New Scooters 4 Less — College Edition

6 min readOct 3, 2020

Knowing what you’ve learned so far in the semester with social media strategy, goals/KPIs, knowing your brand and audience as well as content creation and influencers, describe and evaluate New Scooters 4 Less social media.

Going to school at the University of South Carolina I quickly learned the importance of the scooter. The bus was a hassle, the buildings were too far apart, and finding parking was a nightmare, thus the demand for scooters on our college campus. As students, we ran into the problem that there wasn’t a go-to scooter store that everyone knew and trusted.

One time my friends' scooter broke down, we couldn’t get a hold of a dealer so we put it in the bed of a truck and watched a Youtube video to fix the problem.

SOOOOO yeah…

Gainesville got lucky with New Scooters 4 Less (NS4L) and its desire for UCE (Ultimate Customer Experience). NS4L has developed a unique experience for consumers on its social media pages by mastering the balance between the sales pitch and education and entertainment (https://marketing.sfgate.com/blog/how-to-set-goals-and-kpis).

To understand the growth and success of a brand’s social media efforts it is important to start with the ABCs (Audience, Brand, Campaign) (file:///C:/Chapter-01-Understand-How-Social-Media-is-Utilized-in-Business). Knowing your audience is the center of building an effective social media presence. Build a persona (https://www.falcon.io/insights-hub/topics/social-media-strategy/5-steps) giving it real characteristics and know the segmentation like demographics, psychographics, generation, and lifestyle segmentation (file:///C:/Chapter-04-Audience-Using-Social-Listening-to-Profile-Your-Audience). NS4L hit the nail on the head with its target audience marketing. NS4L understands its market is college students because they are solving a problem that the University of Florida students face. The social media plan gears content that is relevant to the students’ wants and needs (file:///C:/Chapter-06-Campaigns-A-Quick-Step-Guide-to-Channel-Selection).

NS4L understands the target audience and takes it one step further to maximize communication and engagement through each social media platform. College students are forever changing after 4 years; every year has a new trend that college students follow and NS4L follows that trend if its social media goals align with the content of the platform (https://www.socialmediatoday.com/news/9-social-media-goals). Today’s era of college students has concerns about privacy on social media causing them to use dark media platforms like Snapchat, Facebook Messenger, and DMs (file:///C:/Chapter-01-Understand-How-Social-Media-is-Utilized-in-Business). NS4L has been able to tap into this market by making themselves available to answer questions and concerns through Snapchat, connecting the website chat directly with Facebook Messenger, and being available on DMs through Twitter and Instagram. This increases customer service satisfaction and builds trust within the brand to customer relationships moving closer to advocacy in the Customer Decision Journey (file:///C:Chapter-02-Integrated-Customer-Engagement).

NS4L has excelled in the Customer Decision Journey. When a student considers needing a scooter due to multiple transportation problems on campus, they evaluate different brands of scooters to buy (file:///C:Chapter-02-Integrated-Customer-Engagement). NS4L has developed its brand to be cool, hip, and easily accessible by a college student. Students ultimately buy from New Scooters 4 Less because of its prices, store appeal, the authenticity of influencers, and engagement on social media. NS4L is big on User Generated Content, which just so happens to fall into the influencer category as well. Many influencers for the brand have been real customers as either current students or past students at the University (https://www.searchenginejournal.com/2020-social-media-trends/342851/). This ultimately makes the brand more appealing for students evaluating different companies. NS4L doesn’t stop there! The company continues to build relationships with customers by providing how-to videos on Youtube, Facebook, and Instagram, in addition to being available on any platform for questions and concerns(https://www.searchenginejournal.com/2020-social-media-trends/342851/). This leads to the most important stages of the Customer Decision Journey: Customers get to enjoy the product and amenities which builds a trusting relationship between the customer and the brand resulting in satisfaction of the Ultimate Customer Experience and developing a relationship that leads to advocacy and brand loyalty (file:///C:Chapter-02-Integrated-Customer-Engagement).

New Scooter 4 Less covers all parts of the funnel when describing goals and KPIs (https://marketing.sfgate.com/blog/how-to-set-goals-and-kpis). Researching its social media, it is found that the goals are measured through the following KPIs.

Goal — Increase Website Traffic
Every social media account of NS4L has a link back to the company website. This gives the ability to track website visitors and track the source from which the visitor originated thereby giving clear statistics on the most utilized platform from their target audience (https://marketing.sfgate.com/blog/how-to-set-goals-and-kpis).
Goal — Increase Brand Awareness
All content posted on the platforms is relatable and fun yet educational about the product. Again, NS4L is showcasing its brand as cool and fun, the perfect fit for a college student. The website includes links to each social media site to check out what happens around the store and pulls the potential customer in. NS4L measures profile visits compared to its current follow rate to confirm the success of actively building the brand, as well as using share of voice to measure how the company stacks up against the competition. NS4L uses social media as a competitive advantage because other companies lack it in their relevant content and communication methods (https://marketing.sfgate.com/blog/how-to-set-goals-and-kpis & https://www.socialmediaexaminer.com/4-social-media-goals/).
Goal — Conversion
New Scooters 4 Less does an excellent job of the 80/20 rule to increase revenue. Demonstrated by 80% of their content being educational or entertaining, NS4L gets creative, using funny Instagram posts, memes, or behind the scene videos. The other 20% represents ads and sales pitches to entice the audience to buy a product. Committing to the company’s organic growth and relationships tells your audience the NS4L story which in turn gets you the sale because they already like and trust the brand (https://marketing.sfgate.com/blog/how-to-set-goals-and-kpis & https://www.socialmediaexaminer.com/4-social-media-goals/)

Social media is in high demand and is constantly changing, always in the now (https://www.searchenginejournal.com/2020-social-media-trends/342851/). New Scooters 4 Less does an awesome job at keeping track of trends and producing content that will attract the target audience. NS4L understands the importance of connecting and building relationships with their audience, leading to positive user-generated content, more platform engagement, advocacy, and increased revenue and retention (file:///C:/Chapter-04-Audience-Using-Social-Listening-to-Profile-Your-Audience). Collin and his team have demonstrated a model where they can be themselves and have fun. NS4L has broadcast themselves humanizing the brand and shedding light on the authenticity (https://www.searchenginejournal.com/2020-social-media-trends/342851/) behind their Fun. Wild. Crazy. culture. They have created a fun, responsible atmosphere where a student is stoked by the cool features and a parent is eased by the ability to take care of their student from anywhere.