First of all, I would like to talk about my Company that is called Athletes Food. This company is basically a fast food restaurant with healthy and especially vitamin- and protein-rich food. In addition to that, the company should have a really good image, that shows that the originally fast food restaurant is a restaurant that delivers good service, outstanding quality at medium costs.
This diagram shows the average percentage of US. population engaged in sports and exercise per day from 2010-2018. This graph indicates that around 20%, so nearly every fifth person is doing sports daily. This part of the population should also be interested in Nutrition and eating healthy. This shows the potential of the company in Social media, because nearly every fifth person could possibly be interested in a restaurant like that and especially the age group from 18-24, which is really present in social media, could become potential and regularly costumers of my company.
My first step in the Social Media Strategy would be to create accounts for Instagram, Twitter and Facebook and set realistic goals in terms of Likes, Followers, and more.. . The importance of the social media networks is mentioned in their order. The budget for my marketing is really important, because although i can imagine who my target audience is, researches and surveys can help and indicate many potential costumers in age and gender. The next step would be to analyze competition and learn from the success and failures on social media, before my company can start to spend big money on sponsor deals and contracts with athletes and other companies.
One of my first steps would be signing contracts with athletes that represent exactly my target audience. The company serves food that is healthy and especially vitamin- and protein-rich food. Sports where this kind of food is really important could be: Soccer, Track and Field, Basketball, Tennis, Football, Volleyball, Hockey and many more. Those mentioned above are probably the most famous sports. The first step would be to sign at least one of the athletes for those sports. For example, a female Soccer player, male Basketball player, a group of male Football players, a female tennis player, …. . You could sign them over their agency’s or better you could try to team up with one of the Top sports brands like Nike, Adidas, Puma or Under Armor. The athletes would wear their sponsors clothes in the pictures and videos, while eating at your restaurant. This partnership could save you money and would give you an trustful image with attention.
The athletes and the brand would only be super most important in the beginning of my marketing strategy to generate attention and an image. After that Chefs and Nutrition specialist would become really important to show the people, for example, videos of them cooking food from the restaurant and Nutritionist explaining the benefits of the product the Company offers. This would ensure the image of the company and use the attention, created by the athletes, to get more people outside the target audience interested in the restaurant.
I would launch the companies Social Media Attack in November, because as seen in the graph above, i have the most potential to gain new costumers for my products in January after New Years. In November and December i should have gained a good amount of followers and attention through the Athletes and the brand, which makes it possible to have a high amount of followers, likes, …, after January. In my opinion it is not that important in the beginning to calculate the numbers of Likes and Followers you get, because the brand and the image that you create have their own value. After the first three months of the social media campaign, in this case, you can start to set more specific and more realistic goals for the platforms your on, in terms of likes, followers, views, and other social media platforms that could have a positive aspects on your marketing strategy.
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