Case Background
The study considers the role of media planning in promoting innovative products. It is feasible to provide full value promotion of the product on the market and overcome competitors only on condition of practical marketing strategies appliance. That is why the RV Partshop company and its main competitor, Tweetys, were analyzed to differentiate their products and discover the weak points of the clients’ customers’ approach. It was found that despite numerous publications, the company requires help with its sales and outreach. Implementing customer touchpoints, banner ads, and focal impact is a rational solution that satisfies the organization’s goals.
Problem Identification
The company is currently exceptionally active on social media, but it is not producing results because too few people are being reached. Thus, the crisis RV Partshop is currently facing is that the social media strategy does not reach people. Considering that social media is critical for achieving brand awareness and increasing the customer base, the company’s problems significantly hinder its performance (Appel et al., 2020). Therefore, there is a significant need to analyze the gaps in the organization’s performance and make recommendations to improve its results.
Case Analysis
RV Partshop is exceptionally active on social networks, and the statistics can confirm this fact. Three hundred forty-one posts have been made, which shows that the company understands the need to use social media platforms. However, there are only 19 people following the company’s account (RV Partshop, 2022). It means that the content they are posting is not very popular and, therefore, ineffective. One of RV Partshop’s competitors, Tweetys.com, currently has 3,200 subscribers and gets over 3,200 likes for various posts, while RV Partshop’s is several times less (Tweetys, 2022). The content shared by RV Partshop is mainly of a business nature. The images contain mostly RV cars and the accessories you can buy for them.
It is reasonable because the company shows its products at its disposal. However, it could be more creative, and the content could be more appealing to consumers. Sweetys.com solves this problem differently; they are more innovative in sharing content and showcasing a much more off-road travel experience. The company is likewise trying to energize customers by sharing funny content. RV Partshop encourages its subscribers to take action by referring to its website (RV Partshop, 2022). Followers can find more product information on the site. Tweetys.com operates similarly, but their outcomes are several times better (Tweetys, 2022). However, this company has many more subscribers, which means that reach is greater; presumably, more people are visiting the site to take action.
What sets RV Partshop apart from its competitors is that it offers all sorts of RV accessories. Sweetys.com’s social media only features RVs, and as mentioned earlier, RV Partshop tries to sell its products by sharing a lot of content. However, it is seen by few people, which presumably leads to few purchases and repeat purchases. Tweety’s.com has many more subscribers and also many more likes. Therefore, it is likely that this company also benefits more from its social media strategy. Both companies aim to reach as many people as possible with as much content. It is exemplary that both organizations are active on social media, but for RV Partshop, it is valuable to gain more subscribers.
Recommendations
Media planning significantly increases the effectiveness of the online advertising campaign through meticulous media selection and method optimization. It is essential to track which devices customers interacted with ads, which creatives worked sufficiently in social networks, and which keywords in contextual ads were more clicks. The first and most crucial step is to collect all possible data on customer touchpoints with the help of end-to-end analytics (Bala & Verma, 2018). This strategy will help combine CRM-system data, call tracking, advertising platforms, and other channels in one report.
Moreover, the development of an online advertising campaign can achieve impressive results in the shortest possible time by targeting the audience. It was discovered that the company needs help with product advertising and has low coverage. To remedy this situation, using banner advertising can be recommended. Banner advertising is an effective strategy for promotion, which increases the attendance of the target resource (Schultz et al., 2018). Placing a company’s static and dynamic banners on popular portals, websites, and blogs will lead to a noticeable increase in traffic from the very first days. The moment to advertise can mean the season, month, or time of day, but it all fits into the concept of aperture. The strategy for meeting these challenges involves balancing available finances and the campaign’s duration (Schultz et al., 2018). Companies are focused on the topic of camping, and therefore it is rational to implement a focal impact strategy to reduce costs and increase profits.
A focal impact strategy is characterized by alternating periods of intense and no advertising. The on-off schedule allows for a more protracted campaign. The use of periods of no advertising is driven by the hope that consumers will remember the brand for some time after the end of the advertising series (Bala & Verma, 2018). Since camping products have a seasonal effect, this strategy will help allocate funds more appropriately during the peak season and down sales period. Detailed analysis of consumers, taking into account the time factor together with banner advertising, will undoubtedly increase the company’s results and increase its competitive advantage.
References
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95. Web.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Luttrell, R. (2018). Social media: How to engage, share, and connect. Rowman & Littlefield.
RV Partshop (n.d.). RV Part Shop Canada. [Instagram page]. Instagram. Web.
Schultz, D. E., Block, M. P., & Viswanathan, V. (2018). Consumer-driven media planning and buying. Journal of Marketing Communications, 24(8), 761-778. Web.
Tweetys.com (n.d.). Tweetys.com. [Facebook page] Facebook. Web.