Objective:
- The learner will use the exercise to profile and evaluate their target customer and then look at what social media channels would be best suited to use as a marketing tool for the business.
Overview:
- This exercise can be conducted in isolation by the learner with a workbook, by working through the exercise with a business advisor, or in a group setting where an ideal example is formulated and then the learner transfers the learning and applies to their own business plan.
- There is three main elements to the exercise and some basic knowledge of social media channels and their suitability for different type of businesses would be beneficial for the learner to have in order for this exercise to work best.
If doing this in a group setting, each group could be given a different type of business to work with as a case study. For example: Comic Shop, Web Design Company, Solicitors, Ebay Seller etc.
Activity:
1. Brief Business Description
Write a brief description of your business (no more than 150 words). Include what type of product/services you sell and where you operate from.
Who is your customer?
Now write a breakdown of your customers taking into account things like:
- Gender
- Age
- Location (where they live, where they buy from – these may be two separate things)
- Price range (how much are they likely to spend)
- What social media channels might they use? And what do they use these for?
2. Traffic Lighting Task
So now you should have a clear idea of what your business is and what you sell, and also who your customer is and what type of activities they might engage in. Using traffic lighting system of:
Select which social media tools you think would be most and least beneficial for your business. Chose at least one social media device for each colour.
You should have knowledge of various social media channels but perhaps start with things like: Facebook, Twitter, LinkedIn, Pinterest, Instagram, You Tube (there are many many more).
Skill Development:
- If working alone, the learner could use the guidance to develop the exercise and then re-group with the business advisor to discuss.
- If doing in a group exercise, they could develop ideas as a team and then feedback to the rest of the group.
Resources:
- Flip Chart, Pens
- Case Studies if using case studies
- Famous brand info if using this element.