Final project report electronic marketing course topic e marketing strategy for s&chill karaoke box

By leveraging these platforms alongside other e-marketing techniques like search engine optimization SEO and digital advertising, this plan aims to create a comprehensive and targeted ap

Group: 06

Tp Hồ Chí Minh, ngày 08/12/2024

4_ | Huỳnh Hiếu Trung K224111474 100%

Acknowledgments

First and foremost, we would like to express our deep gratitude to Dr Le Hoanh

Su, our e-marketing instructor, for his invaluable support and guidance throughout this course His expertise and passion for the subject have inspired us to deepen our understanding of digital marketing strategies and their applications in the modern business landscape We are especially grateful for his insightful feedback and dedication, which have been pivotal in helping us refine our ideas and develop a more comprehensive approach to e-marketing

We also extend our sincere thanks to the professors, researchers, and authors

whose work and insights have served as a foundation for our studies in e-marketing Their contributions provided essential knowledge that has shaped our learning experience, enabling us to grasp complex concepts and apply them effectively in our

projects

Table of Content

CHAPTER 1 OVERVIEW OF BUSINESS LH HH HH Ha 1

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CHAPTER 1 OVERVIEW OF BUSINESS

1.1 Introduction the topic

Karaoke box services have become a popular form of entertainment, offering a private and enjoyable experience for individuals and groups to sing and relax in a comfortable setting As the digital landscape evolves, the karaoke box industry faces new challenges and opportunities in attracting and retaining customers With the increasing reliance on online platforms for information and entertainment, effective e- marketing strategies are essential for businesses in this sector to stay competitive and

expand their reach

This project focuses on developing an e-marketing plan for karaoke box services, utilizing a variety of digital marketing channels to enhance customer engagement and drive business growth Key channels such as Facebook, Instagram, and TikTok offer powerful platforms for promoting services, engaging with customers, and showcasing real-time experiences Additionally, email marketing serves as a valuable tool for building customer relationships, sharing promotions, and encouraging repeat business

By leveraging these platforms alongside other e-marketing techniques like search engine optimization (SEO) and digital advertising, this plan aims to create a comprehensive and targeted approach that boosts brand awareness, drives bookings,

and fosters customer loyalt y in the competitive karaoke box market

1.2 Business Information

1.2.1 Introduction

The karaoke box S&Chill, an abbreviation for "Sing & Chill," embodies the perfect blend of singing karaoke and relaxation

"Sing" embodies our core mission: a lively sanctuary where you can unleash your voice, revel in your favorite songs, and express your unique musical spirit Here, every

melody invites you to embrace the joy of singing, whether you’re a seasoned performer

or a shy enthusiast

"Chill" on the other hand, evokes the relaxed atmosphere we cultivate It’s a space

where you can unwind, share laughter, and create lasting memories with friends and

family It’s not just about singing; it’s about savoring those moments of connection and

joy in a comfortable setting

S&Chill signifies more than just a karaoke venue; it’s a fusion of music and

relaxation, where every visit becomes an opportunity to enjoy entertainment and foster wonderful memories At S&Chill, where ev ery song sung adds to the symphony of shared experiences!

- Slogan: We’re here to raise your vibes

- Brand story:

At S&Chill, we believe that life is a wonderful symphony, where each note carries

its own stories and emotions Born from a passion for music and the desire to create unforgettable moments, S&Chill is not just a karaoke box, but a place that connects

hearts through sound

We understand that in today’s fast-paced life, the time to relax and have fun with loved ones is incredibly precious That’s why we have created a comfortable space

where you can freely express yourself At S&Chill, each karaoke room is uniquely designed, fully equipped with modern sound and lighting, allowing you to immerse yourself in your favorite melodies in a friendly and intimate atmosphere

We do not simply provide karaoke services It is a complete experience, where you

can “Sing” freely and “Chill” in a joyful and relaxed environment Come to S&Chill,

where music and friendship intersect, to cherish beautiful memories, where every

moment deserves to be sung We are not just a venue We are your second home, where voices ring out, laughter erupts, and memories begin Let S&Chill become a part of

your story!

Bex

S & NHI,

Figure 1.1 Logo

The "S&CHILL" logo features a vibrant yellow microphone nestled within a

deep blue box, symbolizing the privacy and independence of karaoke rooms The

stylized font of "S & CHILL" exudes a playful and artistic vibe, perfectly reflecting the

brand’s spirit of entertainment and relaxation

With its youthful and modern design, the logo fosters a sense of closeness to

young, dynamic customers who embrace new experiences The "S & CHILL" brand is not just a place for entertainment; it radiates a spirit of freedom and creativity,

encouraging customers to express themselves through singing and fully enjoy their

moments of relaxation

1.2.3 Vision, Mission, Core Value

- Vision: To become the premier destination for music lovers, where individuals not only have the freedom to showcase their singing talents but also find relaxation and complete connection in a modern space, creating joyful moments

and bonding through melodies We aim to build a top-tier entertainment experience that goes beyond a karaoke ve nue; it is a second home where music

and friendship intertwine, helping everyone relieve stress and find joy in music

- Mission:

+ Create a unique karaoke space that blends entertainment and relaxation,

allowing everyone to express themselves freely and enjoy quality moments together

+ Provide friendly, professional service, ensuring that customers always have memorable experiences, from perfect sound to a comfortable

atmosphere

+ Bring the latest trends in music and entertainment, continually refreshing our offerings to meet the needs of our customers for every celebration, gathering, or special occasion

+ Best Vibes: At S&Chill, we prioritize a positive and uplifting experience

Best Vibes embodies our dedication to ensuring that every visit is filled with fun, laughter, and memorable moments, allowing our guests to

escape the everyday hustle and embrace the joy of togetherness

+ Best Stage: At S&Chill, we provide the perfect platform for every guest

to shine Best Stage represents our dedication to creating exceptional

3

karaoke experiences, complete with top-notch sound systems, vibrant lighting, and personalized touches that allow everyone to feel like a star + Best Connection: We believe that music brings people together Best Connections reflects our mission to foster genuine relationships among friends, family, and fellow music lovers, creating an environment where shared experiences transform into lasting bonds and cherished memories

1.3 Market & Product Segment (Marketing Mix 4Ps)

1.3.1 Product

Karaoke Rooms: Offer a variety of themed karaoke rooms with different

capacities (e.g., small rooms for intimate gatherings, larger rooms for parties)

equipped with high-quality sound systems, microphones, and modern lighting to

create an engaging atmosphere

Song Selection: A diverse library of songs across various genres and languages

to cater to different tastes and preferences, regularly updated to include the latest

hits

Additional Services: Provide options like food and beverages (snacks, drinks,

and even meal packages), private event hosting for birthdays or corporate gatherings, and themed karaoke nights to enhance the experience

1.3.2 Price

S&CHILL applies a flexible pricing policy to meet customer demands

Pricing Strategy: Implement a competitive pricing strategy with flexible pricing

plans, including hourly rates, package deals, and discounts for group bookings

or special occasions

Membership Programs: Introduce loyalty programs or membership options that offer exclusive discounts, early access to events, and complimentary services for frequent customers

Promotions: Seasonal promotions, such as discounts during weekdays or holiday specials, and group discounts for larger parties, encouraging more bookings and attracting new customers

1.3.3

1.3.4

Place

Location: Choose a strategically located venue in a vibrant area with high foot

traffic, easily accessible by public transport, and close to restaurants and nightlife spots to attract potential customers

Online Presence: Develop a strong online presence with a user-friendly website

and active social media channels for promotions, bookings, and customer

engagement Implement an easy online booking system for convenience Partnerships: Collaborate with nearby businesses (e.g., bars, restaurants) to offer joint promotions or referral discounts, enhancing visibility and customer reach

Promotion

Advertising: Utilize targeted online advertising (social media ads, Google Ads)

to reach local audiences Consider offline marketing through posters, and local events to raise awareness

Social Media Marketing: Create engaging content on platforms like Instagram,

testimonials, and fun behind-the-scenes moments to attract and engage the

audience

Public Relations: Engage with local influencers and bloggers to review your karaoke box, and consider partnerships with local events or festivals for cross-

promotion

1.4 Business Model Canvas

THE BUSINESS MODEL CANVAS

* Local Djs and musicians

for live sets and themed

events

Managing customer reservations and room scheduling

Upgrading and maintaining

Skilled staff for customer

service, technical support,

* Premium karaoke

experience with high- quality sound and lighting

* Relaxing, modern, and private space for groups

of friends and family

oA variety of accompanying services:

food, inks, an

entertainment events

Constantly updated with the latest, hottest songs

© A blend of private and

communal areas catering

to different social preferences

Recording options for guests to keep memories

of their performances

and event management event planners and venues

° An online booking s Word-of-mouth and

system customer referral programs

« Personalized service _ attentive staff and

Engagement via social media and email for event updates

Membership, loyaltt

programs offering discounts

and exclusive offers

Feedback systems to

continuously improve customer experience

Partnerships with local

* Adults aged 21-45 who

birth days and

¢ Lease and maintenance of the venue

* Purchase and upkeep of sound and lighting, recording

equipment

* Salaries for staff including hosts, bartenders, and technical

support

Licensing fees for music rights

Marketing and promotional expenses

* Hourly rental fees for private karaoke rooms Sales of beverages and snacks,

* Additional charges for recording sessions and custom playlists

Income from special event hosting and themed nights

* Membership fees for loyalty programs,

Figure 1.2 Business Model Canvas

CHAPTER 2 SITUATION ANALYSIS

2.1 Macro Environment

Social Factors: Karaoke is deeply ingrained in Vietnamese culture, making it a popular form of social entertainment However, evolving social trends influence how

people prefer to engage in karaoke Younger generations may seek unique, thematic

experiences, such as rooms inspired by pop culture or specific music genres

Additionally, an increased focus on health and wellness means that some groups may

prioritize non-alcoholic beverages or healthy snack options in the karaoke setting For

S&Chill, understanding and catering to these social shifts can create a more appealing

environment for diverse customer segments

Organizational Structure: S&Chill’s organizational framework relies on a

highly trained, professional staff responsible for both technical and customer service

operations This structure ensures smooth operation and high service standards,

enabling the brand to provide an excellent customer experience Staff members are specifically trained to manage the brand's technology-driven services, such as the booking app and room controls, which enhances overall efficiency and customer satisfaction

The infrastructure: S&Chill boasts a modern, high-end physical infrastructure

designed to deliver a premium experience The facilities include soundproof private karaoke rooms equipped with advanced audiovisual systems, offering customers a luxurious and exclusive environment The brand places a strong emphasis on

maintaining clean, well-equipped spaces, ensuring that all aspects of the facility reflect its commitment to quality and luxury

Technology: S&Chill can leverage these technologies to streamline the customer experience, offering features such as app-based room reservations, digital song selection, and voice-enhancement options Furthermore, Al-based recommendation systems could suggest songs based on user preferences, enhancing the personalized experience In other words, Technology is at the core of S&Chill’s

operations, integrating a user-friendly app for booking, digital payment systems, and

room control features to streamline customer experiences The brand utilizes smart

technology to personalize services based on customer preferences, further enhanced by

data-driven Al recommendations These technological advancements not only improve

operational efficiency but also offer customers a seamless and personalized entertainment experience

2.2 Micro Environment

Customers: S&Chill’s target customers include groups of friends, families,

tourists, and corporate teams Understanding these segments allows S&Chill to create

tailored experiences For example, themed rooms or group packages could appeal to

tourists and young adults, while private, quieter rooms might cater to family gatherings

or corporate clients Engaging customers through loyalty programs or membership packages could also foster repeat visits and increase customer lifetime value

Competitors: The karaoke market in Vietnam includes both established chains and independent bars, each vying for customer attention There are many huge brands such as: Rainbow Noraebang, OKARA Studio, ICOOL, To stand out, S&Chill needs

a unique value proposition—perhaps offering superior audio quality, diverse room

themes, or exclusive services such as live recordings of sessions Competitor analysis enables S&Chill to continuously innovate and remain competitive in a dynamic market

Suppliers: Reliable suppliers for sound equipment, furniture, and food and

beverages are essential for creating a high-quality karaoke experience Building strong

relationships with suppliers ensures consistent quality and potentially better prices For

instance, collaborating with local food and beverage vendors could add a unique touch

to S&Chill’s offerings and support local businesses

Employees: Employees are crucial for delivering a memorable customer

experience Hiring skilled, friendly staff and providing them with training in customer service can elevate the overall experience S&Chill could also focus on employee

engagement initiatives to maintain high morale, which often translates into better service and satisfied customers

Shareholders: As a brand with growth potential, S&Chill may have investors or

shareholders interested in its success Maintaining transparent communication with

shareholders and demonstrating growth through periodic performance reports builds trust Additionally, aligning the brand’s goals with shareholder interests—such as expanding to new locations or enhancing profitability—will sustain their support

2.3 SWOT

Figure 2.1 SWOT model

2.3.1 Strengths

privacy and different room sizes for various group sizes

2.3.2

2.3.3

High-quality Technical Equipment: professional grade audio systems, HD

screens and updated song database

Smart Technology Integration: user-friendly booking app, digital payment

solutions, room control systems and customer profile management

Professional Staff: well-trained service team, technical support staff, professional f&b service and customer service excellence

Additional Amenities: premium f&b menu, quality microphones and equipment, clean and well-maintained facilities

Weaknesses

Operational Costs: high equipment maintenance, premium location rental, staff

training expenses, technology upgrade costs

Capacity Limitations: fixed number of rooms, peak time constraints, space

optimization challenges, revenue ceiling per location

Premium Pricing Strategy: higher than market average prices, limited market

segment reach, price sensitivity during off-peak, competition from cheaper

alternatives

Technical Dependencies: system breakdown risks, regular software updates

needed, technical staff requirements, backup system costs

Business Model Challenges: high initial investment, complex operation

management, staff retention difficulties, continuous training needs

Opportunities

Market Expansion: growing youth entertainment demand, rising middle-class

population, corporate event potential, special occasion celebrations

Technology Integration: mobile app enhancement, social media integration,

virtual queuing system, customer data analytics

Service Diversification: event packages, membership programs, F&B menu expansion, entertainment packages

entertainment industry tie -ups, social media influencers

Customer Experience Enhancement: loyalty rewards program, personalized

services, special event hosting, seasonal promotions

2.3.4 Threats

Market Competition: traditional karaoke, new entertainment concepts, home

entertainment systems, digital entertainment platforms

Economic Factors: economic downturns and changing spending patterns Consumer Behavior Changes: entertainment preferences and social trends

10

CHAPTER 3 E-MARKETING STRATEGIC PLANNING

3.1 Segmentation

3.1.1 Customer Observation

Ho Chi Minh City, a major economic hub from Vietnam in 2015, surveyed the

karaoke market and collected responses from 287 individuals aged 16 to 49 It revealed

key factors driving karaoke's popularity in the city: growing demand for leisure

activities, and karaoke's cultural value as a social activity

Figure 3.1 Respondent profile The data shows a balanced gender distribution with men at 48% and women at 52%, reflecting karaoke's wide appeal Younger people dominate the market: 17% are aged 16-19, 31% are 20-24, and 24% are 25-29 This indicates karaoke’s strong popularity among younger audiences, highlighting the need to design karaoke

experiences that attract a broad but youthful crowd

Figure 3.2 Places people visiting when hang out / having party The chart highlights hangout preferences among three age groups: 16-22, 23-29 Karaoke is most popular with the 23-29 group, with 50% choosing it Coffee shops are

popular across all groups, especially with those aged 30-49 (56%), reflecting a

preference for relaxed settings For the 16-22 group, bubble tea shops lead at 53%,

suggesting a trendier, informal vibe The 23-29 group enjoys a mix, with 48% preferring

coffee shops and 37% karaoke The survey indicates younger individuals (particularly 23-29) lean toward karaoke and casual venues, while older groups (30-49) prefer quieter

settings like restaurants

Figure 3.3 How people go to karaoke The previous 2 charts show karaoke as a popular social activity, primarily enjoyed with friends, with 91% of respondents attending with peers Regarding frequency, 37% visit karaoke every 2-3 months About 23% go less often, 17% once a month, 10% biweekly, and 7% weekly, with 6% going multiple times a week Overall, karaoke is a social gathering enjoyed mainly with friends, typically at a moderate frequency, though some visit more regularly

Figure 3.4 People spending per karaoke (per person)

Key insights reveal that the 23-29 group is the largest spender in the 100,001 - 150,000 VND range, with 23% in this category, indicating a preference for moderate

11

spending The 30-49 group displays diverse spending, with 19% spending up to 50,000

VND and 16% over 300,001 VND This pattern suggests that karaoke businesses could tailor pricing and marketing strategies to match these spending behaviors

Figure 3.5 How long people stay in karaoke

The chart details typical karaoke session lengths across three age groups: 16-22, 23-29, and 30-49 years Session durations range from "Less than 30 minutes" to "More

than 4 hours." The 30-49 age group primarily stays for 2-3 hours, with 49% choosing

this time frame, indicating it as the preferred duration for middle-aged patrons

In summary, karaoke in Ho Chi Minh City is a vibrant, social activity enjoyed across demographics It’s most commonly attended for friend gatherings, birthdays, and work events Spending habits vary, with people in their 20s tending toward mid-range

expenses, while younger visitors are more budget-conscious

3.1.2 Customer Journey Map

ae

8 & CHILL

Customer compares Explores options, searches : e different karaoke venues, Customer books a room, Customer arrives, Customer receives follow ae ACTIONS online, looks at reviews, s prices, looks st selects a time slot, and may ‘ interacts with reception messages, shares revews,

recommendations

Social media advertisements, online Venue’s website, booking Online booking platform, Reception staff, room setup, Follow-up emails,

TOUCHPOINTS reviews, website visits, platforms, customer service mobile app, phone audio-visual equipment, food satistaction surveys, social

recommendations from live chat or phone! and drink service media Curious and Interested but Eager and optimistic Energetic and excited Satisfied, nostalgic, happy

excited indecisive

Poor online visibility, Complicated website,

negative reviews, limited unclear or insufficient Complex booking system, Waiting times, room Lack of follow-up

PAIN POINTS po confusing navigation, lack of cleanliness, poor equipment missed teedback

information about the information, frustrating secure payment options quality opportunities ¬ venue, booking process

Improve online presence Enhance website usability Streamline booking process, Invest in quality Send thank-you messages, SOLUTIONS through engaging social offer clear information about ensure secure payment equipment, train staff, offer loyalty programs,

- ~ media content, positive services and pricing, simplify provide clear confirmation reduce wait times, encourage reviews and

testimonials, targeted ads booking process messages personalize experience feedback

Figure 3.6 Customer Journey Map

12

the highest engagement in karaoke activities

- The broader target range extends to 16-49 to include your customers and occasional older participants

Lifestyle and] Target customers are urban dwellers in Ho Chi Minh city, likely y access to modern facilities and a variety of social entertain

choices

2 Psychology

Social Orientatior Socially-driven individuals who enjoy engaging with friends

And even introverts can feel comfortable in the private space

karaoke box

Celebrations an/ for special occasions, such as birthdays, class reunions, and ca

Desire for Fur} Younger customers, especially those aged 23-29, tend to c

13

3 Behavior

Position S&Chill as the go-to modern karaoke entertainment destination that

combines stylish, contemporary decor with a comfortable and inviting atmosphere S&Chill offers a premium karaoke experience tailored to meet the needs of friends,

families, and corporate teams seeking a unique place to gather, relax, and enjoy quality time together

3.2.2 Main Message

S&Chill - The ultimate destination for top-tier relaxation and entertainment, where every visit creates joyful and memorable moments

3.2.3 Emotional Positioning

S&Chill provides an escape from daily pressures by offering an enjoyable, stress-

free environment where guests can unwind, feel at ease, and make lasting memories

This welcoming ambiance ensures that every experience is both refreshing and filled with positive energy, fostering meaningful connections among guests

3.4 Differentiation

To differentiate S&Chill in the Karaoke Box market, we’ ll emphasize:

- Ambience and Decor: Create karaoke rooms with diverse, modern styles suited

to various preferences

visuals, and an easy-to-use song selection system

impression on first-time customers

14

Flexible Service Options: Provide a range of service packages to cater to both

small groups and corporate event bookings

Steps for Implementing the E-marketing Strategy:

Social Media: Build a strong presence on social media platforms (Facebook,

Instagram, TikTok) to showcase room decor, customer experiences, and special promotions

Content Marketing: Create engaging content, including short videos, live streams showcasing karaoke rooms, and customer feedback photos

Advertising Campaigns: Use Facebook Ads and Google Ads targeting the

identified target audience to increase visibility among potential customers

Email and SMS Marketing: Send promotions and special offers to subscribed customers

SEO & Website: Optimize S&Chill's website with keywords related to karaoke and local entertainment, enhancing organic search visibility

15

CHAPTER 4 OBJECTIVES - SMART

Table 4.1 SMART model

Specific - Increase bran|- Increase bran|- Increase click - Personalize

Facebook posts customer care and gratitude

- Reach more targ¢ Segments

- Audience growth rate:

20%

- Share and forward rate:

- Conversion rate 10%

- Audience

growth

rate: 30%

- Share and forward rate: 20% 50 - New customer

Achievable People's entertainment needs are increasing in a developing society

completely reasonable that people are gradually increasing their need to satisfy their passion Moreover, people are also increasingly modern, 4 access product information through communication channels such as Fag

Tiktok, Website and Email

Relevant Maintain a sustainable campaign, creating solid trust with consumers En

brand visibility via packaging, storytelling, and media outreach Compl

satisfy all customer needs and wishes

17

CHAPTER 5 IMPLEMENTATION PLAN

5.1 Landing Page design

Figure 5.1 Cover page Figure 5.2.Outstanding features Figure 5.3 Occasion Figure 5.4 Product

Figure 5.5 New song

Figure 5.6 Call to action Figure 5.7 Customer evaluation Figure 5.8 Form Figure 5.9 Footer

No | Keyword Undertaker | Title Deadline | Status day

people, 2024 Trends Loved

by Young People in 2024

2 karaoke box, | Mai Huong | S&Chill 8/11/202 | Doing | 15/11/20

The Ultimate Modern

Friend Groups

3 | karaoke Huyén My |Try new and 15/11/20 | Doing | 17/11/20

karaoke experiences

Reasons to visi S&Chill today

Table 5.2 Outline Blog 1 - Awareness

Table 5.3 Outline Blog 2 - Interest

Table 5.4 Outline blog 3 - Decision

Table 5.5 Outline blog 4 - Conversion 6.3 Social Channel Plan

6.3.1 Facebook

a) Reasons for Choosing Facebook as a Marketing Platform:

third-largest online platform, with 1.79 billion monthly users Besides offering

maximum visibility, advertising on Facebook is more affordable than on Google,

and video views on Facebook are also less costly than on YouTube

19

Public Business Information: A Facebook Fan Page enables brands to publish

essential business details, including company name, address, contact

information, and a concise description of products and services This enhances customers’ trust in the business

Quick and Effective Brand Promotion: Businesses can promote themselves

on Facebook by encouraging current and potential customers to click the "Like" button on their Fan Page This allows customers to receive updates in their news

feed, where friends of these customers may also see the activity, thereby

enhancing brand awareness Customers can post feedback, consult about

services, or share the page on their profiles, reaching a wider audience With

these advantages, Facebook is a critical marketing tool and a priority for S&Chill

b) Goals

Short-term goals (After the campaign ends - December 23):

+ Promote S&Chill to new users and increase brand awareness

+ Reach the maximum audience in the target customer base

+ Achieve 1,000 likes on the Fanpage

+ Attain at least 100 interactions per post

Long-term goals (Next three years): In the long term, S&Chill aims to establish itself as a reliable entertainment brand with high-quality service While focused

on a youthful audience, particularly Gen Z, we aim to extend to all music-loving

individuals S&Chill will develop engaging content tailored to the platform and

maintain a regular posting schedule (around three posts per week) to strengthen

market presence, satisfy customers, and promote discounts and mini-games to attract and retain customers while keeping marketing costs within 30% of profits

c) Post Content

Private, Personalized Experiences: Posts will emphasize each room as a private space where customers can express themselves without interruptions,

describing the karaoke room as a “personal music world” where customers can

create their own musical journey Suggested content includes:

+ “Your Own Music World”: Highlighting the sound quality, lighting, and features that help customers feel like stars

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+ “Sing Your Way — Your Space”: Encouraging customers to select songs that match their style, making the experience uniquely personal

Promotions and Special Events: Posts will frequently highlight promotions

and seasonal discounts Examples include:

+ "Book today — get 20% off for groups of 4 or more!"

+ "Grand opening special — 30% off for the first groups!"

These posts will feature vibrant images of karaoke rooms and groups enjoying themselves, helping customers see the value of the promotion

Engagement through Competitions and Music Challenges: Interactive

music competitions and challenges will Keep customers engaged and motivate them to share their experiences Ideas include:

+ “Rhythm Challenge!”: Fun challenges like “Try singing without missing

a beat!” for customers to test their skills and share online

+ “Duet Contest with Exciting Prizes!”: A monthly singing contest for the

best voices, fostering customer engagement and loyalty

Trend-Inspired Playlists: Trend-driven song lists are always a customer

favorite These posts may be themed around seasons, love, or new hits Examples:

+ "Top 10 Songs for Friend Groups at Karaoke Box!"

+ "Exclusive Valentine Playlist!"

Such posts excite customers, providing ready-made playlists for their karaoke gatherings

d) Content and Style objectives:

Each post is an invitation to experience something unique Customers should feel

that the karaoke box is a fun yet fresh entertainment choice, unlike traditional karaoke

Engaging, interactive, and challenge-focused posts encourage customers to share moments on social media, increasing brand reach Through these posts, customers will see karaoke boxes as a full entertainment experience, providing top-notch service, with thoughtfully designed spaces and exceptional sound and lighting quality

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Figure 5.10 Post 1 on Facebook platform Figure 5.11 Post 2 on Facebook platform

c) Approach

S&Chill's posts to increase user reach

information, website address, email, and social networks Or emails sent to customers highlight buttons to stimulate customers to visit S&Chill’s page

d) Performance metrics

Table 5.6 Performance metrics for Facebook marketing 6.3.2 Tiktok

a) Reasons for Choosing Tiktok as a Marketing Platform:

- Reach a Young, Dynamic Audience: TikTok is highly popular among Gen Z

(ages 15-35), a group known for their purchasing power and trendsetting

behaviors Advertising on TikTok allows S&Chill to target this modern, trend- savvy audience

a wider audience, even without a large following, by showcasing videos to users who don't follow the brand Interactive features like likes, comments, shares, and hashtag challenges increase user engagement and campaign visibility

Ads, TopView, and Branded Hashtag Challenges, allowing brands to select the

most effective type for their goals

b) Goal

Short-Term Goals (After the Campaign Ends - December 23):

the target audience by leveraging TikTok’s viral nature and engaging video

content

- Reach a Broad Audience in the Target Demographic: Use TikTok’s algorithm

to reach a wide range of Gen Z and young adult viewers interested in

entertainment, music, and social activities

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- Achieve 1,000 Followers: Grow a TikTok follower base to establish a

foundational audience that engages with and supports the brand

comments, shares) to build acttve community interest in S&Chill’s offerings

Long-Term Goals (Next Three Years):

leading entertainment brand on TikTok through consistent, high-quality content

and interactions that resonate with Gen Z and broader music-loving audiences

tailored to TikTok trends, music challenges, and interactive formats to increase user interaction and brand visibility

- Maintain a Consistent Posting Schedule (3+ Videos per Week): Establish a

regular posting cadence with creative content, such as mini-games, discounts, and event teasers, to keep the audience engaged and attract new followers

marketing efforts remain cost-effective while delivering substantial reach and engagement

c) Short term plan

Table 5.7 Short term plan for Tiktok d) Long term plan

S&Chill's long-term TikTok strategy focuses on building brand loyalty and expanding its audience by creating engaging, community-driven content The brand will post regular videos featuring karaoke tips, behind-the-scenes footage, and TikTok challenges to foster a loyal follower base Personalized content like customer shoutouts and user-generated highlights will deepen engagement, while collaborations with

influencers will focus on long-term partnerships to enhance credibility

S&Chill will stay trend-relevant by participating in TikTok challenges and seasonal themes, using trending audio and hashtags to boost visibility Premium campaigns, including high-value giveaways and exclusive events, will attract a premium audience and elevate the brand’s prestige Data-driven insights will guide content optimization, with customer feedback collected via polls and comments to refine strategies

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Figure 5.12 Tiktok account Figure 5.13 Video tiktok 6.3.3 Email

a) Reasons for Choosing Email as a Marketing Platform

Direct and Personalized Communication: Email marketing allows S&Chill to connect directly with customers using personalized content By leveraging customer data, tailored promotions and recommendations can boost engagement and conversion rates

High ROI and Cost-Effectiveness: Email marketing offers a high return on investment, making it a cost-effective alternative to traditional media like TV or print ads

Building Strong Customer Relationships: Emails are an excellent tool for nurturing customer loyalty Regular updates, exclusive offers, and engaging

content keep customers informed and connected

Cross-Channel Integration: Email marketing can enhance other channels like

Facebook and TikTok by driving traffic to S&Chill's social media profiles b) Goal

Short-Term Goals (After the Campaign Ends - December 23):

Boost Brand Awareness among Subscribers: Introduce S&Chill to new and existing customers through targeted email campaigns focused on brand identity and service offerings

Expand Email Subscriber List: Increase the number of email subscribers by promoting sign-up incentives on S&Chill’s website and social media platforms, aiming for substantial list growth by the end of the campaign

Achieve 20% Open Rate and 5% Click-Through Rate per Campaign: Ensure effective subject lines, engaging content, and relevant calls to action to maximize

open rates and drive engagement with the brand’s emails

Generate 200 Customer Responses per Campaign: Use targeted promotions,

such as limited-time discounts or event invitations, to encourage customer actions and responses

Long-Term Goals (Next Three Years):

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- Establish S&Chill as a Go-To Brand for Engaging Updates: Use email to build

a loyal customer base by delivering relevant and engaging content, including news on events, new service offerings, and special promotions

based on behavior and preferences (e.g., frequent customers, new sign-ups, event attendees) and tailor content to increase relevancy and open rates

- Send Weekly Emails with Consistent and Value-Driven Content: Maintain a

regular email schedule (one email per week) featuring upcoming events, mini- games, exclusive discounts, and loyalty rewards to keep the audience engaged

- Ensure Email Marketing Costs Stay within 30% of Profits: Manage email marketing costs to maximize return on investment, focusing on impactful and

cost-effective campaigns that contribute to brand growth without exceeding budget limitations

c) Short term plan

Table 5.7 Performance metrics for Email marketing

d) Long term plan

S&Chill’s long-term email marketing strategy focuses on building strong

customer loyalty through personalized communications, celebrating milestones like birthdays and holidays The brand will expand its content to include newsletters with

entertainment tips and trends, positioning S&Chill as a trusted lifestyle source

Automated email workflows will be implemented to cater to customer segments,

boosting engagement and conversions

Seasonal campaigns will target peak periods with exclusive offers, driving bookings and revenue Customer feedback will be collected via surveys to refine services and enhance satisfaction As S&Chill grows, premium promotions, including high-value gifts and exclusive events, will be introduced to attract a discerning customer base This strategy aims to increase sales, strengthen brand loyalty, and elevate

S&Chill’s position in the market

6.3.4 Website

a) Objectives

Short-Term Goals (by December 2023):

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- Brand Awareness: Increase awareness of S&Chill among new customers and drive traffic from Facebook to the website

- Audience Engagement: Achieve 1,000 unique visitors on the website and convert

10% into booking inquiries or #SChillKaraoke challenge sign-ups

interactions per Facebook post

Long-Term Goals (3-Year Vision):

- Market Positioning: Establish S&Chill as a popular, trusted karaoke and

entertainment brand across all age groups, not limited to Gen Z

- Customer Retention: Encourage repeat visits with loyalty programs and fresh

content updated weekly

pieces of new content weekly (blog posts, event updates, and promotions)

b) Website Structure and Content

To support an engaging user experience, the S&Chill website will be structured

with clear, visually appealing sections, each designed to attract and convert visitors The Homepage will include a hero banner displaying images and video clips of S&Chill’s

lively karaoke spaces, with clear call-to-action (CTA) buttons such as “Book Now,”

“Join the Challenge,” and “Follow Us on Facebook.” Social proof, like customer

testimonials and a live Facebook feed, will enhance credibility The About Us page will

tell the story behind S&Chill, share its mission, and build trust with a section on

customer testimonials and team introductions For potential customers exploring options, the Services page will provide detailed descriptions and images of each karaoke room, along with booking CTAs linked to an intuitive booking page The Promotions and Events page will highlight current promotions, including the

#SChillKaraoke challenge and holiday offers, encouraging user engagement with countdowns and promotional codes Additionally, the Booking Page will include an interactive booking system, allowing users to easily select dates and times, receive email confirmations, and access support options Finally, the Blog will publish content

three times a week to engage the audience with tips, event highlights, and karaoke

trends, optimized for search engines to attract organic traffic The following summarizes the website structure:

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c) SEO and Content Strategy

For S&Chill to reach its target audience, a strong SEO and content strategy is

essential Local SEO will be leveraged with keywords like “karaoke in [City Name]” and “karaoke lounge near me” to attract users in proximity to S&Chill locations SEO

optimization will ensure that page titles, meta descriptions, and image tags contribute

to better rankings on search engines Content marketing will be a key component, with blog posts focusing on topics relevant to S&Chill’s audience, such as “Best Karaoke Songs for Group Nights” and “Karaoke Tips for Beginners.” Each post will be crafted

with keywords that help drive organic traffic to the site Additionally, blog posts will

be shared on Facebook to extend reach and drive social media traffic back to the website Collaborations with local influencers and entertainment bloggers will generate

backlinks, strengthening S&Chill’s domain authority and improving search engine

rankings

d) Facebook Integration

To capitalize on Facebook’s broad reach, S&Chill’s website will integrate

seamlessly with Facebook, encouraging social engagement and cross-platform

consistency Installing the Facebook Pixel on the website will allow for effective

tracking of visitor actions and help optimize Facebook ad campaigns for conversions Clear links and CTAs prompting users to follow S&Chill on Facebook will be strategically placed across the website Additionally, embedding a Facebook feed on the homepage will showcase recent posts and user-generated content, giving visitors a live view of the community engagement around S&Chill This integration will not only increase brand visibility on Facebook but also help convert social media traffic into website visitors and bookings

e) Budget Allocation

With S&Chill’s goal of keeping marketing expenses under 30% of profits,

budget allocation will be strategic and focused on channels with high ROI Website hosting and maintenance will account for 10% of the budget to ensure reliability and

smooth performance SEO and content creation will require 25%, supporting blog

writing and search engine optimization Another 20% will go towards social media integration, covering costs associated with retargeting ads and embedding social sharing tools Email marketing efforts, i ncluding automation and targeted campaigns, will take 15% of the budget Design and testing for the website, including A/B testing for CTAs and UX updates, will use 20% of the budget, ensuring an optimal user experience The

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