Integrated Marketing Campaign for Thai Gastrobar

Let’s

Eat!

*

(Sample for Evaluation Purposes)

DID: (65) 6344-4608, FAX: (65) 6344-6810, EMAIL: admin@iconmedia.com.sg, WEB: www.iconmedia.com.sg

ADD: 237A Joo Chiat Road, Singapore 427494

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In Singapore, more and more food outlets are opening up, leading to greater competition in the Food and Beverage Industry.

Specific to Thai eateries in Singapore, many of them are beginning to open their eateries in neighbourhood areas.

To remain competitive, food chains must differentiate themselves through various means of branding.

ICON provides branding solutions to enterprises seeking to stand out from the cluttered world of food advertisement.

Background

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Within about 2km radius of Thai Gastrobar, there are more than 10 Thai eateries set up.

This indicates strong competition within the locality for a local catchment population of 280,000 pax with 58,000 dwelling units. Thai

Gastrobar

Nakhon Kitchen

Thai TableSedap Corner

Spize @Bedok

Lerk Thai

Thai Express

Bali Thai Pte Ltd

Absolute Thai

Lerk ThaiBackground

Thai Gastrobar

Awareness Interest Desire Action

Four-pronged Engagement Strategy

ICON aims to boost your outreach to hungry patrons, attracting new customers and giving you high impact beyond the heartlands.

Building beyond brand awareness, but to elicit interest, desire and action to support Thai Gastrobar as a destination F&B outlet of choice.

Potential magazines:

1. Appetite Asia2. Food & Travel3. Epicure4. 8 Days Food section

Food BloggerEngagement

Social Media

Marketing

Video Production

Food reviewsGarnering interest through third-party credibility

Advertising in Food Magazines

Potential food bloggers:

1. Lady Iron Chef2. AspirantSG3. Kirbie’s Cravings

Integrated Brand Marketing Strategy

Facebook fan acquisitionMonitoring analyticsTracking comments for improvementFacebook advertising

PromotionsMembership/Loyalty card Promotion activities

GraphicDesign

Professional showcase of food menu

Engagement

Feature signature and chef recommended dishesCorporate branding

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Your Own Smartphone App!

Enhance Customer Retention

VALUE PROPOSITION

Engage your customers anytime,

anywhere

One-stop marketing service to engage with your brand

Sam

ple

App

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Location-Based• Mobile check-in functions

allow customers to engage your brand on the go

• Attract nearby customers

9 App features to Sustain Thai Gastrobar’s Branding

Fan Wall Feature• Get customers to leave

feedback on Thai Gastrobar• Manage comments online

QR Coupons Feature• Allow customers to redeem

coupons effortlessly with QR-enabled coupons

Menu• Showcase and integrate

Thai Gastrobar’s food menu and services

GPS Coupons Feature• Create mobile coupons for

customers to unlock by ‘checking in’ at your business

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Tell-A-Friend Feature• Let your customers share

Thai Gastrobar virally through social media

Facebook Integration• Integrate your Facebook

page to connect with your customers easily through social media sites

OpenTable Integration• Integrate a restaurant

reservation system into your mobile app for on the go reservations

Mailing List• Stay in contact with your

customers by gathering names and email addresses

9 App features to Sustain Thai Gastrobar’s Branding

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Campaign Period Events/Promotions

April Songkran Festival Games (13-15 April; Thai New Year)Bring-A-Friend-Along (enjoy 15% off)

May Vesak Day Special (most sacred day in Buddhist calendar)Clean plate Wednesdays! (Finish your dish in 1/2 hr for a free Thai Milk tea)

June June Holidays PromotionBeverage promotion ($1 for all drinks with every main course)

JulyAsahna Bucha Day (Birth & enlightenment of Buddha)Fiery Fridays (a free drink with every Tom Yum dish)Wednesday student offers meal

AugustH.M. Queens Birthday (12 August)Birthday PromotionDessert Special (Free dessert with every 3 set meals)

SeptemberVegetarian FestivalSunday Specials (vegetable dishes at 15% off)Weekend promotions

Sample Events/Promotions Calendar

Food BloggerEngagement

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Twitter Followers15,835

Facebook Likes6,690

Instagram Followers184,283

Outreach:

Brand Awareness

Lady Iron Chef Blogger

Generating conversations and

interest among food lovers

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AspirantSG

Food BloggerEngagement

Twitter Followers18,782

Facebook Likes1,954

Outreach:

Food reviews onThai eateries in the

heartlands

Brand Awareness

Social Media

Marketing

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Monitoring analytics• No. of visits• No. of page visits• % bounce rate• Page views• Average time on site• % new visits

SEO Optimisation

Website maintenance and hostingOutcome: • Converting Facebook

fans to real customers• Tracking comments for

improvement• Understanding taste and

preferences of customers

Brand Awareness

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GraphicDesign

Food Menu

Graphics and visualsEnhancing food menu• Professionally

photographed dishes• Feature signature dishes• Photos take center-stage

Outcome: • Purposeful design to

arouse interest of diners• Get diners to try chef

recommended dishes

Brand Interest

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Sample Promotional Posters

ThaiGastrobar

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Sample Menu

ThaiGastrobar

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Sample Menu

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VideoProduction

Brand Interest

Corporate Video

Corporate branding for Thai GastrobarPossible themes of video:• Interviewing patrons’

reviews/comments on food

• Inviting food critic to comment (expert credibility)

• Showcase fresh and high quality ingredients used

Outcome: • Arouse interest and whet

appetite of patrons• Increase awareness of

signature dishes• Gain third-party credibilty

from food critics

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Promotions

Brand Desire

Promotional Marketing

Marketing strategiesAbove-the-line marketing:• TV programme pitches• Print (Appetite Asia,

Epicure, Food & Travel, 8 Days)

• Radio show pitches (98FM, Y.E.S, 93.3FM, 987FM)

Below-the-line marketing:• Brochures• Handouts/ Flyers• Electronic Direct Mailers

(EDMs)• Posters• Wall banners

Special promotions:• Wednesday Student

Promotion• Membership/loyalty card

(20% off overall bill)• Thai Tom Yum Thursday

(T3)• Singapore Food Festival

July 2013• Food Expo 2013

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And we know that every investment dollar needs to count. So we make measured effort to ensure strong delivery of quality, effective

marketing-communications.

Why ICON?

We stand with your brand, and

your bottom

line, FIRST.

It’s about growing

and sustaining

yourtomorrow.

We deliver impactful solutions that count.

Impactful

Affordable

Fast

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Industry leading speed-to-market, with quality.

Because time means money, the faster we get you marketed, the stronger your exposure and conversion

Best value for money. Imagine the collective strengths and expertise of an entire enterprise marketing department, at the fraction of the cost?

As simple as that, zero hidden charges!

While yes, we include stakeholders from Fortune 500 to dozens of public-private enterprises. We are proud that many of our clients still come back to us.

Because we delivered with unwavering attention to detail, commitment and pride that we must take ‘ownership’ in the brand we serve.

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Benefits of ICON Integrated Marketing

Immediate & DirectCost Savings

Cutting down redundancies & innovative task configurations, we implement systematic ways tooptimise workflows, passing the direct cost savings to you.

Be The Real Entrepreneur

Leave the strategy and operational issues to the marketing & communications experts. You should be focusing on being your own boss, doing what you started out to do.

Best Bang For The Buck

Bespoke services customised for each individual client. Because no two contexts and brands are alike, so we offer you the best available options, not one that drives our margins the highest.

Speed-To-Market

The earlier you get your branding and marketing right, the faster and earlier you turnover sales. And with integration, we leave no avenues unturned, and fire all your engines.

We Find The Cure

We think ahead on solutions that will only work for the long run, and not give you a quick fix solution.

One-Stop-Shop

From strategy to campaign execution, we’ve got you covered.

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Cost PIC Grant

6 months $30,000

60% of project expenditure $18,000

PIC Bonus $15,000

Admin Fees for PIC claim $2,000

Total $32,000 $33,000

Nett Zero costs

Our offering of digital engagement, knowledge engagement, customer relationship management (CRM) and knowledge management within our integrated marketing solutions is claimable under the Productivity & Innovation Credit (PIC) scheme as articulated by IRAS.

Clients are encouraged to make independent assessments on their eligibility for the PIC claims. For more information, please refer to: http://www.iras.gov.sg/irashome/picredit.aspx

Sample Performa - IRAS PIC Claims

for Thai Gastrobar

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E.g. Reaching out Sample Student Community Near Thai Gastrobar

Overview:• Approximately 15,000 full-time students and more than 1,200 academic and administrative staff• Strong potential in sustaining Thai Gastrobar’s brand presence with TP’s students

How to sustain brand loyalty with TP:• Student discounts during happy hours (present student

card)• Loyalty stamps (e.g. free dessert with every 10 stamps)• Referral point system (refer a friend and gain

membership points)• Promote on PinInterest (interface with Facebook)

Game concept:• Menu bingo (10x10 box) - to encourage

frequency and getting customers to try different dishes on he menu. (e.g. Once they try 10 items in any direction, they get a free soft drink.)

• ‘Naming a new dessert dish’ contest (participate by writing on Facebook page)

Temasek Polytechnic

ThaiGastrobar

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Targeted Campaign on Expatriate’s Forums

Advertising Thai Gastrobar on forums discussing Thai Food

• Advertising Thai Gastrobar’s Facebook page to garner ‘likes’

• Banner advertisements

• Pop-up advertisements