Elliot Campbell Blog

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Week Seven

This post aims to detail the product exposure that will be used for Cafe Indulgence. It will include marketing of the company and the branding that the company will use to promote itself.

As Cafe Indulgence is a small independent company, the budget to get exposure for the product is very limited. However, methods learnt from previous blog posts and the Liebtag extract will help find ways around creating great exposure for the brand.

As the cafe is located in a largely populated student area with Leeds Beckett’s . Headingley campus just a 10 minute walk away, the independent student newsletters, websites and social media are a great resource to obtain close to free advertisements. Social media is also an essential for the brand as it can be used as a secondary platform to the main primary website. With independent student news platforms such as The Tab, advertisements on here will be very important and will be great exposure for Café Indulgence.

A social media account will be created for Café Indulgence. This will be on both Facebook and Twitter. Wix has the ability to project tweets from the Twitter account and broadcast them directly from the main website. This will obtain more followers to the Twitter page and gain more traffic to the primary website.

Facebook’s ability to allow followers to share the content means free exposure for Café Indulgence. The Facebook account for the client will be embedded with promotional videos and photographs so that the user has content to share to their friends on Facebook. Café Indulgence will also gain exposure with flyers that will be handed around the area of Headingley. There may be some additional costs for this but it will prove to be a highly successful technique into getting people into the Café and boost sales.

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Week Six

This post aims to discover whether content is the most vital The Liebtag extract on understanding content marketing for websites explains that although content is key for a website, it is not the only thing which is vital.

Content is the foundation of every website as the information available tells the audience exactly what it is they need to know about the company, however it has been embedded on the site.

Other features of the websites have just as much as an impact as content and it is important to value these.

Branding of the site is just as vital as its content as logo’s and tag lines offer a promise to the user that the content the company is trying to promote is of a good quality, and also helps the company stand out in their competitive market. Making adverts clear and eyes on the eye will result in users clicking on the ad and therefore obtaining much more traffic to the page.

Keeping a consistency of the brand throughout the platforms in which the company uses to market itself is very important as it reflects how people interpret the company when they first go to its actual location. This means they expect the same quality from the company from when they first go to visit the venue to when the search it online. Secondary material to the website such as social media is equally as important as the content on the company’s website. ‘Research shows that the creation of primary website must be supported by additional activities as a social network activities, frequent actualization of website’.

Accessibility to the website is key as the more available links to the site across different areas of the web, will increase the traffic to the site and social media is the perfect platform for this as the option to share makes it available to others.

Bibliography:

Madlenak, RM., Madlenakova, LM., Svadlenka, LS., Salava, DS. 2015. Analysis of Website Traffic Dependence on Use of Selected Internet Marketing Tools. 2nd GLOBAL CONFERENCE on BUSINESS, ECONOMICS, MANAGEMENT and TOURISM  [Online]. 01 (01) pp. 123-128. [Accessed 16th March 2016]. Available from: http://eds.b.ebscohost.com.ezproxy.leedsbeckett.ac.uk/eds/detail/detail?vid=1&sid=b72faec3-341e-44c2-88ee-5774b48a0a49%40sessionmgr120&hid=108&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#db=edselp&AN=S221256711500355X

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Week Five

As Café Indulgence is in the heart of the Headingley area in Leeds, it has several rivals around the corner from where they are based such as on Otley Road and down towards North Lane, which have several café’s and similar establishments.

One of these rivals is Costello’s Bakery, which is just a 1-minute walk around the corner from Café Indulgence.

Costello’s Bakery has a strong online presence and is easily found on the web. By simply typing ‘Café’s Headingly’ into the web browser, Costello’s will appear as one of the top suggestions out of a list of other café’s in the area.

The website is laid out very professionally and is appealing to look at as a user. The menu tabs are clear and easy to find what it is you’re wanting to know about the company. The website also has a photograph slide on the homepage which consist of the company’s logo as well as food and drink that the company provide which is shot and edited and a very professional way. Down the page, Costello’s allows the user to view recent tweets that have been filtered through from the official Costello’s twitter page which also gives the user the opportunity to go to the page. The only downfall to that however is that it offers the user the chance to leave the main website therefore losing traffic. A good way to do this so the user can have both sites up at once is to make the twitter widget available to open in a separate tab. As well as twitter, Costello’s is available on other social media platforms such as Facebook and Instagram so is easy to find across the internet. Costello’s is a very strong rival to Café Indulgence and it is important that the new site for the company uses similar techniques to Costello’s to ensure it is up there with its competition as one of the leading cafe’s in the area.

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Week Four

In a situation where the client has a large budget and they have the ability to the brand could be launched in many promotional ways. An example of this could be in advertisements. Advertisements are an extremely effective way of getting consumers to buy the products and with a large budget this can be done in several ways. As this is for a local café, the client’s options could be to place advertisements in several newspapers across the city, advertisements across public transport, television adverts on local stations such as Calendar News on ITV and BBC Look North.

Another promotional technique the client could use to launch their organisation could be local celebrities to appear at the launch date for example former Leeds Rhinos captain and SPOTY 3rd place runner up Kevin Sinfield as the stadium is just up the road. This news can be spread through the same advertisements as well as social media.

 In most cases when an organisation is about to launch, their budget for advertising and promoting its launch won’t be as luxurious and easy as those with large investments. There are however effective ways of promoting the company with a lower budget such as social media and flyers. Social media is an extremely affective form of marketing as the user has the option to share the content to others resulting in more people being able to view the information.

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Week Three

When companies want to deliver information about what exactly they are aiming to sell to their clients, they need to transfer the information into some form of material where they can then release to their audience. This could be in the form of a blog post, which from there can be embedded as an email newsletter which clients can receive and read through. Another example of information being marketed to its audience is in the form white paper. A white paper document is essential a blank sheet which the client will fill out specifying everything that they are aiming to do. This can then be transferred into a suitable form of material such as a press release. A video describing what the company does such as a promotional video can be very effective as the user has to put in minimal effort to obtain as much information as they would for any other option such as a press release. This can then be made available to the audience through a suitable platform such as YouTube or other video viewing site or even straight onto the company’s website.

As Café Indulgence is an independent company, methods such as a press release may be ineffective as the budget to print this in local newspapers will be too expensive especially for a start-up business. A more suitable form would be to create a video and post onto YouTube and from there it can be shared on social media. This method would be the most effective as the audience are able to get an insight into what the new renovations will look like as well as costing the company nothing in expenses to create and share. Blog posts are also a good idea for this type of business and a suitable platform such as Twitter and Facebook will allow the company to be as competitive online as its rivals in the area such as Costello’s.

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Week Two

This post aims to identify the USP’s and Brand Values of Cafe Indulgence in Headingley, Leeds. ‘Brand identity has become increasingly important in a multi-channel television landscape,’ (Davies and Sigthorsson, 2013, p183).

Café Indulgence is one of Headingley’s most successful cafés. It has many unique selling points which means it receives a large number of customers walking through its doors every day. One reason for this is that it has food options for many different lifestyles such as vegan and vegetarian. In a community heavily consisting of new aged students this is vital as this lifestyle is becoming very popular with young people over the past few years. The location of Café Indulgence is another unique selling point, just off of Otley road it is a very busy area for commuters entering and leaving the city centre and its opening times means people are able to stop by to and from work on their routes. The business is also available through the internet via Just Eat. This means customers have the option of buying food and drink from the comfort of their home as this is not an option for many other cafe’s in the Headingley area. As the business is independent it means it has a connection with those in the community and people begin to form a friendship with the workers resulting in them visiting frequently and keeping the business running strong. A final unique selling point for Café Indulgence is that it’s open from the early hours of the morning right up until the evening which makes it more available than other cafe’s in the area.

 Bibliography

Davies, R and Sigthorsson, G (2013) Introducing the Creative Industries: From Theory to Practice, Sage

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Week One

Google Zeitgeist is a collection of the most talked about events searched on to Google during the course of a year. It collects data including search rate and the time it took for the news of the event to spread across the world. In November 2015, Paris came under attack as the notorious Islamic State claimed to have taken up to 130 lives in the heart of the French capital during a series of attacks that took place across the city. Some of the attacks happened to take place at the national stadium and a large music venue as well as several bars across the city on a dark Friday 13th.

The event was a huge thing on social media, which saw Google’s search engine reach its highest searches for ‘Paris’ in its existence and even doubled the amount of searches than the Charlie Hebdo attacks in the city less than a year earlier. News of the attack took just over one hour for Google users over in Saul Paulo to begin searching what was going on at around 22:34 Paris time.

A popular trend for the event which was used throughout many social media platforms including Twitter, Instagram and Facebook was #PrayForParis.

The most viewed video during the attacks was posted onto YouTube by Sky News titled ‘Paris Attack | Bataclan Hostages Leave’ which saw the moment police raided the music venue in search for the terrorists and received 2.8m+ views and counting.

 Overall the event had the highest amount of Google searches in 2015 and also the highest amount of searches in Google’s history. The use of hashtags and social media allowed the news of this event to spread quickly around the world and contributed to such high search rates.