Idea 1: Outward Marketing (above-the-line campaign)
- Somebody in a taco suit offering burrito tasters to attract the attention of passers by and to increase footfall and passing trade
- Offering to take photos with the person in the taco suit and to share their photos on Facebook/Twitter to increase awareness via social media
- An employee/volunteer can stand next to the person in the suit handing out leaflets (that we have produced as part of the campaign)
The chart shows the costs of Option 1. Nanna Mexico have not set a budget for our advertising campaign, however the price for this option is very reasonable in terms of generating profit when comparing the advertising expenditure costs with the potential increased revenue created with this idea.
Risk Assessment:
As this idea involved a worker of Nanna Mexico to be walking around Cambridge, it comes with potential risks:
- If a physical attack was made on the colleague, they would potentially make an insurance claim on the company, this could cost the business money in terms of compensation
- The colleague could trip and fall, causing an injury to themselves or others
- Avoid dogs and watch for traffic
Idea 2: Discounts (leaflets)
- Buy 1 adult meal and get another half price
- 10% student discount - this will be effective because the locations of the two restaurants (Petty Cury and Regent Street) are areas that attract a lot of students, both international and local, who would benefit from discounted fast-food and will appeal to them more
- Refer-a-friend discount - by referring a friend (i.e via social media) and then you can get a discount off your next meal
- Loyalty cards - buy any main dish and get a stamp. When you collect 5 stamps, for example, you get a free main dish (drinks and desserts not included)
Risk Assessment:
No risk involved with this idea
Idea 3: Social Networks (online advertising)
- Online offers to boost social media/brand awareness - relates back to discounts but more on-line based
Risk Assessment:
No risk involved with this idea
Idea 4: Banners
- Facebook/Twitter banners
- Posters - transport
- toilets
- shop windows
- Boards (direction boards that somebody holds in Cambridge)
- Newspaper ads
Risk Assessment:
No risk involved with this idea
Audience and Market Research
The audience that Nanna Mexico are trying to attract are shoppers and tourists around Cambridge. Nanna Mexico are looking for an integrated campaign that will appeal both to the cold and warm audience, tapping into the new customers whilst still bearing in mind the audience that has already been brought into the brand.
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