It is evidently clear from the discussion that the contemporary marketplace has seen the phenomenon of social networking and media revolutionize how people communicate with each other. From a business perspective, this has implications for consumer relationship management as the control is increasing with the consumer. For example, Seth Godin highlights that people are more likely to seek peer reviews of services and products in the increasingly networked environment, which has implications for businesses, particularly when dealing with complaints. Therefore, in terms of modernizing the Broadway Café , it needs to adopt a multifaceted interactive customer relationship strategy and use new media to access an increasingly diverse consumer demographic.
One option would be to use video and in particular YouTube, which is the world’ s biggest video streaming site. Currently, YouTube is estimated to have 2 billion views a day with 24 hours of video uploaded every minute. In developing a YouTube strategy specifically geared towards the long wait lines, one approach would be to use humor, which is a great tool to engage with customers. A prime example of a successful business use of YouTube to engage with customers was Blender, who created humorous YouTube videos to promote their product.
Therefore, in applying a successful YouTube strategy for Broadway Café , it is imperative to think outside the box and one way would be to create humorous videos. Additionally, any coupon offers or discount offers should also be mentioned in any videos created to encourage customer visits. The key to a successful YouTube campaign is not just engaging with the customer base but to increase brand awareness and exposure and therefore any YouTube campaign should take advantage of its viral potential.
YouTube enables people to share videos and post to other social networking sites such as StumbleUpon, Facebook, and Twitter. In encouraging users to share videos, this can help videos go viral, which would be great for brand exposure and new customers.
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