on Google+ will help to increase their searchability. Sharing the content from the blog on Facebook and Twitter are additional ways to ensure that your content is getting seen by the most possible viewers.

Looking to the Future

Taking advantage of ABC Company’s distinct demographic (25-34 year old females in Orlando, FL) would be the best way to gain more interaction and engagement. Catering posts and content towards this demographic could prove quite beneficial for the ABC Company as they clearly dominate the total reach and engagement levels already. Posting informational videos on keeping your skin young or how to lose that left over baby weight are typical things that this demographic would be interested in learning about.

Getting more involved in healthcare expos and conferences could be a great addition to the ABC Company’s IMC strategy. Sharing their attendance at conferences via email and social media with their subscribers would help to establish the brand’s credibility and encourage their followers to share their own expo experiences. Utilizing pre-, live post-event promotion/marketing would help to increase ABC Company’s social visibility and potentially drive more traffic to their website.

All in all, ABC Company has the beginnings of a great IMC strategy. With some simple tweaks and additions, ABC Company could be up and running in no time!

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Lesson #13 - Little Trendyz Analysis

The following is a brief analysis of a Mom-owned business, Little Trendyz. This is a portion of my final project and does not contain any detailed evaluations. I have created a separate document that contains my full evaluation of this company, as well as a list of recommendations for improving Little Trendyz’ integrated marketing campaign and social media strategy.

All About Little Trendyz

Little Trendyz was created by new mom Lisa Feder Youngelson when she and her best friend decided to pursue an infant sleepwear innovation. Frustrated with the footed pajama options on the market, Lisa developed a product that helped to avoid the constant re-snapping and cold zippers associated with typical footed pajamas. She coined this new product “Zippyz” – a footed pajama with three snaps on the chest and zipper from the baby’s foot to stomach. Zippyz are made from a combination of bamboo and organic cotton, making them eco-friendly and soft!

The target audience for this product is pretty straight forward – new and expecting parents and friends and family of those who are new to parenthood.  With unique designs for both baby boys and baby girls, Zippyz are a stylish and affordable (costing just under $25 each) sleepwear option for your little bundle of joy.

Strengths

The strength of Little Trendyz lies within its product. Zippyz is a one-of-a-kind product, allowing Little Trendyz the opportunity to truly take hold of a unique branch of this particular market. With celebrity endorsers like Giuliana Rancic and national recognition from the Huggies brand, Little Trendyz has positioned themselves extremely well.

Weaknesses

The strength of this company also happens to be its overall weakness. While their product is great, the lack of design options and style variations makes it exceptionally more difficult to market to a wide audience. The need to wash certain items separately from other clothing, as well as not being able to dry Zippyz in a machine seems contradictory to Little Trendyz’ overall desire to save time in a busy parent’s life. In addition, Little Trendyz lack of social presence and consistent branding is only hurting their success potential.

Opportunities

The potential for growth is exponential, if Little Trendyz markets themselves correctly. With the celebrity endorsements and national recognition mentioned above, Little Trendyz has potential to gain additional funding for their product and become more exposed to nationwide retailers. In order to truly reach their full potential, Little Trendyz needs to be placed in actual major-market stores and not just base themselves online or with independent retailers.

Threats

The threats to Zippyz specifically lie in the ability for a national retailer to create a similar product at a much lower cost. With the ability to create a similar product at a lower cost, big box retailers like Target or Babies R Us can then use their resources to better market the product and sell the product at a lower cost to consumers.

Integrated Marketing Campaign

The benefits of utilizing an integrated marketing campaign are outstanding for Little Trendyz. By implementing various elements of an IMC strategy, Little Trendyz would be able to promote themselves in a more accessible way and allow themselves to reach a larger portion of their target audience. Resources like social media sites, email marketing, unique blogs and an interactive and informative website are all relatively simple steps Little Trendyz can take to creating a successful integrated marketing campaign. While consumers may be increasingly inundated with promotions and information from brands around the world, in order to be successful Little Trendyz must ensure that their name and message is reaching their potential consumers more often than not.

Revamping most of their social media sites, ensuring consistent branding on all channels, updating their blog – currently there is one blog listed on their website and a different one listed on Google when Little Trendyz is searched – and implementing new ideas such as an email campaign and print advertisements are some of the suggestions I have for elevating Little Trendyz professional presence.

As I stated previously, my full length analysis will contain a more in depth look at the various ways Little Trendyz can capitalize on their unique product and tweak their current way of marketing to reach an even larger audience.

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Lesson #12 - The Good and The Bad

The following are sample TripAdvisor posts with responses meant for educational purposes only. These posts do not reflect or represent the views of the businesses mentioned below - all responses are strictly my own ideas and beliefs.

Hello TravelWith3Kiddos –

Thank you so much for your valuable feedback and we are thrilled to hear of your great return stay to The Peabody, now Hyatt Regency Orlando. We always love hearing about our guests experiences – especially when you have had positive interactions with our staff members and services.

We are glad that your kiddos loved the pool area; the slide and playground are some of my personal favorites! As I’m sure you know, Florida summers are prone to pesky afternoon thunderstorms; thank you for sharing your concern on pool safety, we will do our best to address this situation. Please do not hesitate to communicate these concerns directly to the Front Desk during your stay as well.

The Cappricio restaurant, now the Fiorenzo Italian Steakhouse, is one of our most popular dining locations and we are happy to hear of your attentive service. Thank you for conveying your concerns about your wait time; we are continuously working towards more efficient and effective ways to serve our guests in a timely manner.

Central Florida is known for our incredible range of theme parks and we are glad to hear that you and your family had a wonderful time exploring! In response to many concerns over the price of our valet parking, we have introduced a new Park and Ride Package that may be included in a future reservation. This package allows for complimentary valet parking and five I-Ride Trolley tickets per night of your stay. Currently, this is a limited time offer and may only be applied to certain room categories. For your future visits, please know that Hyatt Regency Orlando partners directly with Mears Transportation to offer convenient airport shuttles and taxis as well.

Again, we are thrilled to read of your positive experience with The Peabody, now Hyatt Recency Orlando. We look forward to being your vacation destination for many years to come.

Best Wishes,
Lacee U.

Social Media Manager – Hyatt Regency Orlando

lacee@hyatt.com | orlando.regency.hyatt.com

Hello LUV2TRAVELWITHHUBBY –

First of all, on behalf of all the staff here at Hilton Fort Lauderdale Marina, we sincerely apologize for your less than exceptional stay. We, at Hilton Worldwide, seek to be the first choice among our guests and team members alike; when we fall short of this expectation, action must be taken.

Please know that each of your concerns will be addressed and our best efforts will be made to ensure these challenges are no longer experienced, by yourself and other guests. As guest satisfaction is of our utmost concern, please contact me directly via email so that we may try to rectify this situation.

Thank you so much for your valuable feedback and I look forward to speaking with your directly.

Best Wishes,

Lacee U.

Social Media Manager – Hilton Fort Lauderdale Marina

lacee@hilton.com | fortlauderdalemarinahotel.com

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