1/30/2024 0 Comments Flamingo grill case studyTo balance the advertising campaign and make use of all the advertising media. Because of the management’s concern with attracting new customers, management stated that the advertising campaign must reach at least 100,000 new customers. ![]() Similarly, for internet ads, the preceding data are reliable up to a maximum of 20 the exposure rating declines to 5 and the potential number of new customers reached declines to 800 for additional ads.įlamingo’s management team accepted maximizing the total exposure rating across all media as the objective of the advertising campaign. Beyond 15 ads, the exposure rating declines to 20 and the number of new customers reached declines to 1200 per ad. ![]() For radio ads, the preceding data are reliable up to a maximum of 15 ads. For planning purposes, HJ recommended reducing the exposure rating to 55 and the estimate of the potential new customers reached to 1500 for any television ads beyond 10. After 10 ads, the benefit is expected to decline. For television, HJ stated that the exposure rating of 90 and the 4000 new customers reached per ad were reliable for the first 10 television ads. As expected, the more expensive television advertisement has the highest exposure effectiveness rating along with the greatest potential for reaching new customers.Īt this point, the HJ consultants pointed out that the data concerning exposure and reach were only applicable to the first few ads in each medium. It is a function of such things as image, message recall, visual and audio appeal, and so on. In addition to recommendations for the use of a conversational tone, addressing feedback with positivity, and implementing social customer relationship management, it was also recommended for the proprietors of small businesses to use analytics in order to benefit from the data collected from their customers.The exposure rating is viewed as a measure of the value of the ad to both existing customers and potential new customers. Limitations of the sample size were appreciated, and recommendations for future studies with a clustered sample including ethnic, minority, and women-owned businesses were made. The findings showed limited use of formalized marketing plans to complement social customer relationship management. The emergent themes included aiding in decision-making, enhancing customer engagement, increasing visibility of the business and cultivating customer loyalty. Contrary to the initial hypothesis, the findings showed that the proprietors of small businesses in Southern West Virginia are aware of the potential of social customer relationship management. ![]() One-on-one, semi-structured interviews were conducted on the participants and data analyzed through thematic analysis. A total of 20 participants were equally drawn from four county chambers of commerce in Southern West Virginia using the stratified sampling method. The study used a qualitative research methodology and a case study design. The purpose of this study was to explore the influence that the use of social customer relationship management has on the small businesses located in Southern West Virginia. Despite the availability of a more cost-effective alternative in the form of social customer relationship management, there is a failure to utilize the practice because of a lack of knowledge of the use of social media platforms for the purposes of customer relationship management. The limited-resource context in which small businesses operate impedes the ability of the proprietors of small businesses in implementing customer relationship management.
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