囍 Bless |
AI Marketing Strategy
Hong Kong
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TIMELINENovember - December 2024
MY ROLE & CONTRIBUTIONInsights & Analysis
AI Driven Marketing Strategy
Pilot Plan & Execution
KEY DELIVERABLESAI Driven Marketing Strategy
Pilot Implementation Plan
Data Driven Performance Insights
BACKGROUNDAbout Bless
Launching in 2025 in Hong Kong, Bless offers Chinese-style organic meals, wellness soups with Chinese herbs, and organic teas aimed at improving physical and mental well-being. With the mission to inspire lasting positive changes, Bless uses organic ingredients and traditional remedies to restore balance and vitality.
Leveraging AI for Scalable Growth
To effectively capture the attention of health-conscious consumers and drive engagement, Bless has identified the strategic need for a digital marketing approach that transcends traditional methods. By integrating AI-driven tools like Hootsuite, we aim to optimize content strategy, enhance brand visibility, and gather actionable customer insights in real-time. This AI-powered solution will empower Bless to scale its reach, drive customer loyalty, and accelerate growth in the competitive wellness market.
MARKETING CHALLENGESAddressing limited brand awareness, budget constraints, and data gaps is critical to driving customer acquisition and optimising marketing ROI.
Customer Acquisition
Limited market data and brand awareness, coupled with the need for educating customers on the benefits of Chinese medicinal cuisine, severely impede our customer attraction and conversion efforts.
Limited Budget for Content Creation
Insufficient funding limits our ability to create high-quality, educational content, critical for effectively communicating the benefits of our products, potentially reducing customer engagement and brand growth.
Data Deficiency to Understand Market
The lack of access to market and customer data hinders our understanding of customer preferences and needs, leading to ineffective segmentation and targeted advertising campaigns and inefficient marketing spend.
THE NEEDS
Enhance customer acquisition by building brand awareness and leveraging actionable insights for sustainable growth.
Increase brand awareness and visibility
Attract new customers and build recognition in competitive sectors.
Expand market shares
Strengthen positioning through targeted marketing and audience engagement.
Drive revenue growth
Improve acquisition efficiency to support long-term financial goals.
AI Solution Proposal for Strategic Marketing Enhancement
Market Sensing
Use AI to monitor trends and customer sentiment in real-time to refine targeting.
Strategic Market Analysis
Leverage AI analytics for precise segmentation and competitive insights.
Automated Customer Engagement
Streamline customer interactions to maximise engagement and conversion rates at reduced costs.
TOOLTo drive brand growth and customer acquisition by leveraging data-driven social media marketing, strategic content management, and actionable insights that optimise engagement and operational efficiency.
Hootsuite
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Use Case
Automate and optimise social campaigns to reach the right audience.
Analyse engagement analytics to identify active audiences and trending topics.
Refine strategies with data-driven insights for sustainable growth.
OVERVIEW
Pilot Program
🚀 Implement a 3 months targeted social media pilot using Hootsuite: A # data-driven social media strategy designed to enhance #brand visibility, #optimises engagement, and expands #customer base through #data analytics and #content customisation.
PILOT PROGRAM
Target Audience
The store will be located in Taikoo Shing, CBD area close to residential areas, schools, and offices.
Local resident and busy professionals, living and working in 10km radius of the area, age 6-60.
Families, including parents of students and elderly individuals, busy professionals.
Health-conscious individuals seeking nutritious, quick dining options.
Potential customers with an average weekly dining out or takeaway budget of 1000 HKD.
EXPECTED OUTCOME & METRICS
Deploy a data-driven social media strategy to increase brand visibility, optimise engagement, and drive customer acquisition through analytics and tailored content.
Increased Brand Awareness
100 followers (Instagram, FB) in 1 month.
10% monthly increase in followers across social media platforms.
5000 – 9000 impression on social media post.
2000-3000 reach in posts on (Instagram, FB) per month.
Increased engagement
500 post views each months.
5% monthly increase of social media engagement (likes, comments, stories reply, shares, direct message, tag, invitation to collaborate).
3% CTR to company website each month.
Conversion & Revenue
Generate 5% conversion from social interaction to instore purchase.
30% of total revenue from social media-driven campaigns in first three months.
PILOT: RESOURCESPERSONNEL
Owner 🧑💼
Oversees business strategy, growth, and operations.
Marketing 📈
Directs campaigns, content creation; leverages Hootsuite for insights
Design Researcher 🎨Manages visual, web, and customer experience design
Programmer 👨💻
Develops and maintains the website.
TECH INFRASTRUCTURE
Social Media
Instagram & Facebook.
Hootsuite
Social media management, content optimisation, analytics and insight.
Figma
Branding & content.
ChatGPT
Content generation.
Website
Self develop
Delivery Platforms: Foodpanda, Deliveroo.
BUDGET
Hootsuite
$249 per month.
Social Advertising
$500 – 1000 4 month across platforms.
Content Generation
Free via Chatgtp
Delivery Commissions Approximately 25-30% per order
Total Estimated Budget
Monthly ~ $1000-1500
3 months ~$3000-4500
PILOT: TIMELINE | DELIVERABLES | MITIGATION 📅TIMELINE & KEY MILESTONE
JANUARY 1️⃣
Initial Set up, Integration & Market Analysis
FEBRUARY 2️⃣
Launch & Soft Test
MARCH 3️⃣
Campaign Launch & Feedback
APRIL 4️⃣
Assessment | Adjustment | Scale
DELIVERABLES
Setup & Market Insights
Report on setup success, tool usability, market analysis, and a 3-month content calendar with insights.
Performance & Strategy
Report on content engagement and user feedback, along with campaign ideas based on market insights.
Campaign Analytics
Detailed performance report with engagement data, user feedback, and competitive effectiveness.
Final Evaluation
ROI and market analysis report, along with strategic recommendations for scalability and future campaigns.
RISK & MITIGATION
New to social media audience engagement
Team training & regular feedback sessions with social media expert.
Budget limitation for Campaign
Maximise ROI with cost-effective, engagement-driven strategies.
Limited budget for research
Use low-cost methods like polls and QR codes for customer insights.
PILOT PLANNING: ROADMAP 📍
RESPONSIBLE AI STRATEGY
POTENTIAL CONCERNS
Bias and Inclusivity Risks in AI Insights
Risks of Misinformation in AI-Generated Content
Transparency and Explainability
RESPONSIBLE AI STRATEGY
We ensure…
Establish Accountability & Oversight
Mitigating Bias, Misinformation, and Over-Reliance
Continuous Monitoring and Training
VISION 🥢
