2. Overview
Norfolk Taproom would benefit from using mutilple social media channels to
establish a strong cliental basis and foster new business relationships. This plan
lays out specific tactics to increase traffic flow into the restaurant. The main
objective of these initiatives is to use social media to spread awareness about
events, new beers, menu items and bring in new clientele.
Target Audiences:
1. Residents of Downtown Norfolk (Granby St, Monticello Ave, Freemason St,
etc)
2. Residents of the Ghent district of Norfolk
3. Families going to Festevents in Town Point Park
4. Craft Beer Drinkers
5. Other workers in the area (Accounting firms, Law firms, Restaurant
workers)
6. People in town for conferences (Waterside Marriot)
7. Millenials (Male, Female)
Statistics Regarding New Market Segmentation
4. Instagram
1. Create an Instagram account for Norfolk Taproom. This account will
appeal to the modern craft beer drinker.
Showcase new beers and tap rotations
i. Green Flash Tangerine Soul Style IPA
ii. Green Flash Passionfruit Kicker American Style Pale Ale
iii. Goose Island Bourbon County Bourbon Barrel Aged Stout
iv. Greenbrier Valley Brewing Wild Trail Pale Ale
v. Greenbier Valley Brewing Mothman Black IPA
vi. Evolution Pine’Hop’le Pineapple IPA
Servers to write amusing sayings on daily specials board to be
shared
i. “Buy one beer for the price of two and get the second beer
absolutely free!”
ii. “Roses are red, violets are blue, poems are hard, BEER”
Market Daily Events
i. Create graphics to spread the word about Bar Trivia Live on
Monday nights
ii. Showcase local artists live music on Saturday nights
iii. Advertise Sunday burger and wing specials to bring in a new
crowd for football Sundays
iv. Advertise happy hour
Showcase menu items
i. Take appealing photos of burgers, appetizers and other
menu items to bring in hungry customers
Show your staff
i. On days such as Halloween, Christmas Eve, New Years Eve,
etc share photos of the staff enjoying themselves and
working hard
5. Create Hashtags relevant to the industry
i. #NorfolkLovesBeer
ii. #TapRoomTapTakeOver
How to gain followers
i. Write it on the daily specials board (inside & outside)
ii. Create small cards to place in check presenters will all
Norfolk Taproom social media names
iii. Follow other bars and breweries in the area
iv. Follow regulars/customers
Twitter
1. Create a twitter account for Norfolk Taproom. Twitter will serve as a
communication medium to reach a broad customer base using the
retweet feature as well as tagging other businesses and organizations in
the area.
Begin by following other businesses, breweries, bar and restuarants
Follow customers of the restaurant
i. Create a personal relationship by tweeting things like
“Thanks for following @JohnDoe, come in and see us for a
pint!”
Polling feature allows customers to answer questions directly from
the business. The question, potential answers to the poll and
length of the poll can be chosen by the account posting
6. Create strong twitter relationships to foster retweets spread posts
further
Create promotional flyers about events to be posted on the account
Use twitter to spread the word about new beers, menu items and
weekly events
Facebook
1. Revamp the current Facebook page for Norfolk Taproom.
Option 1: Attempt to gain access to current account
i. Compose an “About Me” section to describe the restaurant
to potential customers
ii. Respond to positive and negative reviews accordingly
iii. Post promotional flyers
iv. Spread awareness about new beers, menu items and weekly
events
Option 2: Start a new Facebook page and try to transfer
information
Other Marketing Techniques
1. Contact local breweries (O’Connors, Smartmouth, Commonwealth, Back
Bay, Pleasure House) to do Tap Take Over
This will improve or create relationships with local breweries
Customers of those breweries would come to have their favorite
beers at Norfolk Taproom
New variety of beer to market via social media
New chances to connect with breweries via social media
2. Team up with other local bars and breweries and create themed bar
crawls
Norfolk residents love to participate in Granby Street bar crawls
7. Brings in a lot of business
Brings in new customers and creates a good reputation with new
clientele
Potential themes
i. Decade themes (20’s, 50’s, 70’s, 80’s, 90’s)
ii. Pajama theme
Conclusion
Norfolk Taproom will benefit from using these multiple social media marketing
channels as well as alternative marketing techniques. These techniques will
bring in new clientele and improve relationships with other local businesses.
