One of the first articles that I reviewed to begin thinking about the Hot Table campaign is "The Consumer Decision Journey" as well as discussions in "Brand Media Strategy" on the Consumer Pathway. In the last campaign, my team decided which sections of the Consumer Pathway were most important to reach the clients goals. This was very helpful in determining what aspects of the Consumer Decision Journey we should focus on. Using the information gained in the Client Intake Meeting with Hot Table, I determined which areas of the Consumer Pathway were most relevant for this campaign. To make this easier, I put each stage into the context of Hot Table
Consumer Pathway (Hot Table)
In order to determine what areas of the Consumer Pathway are the most important for this campaign, I first had to look at the main goals of the campaign. The main goal of the campaign is to create a promotional plan for Hot Table's new Worcester, MA location. This includes a 90 day plan that will show an effective method of introducing Hot Table (based on pre-determined strategic brand messaging) to a new area. The plan should begin before the location opens (how long before is up to each teams discretion) and continue once the location has actually opened. Once the location is open, foot traffic into the restaurant will become the main goal of the campaign. Based on these goals, I believe that awareness and engagement are both very important to introducing Hot Tables brand to the Worcester area. This steps involve not only getting people to notice the brand, but also showing them how Hot Table can serve them personally. The next two important stages of the Consumer Pathway are active consideration and purchase. These steps deal with the second main goal of the campaign; increasing foot traffic to the Worcester location after opening. Active consideration is making sure that Hot Table makes it to the short list of consumers look for fast casual dining. Some examples of competing companies looking to get on this list are Chipotle, Moe's, and Panera. Purchase is actually getting the consumer to pick Hot Table as their location to eat a meal. This is the stage we need to influence to get increased foot traffic in the restaurant. This information will help my team be more focused in their approach for the entirety of the campaign.
In the last campaign, my team had difficulty with deciding which topics to focus on the most heavily in the campaign and the pitch. For this reason, I thought it would be helpful to myself and my team to establish this at the start of the campaign. This information will help us plan our tasks for each meeting and prioritize research on certain areas. I based this on the information gleamed from the client intake meeting as well as the information on the Consumer Pathway described above. When working to improve brand awareness and involvement, both a media strategy and creative strategy will be very important. The creative strategy will be the attention grabbing, on brand idea that gets consumers to pay attention to marketing created by the team. In other words the creative idea is what we want to say. However, it is important that we follow the pre-established strategic brand messaging when creating our creative idea so that it fits with the overall brand of Hot Table. Next the media strategy will be very important for this campaign. It is especially important because Hot Table hopes to be franchising in the next 5-10 years. For this reason, they are hoping to develop a media guidebook that can be followed by new locations of Hot Table to establish themselves in a new community. This section will not only need to detail the types of media platforms used, but it will also need to include a specific media plan. This was another area that my team had trouble with in the last campaign. We will need to be sure to give this section of the project extra attention. It is also important for us to think outside the box in this presentation. The client asked us to consider mediums outside of traditional advertising (tv, radio, billboards, etc.). The client also mentioned the possibility of utilizing a promotion, so this an area of the project that we could discuss as well. I believe research on the area and the target consumers within the area will be especially important for this campaign. We need to know the type of consumers we are dealing with before we can determine the best times, places, and methods for reaching them with our message. This data will also help us to determine if Worcester is a good area to focus on Hot Table's catering services or not.
I took a look at all this information and began to look at it as a bigger picture. I thought about it terms of our "Creating a Campaign Flowchart". I think this will help us break down the campaign into smaller portions that we can them schedule out on a calendar. This will make sure that the team is moving along in the project at a reasonable speed and that all the main areas of the campaign are being addressed. For the beginning of the project I believe we should be focusing on "Foundation." We will have to be the ones picking the target market and we will also be the ones determining the best way to get Hot Table's brand personality and messaging across to this chosen group(s). We will need to do extensive research on the fast casual dining industry and Hot Table's competitors as well as on consumers in the Worcester area. This will help us build out buyer persona profiles as well as positioning for Hot Table. Once we have enough research compiled about the target market and how they are best reached, we can then begin to work on the red section of the flowchart. In this section, we will need to develop our media strategy and media plan. Our creative idea will be a big part of this as well since it will be the attention grabber that gets people interested. When developing this creative idea, we will want to take the Elaboration Likelihood Model into consideration. Research will be extremely important for all components in this campaign. Our creative idea will also use concepts from the documentary on story branding. In today's marketing environment, consumers are much more open to messages that appear organic, like stories. Content that is interesting, helpful, and appealing to them is much more effective in marketing.
Consumer Pathway (Hot Table)
- Awareness: What is Hot Table, what does it do for me?
- Engagement: So this is how Hot Table would serve me.
- Active Consideration: Which brand (food) should I choose?
- Purchase: I’ll buy Hot Table.
- Consumption: Hot Table is just what I wanted.
- Relationship Building: Hot Table cares about me/
- Advocacy: Hot Table is great, you should go!
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| Consumer Pathway (Source: "Brand Media Strategy") |
In the last campaign, my team had difficulty with deciding which topics to focus on the most heavily in the campaign and the pitch. For this reason, I thought it would be helpful to myself and my team to establish this at the start of the campaign. This information will help us plan our tasks for each meeting and prioritize research on certain areas. I based this on the information gleamed from the client intake meeting as well as the information on the Consumer Pathway described above. When working to improve brand awareness and involvement, both a media strategy and creative strategy will be very important. The creative strategy will be the attention grabbing, on brand idea that gets consumers to pay attention to marketing created by the team. In other words the creative idea is what we want to say. However, it is important that we follow the pre-established strategic brand messaging when creating our creative idea so that it fits with the overall brand of Hot Table. Next the media strategy will be very important for this campaign. It is especially important because Hot Table hopes to be franchising in the next 5-10 years. For this reason, they are hoping to develop a media guidebook that can be followed by new locations of Hot Table to establish themselves in a new community. This section will not only need to detail the types of media platforms used, but it will also need to include a specific media plan. This was another area that my team had trouble with in the last campaign. We will need to be sure to give this section of the project extra attention. It is also important for us to think outside the box in this presentation. The client asked us to consider mediums outside of traditional advertising (tv, radio, billboards, etc.). The client also mentioned the possibility of utilizing a promotion, so this an area of the project that we could discuss as well. I believe research on the area and the target consumers within the area will be especially important for this campaign. We need to know the type of consumers we are dealing with before we can determine the best times, places, and methods for reaching them with our message. This data will also help us to determine if Worcester is a good area to focus on Hot Table's catering services or not.
I took a look at all this information and began to look at it as a bigger picture. I thought about it terms of our "Creating a Campaign Flowchart". I think this will help us break down the campaign into smaller portions that we can them schedule out on a calendar. This will make sure that the team is moving along in the project at a reasonable speed and that all the main areas of the campaign are being addressed. For the beginning of the project I believe we should be focusing on "Foundation." We will have to be the ones picking the target market and we will also be the ones determining the best way to get Hot Table's brand personality and messaging across to this chosen group(s). We will need to do extensive research on the fast casual dining industry and Hot Table's competitors as well as on consumers in the Worcester area. This will help us build out buyer persona profiles as well as positioning for Hot Table. Once we have enough research compiled about the target market and how they are best reached, we can then begin to work on the red section of the flowchart. In this section, we will need to develop our media strategy and media plan. Our creative idea will be a big part of this as well since it will be the attention grabber that gets people interested. When developing this creative idea, we will want to take the Elaboration Likelihood Model into consideration. Research will be extremely important for all components in this campaign. Our creative idea will also use concepts from the documentary on story branding. In today's marketing environment, consumers are much more open to messages that appear organic, like stories. Content that is interesting, helpful, and appealing to them is much more effective in marketing.
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| Creating a Campaign Flowchart (Source: Class Powerpoint) |
Excellent reflection!!!!!
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