Marketing Report Aaron Lane Cody Nikoofekr Kevin Diyommo - - PowerPoint PPT Presentation

Aaron Lane – Cody Nikoofekr – Kevin Diyommo

Marketing Report

• 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

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

Base Customer Market Size

• Basic Demographics
• Age: 18-65+
• Sex: Male and Female
• Income: $5,000-$100,000

• Used weighted matrix to rank threatening competition
• Most threatening competitors are Cyclo Noodles and Pho Hong Phat

Strengths

• Facebook page already exists
• Facebook page already has 800 likes
• Website already exists
• Positive Yelp/Facebook ratings
• High natural search ranking

Weaknesses

• Stagnate social network presence
• Only one social network
• No interactive consumer touch points
• Flawed website

Opportunities

• Free digital marketing plan
• Can leverage this to create awareness,

loyalty, and increased revenues

• New website
• New Instagram
• Updated Facebook
• Added interconnectivity

Threats

• Negative Yelp review
• Negative Facebook reviews
• Negative threaded discussions
• Lapse in social media efforts
• Overly intense social presence

• 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

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 Timeline Milestones

• Title: Social Viber
• Demographics

– Age: 24-35 – Sex: Male and Female – Language: English – 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

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 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 Marital Status (Single) 53,832 847 3,167 6,877 4,960 2,393

Social Viber Market Size

Market Size = 54679 Market Size = 17397 Total Market Size = 72076

• 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

• Implement 25+ social media leaflets for in-

store use

• Increase revenue by 10%
• Utilize back patio
• Create a platform for continued marketing

efforts Facebook

• Obtain 1000+ likes
• Complete 5 interactive contests
• Complete 5 sweepstakes

Instagram

• Obtain 250+ followers
• Complete 5 interactive contests
• Complete 5 sweepstakes

Website

• Implement easily accessible website that

works on smart phones

• 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 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+ followers 41 250+ No Complete 5 contests 5 No Complete 5 sweepstakes 5 No

• 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

Objectives Result Objective Met? Unique Visits 1,301 Yes Bounce Rate 30.45% Yes Average Time on Site 00:01:35 Yes

Objectives Result Objective Met? Implement 25+ “Social Cards” 35 Yes Increase Revenue by 10% ? ? Assume Yes Created 2 Jobs Utilize Back Patio Weekend Brunch Yes Create Platform for Continued Marketing WIP/Hire Yes

• Confirmed our target age
• Primarily female by 5% average
• Using photos creates a HUGE spike in engagement
• Sweepstakes generate fantastic engagement and reach
• Most referrals came from Google and the website
• Easiest way to transmit information
• Facebook legality impacted sweepstakes

• Hard to do outside of restaurant

– Need candid photos different from Facebook – Enough photos – Easier for employee to handle Instagram

• Can be used to support other platforms
• Great for reaching “Food Photographers”

• Slowest days are Monday’s

– Correlated with sales

• Found most customers use iOS

– Mobile  desktop  tablet

• Most search for food around 5:00pm
• Add more content to decrease bounce rate and

increase page times

• HAVE CONTACT WITH THE DECISION MAKERS!
• Hard to get staff onboard for “Social Card”
• Customers enthusiastic about participation in marketing

efforts

• Overall did meet general goals

– Create a digital friendly brand environment – Increase brand awareness – Increase brand loyalty – Increase brand favorability – Increase revenues

Aaron Lane – Cody Nikoofekr – Kevin Diyommo

Marketing Report