Milestone 2 Draft of Tactics

docx

School

Southern New Hampshire University *

*We aren’t endorsed by this school

Course

311

Subject

Marketing

Date

Jan 9, 2024

Type

docx

Pages

Uploaded by DrHedgehogMaster327

Lombardi 1 4-2 Final Project Milestone Two: Draft of Tactics Anthony Lombardi Southern New Hampshire University MKT 311 Professor Finui 7/23/2023

Lombardi 2 Mobile Marketing Tactics Recommendations  Tactic 1: Collaborating with content creators on YouTube who make “reaction” videos of TV series and movies. Also, give the YouTuber a promotion code to include in the video so that the audience can join Hulu using the promo code for the creator and receive a benefit for signing up such as “first month free and second month 50% off” for a Hulu subscription. o Differentiation: Hulu and Hulu’s main competitors, such as Netflix, often use celebrities and actors to promote their products or upcoming series on the platform. However, a large niche that is consistently growing in popularity has been completely ignored and unutilized by streaming services. YouTube reactor channels that post videos of them reacting to various forms of media such as music, videos, TV series, and movies have been growing in popularity, and partnering with them to reach their large audiences can help Hulu stand out from competitors and help the company reach its short-term goal of building brand awareness and of its new products and promotions to generate sales. Additionally, using a promo code that the content creator can include at some point in the video while he discusses some new upcoming series and movies on Hulu can help drive brand awareness, product awareness, and sales even more. o Justification: Reaction channels on YouTube are growing rapidly in popularity. A large reason for the growing popularity of reaction channels is their authenticity, which viewers greatly appreciate. Reaction channels give their viewers a sense of authenticity using “involuntary physiological reactions, authenticity claimed

Lombardi 3 through fandom, and authenticity because of the celebrity of the reactor allowing the viewer to feel they know them personally” (Cox, 2023). There is a very large number of reaction channels on YouTube and many of them specialize in certain forms of media such as music, TV series and movies, other YouTube videos, and many other forms of media that can be reacted to. Partnering with reaction channels that specialize in movie and TV series reactions would be the perfect choice for Hulu because many of the reactor's viewers are already interested in TV series and movies and may be more interested in joining Hulu than people who tend not to watch much TV or movies. Not only will collaborating with them bring more attention to Hulu and possibly create sales, but the use of a promo code in collaboration with the reactor would be even more effective. Promo codes are effective because they offer your audience that extra reason to do business with a company and they will also feel more incentivized to act if they have been considering the product for a while and feel like they can get it at a better price now (Molenaar, 2021). Overall, this strategy can help to generate sales for the company but can also increase the company’s mobile presence by getting more people talking about them online on social media sites such as YouTube and therefore bringing more awareness to the brand on mobile channels.  Tactic 2: Weather targeting, or weather-based marketing could be another very effective mobile strategy for Hulu. In general, weather targeting takes place when a company uses “a weather targeting platform like WeatherAds, which enables users to trigger ads and automate bid adjustments based on real-time weather information” (WeatherAds, n.d.). This strategy goes hand in hand with location-based marketing because the company will

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Lombardi 4 need to be aware of where its potential customers are and what the current or upcoming weather in the area is. o Differentiation: This strategy would help to differentiate Hulu from competitors by allowing them to target potential customers who have a higher chance of subscribing to the service based on their local weather. If a consumer's local area is expected to have two weeks of very poor weather conditions such as high levels of rain or snow, consumers in that specific area will be much more likely to be staying home watching television. With them being stuck at home with nothing to do, they may feel much more obligated to look for something new to watch and give Hulu a shot, especially if the product is actively being marketed to them while competitors fail to advertise at the same time. o Justification: “Weather is a primary determinant of consumer purchase behavior with everyday fluctuations affecting a wide range of industries” (WeatherAds, n.d.). Industries such as the automobile industry can benefit by advertising their products based on the local weather with car manufacturers who produce vehicles that are great in the snow benefiting by advertising to communities where the weather is very snowy and icy. In the same way, streaming services can benefit by advertising their product to places where the weather is very rainy, cold, or snowy which are all major factors that may keep people in the area indoors and watching TV. Those same people who are stuck at home may be bored and looking for something new to watch when they happen to stumble across an ad for Hulu while strolling through social media that was specifically targeted to them due to their local weather, and due to their current weather and boredom, they may feel extra

Lombardi 5 obligated to give Hulu a shot. This strategy allows Hulu to target the right people at the right time using mobile channels, which can ultimately increase their mobile presence and generate new sales.  Tactic 3: More effectively use social media to engage with customers and potential customers. After reviewing the various social media accounts of Hulu such as Twitter, Facebook, and Instagram they are lacking in customer engagement in comparison to competitors. All of Hulu’s posts on social media are clips and pictures from series and movies on the platform as well as upcoming series and movies, however, there is a major lack of engagement on the posts and using other posts such as surveys and polls asking the audience to voice concerns and problems as well as what they are excited about on the platform can help to drive engagement farther and increase sales and the company’s overall mobile presence. Additionally, looking at current posts from Hulu and reviewing the comments, Hulu replied to all the people with a “blue checkmark” but responded to very few actual customers who are voicing their opinion about the service. My recommendation is to begin to include polls and surveys on social media and to more actively reply and engage with consumers on these social media platforms. o Differentiation: If a company includes polls and surveys and makes changes based on how their customers respond, they will prove to their customers that they care about what the customer wants, and that alone will help the company stand out from competitors. Additionally, companies such as Netflix are much more effectively engaging with their audience on social media platforms by responding to them and having conversations that build loyalty and trust between the company and its customers. Hulu is lacking in this specific area and if they want

Lombardi 6 to stand out amongst competitors they need to work much harder to engage with as many customers as possible and build that brand loyalty. o Justification: Using polls and surveys will help Hulu increase its mobile presence and improve engagement between the company and its customers. In fact, incorporating polls and surveys can benefit a company by building real human engagement, more naturally connecting with customers, receiving real-time feedback on products or services, having a better understanding of what social media platforms its audience uses, can more easily determine what marketing ads will be effective, the chance to identify and solve issues the company may not be aware of, and a boost in the company’s reach (Fraraccio, n.d.). When it comes to engaging more effectively with customers on social media, actively responding to a customer’s comments and paying attention to what customers are saying in their comments can help a business in a great way. For example, a business can gain valuable customer feedback, improve its knowledge of customer preferences and interests, build stronger customer relationships, enhance its reputation, have an opportunity for customer advocacy, and earn a competitive advantage (Monae, 2023). By following these tactics Hulu can increase its mobile presence, build brand awareness, and generate sales, which are all a part of its short-term goals.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

Lombardi 7 References Cox, C. (2023). “Not Acting, Reacting: An Analysis of Reaction Videos, Reactors, Viewers and Authenticity”. Thesis and Dissertations. 9836. https://scholarsarchive.byu.edu/cgi/viewcontent.cgi?article=10845&context=etd Fraraccio, M. (n.d.). Why Your Business Should Be Using Social Media Polls. U.S. Chamber of Commerce. https://www.uschamber.com/co/grow/marketing/how-social-media-polls-can- grow-your-business Molenaar, K. (2021). How Promo Codes Can Help E-commerce Businesses. Influencer Marketing Hub. https://influencermarketinghub.com/promo-codes-ecommerce/ Monae, A. (2023). Here’s Why Customer Engagement on Social Media is Important to Your Brand. Entrepreneur. https://www.entrepreneur.com/science-technology/the-importance- of-customer-engagement-on-social-media/449786 WeatherAds. (n.d.). How Effective is Weather-Based Marketing? 4 Case Studies with ROI Stats. Retrieved from: https://www.weatherads.io/blog/how-effective-is-weather-based- marketing-4-case-studies-with-roi-stats

Milestone 2 Draft of Tactics

Related Documents