Case Study #5: Chapter 9 SHELBY’S STABLES Sakshi Sharma 200533273 Should Shelby’s Stables emphasize general social networking sites, niche social networking sites, or both? Explain your answer The decision of whether Shelby's Stables should emphasize general social networking sites, niche social networking sites, or both, depends on the specific target audience and marketing objectives of the company. If Shelby's Stables is targeting a broad and diverse audience, then general social networking sites such as Facebook, Twitter, and Instagram may be more effective in reaching a wider range of potential customers. These platforms have a large user base and allow businesses to create a strong brand presence through various features such as posts, ads, and stories. However, if Shelby's Stables is targeting a specific niche market such as horse enthusiasts or equestrian sports fans, then niche social networking sites such as HorseNetwork, HorseChannel, and MyHorseForums may be more effective. These platforms offer a more targeted audience and allow businesses to engage with potential customers who have a specific interest in the products or services offered by the company. In general, it may be beneficial for Shelby's Stables to use a combination of both general and niche social networking sites to achieve their marketing objectives. By utilizing a mix of social networking platforms, the company can reach a wider range of potential customers while also targeting specific niche markets. It is important to conduct market research and identify the target audience to determine the most effective social networking strategy for Shelby's Stables. Which social media sites are best suited to this type of promotional campaign? Why? The social media sites that are best suited to a promotional campaign for Shelby's Stables depend on several factors, including the target audience, marketing objectives, and budget. However, here are some platforms that may be effective for promoting Shelby's Stables: Facebook: With over 2.8 billion monthly active users, Facebook is one of the largest social media platforms and provides an excellent opportunity for businesses to connect with potential customers. Facebook offers various advertising options, including sponsored posts, ads, and videos, making it a versatile platform for promoting products and services. Instagram: With over 1 billion active users, Instagram is a visual platform that is ideal for businesses with visually appealing products or services. Instagram offers various advertising options, including sponsored posts, stories, and reels, making it an excellent platform for promoting Shelby's Stables' products and services to a younger demographic. YouTube: With over 2 billion monthly active users, YouTube is the second-largest search engine after Google and offers an excellent opportunity for businesses to promote their products and services through video content. YouTube offers various advertising options, including in-stream ads, video discovery ads, and bumper ads, making it an excellent platform for promoting Shelby's Stables' services and educating customers about horse care and training. Twitter: With over 330 million monthly active users, Twitter is a platform that is ideal for businesses that want to engage in real-time conversations with their customers. Twitter offers various advertising options, including promoted tweets and accounts, making it an excellent platform for promoting Shelby's Stables' services and engaging with potential customers. Pinterest: With over 450 million monthly active users, Pinterest is a platform that is ideal for businesses with visually appealing products or services. Pinterest offers various advertising options, including promoted pins, making it an excellent platform for promoting Shelby's Stables' services and showcasing their products through visually appealing content. Overall, the social media sites that are best suited to a promotional campaign for Shelby's Stables depend on the target audience and marketing objectives. It is essential to conduct market research and identify the target audience to determine the most effective social media platform for promoting the company's services. Examine the social media strategies described in this chapter. For each social media strategy, discuss how Shelby could use it for her business.Which would be the best? Why? The social media strategies described in the chapter include: Content marketing: This strategy involves creating and sharing valuable, relevant, and consistent content to attract and retain a specific audience. Shelby's Stables could use content marketing to provide valuable information to horse enthusiasts, such as tips on horse care, training techniques, and information on the latest horse shows and events. Influencer marketing: This strategy involves partnering with individuals who have a large following on social media to promote a brand's products or services. Shelby's Stables could partner with horse trainers, veterinarians, or other equestrian influencers to promote their services and products to a wider audience. Social media advertising: This strategy involves promoting a brand's products or services through paid advertising on social media platforms. Shelby's Stables could use social media advertising to target horse enthusiasts in specific geographic locations and promote their services and products through targeted ads. Social media contests and giveaways: This strategy involves creating contests or giveaways on social media to engage with potential customers and promote a brand's products or services. Shelby's Stables could create a contest where horse enthusiasts submit pictures or videos of their horses, and the best submission wins a free riding lesson or a discount on their services. Out of these strategies, content marketing would be the best for Shelby's Stables. As a stable that offers horse riding lessons and training services, Shelby's Stables has a wealth of knowledge and expertise in the equestrian world. By creating valuable content on social media, such as blog posts, videos, and infographics, they can attract and retain a loyal following of horse enthusiasts who are interested in their services. Additionally, content marketing is a cost-effective way to promote a brand's products or services and establish credibility and authority in their industry. By providing valuable information to their audience, Shelby's Stables can build trust and establish themselves as a go-to source for horse enthusiasts. Overall, while the other strategies can also be effective, content marketing is the best strategy for Shelby's Stables due to their expertise in the equestrian world and the costeffective nature of the strategy. Examine the video marketing approaches described in this chapter. For each video marketing approach, discuss how Shelby could use it with her business. Which would be the most feasible? Why? The video marketing approaches described in the chapter include: Promotional videos: This approach involves creating videos that showcase a brand's products or services and promote them to potential customers. Shelby's Stables could use promotional videos to showcase their horse riding lessons, horse training services, and the facilities they offer. Explainer videos: This approach involves creating videos that explain complex concepts or processes in a simple and engaging manner. Shelby's Stables could use explainer videos to educate customers on horse care and training techniques. Testimonial videos: This approach involves creating videos that feature satisfied customers sharing their positive experiences with a brand's products or services. Shelby's Stables could use testimonial videos to showcase the success stories of their customers and promote their services to potential customers. Live videos: This approach involves creating videos that are streamed live on social media platforms, allowing brands to interact with their audience in real-time. Shelby's Stables could use live videos to showcase their horse riding lessons, horse training services, and provide Q&A sessions with their trainers. Out of these approaches, the most feasible for Shelby's Stables would be promotional videos. Promotional videos are a great way to showcase the facilities, services, and expertise of Shelby's Stables to potential customers. As a stable that offers horse riding lessons and horse training services, promotional videos can highlight the quality of their services, show off their facilities, and give potential customers a taste of what it's like to ride at their stable. Additionally, promotional videos can be easily shared on social media platforms, allowing Shelby's Stables to reach a wider audience and promote their services to potential customers. Overall, while the other video marketing approaches can also be effective, promotional videos are the most feasible and practical for Shelby's Stables due to their ability to showcase the services and facilities offered by the stable, and their ease of distribution on social media platforms. How can the photos taken by Shelby for various patrons be used as a marketing tool for her stables? The photos taken by Shelby for various patrons can be used as a marketing tool for her stables in several ways: Social media: Shelby can post the photos on her stable's social media accounts (e.g., Instagram, Facebook, Twitter) to showcase the quality of the services provided by her stables. By tagging the patrons in the photos, Shelby can encourage them to share the photos on their own social media accounts, increasing the reach of the photos and promoting her stables to a wider audience. Website: Shelby can use the photos on her website to create a gallery showcasing the different horses and riders who have used her stables. This can help potential customers see the quality of the services provided by the stables and get a feel for the experience they can expect. Flyers and brochures: Shelby can use the photos in flyers and brochures to promote her stables to potential customers. By including photos of happy riders and their horses, she can create a positive image of her stables and encourage potential customers to visit and try her services. Print ads: Shelby can use the photos in print ads, such as in local newspapers or equestrian magazines, to promote her stables to a wider audience. By including photos of happy riders and their horses, she can create a positive image of her stables and encourage potential customers to visit and try her services. Overall, by using the photos taken for various patrons as a marketing tool, Shelby can showcase the quality of her services, promote her stables to a wider audience, and create a positive image of her business.
