Snapchat Marketing Proposal Plan

Running head: SNAPCHAT MARKETING FOR PRESS CAFE

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Utilizing Snapchat Marketing for Press Cafe

Bianca Esposito - [email protected]

Digital Marketing Professor Lin Humphrey

December 4, 2016


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Introduction to Snapchat Our mission is to boost Press Cafe’s presence on social media to increase sales and

overall awareness about the cafe located on 8 W Green St in Ithaca, New York. Snapchat is an incredible marketing tool that has the power to reach over 150 million users who watch 10 billion videos a day (MediaKix.com, 2016). This statistic exemplifies the power of using this platform to market your brand, engage with users, and create a personal digital presence that has the power to reach millions of users. To further illustrate the power of Snapchat Marketing, we have included an infographic originally featured in the article on Dreamgrow.com titled, How Snapchat Can Expand Your Brand, by Liis Hainla, in the appendix labeled, Figure 1., which provides various impressive statistics that support why we believe using Snapchat marketing is a highly effective tool that Press Café can utilize to increase business, interact with followers, and build brand awareness (2016). About Snapchat and How to Use

Snapchat is a mobile application that is easily defined by Sydney Parker, the author of the Hootsuite blog titled, Snapchat for Business: The Ultimate Marketing Guide, by stating,

...a person or brand on Snapchat can send photos and videos—called Snaps—to their friends and followers. These Snaps can then be viewed for up to 10 seconds before they disappear. Colorful filters, face-swapping effects, messaging, and other playful functions have made this app wildly successful with people of all ages (2016).

A Marketo.com article titled, Leveraging Snapchat for Brands, features an infographic created by Column Five which is labeled, Figure 2, found in the back appendix of this document, walks new Snapchat users, such as Press Cafe, through the basic steps of getting started with developing brand communication on Snapchat. To add further add to these descriptions of Snapchat, the app also allows users the ability to create “Snapchat stories” that can be watched by all of your followers for up to 10 seconds. Unlike sending a personal Snapchat to followers that have the option to be “replayed” the once, Snapchat stories are able to be viewed an unlimited amount of times for 24 hours (unless they are deleted by the user). Snapchat.com also defines stories as being, “...compilations of Snaps that create a narrative. Stories honor the true nature of storytelling — Snaps appear in chronological order with a beginning, middle and end” (Snapchat.com). According to MediaKix.com and Snapchat.com, “60% of Snapchat's users are 13 to 24 years old. Similarly, 63% of its audience are 18- to 34-year-olds” (MediaKix.com, 2016 ). We hope that Press Cafe can take advantage of their location that is in an area that is highly populated by the most active Snapchat user demographic by targeting local Ithaca high school and college students in their Snapchat marketing efforts. Snapchat’s ability to reach millions of users and create a “digital story” makes it an excellent marketing platform for Press Cafe to utilize in order to boost their physical and digital presence within the Ithaca community in a way that is also cost-effective and easy to implement. Snapchat Marketing Techniques for Businesses

Snapchat stories are mainly where many businesses thrive on Snapchat since they have the ability to showcase “sneak-peeks” of upcoming projects, products, or promotions and familiarize the brand with users. Our Main Snapchat Marketing Recommendations for Press Cafe include:


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• Snapchat Story - Utilize Snapchat “stories” to offer promotions, contests, take people behind the scenes, showcase cafe offerings, etc.

• Geofilter – Having a Press Cafe local geofilter on Snapchat to grab the attention of Press Cafe customers and the downtown Ithaca community while generating deeper brand awareness.

Press Cafe has the opportunity to increase sales, develop a personal and interactive relationship with customers, and develop their own company culture through these two marketing methods; Creating consistent stories will cause people to gravitate towards Press Café’s unique offerings, contests, coupons, and more that will be featured exclusively in the Press Cafe Snapchat story. Snapchat Story Marketing.

Using the story feature will allow Press Cafe to showcase their cafe, art, food, and beverages via picture and video. Stories allow Press Cafe to create “how-to” tutorials of the process of making drinks, showcase the ingredients and even create a “meet the cafe” story to familiarize the Press Cafe staff with users. Snapchat also creates an opportunity for Press Cafe to run promotions via Snapchat story. In Figure 6., located in the Appendix, we provide examples of how Press Cafe can increase business by showcasing their offerings, sleek design, and artwork. In the first phone mock-up on the left in Figure 6., Press Cafe is running a Snapchat contest that requests the first 10 users who watch the Press Cafe story to screenshot the image in order to win a chance to receive a free drink card with the purchase of a drink. Using contests via Snapchat marketing will not only draw in a new or old customers who may be potentially be accompanied by another prospective customer when going to Press Cafe to redeem their prize, but it will also grant Press Cafe the opportunity to increase their word-of-mouth marketing. Figure 6. also shows other potential “Snaps” that Press Cafe could add to their story to engage customers and showcase their other offerings besides hot beverages such as pastries and artwork that changes every month. Showing users a unique side of the café can help Press Cafe build a strong following that is not only eager to open Press Cafe’s Snapchat stories, but to also go to the cafe to witness to purchases beverages seen on Snapchat and see the behind the scenes footage first-hand. Adding exclusive content to Press Cafe’s Snapchat stories will also intrigue other customers and friends of those who follow the account on Snapchat to add Press Cafe to their Snapchat “friends list” in order to get access to exclusive contests, footage, coupons, and other one-of-a-kind content. To further support our Snapchat story marketing recommendation, our team ran a comparative analysis and analyzed Starbucks Snapchat marketing tactics in order to expand on our marketing plan idea for Press Cafe. Figure 3 and 4 found in the Appendix illustrate how Starbuck’s has utilized Snapchat’s geo-filter option, which allows for logos and images to appear in the user's screenshot to help raise brand awareness. Figure 3 specifically showcases an example of how uploading photos or videos to a Snapchat story is a useful way to give out coupons to loyal followers who engage with your brand on Snapchat. After analyzing Starbuck’s Snapchat marketing and brainstorming tactics to engage Press Cafe’s audience, some examples of promotional content that we recommend Press Cafe to feature in their Snapchat stories could include: ● Providing a free drink card with a purchase of one hot beverage to a select number of followers

who are first to screenshot a promotional image featured in the story


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● A “guess the drink” or “guess the artist” challenge to win a free drink ● A “reply snap” prompt from Press Cafe to get Press Cafe followers to interact with the cafe

and build brand awareness (ex: Send us a snap of how you celebrate National Coffee Day!, Post a picture of a Press Cafe hot beverage on a Monday morning with the caption, “Monday mornings and Press Cafe coffee go together like________. #ReplySnap”

Interacting with followers in this engaging and interactive way through Snapchat story marketing will foster a personal relationship between Press Cafe and their followers which will help to attract story viewers to go into the cafe to redeem their prize or experience the content they have seen on Snapchat. How to Create Snapchat Video Stories. In Figure 7. located in the appendix, we have developed a mock-up of what an effective Snapchat marketing story might look like for Press Cafe. Figure 7 shows the steps of creating a narrative story that starts with filming the first steps of creating a drink, such as the “Maca Mocha” winter beverage seen in the mock-up, to the finished product. The entire Snapchat story video sequence is approximately 40 seconds long and demonstrates how the Press Cafe barista creates a drink with artwork from start to finish. Filming short clips of each step of the process of crafting the drink will engage followers and potentially entice them to go to Press Cafe to try the drink. The Snapchat video story walks followers through the process of how the drink is made and with what ingredients are used, which also increases the company’s transparency with users. Filming short step-by-step videos for Press Cafe’s Snapchat stories also shows off the detail-oriented and talented Press Cafe staff member’s work, which will also help to boost their reputation and user engagement. By showing users videos of the cafe and its offerings, users will be enticed to go to Press Cafe to purchase the drink featured in Press Cafe’s Snapchat video story and experience the exquisite service and sleek atmosphere at the physical cafe that was shown through Snapchat. Snapchat gives businesses the ability to showcase their best offerings and give them an inside look at their establishment which is something many other platforms are unable to do in an effective and time-efficient way. Snapchat Geofilters Press Cafe has the opportunity to stand out in the Ithaca community by purchasing a geofilter that allows the Press Cafe logo to appear when people use Snapchat within the purchased “geofence” location. There are two types of geofilters: a on-demand geofilter, which cost around $5 per 20,000 square feet, or a sponsored geofilter, that cost hundreds of thousands of dollars. For Press Cafe’s needs, it would be appropriate to purchase an on-demand geo filter, which would allow customers and those near the cafe to have access to use the filter would draw attention to the cafe and draw in new customers. For example, if Press Cafe wanted to draw extra attention to themselves on a day of a downtown Ithaca festival or on a holiday such as National Coffee Day, they may want to develop a geofilter that includes their logo, address, and small text above that says “Happy National Coffee Day!” This geofilter would appear on Snapchat users phone screens which they could then snap a picture of them posing with a cup of coffee with the Press Cafe geofilter logo overlaying the image and send it out to all of their friends which would generate more brand awareness for Press Cafe. Figure 8 located in the appendix shows how customers can use the geofilter to take a snap with the Press Cafe geofilter to send to their friends, which would help to increase their visibility amongst the Ithaca community. Having a cost-effective Snapchat geofilter as a part of Press Cafe’s marketing plan will


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also give the cafe the platform to potentially outperform other local competitors, such as Gimme! Coffee. Through utilizing Snapchat stories and the geofilter feature, Press Cafe will have the advantage to directly market to their target audience on their preferred social media platform, which is a marketing tactic their other local competitors fail to do. Alternatives Utilizing some of these promotional tactics in Press Cafe’s Snapchat story will bring the company into the digital sphere while also bringing more customers into the physical cafe. Press Cafe should also be sure to promote their Snapchat account on their other social media accounts, such as Instagram and Facebook, by putting their Snapchat username in other accounts bios. Press Cafe can also promote their Snapchat account in the cafe by including their Snapchat username on a small sign in a frame by the register or by developing a sticker to place on the glass front door to promote the account in the physical cafe which will allow Press Cafe to gain more followers and people using the local geofilter. An infographic featured in the Zembula.com blog titled, Snapchat: The Next Big B2B Marketing Tool?, written by Liz Froment, which is titled Figure 5 in the appendix, reiterates some of the strongest uses for Snapchat stories. The infographic lists other alternatives to effectively market on the app, such as running contests, showing new product sneak peaks, providing coupons, showcasing behind the scenes footage, displaying new team member introduction and targeted videos. Figure 9. located in the appendix that was originally published in the Dreamgrow.com article titled, How Snapchat Can Expand Your Brand, by Liis Hainla, also provides other suggestions that Press Cafe can apply to their marketing tactics via Snapchat. Our team is confident that utilizing our two key marketing tactics, Snapchat stories and geofilters, in our recommended ways will allow Press Cafe to develop their own personality and presence within the Ithaca community while boosting sales and brand awareness. Press Cafe’s Snapchat marketing is not limited to these two recommended tactics and are encouraged to explore other alternatives, as illustrated in Figure 5 and 9 found in the appendix, as they begin to see positive results from our recommended plan and tactics. Conclusion and Call-to-Action Incorporating the Snapchat marketing tactics and other alternatives provided in this document into Press Cafe’s marketing plan grants the cafe the opportunity to increase sales, develop a unique company culture, boost brand awareness, and promote user engagement. We hope to see Press Cafe utilize and adopt our Snapchat marketing tools and strategies in order to grow their business, presence in the Ithaca community, showcase their unique offerings and their cafe design, and take advantage of the high-school and college age student demographic located throughout the Ithaca community who also happen to make up for the largest portion of Snapchat users. Implementing these marketing strategies on Press Cafe’s Snapchat is highly recommended in order to expand their following, develop a strong brand identity and relationship with customers which can result in a steady increase in business.


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Appendix

Figure 1.


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Figure 2


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Figure 3 Figure 4

Figure 5.


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Figure 6.

Figure 7


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Figure 8


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Figure 9


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References

Froment, L. (2016). Snapchat: The Next Big B2B Marketing Tool? - Blog. Retrieved December 04,

2016, from http://www.zembula.com/blog/snapchat-the-next-big-b2b-marketing-tool/ Hainila, L. (2016). How Snapchat Can Expand Your Brand [infographic]. Retrieved December 04,

2016, from http://www.dreamgrow.com/snapchat-infographic/ Mediakix.com (2016).http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-need-to-know/ - gs.lDdCUcQ M. (n.d.). Leveraging Snapchat for Brands [Infographic]. Retrieved December 04, 2016, from

https://www.marketo.com/infographics/leveraging-snapchat-for-brands-infographic/ On-Demand Geofilters. (n.d.). Retrieved December 04, 2016, from https://www.snapchat.com/on-

demand Parker, S. (2016). Snapchat for Business: The Ultimate Marketing Guide. Retrieved December 04,

2016, from https://blog.hootsuite.com/snapchat-for-business-guide/

Snapchat Marketing Proposal Plan

Marketing

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