Barbeque Nation Pitch Deck by Sumit Maurya
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The document proposes a social media campaign for Barbeque Nation to increase engagement and followers. It recommends establishing a consistent umbrella message of "#LetsCelebrate" to celebrate grilling, customers, and hunger. The campaign would include weekly social media content buckets such as sharing memories and food facts. Media plans suggest targeting customers through Facebook ads, emails, banners, videos and an app-based contest to boost awareness, engagement, and footfalls.
Barbeque Nation Pitch Deck by Sumit Maurya
- 2. Index: 1. Barbeque Nation on Social Media 2. What is lacking? 3. Current Messaging 4. What Barbeque Nation Started? 5. Objective 6. How does it feels to eat at BBQ Nation 7. Umbrella Message 8. Campaign Idea 9. Media Plan 10.Video Campaign 11.Summary
- 3. This is how much Barbeque nation is doing RIGHT This is how much Barbeque nation is doing WRONG BBQ Nation on Social Media
- 4. What is lacking ?
- 5. Powerful, meaningful, Inspirational message A big campaign Idea Follower growth is very low Low Engagement No two way communication No Curiosity- As there are very less post by fans & followers
- 7. #ComeFeastWithUs It is used by all other Restro & bars
- 8. Barbeque Nation No single & relevant Brand Messaging of its own
- 9. What Barbeque Nation Started?
- 10. ‘DIY’ (do-it-yourself) cuisine with a concept of live on- the-table grill in India Kulfi-Nation Live Counters
- 11. Objective
- 12. To Give Powerful, meaningful, Inspirational message To run a big campaign on Social Media To increase Followers growth To increase Engagement To start two way communication To get the footfalls
- 13. How does it feels to eat at BBQ Nation?
- 14. So, Messaging can be…. Value for Money to us We Deserve a treat Celebration Self pampering Live Grill Do It Yourself Our Feelings This is What BBQ Nation Started Place to Celebrate & enjoy food with Loved ones
- 15. #LetsCelebrate
- 17. Content Bucket
- 19. Cover Picture
- 20. #CelebrateUs
- 29. Monday Tuesday Wednesday Thursday Friday Saturday Sunday BBQSarcasm BBQKing PamperYourHunger DitchTheQue BBQVibes FoodSmackOfTheWeek WTFoodFacts or #CelebrateGrilling ContentForCelebratingHunger #CelebrateTheHunger
- 30. BBQSarcasm This will include post about sarcasm, humour & Q/A related to food #CelebrateTheHunger
- 31. PamperYourHunger – Posting the picture of food & talking about the taste. – Posts that would lure customers to book immediately. Make a customer feel- ‘I want to eat that today’ – Pictures that tell customers – ‘You are worth it’- that after all the hard time they are having at their work, they really deserve this erotic & sensuous BBQ session – Give Offers in this post #CelebrateTheHunger
- 32. BBQMoment BBQMemories – We connect with existing loyal customers of BBQ and ask them to share their memories through video, pictures – Outlet pictures with people hanging out at BBQ – A contest around this -max likes. Max share on facebook gets a discount – Decide one winner every week – The idea is to reach to new customers through the friend circle of loyal customers #CelebrateTheHunger
- 33. BBQLove(referral campaign) I love BBQ You should Try #Foodgasm Great Bday it was#IntenseFoodgasm at BBQ BBQ BBQ BBQ BBQ BBQ BBQ BBQ #Foodgasm Great Bday it was #Foodgasm Great Bday it was – Offer like 5 referrals and 10% off and probably a free dining post successful conversion of 5 referrals – Exclusive Coupon code through APP. Same code is used while dining at BBQ. Will help in tracking #CelebrateTheHunger
- 34. BBQKing – Showstopper of the week/month – Pictures like a chicken dish with a crown – Have you eaten it yet – Customers are asked to poll around 2 food options. Food that wins is the king #CelebrateTheHunger
- 35. WTFoodFact - Food facts - Health tips #CelebrateTheHunger
- 37. AreYouHappy? – Encourage customers to share their most valuable feedbacks about How do we make you happy? – They will reply with the hashtag #YouMakeUsHappy – Happy customers invited for a ‘Cook with BBQ chef’ session #CelebrateTheHunger
- 38. FoodSmackOfTheWeek – Give details of daily menu – offers during weekends – Today’s special #CelebrateTheHunger
- 39. Media Plans
- 40. • Maximise Reach among TG • Increase awareness about on going offers and campaign • Create Engagement by getting more user participations • Increase footfall Objective
- 41. FB Messenger Chat bot
- 42. Audience buckets available entertainment education business technology health & fitness news auto sports personal finance travel classifieds lifestyle e-commerce language NRI
- 43. How to touch your online customer?
- 44. Customer Personalised /Segmented Engagement Awareness Awareness Micro Targeting Emails Innovations Videos/ Banners Influencer Outreach Geo-Fencing/ App Installation
- 45. Email campaign Emails Increased Website Traffic Acquire Leads/ Generate Sales Clicks or Visit Campaigns Lead Generation (raw/ verified/Interested)
- 46. Engagement via Innovations: Ad-Units available SPICE in-screen ad Home | Link1 | Link2 | Link3 | Link4 SPLASH in-image ad Home | Link1 | Link2 | Link3 | Link4 SPOT in-margin ad Home | Link1 | Link2 | Link3 | Link4 SPARK mobile Ad-Formats
- 47. Awareness via Banners/Videos: Target users via Web/ Channel Placement Ads Banners/Video Website/channel Audience Buckets
- 48. Micro Targeting via Geo Fencing: Target users on the move • Identify locations where your user footfalls are maximum • Define the Geographical Area • Set Targeting options based on OS type, genres of app and location • Publish ads to users who are in the defined geographic areas • Call to action: landing page or click to call
- 50. WeGrillItRight Objective - To create a series that give GYAAN to people on how they should grill & use barbecue by expert showcasing them the complete grilling process Communication: Get your grills on! Because we are going teach you how to use your Barbecue & how to grill. Platform: Facebook (FB Live) Result: word of Mouth marketing/Huge Traction #CelebrateGrilling
- 51. • Promote people to share pics/experience while they are in BBQ nation • When they tweet or share pics/experience in social media, we will pick random winners & share coupon code as reply to them • They can only redeem it by showing it at BBQ nation restaurant InstantFoodgasm #CelebrateTheHunger
- 53. WAITING DitchTheQue – This is specifically for promoting bookings through the app and website #CelebrateTheHunger
- 54. For #IntenseFoodgasm • This will be a viral video campaign on social media. • More like dubsmash • We post one video of a customer talking to their food about anything at random… how much they like the food… bad day at office.. New crush…. Traffic,…. It can be anything… • We post this as a reference and ask followers to post their videos through BBQ Mobile App • Videos with maximum likes or shares win a coupon or free dining TalkToYourFood #CelebrateTheHunger
- 55. Any Questions?
- 56. Summary: 1. Its very important for a brand to have a one constant messaging 2. One big campaign every quarter or 6 month is necessary to revive our community on social media & get them talk about our brand 3. Media spends Thank You! Sumit Maurya| Digital Marketing Manager | +91-8767371460