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- 1. a Digital Marketing plan The World Famous Dark Horse
- 2. The World Famous Dark Horse Boggles the mind and gratifies the senses
- 3. SWOT
- 4. 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
- 5. The Problem – Digital No digital marketing plan Lack of online event planning and promoting Other means of marketing too expensive Competitors using digital marketing
- 6. 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)
- 7. 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
- 8. Competitive Pricing Price comparison: burgers and cheeseburgers. Based on online published prices.
- 9. 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)
- 10. Promotion Improve engagement on Facebook Contest to 1000 Jiffy burger Facebook fan page Additional media - TBD: YouTube
- 11. Implementation – Promo #1 Improve engagement on Facebook Post 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
- 12. Implementation – Promo #2 ‘Contest to 1000’ Facebook Fans Facebook 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
- 13. Implementation – Promo #3 Jiffy burger Facebook fan page A 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
- 14. 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.
- 16. Timeline
- 17. Budget
- 18. Unintended Consequences Pros & Cons Negative publicity through digital Too many customers Additional requests for parties Run out of food/beer Understaffed
- 19. Questions?
- 20. Thank You
Notes de l'éditeur
- The World Famous Dark Horse – bar and grill in boulder
- Cool, dive bar, eclectic, fun, friendly, quirkyAccording to many reviews on Yelp.com, the WFDH’s ambience is described as whimsical, a dive, a dark dirty little bar, rich woody establishment, a college bar, a crazy yard sale at a hoarder's house (Yelp.com, 2011). This is how the WFDH wants to be and should be described. It is not a ritzy, bling-y, heath food establishment. The people who come to the WFDH are looking for a greasy, cheap, and delicious burger and/or wings and a beer or soda to wash it down.
- No social media plan – want a plan or at least guidanceNo planning & promoting online for events and specialsSocial media marketing is free. It takes time to nurture people online, but it has little or no hard costs.
- from 1920s era shoes and a big boy burger statue, to a horse-drawn hearse.
- College students and young professionals.
- Weekly meeting to determine posts.
- #1: 10 hrs/month = 120 hrs#2: 4 hrs/month + 15 hrs (operation of promo) = 47 hrs + 2 kegs of domestic + 2 hrs of contracted work#3: 4 hrs/month + 20 hrs planning, creation and implementation = 64 hrs + 6 hrs of contracted work