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Transcript of Broderick's Bars
Started our in their mother’s Ina’s kitchen.
Now employ around 40 people in Walkinstown, Dublin.
A family business at heart Company Background Broderick's are in a strategic alliance with coffee shop Insomnia.
Supply other Irish owned businesses such as Dunnes.
Now export Broderick’s branded bars to over 15 countries.
All their products are handmade, largely using Irish Ingredients. Company Background. . . What is digital marketing Social media has become a powerful marketing tool today. "Eejit of the week" competitions. Engages fans to frequent their page more often.
Spoof videos create a sense of fun and enjoyment. The company does not take itself too seriously.
Website - Very interactive and animated website which appeals to users curiosity. Blog: Competition Giveaways
- Company offers assortment of bars
- Unique Broderick's "Free Hugs" T-shirts
These activities add value to Broderick's customers and fans. Thanks ! Broderick's have 1,414 followers between both brother's accounts Use it to communicate information about their new products and links to buy. Both brothers have their own accounts, there is no single Broderick's Bars account. Consumer Behaviour Perception Perception is the process
whereby individuals receive, select, organize, and interpret sensory stimuli to produce
a meaningful picture of their world.
(Lantos, 2011, p388) Broderick's use their Online media to market themselves as easy-going, typically Irish businessmen. This makes the brand more friendly and approachable to the average consumer in Ireland. Positive perception helps build rapport with customers which can lead to brand loyalty Aaker, J. (1997). Dimensions of Brand Personality [Online]. Journal of Marketing Research. 34,4. Retrieved from http://www.haas.berkeley.edu/groups/finance/Papers/Dimensions%20of%20BP%20JMR%201997.pdf
Digital Marketing Institute. (n,d). Planning a Digital Marketing Campaign. Retrieved March 12, 2013, from http://digitalmarketinginstitute.ie/blog/planning-a-digital-marketing-campaign#.UT8fXxzJTTo
Lantos, G. (2011). Consumer Behaviour in Action: Real Life Applications for Marketing Managers. New York: ME Sharpe Inc.
Merriam-Webster. (n,d) Lifestyle. Retrieved March 12, 2013, from http://www.merriam-webster.com/dictionary/lifestyle. References Perception con..... Lifestyle QR codes Overall Broderick's have an excellent digital marketing campaign, but there are still areas which can be developed further. Twitter Company Website Broderick's maintain a dedicated website.
Very interactive and animated. Designed to capture and hold user attention.
Contains links to the company's social media sites.
Includes the option to buy directly from the company.
Their website was designed by HarrimanSteel, an online marketing agency which is based in the U.K. They put emphasis on the 'constant daily bickering' between the two brothers and refer to the creation of the business as they describe starting off 'in their living room'. The Broderick brothers reflect a picture of Irish family life in their writing when introducing consumers to the brand. Broderick's strive to maintain their Irish roots and convey
this through their social media sites. Broderick's Bars Profile The process of researching and clearly articulating the aims and goals of your digital initiatives, along with targeting digital personas, and choosing which channels to go after them and how.
(Digital Marketing Institute, 2012) Conclusions and Recommendations Producing a Broderick's Bars Twitter
account to engage further with
customers similar to there Facebook. Brand personality Deepens understanding of consumers assessment of the brand
Differentiates the brand from products with similar attributes
Can communicate the brand identity with fuller richness and texture Bernard Broderick “ We wanted the Broderick's brand to reflect us and our personality”
Broderick's promote themselves in a way which gives the sense that they are a young, fun loving, creative and stylish brand
These personality traits are useful for marketing their products in several ways Broderick's take on brand personality Broderick's invest a lot of money into YouTube Videos which do not have a lot of views. The development and implementation of QR codes on packages can send videos to customers. Customers will understand the brand better and help with the brand's perception. The online shop which is available from the main site is lacking development.
Low number of products available
Prices also missing Brodericks bars are created by two owners and may not appeal to customer preferences
Example would be the recent KitKat "chunky champion" and walkers "do us a flavour". Online competition to create new flavors: Conclusions... Recommendations