Online Situation Analysis of a local restaurant. Using a example of a leading competitor in the industry to develop social media objectives

1. DIGITAL MARKETING
PIMENTO
ROLE
MODEL

2. ROLE MODEL
INDUSTRY
Restaurant
Events Venue
Catering
DIGITAL MARKETING

3. MARKETING
MIX
REMIX
DIGITAL MARKETING
4 E's
5 I's 4 C's
7 P's
INTEGRATE | ANALYSE

4. DIGITAL MARKETING
MARKETING
MIX
Tailor product to customer needs and wants
Provides relevant information - includes menu, prices,
location
User friendly website with tabs enhances the experience
PRODUCT | IDENTIFICATION | EXPERIENCE | THE OFFER

5. DIGITAL MARKETING
MARKETING MIX
Price transparency - Bocadillos
clearly indicates all prices
N/A - Products not sold online
PRICE | COST TO CUSTOMER | EXCHANGE
*Screen-grab of Bocadillos breakfast menu

6. DIGITAL MARKETING
MARKETING
MIX
PLACE | CONVENIENCE | EVERY PLACE | METHODS OR TOOLS
Location indicated on website
N/A - Distribution is not online
*Screen-grab from Bocadillos website

7. DIGITAL MARKETING
MARKETING MIX
PROMOTION | INTEGRITY | EVANGELISM |
COMMUNICATION | METHODS & TOOLS
Social Media - Facebook, Instagram, Twitter, Pinterest
Branding - consistent colour scheme and logo on posts and across platforms
Marketing communication - Events communicated

8. DIGITAL MARKETING
PROMOTION | INTEGRITY | EVANGELISM |
COMMUNICATION | METHODS & TOOLS
Social Media - Facebook, Instagram, Twitter, Pinterest
Branding - consistent colour scheme and logo on posts and across platforms
Marketing communication - Events communicated

9. DIGITAL MARKETING
MARKETING MIX
Leave comments on blog posts
Links to social media
Facebook - Very Responsive
PEOPLE | INTERACTION

10. DIGITAL MARKETING
MARKETING
MIX
PHYSICAL EVIDENCE | INTEGRATION
Integrated - branding consistently communicated on all
platforms
Pleasant online experience - easy to navigate
Right touching - links directly to posts and pages

11. DIGITAL MARKETING
MARKETING MIX
PROCESS | INDIVIDUALISATION
Customer Focus
Allows customers to make individualised booking

12. INTRODUCTION TO THE COURSE
DIGITAL
MODELS
MODELS | PROS & CONS
HOW
PROS
Increased Exposure
Easier for people to find
the brand on media
CON
Website - Media might not
be consistent
ATTRIBUTION MODEL Links to social media
Multiple info platforms incl.
website, Facebook,
Instagram and Pinterest

13. INTRODUCTION TO THE COURSE
DIGITAL
MODELS
MODELS | PROS & CONS
HOW
PROS
Expose brand to wider
audience
Cheaper than other
marketing activities
CON
SOCIAL MEDIA MODELS
Extend reach with multiple
platforms
Two separate Facebook
pages for each branch
Time intensive
ROI is difficult to measure

14. INTRODUCTION TO THE COURSE
DIGITAL
MODELS
MODELS | PROS & CONS
HOW
PROS
WOM Exposure
CON
SOCIAL BUSINESS MODELS
Negative Exposure
WOM can ruin a brand
Engagement encouraged
through comments on
blog, and social media
Asking questions through
Instagram posts
e.g. Spot the difference,
what's the best dish

15. INTRODUCTION TO THE COURSE
DIGITAL
MODELS
MODELS | PROS & CONS
HOW
PROS
Grabs customer attention
to communicate the
brand's message
CON
CUSTOMER INFO PROCESSING MODELS
Clutter
Messages on each
platform - relevant ito of
length
Brand colours evident on
all platforms

16. INTRODUCTION TO THE COURSE
DIGITAL
MODELS
RECOMMENDATION | PROS & CONS
HOW
ONLINE REVENUE MODEL
Additional revenue
generated through CPM
advertising on the website
e.g. Advertising brands that
the restaurant makes use
of
We use
Robertson's Spices
for flavourful food

17. DIGITAL MARKETING
THANK
YOU!