1. Digital Marketing Presentation

2. Biggby Coffee
 Founded in March 1995 by Bob Fish and Mary Roszel
 Based in East Lansing, Michigan
 Locations in Michigan, Ohio, Illinois, Indiana, South
Carolina, Texas, and Wisconsin
 Fastest growing coffee retailer in the Midwest

3. Challenges Goals
Many Competitors Differentiate from competitors
(Starbucks, Caribou)
Difficult to break into large markets Persuade franchisees for larger markets
(New York, California)
Gain national attention Use social media and internet
marketing to begin a national campaign

4. Main Theme of Strategy
 To distinguish Biggby from other coffee retailers and
help them expand into new markets.
 Target 18-40 year olds
 Create personable, comfortable relationships with
customers
 Continuously develop and expand online presence

5. Social media presence
 Blogging
 Regularly post new blogs
 Feature employees on the blog and let customers get to
know more about them
 Twitter
 Reward customers for tweeting about Biggby
 Open a line of communication, let customers know they
can tweet you about questions, concerns, fun facts

6. Add to current social media roster
 Pinterest
 Create boards that help show off the different aspects of
Biggby
 Trivia board, such as the one used in stores
 What explorer introduced pigs to North America?
 Google+
 Build connections with customers
 Use Google+ Hangouts to be able to reach customers more
directly

7. Mobile Marketing
 Current mobile website allows customers to look up a
franchise or to view the menu
 Include hours for locations
 Create a company-wide Foursquare account
 Allows customers to see if friends are at their location to
“meet up”
 Award coupons to people who visit often

8. Online Advertising
 Google Adwords
 Use keywords to represent company
 biggby, coffee, latte, gourmet coffee, coffee locations
 Sample Ad:
BIGGBY COFFEE
B Happy, Have Fun, Make Friends, Love People and Drink Great
Coffee.
Receive $1 off your next beverage
www.biggby.com

9. Evaluating Success
 Google Analytics
 Measure campaign effectiveness
 Pay-per-clicks
 Monitor impressions
 Quantify social media performance

10. Budget, Allocation, Timeline
 Proposed advertising budget of $100,000
 Allocation
 Hire staff to keep up with social media and track
campaign effectiveness
 Major portion of the budget goes toward Adwords
campaign
 Timeline
 Social media changes immediately
 Adwords campaign for one year