Designing a Marketing Strategy for your New Business (OASIS Framework) Objective Audience Strateg...
1. Defining your marketing goal or objective!!!
1.1. Increasing Brand Awareness
1.2. increase walk-ins
1.3. increasing sales or per order value (By adding other products at a lesser cost)
1.4. Increase in traffic on Zomato or Swiggy or your own website
1.5. customer retention
1.6. new customer acquisition
2. Devise a content plan / strategy and Plan of action
2.1. Shortlisting the right channels of communication (Brand message or we are now open or simple awareness)
2.2. Devising a strategy acc to your Buyer Persona's
2.3. Campaign idea: The core message we want to communicate. (#WeBakeHealth) Expand on this campaign idea into various platforms via content buckets
2.3.1. CONTENT BUCKETS: Grouping of similar content with a theme in a bucket. EDUCATIONAL: product/service/brand PROMOTIONAL: sales/promotions/offers CONVERSATIONAL: engagement driven// what is your favourite cake? (Poll or a post on Instagram ) (ttt official) ENTERTAINMENT : giveaways/contests/humour based ads EMPOWERING: inspiring// employee stories, journey, product stories, etc MOMENT MARKETING: 24 hours or trend and that is when you need to produce something around it For ex: 200 by Shubham gill
2.3.1.1. Content strategy a mix of your buckets and a mix of content types (videos, reels, posts, images etc) CREATING ALL OF THIS CONTENT Creating all the copies/captions + HASHTAGS double checking and then scheduling.
2.3.1.1.1. Scheduling all of it. TOOLS: Creator studio, later for Instagram, planoly for Instagram, sprout social, hoot suite for multiple platforms, or platform independent scheduling tools.
3. IMPLEMENTATION of your marketing strategy (social media marketing, Search Engine Optimization, influencers, performance marketing, marketplace marketing, google ads, offline if you have a plan for that etc)
4. Who is our target audience? Demographics, psychographics, income levels, Purchase Behaviour, Social Media Consumption, Brand Opinions
4.1. Researching about your Industry, market research, and understanding the market share.
4.2. Interviews
4.3. Surveys /Google forms
4.3.1. Name
4.3.2. Email
4.3.3. Gender
4.3.4. Buying habits or how often do they eat outside? MCQ
4.3.5. Where do they prefer buying the products from? (Bakery/pastry) Offline Online - Marketplaces - Zepto. Zomato. Swiggy. BlinkIt. Big Basket.
4.3.6. How much are you willing to spend on a 1kg cake or bakery items in a month? MCQ Rs. 1000 / Rs. 2000 / Rs. etc
4.3.7. Who is the decision maker when it comes to these products or going to a restaurant? Mom (If you are a mom please select this) Dad Kids etc Friends
4.3.8. Where do you spend most of your time (online)? Instagram YT LINKEDIN SNAP Facebook Etc
4.3.9. What do you like to consume on these platforms? informative content humour based mix of both videos + images etc
4.3.10. Behaviours / Interests : luxury products etc etc etc
4.4. Create a Focus Group with a mix of your tentative target audience.
4.5. Creating and understanding your buyer persona
5. Budget and the timeline
5.1. Offline + online
5.1.1. even zero rupees is a budget