Be Your

BiggbyBest!!

A Digital Media Strategy

What Is Going On?

When you search “Coffee” on Google, biggby.com does not come up first, second, or third. It falls under its competition Starbucks, Grand River Coffee and Make-at-Home Coffee.

How Do We Do This?W

ho

are

we

focu

sin

g o

n?

Identify the Target Audience.

Beg

in t

he

Pla

n Use Social Media, Mobile Strategy and Internet Marketing to attract the Audience.

Trac

k th

e R

esu

lts

Evaluate the Budget and the Search Engine Optimization results.

Identifying The Target

The Target Audience is about 16-21. They are a group

eager to grow up and giving them a beverage that seems

adult-like while still being sweet will entice them to look into your company.

But how do you use that information?

What Do They Do?

Most internet users are within the Target

Audience. They often use the Top 10 Websites

of 2011

With this information, you know where to target your

ad campaigns in just a few steps!

Step 1: Social Media• There is no mention of the main Biggby

Blogger “Felicity” on the main website. Under its Be Connected section is only a promotional calendar. The Blog should be under that section.

• The blog cannot be placed under the coupon in the e-mails. The blog will not be read because most will stop after the coupon.

• The Blog needs to be more visually interesting, because people don’t want to read an article, they want to read something fun!

Twitter and Pinterest

Twitter now has 140 million users Pinterest has become the third

most popular site behind twitter

and facebook

The average

Twitter user has

126 followers.

Pinterest is projected to

account for 40% of

social media driven

purchases by Q2 2012

All Information from The Social Skinny

12% of consumers

have purchased a product

online because of info they found on Twitter

Buyers referred from Pinterest are

10% more likely to buy something

and spend an average of

10% more than visitors from other social networks

With all of these prospects, Biggbyneeds to play a role in both sites!

Facebook

Facebook is without a doubt the most popular site on the internet. With it comes a ton of options for you to advertise with them.

1. Add a twitterfeed account to inform followers on blog updates.

2. Continue the Community Photo Contest to generate public interest.

3. Create a visually interesting Facebook ad. Use Cost-Per-Click to generate interest from the public.

4. Include ads on Facebook games, as Zynga makes up 12% of Facebooksannual income and games require ads to be seen by users.

Step 2: Mobile Strategy

Foursquare, being part game, part social networking, can be very addicting for

this age group. To add some excitement, some companies have given

incentives for the “mayor” (he or she who “checks in” at that location the most frequently). This is something

Biggby should offer to increase sales and excitement at their locations.

Facebook allows for Ads for their games and makes their players watch them. Putting an ad in a game guarantees that your ad

will be seen.

Step 3: Internet Marketing

Google AdWords is based on Cost-Per-Click (CPC) marketing. They will put your ad at the top or the side of the page. When someone searches “coffee” it would be a great idea to put Biggby in a CPC environment so that they would be ahead of their competition. This is good, as 80% of all internet users see Google Ads.

Facebook also uses CPC for their ads but they allow for their consumers to target

their audience by location, age, gender, “likes”, and

activities.

Step 4: The Big Idea

To fully reach the target audience, you need another large promotion, similar to the BiggbyBirthday Celebration. The BiggbyBirthday Celebration is the most successful day of the year. Adding another day like this with generated excitement over all forms of the internet (blog, facebook, foursquare, twitter, main website) with extra incentives to follow (like giving away coupons on the cup and offering the “mayor” of foursquare discount) will draw the crowds, build loyalty and increase internet traffic naturally.

Budget

Facebook and Google AdWords will give you a daily budget between $50 US Dollars and $5000 per day. With this campaign I feel it is better to spend more on theFacebookads (where more of your target audience will be located). At first, start with spending $300 per day as a trial run for about a month. Use Facebookinsights because they’re free and see your reach of your audience and keep an eye on your followers.

They should also set aside a Foursquare fund for the “Mayor” of each store.

Conclusion

If all 4 steps are implemented your SEO ranking should improve over your competition and

your “likes” on facebook will improve as well as your twitter and Pinterest followers.

You will truly be your Biggby Best.