Rhapsody Rooms: Analysis & Recommendations for Marketing Comm.

This report provides an analysis of Rhapsody Rooms' applied marketing communication strategies, focusing on the effectiveness of their SEO/SEM efforts and traditional media usage. The report highlights how Rhapsody Rooms leverages SEO to attract genuine traffic, increase leads, and build credibility, while also discussing the role of traditional media like radio, print, and in-store experiences. It evaluates the strengths and weaknesses of each approach, considering the company's objectives and target market. The analysis includes examples of successful campaigns and identifies areas for improvement in Rhapsody Rooms' overall marketing communication strategy, offering recommendations for superior usage to achieve their organizational objectives.

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APPLIED MARKETING COMMUNICATION
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Applied marketing communication
Rhapsody rooms are one of the great home renovation and interior stylist. The
business is owned and run by a family. The company which started with a simple makeover
has grown to become one of the best of its kind. Rhapsody room has been providing their
services for the last 15 years. They are well known for their quality services in home
renovation and interior design as well as laundry and bathroom renovation. By a family run
business, Rhapsody rooms are well known for the manner in which they manage and take
control of the whole project form the moment they are contacted to offer their services.
Rhapsody rooms’ 15 years’ experience enables them to offer the best services than their
competitors.
Target segment
The target segment for Rhapsody rooms is a new hotel, offices, and hospitals.
However, the company also targets individual’s homesteads under construction. The
company has also been known to help all their target groups in doing renovations in their
facilities.
Marketing Objectives of Rhapsody rooms
• To assist their customers with one of the best trained interior decorators to help
customers make a perfect choice.
• To deal with the manufacturer directly on behalf of the customer and thus help the
customer save.
• To offer their customers with a wide range of home decorating window
furnishings such as honeycomb shades, fabric blinds, timber blinds, and aluminum blinds.

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• To supply and install a wide variety of blinds and shutters for domestic and
commercial throughout south eastern suburbs Melbourne’s eastern.
SEO/SEM and Traditional media
The effectiveness of Rhapsody rooms current marketing plan by SEO
Rhapsody rooms marketing strategy are meant to improve the sales of the business
and create customer confident on the products and services provided by the business.
Rhapsody rooms marketing strategy are centred towards SEO because of its effectiveness:
There are always high chances that customers are searching for Rhapsody room’s
products and services on search engines: Statistics have proved that every day, over 2
million people use the internet (Moran & Hunt, 2006). 93% of all activities done online start
from the search engines. Given that there are over 40,000 searches per second, there is a high
probability that Rhapsody rooms will always be found by online users on the search engines
every day and thus.
SEO pulls-in genuine and quality traffic: for Rhapsody rooms, traffic obtained from
search engines is the best for the business as the traffic consist of people who are searching
for the problems that are solved by Rhapsody rooms (Enge, et al., 2009). For this reason, the
business saves on the amount of money that would otherwise be used in an advertisement to
convince people to buy Rhapsody rooms good and services (Enge, 2012, p. 58).
Traffic from SEO always has high chances of converting: for Rhapsody rooms,
Search traffic has always shown the best conversion rates than any other form of
advertisement for the business (Moran & Hunt, 2006).
Increased leads and sales in Rhapsody rooms: Considering the high quality and
viable products and services offered at Rhapsody rooms, use of SEO have shown increased

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sales and leads. According to the management, the SEO is said to generate approximately
$103,510.98 per month.
Decreased cost per acquisition: One of the outstanding benefits of using SEO in
marketing is the fact that it is free (Enge, et al., 2009). The only cost incurred by Rhapsody
rooms is the cost of hiring the services of the best SEO Company to help in growing the
business ranking. If any of the owners of Rhapsody rooms had experience in Google
algorithms and website coding, then the business could not incur any marketing cost.
Increased credibility and trust in the company: Most online users trust Google as
they use it daily to get information (Enge, 2015, p. 76). By Rhapsody rooms being ranked
high on the search engines, the business has built credibility and trust with the audience.
More informed customers: customers use search engines to find information about
Rhapsody rooms, their products, and services offered by the company. Customers use this
information to make informed information, and this helps them to weigh their options. By use
of SEO, Rhapsody rooms provide a platform where potential customers are educated. This
creates customers trust and helps them to make an informed decision.
SEO is measurable: By the use of SEO, Rhapsody rooms can measure the source of
conversions and the conversions. The business is also able to measure the progression the
website organic traffic and website rankings. The company is also able to measure the
keywords that are the most valuable to the business (Enge, et al., 2009).
Use of SEO has helped help Rhapsody rooms to break into new markets: the use of
SEO has helped the business to get into new markets. By optimizing the website of the
company, the firm was able to expand the business website to target other keywords. The
keywords chosen were new products and services that the business was planning to offer.

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Search engines can always be counted on to drive qualified traffic new business offerings,
helping the firm enter new markets (Enge, 2015, p. 109).
SEO is the best Rhapsody rooms PR strategy: In Rhapsody rooms, SEO is being
used as the new “PR” strategy. It makes PR in Rhapsody rooms make sense. For a business to
rank high in search engines, the business needs to have quality backlinks (Ramos, 2012, p.
17). These are links from external websites that link to the business website. The more a
company have backlinks, the more relevant the business website is. The more relevant the
business website is, the higher the business is ranked, and more the business acquires
publicity (Ramos, 2012, p. 17).
Traditional media
Rhapsody rooms are known for its use in traditional media such as Radio, yellow
pages print, TV, and outdoor ads (Czarnecka, et al., 2015, p. 57).
Radio: Rhapsody rooms use some radio stations all over the country to market its
product. In putting up the adverts, the business has to consider the popularity of the radio
station to ensure that the advert reaches a significant number of potential customers (Wolfe,
1998, p. 13). Rhapsody rooms are aware that most of its potential clients are busy people, but
there is always a chance that people listen to the radio while going on with their activities or
while driving (Wolfe, 1998, p. 10). The first radio advert that was done six years ago enabled
the business to increase its sales by $1.3b
In-store experience: some of the product, offered by Rhapsody rooms is sometimes
expensive, and in most cases, it requires customers to see and feel how the end product will
look like and thus value whether it is worth spending for (Odden, 2012, p. 39). Rhapsody
rooms have therefore special Rhapsody rooms for potential customers to come in, see and

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have a feel of what they are being offered. The role of Rhapsody rooms’ In-store experience
is to show features and functionality of Rhapsody rooms’ products to customers.
Print media: Rhapsody rooms use some print media to market its products and
services. The business employs some popular local newspapers. Before the business pays for
an advert, they first conduct a study on the most popular newspapers to ensure that the
adverts get to the right targets (Wimmer & Dominick, 2014). The business also owns a
magazine. The Magazine is printed and given out to potential customers for free. The
Magazine contains pictures and information of products and services offered by the business,
feedback from satisfied customers and complains if any from any customers previously
served and how the problem was solved (Pichler, 2002, p. 139).

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References
Czarnecka, B., Dahl, S., Eagle, L. & Lloyd, J., 2015. Marketing communications. 1
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Sebastopol, CA : O'Reilly Media, .
Enge, E., Spencer, S. & Fishkin, R., 2009. The art of SEO. 1 ed. Beijing : O' Reilly .
Moran, M. & Hunt, B., 2006. Search engine marketing, Inc. : driving search.. 2 ed.
Upper Saddle River, NJ: IBM Press,.
Odden, L., 2012. Optimize : how to attract and engage more customers.. 1 ed.
Hoboken, N.J.: Wiley,.
Pichler, W., 2002. The Language of Pictures in Print Media Advertising. 1 ed. N/A:
Diplom De,.
Ramos, A., 2012. Search engine marketing. 2 ed. Hoboken, New Jersey: Wiley,.
Wimmer, R. D. & Dominick, J. R., 2014. Mass media research : an introduction. 3
ed. Australia: Cengage- Wadsworth,.
Wolfe, C. H., 1998. Modern radio advertising.. 1 ed. New York, : Funk & Wagnalls
Co. in association with Printers' Ink Pub. Co. .