Marketing Strategies to Influence Buyer Behavior: Product and Service Innovation
continue to act as the director of marketing for a company and will provide an analysis of how you would promote your products and/or services to a specific demographic target market using social media marketing strategies. This analysis will be divided into three separate presentations. Last week, you submitted the first presentation on incorporating the consumer. This week, you will create and submit a presentation on incorporating product and service innovation. In Week 3, you will submit a third presentation on incorporating marketing in the technological era.
With those thoughts in mind, continue using the particular industry and specific target market that you selected in Week 1. Using that information, you will continue to analyze the use of social media marketing strategies to reach that target market and influence buyer behavior. To showcase your analysis, you will create a PowerPoint slide presentation, along with a written script (in the Notes section of the PowerPoint) that you would use to give your presentation. As you develop your presentation, be sure to include specific examples where applicable, as well as relevant citations from the Learning Resources, the Walden Library, and/or other appropriate academic sources.
Sample Answer
The prompt asks me to act as a marketing director and create a presentation on social media marketing strategies to influence buyer behavior, with a specific focus on product and service innovation. This is the second of three presentations.
The previous week's response established the following:
Industry: Healthcare technology, specifically a telehealth platform.
Company: "HealConnect"
Target Market: Millennials aged 25-40, living in urban and suburban areas, who are tech-savvy, health-conscious, and value convenience.
Since I am playing the role of the director of marketing and the request is to create a presentation and a script, I will present the information as if it's the second of a three-part series, focusing on product and service innovation. I will structure the response with the title of the slide followed by the script, as if it were a PowerPoint presentation with notes.
📊 Presentation 2: Product and Service Innovation
Slide 1: Title Slide
HealConnect Marketing Strategy: Product & Service Innovation A Social Media-Driven Approach
Slide 2: Recap & Agenda
Script: Good morning, everyone. In our last session, we discussed how to incorporate the consumer into our social media marketing strategy. We analyzed the millennial target market, their pain points, and how our platform, HealConnect, can solve their healthcare needs. Today, we're shifting our focus to product and service innovation. This is a critical component of our strategy because it's not enough to just talk about our existing services; we must show our target market that we are constantly evolving to meet their needs.
Our agenda for today includes:
Product & Service Innovation in Social Media - How we use social media to introduce new features.
Influencing Buyer Behavior - How these innovations are marketed to drive adoption and loyalty.
Examples & Case Studies - Specific examples of campaigns we will run.