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Biggby.final.pres.adv492
 

Biggby.final.pres.adv492

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FINAL PRESENTATION ADV492-- BIGGBY COFFEE

FINAL PRESENTATION ADV492-- BIGGBY COFFEE

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    Biggby.final.pres.adv492 Biggby.final.pres.adv492 Presentation Transcript

    • Social MediaTakeover
      make friends . love people . have fun
      Emily Maki
      ADV492- NMDL
      April 24, 2009
    • COMPANY BACKGROUND
      NEWER COMPANY- Just celebrated 15th Birthday in March 2010
      Only Present in 5 States- Michigan, Ohio, Alabama, South Carolina, & Wisconsin
      First Location- Grand River Ave., East Lansing, MI
      Local, Friendly, Efficient, Focused on Customer Service
      50%Annual Growth Rate
      Annual Profit- $44 Million
      Slogan- “Have fun, Be happy, Make friends, Love people and Drink Great Coffee.”
      112+ Store Locations and Counting
    • B IG CHALLENGES & GOALS
    • BASICS OF THE BIG THEME
      OVERALL THEME;
      Integrated Use of Social Media
      PROS
      • Inexpensive, Yet Effective
      • Attract varying TARGET markets
      • Keeping up with the advancements in technology and communications
      • Best new way to ADVERTISE
      • Personal Outreach- BUILD RELATIONSHIPS
      • Continual, Desired Effect
      • Up-to-date, easy way to inform current or potential customers
      • Replacing the traditional forms of Advertising
      • Enhance BRAND MANAGEMENT
      • Create SEO- SEARCH ENGINE OPTIMIZATION
      Improves Ranking in Search Results
    • BRANCH OUT-SOCIAL MEDIA
      CEO Bob Fish,“Biggby Bob,” has a Twitter™ account with
      Almost 4,000 Followers!
      • Engage Employees to Participate in Twitter™ Social Marketing
      • Emphasize ways to follow your favorite local Biggby employee, varying from store to store
      • “Tweet” printable coupons and special promotions for the day
      • Bring in copy of “RT” (or re-tweet) from Biggby Bob for FREE Small Coffee
      • Reach out to customers who “Tweet” comments, questions, concerns, etc.
    • *Invite “Fans” of Biggby to special promotional events via Facebook
      *Advertise more heavily on the side of the Facebook page, especially for those associated with East Lansing and Michigan State University
      *Allows “Fans” to upload their own personal Biggby photos onto site
      Personal
      FREE or
      little cost
      *Connect more efficiently with college students, Biggby’s primary target audience in the East Lansing local market
      Word-of-mouth advertising
      Enhance
      Public Relations
    • BLOG
      Blogger™
      WordPress™
    • Using Social Media monitoring sites, specifically….
      • Sites like these allow Biggby to track the Social Media “BUZZ” surrounding the company on specific days
      • Biggby’s advanced Advertising & Marketing team tracks the changes in sales on a monthly basis, therefore the immediate increase in business and profits from this campaign will be evident
      • Monitoring the additional Social Media use in the short-run will show immediate results
      • Effectiveness can also be determined through Word-of-Mouth Promotions and interactions with customers in different Biggby locations
      MONITORING BIG SUCCESS
    • Budget Allocation:
      Depends on the assessment of sales done on a monthly basis by Biggby’s Advertising and Marketing Team
      Promotional coupons must be accounted for as use of budget, but the additional profit brought in for the company must also be accounted for
      A Social Media specialist may need to be hired to track the effectiveness of the campaign and monitor success when the customers become more engaged and the popularity of Social Media tactics increase
      Increase Use of Social Media:
      During scheduled promotional periods, holidays (with specialty drinks), and if there is a lack of “buzz” about the company
      SOCIAL MEDIA- INEXPENSIVE, EFFECTIVE, GENERATE ACTIVE RESPONSES FROM CUSTOMERS, LONG-TERM PLAN FOR INCREASING COMPANY SUCCESS
      UDGET
    • Financially Adequate Promotional Budget
      Progressing with new technology & forms of communication
      Reaching new target audiences
      Taking in even MORE profit!
      LOVING THE WORLD OF SOCIAL MEDIA!
      Reaching Customers!
      RESULTS!