Question one

Develop
a digital (online and mobile) plan to add to your IMC plan for the
company or product you are working on in your hypothetical business.

From
day one, we will be establishing an online presence to build our brand
and our reputation. As I mentioned earlier, taking pride in our work and
providing the best customer service to ensure all of our customers are
100% satisfied is our number one goal. Our digital marketing plan will
begin to grow as we get more jobs and more satisfied customers. My plan
is to have actual customer reviews and before and after photos of work
we have done for past customers in many of our ads we run. For example,
we would target anyone that searches for concrete flooring options, and
have sponsored ads hit their Facebook page with our work and examples of
satisfied customers. We may even take photos of our floors with a
smiling customer if they consent to it to put in our ads. Each ad will
offer free quotes and consultations on customers’ schedules. If our
potential customers are interested, we will include a link that funnels
these customers to our website as hot leads for further information from
them so we can reach out try and close new deals. Using Omni channel
integration we can run similar ads on google and Instagram, run pay per
click campaigns and target customers based on key search words and then
use the same funnel strategy for more leads.

Question two

Develop
a direct communications plan to add to your IMC plan for the company or
product you are working on in your hypothetical business.

Once
we acquire these leads via our digital marketing campaign, we will
follow up with phone calls to each potential customer to try and set up
appointments for new jobs. We will have a direct mail campaign using our
leads. If we close and finish a job for a customer, we will send them
follow up emails asking how they like our work and if they would
recommend us to anyone. This is where we can get valuable feedback to
better improve our business and also gives us an opportunity to rectify
and appease any mistakes or disgruntled customers. Again, customer
satisfaction is our number one goal. I would also send these same
customers we have already worked with targeted emails for referrals for
any friends or family with potential commission pay outs as rewards as
well.

For
customers that have not quite pulled the trigger on working with us, we
would also keep as warm leads for our direct mail campaign. Every week
or so we would send them follow up emails or automated text messages to
try and set up appointments for new jobs. If we end up closing any of
these leads then we migrate them over to the list above for existing
customers and rinse and repeat. With all this in mind, our email list
can be used for follow ups, feedback, reminders, referrals and
promotions and will be extremely important for the growth and success of
our business and also detrimental in building brand recognition and
providing the best possible customer service.

Question three

Develop
a social media communications plan to add to your IMC plan for the
company or product you are working on in your hypothetical business.

I
kind of already went into this a bit in question one, but again I would
just utilize pay per click and sponsored ads on Facebook and target
specific people who have searched specific keywords on google using some
basic SEO (search engine optimization) on google and targeting them on
facebook with ads for our business. These ads would include customer
reviews with pictures of our work (before and after photos) as well as
offers for free consultations and quotes. We want to give value to
people for nothing in return and demonstrate a willingness to give a
service for nothing in return. Each ad we run on different social media
platforms will have a link that funnels them to our website for more
information and a quotation form if they want a personalized quote and
an in person consultation. We will take these leads and follow up with
them via phone call and also add them to our direct mail list for follow
ups, reminders, feedback, referrals and promotions.