Matching Items (8)

How To Micro- Influence: An Exploration of Marketing Strategy

Description

The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to purchase a certain brand. For this thesis, we will be

The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to purchase a certain brand. For this thesis, we will be focusing on micro influencers who are defined as people that began as a regular, everyday person and became known for their knowledge about some specialist niche with a range of 10,000-500,000 followers.
To conduct research, we developed a survey that was distributed and taken by students at Arizona State University. The goal of surveying college students was to understand how young people who regularly use social media are persuaded by micro-influencers. To gain more insight, we interviewed three local micro-influencers that we discovered through Instagram and research. The goal of these interviews was to discover tactics that micro-influencers use when posting to market sponsored products. Additionally, we hoped to uncover a pattern that micro-influencers use when building their social media following. Ultimately, we developed a six-step guide from our research that aspiring micro-influencers can follow to strategize their rise as a social media micro-influencer. We also discuss the social media app TikTok, which we believe will be heavily used by influencers and micro-influencers in the future.

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Date Created
2020-05

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Circa Light: A Market Entry Strategy For NASA's Prototype Light Therapy Technology

Description

CircaLight is a Barrett Honors Thesis Project that was conducted through the Founder’s Lab Program in the W.P. Carey School of Business at Arizona State University. A team of three students, each with different majors, came together to complete the

CircaLight is a Barrett Honors Thesis Project that was conducted through the Founder’s Lab Program in the W.P. Carey School of Business at Arizona State University. A team of three students, each with different majors, came together to complete the project. Jackson Krug, Benjamin Sare, and Gabriel Zimm formed the team as part of Cohort 3 of the 2021-2022 Founders Lab Program. They are each pursuing bachelors degrees in Mechanical Engineering, Finance, and Business Administration, respectively. This diversity of schooling allowed them to approach this project from multiple, diverse perspectives. Due to their familiarity with sleep deprivation throughout college, the team chose to pursue a project centered around NASA’s Advanced Solid State Lighting System, which functionally mimics the changes in natural light that humans would typically experience on earth. This technology provides these same fluctuations to astronauts in space. A unique logo and branding were created for a potential product that would use this technology. Three different marketing strategies relating to this brand were developed and tested to achieve this project’s goal: determining the best prospective market for this technology. The three potential market areas we tested dealt with: general fatigue & lack of productivity, family sleep habits, and jet lag. Through our research, we found the most attractive market to be people who are looking to improve their sleep habits and productivity at home. Conversely, we concluded that while there is an audience for travel fatigue solutions, the market is not interested in this NASA technology.

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Created

Date Created
2022-05

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Hinkle Thesis Paper

Description

For this study, I visited twenty Sprouts Farmers Market locations across the Phoenix-metro area to determine the company’s in-store strategy to make their locations a destination that customers pleasantly anticipate visiting. As a business student myself and a Sprouts employee,

For this study, I visited twenty Sprouts Farmers Market locations across the Phoenix-metro area to determine the company’s in-store strategy to make their locations a destination that customers pleasantly anticipate visiting. As a business student myself and a Sprouts employee, I have familiarity with the company and desired to learn more about why Sprouts stores are so appealing and fun to visit. My method was to determine a representative sample of stores in the “Valley” to visit. At each location, I requested to speak with a manager and asked him or her four questions about that particular store. I also spent approximately forty minutes examining each location and observing details about each store according to a precomposed list of things to particularly notice but with room to add details regarding each store’s unique elements and commonalities with the other locations. The results of this study were rewarding, as at nineteen of the twenty stores I was able to speak with a manager who graciously answered my questions. I collected much data from these interviews and from my own observations. The most significant conclusion I reached was that Sprouts Farmers Market promotes health, natural-eating, freshness, and friendliness in every area. From pleasant employees to natural lighting to unique brands, Sprouts endeavors to carry products that meet the special dietary needs of each customer no matter how general or specific they may be. Another key discovery I made is that the entire company and each individual store revolves around the produce department. Because this is the core of the business, extra measures are taken to promote it, such as frequent produce deliveries to ensure fresh products are on the shelf, extra lighting in that part of the store, and frequent stocking and sweeping to keep the area full and clean. Additionally, the produce department has ample signage denoting organic and local products and information signs about how to consume various produce items, including information to learn about the farmers who grew the goods. Beyond these key elements of Sprouts Farmers Market, an intangible element exists which sets Sprouts apart from its competitors, and that is the personal touch. Sprouts’ employees are friendly, welcoming, and helpful. They are encouraged to ask customers if they need assistance and to inquire how their day is going. The employees are also educated on the products they sell as well as various dietary trends so that they can help shoppers find products that fit their needs. This warmth, helpfulness, and friendliness trickles down from the top management at each store and is communicated to the customers through their interactions with the employees. This personal touch is so important to Sprouts Farmers Market that the company even has a program to encourage employee helpfulness. It is called the “Yes” Program, and essentially empowers employees and managers to authorize price adjustments, exchanges, returns, and the like to assist and serve shoppers with exceptional customer service and provide whatever is necessary to make the customers happy and desirous to become repeat shoppers at Sprouts Farmers Market.

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Agent

Created

Date Created
2022-05

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Hinkle Thesis Presentation

Description

For this study, I visited twenty Sprouts Farmers Market locations across the Phoenix-metro area to determine the company’s in-store strategy to make their locations a destination that customers pleasantly anticipate visiting. As a business student myself and a Sprouts employee,

For this study, I visited twenty Sprouts Farmers Market locations across the Phoenix-metro area to determine the company’s in-store strategy to make their locations a destination that customers pleasantly anticipate visiting. As a business student myself and a Sprouts employee, I have familiarity with the company and desired to learn more about why Sprouts stores are so appealing and fun to visit. My method was to determine a representative sample of stores in the “Valley” to visit. At each location, I requested to speak with a manager and asked him or her four questions about that particular store. I also spent approximately forty minutes examining each location and observing details about each store according to a precomposed list of things to particularly notice but with room to add details regarding each store’s unique elements and commonalities with the other locations. The results of this study were rewarding, as at nineteen of the twenty stores I was able to speak with a manager who graciously answered my questions. I collected much data from these interviews and from my own observations. The most significant conclusion I reached was that Sprouts Farmers Market promotes health, natural-eating, freshness, and friendliness in every area. From pleasant employees to natural lighting to unique brands, Sprouts endeavors to carry products that meet the special dietary needs of each customer no matter how general or specific they may be. Another key discovery I made is that the entire company and each individual store revolves around the produce department. Because this is the core of the business, extra measures are taken to promote it, such as frequent produce deliveries to ensure fresh products are on the shelf, extra lighting in that part of the store, and frequent stocking and sweeping to keep the area full and clean. Additionally, the produce department has ample signage denoting organic and local products and information signs about how to consume various produce items, including information to learn about the farmers who grew the goods. Beyond these key elements of Sprouts Farmers Market, an intangible element exists which sets Sprouts apart from its competitors, and that is the personal touch. Sprouts’ employees are friendly, welcoming, and helpful. They are encouraged to ask customers if they need assistance and to inquire how their day is going. The employees are also educated on the products they sell as well as various dietary trends so that they can help shoppers find products that fit their needs. This warmth, helpfulness, and friendliness trickles down from the top management at each store and is communicated to the customers through their interactions with the employees. This personal touch is so important to Sprouts Farmers Market that the company even has a program to encourage employee helpfulness. It is called the “Yes” Program, and essentially empowers employees and managers to authorize price adjustments, exchanges, returns, and the like to assist and serve shoppers with exceptional customer service and provide whatever is necessary to make the customers happy and desirous to become repeat shoppers at Sprouts Farmers Market.

Contributors

Agent

Created

Date Created
2022-05

Sprouts Farmers Market's In-Store Marketing Strategy

Description

For this study, I visited twenty Sprouts Farmers Market locations across the Phoenix-metro area to determine the company’s in-store strategy to make their locations a destination that customers pleasantly anticipate visiting. As a business student myself and a Sprouts employee,

For this study, I visited twenty Sprouts Farmers Market locations across the Phoenix-metro area to determine the company’s in-store strategy to make their locations a destination that customers pleasantly anticipate visiting. As a business student myself and a Sprouts employee, I have familiarity with the company and desired to learn more about why Sprouts stores are so appealing and fun to visit. My method was to determine a representative sample of stores in the “Valley” to visit. At each location, I requested to speak with a manager and asked him or her four questions about that particular store. I also spent approximately forty minutes examining each location and observing details about each store according to a precomposed list of things to particularly notice but with room to add details regarding each store’s unique elements and commonalities with the other locations. The results of this study were rewarding, as at nineteen of the twenty stores I was able to speak with a manager who graciously answered my questions. I collected much data from these interviews and from my own observations. The most significant conclusion I reached was that Sprouts Farmers Market promotes health, natural-eating, freshness, and friendliness in every area. From pleasant employees to natural lighting to unique brands, Sprouts endeavors to carry products that meet the special dietary needs of each customer no matter how general or specific they may be. Another key discovery I made is that the entire company and each individual store revolves around the produce department. Because this is the core of the business, extra measures are taken to promote it, such as frequent produce deliveries to ensure fresh products are on the shelf, extra lighting in that part of the store, and frequent stocking and sweeping to keep the area full and clean. Additionally, the produce department has ample signage denoting organic and local products and information signs about how to consume various produce items, including information to learn about the farmers who grew the goods. Beyond these key elements of Sprouts Farmers Market, an intangible element exists which sets Sprouts apart from its competitors, and that is the personal touch. Sprouts’ employees are friendly, welcoming, and helpful. They are encouraged to ask customers if they need assistance and to inquire how their day is going. The employees are also educated on the products they sell as well as various dietary trends so that they can help shoppers find products that fit their needs. This warmth, helpfulness, and friendliness trickles down from the top management at each store and is communicated to the customers through their interactions with the employees. This personal touch is so important to Sprouts Farmers Market that the company even has a program to encourage employee helpfulness. It is called the “Yes” Program, and essentially empowers employees and managers to authorize price adjustments, exchanges, returns, and the like to assist and serve shoppers with exceptional customer service and provide whatever is necessary to make the customers happy and desirous to become repeat shoppers at Sprouts Farmers Market.

Contributors

Agent

Created

Date Created
2022-05

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Shulman Undergraduate Honors Thesis Presentation

Description

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the minds of consumers, brands must align their marketing strategies accordingly. Specifically, brands must use philanthropy as a selling point to attract consumers. Philanthropy serves the dual purpose of improving communities and, if done properly, creating a competitive context that businesses can use to their fiscal benefit. Cause marketing, in its simplest form, is the use of philanthropy by for-profit companies as a means of attracting clientele to increase sales. Through charitable involvement, for-profit companies can generate goodwill that in turn creates a positive public perception of their brand. By partnering with carefully selected charities and investing in charity-centric endeavors, companies can engage their customers and drive revenue while bettering their communities. From this standpoint, it behooves any business to engage in cause marketing initiatives as a means of attaining customers. This thesis articulates the value that cause marketing can add to a corporate portfolio, how community involvement can be parlayed into increased revenue, and why brands should invest in cause marketing tactics. A literature review was conducted, empirical information was collected and analyzed, and interview testimonials were used in defense of these claims. In conclusion, this thesis establishes statistical proof that cause marketing promotes sales by positively affecting consumer brand perception, a key factor in purchase consideration and purchasing decisions.

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Created

Date Created
2021-12

Cause Marketing: How Philanthropy Can Bolster the Bottom-Line

Description

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the minds of consumers, brands must align their marketing strategies accordingly. Specifically, brands must use philanthropy as a selling point to attract consumers. Philanthropy serves the dual purpose of improving communities and, if done properly, creating a competitive context that businesses can use to their fiscal benefit. Cause marketing, in its simplest form, is the use of philanthropy by for-profit companies as a means of attracting clientele to increase sales. Through charitable involvement, for-profit companies can generate goodwill that in turn creates a positive public perception of their brand. By partnering with carefully selected charities and investing in charity-centric endeavors, companies can engage their customers and drive revenue while bettering their communities. From this standpoint, it behooves any business to engage in cause marketing initiatives as a means of attaining customers. This thesis articulates the value that cause marketing can add to a corporate portfolio, how community involvement can be parlayed into increased revenue, and why brands should invest in cause marketing tactics. A literature review was conducted, empirical information was collected and analyzed, and interview testimonials were used in defense of these claims. In conclusion, this thesis establishes statistical proof that cause marketing promotes sales by positively affecting consumer brand perception, a key factor in purchase consideration and purchasing decisions.

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Created

Date Created
2021-12

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Shulman Thesis Paper

Description

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures

Consumers have changed their purchasing preferences from only requiring a product or service be of quality and affordably priced to demanding the businesses that offer such products or services be socially responsible entities, as well. As corporate social responsibility endures to be regarded as a necessary business practice in the minds of consumers, brands must align their marketing strategies accordingly. Specifically, brands must use philanthropy as a selling point to attract consumers. Philanthropy serves the dual purpose of improving communities and, if done properly, creating a competitive context that businesses can use to their fiscal benefit. Cause marketing, in its simplest form, is the use of philanthropy by for-profit companies as a means of attracting clientele to increase sales. Through charitable involvement, for-profit companies can generate goodwill that in turn creates a positive public perception of their brand. By partnering with carefully selected charities and investing in charity-centric endeavors, companies can engage their customers and drive revenue while bettering their communities. From this standpoint, it behooves any business to engage in cause marketing initiatives as a means of attaining customers. This thesis articulates the value that cause marketing can add to a corporate portfolio, how community involvement can be parlayed into increased revenue, and why brands should invest in cause marketing tactics. A literature review was conducted, empirical information was collected and analyzed, and interview testimonials were used in defense of these claims. In conclusion, this thesis establishes statistical proof that cause marketing promotes sales by positively affecting consumer brand perception, a key factor in purchase consideration and purchasing decisions.

Contributors

Agent

Created

Date Created
2021-12