Elmore_Elizabeth_MKT_335_KitchenAid_Media_Plan

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Southern New Hampshire University *

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335

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Marketing

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Feb 20, 2024

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docx

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5

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KITCHEN AID Media Plan Southern New Hampshire University MKT 335
1 Kitchen Aid: Media Plan The following is a media plan in which we will discuss the rationale behind why we chose certain digital channels that will not only help us to introduce the new "KitchenAid Now You're Cookin'" campaign it will also help us to promote KitchenAid and its products to new heights. The three channels that we have chosen for this campaign is Facebook, YouTube, and Kitchen Aid's website. These channels will help us to utilize strategic advertising and key performance indicators. Campaign: Campaign Flight Dates: Channe l: Type of Ad Unit: Key KPI: Target Audience: Budget: Notes: Kitchen Aid Now You're Cookin' 3/1/24- 3/31/24 Faceboo k Facebook Business Page, Paid Advertisemen ts, Product Picture Post Engagement Rate, Reach, Click-Through Rate Adults ages 30-55+, who love to cook and or bake for their families and their guests. They thrive on a sense of community which they can share meals with. See note below** 4/1/24- 4/30/24 YouTub e In-Feed Video Ads, Skippable In- Stream Ads, and Non- Skippable In Stream Ads Engagement, Watch Time, Average View Duration, Audience Retention, Subscriber Growth Adults in their 20s-30s who enjoy cooking, making new recipes and showing them off. 5/1/24- 5/31/24 Website Display Ads, Links to Social Media Platforms, Link to Product Review Page Conversation Rate, Signup/Leads , % of New Visitors Adults whose ages range from 25- 45 love the variety in which the spice of life brings. They can use the different KitchenAid products to enhance the meals they cook for their friends, family, and guests. These products allow them to grow their expertise in the kitchen. Add date range Insert Channel Here Insert Type of Ad Here Insert KPI here Insert target audience/demographic info Add date range Insert Channel Here Insert Type of Ad Here Insert KPI here Insert target audience/demographic info
2 The first channel we are going to use to introduce the Now You're Cookin' campaign is Facebook. Facebook has been widely popular for several decades, with over 2.93 billion visitors per month. Facebook is the hub of the social landscape (Statista, 2022b). People frequently visit the channel throughout the day and share their lives with their friends, and family. They also use the social media platform to search for recommendations and interact with their peers through Facebook's messenger. Facebook also gives us the option to create a business page, along with photo and video post, paid advertisements in which we may highlight different KitchenAid products. Having a diverse target audience makes Facebook a great platform in which to market KitchenAid and its versatile range of products to its users who enjoy cooking and providing hot meals to their family, friends, and guests. Hosting gatherings helps to create a sense of community with those around them. The second channel that we are going to use to help promote KitchenAid's Now You're Cookin' campaign will be YouTube. YouTube is the second largest search engine on the web, and it delivers how to videos, music videos, and much more to its audience. With over 800 million different viewers who watch 4 billion videos per day YouTube has the potential to help your campaign soar to new heights. YouTube is a great platform on which to introduce new products and invite your audience to join in the fun of advertising and promoting your products by offering them the chance to post videos on how to use your products, YouTube also has the option to share sponsored advertisements which could highlight the versatile products that KitchenAid offers YouTube has a diverse group of demographics which make it one of the top platforms to market KitchenAid products to those who enjoy coming up with new recipes for their friends, family, and community to enjoy.
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