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The Role of Influencer Marketing

Description

This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of

This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.

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Created

Date Created
2018-05

Strategic Market Planning and Consumer Behavior for Top Cup Coffee House

Description

Top Cup plans on opening its doors by 2020 in Gilbert, Arizona. This differentiation strategy goes into depth about the steps needed to properly and efficiently introduce Top Cup to the coffee industry. A market analysis determined that Top Cup’s

Top Cup plans on opening its doors by 2020 in Gilbert, Arizona. This differentiation strategy goes into depth about the steps needed to properly and efficiently introduce Top Cup to the coffee industry. A market analysis determined that Top Cup’s ideal consumer is to be described as the “sophisticated” customer between the ages of 18-54. They are described as affluent, working professionals who value quality and will spend on luxury items. Considering that Top Cup is advertising its high-quality products, a zip analysis was performed on 85293 to validate the practicality of targeting this market segment. 64% of the population residing in this zip code, labeled Boomburbs, encompass the same appeals as the ideal consumer Top Cup should seek. Top Cup’s mission is to serve consumers the best quality premium coffee products in an ambience-centric environment. By utilizing a product value strategy and expert-recommended strategy, Top Cup can access higher margins of profit in their asking price. The implementation of a pub-themed coffee shop will differentiate Top Cup from industry competitors and provide a unique experience to consumers on a daily basis.

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Agent

Created

Date Created
2019-05

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Personalizing the In-Store Shopping Experience

Description

In this paper, I have designed a business model for a new type of fashion retail
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this

In this paper, I have designed a business model for a new type of fashion retail
store. This store will perfect the personal styling experience by utilizing customer and
apparel data to make individualized apparel recommendations. The format of this store
will heavily reduce the amount of search time for customers by only showing clothing
pieces that each person is likely to purchase, based on predictive analytics. In order to
plan this business model and determine whether a company of this style could be
successful, this paper includes research on the current environment of the fashion
industry, the company’s potential target market segmentation, and tactics for developing
the best customer offering.

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Agent

Created

Date Created
2020-05

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Developing Millennials For Future Sales Careers

Description

The millennial generation is quickly solidifying its place as the dominate generation within the workforce. As millennials transition through workplace hierarchy it is essential organizations understand how to properly develop incoming talent. This is especially important within sales as the

The millennial generation is quickly solidifying its place as the dominate generation within the workforce. As millennials transition through workplace hierarchy it is essential organizations understand how to properly develop incoming talent. This is especially important within sales as the opportunity cost for hiring and developing new sales professionals is much higher compared to other professions. Downward trends in millennial retention rates is also a strong contributing factor to the importance of understanding the millennial generation. This paper aims to identify key concepts and elements employers should incorporate into their sales training programs in order to better develop millennials entering sales roles. Through an analysis of each generation and sales training a clear framework will be identified to achieve this goal. Analyzing millennials unique strengths and weaknesses will provide the basis for the key areas employers need to focus on when designing their sales development programs. The framework identified is easily adaptable within any organizations as the concepts discussed can be universally applied.

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Agent

Created

Date Created
2017-05

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The Final Chapter: How Independent Booksellers Can Adapt to a Changing Industry

Description

The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing

The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing market. This examination is highly relevant given recent concerns that, with the rise of e-retailers like Amazon and the closure of bookstore chain Borders, brick-and-mortar bookstores may be superseded by new digital vendors. Independent bookstores are thought to be at a particular disadvantage to these retailers, given their limited size and resources, as well as the lack of capital or consumer base that a larger chain like Barnes and Noble can draw upon to invest in emerging technology. With these more limited financial opportunities, independent bookstores must find different ways to not only keep abreast of the technology that consumers are coming to expect from modern businesses, but attract customers.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.

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Created

Date Created
2017-05

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Nonnahs Consulting: Marketing Proposal

Description

This marketing proposal is designed to identify Nonnah Consulting's, a social media marketing company, current position of where they're at, where they want to be, and how they should get there.

Contributors

Agent

Created

Date Created
2017-05

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Rille & Co. Marketing Plan and Competitive Strategy

Description

Founded in November 2014, by owner Céline Rille, Rille & Co. is a creative studio that develops, implements and markets creative strategies for companies in hospitality, retail, entertainment, restaurant, and consumer product industries. Rille & Co. is coming to the

Founded in November 2014, by owner Céline Rille, Rille & Co. is a creative studio that develops, implements and markets creative strategies for companies in hospitality, retail, entertainment, restaurant, and consumer product industries. Rille & Co. is coming to the end of its first year of business, and it is crucial that the company examines the previous year and evaluates its strategy to continue success in the future. Organized into three key sections of analysis, the following marketing plan is intended to set the company up to achieve, and surpass, all goals in the coming years of operation.

First, the environment in which the company was operating in during its first quarter of business is examined, along with the strategies that were in place at that time. Included in this first section is also a comprehensive competitive analysis that examines how Rille & Co. fits into the competitive market. Next, the success of the initial strategy for Rille & Co. is analyzed through a SWOT analysis of the company’s standing as of Fall 2015. Finally, the third section of analysis contains key recommendations and alterations to the original strategy in order for the company to experience continual growth and success.

In all, if Rille & Co. implements the strategies outlined in this marketing plan, it should be able to continue business for years to come. The most important aspects of operation for the business are its internal organization, finding clients with the correct fit, and boosting its website’s SEO to better implement inbound marketing techniques. For an agency, it tends to be difficult to focus on these internal problems when clients’ needs come first. In this case, Rille & Co. must prioritize its own operations to better meet the needs of clients.

As Rille & Co’s first year of business is coming to a close, it is extremely important to note how far the company has come, despite any obstacles that made for an exciting first year. The agency is well on its way to achieving the standards of success it set for itself, but the agency’s success is also measured in its resilience and adaptability – necessary traits for any agency (or company, for that matter). With huge changes on the horizon, now is the time for Rille & Co. to demonstrate its resilience and adaptability again – coping with the loss of an integral employee and adapting to the needs of clients who may not be financially sound. The team should be proud of the work accomplished, and although it is the “end of an era,” Rille & Co. should prepare itself for the adventures that have yet to unfold.

Contributors

Agent

Created

Date Created
2015-12

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From Big Mac to Maharaja Mac: An Examination of Brand Management Practices Across National Borders

Description

In recent years, trade restrictions have been lifted, national borders have opened up, and technology has improved. As a result, companies have been able to expand beyond their home countries and operate in foreign markets. This phenomenon has led to

In recent years, trade restrictions have been lifted, national borders have opened up, and technology has improved. As a result, companies have been able to expand beyond their home countries and operate in foreign markets. This phenomenon has led to the rise of multinational corporations. Although there are been a trend towards international pursuits, not all businesses have been successful overseas. Further, there is no foolproof way to guarantee that a company will be lucrative in other markets. Some large, well-known multinational corporations have experienced great success in their home markets as well as some foreign markets; however, the same companies have experienced defeat in other national markets. The international expansion strategy that a company must pursue in order to be successful in a foreign market varies depending on the company as well as the foreign market it is entering. For this reason, companies must tailor their foreign expansion strategies to each of the markets in which they operate. From Big Mac to Maharaja Mac: An Analysis of Brand Management Practices Across National Borders examines international business expansion, particularly looking at brand management practices utilized by an array of multinational corporations. This thesis aims to research, analyze, and pinpoint key international brand management strategies and then make recommendations for corporations that are currently operating in a single market but wish to expand their reach beyond their home market's national borders.

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Agent

Created

Date Created
2016-12

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UniEvents: A Centralized Event Marketing Platform for the Increase in Campus Involvement

Description

Arizona State University students are currently out of the loop when it comes to hearing about events being held in their community. This is because there is no established service that provides an inclusive list of both on and near

Arizona State University students are currently out of the loop when it comes to hearing about events being held in their community. This is because there is no established service that provides an inclusive list of both on and near campus events. What's worse is that the current methods for event marketing rely heavily on who one knows. Currently, ASU students hear about events through word of mouth, email chains, Facebook pages, and posters around campus. Thankfully, there is now an event marketing method that is available to everyone. UniEvents is a newly developed event service that live-tracks events around ASU's Tempe campus. UniEvents consists of a webpage that accommodates all screen sizes and is accessible by all devices including smartphones, tablets, and desktop computers. The website offers a user-friendly interface and useful features. Students are able to scan through event listings on a calendar or they can use an interactive map to find events nearest to them. Furthermore, UniEvents also offers the option for users to submit events to be advertised through the service. This way, students and organizations can easily spread the word about events on campus. Through UniEvents, ASU students will finally be able to see a conclusive list of upcoming events in one convenient site. Students will be able to save time and hassle by not having to rely on numerous sources to learn about events. UniEvents is committed to help students learn about events and get involved in campus activities!

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Agent

Created

Date Created
2016-05

Original Extended Play: The Production and Marketing Plan

Description

Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording

Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording technology, wearable devices, and mobile operating systems, independent artists are able to extend their reach to a variety of audiences. Social media platforms' progression has further catalyzed artists' capability of growth, as they have the capacity to personalize marketing content, develop loyal fan-bases, and engage directly with potential consumers. Artists are increasingly fabricating their own unique spaces in an industry that was formerly controlled by conventions. This thesis involves the production of a three-song extended play, and ascertains how to effectively capitalize on the wide array of modern marketing platforms.

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Created

Date Created
2015-05