Third

Tequila Country Class

The evaluation metrics we are going to use

-Appling the Zoho Crm would give the company the information about the loyal costumers that the tequila company have and the migration ones. On the business level we can measure the migration clients.

- Tequila Country Class is going to have a web page in which people can see the product and how is it made as well as the benefits. One of the great things about this product is that can be consume by everyone because there’s no artificial sugar added, Agave honey is the key composition element.  On the web page we are going definitely going to talk about the benefits and compare them to the regular tequila. By comparing the benefits we are going to attract a new market concern about the health. On the marketing level we measure leads, cost per acquisition, average order value.

-Keywords are a great strategy for any business, when you look for tequila we are going to intent to be on the very fist options. When your web page appears on the first links on a research is guaranty that many people are going to enter a look at your product. The Tequila Country Class is quit new and there’s not many conception about the brand so by having a keyword search would help them a lot, also cost per click would be a great opportunity because you can compare the entries with the sales. The website level is going to measure origin of visitor, keywords and cost per click.

Analytics web program

The web analytic program that we selected to apply on the tequila company would be the google analytic, it provide information about the website according to the audience. The tool can be applied to generate reports of the performance of the website and the user traffic regarding your marketing campaign.

Contingency plan 

If all of the actions didn’t work is time to act quickly, money is really important when you try to establish a brand but not the only alternative. Getting a community manager and a PR are going to help if the other strategies didn’t work as needed.

Nandi Spa

Nandi Spa is now challenging a difficult situation because it’s not receiving enough incomes in order to get to the breakpoint. In order to resolve this big problem, we are planning to do an integral plan involving the relational marketing strategies so we can increase the client’s traffic and also we are suggesting some actions that the Spa may do in order to reduce costs and decrease the breakpoint

-       To develop a loyalty program for the new clients. In this program we are offering discounts to our clients when they achieve certain number of services in the Spa. This membership should have a small price so we can earn extra money with the loyalty of our clients.

-       To develop an intern loyalty program for our employees. We are proposing to give special discounts or commission to our people if they can bring extra people to the Spa in a certain time lapse. This strategy is developed in order to increase the sales of the Spa using a mix of customer’s channels.

-       Develop a B2B strategy. A new business model for Nandi Spa could be making strategic associations with other companies like Banks, Insurance companies, Car Dealers, etc.… . In this strategy we are proposing that those companies would offer special extra bonus to their employees so they can enjoy at least once a month the services of our Spa and also those companies could deduct some taxes. The other part of this proposal is that Nandi Spa also would give service to the clients of our associates companies. With this strategy we are expecting to increase the traffic of new clients to our spa and also to place our brand in the mind of our clients.

-       Create packages for social events. We are planning to offer the services of Nandi Spa in special events. The services that we are going to give are:

o   Face Facials

o   Craniofacial

o   Hand massage

o   Manicure

Also we are planning to sell some of our products in this events in order to increase the incomes of our operation.

The events that we can cover are:

o   Baby showers

o   Sport events

o   Bachelorette party

o   Conventions

o   Congresses

-       Digital ambassadors. We are planning to invite famous people from our city to the Spa, so they can enjoy the services of our company. The main idea of this plan is that this people would post in their social pages that they visited our Spa so all of their followers would know our brand.

-       Landing page. Develop a landing page to generate new leads, also add a new blog with interesting content, and share information through the blog. All this information would tell our customers about the benefits of our services and also interesting facts and advices.

-       Google Ads and Facebook Ads campaign. This strategy would generate traffic to our landing page and also would make presence in a vast community of potential customers through the social networks.

What evaluation metrics are you going to use for each level involved in your proposal?

Marketing.-

-       Cost per acquisition (Google ads and Facebook ads)

-       Conversion rate (Digital Ambassadors, Landing page)

Website.-

-       Origin of visitors

-       Cost per click

-       Keywords

Business.-

-       Benefits

-       Services

-       Strategic alliances

-       Sales

What will be your contingency plan correction plan and when do you suggest starting implementation?

We are expecting to increase the sales of the Spa in a term of 6 months and to overcome the breakpoint. If we don’t get the results that we are expecting we would think in develop another strategy in order to reduce all the costs of the Spa so we can survive. In the worst of the cases, the Spa would close the doors forever.

Ciudad de los Almuerzos Metrics and Goals

Third Blog Entry

Alejandra Solana - Miguel Garibay - Hilde Prinse

A) What evaluation metrics are you going to use for each level involved in your proposal?

Business

• Objective

    Create online audience whom will become clients in a close future.

• SMART goal

    Having 500 new fans on the Facebook account in a month with a budget of $2000.

• KPI

    Number of fans or the percentage of growth on Facebook at the end of the month.

Marketing

• Objective

    Create online audience whom will become clients in a close future.

• SMART goal

    Having 1000 new visitors on Facebook page in a month with a budget of $2000.

• KPI

Number of new visitors or the percentage of growth on Facebook at the end of the month.

Clients

• Objective

    Have traffic through our  email campaign to our social media and web page.

• SMART goal

    Having 50 conversions in our email marketing per month with a budget of $2000.

• KPI

    The conversion rate in our email marketing program MailChimp.

Website

• Objective

    Increasing online reservations.

• SMART goal

    Having 100 conversions in Google AdWords per month with a budget of $3000.

• KPI

    Conversion rate in Google AdWords at the end of the month.

b) What web analytics program do you suggest for your company?

Google Analytics: We suggest this program because it allows to measure many things in the web page. Some examples and implementations of those things are:

• Sessions: This metric tells you how many people are visiting your website, and where they come from. These metrics could tell us If the Google Adwords is working or not.

• New Visitors: This metric tells you the average of visitors who are new in the webpage. Thanks to this metric you can know how many new clients you could have and if your campaigns are attracting new customers or the same ones.

• Average Session Duration: This metric allows to know if the webpage is useful for users.

Facebook Metrics: These metrics are useful to:

-To know how many new followers do they have per month.

-Get retroalimentation about the brand-customer interaction.  

-Obtain knowledge about customer issues and interests.

-Get information about demographics and psychographic market.

-Get information about post interaction and shares. This helps to know about the successful advertising campaign.  

Do they currently use any kind of program or analyze its presence in digital media in any way?

They actually use Facebook Metrics but  only to measure the number of followers.

c) What will be your contingency plan correction plan and when do you suggest starting implementation?

For starters, if the results are not the expected ones or if they don’t match, there are some things we must take in account:

• Analyze the main problem, trying to get to the buttom of it by answering why the results aren’t what we had expected.
• Re-evaluate if the analytic programs that we have chosen are the correct ones.
• Modify the analytic programs, it could be by adding or eliminating any of the options.
• Promote the Restaurant using all the social media it has and by letting the people know about it, so they could participate in constant blogs, discussion forums, comments, or any other kind of the digital media tools that the company uses.
• Trying a different strategies of Google AdWords as part of the communication and promotion.

After three months approximately, we are going to get results of the first strategy plan. Once we have them, me must determine if they are useful, and if they aren’t, we suggest that the appropriate thing to do is to start this contingency plan.