2-Week Mini Marketing Campaign: Honey Buns
About: Started in 2013, Honey Buns Cafe is a family-owned restaurant in Charlotte, North Carolina. The restaurant is strategically positioned inside a supermarket food court called Super G Mart and within a 15-mile radius of schools and many businesses. The restaurant primarily serves grocery shoppers and young food enthusiasts. Customers can enjoy a variety of traditional Taiwanese, Chinese, and Korean cuisines, sweet and savory bakery items, and a variety of refreshing flavored boba teas.
Purpose: Our goal is to increase brand awareness through social media and to boost sales by 10% by driving traffic.
This 2-week mini-campaign aims to increase our Instagram following by gaining 200 new followers using paid advertising and offering $1 discounts on drinks and $2 discounts on food items. We will also use QR-coded business cards to link the Honey Buns brand instantly, promote products, and specials, and announce a promotional giveaway “$100 store gift card” by the 30th of September 2022.
Mission: To provide fast and reliable service and quality food.
Values: We value customer centricity and food with integrity.
Vision: To be the best affordable local Asian cuisine in Charlotte, North Carolina.
Plan:
- Target Audience: Millennials & Generation Z. The average median age within a 20-mile radius from Honey Buns Cafe is 36.6 years old. In addition, the largest group is females ages 35–39 years old. In addition, white Collar workers are the main target and makeup 70% of the employment near Honey Buns. The average median income is $79,592. In addition, opportunities to capture students around the Mecklenburg area will help grow market opportunities for Honey Buns. Total enrollment at UNC Charlotte is estimated at 30,448 students in 2022.
(ArcGIS Business Analyst Online)
2. Customer Profile: Male & Female between the ages of 18–40. Young to middle-aged consumers who enjoy Asian cuisines, bakery items, and refreshing drinks. They want to be able to connect through technology to have the ability to order and pay for food and drinks, share their experiences, and provide reviews. Users in this age group prefer to dine at restaurants with good ratings. These consumers are actively trying new cuisines and are looking for quick and affordable places to dine out. Millennials and Generation Zs are looking for convenience and food delivery options over casual or fine dining.
3. Brand Persona: Alice is a 30-years-old, outgoing, and responsible. Her occupation is a Product Manager for a large multinational firm. She is single and has a pet cat name, Yuki. Her annual income is $80,000 and she drives a black Lexus RX. She enjoys being around her friends and family. Alice is a big foodie and loves variety. She’s always on her iPhone using Instagram and TikTok. Alice loves posting foodie pictures on her social media accounts and chatting with her closest friends. However, Alice hates long commutes and prefers to go anywhere convenient.
(ArcGIS Business Analyst Online)
4. Technology & Trends: Millennials & Generation Z consumers are native to the digital world and revolve themselves around the internet, mobile devices & social media platforms. These consumers rely heavily on instant information that uses social media to influence their purchase decisions on products and services. It is important for businesses to market their products and services to connect with younger demographics. By investing in digital capabilities and positioning the brand as fun & exciting, we can help Honey Buns engage and streamline its target audience.
Social media plays a big part in connecting with young adults & teens. Popular apps include Facebook, YouTube, Instagram, Snapchat, & TikTok are very popular amongst younger generations.
Popular delivery apps have become essential marketing tools for businesses to increase sales, create personalization, and help find niche markets. Since COVID, the market has more than doubled in popular food delivery apps, as this offers consumers the ease and efficiency it brings to their daily lives.
At number 3, 61% of women and 64% of men shop online with coupons in the U.S for restaurant and food delivery services. Since this business is located inside a supermarket, Honey Buns can attract shoppers in the food category. It is important for Honey Buns to offer coupons through social media ads to attract more consumers.
5. SWOT Analysis:
Strengths:
- Location inside the supermarket (traffic)
- Experienced chefs
- Variety of menu items
Weaknesses:
- Similar cuisine genres
- Existing & new competitors around the area
- Visibility for those who never shop at Super G Mart
- Poor social media presence
- Traditional cash registers
- Technology
- Customer Service Inconsistency
Opportunities:
- Offer delivery services
- Online ordering
- Social media ads
- Reach wider audiences
- POS Systems
- Increased demand for healthier options
Threats:
- Competition
- Lack of differnentiation
- Rising fixed costs
- Increased labor costs
- Economic toll on business
Produce:
1. Instagram ad campaign cost per click which measures how much it costs to generate a click-through of your Instagram ad. The account spending limit is $300 per week with $2 per click and a total of 150 clicks on the ads (relevance score above 7). The Facebook ad campaign objective is Brand Awareness with consideration of Traffic. The daily budget per day is $20 and a weekly maximum budget of $140 (per link click). Every day, we will post mouthwatering pictures of our drinks and foods. In addition, the advertisement will contain a promotional giveaway of a $100 gift card that will be announced on September 30th, 2022.
2. Advertising for Valpak cost around .03 cents per household and the average cost is between .03 and .05 cents. There are 663,934 households within a 20-mile radius of Honey Buns Cafe. The total estimated cost will be around $19,918.02 to $33,196.70.
3. Business card with a QR code for a quantity of 400 will cost a package price of $119.00.
4. DoorDash & GrubHub both have a partnership plan for new restaurants, a 30-day free trial with $0 activation fees and 0% commissions.
Social media example:
Promote:
1. Post on social media Instagram, Facebook, & TikTok (1 feed post & 2 stories per day)
2. Direct mail coupon advertising (Valpak) $1 off drinks & $2 off the menu items.
3. Print advertising with Business cards and QR codes that link to Honey Bun's social media page and additional information such as store address, coupons, and promotional giveaways.
4. Partnerships with third-party food delivery apps such as DoorDash & GrubHub. Apps to get customers to subscribe, earn rewards, deals, convenience, and loyalty programs.
5. Partner with local businesses, events, and bridal. (holidays, office meetings, birthday celebrations, anniversaries, schools, rehearsal dinners, weddings, and bridal showers).
Results:
1. Data will be collected from Instagram & Facebook ad campaigns to analyze the effectiveness of how many visitors link per click. (1.5%-2% engagement rate)
2. In addition, a goal of 200 followers on Instagram means the business can serve the potential customer and increases customer awareness, and chances of conducting sales.
3. Total sale is above 10% for the month the campaign is running.
4. Ideally at least 1–2 partnerships to cater to local businesses, events & bridal will help drive revenue and future relations.
References:
https://secondmeasure.com/datapoints/food-delivery-services-grubhub-uber-eats-doordash-postmates/
https://www.statista.com/chart/7416/what-americans-shop-with-coupons/
https://business.instagram.com/
https://www.facebook.com/fbelevate/business?content_id=zfK4WH2CLepH9Eu
https://get.doordash.com/en-us/products
*Note: This article is a class assignment for BUS 465 — integrated brand promotion and advertising at NCSU Poole College of Management.
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