MKT 229 Module Five - Key Performance Indicators

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Feb 20, 2024

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MKT 229 5-2 Milestone Three: Key Performance Indicators Southern New Hampshire University November 25, 2023

A critical component to the success of the SNHU Pet Supply’s campaign will be the ability to measure integrated marketing communication. Having the ability to correctly measure performance in a way that allows communication success throughout the organization is imperative. As the SNHU Pet Supply company is seeking to increase revenue as a result of the recent launch of their new product, Motobee, various marketing channels should be considered. Using trending social media apps, along with online or digital platforms and traditional broadcast platforms such as newspaper or periodical publications or television commercials, will be essential. Having the ability to individually capture data and measure the various communication avenues using a cohesive message will result in identifying if the messages are communicated effectively. SNHU Pet Supply will convey a message through the utilization of three marketing channels that will return values in the following ways. Achieve increased revenue for food by 20% compared to the prior calendar year in current markets, increase pet supply revenue by 30% by the end of the second quarter in 2024, and increase online brand awareness and establish a presence in Boise, Idaho, and Bozeman, Montana by the end of the second quarter in 2024. Facebook, Instagram, TikTok, Snapchat, and YouTube will be utilized to target existing customers located on the East Coast while expanding to new markets. These platforms will allow success to be measured as we evaluate and monitor the number of likes, mentions, followers, shares, and online clicks that direct the patron to the SNHU Pet Supply website. We will also evaluate views through videos and special offers through claimed by means of sales. Because the organization has not previously branched out to the new markets, potential customers will receive an online coupon code to purchase the new product, Motobee. In addition, a sample size package of the all-natural food manufactured by SNHU Pet Supply will

be included in this special offer. This approach will gain value for existing and new customers, which should result in an increase in the revenue from pet food. Through this approach, customers will be intrigued to try other products offered by the company as a result of the company's overall high-quality products. Customers will share their experiences on social media, which returns the value in additional word-of-mouth advertising. This approach will create brand awareness and advocates at a minimal cost to the company, all because of a sample product offered with purchase. The US Census Bureau reports that 97.5% of households in Bozeman have a computer, and 91.5% of households have internet or broadband, while Boise households reported 95.4% and 89.3%, respectively (Census.gov, 2023). Both markets have high traffic for computer and internet use and, therefore, would be top contenders for social media use. This is critical since there is not a brick-and-mortar store for patrons to purchase products, including the new Motobee toy. Bringing awareness to customers through various online platforms is key so pet owners feel at ease shopping online for their pets. The SNHU Marketing team will need to actively monitor and evaluate website patrons and measure clicks on the website to measure the overall performance. Evaluating email viewing, abandoned shopping carts, and sale conversions. Through the use of commercials displayed via broadband television, SNHU Pet Supply will be able to increase brand awareness and expand market share across a wider geographical region in Bozeman and Boise. It is essential that the SNHU marketing team collaborate with the local television stations to ensure the commercials run during peak viewing times to target select audiences. Branded search terms will need to be monitored by the marketing team. The company name and products must be followed to capture metrics on website visitors, the total time spent on the website, bounce rate, and page views, and to utilize attributes. Advertisement

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is the simplest and easiest form of communication. “Advertising is a way to communicate with the consumers of a product or service” (Khan & Khanum, 2021). Capturing individual KPI’s are important since there will be multiple channels used in this campaign. The truth of the success will surely be measured by analyzing performances on an individual basis and then generating a report exploiting the performance highlights, effectiveness, and benefits. It is unlikely that consumers use only one source to research, evaluate, and identify a product to purchase. It is not unlikely that a potential SNHU Pet Supply consumer would view the television ad but not rush to purchase without googling the product or company to seek more information. With social media platforms such as Facebook or TikToc, consumers may also seek pages to view comments from existing customers. While the target audience households may hold similar characteristics, each customer is individually unique, and therefore, their buying approach will also vary. It is key that the marketing team consider the various dimensions of each consumer group and absorb this when analyzing the overall performance of any marketing campaign. Once the integrated marketing communication plan for SNHU Pet Supply has been deployed, continuous communications within the organization will be executed to ensure all key stakeholders are constantly updated with performance and any necessary concerns that may require deviance in strategy. The marketing team will utilize a reporting dashboard that is active non-stop. Internal staff and stakeholders can access this on an as-needed basis, but not less than once daily, to ensure there are no gaps. This will allow full transparency to ensure the performance of the marketing campaign is not failing. A summary will be generated on a weekly basis and distributed to managers and supervisors via email. There will be a monthly all-hands meeting where a deeper dive into the prior performance is discussed, allowing segway into any necessary changes. Fostering a transparent approach across all staff is key to the success of the

organization. The goal is to implement transparency across the organization, which will increase employee interest and company morale. From the beginning, ideas of a new product through production and deploying the end product into the public market increase internal brand awareness. It is no secret that opening up this performance data will invite questions and encourage discussions about SNHU Pet Supply Company's intentions. The marketing team will be required to participate, ensuring all staff are on the same page regarding the organization. Executing this approach will allow internal stakeholders to bring questions, thoughts, or ideas to the table for discussion, promoting unique points of view by individuals or departments. External communication will be published appropriately. Annual revenue reports will be available to the public, with some content listed in a high-level summary. Because SNHU Pet Supply is not a public corporation, some data will be protected, but it will not be skewed. This approach will encourage public support of the organization. This data will also be available on the company website and via social platforms to ensure existing and possible customers have adequate information to know the company is ethical and displays social responsibility as a business.

Reference: Khan, F., & Khanum, N. (2021). Need Assessment through Animation in TV Food Advertisements: An Experimental Study. Journal of Behavioural Sciences, 31(2), 188– 213. U.S. Census Bureau. (2023). Boise, Idaho. Retrieved from: https://www.census.gov/quickfacts/fact/table/boisecitycityidaho/PST045222 U.S. Census Bureau. (2023). Bozeman, Montana. Retrieved from: https://www.census.gov/quickfacts/fact/table/bozemancitymontana/PST045222

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MKT 229 Module Five - Key Performance Indicators

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