The document outlines a marketing plan for Seoul Sausage food truck to increase awareness and become the go-to catering option in Southern California. The plan includes creating awareness through email marketing, social media, and a website with scheduling. It also proposes hosting a catering event near innovative companies to gain exposure. Finally, providing food samples to additional companies will allow them to experience the brand. The plan aims to acquire and retain customers through various channels while expanding the consumer base with vegetarian options.

1. SEOUL SAUSAGE
SOLSTICE ADVERTISING

2. CHALLENGE

3. OBJECTIVE
1. Create awareness for Big Papa
2. Become Southern California’s go-to food
truck for catering events and meal options

4. RESEARCH METHODS
1 Survey
2 In-depth Interview
5 Field Observations
Google

5. INDUSTRY RESEARCH

6. INDUSTRY RESEARCH: FACTS
● 20% of consumers have never heard of
food trucks.
● 33.3% of people aware of food trucks
have never purchased from one.
● 70% of non-users are hesitant to make a
purchase from a truck.

7. INDUSTRY RESEARCH: FACTS
● 73% of consumers
first are
introduced to
food trucks they
frequent by
seeing it on the
streets

8. INDUSTRY RESEARCH: FACTS
● Over 60% of consumers aged 18-44 were
willing to go food trucks (compared to 38
percent of 65 and older)
● Only 27% of lunch customers eat at food
trucks more than once a week.
● 70% of Dinner customers eat at food
trucks less than once a week.

9. INDUSTRY RESEARCH: FACTS
According to one study, the three
most important attributes of food
trucks are:
Quality
Value
Speed

10. INDUSTRY INSIGHT: SURVEY RESULTS
Three words that
come to mind when
you think of a food
truck...

11. FIELD OBSERVATION: COMPETITION
Consumers seek out
Kogi for regular
items that they
favor.
Weekly schedule
posted ahead of
time, so it is easy
for consumers to
find them.
Strategic about
locations.
Kogi has a strong fan
base that actively
seeks them out.
Drivers are friendly,
make eating a social
experience.
Gained popularity by
parking in unique
locations (example:
outside of a club at
2 am).

12. PRODUCT RESEARCH

13. Vegetarians always
expect little from
non-vegetarian-
centric restaurants
let’s be different
JENNIFER
Los Angelino vegetarian “foodie”

14. PRODUCT INSIGHT
● Creative clientele = creative foods
● Tasty items, but very heavy
o Los Angelenos are health conscious
o Provide lighter meal options
o Vegetarian sausage = lighter alternative,
reaches a wider consumer base
o Lighter options are essential for catering

15. CONSUMER RESEARCH

16. CONSUMER RESEARCH
We studied our consumers through a survey
distributed through various online
platforms, as well as 5 field observations:
o LA Live
o Meltdown Comics
o Seoul Sausage Breakfast on Sawtelle
o Seoul Sausage restaurant
o Kogi BBQ Lunch on Abbot Kinney, Venice

17. SURVEY RESULTS
Of our respondents:
● Only 25% have heard of Seoul Sausage
● However, of those who never heard of
the brand, 70% were interested in
trying it.
● 50% of respondents go to food trucks
less than once a month.

18. Would you
be willing to
follow Seoul
Sausage on
Social Media
to receive
daily food
truck
locations and
special
deals?

20. What
types of
social
media do
you use
on a daily
basis?

22. FIELD OBSERVATION: LA LIVE
● Low foot
traffic
● Hidden
location
● Did not reach
target market

23. FIELD OBSERVATION:
MELTDOWN COMICS
● Success!
● Reached
target market
o Creative
individuals
● Just
convenience?

24. FIELD OBSERVATION:
BREAKFAST ON SAWTELLE
● Differentiation
● Reaches target
market
● Next step →
branch out of
Sawtelle

25. CONSUMER INSIGHT
● Who is the Seoul Sausage
consumer?
o Demographics
 Age: 18-35
 Average income: $55-100k
 Location: Southern CA
o Psychographics
 Creative individuals!
 Adventurers, open to new things
 Heavy social media users

26. “We always love it when
we get word that our
potential clients are
fans of our work, or
heard great things about
our truck. If we can do the
same, for example,reach out
to Google, or KROQ or some
organization and let them
know how we think they’re
great and would love to
work with them, well
it just makes sense”
PAUL- EMPLOYEE W/ + SEOUL

27. MAIN IDEA
FEED YOUR CREATIVE SEOUL

28. OBJECTIVE 1
Create consumer awareness of Big Papa through
website, social media, and email marketing

29. CREATIVE 1: FEED YOUR SEOUL
EMAIL BLASTS:
Feed your Seoul.
(with the freshest)- for local fresh ingredients
Feed your Seoul.
(with knowledge)- for educational email blasts
Feed your Seoul.
(and your pockets)- for discounts/specials/promos

30. CREATIVE 1: EMAIL BLAST

31. MEDIA 1
Email Blasts- 1 per week
● MailChimp: can attain a free subscription or sign up for as
little as $10/mo
● Campaigner: Up to 1,000 emails for $20/mo.
● Constant Contact: Regular email plan starts at $20/mo. (from
0-500 contacts), $35/mo. (from 501-2500 contacts)
Email Acquisition
● Post on social media platforms about __% off on website pop up
● Truck/In Store- Fill out sheets for customers to leave email
o Incentive- email blasts with promotions & discount offers

32. MEDIA 1 cont’d
Social Media
● Twitter, Instagram, Facebook, SnapChat
o Giveaways
 Take a pic of food in front of Big Papa and upload (on Twitter
or IG) for chance to win a free meal
 Best meme uploaded on IG or Twitter with specific hashtags
wins a free meal
o Combating beliefs
 Post more pictures of inside of truck and food being prepared
on trucks
 Use social media platforms to highlight healthy ingredients
Website Updates
● Truck Scheduling

33. OBJECTIVE 2
Make Big Papa the go-to catering
option for Southern California’s
most innovative companies’ events

34. CREATIVE 2: EVENT
WHERE?
Park food truck near their workplace- The Reserve
WHO?
Surrounding companies
WHEN?
After work- around 5pm-7pm, mid July
HOW?
First 40 people of each company receive color coded
tickets
WHY?
Exposure & Catering connections

35. CREATIVE 2: EMAIL BLAST

36. CREATIVE 2: HANDOUT
SIDE 1
SIDE 2

37. MEDIA 2
Printing Costs for 250 print ads
Staples
● $279.99 (black and white)
● $300 (color)
Fedex Kinkos
● Full Page: $149.99 (color)
● Half Page: 79.99 (color)
**UPrinting
● Full Page: $175.88 (color)
● Half Page: $53.54 (color)

38. MEDIA 2 cont’d
Press Release Websites
● iReach
o Package 1: SearchReach (Get your message on iReach and Yahoo)
$129/release
o Package 2: WebReach (Add an image to your message and drive
even more traffic to your news) $299/release
o Package 3: WebReach Plus (Display your photo and message in
Times Square* and on websites) $399/ release
● Free Press Release
o Free with limited features
o Premium: $19/pr
o customized: $59/pr (all features)

39. CREATIVE 3
Although we might not have been able to target
and invite ALL of the companies we want to
partner with, we still want them to be able to
experience Seoul Sausage.
FOR FREE

40. CREATIVE 3: EMAIL BLAST

41. TOTAL COSTS
Creative 1: $120 Annual Cost
Creative 2: $191.33 Campaign Cost +
Food/Operational Costs
Creative 3: Food Sample Costs

42. PERFORMANCE METRICS
Creative 1: customer email capture
Creative 2: # of attendees
Creative 3: # of sample inquiries

43. SUMMARYEmail Marketing-
Customer Acquisition/Retention
Social Media/Website Updates-
Customer Retention
Scheduling on all platforms-
Customer Loyalty
Catering Event-
Brand Awareness
Vegetarian Options-
Wider Consumer Base

44. THANK YOU