Facebook
I think it is important for every brand to be present on Facebook. Facebook is the “largest social media site” worldwide (Clow, K.E., & Baack, 2016, p. 255). Anyone and everyone is on Facebook, and because of their wide range of users we will be able to reach consumers outside of our main demographic. Not only can we have an account for our brand, but we can also invest in our brand being advertised to Facebook’s users. Being present on Facebook can help expand consumers brand awareness and improve our search ratings (Clow, K.E., & Baack).

 

                                   (Hotijar, 2016)
Pinterest
Lastly, I believe our brand should be present on Pinterest, because “fashion and food are the two most featured topics” (Clow, K.E., & Baack, 258). Pinterest would be a great social media platform because we can showcase our product in a different way. Pinterest is a “bulletin-board style social site that allows users to post photos” and share image-based articles with their followers (Clow, K.E., & Baack, 258). We would include fun and unique recipes our chips can be used in. We will convince users our product is more than just a chip and will be an essential ingredient to their day to day lives. Pinterest will increase our sales by linking our website where our products can be purchased.

Buzz marketing will be the most effective way to get the brands name out there to the public while illustrating the products growing popularity."Buzz can be more powerful than the words of a paid spokesperson or endorser." Clow & Baack, 2016, pg. 280. Our preference for our brand is to appear on social media through a celebrity similar to the brands image. We are searching for a public figure that is young, attractive, wholesome and athletic. They will occasionally talk about the product or just simply mention that they are eating a bag of our chips with their lunch after they leave the gym or yoga class. 

Product placement is a nice simple way we plan on promoting our product by placing it in media of pop culture. The product logo will be eye catching with strong color to influence brand recognition and association. Music video’s and popular Sitcoms will subtly promote Baked or Burnt by placing them in contrasting background to make the colors of the packaging stand out to viewers. Our placement will revolve around youth related media and television to help relate to consumers smoothly. Specifically on youtube will be the strongest approaach we can take for product placement basedon the volume of frewuency we could recieve. " almost one-third of all people on the Internet — it  takes an important place in daily activities of any Internet user. Every day people watch hundreds of millions of hours on YouTube and generate billions of views " (3 Effective ).

Lifestyle will be the most important approach regarding alternative marketing in order to penetrate the consumer market. Baked or Burnt wants to focus on the company’s overall goal to promote a healthy snack while creating a cleaner environment. This goal is best communicated through lifestyle comparison, so the strategy will focus on relating to younger health conscious adults and proactive mothers. Our advertisements will include exercising, meal prepping, and a subtle reference to recycling. Our consumers will have a upbeat attitude on life and the journey of finding longevity, so this attitude will appear in all of our advertainments weather they be print, television, radio etc.  

Our product will be placed in local grocery stores and upper-class gas stations, so we can use these retail locations to start data mining in order to observe the competition and consumer habits. This will prepare us for future promotional offer possibilities ." Among the key areas where data mining can produce new knowledge is the segmentation of customer data bases according to demographics, buying patterns, geographics, attitudes, and other variables" (A SEGMENTATION ANALYSIS OF U.S. GROCERY SHOPPERS). In doing this we will then create consumer profiles which will enable us to send coupons and promotions through the mail and emails based on their purchase history. Using CACI report will give us the most accurate description of the market penetration and what the trend and preferences are while assisting us in a stronger consumer profile. This profile will help distinguish our demographics and psycho-graphics in the local area, making our product more accessible to our consumers. "  Each of the customer profiles is described with respect to the underlying demographics and income. Consumer shopping segments cut across most demographic groups but are somewhat correlated with income " (A SEGMENTATION ANALYSIS OF U.S. GROCERY SHOPPERS ).

For the direct response approach our most basic strategy will be to offer promotions in local grocery store newspapers. They will receive their weekly deals grocery store catalog with our product appearing several times throughout the catalog. This will be subtle and low pressure marketing tactic which will assist in brand recognition due to our reoccurring product and the excitable packaging.  As for the mass media direction, we will focus mainly on television advertisements and newspapers. The commercials will appear on popular channels that fall under our demographic profile. Children’s shows, cooking channels, sports broadcasting programs, and Lifestyle and other similar programs. This can guarantee our product’s recurring appearance in the line of sight of our demographics and psychographics. 

Roberts, C. (2017, May 4). Is Popcorn the Perfect Healthy Snack? Retrieved from https://www.consumerreports.org/healthy-snacks/is-popcorn-the-perfect-healthy-snack/

Sparks, B. (2017, May 5). Trail Mixes are More Popular Than Ever | Produce Business Magazine. Retrieved from https://www.producebusiness.com/trail-mixes-popular-ever/

3 Effective Ways to Use Product Placement on YouTube. (n.d.). Retrieved from https://brand24.com/blog/youtube-product-placement/