Permission marketing
Permission marketing ensures that the customer wants to receive a business communication and what form of communication they want to receive it in for example SMS or email. This creates a more meaningful relationship with the customer as the business is not sending marketing information to customers that do not want to receive it.Customers can also choose to cease communication at any time.
(Cassidy 2002)
http://www.warc.com.ezproxy.lib.uts.edu.au/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH72351&Tab=A\
The ClueTrain Manifesto
The Cluetrain Manifesto relates to how large companies have lost touch with their target markets. They can no longer just dictate messages through traditional advertising, they need to start a conversation with their potential target markets and allow that market to talk back to them. The internet is a useful way of starting a two way conversation that can create meaning with a company’s clients.
Viral Marketing - Successful examples
A marketing strategy that encourages people to pass on your marketing message to others this concept is based on the basic human nature of passing something that they found useful on to people in their social network. They use pre-existing social networks to increase brand awareness and pass on marketing messages voluntarily. Viral promotions can take the form of emails, video clips, flash games, eBooks, branded software, or text messages. The goal of marketers is to identify people with high Social Networking Potential and create a message suited to their target market that will have a high probability of being passed on. Offer something to target markets that they will get for free that they will find useful.
Successful Examples – You Tube and Google both worked very well as they were websites that people found very useful and used little effort.
Payload – what do you want people to click on your website.
http://www.gofish.com/player.gfp?gfid=30-1193670
Social Media Marketing
The process of marketing your business or website through social media marketing channels. A low cost method that will attract a large amount of visitors to a website and will make a website profitable over time.
Primary Traffic – Visitors that come directly from social media websites
Secondary Traffic – Traffic that has been referred from websites that have links to and send you visitors after they come across your content through social sites.
To be successful a website must have a core group of supporters who are willing to make purchases and recommend your site to others. The more supporters you have the faster word will spread.
CPC vs CPM vs CPA - what are the differences
Cost per Click – In the middle of the online pricing spectrum. Forces the advertiser to make sure their advertisement is relevant as they are paying per click and want to make it worthwhile.
Cost Per Thousand – Portal displays an advertisement as often as they can until the advertisers budget is exhausted. Advertisers don’t really get a good guarantee from the performance from this model
Cost per Action- Advertisers only pay when a specific action has been performed. The risk is shifted to the publisher because an advertisement can be clicked on and displayed as many times with no cost to the advertiser. If the advertiser’s message is not compelling enough it is a potential waste of the publisher’s resources.
http://www.allthingssem.com/cpm-cpc-cpa/
Email Direct Marketing
An email based campaign where advertisements are sent to a targeted list of recipients. The sender can use customer segmentation techniques to ensure the message is sent to the appropriate group. This technique is more sophisticated than spamming as the recipient can be address and an individual. Metrics are often tracked so the sender can receive feedback on the effectiveness of the campaign.
http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci938039,00.html
Sunday, October 19, 2008
Monday, October 6, 2008
Website Planning
Initial plans for cocktail website
I started researching current cocktail blogs and videos online. Very interesting to watch the different styles that are on the net at the moment and it is amazing how talented some people are. This was valuable information as I will be working on a website that will contain a series of Cocktail related blogs. My research gave me an understanding on the material that is currently on the Internet and and idea of what will work for our web campaign and what will not work. The Campaign will focus on the internet as a social media tool and we will use this to market the website via blogging, online videos on sites such as YouTube, Facebook, MySpace and emailing lists. The website will need to connect to the target market and give them the sense community with an open communication channel where the target market feels they can freely interact with the website.
Online Cocktail Podcast Research
Brilliant Cocktails - www.brilliantcocktails.com/
Cocktails on the Fly http://www.onnetworks.com/videos/cocktails-on-the-fly/bloody-mary---assembly
Wonder How To -http://www.wonderhowto.com/how-to/video/how-to-mix-an-almond-joy-candy-flavored-cocktail-drink-217261/
Metacafe Entertainment
http://www.metacafe.com/watch/1609549/the_cocktail_spirit_with_robert_hess_traveling_mixologist/
http://www.metacafe.com/watch/yt-lS33JW9VHh4/easy_summer_cocktail_drink_recipe/
http://www.metacafe.com/watch/849017/alabamba_slammer_cocktail_drink_recipe/
http://www.metacafe.com/watch/443244/classic_cocktail_negroni_art_of_the_drink_37/
http://www.metacafe.com/watch/510412/the_mojito_how_to_make_the_perfect_cocktail/
All the Flair – pouring techniques http://www.alltheflair.com/flair_videos/flair_bartending_videos/flair_video_movie_clip_bartending.php?video=186
Stars of the Bars http://www.starsofthebars.com/second/video_gallery.php?v=20
You Tube
http://au.youtube.com/watch?v=5kqxlrj09Wo
http://au.youtube.com/watch?v=rinLztPFYBc
http://au.youtube.com/watch?v=7g7l7luzozs
Revver Videos
Possible Target Markets and Potential Marketing Ideas
We must provide something to the audience that they will benefit from (free useful information)
- Create a website that they will enjoy using and will tell their friends about
- Allow users to feel they are part of a community by being part of the website – blogging, voting, giving feedback, posting their own ideas online
Bartenders - Might be interested in looking up current trends in cocktails and learning more about their job but the blogs would have to offer them something very new e.g. New product information before they have been launched - They will not be interested in your average 'how to make this cocktail website. Trade magazine such as Drinks Trade magazine and Bartender Magazine and websites like 'The Shout' could be interested. Not sure if Bartenders would have time to look up blogs on websites. Casual Recruitment companies may be interested in this site as well.
- Allow users to set up bartender profile or venue profiles that can be voted on by others.
- Post their own cocktail recipes / tutorial videos online
- Vote for the best cocktails
- Battle of the bar tender s competition podcast
- Update information about all the new products available in the Drinks Industry
- Product Tasting nights
- Product and cocktail information nights
Students - potential bartender students and university students and TAFE students over the age of 18 who are interested in learning how to mix cocktails and flair. Bartending schools / TAFE might be interested in this for advertising on the site. Students are in a younger market and are potentially frequent Internet users and keen on looking up information on the Internet. We could even use students to do the blogs to get their name and talent out there. From my trade show experience promoting Drinks Trade magazine students are very interested in learning about cocktails and products available in the drinks industry. Casual Recruitment companies may be interested in this site as well.
- Online cocktail tutorials for students to learn
- Students can exchange information via blogging
- Post their own student videos online – their own cocktails
- Access to online information about different types of drinks online
- Offer info on all types of alcohol – Beer, Wine Spirits
Female Market - The cocktail market is primarily aimed at females but would they be interested in a blog on how to make cocktails or would they rather just buy a book or find a simple recipe and print it out? If so we could have the blog and some simpler options such as cocktail recipe information sheet downloads. We would aim at a younger female market (18 - 30) as they would use the Internet more.
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