ADV 420 - Final Presentation
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The document discusses a marketing plan for Lay's potato chips. It focuses on using social media like Facebook, Twitter, YouTube and Instagram to increase brand awareness and sales of Lay's chips. The key tactic is to make social media content more relatable to target audiences. Most of the marketing budget will be spent on social media advertising and campaigns, with less emphasis on search engine marketing. The goal is to get more people engaging with the Lay's brand and ultimately purchase more potato chips.
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ADV 420 - Final Presentation
- 1. Alexandra Caldwell New Media Driver’s License Fall 2015 Photo Credit: Frito-Lay
- 2. Target Audience – Any one with purchasing power Tactics: • Social Media • Search Engine Marketing • Mobile Strategy Big Idea – RELATABILITY Photo Credit: Frito-Lay
- 3. Lay’s will focus on three social media outlets: Post Frequency: Post at least 1 time per day Post at least 3 times per day Post at least 1 time per week Post a complementing photo to every second or third post!
- 4. Make the images and video content MORE RELATABLE https://www.youtube.com/watch?v=-hzbsdhpj18 GIF created using GIPHY Photo Credit: PhotoPin
- 5. A large audience means the message must have wide appeal! Facebook Promoted Posts Facebook Page Likes Number of users viewing Lay’s content Twitter ‘Click to Engage’ Twitter ‘Click to Follow’ YouTube Pre-Roll Advertising Photo credit: Facebook, Twitter, YouTube, Pinterest, Linkedin
- 6. Keywords: Potato Chips Kettle Cooked Chips Potato Chips Baked Potato Chips Snack Snack Chips Lay’s Kettle Cooked Chips fritolay.com/lays-kettle-cooked/ So many flavors to choose from Pick up your bag today! Since exposure to the message is key, SEM is less important to my plan EXAMPLE:
- 7. Since the ultimate goal of this campaign is to sell chips, I would steer clear of creating a mobile app. Photo credit: Frito-Lay To Do: • Make the website more responsive • Focus more on the website (menus, features, etc.), and less on the pictures of chips Website Tablet Smartphones
- 8. The ‘Find a Store’ function on the website needs a few major improvements • Larger Map • More space to scroll through store information • Make better use of white space
- 9. Frito-Lay’s annual sales: $11.7 billion 20% of annual sales for marketing However… and more… Lay’s brand marketing budget – $3 million I would spend the majority of the budget on social media and social media advertising. I would spend the least amount of money on SEM.
- 10. Connect with me! • Twitter: @allycaldwell_ • Linkedin/in/alexandrascaldwell
Notas del editor
- Anyone with purchasing power can buy Lay’s potato chips, and while this may seem like a large target audience – you don’t want to risk alienating any of your potential customers. The big idea that I would like to employ is relatability. While analyzing and evaluating Lay’s digital campaign strategy throughout the semester, I noticed that they had a tendency to leave the consumer out of their materials - opting to use graphics instead of real people. My recommendation is to use social media, internet marketing and mobile strategy to reach consumers by relating to them as people.
- Throughout the course of this class, we have been told that driving traffic to your website – especially in the case of online purchases – is very powerful. However, Lay’s is brand who’s product is primarily purchased in stores. There, my focus is on exposure to the message, not exposure to the website. I recommend that Lay’s primarily focus on actively posting to Facebook, Twitter and YouTube, due to the wide variety of audiences these sites reach. posts to Twitter as least three times a day, Facebook at least once per day, and post to YouTube around once per week. As a rule, I would use a complementing photograph to every second or third post.
- Sticking with our big idea, I would not only post more content with images, but I would make the images more relatable. On YouTube, I would like to see more videos that are both entertaining and involve promotion. This video was very entertaining, yet they didn’t do more to promote it. This is why believe that cross-media collaboration is key to any strong social media campaign. The content featured on Facebook, should be similar to the media featured on Twitter. Likewise, if a video is posted to YouTube, it should be promoted on their other social networking sites.
- Since the proposed target audience is large, the message must appeal to a wide audience and it must reach as many people as possible within the brand's means. I would recommend using Facebook promoted posts to bring Lay’s status updates to a wider audience. I would also consider using the page likes function to gain more followers on Facebook, so more Facebook users will see Lay’s content in the future. On Twitter I recommend taking advantage of click to follow (account promotion) and click to engage (tweet, hashtag and trend promotion) advertising. I would consider using YouTube’s pre-roll advertising - creating a quick 30 sec clip which would run prior to the start of popular videos. I would not recommend using Pinterest, Instagram, or Linkedin to advertise online. Pinterest and Instagram are sites focused on photographs and are therefore targeted more towards lifestyle. Since the Lay’s brand is not a lifestyle brand, I believe their online advertising dollars would be best spent elsewhere. Likewise, Linkedin is a professional networking site, advertising potato chips would seem out of place to users and would therefore be less effective than other sites.
- Search Engine Marketing is a powerful tool which brands can use to drive traffic to their website. Since my proposed goal is more about exposure to the message and less about driving traffic to the website, I recommend focusing less resources on SEM, and more resources in other areas. Using the tools provided this semester, such as WordStream’s free keyword tool, I determined that Lay’s should focus on keywords and phrases such as potato chips, kettle cooked potato chips, potato chips baked, potato chips snack, and snack chips. A good example of a general SEM advertisement would be: According to Google AdWords, the headline must remain at 25 or less characters, and the subsequent lines of the ad must remain under 35 characters. My headline is exactly 25 characters, my display URL is 33 characters, my description line 1 is 30 characters and my description line 2 is 23 characters.
- Due to the fact that Lay’s is a consumer brand whose ultimate goal is to sell chips, I would steer clear of creating a mobile app. In this case the app’s cost would outweigh its potential for a profit, in other words the return on investment would be low. My mobile strategy would start with making their mobile website more responsive. Put more attention on the website’s features (the menu) and less attention on the giant picture of chips.
- Furthermore I would improve upon their “find a store” function on their mobile website. I love the idea behind their “Find a store” option, I think it would be very useful for potential customers to use if they are looking for a specific flavor. To improve the tool for mobile users, I would make it so the map covers the majority of the screen so users can view the stores nearest them (as opposed to searching through a tiny list on their already tiny screen).
- According to Forbes, Frito-Lay generated 11.7 billion dollars in sales as of May 2015. According to the standard, 20% of annual sales** should be spent on marketing. This would mean that 2.34 billion should be spent on marketing. However, keep in mind this money is also spent on the marketing of other Frito-Lay and PepsiCo products, such as Pepsi, Doritos, Cheetos, Tositos, Fritos and more. For this reason, I would estimate the Lay’s brand marketing budget around $3,000,000. With this budget, I would spend, by far, the most money on social media and social media advertising. Improvements to the website would be my next highest priority. I would spend the least amount of money on online display advertising, I would spend the second least amount of money on SEM. I would not recommend spending a large amount of money on SEM because most often one has to pay per click. Meaning, every time a user clicks on the ad, the organization must pay the agreed upon amount. Since potential customers cannot buy chips from the online website and must go to the store, it doesn’t make sense paying to have the user visit the site. It would be more influential to use other forms of online advertising, such as social media, to grow awareness online rather than encouraging a purchase on an online platform.