1. Value proposition

Donuts that give you a feeling you made them all by yourself!

2. SMART and KPIs

Simple goal: We need to increase the followers on Instagram and TikTok

Specific: We will post more content on TikTok and Instagram, with focus on TikTok

Measurable: We will check the followers weekly

Achievable: We are building our social media and we gain followers each month

Relevant: We want to reach 5000 followers on TikTok and 1000 followers on Instagram

Time-Bound: The goal should be met within the next 6 months

SMART goal: Bigfoot Donuts will focus on social media marketing through TikTok and Instagram, and we want 5000 followers on TikTok and 1000 followers on Instagram within the next 6 months. 

KPIs:

  • Conversion Rate for Call-to-Action Content
  • % Growth in Followers
  • Average Engagement

3. Marketing Channels

There are several appropriate channels to market Bigfoot Donuts. First, I would have started off with the basics; webpage and Facebook page. Here the customers have easy access to address, contact information and opening hours. 

For Bigfoot Donuts, it would absolutely pay off to use TikTok for marketing. It is a platform that is easy to use when you have learned the basics, and it does not require much to get attention. Many of the relevant customers are also on this platform. They have a good chance of reaching a broader audience with TikTok, because more people use it on a daily basis, and you never know what fyp (for you page) the content will end up in. 

Instagram is also relevant, if they know how to use it. The pictures should be of a higher quality than the videos on TikTok, because it is harder to make an impact and go viral on Instagram. Instagram is also efficient using the location-mode and hashtags. 

Email marketing can also be a good supplement to social media. It will maybe be easier to use this more like a weekly newsletter, or to the more loyal customers. This can also be a good way to distribute “special offers” to regular customers. 

Video can also be a good marketing channel for Bigfoot Donuts, where it can be easier to meet a wider set of customers, and maybe the older generation. Videos are more handy to use on Youtube, and if the quality is good, maybe local tv-stations or other distributors can send it.