Evaluating Marketing Campaigns

With a growing number of marketing mediums, there are several ways to evaluate the effectiveness of campaigns. From traditional techniques, to more modern digital methods, marketers have a variety of tools when it comes to measuring their success. One way marketers can evaluate their campaigns is through message evaluation. This is great for getting subjective information about the ad’s messaging and how it fits with the target market. Tools like surveys and focus groups allow consumers to give input as to how the ad affects their perception of the brand, and whether or not they are motivated by the campaign (Ashe-Edmunds, n.d.). These may be more time consuming, and have higher costs associated with them. Marketers must distribute surveys, or hold gatherings, collect information, and then analyze it.

 

Another method marketers can sue is online analytical tools. These are much quick than the above method, as they allow marketers to collect data at any point in time. If the campaign’s goal is to increase website traffic, the marketing team can easily track how many people are visiting the website, and what pages they are going to (Ashe-Edmunds, n.d). This allows brands to quickly gather data, analyze it, and then incorporate any adjustments into their campaign. This is great for social media campaigns, as many platforms already come with their own built-in analytical tools.

Ashe-Edmunds, S. (n.d.) Evaluation of Marketing Communications. Chron. Retrieved on        April 30, 2017 from http://smallbusiness.chron.com/evaluation-marketing-                             communications-74376.html
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10 Thoughts About the Unicorn Frappuccino®

Love them or hate them, you have to admit Starbucks is a marketing genius. They were back at it again with the new Unicorn Frappuccino®, and I was lucky enough to get my hands on the coveted drink before they sold out. The Starbucks website describes it as changing colors and flavors that “start off sweet and fruity transforming to pleasantly sour” ¹ . Here are my thoughts before, during, and after my experience

1. OK I NEED THIS

Not one cell in my body cared what this drink would taste like because I am Starbucks’ dream consumer. I was there for the Pink Drink, I obsess over when the holiday cups drop, and I take limited edition drinks VERY seriously. The minute I saw this on Instagram, all other priorities shifted.

2. Mango?

Upon placing my order the barista informed me that they were out of mango syrup so they would be making my drink with raspberry instead. I was slightly confused as to why a pink and blue drink would even be mango flavored in the first place. IT IS PINK. RASPBERRIES ARE ALSO PINK. MANGOES ARE YELLOW.

3. GRANDE OR VENTI

I planned the release of this drink perfectly so that I could use a reward to get a free one. 9/10 times I will get a venti sized drink because it’s free, pretty much a no brainer. However, I had a strange feeling with this one. While I was extremely excited for this drink, 24 oz. of this sugar slurry would be too much.

4. Guilt

I have never felt bad for a drink that I ordered. I am usually a simple customer without any crazy requests. But this was different. After placing my order and watching the baristas at work, I truly felt like I had committed a crime. They were running around frantically, with a literal assembly line of these drinks.

5. Was it worth it?

It took forever to get my drink. I have no problem waiting, and I was not upset with the baristas at all. I was more upset with myself for choosing something that was so time-consuming. I watched as they made the base, added the extra pink powder, blended it, then carefully swirled the cup with the blue syrup, filled the drink, topped with whip, and then covered it in the special sprinkles.

6.It is time

After standing in line for about 5 minutes, my drink was ready. I walked over to the receiving area, excited, and scared that one of the nearby teens would swoop in and take it.

7. The moment of truth

Eh. The first sip was essentially a raspberry Frappuccino®. Nothing special, and something that people get all the time. I pushed my straw towards the blue swirl and was able to get a bit of the sourness.

8.The point where I almost die

As with any frappuccino, I like to get in on the whip action pretty early. My friend had said the topping was pretty sour but I figured she was overreacting. I was sorely mistaken. The whipped cream is essentially covered in atomic sour dust. My jaw actually locked up at one point. I could not believe they were serving this without a waiver. I decided to stir the whole drink together to disperse the sourness.

9.I’m literally going to die

About 3/4 of the way through my drink, I got up to use the restroom. When I stood up my stomach instantly told me this was a horrible mistake. It probably did not help that my stomach was empty until I had consumed the 59 grams of sugar.¹

10. Never again

The drink was not bad by any means. Once you stir it all up it has a pleasant sourness, but it was nothing I was eager to get the next day. At the end of the day, it would have made a good Instagram pic, but I didn’t even accomplish that.

In conclusion, I would give this a 5 out of 10. It was an obvious success because the next day they had already run out of most of the ingredients. Starbucks could add pink dye to water and people would buy it. I’m just wondering when the S’mores Frappuccino® is coming back,

1.Unicorn Frappuccino® Blended Crème. (2017). Starbucks. Retrieved from https://www.starbucks.com/menu/drinks/frappuccino-blended-beverages/unicorn-frappuccino-blended-cr%C3%A8me#size=11076714&milk=67&whip=125

Spring Haze

Can we all just take a moment of silence to appreciate how much my photography has improved….

Ok.

Spring is here and I’m not sure how to feel. I normally despise spring because of allergies, rain and wind, chilly mornings interrupted by blistering afternoons, and being forced to show off my pasty white limbs. However, this year is different as I am embracing the meaning of spring- new growth.

I have so many things to look forward to in the next months. I will be finishing school at the end of June and then looking to begin a career after working in a grocery store for almost 4 years. I have longed for the day when I can sleep in past 6 a.m. and go to my 9-5 job, enjoy my weekends off, and not have to touch rotten tomatoes every day. I am so excited for what’s to come in this season!


Today was the first day I wore shorts. Thankfully, no one reported me to the authorities for inciting blindness. We visited Maumee Bay State Park and spent the day on the beach. Enjoy these pictures I took of my best friend, Cam.MaumeeBay-9IMG_3860MaumeeBay-5MaumeeBay-1

Kroger Advertising Through SEO

The Kroger Co. already utilizes a variety of advertising media channels from traditional billboards and TV commercials, to new techniques like social media. One new media channel for them to explore could be search engine optimization (SEO).

SEO is the practice of designing a website in such a way that the architecture, content, and links that make up the website help it rank better in search engine results (Rapp, 2010). For a company like Kroger, a grocery store, this would be beneficial whenever someone performs a search query for certain ingredients, grocery store locations, or special services that Kroger provides like, a bakery or florist.

There are several research steps that go into creating a successful SEO campaign. Research is what allows the brand to elevate their message, assess the industry and competition, and identify the target market (Fletcher, 2013). These are the most crucial factors to consider when determining a keyword campaign for successful SEO. The first steps are to analyze the current website and consumer behavior.

Kroger will have to use analytical tools to explore what consumers are searching. These keywords help segment the market into desired targets and determine what content is placed on the website (Rapp, 2010). Once Kroger analyses what keywords are most influential they may create specific web pages that give those campaigns the best opportunity for growth.

Implementing successful SEO is a matter of trial and error. Kroger will need to use diagnostic tools to measure the effectiveness of their web design. Tools like Google Analytics allows brand to track their website traffic and most searched keywords (Rapp, 2010). If Kroger notices their website is not receiving an increase in visits, they may use diagnostic tools to see what is preventing search engine spiders from navigating their page (Rapp, 2010). It may be that the site architecture does not flow well, content is not coded correctly, or elements like flash animations are blocking content (Rapp, 2010). Kroger can take this data and go back to the drawing board to build a better website.

 

 

References
Fletcher, B. (2013, April 25). Five Reasons Why Market Research Matters (and Five Tips for Using It). MarketingProfs. Retrieved from                                                                          http://www.marketingprofs.com/opinions/2013/23874/five-reasons-why- market-research-matters-and-five-tips-for-using-it
Rapp, S. (2010). Reinventing Interactive and Direct Marketing: Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives. New York, NY: Mcgraw-Hill