Bsbmkg 508 Plan direct marketing activities - Zeemh Direct Marketing Plan PDF

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For Coffee Lovers

REPORT – DIRECT MARKETING PLAN Student Full Name: Student ID:

1 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

Contents 1.

Purpose of the plan............................................................................................................................. 2

2.

Direct Marketing objectives................................................................................................................ 2

3.

Previous response analysis.................................................................................................................. 3

4.

Direct marketing strategies and activities........................................................................................... 3

5.

Budget................................................................................................................................................. 4 5.1

Budget - Direct marketing activities to support customer acquisition strategies..........................4

5.2

Budget - Direct marketing activities to support customer retention strategies............................5

5.3

Budget - Direct marketing activities to support customer loyalty strategies................................5

5.4

Budget for direct marketing activity - Total.................................................................................. 5

6.

Implementation................................................................................................................................... 6

7.

Monitoring and Evaluation.................................................................................................................. 7

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2 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

Purpose of the plan

1.

ZEEMH is a roasting coffee company with an ecommerce business model designed to become the market leader in online retail of boutique coffee. Since the foundation, we have been developed new ways to grow the business and aim company objectives. The Board of directors has evaluated a series of reports about the past 2 years of operations of the business. It was found that there is a worrying trends in inactive customer account and that repeat business could be encouraged in a more effective manner. The following Direct Marketing plan is addressed to the company CEO and founder. This content direct marketing objectives, previous response analysis, direct marketing strategies and activities based only on direct marketing, budget, implementation, monitoring and evaluation. Objectives are linked with ZEEMHS objectives, those are: -

2.

Increase in brand awareness Increase of existing B2C customer base of 35% in 12 months Increase of existing B2B customer base of 20% in 12 months Decrease customer inactivity for B2C to 3% in 12 months. Develop and implement activities that significantly improve customer loyalty to the brand and company Increase % of B2B customer shopping more than 5 times in one year to 15%.

Direct Marketing objectives

The direct marketing plan objectives aim to meet and support the business objective and provide guidance for the direct marketing activities: ●

● ●

Increase brand awareness by 10% in the next two years among B2B by reevaluating terms of payments and strengthen the relationships between ZEEMH sale officers and the business. And B2C customers by developing an effective e-commerce site. In the next year increase create and develop a human resource plan of scale training and talent retention in order to make ZEEMH as an iconic speciality coffee brand. By the next five years create and develop partnerships to export coffee outside Australia, increasing sales and brand awareness.

3 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

3.

Previous response analysis

Previous direct marketing activities have been ineffective as they have not been properly planned. They include Strategy

What did not work

What did work

Corrective actions

Cold calls to B2B potential clients (3 months campaign outsourced to a marketing company) Coupons for B2C though groupon (1kg of free coffee) for a limited time – one week

Targeting wrongly Language barrier Not well trained staff

Only 0.2% increase

Research target market Staff trained well

Not well promoted. Not the best product offered Wrong channel used Short time. It was a success.

Only 2 customers ordered again

Offer a smaller product, ½ kilo would be enough At least 1 month to redeem the product

Right target. Only people interested in the product. Right place, right time

Being present in this kind of event to increase band awareness.

15% of the new customers purchased again.

Offer a better prize. The enter requirements should be less

Only 2 business purchased coffee following the campaign.

Nowadays direct mail is not the best way to reach audience. These potential costumer could be reached face to face.

Demonstration for B2C at two food festivals to have consumers try Zeemh coffee blends A sales competition was launched via the Facebook page of the company. The website and Instagram were also used. Prize: one week cruise for two Direct mail to B2B potential client (300 potential customers were reached. The mail contained promotional material

4.

Few people joined the competition, 150. Not reach many new customers, 92%were existing customers. Prize is not appealing Most of the people consider mail as junk mail. They did not even read them.

Direct marketing strategies and activities

4 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

The direct marketing strategies relate themselves and may be put them together in three segments. Acquisition, retention and loyalty. Develop a calendar to participate in exhibitions, conventions and workshops every 6 months to acquire clients. To retain and increase existing B2B and B2C customer base, it will make stronger and better the customer service relationships. Ultimately, an engagement plan will be developed to increase brand awareness and customer loyalty. Direct marketing activities: ●

●

●

5.

Exposition calendar will be developed every six months in order to research and take part into the events. This enhance customer activity awareness and creates relation with interested stakeholders and partners by the marketing department. By increasing employee training with cooperation within departments and outsourcing experts in subjects such as: customer services and coffee knowledge. The methodology of the program will be in charge of the the human resource department and will be scalate knowledge from team leaders to assistants with HR formats and procedures in one year. The engagement plan will give discounts for every purchased kilo of coffee and frequency. In charge of the finance department.

Budget

5.1 Budget - Direct marketing activities to support customer acquisition strategies Direct Marketing Activity: Event participation: Coupons for event assistants with discount in the first online purchase. Free taste of the most popular coffee blends Direct Marketing Activity: Instagram account Development of partnerships with instagram influencers (luxury lifestyle). Instagram calendar (weekly).

Cost Item

Total Cost/Item

3x100

300

2x100

200

Cost Item

Total Cost/Item

500

500

Free

0

5 BSBMKG508 Plan direct marketing activities Direct Marketing Plan Direct Marketing Activity: Event participation: Approach to new markets in VIC (phone calls and trade appointments) Total:

Cost Item

Total Cost/Item

500

500 1500

5.2 Budget - Direct marketing activities to support customer retention strategies Direct Marketing Activity: Rewarding

Cost Item

Discounting Referral program Direct Marketing Activity: Exceptional customer service Feedbacks Complaints  Opportunities Total:

Total Cost/Item

20% per unit 20 aud per person

1000 Until 1000

Cost Item

Total Cost/Item

1

100

1

100 2200

5.3 Budget - Direct marketing activities to support customer loyalty strategies Direct Marketing Activity: Coffee Club Client list development. To establish the communication channel. Rewards to be chosen. Total:

Cost Item

Total Cost/Item

100

100

100

100

1000

5000 5200

6 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

5.4 Budget for direct marketing activity - Total

Direct Marketing Budget

6.

Total: 8900

Implementation

Key implementation activity Event schedule planning

Event schedule pass on information two other departments Training plan development

Responsibility/Accountability Marketing department: ● Content writer. ● Graphic designer and web developer. Marketing officer. Marketing department: Marketing manager Customer relation department: ● Customer relations team leader

Timeline One week

Two weeks

Two week

Marketing department: ● Sales officer

Selection of trainers

Human resource department: HR assistant Board directors: ● CEO

One month

Human resources department: ● HR executive officer Marketing department: ● Marketing and sales manager Customer relation department: ● Customer relation manager

Training plan action Discount program development

Production department: Coffee roaster specialists Manager and team leaders of each department, and selected trainers. Marketing department:

One year One month

7 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

●

Marketing manager.

Production department: ● Logistic assistant Finance department: ● Finance manager Discount program take into action

Marketing department: ● Marketing officer. ● Sales officer.

Two years

Customer relations: Customer relations officer.

7.

Monitoring and Evaluation

We are going to use different measurement methods depending on the type of strategy. For de acquisition strategy, we will monitor the first activity by counting coupons redeemed. Return on Investment: We measure the amount spent on each campaign, versus the amount of sales each campaign brought in specifically. Sales Numbers, reading the numbers can be the fastest and most basic way to determine whether your plan is working. Customer Response. Surveys online and in person, general customer service feedback and online commentary can all reveal what the customers think. Research to assess before and after awareness levels with customers and the media. Media coverage compared to the competition. The number of followers and their levels of influence on social media sites. Budgetary control. Timescales – ensuring activities are completed on time. Number of enquiries. Increase of visitors to the website and the levels of interaction users have with the website. Increase in sales The loyalty of our customers can be measured by the Coffee Club. The number of member and participation in events, it would indicate how is the loyalty strategy going on. Instagram progress is measure by the number of followers. We can measure the number before and after the beginning of the activity. Referral program usually works very well as a retention activity and this strategy can be either for retention, acquisition and loyalty. Bring new customers, keep old customers and can make them loyal. The responsible for Monitoring and evaluation would be the marketing department, specifically by the marketing officer.

8 BSBMKG508 Plan direct marketing activities Direct Marketing Plan

The reports will be writer by the content writer supported by the marketing officer and all the department. This will be addressed directly to the CEO and expose in the monthly board meeting....