4. The company
170 cafés in 51 countries (133 cafés & 15 hotels - casinos).
Not just cafés but also hotels & casinos. Multiple activities.
Various competitors :
hotels, restaurants,
Fail in theme park.
cafés...
5. The problems
The brand image is getting older
12 530 804 € annual sales 2012
= - 12 % / 2011
? Cours Estienne d’Orves 2013
6. So, why did we choose Hard Rock Café, France ?
Place of advertising.
A dynamic image possibility.
Many customer experiences (drinks, food, fun, store...) => allows
a lot of possibilities for mobile marketing, which they have not.
Existing relationship with customer :
Web site : e-mail
Facebook & Twitter
The needs :
Give a trendy image + renew the customers + improve the
existing relationships because the brand image is getting older
& a decrease of traffic.
8. Objectives
Touch all kind of publics : young adults 18-25
(dynamism of the app)=> will propagate to adults
25-35 (convenience of the app).
Conquest, develop loyalty and reconquest.
Generate incomes : by increasing the number of
customers & increasing the productivity thanks to
a better organization of each restaurant.
9. Development timeline
September - November -
October End of October November December
Communication Communication
Development Launching QR code
of the app of the app inside Ads on Local Social
net press network Ads Social
TV network
on net
Development Launching QR code Exclusive contents of the app
of the web of the web outside Air guitar contest => App
Reservation & availability
AWARENESS RECRUITMENT
Persons who Way to launch the
Targets
know the café buzz through the
young people
10. Development timeline
April -
January - March September
Communication Push
promotion by
Bluetooth Press the app & SMS
Events calendar
Blind test contest => in push by the
App + traffic app
RECRUITMENT LOYALTY
Way to launch Increasing
the buzz through loyalty
the young adults
11. Resources set Marketing 360°
organization Mobile Marketing
Outside cafés QR Inside cafés
Code
Mobile
SMS
web
Kind of Shazam
Loyalty : levels Geolocalisation
Mobile
E-shop & events APP Special offers
Reservation & availability
special offers by passing by
Bluetooth
12. Resources set
From everywhere...
APP :
•Geolocalisation.
•Special offers : push strategy.
Data base : customer profile
(with id, date of birth, loyalty...)
•Reservation, availability of tables.
•E-shop.
•Planning of events.
•Basic contents.
•Loyalty by scanning QR code with the
note => Level of loyalty.
SMS : subscription (opt-in)
•News & offers with lots of advantages.
•Link to the app or the website.
Mobile website : with good
referencing (for compatibility
and portability).
13. Resources set
Near & inside the café
QR codes :
Outside = redirection to websites
(Cityvox, Trip advisor, La
Fourchette...) to rate & comment.
Inside = QR code on table set to
download the app.
NFC Bluetooth : to make people
download the app near the shop.
APP = download Hard Rock
Café music thank to a kind of
Shazam included in the app.
14. Measurement tools /
tracking
Messaging :
- SMS sent. In-content :
- App downloads.
- Opt-ins to SMS campaigns.
- Unique users of mobile app.
Mobile internet : - Usage average time &
- Mobile webpage views. frequency of session.
- Click through rates.
- Mobile ad impressions served.
- Mobile web unique visitors.
15. Balance sheet
Conclusion Recommendations
Way to make the buzz to Keep on SMS campaign to
develop the brand. develop CRM.
Way to increase loyalty.
Develop the app in France &
Increase traffic in the café to Worldwide for the current &
generate incomes. future Hard Rock Café.
Better organization of the café Keep an innovative
=> innovation + saving money. interaction with customers :
Touch the target with 2 kinds of contest ; events...
actions including mobile
+ 30 % of traffic + 25 % annual sales
23 € average budget + 45 % awareness
127 000 downloaded apps
