Matching Items (45)
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- All Subjects: Digital Marketing
- All Subjects: Branding
- Creators: Department of Marketing
Description
The purpose of this thesis was to analyze the social media marketing strategies of Goldvana, a recently launched startup who provides a nanotech-enhanced CBD brand, analyze the survey data from over 930 respondents, and make recommendations for Goldvana to improve its social media marketing strategy going forward.
After overviewing the science and efficacy of CBD, its legal background, industry trends, and best practices, this thesis will review Goldvana’s offerings, differentiation, and previous social media strategies.
Then, this thesis analyzes the data of a qualtrics survey sent to 933 respondents. Among the most interesting trends found were consumers’ heavy prioritization of the credibility of CBD brands, the suggested benefits that consumers were most strongly influenced by (stress relief, pain relief, headache relief), the strong preference of Instagram as a platform to engage with brands on, and significant correlations between CBD use and which benefits of CBD (as well as unique benefits of Goldvana) that consumers consider in their purchasing decision.
After analyzing the primary data, industry trends, and best practices, I make three categories of recommendations for Goldvana to revamp its current social media marketing strategy. These recommendations include new tactics for our content strategy, insight on how rebranding may benefit Goldvana, and ideas to install advertisement campaigns that are compliant with the guidelines of both social media platforms and the FDA.
ContributorsLaurie, Fitzgerald (Author) / Eaton, John (Thesis director) / Byrne, Jared (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor)
Created2022-05
Description
The NCAA’s legalization of athletes to profit off of their own name, image, and likeness (NIL) was met with mixed response from fans of collegiate sports. A popular talking point among people against NIL was that its legalization would cause talented athletes to “follow the money” and increase the recruiting quality at schools where NIL opportunities were plentiful. In essence, a theoretical “talent gap” would form due to this movement of athlete talent. The goal of this paper is to determine the talent gap’s existence or lack thereof while also setting stakeholders directly involved with NIL deals (colleges, businesses, companies) up for success in the age of NIL. This was executed first through the issuance of a survey that collected five categories of data: fandom and interest in college sports, industry sector interest, NIL preferences (structure, money, form), NIL recruiting preferences, and demographics. Following this collection of survey data, recruiting and transfer data for the years 2011-2023 was obtained and analyzed to determine the influence of specific variables in the recruiting process. The survey used in this paper was sent out to over 300 Arizona State University students from Dr. Eaton’s fall semester marketing class, with 158 participants filtered out in order to exclusively measure the responses of students with a similar perspective to athletes. The recruiting and transfer data was derived from the recruiting websites 247 Sports, Rivals, and On3 sports, with On3 Sports additionally providing NIL valuation estimates. Findings from the survey and recruiting data analysis could neither prove or disprove the existence of the theorized athletic talent gap. Results suggest that football or basketball program prestige is the true primary driver of talent movement, not NIL. Businesses looking to issue NIL deals should focus on the marketing obligations and payment structure of the deal rather than payment value, as money does not significantly influence the decision to take an NIL deal offer.
ContributorsSchmelzeis, Paul (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2023-05
Description
In this thesis, I attempted to analyze different rebrands that proved to be either successful or unsuccessful. As case studies, I looked into Old Spice and Sprite, the successful rebrands, and Tropicana, the unsuccessful one. From there, I attempted to breakdown and provide an analysis of similarities and differences of the factors affecting the successful rebrands, as well as between the successful and unsuccessful rebrands. This included key aspects such as the effects of competition as well as what external and internal conditions affected the result of the rebrand.
Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.
Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.
ContributorsWright, Hunter (Author) / Riker, Elise (Thesis director) / Bonfiglio, Thomas (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper delves into the strategies and practices employed by DJs (disc jockeys) in the electronic music industry to achieve success and maintain relevance in an ever-evolving landscape. In the rapidly evolving landscape of the modern digital world, both established and up-and-coming DJs face unique challenges in marketing themselves and creating a distinctive brand identity within the highly competitive electronic music industry. As the digital era continues to redefine the music landscape, traditional promotional strategies no longer suffice, and emerging DJs must navigate a complex ecosystem of online platforms, social media, streaming services, and live events to effectively promote their music and differentiate themselves from their peers. Through a comprehensive analysis of three DJs with varying levels of popularity, the study aims to identify the key factors contributing to their success, as well as areas for potential improvement. The objectives of the research are to understand the different approaches adopted by DJs, assess their effectiveness in engaging audiences and building a fan base, and offer insights into the evolving role of DJs in the digital age. The methodology involves a qualitative analysis of each DJ's career trajectory, including their musical style, branding, social media presence, and live performances. Additionally, the study incorporates survey data collected from Electronic Dance Music (EDM) fans to understand audience preferences and effective social media strategies, as well as interviews with DJs to gain firsthand insights into their experiences and perspectives. The results of the analysis reveal the diverse strategies employed by DJs to connect with audiences, ranging from innovative live performances to strategic social media engagement. Furthermore, the study highlights the importance of developing a unique musical identity and leveraging technology to enhance the live experience. In conclusion, the paper underscores the significance of adaptability, creativity, and authenticity in the success of DJs, while also acknowledging the challenges and opportunities presented by the digital age.
ContributorsBauer-Bedrick, Hugo (Author) / Hinderaker, Luke (Co-author) / Dong, Xiaodan (Thesis director) / Shea, Nicholas (Committee member) / Barrett, The Honors College (Contributor) / The Design School (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
This paper delves into the strategies and practices employed by DJs (disc jockeys) in the electronic music industry to achieve success and maintain relevance in an ever-evolving landscape. In the rapidly evolving landscape of the modern digital world, both established and up-and-coming DJs face unique challenges in marketing themselves and creating a distinctive brand identity within the highly competitive electronic music industry. As the digital era continues to redefine the music landscape, traditional promotional strategies no longer suffice, and emerging DJs must navigate a complex ecosystem of online platforms, social media, streaming services, and live events to effectively promote their music and differentiate themselves from their peers. Through a comprehensive analysis of three DJs with varying levels of popularity, the study aims to identify the key factors contributing to their success, as well as areas for potential improvement. The objectives of the research are to understand the different approaches adopted by DJs, assess their effectiveness in engaging audiences and building a fan base, and offer insights into the evolving role of DJs in the digital age. The methodology involves a qualitative analysis of each DJ's career trajectory, including their musical style, branding, social media presence, and live performances. Additionally, the study incorporates survey data collected from Electronic Dance Music (EDM) fans to understand audience preferences and effective social media strategies, as well as interviews with DJs to gain firsthand insights into their experiences and perspectives. The results of the analysis reveal the diverse strategies employed by DJs to connect with audiences, ranging from innovative live performances to strategic social media engagement. Furthermore, the study highlights the importance of developing a unique musical identity and leveraging technology to enhance the live experience. In conclusion, the paper underscores the significance of adaptability, creativity, and authenticity in the success of DJs, while also acknowledging the challenges and opportunities presented by the digital age.
ContributorsHinderaker, Luke (Author) / Bauer, Hugo (Co-author) / Dong, Xiaodan (Thesis director) / Shea, Nicholas (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor)
Created2024-05