The aim of this report is to prepare a digital marketing plan for the organization. For this report, Bakers Delight from Australia is chosen which has a poor social media presence in their business. In this report, the marketing plan identifies the current business situation and clearly demonstrates the business environment in the digital marketing plan. Along with this, the report develops strategy and goals for the creations of a social media presence that includes target audience and SMART goals. Additionally, the report develops a clear and credible plan to monitor the effectiveness of plan once the plan will be implemented in the organization.
The digital marketing plan identified a reasonable baseline for Bakers Delights with the help of SWOT analysis, which can be described as below-
Strength- Bakers Delight is expertise and authenticity within its bakers and the banking method to run effective business over the Australia. The company prepared handcrafted and fresh baked bread that scratch in each day. In addition to this, Bakers Delight established a market of Australia and New Zealand (Hamm, 2016). The organization has their virtual bakery that showcases the core product that will replicate the environment of Bakery including sales staff.
Weakness- The brand portfolio of Bakers Delights is poor by which its presence in the emerging market is lacking. Along with this, all bakery products are perishable items therefore, there is need to be sold its product as soon as possible and gain maximum profit. As the customer prefer fresh bakery product.
Opportunity- There is an opportunity for Bakers Delight to expand their product and brand in future with the help of social media marketing. In addition to this, in the bakery industry demand for the quality items is never ending because it is growing in a fast manner (Moriarty et al., 2014). The Bakers Delights tie up with the different hotel chain and restaurants which will create an effective opportunity for the business.
Threats- International bakery chain increases the level of competition for the company. In addition to this, the taste and preference of the consumer are changing day by day that will create a threat towards the company. Sometimes, there is unfavorable rules and regulation in the international market. Therefore, the growth of the company is decreasing.
Bakers delights will reinforce its new brand platform for bread that focuses on understanding the need of customers for the healthy and real product. Bakers Delight introduces new marketing strategy with the help of social media and conjunction with Visual Jazz (Campaignbrief, 2010). The company conducted research for 1 year to evaluate the online opportunities for the brand that has been introduced by the Bakers Delight. The company refreshes its website by including a blog that will be a hub of social media sources and it will feed the content with the help of Facebook, Instagram, twitter, and YouTube. The company is always looking for the ways that make the experience of customer’s delightful (QSR Media, 2015). Social media marketing is needed in the organization because they are unable to drive a targeted traffic. It will provide wider reach; with this, a user can easily share the marketing activity that has been posted by the organization in the social media sites.
The social media marketing has been needed in the company because the purchasing decision of the customers is influenced by the social media. Therefore, the company easily manages the audience data and builds the customer dashboard in the business (Demers, 2014). With the help of social media, Bakers Delight improves their brand presence on social channels that will increase the positive sentiment among the customers for the brand. It also increases the opportunity to develop a relationship for the future partnership.
Bakers Delight was passionate towards their work and serve their customers fresh baking delicious bread. The mission of the company is to produce high-level quality bread and provide effective service to create delight for all stakeholders (Bakers Delight, 2017). The company develops a reasonable strategy that will create social media marketing presence for the brand of bread that is newly introduced by the company. To create a proper strategy for the social media presence, there are various steps that can be described as below-
Choose the appropriate right network
It is not possible to the company have to be them on all networks. The company takes decision according to the time that can be devoted to a social network. Moreover, it can be decided according to the audience research and demographics with the help of Survey (Hamer, 2016). There is various social media marketing network i.e. Facebook, Instagram, Twitter, and LinkedIn.
Bakers Delight applies each element of SMART approach to clarify the goals after applying social media marketing plan in the business. The company should specifically define its goals towards the overall business objective that provides a way for the clear leadership. For example- the company wants to increase their engagement in the current month (Wollan et al., 2011). In addition to this, the company should measure the tactics that are associated with the specific goal of the business. The goals that have been decided by Bakers Delight should be attainable and it is also aligned with the understanding of audience and interest around the product initiative. The goals that have been achieved by Bakers Delight with the help of social media marketing should be realistic and fit in the business in a manageable way. The brand promotion with social media should be time- bound and add a deadline for their goal.
Bakers Delight mainly target the children that include M&M fingers as day-to-day items of lunch. The product of Bakers Delight should be mainly eaten by children. At the same time, with the help of social media marketing, the targeting audience of the company is families and students who order bread and other product for birthdays and special events (Cormack, 2017). The company’s customers segment depends on the price and time. With the help of social media, the customers easily search the bakery that is situated near to the business park. Hence, the office worker drops their order for breakfast muffin and sandwich and pastries during lunch and office hours.
Mainly the company is working with the help of facebook and twitter, where the potential customers of the company spend much more time. Therefore, the company needs to identify right content that is most effective for the target customers. Digital media marketing is an effective strategy and above mention steps are the best way by which the company implements social media in their business.
A social media marketing plan is a summary of everything that can be done by business and hope to achieve in the business by using social media network. The Gantt chart for the implementation of social media marketing in Bakers Delight cab be described as below-
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Name of the Activity |
Number of Weeks |
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1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
9 |
10 |
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Create social media marketing objectives and goals |
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Conduct social media audit |
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Create and improve the social media accounts of the company |
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Get social media inspiration from the competitors, clients and other industry leaders |
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Create plan for content and editorial calendar |
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Test, adjust and evaluate the social media marketing plan |
Step- 1 Create social media marketing objectives and goals
The first step of social media marketing plan is to establish goals and objective that the company wants to achieve in the future years. This process takes the time of 2 weeks and these goals and objectives quickly should be aligned with the wider marketing strategy (Tuten and Solomon, 2014). To create social media objectives and goals, the company follows the SMART goals approach. The aim of the social media marketing is to reach the number of people.
Step- 2 Conduct social media audit
Before the creating of the social media plan, the company needs to access the current social media that is used and how it is working. Therefore, this is a step to figuring out that is currently using social media platform and which social media platform is used by the customers. This process takes the time of 2 weeks.
Step- 3 Create and improve the social media accounts of the company
Once the social media audit is completed, it is the time hone the online presence of the Bakers Delight. With the help of this step, the company will choose the best network that is suitable for the company to meet the social media marketing goals (Evans, 2010). The company also improves their existing social media networks. The process takes the time of almost 2 weeks.
Step- 4 Get social media inspiration from the competitors, clients and other industry leaders
In this process, the company looks the other industry that is sharing their information on the social media platform. The company evaluates the difference between their company and the competitors. The consumer can also inspire not only from the content that has been shared by the company but also the way by which the company phrases its message. The process will take the time around 2 weeks.
Step- 5 Create plan for content and editorial calendar
If the company having a great content that their chances of success through the social media marketing will increase. The plan should also include the marketing plan for content and also comprised the strategies for the creation of content and the editorial calendar (Levinson and Gibson, 2010). With the help of editorial calendar, Bakers Delight will list their times and date that the company plan to use in the social media campaigns.
Step 6- Test, adjust and evaluate the social media marketing plan
To implement the social media marketing plan, the company should constantly be testing the every action that has been taken by the company on the social media platform. This process will take the time of around 3 weeks.
The social media marketing plan within the Bakers Delight can be a monitor with the help of social media optimization and sprout social to see which post of the company are driving traffic and overall revenue (Adeyinka, 2014). The company monitors the effectiveness about 2-3 month out from the starting date. It can be said that every social media strategy will look different and will give various results.
Conclusion
From the above discussion, it can be concluded that social media marketing is a new concept that focused on the action of the customer through social media platform. In addition to this, the use of social media created new opportunities for the business and created a new relationship between the business and the customers. The company was using different ways of social media marketing to make the delightful experience of the customers. From the above analysis, it can be recommended that company should simply appoint a schedule of marketing that will be sync with the help of Google calendar. Hence, it will helpful to see the availability of the product and brand.
Reference
Adeyinka, T. (2014) Social Media Strategies for Dynamic Library Service Development
Advances in Library and Information Science. USA: IGI Global.
Bakers Delight (2017) Contact with us. [Online]. Available at: https://bakersdelightbowral.weebly.com/marketing.html (Accessed: 7 April 2017).
Campaignbrief (2010) Baker’s Delight aims for first slice of the social media action via Visual Jazz campaign. [Online]. Available at: https://www.campaignbrief.com/2010/08/bakers-delight-aims-for-first.html (Accessed: 7 April 2017).
Cormack, L. (2017) Complaint about Bakers Delight ad for mini finger buns with M&Ms upheld, SMH, [Online]. Available at: https://www.smh.com.au/business/consumer-affairs/complaint-about-bakers-delight-ad-for-mini-finger-buns-with-mms-upheld-20170306-gurfp2.html (Accessed: 7 April 2017).
Demers, J. (2014) The Top 10 Benefits Of Social Media Marketing, forbes, [Online]. Available at: https://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#11f508eb1f80 (Accessed: 7 April 2017).
Evans, L. (2010) Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media. Australia: Pearson Education.
Hamer, M. (2016) Hostess masters social media marketing. [Online]. Available at: https://www.bakingbusiness.com/articles/news_home/Business/2016/04/Hostess_masters_social_media_m.aspx?ID=%7B7D1D21A1-C09A-47CD-A9A9-00EBB66513AB%7D&cck=1 (Accessed: 7 April 2017).
Hamm, S. (2016) 6 Reasons Businesses Need Social Media Marketing. [Online]. Available at:
https://www.business2community.com/social-media/6-reasons-businesses-need-social-media-marketing-01646091#RwqxmzvZcCBpHDVe.97 (Accessed: 7 April 2017).
Levinson, J.C., and Gibson, S. (2010) Guerrilla Marketing for Social Media: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits. Canada: Entrepreneur Press.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R. and Brennan, L. (2014) Advertising: Principles and Practice. Australia: Pearson.
QSR Media (2015) Bakers Delight now has 13.6% share of the Australian fresh bread market. [Online]. Available at: https://qsrmedia.com.au/franchising/in-focus/bakers-delight-now-has-136-share-australian-fresh-bread-market (Accessed: 7 April 2017).
Tuten, T. L. and Solomon, M.R. (2014) Social Media Marketing. London: SAGE.
Wollan, R., Smith, N. and Zhou, C. (2011) The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business. USA: Wiley.
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