Name: London Motorworks
Objective: Re-position brand to increase number of higher-income individuals with expensive vehicles. Maximize profitability of existing space and employees.
Content Strategy: Content needs to appeal to his ideal consumer. If they are middle-aged men who drive BMWs, work in management, play golf, and enjoy “dad jokes,” his content needs to fit this profile. Fully understanding the preferences of his ideal customer will take some time and experimentation. However, there are basic things he can do to make sure he is marketing to the right individuals. Techniques as simple as including only pictures of luxury foreign cars will go a long way towards re-positioning his company.
Facebook Campaign and or Promotional Ideas: Using facebook advertising, you can target individuals with certain interests. Choosing “BMW,” “Mercedes Benz,” or “Lexus” as advertising interests could go a long ways towards getting the right customers. Facebook has a huge sample of all ages and genders, so there should be a considerable portion of his desired demographic available for targeting. By targeting certain interests, he can find individuals who have particular lifestyles that match with his service.
Metrics to Measure Objectives: The success of the campaign and content strategy can be measured right away. Hopefully, there will be a noticeable shift in clientele and overall revenue. Social media engagement is important because it gives clues into the mind and preferences of his consumers. However, online engagement and reach alone is meaningless without actual shifts in clientele.
Additional Recommendations: Instagram is becoming increasingly popular. Simply maintaining an account and uploading photos consistent with the brand could help re-position in the long run. Additionally, I have found that Instagram images come up high in search results when tied to a particular account. This means when someone searched “London Motorworks” on google images, they could potentially see some of the work the business has done. More exposure is always better.