The major communication tools to be used are email campaigns, social media tools and affiliate systems. These marketing tools collect and manage the information from customers. There are 3 important messages that Cuckoo has to communicate to its customers. These include:Introduction of new products、 Customer engagement programs 、 Print media、Market leadership through offers, discounts (Engels, 2000).These messages should be broadcasted weekly once across email marketing, social networking, print media, search engines, press releases and affiliate systems. These tools hold better values because they help establish genuine relationships and build customer base throughout the world. Digital channel optimization also comes into picture where search engine optimization (SEO), Google Analytics is few tools that enhance the results.
Print media does serve the purpose in an effective way. For instance, local newspaper advertising, loyalty cards, posters stuck at public places can help Cuckoo London reach the audience. The messages are not just restricted to the campaigns but display the image of the firm. Cuckoo UK has to now rework on the budget as these tools can possibly require more resources and budgets.
The expected budget for print media would be around 2000 USD per month while social media would be 1500 USD. Further, Cuckoo London has to take care of the resources meant to manage the marketing part.
Cuckoo has to setup a separate technical team that will take care of technical alignment and connection of varied media platforms to the customers. The aim of the firm is to make it available throughout the world. Hence, this proposal is in line with the company’s policy statement (Kimmel, 2005). Over a period of 60 days, the consultants should gain awareness on communication tools, market requirements, and customer engagement ideas and develop hands-on experiences.
At the initial stage, 4 people are required to process and market the products. As the products gain traction from customers, the initial budget setup will proliferate by at least 4 times. The key performance indicators include brand image, reputation, customer preferences, price and location. These are also the ways by which the performance can be recorded. This has to happen on country basis and not just restricted to UK. A slight variation in location can happen, but the availability has to be there so that credibility does not become a constraint in this process.