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.

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. 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
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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
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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
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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
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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
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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
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8. Craigs List – 1
• Good representation
– Action: Continue this activity
– Action: Use more examples, other photos
Marketing Plan Review &
Recommendations - Ross RV & Food Carts
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9. Craigs List – 2
• 2nd Priority
– Action: Also post ads here
Marketing Plan Review &
Recommendations - Ross RV & Food Carts
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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20. Recommendations by Priority – 2
Marketing Plan Review &
Recommendations - Ross RV & Food Carts
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• 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. 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
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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
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