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Adv420 final
- 1. FOR THE SUCCESSFUL DIGITAL MARKETING <PAPA JOHN’S PIZZA> JAEYEON SHIN
- 2. TARGET AUDIENCE College & High school students 71% of student value speed of delivery highly Surround them with promotional coupons to attract more students to the store Families Need to show them that Papa John’s is a healthy alternative to home cooking 44% of families pick up frozen pizza from grocery stores and we are looking to change this
- 3. SUCCESSFUL DIGITAL MARKETING STRATEGY Social Media Google Adwords Mobile App
- 4. SOCIAL MEDIA • Facebook page, Instagram, Tweeter • Update the new post regularly • Target people on holidays with the post related to the holidays
- 5. SOCIAL MEDIA • Strength • The targeted audience can get the information unexpectedly • Advertise on social media • To advertise the company to the random audience. • Two payment method Pay for impressions (CPM) Pay for clicks (CPC) CPC pricing can be safer Can set a maximum big that will guarantee profitable results.
- 6. GOOGLE ADWORDS • The system Google has developed to assist in marketing products or services in the Google Search Engine, and its affiliate sites, via the use of a placed text ad that appears when people search for phrases related to the offering
- 7. MOBILE APP • Make online ordering easier • Give out 10% off coupon to downloader • Can order menus & get the information of new menu items and event
- 8. KEY PERFORMANCE INDICATORS Goals 10% increase of total sale after using digital marketing Success Success of the campaign will be measured by the number of visitor of the page and followers and how much app downloads were made. But the most accurate way will be sales number.
- 9. BUDGET Facebook Page, Tweeter, Instagram No extra cost needed Facebook Advertisement & Google Adwords Pay $2 per click Mobile App Can range from $50,000 - $ 250,000 Costs can grow exponentially if we need that app to support multiple mobile device platforms
- 10. SUMMARY By using these digital marketing strategies, I can definitely say we will see the increase on our sale. Social media marketing is now must-needed strategy to communicate with customers. All these three digital marketing strategies are in the middle of current trends. By just using those, I can say the campaign is a success.
Editor's Notes
- My name is Jaeyeon Shin and today I’m going to tell you guys about the successful digital marketing tips for Papa John’s Pizza.
- Our company’s biggest target audience will be college and high school students. According to Mintel Reports, 71% of student value speed of delivery highly in their purchase power choice. These students are very likely to change over to purchase Papa John’s pizza if they believe they have the best deal, therefore, we surround them with promotional coupons to attract more students to the store. Next target audience will be Families. Families choose to order pizzas for their families because of toll of the daily grind, and their lack of energy to be creative when feeding their families, and we want to show them that Papa John’s is a healthy alternative to home cooking. In the Mintel Report, 44% of families pick up frozen pizza from the grocery stores, and we are looking to change this.
- Since our biggest target audience is college and high school students, we will use social media as a biggest digital strategy. Nowadays, most of college and high school students have their own social media accounts such as Facebook, Tweeter and Instagram. We are going to make Facebook page and update the new post regularly. The post will include information about a new product, the events going on currently and new promotions. And do the same thing on Instagram and Tweeter. On holidays, we are going to post about the holidays and relate those holidays with our products. For example, on Halloween days, we post like “Better Pizza is the ultimate treat. Happy Halloween!”
- The strength of social media marketing is the targeted audience can get the information unexpectedly. We also can advertise on social media. Advertise through the page will be cost nothing but the customers need to search to find information. However, to advertise the company to the random audience, we need to pay to social media. We can either pay for impressions (CPM) or pay for clicks (CPC). CPC pricing can be safer, at least we are paying only when users click, and if we know our conversion rate, we can set a maximum big that will guarantee profitable results.
- The other digital strategy will be Google Adwords. Google Adwords is the system Google has developed to assist in marketing products or services in the Google Search Engine, and its affiliate sites, via the use of a placed text ad that appears when people search for phrases related to your offering, this appears as a “sponsored link”. For example, when people search as “late night snack” on Google, our company’s name and website URL will be come out.
- As of the end of 2013, 45% of Papa John’s sale was from online. To make this online ordering easier, we are also going to make a mobile app. For the customers who download the app, we are going to give out 10% off coupons. Customers can order pizza through the app, also they can find out the information of new menu items and new events. Digital ordering is not just another channel. In addition to convenience, the browser, tablet and smartphone interfaces tend to drive higher order value because the customer can see a broader menu of offerings than come to mind when calling it in. Papa John's does not discuss which of the screens is driving more sales, but Jim Ensign, VP of global digital marketing, says “mobile is growing very fast, as is the tablet.” He sees tablet ordering sharing more with the desktop but also having some of its own patterns in ordering and customer profile. And he says that like the hotel industry where mobile helped boost same-day booking, the pizza industry sees mobile platforms opening up new revenue and ordering opportunities that may not have been there before.
- We are going to know this strategy really works or not by the number of visitor of the page and followers and how many app downloads were made. However, the most accurate way to know this campaign is a success or not is knowing by the increased percentage of sales since the digital marketing started. My personal goal and hope will be have more than 10% increase of total sale after using digital marketing.
- The budget of these digital marketing strategies will not be ENORMOUS than what we really get after it. For Facebook advertisement and Google Adwords, we are going to pay $2 per click. And there is no extra cost for making Facebook, Instagram and Tweeter page. We just need to upload the post on regular basis. For making a mobile app there really aren't any hidden feeds except the $99 Apple will charge us per year and the 30% cut they take for each sale we make. Everything else will be in development, desing, and IT architecture(hosting, servers, etc). The totla cost of an app can vary based on all the different variables. It can range from $50,000 to $250,000. Those costs grow exponentially if we need that app to support multiple mobile device platforms.
- By using these digital marketing strategies, I can definitely say we will see the increase on our sale. Social media is now must-needed strategy to communicate with customers. All these three digital marketing strategies are in the middle of current trends. By just using those, I can say the campaign is a success.