Part 2. Tools & Techniques Investigation

Tool/Technique	Benefits	Drawbacks	Comparison:
Email Marketing: Mailchimp	●       User-friendly professional email templates. ●       Free, until 2000 contacts reached. ●       Simple Automation, list segmentation. ●       Analytics/tracks customer journey (acts as lite CRM) Benefits of email marketing to FJGG: ●       Leads nurtured with personalised content directed to the target audience (TA). ●       Increases brand loyalty & word of mouth (InboxArmy, 2017). ●       Abandoned cart emails saves lost bookings.	·        Once 2000 contacts reached, forced to upgrade paid plan. ·        Simple automation flows. See Fig. 1 (below) (Plans | Mailchimp, 2022).	·        Automation features in Activecampaign allow for multiple email automation flows, more complex deal features, tracking and CRM tools. See Fig. 2 (Below) (Getting Started with ActiveCampaign., 2022).
Collaboration: Trello	Benefits for FJGG include: ●       Free workspace collaboration and project management tool. ●       Optional paid upgrade (no essential feature benefit to paid plan).  ●       User-friendly, drag & drop lists & boards, invite users. ●       Track & monitor campaign progress with deadlines. ●       Attach & share files. (Trello, 2022)	●       No direct messaging.	●       Slack paid program, featuring messaging/chat capabilities.   (Slack, 2022)
Analytics: Google Analytics (GA)	●       Free, user-friendly analytic tool. ●       Useful for website UX performance (bounce rates and behaviour flow), audience demographics, campaign performance revenue/conversion rates, acquisition reports (See Fig. 3 below).	●       Some metrics (i.e.: downloads) must be set up outside GA (in Tags Manager). (Google Ads, 2021).	●       Multiple other options, most are paid. ●       Matomo: paid GA alternative in which you own the data collected (Matomo, 2022).
Creation Tool: Adobe Express (previously Adobe Spark)	●       Create visual content, tells FJGG story without words.  Convert with appealing ad content. ●       User-friendly design templates across multiple platforms and/or print. Simple video editing/animation tools. ●       FJGG can capitalise on its image library, turning still images into advertisement opportunities with requiring design skills.	●       Free version (new) is limited. ●       Suggest FJGG use full Adobe suite ($80NZ p/month) utilised across marketing team. (Adobe, 2022).	●       Canva (lite is free, premium is paid) has website design templates not included in Adobe Express. ●       Canva-pro in-expensive. ●       FJGG purchase Adobe Suite and use free Canva if required.  (Canva, 2022).
Delivery: Instagram & Facebook	●       Both platforms utilised in majority by TA. ●       Both platforms include analytic tools. (Neate, 2022) ●       Effective mediums for both platforms: -Videos featuring product: product promotions, tutorials & how-to’s). -Video Stories -Live Videos -Testimonials -Still Images ●       Consistency & post timing is key for algorithms (Cooper, 2021). ●       PPC social ads effective for buyer’s persona and TA (Segura, 2022)	●       Competitive visual space to stand out on Instagram. ●       Stories are only visible for 24 hours ●       Live videos require good Wi-Fi connections (unavailable on Glacier). ●       PPC Social ads expensive. ●       Testimonials are not always positive.  (Segura, 2022)	Tiktok comparison: ●       Platform utilises short video content. Content is mainly humorous, not inspirational in comparison to Instagram. ●       User demographic younger than TA for FJGG (60% = 16 – 24 years). (Neate, 2022)

Figures:

Figure 1 Above. (Plans | Mailchimp, 2022). Plan Upgrade Pricing for Franz Josef Wilderness Tours Mailchimp Account.

Figure 2. (Getting Started with ActiveCampaign., 2022). Pricing Activecampaign.

Figure 3. (Google Ads, 2021). FJWT Google Ads, Acquisition Report.