Assumptions

A1: 'Cost effective in comparison to PSO B and C '

The online arts and crafts tutorials are a lot more cost effective than the other two PSOs suggested as Rymans have a huge warehouse that is connected to their main office with a mock shop installed and access to all of their products. This could be the base for the arts and crafts studio which means no additional cost would be incorporated in finding a premises to film the online videos on. However, PSO B would require hiring more staff who are qualified to undertake the role and strategically locating them around the country whilst PSO C would involve outsourcing some of the workload to an events management company.

A2: 'Broad search leading to higher SEO competition'

As can be seen in D12, the 1st page of Google Search for the term 'DIY' is dominated by home improvement stores such as B&Q and Wickes. This is the main justification for not choosing pursue the 'People who search our DIY key phrase on Google' target audience for our chosen PSO as this suggests that people who search 'DIY' on google are looking for home improvement PSOs rather than Arts & Crafts products; meaning that we may be targeting people who have no interest in our PSO resulting in ineffective SEO.

A3: ''Videos' Google Search results dominated by arts & crafts tutorials'

When searching for DIY on Google, the 'Video' search results are dominated by YouTube videos which are centred around arts & crafts. This is a risk for not choosing to pursue the 'People who search our DIY key phrase on Google' as a target audience as this is direct competition to our chosen PSO for Ryman stationary.

A4: 'Target Audience not necessarily interested in PSO', 'Doesn't lead to interaction with PSO', 'Followers not necessarily interested in PSO' &'May confuse consumer reception of Ryman' As Ryman are on of the leading suppliers in the UK for stationary and office supplies the customer base, followers and people who are actively searching for Ryman on Google may not be interested in the PSO as it correlates to only a small selection of Ryman product offering. Ryman are not know for their Arts and Crafts so targeting current Ryman customers/followers may not be the most productive and effective method of exposing the PSO. It also may lead the current followers and customer base to become confused as to what Ryman are as a business due to the sudden change in social media activity and angle; this could result in current followers unfollowing the brand as this may not be content they wish to engage with.

A5: 'Locational is not necessary for online PSO'

As the PSO we are offering is based online and is only a video offering rather than a product or service then locational based segmentation is not paramount due to the availability and access to the PSO globally resulting.

A6: 'Increased Instagram following could lead to increase interaction with the PSO'

Increasing the instagram following brings more exposure to the PSO as it will be readily available to more users as more content is posted on the platform. However, 70% of Instagram posts go unseen therefore there is no guarantee that the content we post will be seen by viewers.