Summary of the Business and Campaign

Marketing
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Marketing
Summary of the business and campaign
The essence of marketing is trying to communicate information to the consumers in the most engaging manner. Sweetgreen is an American fast casual chain of restaurant that sells salad food to their client globally. Sweetgreen uses Instagram and Twitter for engagement and inspirational correspondingly as a perfect example of recognizing how different networks can complement a business (COOK, 2014). Social media is an indispensable part of life that has created a platform for advertisement campaigns. Sweetgreen is using social media to interact with friends as well as getting to inform them about the existing products in the market. Social outlets such as Twitter, Facebook, Snapchat, and Instagram have made it possible to link people and businesses worldwide. To fully benefit from the social media, the business has to engage authentically and ensure consistency of their products. In addition, a business that builds credibility will cultivate trust and loyalty among the users who will ultimately develop an interest in the business.
1. What is the business trying to achieve with their campaign?
Through the social media platforms, Sweetgreen business has been able to come across with a strong brand voice, enabling it to resonate well with the target audience. The company provides a strong example of consistent brand voice. Sweetgreen has a clear mission about food, healthy eating and keeping fit lifestyles. The business uses social media to reach out to more customers in every part of the world. Sweetgreen communicates with their customers using Twitter and Instagram. The business is keen on what to re-gram or re-tweet on Instagram and Twitter respectively. The business has a more direct and immediate conversation on Twitter. On the social media platforms, the customers get to ask questions and expect responses directly from the stakeholders of the business. Customers pass their grievances as well as other issues of concern to be addressed and attended to. Instagram forum is more inspirational, although Sweet green does not engage back directly (Boston College, Carroll School of Management, 2015). Additionally, the business uses Instagram messaging to dive deeper into Sweetgreen's food ethos and how their menu is designed.
2. Who is the target market? What is this based on?
The business target customers who are highly involved with salads and are ready to pay more for pure and natural foods. The target market age bracket is between 17 and 31 years old (slide share, 2014). The business builds customer loyalty by starting a conversation with a “human brand voice” by speaking to their demographic in relatable language. The business has gathered more data about their customers by monitoring the social media discussion page. This approach has given new customers more access to the business’ products as well as add new value to the campaign. However, at Sweet green, food preparation is fully transparent, which enables the business to earn the trust of their customers. A customer can watch video on YouTube about kitchen staff that gives a demonstration of what the business is about. Through such campaign on the social media, the business creates awareness to new customers who the business would not otherwise they exist.
3. What is the product strategy? What is this based on?
The business reads several blogs, uses Google alerts as well as other setup tabs on tweet surfaces for keywords. For example, the head of digital marketing said that Sweetgreen’s modern outreach and collaboration are reliable with their brand personality of being ‘‘a little bit healthier, a little bit hip, and a whole lot of local love”. A lot of customers have responded positively to such tweets, thus increasing the business’s sales. In addition, the business updates their customers about their sources of food, interrelationship with the farmers, and how different each menu is from the various market. The business mission is to build a healthier community by connecting people with real food. The business produces more appealing and beautiful photography on their Instagram page to update about their new p...