GENERAL POINTSWe decided that the main focuses of the strategy would be to... Increase our ratings online Increase our Facebook likes and customer interaction Win the Foodie Awards Ensure of top quality food and service that is what our customers want and will ensure that they become loyal and will return/make recommendations Data capture to build up a database for direct marketing and also to help us better understand the marketAll of the research is done so the strategy needs to be ﬁnalised and put intoaction
OLD BANK INSIDERDesign brief sent to Alison Chill Factor Foodie Awards Reviews Data captureA copy of the Insider must be given with every bill along with a pen so that the customer has theoption to complete their details - the free bottle of house wine oﬀer must be communicated withevery customer upon them receiving the Insider.If the customer decides to complete their details, the member of staﬀ should then write their ownname on the back of the form and then staple a new Insider on to the receipt to maximise theirexposure of the marketing materialIf customer would rather complete their details at a later date, remind them to bring it with them ontheir next visit to still qualify for the free bottle of house wine.
OLD BANK INSIDERAt the end of each week, data must be entered into thesystem and an e-mail needs to be sent to the customerthanking them for their time along with a coupon for freehouse wineA tally of staﬀ members receiving the most ‘sign-ups’ can beused and the highest performer for each week/month couldwin a small prize
FACEBOOK POLICYSee documentNeed to make a Facebook Page and merge with FacebookPlace (https://www.facebook.com/note.php?note_id=10150180074459408) to enable referrals
FACEBOOK SWEEPSTEAKSStarting from Monday 25th July gaining customer ‘Likes’ to Facebook will be a key theme in our strategyWe currently have 127 likesSweepsteaks - upon hitting speciﬁc quantities of ‘Likes’, customers will be chosen at random in asweepstake style draw. Prizes could include:-- Meal for 2 with theatre/cinema tickets - parents- Meal for 5 - families/friends- 50% oﬀ your next bill- drinks, deserts, steaks, startersTargets:- Month 1: 250 likes- Month 2: 350 likes- Month 3: 450 likesLargely promoted online via our site and Facebook. Encourage staﬀ to invite all of their friends.Promotion on local Brighton based forums and Twitter.We need graphics for the Facebook page and perhaps posters in-store
FACEBOOK SWEEPSTEAK COMMUNICATION Old Bank Insider Facebook Page Facebook advertisements Facebook event Staﬀ to promote on their own pages Staﬀ - to - customer conversation Other local Facebook Pages E-mail correspondence (use on free bottle of house wine e-mail too) Local Brighton forums, identify inﬂuencers and invite them in to sample a meal in return for a review under which we can attach current communication MoneySavingExpert
OLD BANK REFEREEPotential campaign for customers to refer their friends andhave a leader board live to the Facebook Page - top 10 at theend of the period will win select prizesCurrently trying to ﬁnd the correct software for leaderboards, so far there has been no luckCould alternatively use screenshots but can be verycomplicated and long-winded, especially to those that havelow disposable timeSo will keep in-mind
OLD BANK CHILL FACTORPlan of Action Create design brief Have Insider and posters produced and used in store Communicate the competition with staﬀ and gage their ownership by getting them to create their own ﬂavours - is it feasible to put these on the menu at cost price? Establish all other communication strategies Constant monitoring of submission numbers to incentive staﬀ if required On closing date all entries to be assessed by panel of judges (Helen, Liam, Old Bank Manager and top performing Old Bank Staﬀ) reduced to 10-15 most feasible entries Voting will begin in-store and on Facebook Page and the customers will be invited in to help us create the ﬂavours and experience the process Have a Chill Factor evening with all top 15 ice cream ﬂavours on oﬀer to ﬁnalists along with their family, friends and other customers - lots of photographs! Accept vote forms in-store but also push the Facebook (almost let them believe that they can use both mediums to gain more votes) use Wildﬁre as a Facebook tool - pricing Announce the winner and invite them to the restaurant for a complimentary meal and to discuss how they wish to use their royalty of 10-20%?
CHILL FACTOR COMMUNICATION Communication Methods Staﬀ - word of mouth and have their own ﬂavours to communicate with customers for inspiration Facebook page and promotional page In-store posters Old Bank Insider Strategic Partnerships - are we going to have local businesses design their own ﬂavour? Local press Local Facebook pages of interest
Include in all communications and in Facebook Policy Create delight = if theyare able to ﬁnd out how to vote, they will iPad? FOODIE AWARDS Stickers? Staﬀ badges? Fear of bombarding customers/staﬀ Potential to host the voting form for Foodie Awards on the site/Facebook page?
PLAN OF ACTIONSweepsteaksChill FactorInsiderWebsite changesFoodie AwardsFacebook PolicyWhich discounts can we now halt?
TARGETSData Capture 35 per week - excluding week 1 which will be 25Facebook Likes - Steady ﬂow of around 150 per month (38 per week)Chill Factor entries 10 per weekFoodie Awards To win!Discounts Less than 5% of sales by end of August - using the wine in Lieu
SITE CHANGESBetter integrate FacebookAdd current promotionsStaﬀ photosRemove reviews and replace with independent sitesIntegration of Foodie AwardsPage for Chill FactorChange email from @btinternet to @oldbankkemptownbrighton.comGet the oldbankkemptown.co.uk or brightonoldbank.co.uk domain - much shortertuesdays