Mel's Hot Dogs ppt
- 1. Mels Hot Dogs Burgess Bonilla Nikolich Seaman Streator
- 2. Background Originally opened in 1973 by Mel and Virginia Lohn Located near the USF and Busch Gardens Serves Chicago style Vienna beef hot dogs
- 4. Website Unpolished presence color scheme hot dog-shaped links Does not adapt to mobile devices No interactive map for directions Lower quality photo images Scattered links to Facebook, Yelp, and TripAdvisor
- 5. Website Mels Hot Dogs Current Website
- 6. Social Active on Facebook 2,200 likes and 4,300 visits Easy to navigate with important links menu hours and location Engages users on a regular basis quizzes and games updated photos No Twitter or Instagram presence
- 7. Mobile Well manicured Yelp account over 95 reviews and received a 4 star rating No ownership over Foursquare listing over 1,200 people have checked in over 1,700 times Google Places is well maintained hours, location, directions photos positive ratings and reviews
- 8. Search / SEO Hot Dogs Tampa ranks first and holds 7 out of 10 spots on first page of results Google also holds Mels first 3 spots on Places widget Mels Hot Dogs ranks first and holds all spots on first page of results Google Places widget that features only Mels on mobile the Places widget along with hours, phone number and website are clearly listed
- 9. Key Insights Loyal customers buy 1.7 times per month repeat customers comprise 68% of restaurant revenues Engaged customers spend 30% more 29.4% of people dine fast casual 3x per week People are influenced by referrals from family and friends ( 32% ) emailed coupons ( 26% )
- 11. Coney Island Sandwich Shop Historical hot dog shop Located in St. Petersburg Similar pricing to Mels No website Does not rank in Hot Dog Tampa searches Well-reviewed by guests Foursquare Yelp Google Places
- 12. Burger Monger Gourmet burger and hot dog restaurant Tampa-based with similar pricing to Mels Great organic search rankings Well-maintained website interactive directions online ordering Active presence Yelp Facebook
- 13. Industry Best Practices Visually appealing website Menu with pricing / nutritional information Online ordering of food and merchandise Up-to-date hours and contact information Links to interactive directions and social media Active presence on social discovery services professional photos of food and atmosphere cohesive messaging and tone up-to-date hours, phone, and menu
- 15. Strategy To engage customers through social media, advanced search, and a custom web experience using a cohesive tone and message to promote Mels Hot Dogs as a classic Tampa eatery.
- 16. Marketing Objectives 1. Increase Customer Base KPI: Number of new customers 2. Increase User Engagement KPI: Varies by medium likes, shares, retweets, views, followers, etc. 3. Promote Brand Loyalty and Repeat Business KPI: Sales volume in dollars
- 18. Consumer Insights Students want an affordable, casual option near campus Tourists want an authentic Tampa dining experience Parents want a family and budget-friendly meal
- 19. Audience Profile Segment Profile Description Ashley Brown, 22 She is a USF student seeking an affordable and authentic dining experience within biking distance of her apartment. Mike Leto, 48 He is a middle-aged man seeking a nostalgic dining experience similar to that of his childhood. Jane Patterson, 32 She is a mother of three seeking a casual, family- friendly dining experience that will please everyone without breaking the bank.
- 20. Targeted Message Mels Hot Dogs offers a nostalgic dining experience, quality food, and inviting atmosphere at affordable prices within walking distance of both USF and Busch Gardens. All communications will have a playful, casual, and nostalgic tone.
- 21. Campaign Response New customers will feel welcomed enjoy the throwback atmosphere Loyal customers will return on a regular basis purchase Mels merchandise become brand ambassadors
- 22. Recommendations
- 23. Mobile Professional photographer and copywriter to create content for social discovery sites Simple and seamless mobile interface Two weeks needed to update mobile redesign Single-column layout on smaller screens Use of HTML5 tags <address> and <tel> Google Analytics to measure results Budget: $200
- 24. Mobile More on that later...
- 25. News Media Attract new customers and engage with existing customers Event held July 23rd for National Hot Dog day Hire a photographer & videographer to cover event Hire a copywriter to create a press release PR sent to: tbo.com, cltampa.com, myfoxtampabay.com KPIs: customer acquisition and sales in dollars Budget: $200
- 26. News Media
- 27. Blogs Partner with four different Tampa Bay food and lifestyle bloggers Include review of food and atmosphere pictures of food and restaurant links to Mels website and contact information One post every quarter KPI will measure new customer acquisition Budget: $100 quarterly, $400 annually
- 28. Email Current Customers Every 1-2 months tuesday mornings 10 AM Visually consistent with website playful, casual and nostalgic tone Promotions Measure opens and clicks Budget: $600
- 29. Email
- 30. Location Marketing Food truck with twitter hashtag #MelsOnTheMove Use hashtag before launch to spark interest Truck will be branded with Mels signature colors Social Media Logos #MelsOnTheMove Mels will tweet weekly schedule of events Track followers, favorites and retweets Budget: $38,500
- 31. Location Marketing @MelsHotDogs tweeting about a food truck rally
- 32. Website Full website redesign professional freelance designer hosted by weebly.com two month timeline for redesign Consistent tone and message Flattened color scheme Available on all devices KPI will be measured with Google Analytics Budget: $1,120
- 33. Website
- 34. Website
- 35. Search Maximize SEO to ensure Mels visibility to potential customers Implementation of SEO adds 3 weeks to website redesign Updated title tags and keywords Measured by direct navigation, referral and search traffic and social media outlets Budget: $12,000
- 36. Online Advertising One the most effective ways to reach an audience Will hire a Google Partner that specializes in Adwords Three different ads for the three target markets students, tourists, families KPIs will vary by goal PPC, Impressions, Clicks, CTR, Conversion data Budget: $6,000
- 37. Social Media Connect with potential and current customers Cost-effective platforms improved search results playful, nostalgic, casual Post at least once per week KPIs will vary by platform likes, followers, reviews, ratings, retweets etc. Budget: $4,800
- 38. Social Media Twitter Facebook Instagram Google+
- 39. E-Commerce Existing customers Rebrand of merchandise webpage Addition of online ordering via Hunger Rush Payment services run by Square Up Similar color scheme as website KPI will measure sales volume in dollars Budget: $960
- 40. Budget Mobile: $200 News Media: $200 Blogs: $400 Email: $600 Location: $38,500 Website: $1,120 Search: $12,000 Online Ads: $6,000 Social Media: $4,800 E-Commerce: $960 Total Budget for 12 Months: $64,780
- 41. Conclusion 3 objectives increase Customer Base increase User Engagement promote Brand Loyalty and Repeat Business Consistency is king playful casual nostalgic
- 42. Strategy To engage customers through social media, advanced search, and a custom web experience using a cohesive tone and message to promote Mels Hot Dogs as a classic Tampa eatery.
- 43. Marketing Objectives 1. Increase Customer Base KPI: Number of new customers 2. Increase User Engagement KPI: Varies by medium likes, shares, retweets, views, followers, etc. 3. Promote Brand Loyalty and Repeat Business KPI: Sales volume in dollars