Dylan Wilson – 17030674
Introduction
The client chosen for #DSMMCM1920 is Hatch. Hatch is an open space specialising in pop-up stores for independent businesses; these vary from food and drink, clothing and footwear to regular events in its courtyard. Hatch has a range of independent bars offering locally sourced spirits and brews. This section will focus on its PSO of independent bars.
Evaluating and identifying the target audience
| Target Audience | Pros | Cons |
| 1. People who Google search for “Independent Bars In Manchester” ✔ | – Geo-target: People from/visiting Manchester – Related Queries bring up Hatch (Proof) – Behavioural: Specifically for Independent Bars | – Competitors – Spell Different |
| 2. People engaging with and posting about #ManchesterBars on Instagram. ✘ | – 17.4k Posts – Geo-target: People from/visiting Manchester | – Not specific for Independent |
| 3. From Greater Manchester and a member of the ‘UK Craft Beer Forum‘ Facebook Page ✘ | – Recommend to Friends and Family – 18.9k Users – Psychographic: Interest in Craft Ales | – Other drinkers – Not Manchester Specific |
Justification
- Geo-Location and Behavioural segmentation.
- Audience is looking for correct PSO in the right place
- 2. Not specific for Independent Bars. Only minority have interest.
- 3. Too specific towards craft Ale drinkers, limited audience.
Issues and Risks
- Search result dominated by other bars in Northern Quarter.
- Spell different. eg: MCR. Reach is limited
- 2. Losing Instagram engagement. Independent Bars offer ‘cool’ post opportunities
- 3. Dedicated group that works on recommendations. Would market themselves.
Evaluation of digital communications objectives for the acquisition, conversion and subsequent retention of the target audience
| Acquisition | Pros | Cons |
| Increase Instagram followers from 35.1k to 35.6k by 15.02.20 ✘ | – 68% of users that follow a business engage with them – 72% of users visit at least once a day – New people engage with the business | – Only 13% use to follow a company – Followers interested in clothing and food |
| 2.Achieve a rating in the top 3 search results on Google for ”Independent Bars Manchester” by 31.03.20. ✔ | – Top results most useful/trusted – Top 3 results are over 50% of all clicks – Searchers see Hatch provides Independent Bars –79% of traffic through Google | – Currently don’t rank on first page – Google algorithm constantly changes |
| 3. Increase website visits to the ‘Traders’ section by 20% by 31.03.20. ✘ | – Individual website, avoids competitors -Specifically shows Hatch provides Independent Bars | – Not interested in independent bar traders – Low session duration |
Justification of Acquisition
- Utilises Google Traffic. Targets correct Channel for audience – Trustworthy.
- 1. No guarantee followers are interested in PSO. Struggle to acquire the new consumers
- 3. Not specific. Doesn’t guarantee acquisition – low session duration
Issues and Risks
- Don’t rank on 1st page hard to reach top 3. Struggle with Googles algorithm changes
- 1. Easier conversion of followers through Instagram. Guaranteed engagement.
- 3. Unique; each click specifically wanted to find the retailers.
| Conversion | Pros | Cons |
| 1. Increase ‘Independent Bar Newsletter’ e-mail signups through Website from 0 to 600 by 17.04.20 ✔ | – Email drives 61% of visits – Personalised – Track Engagement – 78% check emails frequently | – Ignore due to spam – Doesn’t engage social media followers – 47% feel personal data is at risk |
| 2. Increase average comments on Instagram posts from 15 to 50 by 28.02.20 ✘ | – Instagram removing likes. More comments – Higher engagement rate brings benefits and shows interest – Tagging friends further acquisition/conversion. | – Negative comments – Same accounts commenting, no new conversion. |
| 3. Increase Independent Bar event ticket sales through the website by 30% by 31.03.20 ✘ | – Will visit if ticket purchased. – Conversion Tracked | – Must visit website for tickets – 41% buy tickets on the door for drink events |
Justification of Conversion
- Links with acquisition as same channel. Allows personalisation. Engagement trackable
- Emails – reliable conversion method.
- 2. Isn’t focused on unique account comments. Prone to trolling and negative comments
- 3. Focuses on different channel. May buy physically no way to track
Issues and Risks
- Doesn’t involve social media followers. May feel like spam
- 2. Increase growth of Instagram page.
- 3. Utilises the website – Increase Hatch Google search rankings.
| Retention | Pros | Cons |
| 1. Increase repeat ticket bookings to Independent Bar events through the Newsletter from 0 to 20% by 31.03.20 ✔ | – Increase revenues by 25% – Feel part of the business – Influence friends to sign up | – Unsubscription – No longer interested |
| 2. Achieve ten 5 star-reviews monthly on TripAdvisor from people who have recently attended Bars at Hatch ✘ | – Promotes recommendations – 82% agree it helps with visits | – Fake accounts/reviews – Negative reviews |
| 3. Achieve 20 consumer posts weekly checking-in at a Hatch bars on Instagram from 5 ✘ | – 58% follow friends and family activity – Promotion and restarts customer journey – Specific | – Negative experience |
Justification of Retention
- Continues journey successfully. Ensures repeat bookings
- Builds loyalty.
- 2. Different channel. Untrustworthy with fake accounts
- 3. Focuses on Instagram posts rather than other social media. Impacted by bad reviews.
Issues and Risks
- Customer unfollows and unsubscribes from Newsletter.
- 2. Consumers rely on TripAdvisor. Don’t attend if low rating
- 3. Continues customer journey through Instagram. Promotes new acquisitions
D-Dub Marketing 