MARKETING STRATEGY - SALES
Marketing Strategy & Sales Tactics
Advertising
Marketing Objectives
Our target market is 21-54 year old residents, as well as commuters, of Salt Lake Valley. In order to reach these individuals there are two main advertising resources decided to be the most effective.
1. Facebook: Based on research, the ages of those who make up our target market are frequent users of Facebook. By spearheading an advertising campaign on this social media web site, we are certain to become exposed to those targeted and benefit in sales shortly after launch.
2. Billboards: By strategically placing an attractive ad on a billboard both south of the City, on I-15, as well as north, we are certain to draw the attention of all the commuters into Salt Lake Valley.
3. City Salads has plans for future advertising on TV and radio as well as through the use of flyers, posters, street art, brochures, sponsored events, partnering with other local businesses among many other options. It was the decision to begin the current advertising campaign with the two option listed above as it was decided that these would be the most bang for our buck in the near future. Due to the lack of liquid funds in the marketing budget, advertising on Facebook and through the use of billboards will be the first to happen.
City Salads' advertising must be truthful and non-misleading. City Salads needs to be able to back up claims made in advertisements at any time. Advertisements must be fair to competitors and consumers. Additionally, all products in City Salads labels must include information about the product, such as nutrition, size, and distribution and manufacturing information.
Our target market is 21-54 year old residents, as well as commuters, of Salt Lake Valley. In order to reach these individuals there are two main advertising resources decided to be the most effective.
1. Facebook: Based on research, the ages of those who make up our target market are frequent users of Facebook. By spearheading an advertising campaign on this social media web site, we are certain to become exposed to those targeted and benefit in sales shortly after launch.
2. Billboards: By strategically placing an attractive ad on a billboard both south of the City, on I-15, as well as north, we are certain to draw the attention of all the commuters into Salt Lake Valley.
3. City Salads has plans for future advertising on TV and radio as well as through the use of flyers, posters, street art, brochures, sponsored events, partnering with other local businesses among many other options. It was the decision to begin the current advertising campaign with the two option listed above as it was decided that these would be the most bang for our buck in the near future. Due to the lack of liquid funds in the marketing budget, advertising on Facebook and through the use of billboards will be the first to happen.
City Salads' advertising must be truthful and non-misleading. City Salads needs to be able to back up claims made in advertisements at any time. Advertisements must be fair to competitors and consumers. Additionally, all products in City Salads labels must include information about the product, such as nutrition, size, and distribution and manufacturing information.
Promotions/Incentives
Various Promotions:
Evaluation of the Success of Marketing & Promotional Techniques
Based on the promotional techniques listed above, we will see a drastic increase in persons of our targeted market patronizing our establishments. A sure way to quantify whether this was the result of our promotional programs or by contrast, a fluke, we plan to provide short questionnaires, both physical and via social networking sites, asking patrons how they heard of us and finally why they chose to dine with us. Another technique we plan on implementing is tallying promotional codes, through radio advertising, from those patrons who joined us because of that media form. Finally by tallying physical coupons we will gather a comprehensive picture of how successful our promotional campaign indeed was.
- Contest sweepstakes: This will appeal to our target market as young adults are in general excited to be competitive and participate in activities that provide possible reward. Sales promotion of this type will cause a buzz and in turn get more potential clients to walk through our doors.
- Coupons: Coupons will not only attract those individuals looking for a deal but will also be a great asset when we try to determine the stressfulness of our promotions campaign.
- Discounts: Loyalty stamp cards: Get a free salad/wrap after every 12th entree you purchase
Evaluation of the Success of Marketing & Promotional Techniques
Based on the promotional techniques listed above, we will see a drastic increase in persons of our targeted market patronizing our establishments. A sure way to quantify whether this was the result of our promotional programs or by contrast, a fluke, we plan to provide short questionnaires, both physical and via social networking sites, asking patrons how they heard of us and finally why they chose to dine with us. Another technique we plan on implementing is tallying promotional codes, through radio advertising, from those patrons who joined us because of that media form. Finally by tallying physical coupons we will gather a comprehensive picture of how successful our promotional campaign indeed was.
Publicity
Publicity is the gratuitous mention of our restaurant in media or by word of mouth. We welcome any publicity done in our behalf.