7.1.4.3
Design communications
First, in order to achieve communication objectives, there needs to be a clear message for all
communication campaigns. The general message that Trung Nguyen wants to convey to everyone is:
Coffee products with a strong flavor help inspire creativity, with many flavors suitable for many
different customers.
7.1.4.4
Select channels, decide on media mix
a.
Advertising:
Run ads: On social networking platforms such as Facebook, Instagram and searching tool
Naver: These are all favorite social networking platforms of the Korean, with huge hits. The
ad talks about the difference in taste between filter coffee and instant coffee - the coffee
product with the highest market share. Thereby educating consumers about the benefits that
the product brings and how to properly brew filter coffee.
Influencers - KOLs (Campaign #1): For this advertising campaign, Trung Nguyen will
invite two representative faces, Rosé - Blackpink and Siwon - Super Junior: These are two
faces that are loved by the target media group and they represent two different generations,
they all work in the same field of art, creativity and love coffee, with them coffee as an
inspiration to create music products, they are also very suitable with the message and image
of the product towards and is also easy to reach the target audience by:
Detailed post and video review of the coffee product, instruct viewers how to use the
coffee filter.
Affiliate Marketing: Lead the purchase link to an e-commerce platform in Korea or
company website on their posts or social media story, this activity can be combined
with some other Korean Micro Influencers to increase the reach of the audience.
Advertise products through billboards and billboards at key locations in the city.
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