Fin and Feather H2o is a local business in Iowa City, IA that provides water recreation rental services. After hearing about this company my love for marketing took over. So I decided to do a little investigating to see how well they are doing. During my investigation I used a Diagnostic Framework for Digital Marketing which I learned about in a post by Avinash Kaushik . It was a great post and will be the basis for my analysis of Fin and Feather H2o digital marketing strategy. In analyzing their digital marketing I will be discussing their rent and own existence ( I will cover what this means) and their mobile strategy presence.
To Rent? Or to Own?
When a company “rents” it means they are using a platform controlled by someone else, such as Google+ or Facebook to engage with consumers. Renting is a good tactic because you are able to connect with consumers that freely “like” or sign up to see what your company has to say. However, it is not ideal. Since you are publishing information on platforms that you do not own, you are not able to determine who sees what you’re posting. It’s up to the platform owner. While not ideal, renting still has some positives.
Owning on the other hand is when you are engaging with consumers on a platform you own, such as your company’s website. It’s a place where you send all the consumers you market to with your other marketing channels. Owning is crucial because it is effective. When you own you are able to have complete control of what you want your consumers to see. In short, owning is more effective than renting.
Fin and Feather H2o Digital Marketing Analysis
Now that you have a brief understanding between the difference of renting and owing, I will begin my analysis of Fin and Feather H2o digital marketing. I did a quick Google search, and the results I got were not very impressive. The top five results were: their Facebook page, Fin and Feather Facebook page (different than F&F H2o), Fin and Feather.com, F&F H2o’s Foursquare, and F&F H2o’s bizapedia page (whatever that is). So let’s break this down.
Do they Rent? Yes. They have a Facebook page were they post about various things.
- Are they Shouting or Adding Value? After some investigation on Fin and Feather H2o’s Facebook page, it appears they are just shouting. Most of, if not all of their posts are basically “Buy Me!” type of posts. They are also constant. I’m sure they have had a lot of people unlike their page due to their excessive shouting.
Do they Own? No, they do not have a website in place just for Fin and Feather H2o where they can completely control what their consumers see. The first thing Fin and Feather H2o should do is create their own website. It would also be helpful once it’s created to have Fin and Feather’s website coexist with it, and have links for each of the sites on the others. Fin and Feather could also use their site to promote Fin and Feather H2o and send potential customers to Fin and Feather H2o’s site.
- Local Maximum, 2% of Global Maximum, 100%? Since they do not own, they neither have a Local or Global Maximum. However, I will briefly explain what these two terms mean. In short, a Local Maximum is when a business uses digital marketing to solve just one outcome. Global Maximum is when a company tries to solve a cluster of macro and micro outcomes.
Having a mobile strategy as a part of your digital marketing is essential. Everyone and their dog owns a smart phone these days. So not having a mobile strategy is a crucial mistake. Not having a mobile strategy means you are losing out on countless number of marketing opportunities. To no surprise, since Fin and Feather H2o does not have a website of their own, they don’t have a mobile site either. However, Fin and Feather H2o does have a small mobile strategy. Like I mentioned before they have a Facebook page which users are obviously able to view on their mobile devices. Also I found in my research that Fin and Feather H2o also has a Twitter account. But much like their Facebook page, they are just shouting and not adding value. My suggestion to them would be make a site that compliments their regular website after they make it. Also, if costs permit it, I would suggest them to make a mobile app. The mobile app could be an interactive app where users could get deals, see upcoming events, and also make bookings. Lastly, they need to add value to their Facebook and Twitter pages so they’re adding value and not just shouting at their consumers. Fin and Feather H2o has a lot to improve on for their mobile strategy, but that also means they have a great opportunity to improve their digital marketing.
After my analysis of Fin and Feather H2o’s digital marketing I have come up with three suggestions for them. First, create their own website different from the Fin and Feather site so they can begin to own. Second, they need to stop shouting on Facebook. Fin and Feather H2o needs to carefully evaluate their future posts to ensure they are adding value and not just shouting. Lastly, Fin and Feather H2o needs to implement a mobile strategy. First start with making a mobile website, and second create a mobile app if costs permit it. That completes my analysis of Fin and Feather H2o’s digital marketing, I hope you found my analysis beneficial and informational.
Till next time,