Questions:
Singapore will soon be served with burgers and fries with their signature dish palace classic burger as the celebrity chef Bobby Flay announced that it would open its flagship store in the famous VivoCity shopping mall of Singapore city by the end of September.
This outlet of Booby Burger will be largest retail outlet where food lovers will get to taste the most popular items along with a wide range of burgers, fries and other food items. The key features that this outlet will have include live kitchen and customizable burger. The major attraction of this outlet will be the Flay’s signature dish, the crunch burger with the topping of potato chips.
Flay said, “Our purpose is simple.” He further added. “We focus on offering tasty burgers, French fries and milkshake”. He said that since VivoCity shopping mall is prime location in Singapore and gained considerable popularity among the tourist as a must-see place, he believed that opening an outlet in the mall will be a wise decision to generate more profit.
Flay stated that the VivoCity shopping mall outlet will come up with the burgers keeping the taste of the Singapore people. Hence their menu will be inspired by the demography of the outlet. The burgers will be served mainly of the Singaporean taste. However, other foreign tastes will be also incorporated in the burgers.
There will be a special burger with red peppers, spices, onions and provolone cheese along with that major attraction will be dawn by the red hot sauce and a dressing of blue cheese. However, Flay keeping the suspense did not reveal the names of the burgers that are specially designed for this outlet.
This flagship store will be one of the buzzing and youthful locations where nearly 8 million people lives. On the other hand, a huge gathering in the shopping mall will create a large customer base for the outlet. The multiplex is another advantage which will draw a considerable number of customers.
While announcing the opening of the outlet, Flay further spoke about the infrastructure of the outlet. He stated that the interior design of this outlet will quite different from its other existing outlets. For example, the specially designed furniture’s will be used to decorate the store. He added that major focus will be giving quality and tasty food with ultimate comfort to the customers.
Flay said, “the outlet will have tentatively 12 counters with so that the customers do not require waiting for long.” While shedding light on that, he also threw light on the efficient staffs. As stated by Flay, specially trained staffs with excellent verbal communication will be there in each counter while assuring that the customers get quick service from them.
He also informed about the latest technological usage in the outlet. Machines equipped with latest technology will be there assuring a quick preparation of the burgers, fries and milkshake. While the major focus will be on quick service, Flay said that the one of the most important features of the outlet will be the open kitchen where the customers will be able to see the cooking process since heath trend has become a major issue in the food industry.
Flay further kept on highlighting the special features of the outlet. He said that a help center will be there to assist customer if they have any queries or issues with the quality of the food or regarding the service and process. On the other hand, the customers will be urged to share feedback so that further improvements can be done.
Flay while speaking about the new launch of the outlet, how the diverse range of Singaporean cuisine inspired him to open the outlet in one of prime location of the country. He said that he has been always fascinated about the country’s cuisine. He added that he wants to break the myth of about burger that burger is not only an American dish. Rather, burgers are the one of such food that easily adopts cuisine of any country. He added, “Burger is my love and experimenting with different tastes with burger is my passion.” As he stated, the outlet will be keeping with a view to attract the youth generation who loves having burger the most.
- In order to communicate more effectively with the target publics, you seek to carry out a social media engagement plan to drive awareness and hype for your client. Examine a range of social media platforms you can utilise to achieve this plan. Recommend some key considerations to take when building online media relations.
- Introduction
The study will intend to give a social media plan which will aim to draw the attention of the customers and create hype among them mainly among the youth generation (Hyder, 2016). The whole course of the discussion will elaborate on different aspects related to social media marketing. While outlining the target market for the social media plan, the discussion throws light on the different types of media.
The buzzing location of the Vivocity shopping mall is one of such place where the college goers often visit. As per the populaity, Burger tops the list of most wanted instant food item among the youth people (Tuten & Solomon, 2017). Thus serving a wide range of multicuisine along with the signature dish and chef’s special dish Booby’s Burger will target to draw the attention of the people of 16-25 group of age (Hyder, 2016).
Key Skills (Practical Component)
The social media plan for Booby’s Burger will include the most popular social networking sites: Facebook and Instagram. The aim will be reaching out to maximum number of customer, especially the young generation, within minimum time and generate a hype among them through engaging content over social networking platforms (Tuten & Solomon, 2017).
Media – For the purpose of marketing the new launch of the flagship center of the food and beverage company, Facebook and Instagram will be used (Hyder, 2016).
Paid – Freelance journalists will be hired to write articles featuring the new launch of the outlet and the weekly offers and discounts. The articles will be posted over Facebook and Instagram thrice a week (Ashley & Tuten, 2015).
Owned – The owned hash tag; #bobbyforall, #bobbyburger and #burgerpalace can be used as caption while posting the articles in order to create more buzz on Instagram and Facebook so that customers age between 16-25 are encouraged to visit the outlet (Scott, 2015).
Earned – Sharing customers’ positive feedbacks over Facebook and Instagram with different hash tags will work effectively to attract the customers (Ashley & Tuten, 2015). Meanwhile, the customers will be communicated and encouraged to share their feedback over Facebook and Instagram official pages of Bobby’s Burger. The bloggers can also be hired to write blogs on the new branch and those posts can be shared in the blog section of Bobby’s Burger’s official website.
Tools – For the purpose of social media marketing the below mentioned tools will be used in order to assure effective outcome of the plan. These tools will be used by the website designers and the digital marketers while designing the website and social media posts.
- Buffer
- Canva
- Hootsuite
Communication – Effective communication is the key aspect of social media plan. Thus in order to make the social media plan effective, the marketers or the personnel appointed for the social media marketing must have excellent communication power so that they can easily persuade the customers to visit the outlet (Scott, 2015). The communication strategy will include a polished yet colloquial tone with special emphasis on the use of engaging words (Dahnil et al., 2014).
The most important advantage of social media marketing is that it gives the opportunity to communicate with the customers in a direct manner (Felix, Rauschnabe & Hinsch, 2017). The marketers will need to communicate with the customers in a direct manner. Resolving their queries and allowing them to share feedback both the negative as well as positive can help drawing the attention of the customers (Dahnil et al., 2014).
Promotional offers – In order to promote the customers to visit the food outlet in VivoCity shopping mall, the promotional offers can be introduced such as additional discounts on mainly the signature dishes along with other items. Discounts from 10%-25% can be given keeping profit margin intact so that it can attract the customers to a considerable manner (Scott, 2015).
Content- Special attention will be given on different contents so that customers can visually be attracted (Hudson et al., 2016). Thus videos, texts, photos featuring the additional offers and discounts will help drawing the attention of the customers (Felix, Rauschnabel & Hinsch, 2017). Meanwhile the focus should be on featuring the characteristics of the outlet. Special attention should be given on simple language so that customers can easily understand it. Since the aim will be increasing brand awareness small contest over social media with prizes can be arranged. The other media like Pinterest, Snapchat, Google+ and Twitter can be used in the same manner.
- The key factor that must be considered while developing a strategy plan is that the content has to be engaging and concise addressing the market requirement in order to assure its success.
- In order to assure that the social media plan is successfully implemented, experienced marketers with adequate knowledge of social media marketing or digital marketing and the technologies like Photoshop and CorelDraw,needs to be appointed.
- A frequent follow up of the whole process will be highly beneficial for the successful implementation.
Conclusion
Thus in order to conclude it will be right to assert that social media plan will help Booby’s Burger to create a positive hype among the customers while assuring a huge number of customers presence after the outlet launches.
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.
Hyder, S. (2016). The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc..
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
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