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Marketing review and recommendations

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Report for Client Ross RV + Food Carts - Now Food Carts Galore. This report is the result of a consulting job for which Scott Ross contracted but for which he never paid -- even after having a small claims court judgement against him in the Marion County (OR) Court. I publish this only to show the quality of the work since he is now disputing it's worth after promising to pay me three times and not fighting my claim for payment. I's sorry I ever met the man let alone took on the job of trying to help him repair what looks like in hindsight to have been a well-served terrible reputation.

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Marketing review and recommendations

  1. 1. Marketing Plan Review and Recommendations for Ross RV & Food Carts Prepared by: Jon Turino, Marketing Consultant August 10, 2016 Marketing Plan Review & Recommendations - Ross RV & Food Carts 1
  2. 2. Website – 1 • Has lots of good graphics • Is very short on text which makes it less than optimal for Google search results – Action: Add text to Home, Gallery and Services pages • 2 of 4 social media “follow” links are incorrect – Action: Fix social media “follow” links for Google and YouTube Marketing Plan Review & Recommendations - Ross RV & Food Carts 2
  3. 3. Website – 2 • Recently added blog page has no content – Action: Post something of value monthly • Is not named Ross RV’s & Food Carts – This is both a positive and a negative given the negative reviews for Ross RV’s & Food Carts on Google and Facebook • ROAM Conference info “above the fold” – Action: Move down or reduce size and change placement Marketing Plan Review & Recommendations - Ross RV & Food Carts 3
  4. 4. Website – 3 • Old FoodCartsAurora.com site (built by LocalLighthouse?) is old but nicely designed – Action: Use text and other design elements from it to enhance FoodCartsGalore.com – Action: Have it point to FoodCartsGalore.com Marketing Plan Review & Recommendations - Ross RV & Food Carts 4
  5. 5. Google Search Results – 1 • Results for “Food Cart Builders” are OK at best – Actions: (1) Improve website content, (2) add blog content, (3) consider reinstituting AdWords campaign Marketing Plan Review & Recommendations - Ross RV & Food Carts 5
  6. 6. Google Search Results – 2 • Results for “Food Carts for Sale” are poor – Action: Add keywords to website pages Marketing Plan Review & Recommendations - Ross RV & Food Carts 6
  7. 7. Keyword Suggestions • Food Cart Customization • Food Truck Customization • RV Customization • Food Trucks for Sale • Food Carts for Sale • Food Cart Sellers • Food Cart Suppliers • Food Cart Manufacturers • Food Cart Conferences • Food Cart Trade Shows Marketing Plan Review & Recommendations - Ross RV & Food Carts 7
  8. 8. Craigs List – 1 • Good representation – Action: Continue this activity – Action: Use more examples, other photos Marketing Plan Review & Recommendations - Ross RV & Food Carts 8
  9. 9. Craigs List – 2 • 2nd Priority – Action: Also post ads here Marketing Plan Review & Recommendations - Ross RV & Food Carts 9
  10. 10. Social Media – 1 • You are PRESENT on Google and Facebook • You have BAD REVIEWS on both! Marketing Plan Review & Recommendations - Ross RV & Food Carts 10
  11. 11. Social Media – 2 • Actions Needed – Try to RESOLVE the negative reviews to get them improved or removed – RESPOND to the negative reviews to mitigate their negative impact – CHANGE your Google listing from “Ross RV’s & Food Carts” to “Food Carts Galore” and start over – Resolution is best, response is next, change is worst case Marketing Plan Review & Recommendations - Ross RV & Food Carts 11
  12. 12. Social Media – 3 • You have no group or community participation on Google or Facebook – Action 1: Find COMMUNITIES – restaurants, chefs, etc. – on Google+. Join and contribute (using blog post content) – Action 2: Find GROUPS – restaurants, chefs, etc. – on Google+. Join and contribute – Action 3: Find Associations – Join and network Portland Food Cart & Small Business Owners and Advocates Marketing Plan Review & Recommendations - Ross RV & Food Carts 12
  13. 13. Social Media – 4 • Use Hootsuite (or similar) to simplify and expand your social media posts – Posts simultaneously to Google+ and Facebook Marketing Plan Review & Recommendations - Ross RV & Food Carts 13
  14. 14. Better Business Bureau • Not the best situation with 3 complaints • 2 responses, one ignored so far • Grammar! • Spelling! Marketing Plan Review & Recommendations - Ross RV & Food Carts 14
  15. 15. Competitor Review – 1 • Quality Trailers Inc. – 9 Google Reviews, 4.9 Stars Average, 1st on search for Food Cart Builders Oregon – 364 Facebook “Likes,” 15 Reviews, 5 Stars (all) – 16 YouTube Videos – Also in Instagram – Financing through 1st Independent Leasing, Inc. – Inventory Cart Pricing not public Marketing Plan Review & Recommendations - Ross RV & Food Carts 15
  16. 16. Competitor Review – 2 • PDX Cart Builders – 2 Google Reviews – both BAD, 1 Star Average, 2nd on search for Food Cart Builders Oregon – 45 Facebook “Likes,” 7 Reviews – 5 BAD, 2 Stars (average) – 2 YouTube Videos – Also in Instagram, Yelp (3 5-star + 2 1-star reviews), Twitter (86 followers) and Craigslist – Accepts VISA, MasterCard and Discover – Inventory Cart Pricing not public Marketing Plan Review & Recommendations - Ross RV & Food Carts 16
  17. 17. Competitor Review – 3 • Northwest Mobile Kitchens – 4 Google Reviews, 3 5-star, 1 1-star, 3rd on search for Food Cart Builders Oregon – 205 Facebook “Likes,” 15 Reviews, 5 Stars (all) – No YouTube Videos – No presence on other social media sites – Refers financing requests to Trust Capital USA – Cart Pricing not public Marketing Plan Review & Recommendations - Ross RV & Food Carts 17
  18. 18. Competitor Review – 4 • Portland Food Trailers – 12 Google Reviews, 4.9 Stars Average, 4th on search for Food Cart Builders Oregon – 249 Facebook “Likes,” No Reviews on FB – 4 YouTube Videos – No other social media presence – No information on financing options – Inventory Cart Pricing $21,000 Marketing Plan Review & Recommendations - Ross RV & Food Carts 18
  19. 19. Recommendations by Priority – 1 • Correct the Bad Reviews situation – Solicit 5-6 NEW 4- or 5-star reviews, with text • On Google+ and Facebook – Mitigate the current negative reviews if possible • Update the website – Text additions, new blog posts – Fix social media links – New keywords to enhance searchability Marketing Plan Review & Recommendations - Ross RV & Food Carts 19
  20. 20. Recommendations by Priority – 2 Marketing Plan Review & Recommendations - Ross RV & Food Carts 20 • Find customer financing partners – Banks, Leasing Companies, others? • Expand social media activities – Share blog posts – Find and join groups – Use “builders” and “for sale” sections on Craigslist – Consider adding Instagram – Consider reinstituting AdWords campaign
  21. 21. ROAM Conference – 1 • Website does a good job • Facebook does a good job • Consider asking speakers to provide a 1-page summary for a “Proceedings” in addition to the 2-3 sentence blurb for the Program and publicity – Provides material for blog posts – Could be bound and sold (Amazon, Kindle) Marketing Plan Review & Recommendations - Ross RV & Food Carts 21
  22. 22. ROAM Conference – 2 • Post each time something new happens – New exhibitor – New speaker – Update to website • Consider added exhibit fee information on website Marketing Plan Review & Recommendations - Ross RV & Food Carts 22

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