Wednesday, September 2, 2015
Week 8 EOC: Creative Content
For my pop up, I plan on finding an image and photoshopping my logo for "T-Burger" on the photo. Seeing as I am better with photoshop than actual photography, I plan on basing most if not all of my creative content on imagery, and graphics. I plan on making the employee name badges, potentially pairing a uniform with it seeing as the badge is a major part of the concept. I also plan on making the cover of the take out menu I will be offering along with my pop up. The take out menu will be for those who are unsure where we'll be next and would like to call to order at a later date or even those that want to come back later on in the day and just want to take a menu with them. The uniforms will be rather important as well, with the employee's favorite meal being placed on their badge, it should be show properly and is a key element to the pop up. Uniforms are often overlooked when it comes to food, the only memorable uniform that I think of immediately being hot dog on a stick. And while I don't want to embarrass my employees in such a manner, I want people to recognize my pop up immediately from simply looking at those that work there.
Price
For what I am offering I do not anticipate having very high prices. With it being a pop up, it's not an extremely elegant dining experience. Burgers are normally around $5 each and $7 for a full meal. Some ingredients may cost more than others so those will obviously more expensive than others. Unlike Whole Foods, I don't want to overcharge my customers. "Kroger uses the data mining results, augmented with customer interviews, to guide strategies for tailored promotions, pricing, placement, and even stocking variations from store to store. Kroger says individual treatment builds loyalty by creating more value for customers and making them feel more appreciated. " We all plan to keep our customers, so I ask for a lot of feedback from those that come to eat at my pop up. "We continue your marketing journey with a look at a second major marketing mix tool—pricing. If effective product development, promotion, and distribution sow the seeds of business success, effective pricing is the harvest. Firms successful at creating customer value with the other marketing mix activities must still capture some of this value in the prices they earn."
Promotion
Social Media is a very popular point in this generation, making twitter, instagram, and facebook all focal points in every business. For instagram I plan on having a meal of the day, posting an image of the meal that is being offered. Unlike most places, the meal of the day isn't a one time only kind of thing. It will be offered regularly just highlighted for the time being. "Promotion means activities that communicate the merits of the product and persuade target customers to buy it. Ford Motor Company spends more than $2 billion each year on U.S. advertising to tell consumers about the company and its many products. 15 Dealership salespeople assist potential buyers and persuade them that Ford is the best car for them. Ford and its dealers offer special promotion—sales, cash rebates, low-financing rates—as added purchase incentives." While I cannot offer as much money in promotions, I can offer an expertise on all social media aspects. Even having a snapchat run by management to focus on the fun environment.
Product
As a food service, my product is ideally going to be food. I am offering tastes of foods from different coasts of the US. The dining experience will primarily be outside, but the food will be made to order. I am sure I will garner more customers due to the the pitch of the pop up. I hope to remind the many people of Las Vegas of their previous homes. People in Las Vegas generally come from other states and the product will be burgers and sandwiches. The California will be a chicken sandwich with avacado spread, due to California's health kick. "Marketing must then convince buyers that the product's value at that price justifies its purchase. If the price turns out to be too high, the company must settle for lower markups or lower sales, both resulting in disappointing profits." I do not plan on offering a product that is not worth the price.
Target Marketing Strategy
The book goes in detail about customer driven marketing. The consumer is the most important part of any business. I am targeting my pop up mainly toward tourists and those who are from out of state, but I will offer a discount on the meal of the day when it comes to locals, but I am definitely aiming toward tourists and those that are not initially from Las Vegas. "Once it has chosen a position, the company must take strong steps to deliver and communicate the desired position to target consumers. All the company’s marketing mix efforts must support the positioning strategy." I fully plan on supporting my marketing strategy by tagging with posts as well as advertising on the strip, which is essentially the most tourist driven part of Las Vegas.
Objectives
My objective with this pop up is to bring a new dining experience to Las Vegas. I plan to make it possible that people can come to Las Vegas and experience a piece of their respective homes while they are in Las Vegas. I do not wish to completely leave out locals as a whole, but I do wish to make tourists feel more welcome in Las Vegas, which is often harder to do for people visiting the city. As a native, I am aware how tourists are seen and viewed in the city, hopefully feeling more welcome at the pop up. As well as Vegas natives to get an understanding of the different tastes of America. "Concentrated marketing involves focusing on only one or a few market segments. " Which I do not plan on doing with my pop up. I plan on offering a joyous experiences.
Business mission statement
T-Burger plans to bring the tastes of America to your city. With a great understanding of the many cultures that blend America as a whole, I plan on sampling a piece of each coast, and placing it on the menu for those in Las Vegas to enjoy. As a city that holds many people from many walks of life, we can appreciate what the US has to offer.
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