In our Psychological Approaches to Marketing Communications module at University College Birmingham we were given 48 hours to complete a marketing plan for a client. Our client was Fullaflava who is a new Caribbean style restautant due to open on the 10th of January 2017 in Birmingham. As a team, we set out to come up with a guerilla marketing strategy at a low cost, highlighting the quality of food and service as a unique selling point in the highly competitive industry. Our aim was to increase awarness of the opening of the restaurant and secure business beyond the opening.
2. Age 25 to 34, at 29.7% of
facebook users, is the
most common age
demographic
75% of people over the
age of 16 in the UK have
accessed Facebook
within the last month
45.7% of Birminghams
population is under 30
MARKETING STRATEGY
Guerilla Marketing
is an unconventional and creative
advertisement strategy concept that
comes at a low cost
A Viral Campaign
utilizes existing social media networks
and the internet to create buzz over a
product/service through user
generated content
4. INTERACTIVE WALL
How does it work?
• Scent
• Music button
• Partnership
• User generated content
The sense of smell is is
linked to memory more
closely than any of the
other senses
Smell is processed in the
amygdala and
hippocampus part of the
brain, which are strongly
implicated to emotion
and memory
Sound track (recommended)
Bassa Island Game Loop Latinesque
Beach Party Islandesque
Comparsa Latinesque
Smell (recommended)
Flavour: Sea Salt
6. AFRO-CARIBBEAN
MILLENNIUM
CENTRE
Opened in 2010 (newly reformed)
• Radio Presenter Training
• Music Production
• Photography/Film making
• Game Development/Apps
• Seniors Citizen Club
Afro-Caribbean Millennium Centre
(2016)
http://www.acmccentre.com/
7. PARTNERSHIP MARKETING
“Partnership marketing is a smart collaboration of two or more organizations with the
intent to develop a marketing program designed to meet respective business goals”- Kim, Yoo
and Lee (2012).
Fullaflava
• Location for the guerilla marketing
activities
• Access to students studying radio
presenting, music production, film
making, game and app development
• Acess to existing local customer base
• Increased brand awarness
Afro-Caribbean Millennium Centre
• Fullaflava could provide students with a
possibility to gain practical knowledge in
their field of study
• Offer handicapped people opportunities to
work in the restaurant
• A possibility to fulfill the aims of the charity
• Increased brand awareness
Benefits of the partnership:
8. STORYBOARD
• Released on Facebook and Instagram
• Highlighting the quality of service and food as a
unique selling point
• Included challenge to interact with audience
• Included promotion (free meal for the winner)
• Partnership with film production in Afro-Caribbean
Millennium Centre
1.18 Billion people log
onto Facebook daily
42% of 16-24 year-olds are
able to recall an
advertisement on social
media from the previous
month
97%
3%
Instagram users who have expressed intrest in
branded communication on social media
Yes No
18. STORYBOARD
• Video length: 45seconds
• Background music: Upbeat – Royalty
• The challenge and promotion will last for a month, at the end of the month, the video with
the secret ingredients will released on the social media again
19. THE SCIENCE OF SUCCESS FOR THE
COMMERCIAL
Recipe videos tap into the pleasure
center of the brain
57% of people who watch cooking shows
claim to have purchased food as a direct result
of watching a show
Interactive marketing is engaging
and encourages user generated
content
The psychotically association and
persuasiveness of the word FREE
Each month 500 million people
watch recipe videos made by
Buzzfeed’s Tasty
8/10 adults in UK watch cooking shows at least rarely
20. Securing return
business
through
healthy eating
48% of people in the
UK try to eat healthily
most of the time
Dieting habits see an
increase in January,
where 61% of adults in
the UK claim to try to
diet
57% of out of home
eaters have expressed
an intrest in healthier
dish options when
eating out.
48% of consumers have
tried to lost weight
within the last year
21. Thank You for Your Attention…
Are There Any Questions?
22. REFERENCES
Alexander, D.L. & Sackett, A.M. 2013, "If only I had the time! The impact of time salience on consumers'
evaluations of product offers: Time salience in evaluating product giveaways", Journal of Consumer
Behaviour, vol. 12, no. 5, pp. 382-388.
Birmingham City Council (2016). Population.
https://www.birmingham.gov.uk/directory/35/population_and_census/category/448 Accessed:
01.12.2016
Fast Company (11 March, 2016). Why Buzzfeed’s Recepie Videos are so insanely Popular, The Fast Company
Innovation Festival. https://www.fastcompany.com/3065116/the-fast-company-innovation-festival/why-
buzzfeeds-recipe-videos-are-so-insanely-popular Accessed: 01.12.2016
Greenwood, M. (23 September, 2015). Nutrition Facts About Jamaican Food, Livestrong.
http://www.livestrong.com/article/363356-nutrition-facts-about-jamaican-foods/ Accessed 01.12.2016
Kerns, M (September 9, 2015). The Caribbean Diet, Livestrong. http://www.livestrong.com/article/271150-
the-caribbean-diet/ Accessed: 01.12.2016
23. REFERENCES
Markowski, J. (2015). Social Media Giveaways: 5 Brands That Got it Right, Branding Beat.
https://www.qualitylogoproducts.com/blog/social-media-giveaways-5-brands/ Accessed: 01.12.2016
Mintel Group (31st August, 2016). Diversifying Social Media Campaigns- UK.
Mintel Academic (February 2016) Attitudes Towards Healthy Eating- UK.
http://academic.mintel.com.ezproxy.ucb.ac.uk/display/747586/# Accessed: 01.12.2016
Mintel Academic (July 2016). Eating Out Review- UK.
http://academic.mintel.com.ezproxy.ucb.ac.uk/display/748648/# Accessed: 01.12.2016
Kim, T, Yoo, J. & Lee, G. 2012, "Post-recovery customer relationships and customer partnerships in a
restaurant setting", International Journal of Contemporary Hospitality Management, vol. 24, no. 3, pp. 381-
401.
Marketing Charts (2010). Television- 8 in 10 Adults Watch Cooking Shows.
http://www.marketingcharts.com/television/8-in-10-us-adults-watch-cooking-shows-13719/ Accessed:
01.12.2016
Editor's Notes
How its work?
Smell – when people start to touch the music wall the smell spare one time
Music button – for interaction
Partnership – the production of the music and the music wall can partnership with the Afro-Caribbean Millennium Centre (advertise vs. life project experience)
Radio Presenter Training
broadcast and present a radio show.
Music Production
produce beats and music
Photography/Film making
basics of film making and editing.
Game Development/Apps
make apps or computer games
Seniors Citizen Club- Every Wednesday
That only 32% of ethnic restaurant/takeaway users agree that eat-in ethnic restaurants are better value for money than other types of eat-in restaurants shows that the segment has to work harder to communicate its credentials here. While their offering is often competitively priced, drawing attention to the skill and effort that goes into making the dishes looks to be needed to persuade diners that these prices offer good value.
make sure that you describe how they should advertise the healthy aspect on the website (it include calories in menus, have a sepetare page on the Caribbean diet etc.
