As the slides point out there is a massive difference between the Boomer generation and generation X & Y. To accommodate the newer generations LEYE will need to develop a technological presence, in the form of social media and online access.
The fist goal is to establish a website. This site at minimum offers the customer basic information, locations, hours of operations etc. For advanced attributes, like loyalty information should also be made available in support capacity.
The social media roll out would follow the website. LEYE should look to Facebook and Twitter, and partner with OpenTable. The venue that is being utilized should be considered when sending out coupons, deals etc. Facebook ads should be limited to only those that LEYE ...view middle of the document...
In both cases LEYE should assemble a social media assessment and review team. This team is charged with reviewing any post or tweets regarding LEYE, and take corrective actions if need be.
Brand Management, in short is what the company wants us, the consumer, to feel about the brand. It is imperative that a company manages it’s brand. The name alone can increase sales, and garner attention. One company that stands out in this area is Apple Inc.
Apple strives to be not the first to a market but the highest quality option of the market, via the user experience. The folks in Cupertino have been very diligent about this. They are so bent on this philosophy that they will not put a technology into their product unless it is as flawless as can be and enhances the user experience. This is why Apple did not put larger screens in their iPhones (until recently). They hadn’t figured out how to make a screen work in one hand, albeit the reachability feature in iOS8 does need some work.
Apple’s diligence to the experience has given consumers the saying that “It just works” as applied to Apple. This label of quality to brand draws lines outside retail stores weeks before a new product goes on sale, and created the Fanboy (a loyal customer in the extreme). Apple is very admit about protecting its brand. This why if you watch a TV show you may notice the main character quickly using his laptop, a (MacBook) and a sticker will be placed over the iconic Apple logo. This is because the show didn’t want to go through the strict process of getting Apple’s permission to use the logo. Many auto manufactures do this as well.
Love it or hate it, Apple has poised it self as one of the most valuable and recognized brands in the world. This is in no doubt due to Apple’s brand management.