Applebee's Digital Marketing Plan
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Transcript of Applebee's Digital Marketing Plan
Digital Marketing Plan
Question posed…
•How can we increase our digital presence to increase brand equity?
Buy-in
Reward Structure 0 1000 2000 3000 4000 5000 6000Point tracking on web
site
Point Structure• Check-in • Per $1 spent• Game on app/web• App bill pay• Reservation/call ahead• Survey• Redeem Groupon• Web review
• 1 points• 1 point• 1 point• 25 points• 25 points• 10 points• 10 points• 10 points
Bonus points!
•Team check-ins•Charity check-ins or table waiting•Gift card sales
Points = Donation
•First team to reach 10,000 points•Donation made to school or charity•Size of donation determined by individual
store
Social Media
Website
•We plan on creating an interactive website that will track teams/schools/organizations reward points that are redeemable collectively for donations
•www.applebeesrewards.weebly.com
Applebee’s App
•Current app has poor reviews•Current functions:• Location finder• Menu• Gift card balance/purchase
•Customers want more out of app
Improved Applebee’s App
• Improved customer satisfaction with app
• More functions• Combined with key tag, new
also app allows customers to earn points
• Win-win for customers and Applebee’s
App Features
You win!5 points added!