BTEC Business Level 3, Unit 17, Digital Marketing, Assignment 3, (Distinction)
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Course
Unit 17 - Digital Marketing
Institution
PEARSON (PEARSON)
P6- Produce an outline for a digital marketing campaign that will create brand awareness and/or brand loyalty for a new or existing product or brand. (ONLY DIGITAL MARKETING)
M3- Produce a detailed digital marketing campaign and demonstrate how it integrates into the wider marketing and promoti...
P6- Produce an outline for a digital marketing campaign that will create brand awareness
and/or brand loyalty for a new or existing product or brand. (ONLY DIGITAL MARKETING)
Aim: to create an affordable and environmentally friendly tote bag in collaboration with Zara
Objectives of the marketing campaign: Be able to sell 500,000 tote bags in a year, this objective is
SMART since the objective is attainable and realistic since it might seem like a lot of sales however
the sales are coming from a big, known brand Zara that will be the retailer for the tote bags.
Another smart objective would be to start a hashtag to promote the tote bag and for the hashtag to
get at least 200,000 posts under the hashtag. This is again attainable and realistic since it is a little
less than 50% of the expected number of sales which is realistic and attainable especially for a brand
like Zara.
Race model
Plan
The main goals for this marketing company would be raising awareness of sustainable tote bags and
raising awareness to the global warming crisis right now, the product will also increase the number
of sales as well as make the company itself more popular since they will be selling a new product.
The digital marketing strategy will be based on social media since that is one of the cheapest ways to
market a product, the social media’s the product will be on would be Instagram, tiktok and Pinterest
to build a customer base for the product.
Reach
I could measure the reach of the product by checking factors like unique visitors, meaning that the
reach would be more influential if someone more unique bought the bag like someone famous since
then it would raise awareness of the product. The reach could also be measured by value per click
meaning you record every person that has clicked on an advert of the product however, just because
someone clicked on it does not mean that they have bought the product which means that the
product didn’t have a 100% successful reach. Finally the last way to measure the reach on the
product is how many more fans and followers the company gets because of the new product or how
many likes the picture gets when the product is in the picture.
Act
Action would be measured by how many people acted on the advertisement and bought the
product, this could be measured by the conversion rate to thew reach rate which will prove how
successful the company actually is since reaching a customer base is a different thing to getting
customers to act and purchase the product, this is one way that action could be measured. Another
way that act can be measured is by recording the customers individual time on site, this is effective
since the customer already took action when they clicked on the advertisement, this is relevant since
the time on the website increases the chances of a customer buying the product. Finally things like
shares likes and comments could also symbolise action since someone else is doing something to
help and make the product more popular meaning that the customer stands behind the product, this
normally happens after someone already buys your product or right before buying the product.
Convert
Conversion is about the number of sales on and offline this is the part where the business gets to
capitalise of off the marketing strategy and make up for what they have invested into the campaign.
With the projects objectives one of them is to make 500,000 sales in a year this objective would be
, focused on the conversion part of the RACE model. Another part includes revenue and profit of the
company that is selling the product. If lets say the average price for a tote bag in Zara would be £20
then by selling 500,000 that would already be £10 million in overall revenue before taking away all
the expenses.
Engage
Engagement is all about the satisfaction and loyalty of the customers, this normally grows after a
customer has made more than one purchase from the store, customers repeating purchases could
be a lifetime value depending on what type of brand you are. Customer loyalty will already be built
for Zara meaning that they are more likely to buy the new product that is being sold since customers
already have a trust in the brand that they are getting the best quality for the best price and the
company normally makes things that they enjoy so the customer would give the brand trust and be
more likely to buy the new product as well.
Drip model
Differentiate a product or service
The main difference from all the other tote bags and therefore the unique selling point for this tote
bag would be their design. Each bag is inspired by a different type of flower which then relates to
Greek mythology and the gods associated with the flowers, in each bag you get an explanation and
the story behind the flower and the god as well as a packet of seeds of the flower.
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