Date post: | 19-Oct-2014 |
Category: |
Business |
View: | 76,026 times |
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The Brookland CaféThe Brookland Café
3740 123740 12thth street N.E street N.E
Washington D.C 20017Washington D.C 20017
Menu Space Rental Full Bar Merchandising (caps and Tees) Carryout Takeout Gift Cards Full service Catering Special Events- Wine Tasting
Revenue Sources
Café experience- The experience of dining as
a service Healthy and light Food- We offer healthy
choices for lunch and dinner Entertainment- We offer a relaxed and social
environment Bar- We offer a full bar for adult drinkers
Our Products positioning statement
Positioning of product or service
Our marketing efforts should center around why our food is appealing, sexy , high-quality, or in some way unique and position it as a lifestyle product.
Example. We provide a focused menu, quality food and
full bar and social experience for customers seeking a relax, social and upscale environment.
Our Uniqueness. We offer a non traditional menu with a
traditional bar setting and a bed and breakfast you can stay the night. (you can get drunk and stay healthy with vegan and vegetarian food.)
Positioning
Individuals: people that dine in by themselves. Families: a group of people, either friends or a
group of nuclear relatives dining together. Take out: people that prefer to eat food in their
home or at a different location than the actual restaurant.
Carryout- People who order in groups (over $50) who would like food delivered to them during lunch
Demographics
1. Institutional marketing- Promote the life style and
entertainment value through PR and Blogging2. Program Marketing-Product and Retention Strategy
To seek customer awareness, develop our customer base
and work toward building customer loyalty and referrals. Establish customer retention and customer engagement
programs. Establish sales goals for staff to achieve (the perfect check
theory) To provide food and drink programs that increase Average
ticket price and more consumption of our goods. Our programs should target college, hospital and the local business community.
Track our effort using POS and Google Analytics' to evaluate our performance and reiterate.
Marketing Strategy
Our programs and tactic used will be
centered around 4 core attributes Increase customer frequency- (coupons and
specials by capturing customer information) Increase check average (waitress and bar
tender recommendations and up-selling tactic)
Group size (target large group orders with carryout and in-store
Identify our hottest sellers, best approach and get customer feedback and POS reports
Increase our customer Rating
Core Marketing Objectives
Get customer Feedback using survey form and survey
monkey via email. Increase our rating (direct guests to yelp and trip
advisor and Goggle plus) Lead capturing using mail chimp and facebook fan
page Position up-sell influencers in the café (table-tops) Cross market other products (ex. catering) Use suggestive selling tactics Send weekly invitations, coupons and special discount
via email, foursquares, Yelp and facebook fanpage Track our best sellers and measure feedback Take customer order, service them, bill collection and
post sale tactics Food Sampling On slow days, send text campaigns to local customers
encourage them to stop by for specials.
Marketing Activities and opportunities in-store
Local Search (city paper, google maps and yellow
pages) Social Networking (engage fans on twitter, Facebook,
Youtube and Photo-sharing sites) RSS and Blogs- (Post press releases, menus, food
articles on wordpress, blogger etc) Search engine- optimize for local and niche keywords
to drive traffic to website Street Promotions- Delivery menu and coupons to local
residents and businesses Strategic offline Partnerships- Reach out to local area
school and hospitals. Strategic online Partners- Identify online partners that
drive traffic and retain customers (opentable.com, delivery.com)
Launch Google Adwords Paid program
Marketing Activities and opportunities outreach
Happy Hour Vegan Wednesday Karaoke Sports Bar D.C Government worker Day Community Day Sport Sundays and Mondays College lunch Wine Tasting Saturdays Wi-Fi & coffee
Café Weekly Programs
Strategy - Press Release should focus on our weekly
programs, accomplishments, new products and services
- Articles should be written in the areas of Travel, Food and Nightlife
Execution Get news featured in Print Post Press Release and articles to blog websites, social
networks, pr submission website and news site (RSS). Optimize Press release with high impact keywords Submit press release and stories to local bloggers
Public Relations
Customer acquisition – word of mouth,
referral, flyer distribution, Google maps, local directories, online search, PR and strategic partners
Customer Retention- customer loyalty programs, specials, coupons and appreciation days, email acquisition, Birthday Invitations
Up-selling- Sampling, Suggestive selling and marketing materials
Operational strategies- Identifying our most profitable programs, products etc
Bringing things all together
P/L Statement Prime cost worksheet Break-even analysis Customer Feedback (Yelp, Usersvoice.com,
Going.com, Facebook, Twitter and message boards)
Coupons Validated Email open rates and click throughs Event confirmations and ticket purchases
Success Metrics and Tracking
Employee Training
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