A DIGITAL MARKETING PLAN The World Famous Dark Horse
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
A DIGITAL MARKETING PLANThe World Famous Dark Horse
The World Famous Dark HorseBoggles the mind and gratifies the senses
SWOT
Helpful Harmful
Inte
rna
l ori
gin
Strengths
• Name recognition• Est. 1975• Known for good food, beer & prices• Not a typical Boulder bar
Weaknesses
• Not on Boulder Hill or Pearl Street• No formal marketing • Limited choices for health food• Limited social media presence
Ex
tern
al O
rig
in
Opportunities
• Target market ~ digital market• Communicate via social media• Increase social media engagement• Easy walk to sporting events
Threats
• Competition on Boulder Hill and Pearl Street
• Not on typical tourist stop site• Competition more engaged in
social media marketing
The Situation - Routine
Handbills on CU campus or Pearl Street
Fliers in Dark Horse
Facebook page event
Few Facebook posts promoting event
Ad placed in the Colorado Daily
Combination of e- and traditional marketing
The Problem – Digital
No digital marketing plan
Lack of online event planning and promoting
Other means of marketing too expensive
Competitors using digital marketing
The Solution - Differentiate
Not like any bar in Boulder
Eclectic mix of items hanging from the ceiling
8,000 square feet – one of the largest
Low beer and food prices
Free parking
Walking distance to Colorado University (CU)
Competitive Overview
Pure competitive market
Valued pricing strategy
Food margins – poor
Alcohol margins – excellent
GOAL:
Bring in customers for the food
Get the customers to drink alcohol
Competitive Pricing
Burger Size Plain Burger Cheeseburger
Dark Horse 1/3 $6.09 $6.49
Mountain Sun 1/3 $5.95 $6.45
Harpo's 1/2 - $9.89 (specialty)
The Sink 1/2 $7.79 $8.78
Murphy's Grill 1/2 $8.99 -
BJ's Brewhouse 1/2 $8.99 -
West End Tavern 1/2 - $10
Old Chicago 1/2 $7.99 $8.58
Walnut Brewery 1/2 - $9.5
Price comparison: burgers and cheeseburgers.Based on online published prices.
Persona
Male & Female
Age: 24-44, social media 24-34
Live, work, play in or around Boulder
Go to school, have gone to school at CU
Families (daytime)
Singles (nighttime)
Promotion
Improve engagement on Facebook
Contest to 1000
Jiffy burger Facebook fan page
Additional media - TBD: YouTube
Implementation – Promo #1
Improve engagement on FacebookPost one of the following every day on Facebook: Informational posts (sports, trivia, news, etc.) Specials/events reminder Questions about the WFDH Other engaging comments
Additional engagement (TBA Management) Best Trike Race photo contest Best Band photo contest Best [Special Event] photo contest
Implementation – Promo #2
‘Contest to 1000’ Facebook FansFacebook fan page reaches 1000 fans
All fans receive access to a coupon for free 9 oz. beer The coupon will be good for one day only.
Steps to success:
Posts on fan page will begin mid-May
Coupon delivery is TBD
Delivery date determined by fans
Weekly meeting to determine posts
Engage fans once a week
Implementation – Promo #3
Jiffy burger Facebook fan pageA burger that includes bacon and peanut butter.
Those brave enough to try it, love it, cult style.
Steps to success:
Determine voice of Facebook fan page
Build Facebook fan page for Jiffy burger
Promote on WFDH fan page
Weekly meeting to determine posts
Engage fans once a week
Legal & Ethical Considerations
World Famous Dark Horse must have permission to:
Post photos of customers
Post videos of customers
GOAL: Entice Facebook fans to post photos.
Distribution = Internet
High involvement tools/sites: Low involvement tools/sites:
Website Yelp, Citysearch, TripAdvisor, etc.
Facebook Yahoo!
Twitter Google Maps
UrbanSpoon
Wiki–Boulder Historical Events Page
Foursquare
Timeline
IdeasMay June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April
2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012
FB
EngagementP E P E E E E E E E E E E E
Contest
to 1000P P E P E E E E E E
Jiffy Burger
FB PageP P E P E E E E E E E E E
P = Planning
E = Execution
Ideas Time/Hard Costs Total
Period 1:Facebook Engagement 120 hrs. / $0 $ 1,800 *
Period 2: Contest to 1000 Fans 47 hrs. / $320 $ 1,025 *
Period 3: Jiffy Burger Facebook Fan Page 64 hrs. / $360 $ 1,320 *
TOTAL 231 hrs. / $680 $4,145 *
*time is charged at $15/hr.
Budget
Unintended Consequences
Pros & Cons
Negative publicity through digital
Too many customers
Additional requests for parties
Run out of food/beer
Understaffed
Questions?
Thank You
Related Documents
