Sandy is the lucky owner of a cozy coffee shop in Soho, NYC. Her store is doing very well. The welcoming well-decorated environment, carefully curated product mix, and outstanding service make its customers (mostly people who live and/or work in the area) highly satisfied and looking forward to the next cup of coffee. Two months ago, Sandy decided to hire a marketing agency to help expand her business beyond Soho surroundings. She contacted you (a marketing strategist) and asked for a marketing plan proposal. After a few weeks, you met with Sandy to present your proposal, based on two buyer personas: Mitch and Justin.
1. Would the same marketing strategy work for both personas? Yes? No? Explain why. (150-200 words)
2. What marketing strategies would you propose to Sandy based on the personas' characteristics? Required Information: List marketing channels/tools you plan to use - e.g., social media (specify which platform), blog, website, TV, magazines, billboards, coupons, events, workshops, influencers, collaborations, etc. - and explain in detail how you envision using each one to reach the buyer personas.
Mitch and Justin do not know about Sandy's coffee shop yet. They are not aware of her store. Sandy owns a small business. She can't afford celebrities and famous influencers. Be creative. Create comprehensive marketing plans and use multiple channels and tools in a clever and well-thought way.