Week 3: Marketing and Meetings

In my previous post, I ended with a lead into the results to my marketing survey. But after everything I have learned through my experiences this week, I realize that my results will be more effectively explained if I describe my week first. The highlights of my week included a marketing event at Arizona State University and my very first formal business meeting.

Marketing to ASU Students
On Thursday, I had the opportunity to work at Bravo's booth in front of the Memorial Union at ASU. Each week, ASU hosts various vendors to advertise and showcase their products. Bravo attracted users by raffling off tickets to Pot of Gold - a well-known concert amongst ASU students. The raffle worked as such: a download equaled one raffle; a donation to the Pat Tillman Foundation equaled ten raffles; a recruitment of a friend to download equaled ten additional raffles. My role at the booth was to attract students to come to the booth as they walked by. What I learned:

1. College students (well, basically anyone) love the word FREE: As soon as students saw the "Free Pot of Gold Tickets" sign they flocked to the booth. Yet, contrary to what I expected, many interested students were not weary to additional steps of downloading them app and donating because they saw value in the incentive. 
2. I need to explain Bravo's concept quickly and concisely: I forgot that young adults like myself have short attention spans. I must be able to relay Bravo and its mission in a way that is succinct, yet still get the idea across to students.

Bravo Board Meeting
My first business meeting was not what I expected - in a good way! Bravo creates the atmosphere in which the board is easygoing and fun, yet it can still accomplish what it needs to. I enjoyed listening to the discussions that the board had on various topics within the business, whether they were current concerns or future innovations. What I learned:

1. The majority of business meetings are all conversation based: While the meeting began with a presentation, over half was conversation. I've had group projects at school, but I truly felt the significance of teamwork at this meeting. In a start-up, along with any business, multiple perspectives are what create successful ideas. 
2. Bravo is innovating: While I cannot say what was discussed, I know that Bravo is going in a great direction! The plans that the company has in terms of its technological innovations and its target market are going to differentiate itself from competitors and truly reach an wide-spread audience. 

After my experiences and looking at the results of the survey from last week, I realized a few ideas:

1. College students have a greater use for Bravo than high-school students: The majority of high-school students either use their parents' money or use cash, whereas more college students have jobs and utilize credit cards - making them a larger target for an app like Bravo.
2. My survey was catered to the wrong audience: The ad that I gave to the juniors last week was meant for people who have already used Bravo - something I did not realize until I helped at the booth this week. While the juniors understood the purpose of Bravo based on the ad, they didn't have a complete understanding of the purpose of the ad itself. Now I know that advertising Bravo to high-school students and college students differs based on the true need.
3. High-school students will eventually become the target market: As teenagers matriculate into college and become independent, they will become the users who find convenience in Bravo. My role now is to use word of mouth to spread the company's message. 

Week 2: Creativity and Collaboration

Let the creativity begin! After working with my on-site advisor, who is also the CEO of Bravo, I have devised a weekly initiative that will be promoted on Bravo's social responsibility Instagram page. Because the company's long-term goal is to generate a place for millennials and older generations to interact through the well-treatment of dogs, I created the "PawsUp" initiative. Essentially this is similar to a profile of the week, in which one day each week is dedicated to Torito and Gala giving a "PawsUp" to a person, group, or organization.

I'll admit that I am not a savant when it comes to photo editing and professional media advertising. So in order to make this page look professional, I will be collaborating, in the coming weeks, with Bravo's social media coordinator and cartoonist in order to establish pictures that are professional and in coordination with Bravo's main account. I hope to create a specific logo for the "PawsUp" initiative while learning the ins and outs of establishing professional media advertisements!

Along with beginning the social media page, I am also taking on a minor case study to assess the effectiveness of one of Bravo's advertisements. The company recently created a wallet-size advertisement to give to people who have used the app. Through previous focus groups, Bravo determined that young adults (college students) promoted a form of advertisement that represented a sense of rebellion and "breaking free." However, I wanted to test this ad on a younger level - specifically teenagers in high school - and gauge a different perspective.

Yesterday, I was able to survey a group of 31 high school juniors at BASIS Chandler. I gave the students five minutes to answer the following questions:

1. What is the first association or word that comes to your mind when you first see this advertisement and why?
2. Do you associate this advertisement with a positive or negative image and why?
3. What do you think Bravo is?
4. Would you use this service and why?
5. What can be improved about this advertisement?

Through this survey, I plan to compile all the information and draw conclusions from the various responses. My goal is to analyze if there is a difference between the effectiveness of Bravo-specific advertisements towards teenagers and older college students, and furthermore determine general trends in all forms of advertisement.

Please look for my next post to see the results of this survey!

Week 1: Social Responsibility

Wow! I can't believe that in my first week, I am already charged with creating a social media initiative for Bravo!

Social responsibility is a substantial aspect of many businesses and companies, and at Bravo, unifying millennials with older generations through the protection of dogs is the company's main goal. Bravo's two chihuahuas, Torito and Gala, serve as the company's mascots and accompany the co-CEOs to each business meeting destination.

My first task as an intern is to create an Instagram page for Torito and Gala that will showcase the love of animals as well as pay homage to individuals or groups of individuals who exhibit acts of selflessness and everyday kindness. Whether it's teachers or doctors, the Torito and Gala page will honor those who deserve recognition. I hope to establish this Instagram account within the next week, so stay tuned for what is to come! 

Welcome to my blog! My name is Vanessa Setjodiningrat, and for the next ten weeks, I'll be taking you on a journey through my inquiries, insights, and inspirations at Bravo - Tip or Pay. 

Before I begin my weekly posting, here is a brief background of the vision and purpose of Bravo:

What is Bravo?

Bravo is a mobile application available on iOS and Android that facilitates a seamless transaction of money between parties. 

How does it work?

The app works in three simple steps:

1. Download Bravo Tip or Pay and search for designated party
2. Choose a suggested amount to donate or enter a custom amount
3. Confirm donation and the receiving party collects 100% of donation

What is the inspiration?

Bravo's inception began when the company's owners, who were then nearing the end of a tour around Southern Utah, realized they had no cash to tip their tour guide, and the nearest ATM was over a mile away. With the escalating trend of credit cards replacing cash, the owners devised an app to assure that well-deserved gratuities are paid. Now, Bravo is more than just an avenue for tipping; it has become a channel for peer-to-peer payments, charitable donations, and small-merchant endeavors. 

How can I contribute to Bravo?

As a young, aspiring business woman, I will bring a fresh, youthful perspective to Bravo's marketing and social media initiatives. Through company research and case studies, I hope to pinpoint how Bravo can engage the millennial generation in solving an underrated but prevalent problem!

Now that you have learned about my role, I encourage you to download Bravo and begin tipping and paying - the cashless way!