Marketing Report Aaron Lane – Cody Nikoofekr – Kevin Diyommo
Introduction • • Situation Analysis • Strategy Target Segment • Goals & Objectives • • Actions • Results Discoveries •
Small chain of Vietnamese restaurants • Focus on a clean, healthy, and enjoyable dining experience. • • Fresh ingredients from family farms No MSG/grass fed and free-range meats • • 2 Locations – Long Beach – Hermosa Beach • Opened in 2009 Growth hampered by lack of marketing •
• Owner: Tsuji Sato • GM: George Glikman • Staff • Customers • General Public • Marketing Team: Aaron Lane, Cody Nikoofekr, Cody Diyommo
• Modern, clean, trendy vibe • High local foot traffic • “Hipster” crowd frequent diners • Tight knit employee team
• Basic Demographics • Age: 18-65+ • Sex: Male and Female • Income: $5,000-$100,000 Base Customer Market Size Long Beach Signal Hill Hermosa Beach Redondo Beach Manhattan Beach Lawndale Total Population 461,522 11,465 19,548 66,831 35,146 31,711 Age (18-65+) 392,294 9,172 15,638 53,465 28,117 25,369 Education (GE+) 372,679 8,255 14,074 48,119 25,305 22,832 Income (5k-100k) 354,045 7,842 13,370 45,713 24,040 21,690 Marital Status (All) 354,045 7,842 13,370 45,713 24,040 21,690 Market Size = 361887 Market Size = 104813 Total Market Size = 466700
• Used weighted matrix to rank threatening competition Most threatening competitors are Cyclo Noodles and Pho Hong Phat •
Strengths Weaknesses • • Facebook page already exists Stagnate social network presence • • Facebook page already has 800 likes Only one social network • • Website already exists No interactive consumer touch points • • Flawed website Positive Yelp/Facebook ratings • High natural search ranking Opportunities Threats • • Free digital marketing plan Negative Yelp review • • Can leverage this to create awareness, Negative Facebook reviews • loyalty, and increased revenues Negative threaded discussions • • New website Lapse in social media efforts • • New Instagram Overly intense social presence • Updated Facebook • Added interconnectivity
Create a target segment • • Create strategic goals and objectives • Renew/create/measure digital platforms – Facebook, Instagram, Website • Devise methods to track and measure progress • Record and learn from results • Apply findings to future marketing efforts Create non-digital materials to support digital efforts • • Create activity timeline
Timeline Milestones Date Description 10/17/2013 Non-Digital: Create & Implement Leaflets 10/20/2013 Create and Implement Website 11/15/2013 Facebook: Obtain 1000+ Page Likes 11/15/2013 Instagram: Obtain 250+ Followers 11/15/2013 Financial: Increase Total Monthly Revenues 12/31/2013 Facebook: Obtain 1500 Page likes 12/31/2013 Facebook: Complete 5 Interactive Facebook Contests 12/31/2013 Facebook: Complete 5 Sweepstakes 12/31/2013 Instagram: Obtain 500+ Followers 12/31/2013 Instagram: Complete 5 Interactive Contests 12/31/2013 Instagram: Complete 5 Sweepstakes 12/31/2013 Patio: Host 2 Parties On The Back Patio 12/31/2013 Continuation: Create a Documented Continuation Timeline
• Title: Social Viber Social Viber Market Size • Demographics Long Beach Signal Hill Hermosa Beach Redondo Beach Manhattan Beach Lawndale Total Population 461,522 11,465 19,548 66,831 35,146 31,711 Age (24-35) 249,222 2,522 8,797 23,391 9,841 6,976 – Age: 24-35 Education (Some+) 149,533 1,765 6,598 16,374 8,857 4,883 Income (30k-40k) 67,290 1,059 3,959 11,462 7,086 3,418 – Sex: Male and Female Marital Status (Single) 53,832 847 3,167 6,877 4,960 2,393 Market Size = 54679 Market Size = 17397 – Language: English Total Market Size = 72076 Education: Some College/Graduate – Employment Status: Employed – – Income: $30,000-$40,000 – Marital Status: Single – Home Ownership: Renters Smartphone Ownership: Yes, very active – Culture: American – – Ethnicity: Caucasian, Asian, Hispanic, African American
Psychographics: • Drawn to modern/clean/trendy vibe – – Hard working – Use eating out as a social experience and a separation from daily life Prefer eating out with friends – Prefer quality over quantity – Feed off of their friend’s energy Very active on mobile devices – Will pay a premium to enjoy the experience – – Health conscience but not health nuts – Will most likely drink water unless friends are having alcohol – Requires the ability to quickly locate and digest restaurant specific information Find out where to eat based on their friends’ suggestions –
• Create a digital friendly brand environment • Increase brand awareness • Increase brand loyalty • Increase brand favorability • Increase revenues • Position Number Nine in the consumer's evoked set
Non-Digital Facebook • • Obtain 1000+ likes Implement 25+ social media leaflets for in- • store use Complete 5 interactive contests • • Complete 5 sweepstakes Increase revenue by 10% • Utilize back patio • Create a platform for continued marketing efforts Instagram Website • • Obtain 250+ followers Implement easily accessible website that • Complete 5 interactive contests works on smart phones • • Complete 5 sweepstakes Create a text based menu (no DLing) • Make sought after info easily attainable • Integrate Facebook and Instagram • Obtain 1000+ unique visits • Bounce rate below 40% • Average time on site > 1 minute
• Digital – Facebook – Instagram – Website • Non-Digital – Social Card *Goal to maintain similar voice/image across all platforms
• Primary digital platform • Revised the old Facebook page – Updated cover photo, profile picture, and offered steady posts Revised to appeal to target segment (message heirachy) – 1) Atmosphere, environment, and vibe. 2) Quality 3) Sociality 4) Escape from routine 5) Hard work 6) Health • Used to facilitate regular customer engagement and to create brand awareness and relevance
• Utilized a very personal feel – Human voice that responded to users comments/posts • Implemented a “Weekly Giveaway” sweepstakes – 1 entrée to 3 people – Comment to enter; likes/shares increased chances to win • Very helpful in creating brand awareness with non-customers – Winners became more loyal advocates and brought non- customers in
• Created a brand new Instagram • Used to capitalize on “food photographer” and their utilization of the “tag cloud” – InstaMenu #numberninemenu • Used to promote Facebook giveaway sweepstakes • Helped to promote brand awareness and relevance • Utilized irregularly
Completely redesigned the old website • – Utilized Wix (HTML 5, NO FLASH!) – Formatted for mobile – Made important information easily locatable – Created a text based menu – Implemented Instagram as our gallery Integrated with all digital platforms • Used to convert seekers to customers and to complete a • “social loop”
• Created and implemented a non-digital, in- store “social card” • Printed and laminated 35 cards • Used to support digital platforms by creating awareness and encouraging participation • Provided digital platform links and #hashtags • Cards were dropped with menus
Facebook • Metrics – – Results Instagram • Metrics – – Results Website • Metrics – – Results Non-Digital • Metrics – – Results
Metrics • – Utilized Facebook “Insights” – Paid special attention to: • Total Likes: # total likes • Daily Likes: Average daily likes • Fan Reach: # people seen page content • Organic Reach: # people visited or seen page in newsfeed or ticker • Viral Reach: # people seen through friends (comments, shares, etc) • Engagement: # people click or engage w/story • People Talking About Page: # people talking about page • Negative Feedback: # people giving negative feedback (report/hide)
Metric Result Objective Previous % Change Total Likes 868 1000 800 +8% Daily Likes 2 2.86 0.75 +107% Fan Reach 1163 N/A 560 +108% Organic Reach 165 N/A 6 +2811% Viral Reach 1005 N/A 556 +81% Engagement 51 N/A 24 +47% People Talking 19 N/A 3 +567% Negative Feedback 0.32 N/A 0.12 +172%
Objectives Result Objective Met? 1000+ Likes 868 No Complete 5 Contests 0 No Complete 5 Sweepstakes 5 Yes
• Metrics – Utilized Statigram – Paid special attention to: • Followers: # followers • Love Rate: % of followers liking photos • Talk Rate: % followers commenting on photos • Weekly Growth: # followers gained per week
Objectives Result Objective Objective Met? Obtain 250+ 41 250+ No followers Complete 5 0 5 No contests Complete 5 0 5 No sweepstakes
• Metrics – Utilized Google Analytics – Paid special attention to: • Unique Visits: # new visitors • Bounce Rate: % of users who navigate away after viewing one page • Average Time on Site: Average time spent on website
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