The first proposed marketing technique for multicultural food
The target audience of multicultural food involves the residents of nursing homes, their relatives as well as friends, and personnel. Therefore, the primary customers and a considerable share of the secondary are the elderly, who find traditional marketing techniques trustworthy. TV commercials apparently are more effective than billboards or other exclusively visual materials, as many of the customers may have poor sight. It also would be reasonable to combine this type of marketing with public relations, which lies in telling stories whose characters the audience can perceive as positive examples. Ideally, the channels that are the most popular with the elderly should broadcast the commercial several times a day for better coverage.
Three resources that would be required to implement this marketing technique
The measure of the success of this marketing technique
In the process, the measure of success is the correspondence to the mission and vision of the selected organization. The former involves providing comfort, which is impossible with repetitive food, and the latter lies in smoothing age-related limitations, including the reduced mobility that prevents a person from traveling. Therefore, the commercial should be sufficiently illustrative to present the product as a chance to learn more about the world. Regarding the outcome, its effectiveness correlates directly with the amount of those who order multicultural food. This is possible to learn from the reports by the organization, which, therefore, are the main source of data.
The second proposed marketing technique for multicultural food
The other categories of secondary customers, such as younger relatives and personnel, predominantly rely on social media, which determines the need for digital marketing in parallel. It may include posts on Facebook, Instagram, and, optionally other popular networks. Such an approach allows for additional security, which also is integral to the organization’s mission, as the elderly are not necessarily able to ensure that a certain product is safe. It is worth noting that many find digital advertisements excessively annoying (Bailey, 2019). The posts, therefore, should be noticeable and memorable but not too frequent.
Three resources that would be required to implement this marketing technique
The measure of the success of this marketing technique
Due to the above emphasis on security, it would be reasonable to monitor how safe those who react to the advertisements consider the product. A quick and easy way to do this is to attach a topic-specific question with variants of answers to posts. Such a solution actually allows for measuring both the process and the outcome, as the latter is situational rather than final in the case. The amount of orders doubtlessly is another essential parameter. Alternatively, it is possible to conduct a similar survey prior to the advertising campaign and at least two times in the process, which would allow for checking the dynamics of public opinion.
Three additional marketing techniques to consider:
- A website; its existence can increase trust in the brand (Bailey, 2019).
- Radio broadcasts address such categories of customers as people with severe eyesight disabilities or those who do not spend much time on social networks.
- Content marketing, which allows for targeting particular groups more effectively.
References
Bailey, J. (2019). Digital marketing vs. traditional marketing: what’s the difference?99 Designs. Web.
Wynne, R. (2016). Five things everyone should know about public relations.Forbes. Web.