1.1 Describe a business and its type, vision, aims, objectives and goals
Ogle Models were one of the first UK firms to install vacuum casting and invest in SLA machines who also have an array of tools and machines, including: Industrial 3D printing, CNC machining and manual bench tools. Annually, the firm make both personnel and technology advancements to ensure the needs of each client, regardless of industry, can be met with precision.
Ogle work towards having the in-house capabilities to draw on the advancements of tomorrow’s technology for today’s global competitive marketplaces.
Ogle’s goals are to run a profitable operation by increasing revenue while limiting expenses. To reach this goal, the objectives consist of increasing annual sales by 10 percent or landing three new accounts each month. Expense objectives involve finding a new operating facility that decreases the rent. A SWOT analysis is used to identify the strengths and weaknesses of the business. It helps them determine what makes their business unique, identify potential new areas of the market that are untapped, and explore what the competition is doing better than them
1.2 Identify the brand and values of a business and how these are portrayed to the audience of a business
The brand and values of the company are portrayed to the audience when they ring up with questions and problems, and when they visit the website.
– Collaboration: Working as a team and helping each other with tasks and responsibilities makes work more efficient and improves quality.
– Engaging: Updating clients on a daily basis and making sure that communication is constant.
– Responsibility: Making sure responsibilities are taken care of and are done within the timescale.
– Passion: Employees that are committed to the success of the company in heart and mind.
– Quality: Employing trained and skilled workers who make sure quality standard is the best it can be.
– Inquiring: If it hasn’t arrived, or isn’t what was specified, sorting it quickly is very important. Making sure all questions have been asked and all information has been received.
– Engage and work with customers to solve their problems
– Take responsibility for any problems caused by their own mistakes
– Dedicated to having the best customer service and being knowledgeable about the products
– Sell only the best materials for the processes they supply, at more reasonable prices than competitors.
1.3 Describe the marketing tools available to a business
Marketing calendars are used by the marketing staff, to organize what is planned for each day in the working year.
Digital and Physical Media –
E.g. Videos, adverts, posters, photos, leaflets, etc.
Adverts and videos can be found on TV, YouTube Vimeo and other video streaming websites. This means it’s seen be almost anyone if it has the right publicity. The same goes for photos and posters, they can be put anywhere on the web, can be put up on billboards, signs and leaflets. This advertising would be beneficial for companies.
E.g. Sales calls, Web calls/conference, etc.
Sometime companies ring the phones of their customers, use web calls, or even FaceTime and to try and make direct sales but this techniques isn’t that successful as most people don’t like getting sales calls.
Face to Face –
E.g. Talking to customers, asking them about competitors, etc.
Having knowledgeable people that know about the aspects of the products is a beneficial marketing technique as people will ask their opinions and will listen more to another person than a piece of writing. They also will tell you other shops may be selling it cheaper, or have better deals, and even might say that they aren’t as good as your company
E.g. Survey Monkey, In-store surveys, etc.
Surveys are normally used to see what could be improved upon maybe for a shop, website, products or even customer service.
Other Marketing Tools
Email Marketing – e.g. Mail Chimp
Mobile Apps – e.g. Facebook, Twitter,
Inbound Marketing – e.g. blog posts, social media content, e-books, etc.
1.4 Explain the consequences of using Social Media on the budget of different sizes and types of business
Corporate/Business sector – Larger businesses use more social media than smaller businesses as they have a larger audience to connect with. They also would have a larger team and a budget therefore would have a bigger range of options one to them.
They would have marketing tools such as email marketing, mobile apps and inbound marketing available to them.
Corporate sector businesses may be able to remove negativity by upping the good reactions by bringing out new products, putting favourite products on sale they can bring back any likes they may have lost.
Public Sector – Public sector businesses do have social media available for them to use but not as large a range as the business sector as they wouldn’t have the budget to film large adverts or get professional photographers, they would have to most of the work themselves.
Smaller companies would also have email marketing and inbound marketing available, but maybe not mobile apps.
If however an employee starts bad-mouthing their job, or a customer moans about the website on Facebook or Twitter, it will create negativity that could rub off onto the other customers, lowering likes and follows, creating a bad image for the company.
Voluntary Sector – As the voluntary sector would have hardly any budget to work with, they would be unable to have as many videos as the public and corporate sector. They will still be able to use Facebook and Twitter but it may not be as popular as the paid companies.
Voluntary business don’t really have room for mistake or negativity as they cannot afford to lower anything with their companies as they have a low budget, but as they are normally very small companies, it is rare that there is much negativity.
1.6 Explain the benefits and consequences of encouraging engagement
– People that engage with the website and posts will more likely share it with their friends.
– Likes, shares and comments on a photo will appear on the newsfeed of the friends of the person that commented.
– The higher the engagement, the higher the potential for increase in website visits and sales.
– People may post negative reviews on the wall, or on recent posts which might deter people from commenting or liking.
– If there is a lot of engagement on one post, people may hide the post from their timeline or unlike the page to stop the notifications if they had commented on it earlier.
1.7 Explain the factors to consider when identifying a Social Media plan for a business
– What are your products/services or product/service lines?
– What is the monetary size of your markets?
– What is your sales and distribution setup?
– What geographic area do you sell to? (Worldwide, UK only, Overseas, etc.)
– Describe your audience in terms of population, demographics, and income levels and so on.
– What competitors exist in this marketplace?
– Historically, how well have your products sold?
1.8 Explain how Social Media could fit into the marketing plan of a business
Social Media can be used in a marketing plan to decipher whereabouts most of your audience is by using the page insights to see how many likes come from what countries, and to be able to see which posts are more successful than others, that way companies can plan out which products to do promotions on and which ones that won’t get as much business.
It also can be used to promote an item which might not be selling as well as they had hoped, to get the sales for that particular product higher.
The can use Facebook and Twitter to do giveaways to increase both engagement and amplification, which will hopefully increase return of investment for that company.
Social Media helps to find your content marketing voice. This is how we write our video captions, product descriptions, everything that will be seen by the public. The voice we use when writing is how you want the language to come across:
Informal – for teen and adolescents, some twenty year olds even, they use slang and words like ‘Sweet’ ‘Awesome’ ‘Cool’ to describe things, so you’d want your writing to use some of those words to get them to engage with it.
Example – ‘This awesome watch is so cool, and gold too!’
Formal – for older audiences (55+), slang would not be acceptable as they might not get the meaning behind it and get confused, so when writing for an older audience I’d be more articulate and used more descriptive words.
Formal – ‘This beautifully crafted watch is made from 9ct gold.’