2. GENERAL POINTS
We decided that the main focuses of the strategy would be to...
Increase our ratings online
Increase our Facebook likes and customer interaction
Win the Foodie Awards
Ensure of top quality food and service that is what our customers want and
will ensure that they become loyal and will return/make recommendations
Data capture to build up a database for direct marketing and also to help us
better understand the market
All of the research is done so the strategy needs to be finalised and put into
action
3. OLD BANK INSIDER
Design brief sent to Alison
Chill Factor
Foodie Awards
Reviews
Data capture
A copy of the Insider must be given with every bill along with a pen so that the customer has the
option to complete their details - the free bottle of house wine offer must be communicated with
every customer upon them receiving the Insider.
If the customer decides to complete their details, the member of staff should then write their own
name on the back of the form and then staple a new Insider on to the receipt to maximise their
exposure of the marketing material
If customer would rather complete their details at a later date, remind them to bring it with them on
their next visit to still qualify for the free bottle of house wine.
4. OLD BANK INSIDER
At the end of each week, data must be entered into the
system and an e-mail needs to be sent to the customer
thanking them for their time along with a coupon for free
house wine
A tally of staff members receiving the most ‘sign-ups’ can be
used and the highest performer for each week/month could
win a small prize
5. FACEBOOK POLICY
See document
Need to make a Facebook Page and merge with Facebook
Place (https://www.facebook.com/note.php?
note_id=10150180074459408) to enable referrals
6. FACEBOOK SWEEPSTEAKS
Starting from Monday 25th July gaining customer ‘Likes’ to Facebook will be a key theme in our strategy
We currently have 127 likes
Sweepsteaks - upon hitting specific quantities of ‘Likes’, customers will be chosen at random in a
sweepstake style draw. Prizes could include:-
- Meal for 2 with theatre/cinema tickets - parents
- Meal for 5 - families/friends
- 50% off your next bill
- drinks, deserts, steaks, starters
Targets:
- Month 1: 250 likes
- Month 2: 350 likes
- Month 3: 450 likes
Largely promoted online via our site and Facebook. Encourage staff to invite all of their friends.
Promotion on local Brighton based forums and Twitter.
We need graphics for the Facebook page and perhaps posters in-store
7. FACEBOOK SWEEPSTEAK COMMUNICATION
Old Bank Insider
Facebook Page
Facebook advertisements
Facebook event
Staff to promote on their own pages
Staff - to - customer conversation
Other local Facebook Pages
E-mail correspondence (use on free bottle of house wine e-mail too)
Local Brighton forums, identify influencers and invite them in to sample a meal in return for a
review under which we can attach current communication
MoneySavingExpert
8. OLD BANK REFEREE
Potential campaign for customers to refer their friends and
have a leader board live to the Facebook Page - top 10 at the
end of the period will win select prizes
Currently trying to find the correct software for leader
boards, so far there has been no luck
Could alternatively use screenshots but can be very
complicated and long-winded, especially to those that have
low disposable time
So will keep in-mind
9. OLD BANK CHILL FACTOR
Plan of Action
Create design brief
Have Insider and posters produced and used in store
Communicate the competition with staff and gage their ownership by getting them to create their own flavours - is it
feasible to put these on the menu at cost price?
Establish all other communication strategies
Constant monitoring of submission numbers to incentive staff if required
On closing date all entries to be assessed by panel of judges (Helen, Liam, Old Bank Manager and top performing Old Bank
Staff) reduced to 10-15 most feasible entries
Voting will begin in-store and on Facebook Page and the customers will be invited in to help us create the flavours and
experience the process
Have a Chill Factor evening with all top 15 ice cream flavours on offer to finalists along with their family, friends and other
customers - lots of photographs!
Accept vote forms in-store but also push the Facebook (almost let them believe that they can use both mediums to gain
more votes) use Wildfire as a Facebook tool - pricing
Announce the winner and invite them to the restaurant for a complimentary meal and to discuss how they wish to use their
royalty of 10-20%?
10. CHILL FACTOR COMMUNICATION
Communication Methods
Staff - word of mouth and have their own flavours to communicate with customers
for inspiration
Facebook page and promotional page
In-store posters
Old Bank Insider
Strategic Partnerships - are we going to have local businesses design their own
flavour?
Local press
Local Facebook pages of interest
11. Include in all
communications and in
Facebook Policy
Create delight = if they
are able to find out how to
vote, they will
iPad?
FOODIE AWARDS
Stickers? Staff
badges? Fear of bombarding
customers/staff
Potential to host the voting form for Foodie Awards on the site/Facebook page?
13. TARGETS
Data Capture
35 per week - excluding week 1 which will be 25
Facebook Likes -
Steady flow of around 150 per month (38 per week)
Chill Factor entries
10 per week
Foodie Awards
To win!
Discounts
Less than 5% of sales by end of August - using the wine in Lieu
14. SITE CHANGES
Better integrate Facebook
Add current promotions
Staff photos
Remove reviews and replace with independent sites
Integration of Foodie Awards
Page for Chill Factor
Change email from @btinternet to @oldbankkemptownbrighton.com
Get the oldbankkemptown.co.uk or brightonoldbank.co.uk domain - much shorter
tuesdays
