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Advertising in mX and local magazines - A common attribute of all targeted marketsegments is that they commute on a regular basis. CoffeeVille will therefore placeregular advertising in mX and other local magazines deemed to have a high number ofcommuters/other segment attributes.Encouraging articles and reviews in mX - CoffeeVille will attempt to get articles andreviews in mX. These can include information on coffee plantations, ethical coffeepractices, etc. CoffeeVille will regularly provide mX with press releases to encourageuse of their content. In addition, CoffeeVille will invite people from mX for lunch todiscuss the business in order to raise awareness among writers. Such tactics haveproved successful for similar businesses that have been featured in mX. Because ofthe level of effectiveness and minimum cost, CoffeeVille will work hard to get pressin mX.Direct mail to local businesses - CoffeeVille does direct mail and local advertising tobusinesses. Direct mail campaigns will be a way to communicate directly with theconsumer segments, particularly those needing catering services. Additionally,marketing research undertaken by CoffeeVille indicates that the local patrons farprefer to receive information from the café via flyers delivered to their businesslocation.Online presence - CoffeeVille will continue to build its online presence throughregular updating and review of its website. It is anticipated that as expansion plansproceed, the ability of potential customers from a wider geographic area to accessonline information will become increasingly important. Promotional messages mayinclude discounts and information on special promotional days. CoffeeVille willensure that promotional messages are prominent and accessible. CoffeeVille will alsoutilise YouTube to place positive messages with the potential for viral marketing.Social networking - Although obviously related to online presence, online socialnetworking presents such a compelling opportunity that it should be discussedseparately. In the interest of keeping costs to a minimum and also developing a loyal
following, CoffeeVille will encourage customers to interact with CoffeeVille andother potential customers to receive loyalty rewards. As marketing research indicates,consumers targeted through online social media are more likely to identify productsand services with positive qualities they attribute to electronic social media such astrustworthiness, personalisation, responsiveness, immediacy, and ‘coolness’.Product and service - CoffeeVille will continue to offer the finest coffee beans, ground freshby CoffeeVille, gourmet focaccias, cakes and pastries fresh daily. Despite the temptation tolower cost through sourcing lower-quality ingredients, CoffeeVille must always ensure thehighest possible quality remain consistent with the brand. Word of mouth on slipping qualityor service standards may severely undermine the marketing strategy.