Value proposition:

“Create unique, personalized and edible gifts with the touch of a button.”

Smart goal: Get 1,000 Monthly Active Users on the new app by the end of the year.

KPIs:

  1. Email campaign with an open rate of 20 percent
  2. Gain 2,000 new followers on social media
  3. 3:1 Cost per Acquisition

Channels:

The most important channel Bigfoot Donuts should use to market its personalized donuts is social media. Bigfoot Donuts has a strong following on Facebook and Instagram, as well as the resources to create attractive graphics for advertising, and their target market is made up of active online and daily social media users. By promoting its social media posts with trendy photographs of its personalized donuts, Bigfoot Donuts has the opportunity to grab the attention of its followers, as well as catch the eye of potential new followers. Social media advertising has the added benefit of being fairly low-cost, since Bigfoot Donuts has limited capital for investing in a marketing campaign.

Bigfoot Donuts should also use search advertising to grab people who are actively searching on Google or other search engines for personalized gifts or people who are actively searching for party favours for birthdays and other events. Many people hosting events may not be aware of Bigfoot Donuts or the services the new app provides, so search engine marketing can catch their attention (and pique their interest). Bigfoot Donuts can also catch people who are just looking for donuts.

The third marketing channel Bigfoot Donuts should focus on is email. By using a landing page, Bigfoot Donuts can grab the emails of their target demographic, some of whom have demanding careers and might need an email reminder about the app. Through email, Bigfoot Donuts can offer special deals or discounts to people so they are tempted to download the app and try it out for themselves.