A DIGITAL MARKETING PLANThe World Famous Dark Horse
The World Famous Dark HorseBoggles the mind and gratifies the senses
SWOT
Helpful Harmful
Internal
origin
Strengths
• Name recognition• Est. 1975• Known for good food, beer & prices• Not a typical Boulder bar
Weaknesses
• Not on Boulder Hill or Pearl Street• No formal marketing • Limited choices for health food• Limited social media presence
External
Origin
Opportunities
• Target market ~ digital market• Communicate via social media• Increase social media engagement• Easy walk to sporting events
Threats
• Competition on Boulder Hill and Pearl Street• Not on typical tourist stop site• Competition more engaged in social media marketing
The Situation - Routine
Handbills on CU campus or Pearl Street
Fliers in Dark Horse Facebook page event Few Facebook posts promoting event Ad placed in the Colorado Daily
Combination of e- and traditional marketing
The Problem – Digital
No digital marketing plan Lack of online event planning and
promoting Other means of marketing too
expensive Competitors using digital marketing
The Solution - Differentiate Not like any bar in Boulder Eclectic mix of items hanging from
the ceiling 8,000 square feet – one of the
largest Low beer and food prices Free parking Walking distance to Colorado
University (CU)
Competitive Overview
Pure competitive market Valued pricing strategy Food margins – poor Alcohol margins – excellent
GOAL: Bring in customers for the food Get the customers to drink alcohol
Competitive Pricing
Burger Size Plain Burger Cheeseburger
Dark Horse 1/3 $6.09 $6.49
Mountain Sun 1/3 $5.95 $6.45
Harpo's 1/2 - $9.89 (specialty)
The Sink 1/2 $7.79 $8.78
Murphy's Grill 1/2 $8.99 -
BJ's Brewhouse 1/2 $8.99 -West End
Tavern 1/2 - $10
Old Chicago 1/2 $7.99 $8.58Walnut
Brewery 1/2 - $9.5Price comparison: burgers and cheeseburgers.Based on online published prices.
Persona
Male & Female Age: 24-44, social media 24-34 Live, work, play in or around Boulder Go to school, have gone to school at
CU Families (daytime) Singles (nighttime)
Promotion
Improve engagement on Facebook Contest to 1000 Jiffy burger Facebook fan page
Additional media - TBD: YouTube
Implementation – Promo #1
Improve engagement on FacebookPost one of the following every day on Facebook: Informational posts (sports, trivia, news, etc.) Specials/events reminder Questions about the WFDH Other engaging comments
Additional engagement (TBA Management) Best Trike Race photo contest Best Band photo contest Best [Special Event] photo contest
Implementation – Promo #2
‘Contest to 1000’ Facebook FansFacebook fan page reaches 1000 fansAll fans receive access to a coupon for free
9 oz. beer The coupon will be good for one day only.
Steps to success: Posts on fan page will begin mid-May Coupon delivery is TBD Delivery date determined by fans Weekly meeting to determine posts Engage fans once a week
Implementation – Promo #3
Jiffy burger Facebook fan pageA burger that includes bacon and peanut
butter. Those brave enough to try it, love it, cult
style. Steps to success: Determine voice of Facebook fan page Build Facebook fan page for Jiffy burger Promote on WFDH fan page Weekly meeting to determine posts Engage fans once a week
Legal & Ethical Considerations
World Famous Dark Horse must have permission to:
Post photos of customers Post videos of customers
GOAL: Entice Facebook fans to post photos.
Distribution = Internet
High involvement tools/sites:
Low involvement tools/sites:
Website Yelp, Citysearch, TripAdvisor, etc.
Facebook Yahoo!
Twitter Google Maps
UrbanSpoon
Wiki–Boulder Historical Events Page
Foursquare
Timeline
Ideas
May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. April2011 2011 2011 2011 2011 2011 2011 2011 2012 2012 2012 2012
FB Engagemen
tP E P E E E E E E E E E E E
Contest to 1000
P P E P E E E E E E
Jiffy Burger
FB PageP P E P E E E E E E E E E
P = Planning
E = Execution
Ideas Time/Hard Costs
Total
Period 1: Facebook Engagement 120 hrs. / $0 $ 1,800 *
Period 2: Contest to 1000 Fans 47 hrs. / $320 $ 1,025 *
Period 3: Jiffy Burger Facebook Fan Page
64 hrs. / $360 $ 1,320 *
TOTAL 231 hrs. / $680
$4,145 *
*time is charged at $15/hr.
Budget
Unintended Consequences
Pros & Cons Negative publicity through digital Too many customers Additional requests for parties Run out of food/beer Understaffed
Questions?
Thank You