Name: Gavriela Demosthenous Student ID: 16040379
Client and PSO
The client is Manchester Gin. The PSO is their unique Manchester Gin Signature. It’s perfect for any gin-lover in a gin cocktail or as a common G&T, with its attractively balance and amazingly smooth taste.
Evaluating and identifying the Target Audience
TARGET AUDIENCE ADVANTAGES DISADVANTAGES
1. People who search ‘Gin – Estimated population – Possibly irrelevant to
Manchester’ on Google from of Manchester: 2,730,076 those who are underage,
within a 60-mile radius of – Approximately 200 don’t like gin or don’t
Greater Manchester monthly searches drink alcohol
2. People who connect to the – Manchester has over 650 – Could be irrelevant
Wi-Fi in bars in Manchester bars with licensed
premises
3. People who like ‘Gin & – Targets gin lovers within – Distance could be an
Tonicly Club’ Facebook Page radius important reason for
within a 25-mile radius of – Hundreds of posts audience to consider
Greater Manchester everyday – Not everyone have
– 5.8K audience an account on social
social media
TARGET AUDIENCE BENEFITS DRAWBACKS
1. People who search – A high search in the UK – Competition exists
‘Best Gin’ through Google
in the UK
2. People engaging with – Specific to company’s – Users may not follow the
‘#ginlover’ Instagram PSO company’s channel
– Highly used hashtag – Not the most used
platform for visual
content
3. People Tweeting with – UK’s love affair with gin – Competition exists
‘#ginlover’ within 60-mile – Could be irrelevant
radius of Manchester
RED = CHOSEN
BLUE = SEGMENTATION APPROACH
TARGET AUDIENCE POSITIVES NEGATIVES
1. People using the hashtag – Behaviourally targeted; – The hashtag is been used
‘#ginmanchester’ on people who use the in irrelevant posts
Instagram hashtag are relevant
and important
– Psychographically – Too general GEO-targeted;
targeted; understands the population of
consumer need and Manchester is high
GEO-targeted; as is
focusing to the right areas
– Could use paid social for
creating brand awareness
– Boosting posts in social
media and Google could lead
to new audiences
2. People using GPS at – Targets people when they – Not GEO-targeted
Manchester city centre finish work and they would enough; Too specific,
(using 3/4G) between have time to purchase gin doesn’t target all the 16:00-22:00 (weekdays) for perhaps a special people who live in
and from 1pm until late occasion or a present Manchester
hours (weekend)
– Targets people on weekends;
when most of the people are
off, and they would go out
for drinks
– GEO-targeted; focused on – Potential wastage
the city centre where the targeting of people who
right customers are cannot drink alcohol –
5% Muslim, 7% over 75
– Paid social opportunity; years old and 3.5%
ideally for creating of unemployment who
awareness most likely cannot afford it
3. People searching – Behaviourally targeted; – Might be too specific
‘Best Gin Manchester people who make the
City Centre’ correct and unique searches
– Psychographically targeted;
understands completely
consumer need
– GEO-targeted; focuses to
areas with the right attraction
of consumers
– Paid ad opportunity; focus on
social media as well as Google
JUSTIFICATIONS
> Multi segmented search – it was too general, so target audience is more specific
> #ginlover is too general, will get lost in the old posts
> Manchester is too general, needs something more specific and focus on consumers’ needs and wants
> Take advantage of social media and Internet; create brand awareness
RISKS
> Not everyone is using the Internet or social media
> From ages 18-24’s only 55% of the UK drink gin
Evaluating digital communications objectives for the acquisition, conversion and subsequent retention of the target audience
ACQUISITION PROS CONS
1. Achieve a position in the – Top results make you – Currently don’t rank
top 10 listings on Google search visible and get you on the first page
results (currently no visibility) more traffic
for ‘Best Gin Manchester’ by – Top 10 results get you
April 2020 from 36.4% average of
CTR to 2.2% depends
on the position
2. Grow Instagram following – 80% of users follow at – Competition exists
up to 5K within people who at least one business
search ‘Gin in Manchester’ – 72% of users purchased
(CHOSEN) a product
– Grow brand awareness
3. Increase CTR visits in Google – Perform better than – More competition
(currently 0) by April 2020 competitors – Don’t know the reasons
– Use of keywords will that someone didn’t
attract more people click on your website
JUSTIFICATIONS
> Instagram has taken the world by storm
> Brand awareness through Instagram – easy way to introduce and sell products
> Get ahead of competitors
RISKS
> Could take too long to achieve
> Instagram algorithm changes
GD Marketing 
Good case study.
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Really good case study, with interesting facts and figures.
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Really good case study, with interesting facts and figures.
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Nice work
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