Colonized Coffee is a unique provider of high-quality Arabica products at a lower cost. The company specializes in different coffee drinks, beginning with espresso and ending with café americano. The Colonized Coffee shop offers its clients non-coffee beverages and pastries as well. The company’s beliefs are related to their coffee products’ quality and taste. In the modern world, people have many choices and can select from various coffee brands the most affordable and tasteful one.
The main benefits of the Colonized Coffee products are high quality at a lower price. The company offers the most affordable versions of 100% Arabica products, which are always fresh and stored properly. Customers should prefer Colonized Coffee products over the competition because the brand is new, and the prices are still inexpensive while the quality is high. Moreover, Colonized Coffee is associated with coziness, relaxation, and joy and makes people feel warmth and comfort from the first seconds they drink it. They do not need to hurry up on their way to work or school. They can enjoy the moment and perfect peerless taste of Colonized Coffee, paired with a piece of a delicious pastry or cookie.
The “How To” video series for Colonized Coffee will focus on creating new coffee recipes at home. For example, I will show my target audience the process of creating café americano or latte with almond milk, using kitchen utensils found in every house. The rationale for such a choice is that many people buy coffee to cook it at home, but they cannot fully enjoy its taste because they do not know how to make it delicious. The “How To” video series will help attract new customers who will watch a video and want to prepare the same coffee drink at home. Since the videos will use only the Colonized Coffee products, customers will need to visit the shop and buy a pack of coffee and some add-ons. I will also advertise special recipes that are only offered to those customers who follow the company’s Instagram account and web page. Such a strategy will make promotions more effective and make customers stay with the Colonized Coffee account.
One way in which I can increase online community involvement by encouraging submission to “How To” videos by followers is by offering them special coupons for their next purchases. For example, suppose followers make videos on how they prepare Colonized Coffee using the recipe provided by the company and tag or mention the company’s page on this video. In that case, they will receive a 10% coupon on the next purchase. I
f they create and post three different videos, they will get a free coffee cup. Such encouragements will arouse positive emotions and experiences, which are “important drivers of sustainable behavior and influence consumer choices” (Weber et al., 2021, p. 1149). The more interactions with followers occur, the more positive emotions they will experience and involve in the online community.
Moreover, those followers who post the most creative video and attract the biggest number of new followers will receive special gifts, for example, 1 kilo of coffee beans or a special discount for their favorite drink. Research shows that asking followers to create content promoting the brand and posting on Instagram Stories helps generate affective commitment with the followers and increase online community involvement (Casaló et al., 2021, p. 422). Even the tiniest rewards for submitting “How To” videos and other creative content will benefit the company’s marketing campaign.
Several metrics will be used to evaluate the progress of the video marketing campaign for Colonized Coffee. First, engagement metrics will help understand whether the company is interesting to the audience and effective for attracting new customers (Chan et al., 2020). These metrics include reposts, comments, likes, and creating video content for the brand. Tracking the number of new followers is extremely important at the beginning of the video campaign. Moreover, it is also vital to track the number of new customers who visit the Colonized Coffee shop after watching the “How To” video. Although it may be difficult to calculate the number of visitors who came after viewing such a video, it may be achieved by creating special offers for such customers. If the number of customers increases after launching the video marketing campaign, the campaign will be considered successful.
Developing an online video campaign as a marketing strategy for Colonized Coffee’s success has pros and cons. The main advantages of such a campaign are its costs, real-time results, portability, and global reach. Recording a video is one of the most cost-effective advertisement strategies since it does not require big investments. A video can be made with the help of a smartphone and edited using free editing tools. Moreover, such adverts are portable, can reach customers globally, and show results within a moment. At the same time, the main cons of such a campaign are ad-skipping, improper placement, and timing. Many people skip ads while surfing the Internet, so it is essential to grab their attention from the first seconds. If the video is displayed at the wrong time and on the wrong website, it will also be ineffective. Therefore, it is essential to analyze the target market, time, placement, and kind of data that will be shown in the video before posting it online.
References
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Be creative, my friend! Engaging users on Instagram by promoting positive emotions.Journal of Business Research, 130, 416-425. Web.
Chan, L., O’Hara, B., Phongsavan, P., Bauman, A., & Freeman, B. (2020). Review of evaluation metrics used in digital and traditional tobacco control campaigns.Journal of Medical Internet Research, 22(8). Web.
Weber, H., Loschelder, D. D., Lang, D. J., & Wiek, A. (2021). Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study.Journal of Marketing Management, 37(11-12), 1148-1168. Web.