Matador Beef Jerky Digital Media Plan
Client’s Goals ● Initiate trial ● Build awareness among millennials
T arget Audience ● Millennials (18-25 years old) ● People who live boldly and have adventurous lifestyles (attend music events, outdoor events, sporting events, etc.) ● Always on-the-go ● Non-traditional jerky buyers
Key Learnings #1 Matador’s digital content is most frequently accessed from a mobile device #2 Presence at music events gains considerable web traffic #3 Matador has room to improve consumer engagement on social media
#1 Matador’s digital content is most frequently accessed from a mobile device “We want to reach people when they’re on the go so they can adopt Matador into their active lifestyles.” - Dan (Matador Brand Representative) ● Mobile devices account for about 75 percent of Matador’s web traffic ● 85 percent of millennials own a smartphone ● Matador observes higher than 50 percent impulse purchase rates, and sales are highest in convenience stores
#2 Presence at music events gains considerable web traffic “Matador looks to meet them where they are at.” - Dan (Matador Brand Representative) ● “Loops at Soundset” brought in more traffic than any other Matador webpage, totaling more than half of all page views matador.com received ● Posts on social media outlets involving events gain nearly double the amount of “likes” as other miscellaneous posts.
#3 Matador has room to improve consumer engagement on social media “Digitally, many of our competitors are doing small, individual engagement with consumers” - Dan (Matador Brand Representative) ● The most popular posts for competitors include links to the company website, encourage users to comment/re-tweet or include a call to action ● When Matador’s posts fail to provide a means of user engagement (call to action, links, etc.), we see engagement levels drop. This means fewer people talking about the brand on social media ● The primary reason millennials use Facebook is to see what their friends are talking about [1] [1]American Press Institute
Strategies ● Increase web and social media traffic by improving user experience across mobile platforms ● Leverage the target audience’s interest in road trips, music festivals and other adventures to generate brand awareness ● Use contests and giveaways to encourage interaction with the brand
Value Proposition Matador provides adventurous, college-age individuals with road trip destinations (music festivals, campsites, theme parks, etc.), road trip activities and music recommendations to fuel their active lifestyles and inspire them to live boldly.
The Campaigns 1. Featured Spotify Playlists 2. Road Trip of the Month 3. Electric Forest VIP Giveaway
Campaign #1 - Featured Spotify Playlists One of the additions we recommend making to the website is a playlist page. Our campaign suggestion involves linking an official Matador Spotify profile to the website, and encouraging consumers to create playlists for an upcoming event. Submitted playlists with the most votes will be featured on the Matador website, spotify profile, and social media pages.
Accomplishing Strategies ● This campaign will increase our audience's interest in music events in that it will give them the opportunity to stimulate their musical ear by having a fun outlet for listening to artists they will see live. ● Increase social media pages and website traffic by pulling consumers to the website to listen to the featured spotify playlist, and bringing consumers to the social media pages to check out the playlists that are featured and by whom. ● Spotify is a mobile-friendly application that will encourage mobile use (spotify is increasingly mobile.)
Campaign #2 - Road Trip of the Month This monthly post will feature one exceptionally bold road trip from the previous month’s user-uploaded photos and videos (posts that have tagged #Matadorofthemonth). Each month will feature a different road trip’s Instagram posts and tweets on Matador’s website.
Accomplishing Strategies ● Users submit photos through mobile platforms to Instagram, Twitter and Facebook as content is able to “travel with” users (earned) ● Provides examples of bold road trip destinations and activities, leveraging the target audience’s interests and generating brand awareness (owned) ● Provides incentive to interact with the brand on social media, and material for users to seek out on the website
Campaign #3- Electric Forest VIP Giveaway Our summer ticket giveaway will encourage Matador to seek out bold individuals through their Instagram posts. They would use the hashtag #MataboldEF. This allows for the individuals to share their bold and adventurous moments. For example: Travel moments, adrenaline-inducing, and living for the moment. The chosen winner will receive a prize pack which includes: 2 VIP Passes, a parking pass, Matador Jerky, and Electric Forest Swag.
Accomplishing Strategies ● This allows Matador to connect nationally with its consumers. It provides an opportunity for participation on social media. ● This will successfully leverage the target audience’s interest in music festivals and generate brand awareness ● Matador can use contests and giveaways to encourage a higher-level interaction with the brand.
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