David owns and operates a small car detailing business. He has a bricks-and-mort

Question

David owns and operates a small car detailing business. He has a bricks-and-mortar location

where clients can drop off their vehicles to get them thoroughly cleaned. He also has a

mobile detailing option where he drives to clients’ homes and cleans their vehicles for them

at their home. His clients are typically 35 – 55 years old, upper income, and college

educated.

Create two separate communications and identify how they will be evaluated:

1) a sales promotion using social media that you believe would be effective in reaching his

target audience

2) an advertisement using social media that you believe would be effective in reaching his

target audience.

For

each

of the communication tools (sales promotion and advertisement) be sure to

a) Describe the communication in detail (be sure to identify the

type

of sales promotion you

have selected and the

type

of advertising appeal you have selected)

b) Describe the specific social media (Facebook, vine, etc) you will use for each of the

communications and explain why this would be the best social media tool.

c) Identify whether David should try to evaluate the effectiveness of the communication using

CPA, CPM or CPC. Support your answer

2. Identify 2 social media that

you

believe are likely to grow in popularity in the next few years

and explain why you believe they will grow.

Explanation / Answer

David is into service industry where he is cleaning vehicles of its customers.

So, in service industry, commitments and professionalism matters a lot.

Sales promotion is must for service industry to tap the potential customer as well as to be ahead of your competitors.

1) David can start a promotional offer on facebook where he can offer some discount coupon for first time users and loyalty membership kind of things to existing customer of his company.

Also, referral program can be run.

2) David can use jingle or some promotional video on youtube where he can show the benefits of washing car by his company. Technology he is using to wash cars and methods.

Youtube video can be uploaded and share on facebook too.

Two Social media which are going to be a boom in future:-

Facebook for business:

You can promote your business on facebook by publishing ads and you can also create page.

Ads on facebook starts with nominal charges where you can set a budget for facebook and then with huge database, facebook can suggest best time and best audience for your promotion and advertisements.

Facebook can also identify users who engage more frequently with your posts, etc. This feature will help you serve your message to a targeted audience that’s more likely to become customers.

Facebook page seems to be the best platform to attain popularity in any field. With Facebook, your customers can provide feedbacks of your services. They can also rate your page based on their experiences. Since credibility play important role in business’s image, good feedbacks from customers will inturn attract more customers.

Most importantly, negative reviews can easily be minimized by the large number of positive reviews that your customers may share.

2. YouTube

As YouTube is the best audio visual search engine and a good platform for social media use, ads on this can attract many viewers.

Customers can be targeted by eye catching video advertisements such that they feel connected. And when they need car detailing service, first thing they remember is the ad they had seen.

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