Final presentation sink
- 2. Biggby Coffee Founded in March 1995 by Bob Fish and Mary Roszel Based in East Lansing, Michigan Locations in Michigan, Ohio, Illinois, Indiana, South Carolina, Texas, and Wisconsin Fastest growing coffee retailer in the Midwest
- 3. Challenges Goals Many Competitors Differentiate from competitors (Starbucks, Caribou) Difficult to break into large markets Persuade franchisees for larger markets (New York, California) Gain national attention Use social media and internet marketing to begin a national campaign
- 4. Main Theme of Strategy To distinguish Biggby from other coffee retailers and help them expand into new markets. Target 18-40 year olds Create personable, comfortable relationships with customers Continuously develop and expand online presence
- 5. Social media presence Blogging Regularly post new blogs Feature employees on the blog and let customers get to know more about them Twitter Reward customers for tweeting about Biggby Open a line of communication, let customers know they can tweet you about questions, concerns, fun facts
- 6. Add to current social media roster Pinterest Create boards that help show off the different aspects of Biggby Trivia board, such as the one used in stores What explorer introduced pigs to North America? Google+ Build connections with customers Use Google+ Hangouts to be able to reach customers more directly
- 7. Mobile Marketing Current mobile website allows customers to look up a franchise or to view the menu Include hours for locations Create a company-wide Foursquare account Allows customers to see if friends are at their location to “meet up” Award coupons to people who visit often
- 8. Online Advertising Google Adwords Use keywords to represent company biggby, coffee, latte, gourmet coffee, coffee locations Sample Ad: BIGGBY COFFEE B Happy, Have Fun, Make Friends, Love People and Drink Great Coffee. Receive $1 off your next beverage www.biggby.com
- 9. Evaluating Success Google Analytics Measure campaign effectiveness Pay-per-clicks Monitor impressions Quantify social media performance
- 10. Budget, Allocation, Timeline Proposed advertising budget of $100,000 Allocation Hire staff to keep up with social media and track campaign effectiveness Major portion of the budget goes toward Adwords campaign Timeline Social media changes immediately Adwords campaign for one year