2. TOMA
• A sari-sari store style drinking spot inside
Cubao Expo.
• Open: Tuesday – Saturday 4:00pm- 1:00am;
Sunday 12:00pm – 8:00pm
• Location: Unit 9-10 Cubao Expo, 3 General
Romulo Avenue, Cubao, Quezon City,
Philippines
• FB Page:
https://www.facebook.com/TOMAmanila/
• IG: tomacubaox
3. Applying Digital Marketing Theories
• To advertise TOMA, the theory in use that I plugged in my Marketing Plan is
Omnichannel Marketing. I used this Strategy since before we were only
using “offline” channel through word of mouth through events that are ran
by supportive friends and partners of the business. By using Omnichannel,
we now use “online” channel as well through our FB page and our
Instagram account. In here we post promotional campaigns for drinks
(example, San Miguel Beer’s promo last October for Buy 1 take one) and
our new facebook ad campaign titled “TOMA TAYO” with a caption, “Lalaki
na ang TOMA”.
• With running both Offline and Online Marketing, this is also a way of
integrating Traditional and Digital Marketing that can help us achieve the
Five A’s (Aware, Appeal, Ask, Act and Advocate) customer path.
4. Plan & Objective
• The objective of the campaign is to increase Brand Awareness.
• The partners wants to increase awareness through promoting the
upcoming expansion and obtaining more likes and shares from loyal
customers and their connections. In this way, we can let people know that
there is this sari-sari type of bar that is situated in Cubao Expo (Art &
Culture Hub) that can cater to them.
• This is also to build customer loyalty (by ongoing expansion), create
attraction (new customers), trigger curiosity (for friends of loyal customers
through ad campaigns and word of mouth) and build brand affinity for
continuous support of bar in our future expansions in other locations.
• Alternative solution will always be Offline Channel & Personal marketing
campaigns through word of mouth.
5. Facebook AD CAMPAIGN: TOMA Tayo!
• The ad was meant to be “Tumatayo” in which captures
the headline “Lalaki na ang TOMA”. This is the way we
address patrons and targeted customers that the
current location in Cubao will now be bigger to
accommodate customers. Plus there are plans of
expansion in other locations such as Poblacion, Makati
and San Juan, La Union.
• The FB Ad Campaign was set to 2 AD Sets (AD SET A &
B).
• AD SET A: Tropa
- Caters to customers and friends of customers who are
18-65 years old (both Male & Female) and located in
Quezon City with target audience of Artists, Art,
Drinking, Films, Hanging out with friends, Musci,
Musicians, Skateboarding, Graffiti, Painting, Streetwear,
Streetwear shop, Street Food, Dimsum, San Miguel Beer,
Red Horse Beer, Drinking Establishment, Bike, Bikers,
Motorcycle, Fixed-Gear bikes, Student and Professionals.
6. Facebook AD CAMPAIGN: TOMA Tayo!
• AD SET B: TumuTropa (friends of Tropa and in location
based in Manila)
- Caters to customers and friends of customers who are
18-65 years old (both Male & Female) and located in
Manila area with target audience of Artists, Art,
Drinking, Films, Hanging out with friends, Music,
Musicians, Skateboarding, Graffiti, Painting, Streetwear,
Streetwear shop, Street Food, Dimsum, San Miguel Beer,
Red Horse Beer, Drinking Establishment, Bike, Bikers,
Motorcycle, Fixed-Gear bikes, Student and Professionals.
• Both ads are ran in FB Page and on Instagram account
starting January 13, Monday 5:00pm until January 16,
Wednesday 5:00pm
• Budget was put in Lifetime budget for both ads set to
PHP 400 each for the duration of the campaign.
7. Results
• 87, 968 people REACHED through the
Ad campaign (32% on Women and 68%
on Men)
• Increased of Ad Recall lift by 36%
(Women) and 64% (Men).
• Comparing the # of Reach with
Facebook and Instagram, Instagram is
still low and can be of an opportunity
platform on our next ad campaigns.
9. Results
* Comparing the 2 Ad Set Campaigns, Ad SET B has more impressions (50, 168) than Ad SET A (47,445). This might
be due to more of the target audience resides in Manila compared to Quezon City.
11. Lessons Learned: Planned vs. Result
• Facebook Campaigns are easy to manage and accessible anytime for ad
campaigns and ideas. This is also the fastest way to boost and reached
target audiences in specific locations.
• People are responsive to Facebook Ad Campaign since most of them are
connected in the Digital world.
• Precise content, brief and appealing caption and headline always strikes
best the attention of your audience.
• Through analyzing results of Ad campaigns, owners and Marketing
people can always create and boost ideas on how to strategize their next
ad campaigns.
12. Future Plans
• TOMA given the opportunity to locate a spot in Poblacion and
La Union (in the works now) will build 2 more additional bars on
our chosen location.
• The bar openings and promotions on events will still be
launched via FB Ad Campaigns and Instagram posts. Personal
Marketing (word of mouth and use of personal accounts) will still
used by the owners for promoting.
