Marketing plan To promote our business idea, we need an offline and online strategy because we target a huge and diverse audience that does not belong to one specific demographic. Because the younger generations seek to be reached via personalized online ads and older people prefer to have conversations and experiences with the brand, we also decided to create a multi-channel marketing plan. We are active on Instagram, Facebook, and YouTube with our content, but, for us, it is essential to also cooperate with a suitable influencer. This strategy is proven to work especially with Generation Z and Millennials who are usually very hard to reach (O'Neill. 2019). We lay a strong focus on the selection of influencers since their authenticity and credibility strongly depend on their values, interests, and already existing partnerships with other brands. To work with them, we ask them to create a video, story, or post talking about grocery shopping with the help of our tracking app. For payment, we provide them with a free premium membership account and invite ongoing partners to our events. This procedure refers to the first few years when we do not expect to make much profit with this business. Hence, we cannot work with a famous influencer who only accepts partnerships if they get paid with a specific amount of cash; micro-influencers who are gaining more and more publicity today are a safe option for us to still benefit from social media-generated attention. When we make more money to be spent on marketing techniques, we want to provide influencers with a payment of actual cash. Therefore we can aim to work with influencers with a higher reach, which ultimately results in more purchases and usage of our app. We want to work with influencers on Instagram and YouTube because these platforms are the ones proven to work the best with younger people. For the sake of a better understanding, we have created some examples of how these sponsorships could look like. 32
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