What will be the estimated timeline and budget percent for each Shipley's Do-nuts marketing campaigns strategies?

Strategies:

 

To increase brand awareness effectively, Shipley's Do-nuts should invest in the following:

 

1.     Focusing on social media and search engine.

2.     Increase presence in local events, booths, and conventions.

3.     Be more aggressive in creating trial purchases.

4.     Invest in printed advertisements.

Explanation:

In a brand's marketing stage, companies should invest in making customers aware of their brand/product and initiating trial purchases. It is not enough to just create brand awareness without investing in creating the initial product trial. By doing this, there is a larger chance to increase purchasers of the product that will ultimately results in gaining more loyal customers

 

 hence, Shipley's Do-nuts to do the following:

 

1. Increased online/digital presence

 

Most businesses now thrive because they have invested their marketing budget in improving or increasing their online presence. Social media and organic traffic from Google could definitely increase a brand's awareness especially if a company knows how to navigate their brand in digital space. For example, if a business appears in the google engine search when customers search for "donuts near me", Google will lead the users to the nearby Shipley's Do-nuts store. Also, if they invest in social media such as Facebook or Instagram platforms, this will help the potential customers be more aware of the brand by making them more available to the customers' inquiries in just one click of a button.

 

2. Increase presence in local events, booths, and conventions

 

Aside from increasing digital presence, Shipley's Do-nuts should also invest in increasing awareness for the brand locally by doing a designated local marketing campaign for each of the designated stores. This includes local store promotion (dependent from national brand promotion), which in return will help people around local stores to be more aware of Shipley's Do-nuts and branches.

3. Be more aggressive in creating trial purchases

 

In line with local marketing, each store should always create new ways to initiate trial purchases such as free tasting or early bird promotions. Once people are becoming more aware of these regular promotions it will ultimately lead people to be more aware of the brand/product in the long term, this will also help increase brand awareness on a national level.

4. Invest in printed advertisements

 

Despite the increase in the need of digital promotions, businesses should still consider investing in printed advertisements such as newspapers and brochures. People will have something to look back to when they keep these printed advertisements somewhere which might have resulted in helping the brand to be reinforced in their minds.