a Digital Marketing plan The World Famous Dark Horse
The World Famous Dark Horse Boggles the mind and gratifies the senses
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
The Problem – Digital No digital marketing plan Lack of online event planning and promoting Other means of marketing too expensive Competitors using digital marketing
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)
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
Competitive Pricing Price comparison: burgers and cheeseburgers. Based on online published prices.
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)
Promotion Improve engagement on Facebook Contest to 1000 Jiffy burger Facebook fan page Additional media - TBD: YouTube
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
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
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
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.
Distribution = Internet
Unintended Consequences Pros & Cons Negative publicity through digital Too many customers Additional requests for parties Run out of food/beer Understaffed