Communication tools
There are various digital marketing tools that a brand can use to reach its target market with information about the overall brand as well as specific products. The platforms provide means of providing varying content including videos, pictures and written details on the products. With that, the Chipotle marketing campaign will entail the use of various platforms to deliver different content to the target segments in ways that are captivating and capable of catching the audience attention. In that respect, the following is a summary of the digital platforms through which the brand will reach the target market across the globe.
Website
A company website is a great way to reach the market with product information that is not limited given that the website would belong to the Chipotle brand. With that, the Chipotle can easily provide information about its products where customers visiting the site for food and catering service information can easily access the details. For instance, Chipotle can use its website to feature information on its products and their prices. The website could also be used to provide information on the promotion offers such as price and quantity discounts. To achieve that the website can feature the food pictures and short videos on the products value to customers. Also, the website would provide a platform for the customer service to chat with visitors regarding their concerns such as health effects of the food, sourcing and catering seeervice standards.
Can reach the intended Chipotle’s audience through targeting on the basis of gender, device, interest, geography, or users who are similar. Additionally, it can maximize relevancy of the brand’s messages through targeting of the keywords in Tweets. It also involves getting the messages to people who are not yet Chipotle’s followers through promoting the brand’s Tweets. Finally, the brand can grow a high-value community of followers quickly and drive the word through the mouth to promote the account as well as track the follower base growth and see the engagement of the people with each single Tweet (Twitter, 2016). Considering the possibility of Twitter to easily reach several people with short messages, Chipotle can develop hashtag messages on its products and promotion offers inviting new customers to try its products and depicting the value that the products offers the target market. With the hashtags, it would be easy to spread the message as people retweet and share them with their followers.
Facebook pages are free marketing platforms for businesses. Such pages would allow Chipotle to identify itself not only by listing its catering services and the food products but also sharing links, posts and images on the pages that are customizable to provide a better sense of the business’s character and personality (Facebook, 2016).
The Facebook is a key development spot to a brand identity as well as it would show the human side of Chipotle. In the account, the brand may loosen the ties a bit by not being afraid also to be funny. It may even involve posting the brand’s videos about its chefs preparing the food and customers patronizing its eateries. Also, the Facebook provides its advertising form by use of Facebook ads that appear in the site`s column. These very classic adverts are normally referred more specifically like Marketplace Ads. They include a title with copy, image and click- link to the Facebook app, Facebook page or a website. Thus, Facebook advertising implementing into a marketing campaign is among the possible technique of increasing likes and website clicks.
The features of Facebook advertising include:
The demographic targeting on the age, location, interests and education by a business.
Ability to some up with budgets.
The Ad testing, where several ad versions may run simultaneously so as to compare setup and ad designs.
For the Facebook, Chipotle can use a combination of promotion messages, product images and videos on its products’ value. With that, the targets customers who access the Facebook page could share them with their friends and help reach many people. The platform could be considered effective as people are highly likely to try the products that their friends uses and recommends. Further, the platforms functionalities such as the likes and comments would help Chipotle identify how well the products are viewed in the market.
Blog
A blog is a great way to reach the market with posts about the brand and its products. With that, the brand could use a blog that seeks to inform the target audience about the company products through creative writing that captures the audience attention and drives traffic to the site. For instance, Chipotle could have a blog on nutrition seeking to educate its target market on the nutrition value of its products. Also, the blog would be an effective platform through which the brand could capture its responsible sourcing of the ingredients such as meat, and vegetables. Finally, the platform would provide feedback on customers views through their comments on the blog posts.
YouTube
Many businesses that are successful market through the use of video as their main strategy of introducing their services and products to the customers. From webinars, explainer videos, and video presentation, there are some ways for showcasing what the company offers to their target market.
YouTube has over one billion visitors every month offering a platform for the brand to consider as key part of the marketing strategy. Most of the potential customers of the company would rather watch an informative video on services or product of the company than reading the sales letter which is usually lengthy. YouTube is not only a great tool for promotion, but Chipotle can use this video host for creating the trust, recognition and authority by creating the business channel (YouTube, 2016).
For instance, Chipotle could prepare short videos on how it prepares its food and how the raw materials are sourced. That can be used to capture the brand’s responsible sourcing that seeks to ensure that its foods taste is not just determined by how it’s cooked but also how the ingredients are sources wit an example of free roaming pigs and vegetables grown in clean soil and environment. That would be crucial ways of letting the target customers be part of the process of how the food is sourced and prepared to make it easy for them to identify with the brand.
Google+
The Google+ is a service for social networking launched in 2011 by the Google Inc. The platform has over 500 million users and is a crucial part of social space. This platform comes with unique host features allowing the brand to categorize their contents as well as interact with different peoples groups. Below are some of the features of the Google + that are very useful for a content marketing campaign.
The Circles which is a function could allow Chipotle to group its contacts into the customized groups. Through this, it becomes easy for the business to place customers into groups and share specific information and contents which are targeted to them.
The Hangout is a feature that allows a business to have a group chat and video conferencing with members within a given circle.
The feature could be by Chipotle’s customer service department to chat with the target groups regarding the brand’s foods and ingredients sourcing as well as catering services.
The +1, which allows the users to share and recommend content. And Ripples, which is a function that provides statistics for the public posts, such as the number of the +1’s as well as the average length of a chain.
Brand Page of the Google + will allow the brand to position the business through the use of Google Plus. The function would allow Chipotle to connect and direct the groups to the company’s website. Brand Page’s probability of being featured in the Google search is very high (Android Central, 2016).
Flickr
This is a Yahoo-owned website, which provides photo sharing as well as host-related services to users at any level; from the starters to professionals. That is tremendously easy for anyone to make use of, and when well used with associates/ friends, it may be great fun.
Beyond being just any website, it is like a community with active and strong user base. Nielsen/Net Ratings noted that Flickr the fastest-rising photo sharing online web as well as the 5th popular overall. ComScore recently, according to their stats, announced that it has many ways of attracting visitors hence being among the most visited online sites. Further, it is normally free. Thus, Chipotle just needs an ID to be able to register. Then adding photos there is done by use of the simple system of upload (Flickr, 2016).
Given the above tools, Chipotle will be able to deliver content to the audience in the most effective manner considering that the channels are suited to deliver content to a global market and in ways that the target segments choose to access and share information.
For the platform, the Chipotle can share images of its food products such as the meat and vegetable spreads. It can also share images of its catering services. That would help effectively show the kind of tools and personnel the brand uses in its services.
With the above eight tools, Chipotle would be able to reach its target market with intended content in the form of short messages, product details, images, short videos and documentaries. With that, Chipotle could be able to promote its responsible food sourcing and processing as well as excellent catering services creating a brand image that the customers would want to identify with.
References
Android Central. (2016). About Google Plus. Retrieved 29 May 2916 from, http://www.androidcentral.com/what-google-and-why-should-i-use-it
Facebook. (2016). About Facebook. Retrieved 29 May 2916 from, https://www.facebook.com/facebook/info/?tab=page_info
Flickr. (2016). About Flickr. Retrieved 29 May 2916 from, https://www.flickr.com/about
Twitter. (2016). Advertise on Twitter. Retrieved 29 May 2916 from, https://ads.twitter.com/login?gclid=CjwKEAjwpqq6BRC99aKUkaSjuDsSJAC0pNTVIIrR1_VaenGsVQdpRYG5NeiqRbSyil2cdhndlc-6zRoCFXvw_wcB&ref=emem-ps-go-brand-acq-broad
YouTube. (2016). About YouTube. Retrieved 29 May 2916 from, https://www.youtube.com/yt/about/
