Digital marketing lever cluster for a small burger van located in Manchester. This cluster was to increase awareness of the brand and generate leads.

1. Section A | Task 2: Create combinations of levers to use for acquisition, conversion and
retention
Digital Marketing Lever Cluster/Combination
Which target audience? People working on or near Oxford Road lookingfor lunch alternative,who
search for ‘burgers manchester’ in Google
Which relationship
stage?
Acquisition –Engagement in Hourglass
Levers
Which specific product
levers?
Core benefits: food, satisfy hunger,convenient location;Basicproductfeatures:
tastes good, affordable;Augmented product features: recyclablepackaging,no
cleanup
Which specific pricing
levers?
Bundle lunch deal – Burger, chips and hot drink £4 (Cheaper than alternatives
Pret a Manger, McDonalds and Chilango’s Burritos on Oxford Road)
Either a or b:
a) Which specific
organic tactic?
Google + listing –shows Couch Potato in results when users search key term:
‘burgers manchester’
b) Which specific paid
tactic?
N/A - UsingOrganic Tactic
Which single channel? Google Results Page
Which single Branding
Lever?
Brandingwould not help atthis stage as itis a small business
Digital Marketing Lever Cluster/Combination
Which target audience? People working on or near Oxford Road lookingfor lunch alternative,who
search for ‘burgers manchester’ in Google
Which relationship
stage?
Acquisition –Engagement in Hourglass
Levers
Which specific product
levers?
Core benefits: food, satisfy hunger,convenient location;Basicproductfeatures:
tastes good, affordable;Augmented product features: recyclablepackaging,no
cleanup
Which specific pricing
levers?
Bundle lunch deal – Burger, chips and hot drink £4 (Cheaper than alternatives
Pret a Manger, McDonalds and Chilango Burritos on Oxford Road)
Either a or b:
a) Which specific
organic tactic?
Google + listing –shows Couch Potato in results when users search key term:
‘burgers manchester’
b) Which specific paid
tactic?
N/A - UsingOrganic Tactic
Which single channel? Google Results Page
Which single Branding
Lever?
Brandingwould not help atthis stage as itis a small business

2. Digital Marketing Lever Cluster/Combination
Which target audience? People working on or near Oxford Road lookingfor lunch alternative,who
search for ‘burgers manchester’ in Google
Which relationship
stage?
Conversion – Adoption in Hourglass
Levers
Which specific product
levers?
Basic productfeatures: tastes good, affordable;Augmented productfeatures:
recyclablepackaging,no cleanup
Which specific pricing
levers?
Targeted promotions advertised through blog posts e.g. take a friend to the van
and tell them ‘we are burger bros’ for a free burger
Either a or b:
a) Which specific
organic tactic?
Write blogposts about new products, competitions and events that Couch
Potato will be sellingfood at
b) Which specific paid
tactic?
N/A - UsingOrganic Tactic
Which single channel? Website landingpage
Which single Branding
Lever?
Brandingwould not help atthis stage as itis a small business
Digital Marketing Lever Cluster/Combination
Which target audience? People working on or near Oxford Road lookingfor lunch alternative, who
search for ‘burgers manchester’ in Google
Which relationship
stage?
Retention – Advocacy in Hourglass
Levers
Which specific product
levers?
Photos of customers with products can be reposted on Instagramto encourage
loyalty and allows sharingwith friends
Which specific pricing
levers?
Competitions on Instagramto encourage followers to stay engaged and return
e.g. ‘Easter egg hunt’ where followers have to find eggs in pictures over a week
and those that complete each day win a ‘beast bigbreakfastburger’
Either a or b:
a) Which specific
organic tactic?
Instagramstory showingcustomers buyinglunch/burger van ata local event
b) Which specific paid
tactic?
N/A - UsingOrganic Tactic
Which single channel? Instagram
Which single Branding
Lever?
Brandingwould not help atthis stage as itis a small business