Chevy Aveo5 Case Analysis
The purpose of this report is to evaluate the Chevy Aveo5 case study in an effort to create a strategic measurement plan commensurate with the organization, the specific initiative, and the overall goals and objectives established. The following will provide an overview of the initiative, analyze the organization, and recommend the establishment of a superior strategic measurement plan.
The basis of the initiative was to inform the target audience of the redesigned Chevy Aveo5 through online video and social media channels. The living large college cab initiative was created to create awareness and generate sales leads virally through expansive social media connections. Free rides, fame, competition, and the chance of winning a Chevy Aveo5 were motivating factors of reaching the target audience.
Chevrolet has a history of producing vehicles to meet target markets and has capitalized on these strengths. As part of successfully meeting the needs of the target audience, Chevy has established a reputation with its stakeholders that meets the needs of various constituents. In this instance, shareholders, customers, employees, dealers, etc. all have various levels of interest regarding the initiative and the interaction with the target audience. Identifying and prioritizing these stakeholder interests along with the goals of the initiative and organization provide a roadmap to meet the needs of each. Chevrolet key strengths are research and development and vehicle variety for target audiences, deep pockets, and reputation of quality and meeting stakeholder needs. Chevrolet may be considered weak relative to competition and advertising via social media marketing (“Chevrolet | SWOT Analysis | USP & Competitors | BrandGuide | MBA Skool-Study.Learn.Share,” n.d.).
According to a Stanford article, reaching individuals via social media with strong ties (e.g. close friends) are likely to exhibit greater similarity that those with weak ties (e.g. acquaintances), treating all relationships equally will produce unsatisfactory outcomes (Xiang & Rogati, n.d). Therefore, target marketing via social media will effectively reach the audience of like minds. The purpose of defining relationship strength is to consider other interesting applications which use relationship strength to understand human behavior (Xiang & Rogati, n.d). Understanding and predicting stakeholder relationships offers organizations a competitive advantage in reaching their audience, understanding the needs of their audience, and meeting their needs in the pursuit of reaching their own goals and objectives.
Based on the initiative, strengths and weaknesses of the organization, the goals and objectives set forth, the following are proposed recommendations to measure the impact of Chevy Aveo5 marketing initiative. First, Chevy’s goal of virally spreading information about the redesigned Chevy Aveo5 does not quantitatively connect to organizational outcomes. Outcomes in the form of increased sales as a result of this marketing initiative must be measured to determine program success. Quantifying the difference in outcomes as the result of a new initiative is essential and therefore a baseline must be established. Once the baseline is established, the variance can then be attributed to the changing marketing initiatives. According to Stacks and Michaelson, benchmarking provides a continuous evaluation of campaigns from kickoff to completion (Stacks & Michaelson, 2010).
Measuring the various components of the campaign must be established up front and align with the organizations goals. Utilizing the channels of video, internet, and social media, through the powerful motivators of competition and reward are great methods to reach this target audience. Measuring the outcomes through these channels and via components such as likes, shares, retweets, views along with the tone and share of discussion will identify the success rate of each component independently (Jeffrey, Michaelson, & Stacks, 2007). In an effort to quantify this content, established goals, metrics, and standards must be formed and translated continuously throughout the process. This will provide valuable information regarding the success or failure of the initiative. For example, if the custom website does not produce results, alternatives must be sought. Or, if the taxi cab videos spread virally and have a quality connection to the Aveo5, Chevy has this knowledge to spend more resources in this area or duplicate the campaign at other college campuses.
Once the desired content is established and in accessible formats, consumers will generate interest that will drive outcomes. When the right content is provided through the most effective channels the success rate of producing outcomes aligned with the goals is improved. Social media outlets can virally get the information to masses, however the content provided must be quality and desired by the target audience. A strategy of targeting groups is time consuming and requires intensive research and analysis of how best to reach these audiences with approaches that harness and maximize the potential benefits of multi-model social media usage (Khatri et al., 2015). Initiatives thoroughly researched and understood will understand their target audience and define the right measurement criteria.
Measuring the results through Google analytics will keep stakeholders informed of progress. Google analytics offers reports that measure traffic by channel which will highlight the most valuable network relationships. Other reports identify where your audience originated, whether it is organic, social, email, or website. Google analytics can also measure variance in traffic based on campaign (Lee, 2015). Google analytics is an automatic and efficient method for measuring online activities and the outcomes associated.
By utilizing Chevrolets core strengths, accounting for their weaknesses, defining the needs of the target audience and the channels in which they will most positively respond will produce results that meet or exceed the outcomes expected through the initiative. Through the process of measuring outcomes, the organization gains a deeper understanding of the customer and all stakeholders of which they can use to improve outcomes in the future.
Spendster Case Analysis
The Spendster case goals were to broaden personal financial education to a target audience of tech-savvy young people in an engaging meaningful way. Bloggers and reporters are used as the channel to reach the primary audience. The project had three qualitative objectives; help consumers better understand their personal needs and wants, encourage consumers to think before they buy and to spend wisely, and test the social media waters. The initiative created the Spendster website which allowed users to gain a reality check on their spending habits and the long-term impacts their decisions had on other aspects of their lives. The Spendster project had opportunities and hurdles throughout. Faced with limited resources, Spendster was forced to do more with less. This offered challenging circumstances when trying promote and develop a website to reach their target audience. However, the Spendster program was met with enthusiastic partners to virally spread financial knowledge to improve spending decisions.
Understanding the ultimate goal was to educate people to make smarter financial decisions, Spendster developed a fun, interactive tool that highlighted people’s poor decisions that prevented them from reaching more important longer-term financial goals. Spendster brought this tool to the consumer through educational material and social media channels. The tool may have been effective at portraying the consumers as bad decision makers, however was it successful at helping them make better decisions going forward? The following will address how to measure these qualitative goals, reach the audience more effectively, and measure the outcomes associated with the Spendster program.
The success of the Spendster initiative must be measured to ensure the goals were achieved. As stated, the goals of Spendster are qualitative in nature. Measuring qualitative goals requires alternate methods of measurement that align with the important criteria set forth for the project. According to the International Journal of Qualitative Methods, qualitative content analysis is a descriptive research method involving development of coding frame and qualitative coding of data (Snelson, 2016). Further research in the Journal of Advertising Research offers methods of obtaining this data from a qualitative perspective through online focus groups, online depth interviews, and netnography, each provide a statistical measurement of impact on qualitative measurement (Schivinski, Christodoulides, & Dabrowski, 2016, p. 67).
Online focus groups identify specific actions before the Spendster interaction and intended or real behaviors after the Spendster interaction based on the content delivered within the website. Online depth interviews sought to obtain information electronically regarding their financial behaviors before their interaction with Spendster and then again at some point afterwards to quantify and extrapolate statistical significance of the program. And finally, netnography is an online observation study by researchers unaware of the context of the Spendster program. This anonymity keeps the measurement unbiased. These three measurements should be combined to weigh the overall qualitative impact of the program.
Another method of reaching the target audience is through search optimization and the measurement of where the traffic is generated. Data analytics are important components of ensuring marketing efforts align with business goals. The website wiredprworks.com states that search engine optimization is one of the most effective ways to reach target audiences (Rozgonyi, B. 2008). Combining search optimization with social media channels will produce even greater impact reaching like-minded individuals interested in developing their financial skills. According to Communications of the ACM, today’s social media is designed to maximize information propaganda and virility (through optimization of clicks and shares) to the detriment of engagement and consensus building (Cebrian, Rahwan, & Pentland, 2016). This fact suggests it is difficult and more important than ever to provide valuable content in which consumers are willing to engage. Measuring this engagement on the Spendster site is imperative to the success of the initiative.
According to the article Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes: A Methodological Approach; web analytics do provide accessible and cost-effective means of measuring the relative contribution of PR to business goals (Duncan, 2010). Measuring the results by attaching Google analytic reports to the Spendster website will provide measurement of traffic by channel, will identify the most valuable network relationships. Google analytics can also measure variance in traffic based on campaign (Lee, 2015). Google analytics is a powerful tool that provides the real time knowledge to leaders so progress is understood, adjustments can be implemented, and outcomes are measured.
According to Duncan (2010), organizations can and should use statistical analysis to which aspects of coverage are most important at driving results. The aforementioned components of measuring outcomes related to the Spendster initiative will provide the information necessary to determine if true outcomes are reached and if the method used was successful. Coding the important attributes, studying qualitative impacts, and combining web analytics through the Spendster site will provide the relevant information necessary to measure the overall success of the program and independent performance of various components throughout.
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