This was a social media campaign that would integrate Facebook, Twitter, Eventbrite and Instagram. The company that buys the most drinks during happy hour will be given discounts and will be featured in the social media pages of the company. This would create more awareness for the company that won and for California Juice Co. brand (Caljuicecocom, 2017). This focus was on the social media marketing and direct marketing. The company did not focus on the creation of television ads. This was based on the level of costs that are associated with a typical television ad. The company had created a niche consumer base based on these methods.
Monitor and control
The company had used data analytic tool and developed policies based on the consumer traffic. There was verbal feedback that the company employees sought during their promotional campaign. Another important way of collating information was from the online feedback and Facebook comments.
The company solely relied on the online portals. The people are asked to give feedback to gain consumer information and feedback.
Added to this, the tangible form of sales can be used as indices. The company had used an integrated system of conventional direct marketing and latest online technology.
Recommendation & Conclusion
It is recommended that the company focuses on selling healthy products to the college students.
They are typically in a dorm room and have little experience in cooking healthy. This would be beneficial for the students as well as the company in expanding the consumer base.
The company has created a successful campaign with the available resources. They need to change it towards more portals once they gain more resources.
To conclude, this was a successful marketing campaign that was used by the company. Some factors can be improved which is detailed in the recommendation. They can use this protocol to expand towards other companies in other states within the country. The four marketing principles were used by the company to create a unique eclectic marketing mix to direct sales to people. Added to this, if the company focuses on making sales to the college students, it can expand the market base. These were the main determinations that were derived from this analysis.