CHAN Cho Ki Zoie, CHAN Hei Ching Queena KEI Ho Kwan Janice, LAW Yuen Fong Isra WONG Tsz Yan Emily Byte Café
Old City• Living: Elderly• Working: Young Professional• Coffee drinkers• Technology• Café + Gadgets = Byte Café
Byte Café• Café: - General beverages, snacks - Hong Kong style milktea• Store: - Selling gadgets - As a platform to try latest technological products
Byte Café• WiFi service• Laptops• Multi-touch tables - 6 customers - play games - watch videos - surf internet - e-menu
Style of Byte Café• Retro• Sophisticated• Cool• Design of 1930 -1980s• Perfect match of old city
Style of byte cafés’ product• Retro style• Retro style portrait printed on products
Decoration of café• Vintage colour• Enhancing elements: – Vintage colour for internal walls of the shop – Old poster posted on the wall – Pattern floor tiles
Store Target Market young professionals 20-35 years old with satisfactory incomes more likely to use the high-tech products more affordable for them often enjoy their after work hours in the café are not high-end fashionistas care about quality, comfort and vintage
Store Name “Byte Café” refers to the computer term “byte” represents a very small unit of the computer memory storage sell small computer stuff similar pronunciation to the word “bite” indicates that food will be available in the café
Tech exhibition• A platform to display and share the knowledge of the latest technology• Held not only on the opening day, but once a year• Invited spokespersons from different manufacturers and companies and introduce and display their products• All visitors get a chance to try out the new products• Visitors could participate in it by submitting their ideas or their technological work for people to appreciate• At the end of the event, the most innovative products would be chosen through voting and the winner will earn a prize• Snacks and beverages are provided for free during the event• Purposes is to make Byte Café a hot topic in town and the strengthen the theme of combining technology and traditional stuff
Promotional Plans• A media kit is a package of information about a company given out to media workers.• Media Kit of Byte Café – Press release about the open day of Byte Café – The inner environment of Byte Café – The branding and aim of Byte Café – The detailed menu and price for various services – The information of products available in Byte Café – Activities that will be held, such as discount day etc. – The partnership of Byte Café with different companies
Promotional Plans• Other accessories – Leaflets – Active talking staff – Coupons that will be issued through newspaper and magazines
Promotional budget• Promotional budget Cost of print promotions - HKD $30,000 for print ads in Wired, PC World, PC Magazine. Cost of website and management- HKD $10,000 Salary for staff distributing leaflets- HKD $20,000 Cost of coupons in newspapers- HKD $5000• Cost of special event (Exhibition) Wine, drinks and snacks: HKD $10,000 Invitation of spokesperson : HKD $50,000 Hiring PR company for the event: HKD $10,000 Hiring event 15 helpers: HKD $10,000 Hiring DJ to play music: HKD $10,000 Cost of prize for competition winner: HKD$2000 Total Cost for the night: HKD $92,000
Social Media Strategy• Step one: Assessment• Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs etc.• decided to put ads on facebook to attract people to the special event and also buy our products.
Knowing our audience• five major benefits• Laser focus• Break barriers• Language• Empathy• Positioning
Step two: Identify goals(themes)• Our themes for this project is “awareness”, “sales” and “loyalty” .• Sales- look at click rates, social e-commerce sales and conversion rates. Awareness- measure growth , engagement, brand awareness Loyalty- engagement, sentiment and influence.
Step three: Implementation• Integrating social media on website with icons. • contests or promotions- special event • Showcase your expertise- competition during special event • Promote networks consistently- add network links to emails and business cards
Step four: Monitor• evaluate our progress and tune in the details.• brainstorm new ideas.