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Answer to sleep and wellness needs
Deeper engagement with the Snooze community
Mental Health advocate and inspiration
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NEW
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Increasing Risk
EXISTING
EXISTING
Increasing Risk
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It is apparent that Digital Marketing is more important than ever since consumers are spending increasing amounts of time online as a source of entertainment (Chaffey, 2013). As a form of digital marketing, Snooze will extend the promotional mix through the launch of a podcast, in collaboration with the wellknown mental health advocate Elyse Fox. Elyse Fox is the founder of @sadgirlsclub, a renowned mental health community on Instagram with a combined following of over 300kfollowers. Elyse and @sadgirlsclub share positive mantras, motivational messages and coping mechanisms to a young audience, similar to that of Snooze (Klein, 2018).
ELYSE FOX
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Since the rise of Covid-19, consumers
67%
are becoming increasingly motivated to prioritize their mental health, seeking long term happiness through education and self-care (Kelter, 2020). Snooze X Elyse Fox will therefore take this opportunity
(YoungmInd, 2020)
to engage consumers on topics surrounding mental-wellbeing with the aim to inspire and educate towards a healthier lifestyle. The podcast will work alongside the Instagram account to contribute to an Integrated Marketing Communication (IMC) approach (Vrontis, 2014). The Content Marketing Matrix (CMM) (Appendix 5) outlines the integration of marketing in order to help Snooze achieve their goals and tailor content to the customer journey (Goworek & McGoldrick, 2015). This form of marketing is commonly known as a pull strategy, whereby various media channels are used to generate interest about the brand and product, providing information to the specific consumer segment to discreetly encourage a purchase (Goworek & McGoldrick, 2015). The podcast will be an immersive experience, enforcing all four realms of the Experience Economy (Figure 7) therefore improving the overall customer awareness of the brand (Pine & Gilmore, 1999) .
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@sadgirlsclub: A space for us to learn every facet of wellness, contribute our stories and missions and expand on an already fruitful
JUSTIFICATION
community
The podcast will engage a captive audience through informative and entertaining content, strengthening the brand (Papagiannis & Nicholas, 2020). The Snooze X Elyse Fox podcast will be the centerpiece of the marketing communications, with other form of promotion including Instagram, PR and email integrated to create a halo effect (Thirlwell, 2021). Instagram was rated the preferred method of communication by 81% of Snooze consumers therefore will be the main form of promotion for the podcast (Appendix 8). Integrating both PR within the strategy will further increase exposure, creating engaging media and market receptivity (Vrontis, 2014). The adaptation of a pull strategy will drive demand for the podcast and subsequently for the Snooze bundles (Wilson & Richard, 2012). By addressing topics of interest and featuring inspirational guests, the podcast
Although the strategy is focusing on engaging existing consumers through market penetration, podcasts serve as an accessible entry point for potential new customers to begin engaging with the brand. Capturing the attention (Appendix 9) and acquiring sales from the early majority/adopters (Appendix 4) should drive momentum from the introduction stage of the PLC, to the growth stage (Rogers, 1962). Furthermore, the late majority/laggards may be positively influenced by these consumers to engage in the podcast and invest in the Snooze bundle, through W-O-M and UGC. The podcast has high potential to attract a large following, engaging followers of Elyse Fox, @sadgirlsclub and followers of guests on the podcast (Podcast, 2020).
will resonate with the young audience, enhancing the customer journey and community (Parisi, 2020; Marian, 2019). PAGE 21
4.3 REALMS OF EXPERIENCE Podcasts provide an immersive sensory experience that satisfy both the entertainment, educational and the escapist realms of experience, therefore strengthening the Snooze competitive advantage (Figure 7) (Pine & Gilmore, 1999). Through extending the marketing strategy from just Instagram to podcast and forms of PR, the customer participation in the brand is extended to ‘absorption’, occupying the customers attention through stimulating their imagination and a positive mindset (Pine & Gilmore, 1999). Snooze consumers will remain ‘passive participants’ however will get the chance to participate in giveaways, promotional events and shared media (UGC) on Instagram as a result of being subscribers.
ENTERTAINMENT
ESTHETIC
EDUCATIONAL
ESCAPIST
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4.4 STRATEGIC EVALUATION
SWOT analysis (Appendix 2) identifies opportunities e.g. growth in sleep market and the effect of the pandemic on consumers mental health (Youngminds, 2020) (Mintel, 2020) Podcast will reinforce the brand in the mind of consumers, increasing customer loyalty and the community, aiming to prevent consumers being drawn to substitute brands such as Slip and Kitsch (Parisi, 2020).
Increased brand perception due to the rise in digital marketing strategies, building upon the customers brand experience (PIne and GIlmore, 1999) (Chaffey, 2014). Growth in popularity for podcasts as a form of entertainment and relaxation since the pandemic (Statista, 2020) Market penetration strategy (Figure 2) will enforce existing customers value and awareness for Snooze, strengthening the brands competitiveness in the market. Stakeholder approval of future strategy as profitability will increase from engagement of the podcast and integration of PR marketing (Posner, 2015) . People: Connections with industry experts including Elyse Fox, Adowa Aboha and mental health/wellness experts. Influencer connections to raise awareness for the podcast and brand (Porter, 2020). Social media: IMC prior and post launch of podcast will drive success of podcast and build on the Snooze community. Synergy between IMC and PR (Section 4.2) for promotional strategy strengthens customer value of the brand and future sales and future sales (Appendix 8). Top down approach will ensure decisions within the business are made quickly in regard to the podcast: keeping effective organizational structure (Wilson & Richard, 2012). Appendix 6 evidences the low cost endured through a podcast, increasing the feasibility for a small business like Snooze
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"IT IS OKEY NOT TO BE '100%' IF YOU ARE FEELING LIKE YOU NEED TO SPEAK OUT, OR DEVELOP A SUPPORT SYSTEM, START BY REACHING OUT TO SOMEONE YOU TRUST." ELYSE FOX @SADGIRLSCLUB
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"Just think about it. You’re in your target audiences’ ears for around 30 minutes. One on one. No interruptions. No competition trying to steal their attention. That’s quite a powerful tool to have and a great opportunity to form a personal relationship with your audience" .
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Spotify has seen a
200%
5.2 EXECUTION
increase in podcast listening YoY since 2019
Through effective execution, Snooze will close the Strategy-Execution gap, achieving the objectives outlined in Figure 6 (Olivier & Schwella, 2016). The execution of the launch will determine the podcast and Snooze’s future success. A podcast will be released every Sunday, in time to allow listeners to relax during their self-care routine, keeping customers engaged with the brand on a weekly basis. The podcast will be launched on Spotify since over half (52%) of Gen Z and the majority of Snooze Instagram followers claimed this was their preferred podcast platform (Figure 8) (Meyers & Shevenock, 2020). Spotify are particularly aware of the positive force of audio to mental health and wellbeing and therefore most appropriate to this strategy and a valuable resource to Snooze (Niven, 2003) (Spotify, 2021). Spotify creates opportunities for podcasts, such as the introduction of their 'Daily Wellness' playlist, a mix of podcasts helping listeners find ‘positivity, mindfulness or peace’. This playlist will increase the podcast reach and providing Snooze with the build a prominante presence against other competing on Spotify (Mintel, 2021). In order to drive sales for Snooze, an advert will be played at the beginning of every podcast, known as a pre-roll. The ad will market the satin. bundles, highlighting the benefits of satin to consumers sleep and mental health. Snooze will benefit by capturing the attention of consumers and not being subject to advertising fees since this is their own podcast. The pre-roll will be delivered by Elyse Fox herself, endorsing the product and leveraging the brand further.
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5.3 AS SEEN ON SPOTIFY.... Eye-catching podcast logo Real in consumer attention through an
Snooze X Elyse Fox @sadgirlsclub
insightful Bio about Snooze X Elyse Fox Podcast; outlining breakdown of content, the community and detail
About Ep.1: Introducing Elyse Fox! Self-care tips and lifestyle tricks
A podcast exploring mental health, sleep and wellness needs, with Elyse Fox. An open and honest community with no topics off limits, subscribe to never miss and episode or special guest..
Launch the podcast
Snooze X Elyse Fox All Episodes Ep.3: The power of sleep Lets unveil all the mistakes keeping you from optimizing your sleep and how satin is the answerto all your sleepness night...thanks to Snooze
Ep.2: Its OKEY not to be okey with Adowa Aboah, the powerhouse of self-love We welcome Adowa Aboah to discuss how to tackle to stigma around having that down day admist a difficult time for us all! Listen, share and subsribe x
on Snooze satin bundles
with pre-recorded (2-3) About A podcast exploring mental health, sleep and wellness needs, with Elyse Fox. An open and honest community with no topics off limits, subscribe to never miss and episode or special guest. #SnoozeXElyseFox is a Spotify original, brought to you by Snooze, the satin sleep bundle - Lets re-establish the mind, body and soul together! See more...
podcast to provide content to new subscribers introducing Elyse Fox (Lee, 2020). Blurb on each podcast topic and guest speaker
Ep.1: Introducing Elyse Fox! Self-care tips and lifestyle tricks Our first episode chatting through our favourite self-care tips you have to include into youre routine - the route to a healthier mind and life
Trailer Episode to win over potential new
The Trailer Episode
listeners, giving them flavour of the shaw (1min long) PAGE 30
5.4 INSTAGRAM PROMOTION A SPOTIFY ORIGINAL
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LAUNCHING TOMORROW
ON SUNDAY'S WE SELF-CARE TUNE INTO EPISODE 1: SELF-CARE TIPS WITH ELYSE FOX
TUNE IN ON SPOTIFY - SNOOZE X ELYSE FOX
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POCAST COMING SOON!
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5.5 PUBLIC RELATIONS Kolter (1988) advised PR to be conceived within marketing to strengthen the communications performance (Kolter, 1988). PR will therefore be integrated into the marketing of the Snooze podcast, enhancing consumer awareness through media mentions and W-O-M marketing (indirect marketing) (Vrontis, 2014). Influencers act as internal customers and public advocates for company values and practices (Kolter, 2016). After to the launch, Snooze will gift their satin bundles to various influencers in attempts to action subscription rate and future sales (Appendix 9). The influencers Snooze will aspire to represent the brand and podcast, representing similar values to the brand whilst encourage healthy wellbeing. This strategy will particularly influence consumer relying on reviews during the purchase decision, therefore leveraging the Snooze community (Forbes, 2017).
INFLUENCERS
@florencegiven 604k followers
@adowaaboha 1m followers
@esteelalonde 708k followers
@chessieking 809k followers
@gemmastyles 7m followers
@pandorasykes 329k followers
@zoesugg 9.2m followers
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GANTT CHART: SNOOZE X ELYSE FOX PODCAST COMMUNICATION PLAN 2022 Academic Year
TASK
JUNE
JULY
AUG
SEPT
OCT
NOV
DEC
JAN
FEB
MAR
PODCAST LAUNCH PRIOR TO LAUNCH
Create Instagram content Stories: Introducing guests/ LOGO GIF posts Build subscribers (email list) Record content (3 podcasts)
PRIOR
POST PRIOR
POST
Write podcast/seek guests TRAILOR EPISODE DURING LAUNCH
Episode 1: Introducing Elyse Fox Email marketing to customers / subscribers (MailChimp)
Teaser of podcast on Insta story POST LAUNCH
DURING
POST Every week
Podcast release (once a week) Weekly email to subscribers: introducing new episode/guest/topic
PR: gift Snooze bundle to influencer Post Instagram content
Encourage to subscribe, share and review
PROMOTION 15% Student discount on Snooze Mental health awareness events e.g. Uni/ Week/Month
Month
Uni day
Giveaway Snooze bundle via podcast
User Generated Content
Throughout the year
(ATHORS OWN, 2021)
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@SNOOZEXELYSEFOX INSTAGRAM PROMOTIONAL POSTS
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