The customer needs to learn about the product ‘Licious Whiskers and increase brand awareness to ensure that they will become loyal customers. The current marketing and public relations campaign aims at addressing young adult consumers using the appropriate cultural codes this demographic group finds interesting. The budget for the first year of the company’s marketing is the essential component in this plan because brand awareness and recognition are formed during this period. Therefore, it is essential to reach the audience of young adult clients with a marketing campaign that pays attention to all vital details that the target group might find valuable.
‘Licious Whiskers is the perfect alternative for popular brands of beer like Guinness. Cider can be considered mild alcohol that helps people relax and feel more open to communication and making friends. This image should be central to the marketing and public relations campaign. It should include a description of the effect cider has on the physical and emotional state of the person who drinks it to let clients understand that they will feel the effect of the alcohol. It will warn them about potentially dangerous situations, including driving after drinking ‘Licious Whiskers, which is unacceptable. Therefore, the cautious attitude to the health state of potential clients will make the marketing and the public relations campaign ethical because it does not try to hide the aspects connected with the product (Vasterman 116). At the same time, the emphasis should be on the positive impact of ‘Licious Whiskers to make potential clients buy this product. The relaxation effect of the cider and its influence on the person’s behavior is the critical aspect that the campaigns should feature to increase clients’ awareness.
The target market demographics focus on young adults who do not want to lose the ability to socialize after drinking too much alcohol and want to relax. The combination of these goals the young audience might pursue shows that ‘Licious Whiskers is the optimal choice due to its comparatively mild effect. It is critical to emphasize that ‘Licious Whiskers does not lead to the emergence of depressing symptoms or increased levels of aggression compared to strong types of alcohol like cognac, vodka, or pure whiskey. Therefore, it is safe to drink ‘Licious Whiskers at a party or during communication with friends without being afraid of the negative consequences.
It is necessary to use media channels to build the brand’s awareness that is popular among the young adult population. The focus is on Internet media sources that include visual and textual promotion. Visual promotion is the primary concern in marketing and public relations campaigns (Vasterman 135). First, it is necessary to create promotional videos showing the company of young people partying and enjoying interacting with each other while drinking ‘Licious Whiskers. It is critical to emphasize the target audience demographics in this video and the message that ‘Licious Whiskers helps people open and connect their hearts. The public relations and marketing campaign photos should also feature a similar picture to create stable associations with relaxation in the good company. The video and the picture with the brand’s slogan should be promoted on video hosting services like YouTube and social media like Facebook and Instagram through the “stories” function. The demographic targeting on these websites allows the brand to popularize its name among those people who might become its potential loyal clients.
The first year of the brand’s existence is the most critical period in the popularization of the product. If the company does not increase clients’ awareness of the brand’s name and the peculiarities of its production, it might not survive in the market competition. Therefore, the budget for marketing and public relations campaigns should be significant during this time. The budget of ‘Licious Whiskers to promote the product features such categories as creation and design of content, social media advertising, traditional advertising, digital content management, analytics, and event marketing (Vasterman 211). The cost of hiring one individual to work on the content creation and advertising is $5.000. The company needs one content analyst, one content manager, and a team of actors and freelancers to film the video and make the photo session. Filming the advertising video and making the necessary images costs $10.000. The number of employees in the company responsible for marketing and public relations is two people, and the expenses on them are $10.000 per month/ $120.000 per year. Therefore, the total amount required for this task is $130.000 for the first year of work. Social media promotion and event marketing require approximately $3.000. The final annual marketing and public relations campaign cost is $133.000.
‘Licious Whiskers has increased brand awareness during the first year of work to create stable associations between having time in the pleasant company with drinking their product. The cider should be promoted among young adult people, and the campaigns should focus on this target audience to make the associations with the brand and the focus group evident to people. The estimated budget for the first year of the company’s work is $133.000, which allows ‘Licious Whiskers to use appropriate ways of popularizing the product on social media and video platforms.
Works Cited
Vasterman, Peter. From Media Hype to Twitter Storm. Amsterdam University Press, 2018.