Australia number coffee shops and cafes statistic

Target Audience
The target audience for the campaign is the pet-loving customers who frequent the cafe. The campaign will be associated with providing care, food and shelter for the stray animals and the cafe wants to start this campaign by focusing on a cause as it will attract many pet lovers to the cafe. The target audience has been selected with no preference of age, all age groups and genders frequent gender, like the cafe and the target segment has been selected with specific psychographic segmentation in mind

Objective

many advantage of imc tool which can help them in there campaign. Various tools applicable to the coffee shop are:

●	Media Advertising- This is a payment-based advertisement on various channels like digital and social media, local radio. It is

can be run that will ensure that the cafe will get maximum publicity and more consumers will be attracted. Information associated

with discounts and promotional offers will be associated with being spread across.

Theories associated with the tools --Pull Strategy of communication
In the marketing communication plan and the campaign that has been formulated there is the use of Pull strategy of marketing. social media marketing is the most effective form of pull strategy based marketing activity that is done in the current respect. The strategy that is used in this respect is that there will be the use of interest and curiosity that will be generated in the minds of the consumer and that is the way that they will be attracted to the cafe.

SWOT analysis done of the resources of the business and use the strengths to make the campaign more attractive to the potential

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excellent promotion of the quality of food of the cafe and there can be funds raised.

●	Tactics (T) – The campaign through Facebook event creation is the tactic that will initially be the tactic that is embraced

●	Control(C) - There is need to ensure the success of the plan and that is the reason why it is important that along with the digital campaign

Campaign outline

The cafe has taken up Facebook as its major platform to project many activities. The initial campaign is associated with including a sumptuous food spread in the cafe.

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Time line activity

●	The Facebook post will be continued throughout the year and there will be the need to ensure that there will be effective efforts

taken to add more and more people to the community of the cafe and the number of posts by these members along with the likes

It can be concluded that in the current competitive scenario in the food and beverage industry it is very difficult that only through the quality of food and service it is possible to attract the potential customer. This is the reason why it is important to use these imc tools in order to expand the customer base and it will also help the business in showing there visibility in the market which will be achieved by resorting to digital marketing to attract more customers.

Koskinen, S. (2016). Increasing Social Media Engagement through a Digital Marketing Plan. Case: Plootu

statista.com (2019). Australia - number of coffee shops and cafes 2005-2020 I Statistic. (2019). Retrieved 20 August 2019, from