BMP4004: Dyson Hairdryer Marketing Campaign Portfolio Analysis

This practical skills assessment portfolio analyzes a marketing campaign for Dyson hairdryers, focusing on campaign objectives, measurement of success, and a detailed campaign plan. The report outlines strategies for various social media platforms including Facebook, Instagram, Twitter, and YouTube, along with website integration, emphasizing attention, interest, desire, and action (AIDA) principles. The campaign objectives include increasing product awareness, boosting profits, fostering customer loyalty, enhancing social media engagement, and improving brand image. The measurement of success involves tracking social media engagement and overall campaign reach. The analysis reflects on the effectiveness of different marketing approaches, particularly the use of social media, customer interaction, hashtags, and reviews to enhance brand image and drive sales. The report provides insights into how Dyson can leverage digital marketing tools to effectively target customers and achieve its marketing goals. The document is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
ID:
Contents

Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
The marketing is defined as the activity which helps the business organisation
in order to promote their products and services. The marketing is a wider concept for
the business organization in order to achieve the goals and objectives in an effective
manner with the marketers involved in the various digital activities which helps them
to communicate with the customers. There are several issues which can occur
during the marketing of a company where they tend to increase their sales by
developing the marketing campaign so that the customers are aware of the product
and services. It is very important to understand the aspect of the marketing
campaign which can health organization to achieve better goals. There are several
issues which are related to the marketing which need to be analyzed by the
marketer. This report is based on the company Dyson which is the multinational
technology company founded by James Dyson. Funny was established in 1991 in
England. The company designed the manufacturers household appliances such as
air purifiers, vacuum cleaners, hand dryers, heaters, hairdryers. This report will
include discussion for the hair dryers as a product of Dyson. (Hyde, F. and Mitchell,
S.L. Eds., 2021) This will include the campaign objectives , measurement of success
and campaign plan.
Campaign objectives
It is very important for the business organization to develop the objectives for
developing a campaign in order to achieve the goals in objectives in an effective
manner. In context of the Dyson it is very obvious that the business need to create
the objective in order to move the product which is hairdryer and develop a
marketing campaign. (Desbordes, Aymar, and Hautbois, eds., 2019) They should be the
Smart objectives which need to be developed by the company in order to work
effectively. The sum of the objectives for the marketing campaign for the hairdryer
are discussed below:
 In order to develop the awareness of the product which is hair dryers to the
customers within 3 months.
 To increase the profits of the business organization within the 15 percent.
 To bring loyalty within the customers within 3 months.

 Increase the engagement of the customers over the use of social media by 15
percent.
 To increase the brand image of the company within the nest 2 months.
(Gesualdi, M., 2019)
Measurement of success
It is very important for the organization to measure the success for the
marketing campaign which is been developed. There are various measurement of
the success for the marketing campaign of the hairdryer which can be adopted by
the company which are discussed below:
 to increase the shares, likes and comments within the page of the company
over social media.
 In order to measure of the various aspect over the social media campaign
which is developed by the company to bring the attention of customers.
 To measure the range of the success from the engagement of the customers
over the social media. (Caldwell, E., 2019)
Campaign plan
FACEBOOK
Week 1 Week 2 Week 3 Week 4
In the first
week it is very
important for
the business
managers of
the company
to analyses
that which
product of the
company is
being liked by
the people by
identifying the
likes and
This is the
week where
the managers
need to
identify which
is the social
media
platform
useful for
bringing the
attention of
customers.
The best
suitable
This is the
week where
the business
organization
need to
develop the
product in
such a way
that there
features are
communicate
d well through
the social
media.
This is the
week where
the Dyson
need to
identify
whether the
company is
able to
achieve what
has been
targeted by
the company
through the
marketing

shares over
the social
media of the
product. It is
very important
for the
managers to
analyses that
the type of a
hairdryer
which is being
consumed by
the people
and on which
hit the hair the
customers are
reacting
which will give
a positive or a
negative
aspect to
analyses by
the marketers
in order to
promote then
effective and
efficient way
platform for
the company
in order to
meet the
desirable
requirements
of the
customers.
campaign.
Communication 1: Facebook
Attention- It is very important for the Dyson company to bring the attention of the
customers from its product features and the designing of the product. The Dyson
have included the various colors in its hair dryers in order to bring the attention of
customers from the picture posted on the Facebook. This is the strategy which is
adopted by the company in order to bring attention of customer by the attracted
colors of the products.

Interest- It is very important for the marketers to bring the interest of the people from
its posts. As this need to be taken into consideration by the marketer where the
headline of the post can allow to bring interest of the customers within the product of
Dyson. (Wang, C.L., 2021)
Desire – It is very important for the marketer to understand the desirable need of the
customers which is in context of the company and the product. The company need to
focus on making the Facebook post with the more effective so that the desire of
customers is developed in order to use the product with its unique features.
Action- There are various steps which need to be conducted by the Dyson in order
to be attractive where the company can focus on proceeding the direct link to the
website within the post which is been posted on Facebook. This will help the
company in developing various aspect in order to increase sales of the company
Communication 2: Instagram
Attention- It is very essential for the company Dyson to bring the attention of
customers by making a unique strategy over Instagram with the unique post or
video of hair dryer. The Instagram as a social media can help the company in
bringing the attention of customers.
Interest- It is very important for the company to develop the interest of the
customers in the product by identifying that the post can attract the, but in order to
bring their interest it is essential for the company to have a feature which can help
customers in making interest within the hair dryer. (Dawson, J., Findlay, A. and Sparks,
L., 2020)
Desire- This is related to the concept of bringing the desire of the customer in order
to purchase it. If the once the customer is able to make interest in the product of the
company then it is the responsibility for the company to make use of the Instagram
as making the desire thing for the customer for the hair dryers.
Action- In this step the company need to focus on taking the necessary action by
providing the use of the product in detail and the direct link to the content which is
posted on Instagram which will help in allowing the customer to purchase directly
fr0om the website.

Communication 3: Twitter
Attention- As the Twitter is also one of the most convenient social media which can
help the company Dyson in bringing the attention of the customers where it can
focus on the different colors of the hair dryer which will attract customers and the
new features of the product which is of the less use of electricity. The electronic hair
dryer can help in bringing attention of customers over the Twitter.
Interest- This is the important step for the company where in the Twitter the
company need to make the interest of the customers by the context which it is
creative over the internet. As here are millions of users over Twitter and the best
Tweets can help the organization in developing interest of customers over the
product of the company. (Lee, M., Ahn, J., Shin, M., Kwon, W. and Back, K.J., 2019)
Desire- After the interest of the customer is developed then it is very important for
the organization to bring the desire of the purchase within the customer. This can be
happen because of the developing the strategies of the offers over the internet which
will help in making the customer happy to make use of the hair dryers in their daily
use.
Action- This is the step where the business organization need to develop a action
plan for the development and the growth strategy of the company. It i9s very
important for the marketer to take care of the action which need be taken in the
provided feedback or the issues which is faced by the customers which need to be
dresses by the company in an effective manner. (De Angelis, M., Amatulli, C. and
Bucciarelli, V., 2020)
Communication 4: YouTube
Attention- In order to bring the attention of the customers through the YouTube
channel the company Dyson can focus on the celebrity endorsement which will help
in bringing the attention of customers in a effective way. This will help the Dyson
company to promote its product which is hair dryer by showing its features in order to
bring attention of customers.
Interest- The interest of the customer should be developed by the company through
its post and the video which it is concentrating so that the company can bring the
interest over the product. Once the interest is developed of the people then they can
bring in making the plan successful.

Desire- This is the strategy which is developed by the business organization where
after bringing the interest of the customers the desirableness should be there is the
customer purchase it. This can help the company in making more profit where the
desire to purchase can be developed through the You tube video advertisement by
the company of the product. (DScholz, C. and Rennig, A. eds., 2019)
Action- The company is responsible for taking a action over the strategy where it
can focus on developing a celebrity endorsement.
Communication 5: Website
Attention- It is very important for the Dyson to bring the attention by making the
website attractive so that the customers are focus and can see the product
effectively and efficiently.
Interest- This is the strategy which will focus on bringing the interest of customer
while developing the website and the product more attractive in the colours and the
features of the product.
Desire- After the interest is been able to develop and the actions of the customers
while they are putting the product in the cart.
Action- It is very important for the Dyson to make the necessary steps such as the
pop up messages which will enhance in the making of reminder to make a purchase
for the customers. (Pooja, 2019)
Reflection on Campaign
This is the reflection which will help in understanding the various approaches
which is used by the company in order to attract customers by the use of the digital
marketing tools. The some of the approaches are discussed below:
social media
This is the main strategy for the company where it can help the company to
increases ales and profit. This is the strategy where there are several social media
platforms can be used by the Dyson company in order to bring attention fo
customers.
Customer interaction- For this the company can focus on the Facebook as a
platform which will help in bringing attention of the customers.

Hashtags- This is the campaign which can be developed by the social media and
the use of the Twitter and Instagram can be made so that the company can
incafe4se the brand image. (Adhana, D. and Raghuvanshi, R.R., 2019)
Reviews- This is important for the company can the use of the You Tube as a
platform will help in reviews which enhances the other customers.
Events- For deve4loping the events and offers which will attract customers the
company can focus on the web page of the Dyson.
Conclusion
From the above report it has been concluded that it is very important fro the
Dyson to develop a marketing campaign which will help in bringing the attention of
customers. It is essential that the company focus on the use of the social media
platform so that the company can incinerate its profits.

References
Adhana, D. and Raghuvanshi, R.R., 2019, March. Goods and Service Tax (GST): A Game
Changer for Indian Economy. In Proceedings of National Conference
on'Contemporary Issues in Business Excellence in the Era of
Digitalization'(CIBEED-2019).
Caldwell, E., 2019. Contemporary Issues in the US Healthcare Debate. AuthorHouse.
Dawson, J., Findlay, A. and Sparks, L., 2020. The retailing reader. Routledge.
De Angelis, M., Amatulli, C. and Bucciarelli, V., 2020. Ethical Consumption: The Role of
Emotions in the Purchase of Fair Trade Apparel Products. In Handbook of Research
on Contemporary Consumerism (pp. 1-20). IGI Global.
Desbordes, M., Aymar, P. and Hautbois, C. eds., 2019. The global sport economy:
Contemporary issues. Routledge.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Hyde, F. and Mitchell, S.L. eds., 2021. Charity Marketing: Contemporary Issues, Research
and Practice. Routledge.
Lee, M., Ahn, J., Shin, M., Kwon, W. and Back, K.J., 2019. Integrating technology to service
innovation: Key issues and future research directions in hospitality and tourism.
Journal of Hospitality and Tourism Technology.
Pooja, 2019. Contemporary Legal Issues in the Field of Sports. LexForti Legal J., 1, p.32.
Scholz, C. and Rennig, A. eds., 2019. Generations Z in Europe: Inputs, insights and
implications. Emerald Group Publishing.
Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing.