15552_BSBMKG417_A3

Assessment 3

This report will engage industry and technical expertise to assist in implementing tools. Faraway company will then pilot the implementation. Finally, business will prepare a written reflection on their pilot implementation and networking activities.

Introduction

Company overview

Faraway

Faraway is an international coffee outlet serves hot and cold beverages with assorted flavouring. For Australia now Faraway is have 52 stores all over the country.

Faraway serves coffee and other drinks in sealed cups. Consumers can customise their order with such toppings as tapioca or flavoured jelly.

The coffee offered includes cappuccino latte, with an option of adding powdered mixtures such as milk, cocoa and almonds, or flavoured such as green apple, lemon and pineapple.

Faraway will tool and technique

Start using chatbots

Faraway will develop chatbots. This comes as no surprise as they are the one digital tool that can communicate and resolve problems for customers without the potential need for any human interruption.

A chatbot (also known as a talkbot, chatterbot, Bot, IM bot, interactive agent, or Artificial Conversational Entity) is a computer program which conducts a conversation via auditory or textual methods. Some chatterbots use sophisticated natural language processing systems, but many simpler systems scan for keywords within the input, then pull a reply with the most matching keywords, or the most similar wording pattern, from a database.

Faraway will be able to use chatbot to answer customer question about product and promotion.

Interment or smart phone APP publicity

Faraway will develop Mobile Application and in the feature of Mobile Application customers are able to order drink from scanning the QR Code don’t need to line up or cut out the issue of confusing in the ordering process.

QR code

QR codes may be added to receipts and can lead consumers to customer surveys to complete. This is a simple way for Faraway to encourage patrons to leave their comments in a space saving manner. By maintaining one website that features the customer survey, shop owners can update the survey as needed.

Content marketing

Develop and promote on the official website to create the animation and link to the promotion detail on the official website

Facebook and social network

Faraway will need to create Facebook and social network to gaining brand recognition is one of any business’ most important marketing goals. That’s because consumers want to buy brands they recognize. Thankfully, social media allows for easy and effective brand building.

Consultation with expertise

Media Federation of Australia

The Media Federation of Australia (MFA) was formed in 1996 with an objective of supporting those Agencies that specialised in media services (ie. Media research, strategic planning, media negotiation and placement). Today the MFA has a total membership base of 17 Media Agencies who are collectively responsible for over 70% of media billings in Australia.

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ie. Media research, strategic planning, media negotiation and placement). Today the MFA has a total membership base of 17 Media Agencies who are collectively responsible for over 70% of media billings in Australia.

Public Relations Institute of Australia (PRIA)

The PRIA is the national industry body for public relations and communication professional in Australia. PRIA represents and provides professional support and recognition to over 3500 individual practitioners and more than 170 consultancies nationwide. Since 1950, it’s been PRIA’s role to promote and enhance the profession and its status to the broader community. PRIA enforces the highest standards of ethical practice and represent public relations practitioners in the best interests of the profession.

Communication protocol

To select and use appropriate conventions and protocols when communicating with internal and external parties to seek or share information Faraway will develop the communication following:

Internal

Notice

Memo

External

Meeting

Email

Letters

Implementation plan

Marketing objective align with campaign

Digital Marketing Generates Higher Conversion Rates by through this channel, business be able to reach out to targeted audiences, generate leads and achieve as much as 25% increase in conversion rates. Also Digital Marketing Connects Faraway with the Mobile consumer by Digital marketing can help Faraway tap his gargantuan market, now that mobile marketing generates up to 35% of all organic traffic. According to eMarketer, mobile technology is also influencing the buying behaviour of these consumers.

For Faraway will puts $4000 into convergent tools and techniques and at the end of the year

Faraway receive $5000 in return, the ROI will come out as: ($5000- $4000)/$4000 ROI = 20%

Monitoring activity (Appendix 1)

Plan

Monitoring success of convergent marketing activities

Reflection project

Outcome

Faraway is required $6000 for Undertake research into applicable convergent tools and techniques, including some from traditional sectors that may be applied to a divergent media environment. The marketing director will have marketing manager and digital and social network to support the project.

Possible improvement

In the part of the option to improve is the implement of the Facebook and social network Start and using chatbot project the future concern is to develop the method to monitoring the performance due to there the comment form customer some period the content is not working.

For the part of interment o smart phone APP publicity Faraway must organize must review the traffic all the time.

Conclusion

Faraway is required $6000 for Undertake research into applicable convergent tools and techniques, including some from traditional sectors that may be applied to a divergent media environment. All the object of undertake is aiming to develop and increasing…

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