​BLOBBLECUPS

Campaign Title: Stack, Snap and Grab

Organised By: The Blobblecups Entertainment

 

 

Information gathering

 

Audience’s demographics, psychographics (Values, Attitudes & Lifestyle)

 

                   As Burgertory is located within the famous food-hunting place - SS15, we will be zooming in our focus onto this particular area. The targeted potential consumers are mostly from educational institutions, college students and office workers. There are also quite a number of people from other areas who intentionally come to SS15 to search for well-known restaurants or food shops. There is a very high demand for quick casual dining at this area; especially during lunch time (peak hour). Because of SS15's fame for food, the competition is relatively high and thus prices for food are expensive. Burgertory has to achieve business survival in order to gain sales revenue and it has to beat down its main competitor - My Burger Lab, which also specialises in hamburgers.

 

                    Research has shown that Burgertory's burgers are well knwon for its uniqueness and deliciousness. The shop also receives good ratings (4.1 of 5 stars according to Facebook) and is categorized under the good satisfaction segment because of its famous pork burgers and suburban concept. Although it is non-halal (not permissible for Muslims to consume), yet many people crave to try their juicy and tender pork burgers - there is a good sales market. The prices of the food are labelled as moderate - affordable for some people but unreasonable pricing as claimed by some other consumers. The place is not spacious enough for comfortable dining and it is overly crowded during peak hours which may lead to a loss of potential customers due to lack of space. Therefore, the environment is a setback. The parking is also another aspect that we need to look into. Many people have mentioned in their blogs and posts regarding the parking space available, and this can be a major factor which may cause poor growth for a business such as Burgertory.

 

                   Based on one of our studies - an Inti College student named Wong Hoe Yi, stated that the pork burger from Burgertory is considered as one of the most well-known and the most delicious burger in Subang area. The staffs working in Burgertory are friendly and genuine; and they provide a fast and efficient service. The shop practices good hygiene, and maintains a clean environment (even within the kitchen area). Burgertory's menu is innovative and they offer a variety of burgers. But on the other hand, he mentioned about the capacity of the restaurant and the limited parking space once again. The shop is too small and stuffy and so it is not so recommended for buddies or families to have meals for a long time in such an uncomfortable place. Moreover, the prices are slightly expensive according to Hoe Yi.

 

                    Many people love eating burgers since it is fast, convenient, delicious and the satiety index is high. Because of problems such as busy routines and time lacking, therefore there is a good possibility of people demanding for quick service and satisfying meals. So we can see many new stores opening and businesses entering into the fast food market. And the burger business is no exception to this. Hamburgers can be prepared earlier and they can be served as one's breakfast, lunch, dinner or even supper. Furthermore, the powerful advertisements that we have today play an important part in influencing consumers' behaviours or beliefs. Advertising campaigns have indirectly caused the idea of "burger being an ideal meal" to become a trend among the younger generation. In fact, there is probably no one that has never tried burger in his or her life.

 

                    However, Burgertory's big rival company named "My Burger Lab" is a halal fast food restaurant which means it is exposed to more consumers. It specializes in charcoal buns and they also offer a wide range of choices. Many

people also have preferences for this burger shop. Hence, in order to boost up sales, Burgertory has to come up with practical strategies that can overcome "My Burger Lab's" sales. Burgertory also has to deal with its shop's capacity, parking space and price.

 

 

Media consumption habits - What kind of media the consumers mostly use?

 

                    The majority of the consumers are young adults. Due to the advances of digitization, there is a tendency of young adults using mobile technology, internet and social media to keep themselves up-to-date and abreast of information, current issues and news. Besides, these are the significant parts to attract and keep the audience. The new consumption habit has revealed the declining in readership among youths/young adults, studies show that they are less likely to be interested in printed news, books and magazines. A study by the World Association of Newspaper shows that youth go for the internet media as the first choice for information because it is easily available and abundant. In March 2015, Martha Irvine stated that 70% of the young adults surveyed say their social media feeds include a mix of viewpoints, increasing their chances of reading a wider array of content.

                   

                    In recent year, he quantitative data numbers growing tremendously, the social media has finally taken control of the citizen lives. The branded companies tend to emphasizing, investing and advertising their products through social media platforms, such as Facebook, Twitter, Instagram and so on.

Here is a survey on number of Facebook users: >10m people using Facebook daily, >8.7m people using the facebook on mobile daily. (Source: Facebook Internal Data in 2014) Currently, Facebook is the most visited social media platform.

Twitter: An average of 5.4million tweets posted per day; there is about 3.5 million twitter users up to the month of Feb in 2014.

 

                     According to the number that tallied by ZocialRank, a social media company based in Thailand, there are recorded more than 5million instagram users in Malaysia as of Jan 2015. The instagram in Malaysia has almost tripled since two years ago. The business companies are now embracing this platform as one of the must-have to reach out to the consumers. Apart from the internet media, the consumers also looking at the media from television, radios, games and so forth. Other than listening to the radio station in car, there is app radio which assessable for mobile phone and the internet radio. It helps the radio stations to be more easily to reach out the public because it is portable, supplemental and universal. And because it is selective, it attracts the advertisers to engage as well. According to the recent survey by global market research company Synovate, 45% of the Malaysian youth listen to music and the radio during leisure times or driving.

 

                      “Malaysian youth to spend more time online but still love TV. 33% of the Malaysian say they cannot live without TV. ” (Global research company Synovate, 2009) 54% of the online users say they watch TV programmes online, on any device. It indicates that although the social media is massively expanding, tv continues to be the most-missed media activity among the young adults. In conclusion, the mediums are good to reach out to the consumers by this burger are Facebook, Instagram, Twitter, Radio, Televesion.

 

 

Their thoughts about the issue. What are the problems to be solved from the issue at hand?

 

By using social media platforms to promote our products, there is a higher risk on losing the reputation of the company. It is because there is risk that the social media account may be hacked if we do not have a strong password. Moreover, we also require social media platforms-dedicated employees to manage all the involving sites.

 

 

Planning

 

Strategic plans (Long term achievements; eg. Less road accidents due drunk driving & texting)

 

As Burgertory's PR Campaign, we will come out with different types of planning to ensure an increase in sales for the next 6 months. These plans are aimed to boost up our client's revenue and reputation.

 

An expansion of the shop will be one of our strategic plans in the long run. Because expanding the shop lot will enlarge the capacity and thus there will be more seats and space made available for the customers. The comfort of the consumers is one of the key factors that may affect our client's reputation. So in order to expand the shop and improve its interior concept (including placement of furnitures), we suggest our client to obtain an amount of money from the bank as a fund to rent another shop lot. And when there is a comfy and cozy environment for the consumers to dine in, the reputation will eventually increase and sales may also gradually go up as there will be a higher demand. When revenue increases, there will be enough money to repay the rental consistently. The cash flow of the business must be monitored on a day-to-day or weekly basis, so that there will be less debts and a higher gross earning. To take it further, we will create a better value set menu for Burgertory to attract more consumers. Because the prices of food are mainly expensive in SS15, thus we believe a cutting down in price will absolutely bring in more potential buyers! And by achieving that, we will need to come up with a special value set that is able to create a perception in a customer's mind thinking that what we offer has a lower price compared to other restaurants and it is more worthy to be paid! We will recommend our client to focus on one specialized burger and make it into a valuable set meal for the people to devour. The design or layout of the menu and brochures will be outstanding in order to captivate the potential customers' minds. Brochures will be given out to promote and attract. The value set will be the "main course" of the day. Our targeted audience will be college students, families with young children and office workers. Because some consumers mentioned about the slightly high pricing of Burgertory's burgers, so our PR campaign will proposed to keep promoting this value set (also applicable on weekends); by advertising online because our targeted audience are living in a digital age and online advertisements have become so fast, cheap and convenient. Furthermore, we will also impose a new trendy meal that is aligned to Christmas and Chinese New Year! This idea not only promotes festival mood, in addition, it improves Burgertory's innovative meal planning. This action also broaden up the targeted audience because some may come just for the festival (limited edition) food! For example, we will recommend our client to make special dishes like green apple juice mixed with colorful jellies that represents a Christmas tree. The burger bun may be dusted with white chocolate chips instead of sesame seeds to demonstrate a snowy-like burger.

 

 

Tactical plans (Short term achievements; eg. 5000 youths signature pledge to NOT drink and drive and text and drive)

 

• Have mini road shows in colleges to make aware of Burgertory's specialized burgers! (At the outskirt of SS15)

• Give out free mini burgers for testing to obtain the audience's tastes and preferences.

• Hand out free vouchers for limited edition meals with terms and conditions apply.

• Hand out brouchers with outstanding graphics regarding the promotions of the burger to captivate the consumer's attention.

 

 

MBO (Manage & measure tactics to achieve results; eg. Youtube views and thumbs-up; FB responses-measure likes; signature drive)

 

• The number of likes and shares on Facebook and Instagram would be one of our tools to measure achievements. Because young people keen on taking pictures of their food before consuming them (e.g. #foodporn) and thus we believe this would act as the most reliable tool to showcase our achievements or feedback from the audience.

• Calculate the total of the increase in sales. Because an improve in sales will determine the success of our campaign.

• Requesting close friends to report on the popularity of Burgertory by having them to do a brief survey within their surroundings. 

 

 

Communication

 

What’s your key messages? Come up with 3 key messages.

 

• To inform the the consumers about the uniqueness of the burgers of Burgertory.

• To keep cosumers updated with the promotions going on in Burgertory.

• To change the negative mindset of the consumers towards burgers. 

 

 

Which social media platforms? Identify at least 5 and elaborate what you will do. The grand plan? (Besides media, other communication methods? Publicity? Promotions?)

 

1) Facebook

 

 

 

 

 

 

 

 

 

 

 

• Having people to like and share the Facebook page. Anyone that like and share their page can get a special discount when they order at Burgetory.

• On their Facebook page they should advertise their z.

• Main social media platform to inform and promote our burger since most of our customers are active Facebook users.

• On thie page, the mass can find photos, events, promotions, latest menu and almost all the information the consumers may looking for about Burgertory.

• Posting a ‘like vs. share’ picture of 2 different burgers, then having the viewers to compare and choose their favourite. It is one of most the effective ways to engage with the consumers, and to help Burgertory gain more attention. Example shown below: 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

                                                    A rough example of how we will edit our picture.

 

 

2) Instagram

 

 

 

 

 

 

 

 

 

 

 

• Held a competition on Instagram with conditions of uploading a picture of themselves dining in Burgertory, then hashtag the words that are related to Burgetory to win vouchers. Make following the Burgertory's Instagram page compulsory to increase its followers. By doing so, they will be more well known on Instagram and can get potential customers to eat at Burgetory.

• ‘Hashtags and win’ - Encourage the customers by using hashtags once they have posted pictures of themselves eating the burgertory’s burger, and starting instagram competition on Burgertory photos. For every 5 photos with the hashtags, Burgertory gives out 5 ringgit voucher.

• Republish user-generated interesting photos within our site.

• Post promotion code which will only be available for the Instagram followers only. Followers will be needed to screenshot the promotion code to use it as a proof.

• Consistently respond to the comments on Instagram.

 

3) Twitter

 

 

 

 

 

 

 

 

 

 

• Since twitter is just a click/tap away,this platform can be a good place to update their current promotions.

•  Announce all the new events or new burgers on Twitter

•  Use contest to promote the new burger, for instance: the 50th tweet with hashtag the name of the new burger gets to win a coupon worth RM90

• The contests will be held frequently because regular contests are more likely to attract the consumers to follow our account, occasionally retweeting our content/promotion, and indirectly it gains the number of followers and the reputation.

• Randomly pick one of the followers, anyone who retweets our promotion’s tweet or even the person who direct messages us, and reward them a voucher with certain amount of free burgers.

 

4) Youtube

 

 

 

 

 

 

 

 

 

 

• We will be having collaboration with famous Malaysian YouTube stars such as Joseph Germani/Dan Khoo/JinnyBoy to promote our new burgers/ to inform the audience about our current promotion/ to boost the popularity of Burgertory.

• There will be different kind of stories/ topical subjects/ current issues in that particular video, but we will be adding the elements of Burgertory in it. In fact, it is an advertisement, but our motive is to make it to be presented in unique way in order not to like other commercials.

• Furthermore, we have to come up with slogan like how McDonald’s did (Im lovin’ it) because the slogan is a representative of Burgertory.

• Our slogan:Burgertory, Changes Your Life Story. We are planning to insert the slogan every time when it comes to the end of the video.

• Video convey messages to the consumers in a more effective way, it able to awake their desire to buy.

• Burgertory uses the slogan to convey the people message, it is more eye-catching for a customer to watch a commercials video with slogan than to watch only an image with slogan.

 

5) Blog

 

 

 

 

 

 

 

 

 

• ​​Writing a long post specifically for each burger, describing the burgers deliciously and listing out the ingredients used to attract the readers' mind. Making them long for it. 

• Posting up informations regarding the release of new burgers.

• Creating a different webpage for each and every kind of burger, providing all the informations and facts which the customers' would be interested to know.

• Linking sources from other social media websites like Facebook, Instagram or Youtube onto the blog page to provide more convenience for the readers.

 

The Grand Plan

•  Burgertory should try to collaborate with a bank. For example, they can try to collaborate with Citi Bank and any Citi bank cardholders to get a special discount when they pay using Citi bank card.

• Burgertory should come out with new recipes in order to attract customers to come to their store and try their amazing new burger.

 

 

Evaluation

How will you determine the possibility of success for your campaign? What are the benchmarks? What are the results you need to prove effectiveness of your campaign? Eg. 1. Youths love to take food photos and selfies, so, a photo contest combining both elements on FB or Instagram will generate much interest.

 

a) When there is an increase on Burgerytory's Facebook page and Instagram.

b) When Citi Bank would like to extand the contract with Burgertory. This just proves many people would go to Burgertory because of the promotions. 

c) Since the time period given is 6 months. The increase in sales should be seen around March to April of 2016. 

 

 

Interview your friends and family for their thoughts and understand their demographics and psychographics (Values, Attitudes & Lifestyle). 

 

After interviewing a number of friends, we have found that most of them are very concerned about the environment of restaurants. Providing a good environment is one of the best way in sustaining the business. May it be the trediness of the burgers, the interior design of the store, the friendly and genuine staffs, the fast service, the good hygiene or even the wide range choices in burger, it is all these happenings that maintain the customers as we have realised that customers tend to enjoy themselves when they feel comfortable. When customers feel comfortable within the environment, there is a higher possibility that these customers will recommend Burgertory to their friends as well. Hence, improving the business' sales.