Week 8A - Getting Visual

“Greek to Me – Treats to Go” definitely benefits from visual social media platforms.

Luxury food items such as pastries must appeal to the senses since they are not a basic necessity purchase. Imagery leads the consumer to determine the taste and aroma of a product. My business targets primarily women, who want to offer premium desserts at an event they are hosting, or they want to bring pastries to an event they’re attending. These women may search to attempt to find recipes and videos online of how to make Greek pastries, but they will lean towards and eventually decide to order them online. Facebook, Instagram, and Pinterest would work best for my business.

Facebook enables my business to not only attract customers with the use of imagery, but to then engage them in conversation, and then build a relationship with them. I’m not only trying to sell an image, but I’m also trying to trigger memories in customer’s minds, such as those of holiday dinners with Greek American families and friends. Facebook analytics would allow me to determine which pictures are better received and more engaging. Facebook offers the largest number of users to benefit from as well.

Consumers act more with feelings rather than practical thinking when making luxury purchases. Instagram appeals more to feelings with its strong image orientation. Instagram would complement the more detailed information found on Facebook with additional images. Instagram can also showcase personal stories which can help evoke a compelling sense of emotion in consumers. Hashtags along with images help direct customers to a business.

Pinterest would put “Greek to Me” in the realm of the Greek American shopper planning a traditional Greek wedding, baptism, or other traditional celebration, as Pinterest is a hub for event brainstorming. Traditional Greek wedding items, such as the “stefana” or wedding crowns, and Greek baptism favors are plentiful throughout Pinterest. Images of pastries on Pinterest could share in the marketing of these complimentary items for these events.