AO1
Aims and Objectives
We have established that I will using Café Metro to create and plan a promotional campaign, I will thoroughly plan this campaign in order to make sure it successfully works as a promotional campaign. As part of this campaign I will firstly decide what aims and objectives I will be working to complete and achieve, I will then be able to decide what I actually want the campaign to do and then the planning process for the campaign will run smoothly together.
For this promotional campaign the main aims that I will working towards to achieve are:
1) Promote Café Metro
2) Help increase Café Metro’s sales revenue
3) Increase interest around Café Metro’s products
4) Make consumers more aware of Café Metro’s Events
5) Maximise profits
Aim 1 – Promote Café Metro
Promoting is the prime focus for the business or products which are the centre of the campaign. This aim needs good amount of objectives as it is a broad aim which needs to be achieved. My promotional campaign is to focus on achieving this aim and I will be working towards promoting Café Metro and their products and events they host within their business that will attract customers in.
Objectives
With this aim I will need to consider what the objectives are so that I can plan out how I will achieve in promoting Café Metro. The SMART objectives are important for the successful of Café Metro’s aims and objectives to be achieved.
Show Café Metro’s Products – The main focus for my campaign is to sell as many Café Metro products as possible, in order to do this I will need to make sure that all the products within the business is showcased or at least the most popular ones. This will increase the amount of people that come to Café Metro because the people will see what products that Café Metro sell and when they see something that they like they will be attracted into the café. The products will need to attractive so that when viewing this campaign people will draw into the business. Other businesses use this such as McDonalds because they advertise images that don’t actually look like the product they are selling however, people don’t mind this because they don’t see the difference. I want a 10% increase in the amount of sales made especially from their products sold, this is important for me because it will show that my campaign has been successful.
Advertise Events Information – I have mentioned that Café Metro hosts variety of different events which includes parties, beer festivals and many more which will be included in my campaign so that when people are viewing my campaign they will see the overview of Café Metro as a business. The business hosts events which is the primary way of gaining more revenue so it is vital that I advertise the variety of events in my campaign so that people are aware of these events. By advertising these events which are being hosted, I will be a step closer to achieving my aim to increase sales revenue. To achieve this objective I want to see a 15% increase for sales revenue from events
Show Business Location – In my campaign I need to mention Café Metro’s location, this is important because it will ensure that the potential customers know how to get to Café Metro easily as I cannot rely on Café Metro’s potential customers to research the location themselves because I’m certain that they will not do that. It is important to show the location of Café Metro and the address so that my campaign is a success because if people don’t know where Café Metro is then my campaign is pointless.
Show Contact Details – Café Metro’s potential customers may want to make their own events or to just speak to one of the members of staff at Café Metro so, it is important that my campaign contains contact details such as telephone number and email, which will allow their potential customers to contact the business for direct information which is good for my campaign as this is a friendly and potentially money making tactic. This objective will help to achieve my aim because it promotes the business well. This campaign is important to develop a better business to customer relationship for Café Metro.
Advertise Facilities – In this campaign it is important to mention all the facilities that Café Metro has because it works to create a warm and friendly atmosphere. Café Metro has rooms for events and event those must be mentioned so that people will be interested in booking a room for their own events.
Create a Friendly Atmosphere – creating a friendly and warm atmosphere is important to be mentioned throughout my campaign as this will attract customers into coming to the café as it is a comfortable an cosy place to go to which is important so that they will feel welcomed by the café. I will need to make that throughout my campaign Café Metro appears warm and friendly. I will need to ensure not to be too aggressive and obvious, I will need to promote the business and be informative to the people in a subtle but effectively way.
Use the Business Logo Regularly – My promotional campaign will be plastered with Café Metro’s logo because it will be beneficial to promote Café Metro. I want everyone to see my campaign because I will need people to associate my campaign with Café Metro. In order to do this I will need to use the businesses logo on every part of my campaign as people will be more familiar with the business and how it looks, they would more likely come to the café if they’ve seen in the advertising campaign.
Aim 2 – Help Increase Café Metro’s Sales Revenue
It is important that there is a clear increase in sales revenue for Café Metro. As the business is already well established it will help to increase the financial stability and if it’s achieved then my advertising campaign as a whole is successful. Below are the main objectives for this aim which are explained in depth.
Objectives
Advertise the Businesses Products and Their Prices – It is important that I promote some of Café Metro’s products as part of my advertising campaign but more importantly the prices need to be promoted for these products, the products that have special deals must be promoted because it will attract customers into the café, especially when they see the prices associated with Café Metro’s products, in return this will increase the amount of sales made therefore the sales revenue the business makes. I previously mentioned that I want to see a 15% increase on sales revenue which will from the café’s sales revenue as 5% and 10% from events sales revenue for Café Metro which means that I will fully achieve all of my objectives for this aim.
Advertise the Business Events – Café Metro will make most of it sales revenue from the events they host, I will need to focus on my advertising campaign especially the events that Café Metro hosts so that it maximises the amount of sales revenue the business makes. By advertising the events that Café Metro’s hosts it will create interest around the business because it will attract a variety of people and it will work well to maximise the amount of sales revenue made after my campaign is released.
Mention Business Location – by mentioning Café Metro’s location in my advertising campaign will help me to also achieve this aim because the main reason is to ensure that people know where Café Metro is and how to get there therefore they will be able to purchase products from Café Metro. In my campaign it is important to mention the location because it will increase the chances of gaining an increase of sales revenue for the business.
Present Café Metro in a Good Way – I will need to make sure that throughout my campaign I present Café Metro in a positive, warm and welcoming way which will attract more customers into the café and in return increase the amount of sales revenue coming to the business increasing Café Metro’s financial stability and help me to achieve aim one and two from my campaign.
Aim 3 – Increase Interest around Café Metro’s Products
It is important that we focus on the products that Café Metro sells because it will help to achieve aim two which is vital as we want people to purchase products from Café Metro because if they don’t know anything about what Café Metro sells then people are less likely to come. I want a strong focus on the products that Café Metro sells through my campaign so that Café Metro benefits from my campaign as a whole.
Objective
Show Images of Café Metro Products – I will need to fully focus throughout my campaign on the products that Café Metro sells which means that I need to display pictures of their products throughout my campaign therefore allow people to see what products they will be experiencing first hand and information like reviews that have been positive will need to be mentioned when they come into Café Metro so that it will increase the amount of people visiting Café Metro and trying their products out.
Promote Special Offers – In order to attract customers into Café Metro it is important that all the products that have special offers are promoted in my promotion campaign. Special offers are important to mention because customers love them, people often find it hard to find a reason to miss out on special offers so my promotion campaign and Café Metro will benefit on promoting any special offers that the business does.
Promote Specialised Products – my promotional campaign could benefit from any specialised products that Café Metro sells because it will increase interest surrounding Café Metro and their products. If there is a product on the Café Metro menu that cannot be brought anywhere else it will draw the potential customers as they will become more interested in the business and they may come to Café Metro and purchase the product. It is important to mention any specialised products in my advertising campaign so that it will attract customers into Café Metro.
Aim 4 – Make Consumers More Aware of Café Metro’s Events
It is important that I advertise Café Metro events because it is one of the businesses main sources of revenue which I will promote throughout my promotional campaign. In order to achieve this aim I will need to create more interest surrounding the businesses events, I want see an overall 10% increase in sales revenue received from Café Metro’s events.
Objective
Advertise the Events Café Metro Hosts – I will need to make the events that are hosted by Café Metro my main focus of my promotional campaign. Café Metro will make more sales revenue through the events they host so I will need to focus on the events of my advertising campaign. Café Metro held events like beer festivals and live shows so I will need to make sure that I mention this part in my campaign but also to appeal to people who will like these events.
Give Details about When the Events Is On – It is important that people know when the events are held or else they may come on the wrong day to see a band play, I will need to mention the dates and times from the events as this will increase the chance of people coming to the events once they see my campaign. It is important for me to mention in my campaign about all the important details for the events to ensure that people come to the events will hopefully increase interest around the events that Café Metro hosts as well as increasing the sales revenue from the events by 10%.
Present All Positives to the Events – In ensure that people actually want to come to the events I will need to promote the events in a positive way, which means I will need to make sure that the events look good in my promotion campaign. All the positive parts must be mentioned of the events that Café Metro hosts to ensure that people want to come or take part in or see these events. This will create more interest around the events and achieve an increase of sales revenue of 10% gained from the events and when my campaign is released I am aiming to achieve this.
Mention Band and Group Names – the performers during these events will work better to draw in crowds. It is important to mention the names of performers in my campaign as it draw a bigger crowd which will definitely increase the interest surrounding events, a lot of artists appeal to different audiences so I will need to show off the wide variety of performers that are performing at Café Metro in my campaign to ensure that there they gain interest and events revenue.
Aim 5 – Making Profit
It is important that we make sure that profits are maximised as much possible, we can use aim two to achieve this aim but also relate some objective to this aim to be sure we can achieve this aim separately. Some sort of profit will be relied on in order to be able to expand and become an even better business either from an aesthetic of financial point of view. Profits are very important I will need to make that Café Metro’s profits are maximised with the help from my campaign.
Objectives
Advertise the Business Location – This objective is very important as it is reoccurring. Café Metro’s location will need to be shared throughout my campaign to ensure people know where the business is and how to get there. How can people spend money at Café Metro if they don’t know where it is so it is important to share the location because it will likely increase sales revenues and in turn maximise profits from Café Metro.
Advertise Special Offers and Prices – It is important that I promote low prices on my campaign, more importantly special offers which cannot be found at any other business. Café Metro will attract potential customers to the business because when they see the special offers and will be drawn to come as they do not want to miss out on the offer. This will also increase sales revenue and profits made by Café Metro which will increase the success rate of my campaign. I want to see an increase on sales revenue of 5% from special offers to ensure that Café Metro generate enough interest from their special offers.
Present the Business in a Good Way – I will need to make sure that I make the business look good in my campaign. I will need to mention that Café Metro looks warm and welcoming in my campaign because this will draw people in as they will feel comfortable which will have an effect on the sales revenue and profits made by Café Metro. I will need to make sure that in my campaign Café Metro look inviting and present it in a good light possible.
Present Café Metro’s Events – I have already mentioned how important Café Metro’s events are because the business will be gaining most of their sales revenue from the events they host. Therefore I will need to advertise any up and coming events in my advertising campaign to ensure that I maximise profits from these events. In the past Café Metro advertised their events using posters however, I want to further add professional standards of advertising to their well-established advertising campaigns. I will need to make sure that I advertise their events in a way to draw people in and professionally.
Customer Characteristic
The characteristics of the customers is very important to be focused which means that I will need to find out information about customers in order to achieve my promotional campaign. This will allow me to have the best chance of succeeding my campaign. The factors that I will be focusing on is:
• Demography
• Socio Cultural
• Geography
• Socio Economic
Demography
The area of which Café Metro is located has potential customer living of the age between 20 – 59 year. This is vital information as I will be basing this to my promotional campaign as a whole. In this area I know that there are many regulars as it has traditional community feel in Bilston therefore this means that there will be a lot potential customers on a regular basis. There are a lot of people living in Bilston which is more than expected as the population density is higher than the national average. From online research I have found out that there a mix of genders, there are more females than males in the entire Wolverhampton region which means that there will be more females in Bilston than males. The Café Metro’s target market will be adults as the age range is 20 – 59.
Socio Cultural
The surrounding area of Café Metro has ethical background of more white than other backgrounds. Each ethical background has different taste buds. Likewise people from different countries may like different types of food and/or events. By knowing the ethnicity of my potential customer is vital when adapting my campaign to attract Café Metro’s target market. As the ethnicity surrounding the business are mainly white, I will need to ensure that my campaign has a good focus on their tastes in particular.
Geography
I have researched the location of Café Metro and looked into to local tastes and businesses surrounding the café. From my experience in Bilston I feel that it is a traditional but with urban community. Near Café Metro there is a market ideally labelled Bilston Market. They traditional sell fruit and vegetables therefore one of the local tastes are fresh fruit and vegetables; in my campaign I will need to work on the freshness of the products that Café Metro sells, I will need to make sure that I mention that Café Metro will sell fresh food and this will draw their potential customers to the business. From depth research, I found out that Bilston is like the rest of the country because we don’t seem to have strong local tastes anymore. Bilston has a mixture of Indian restaurants/takeout, fish and chip shops and pubs which offers pub meals. This shows that there are no clear local taste, there seems to be a variety of different tastes in Bilston.
There are different restaurants/takeaway shops, from Caribbean to Indian food. There are wide range of local tastes which could mean they are people from aboard therefore this allows them to try different types of food in the area. I will need to make sure that I include in my campaign that Café Metro’s products will work well to attract customers into the business as they don’t have any particular testes as they have a choice from a variety of food products.
Socio Economic
I have researched on Check My Area for the social classification surrounding Café Metro which showed ABC1C2 therefore this means there are four different social classifications in the area. The A in social classification are people with high-level profession such as doctors and lawyers. People in Class B are university lectures and head of local government departments. Class C1 are nurses, technicians and pharmacists. Class C2 are mainly manual workers. As there are a wide variety of different people living in the area near Café Metro which will make it more difficult to aim my promotional campaign as there are different social groups. Therefore this means that I will need to focus on making my campaign appeal to a wide variety of different social classes.
By knowing Café Metro’s potential customers’ characteristics will allow me to achieve most of my main aims for my campaign such as promoting the business I will need to know who I am aiming my campaign to who it will appeal to. By knowing who I am aiming my campaign towards will help to increase Café Metro’s sales revenue and profits.
Promotional Method
The success of my promotional campaign will be through what promotional methods I use advertise and draw potential customers into Café Metro. It is vital that I look at Café Metro’s recent promotional method so that I can interpret what I have access to already with my promotional campaign.
Promotion Used By Café Metro
Café Metro use a variety of promotional methods already in order to get customer awareness. This is the reason as to why it is important for me to first look at the promotional methods that Café Metro already uses which will allow me to understand how they promote their products. This will also allow me to a better idea of what promotional methods that I should use for my promotional campaign as if I continue the methods the customers will be more familiar which gives me more chance of my campaign being successful.
Special Offers
In order for Café Metro to gain more customers they have introduced a few special offers.
Social Media
Café Metro uses social media to promote their business which is good because it allows them to gain more awareness for their business. One of the primary social media that Café Metro uses is Facebook, they also use Twitter however on a much smaller scale. Café Metro uses social media at advertise their events and also to converse their customers and showcase news about the business via their social media accounts. I saw a variety of images after looking through them on their social media accounts where they advertise their events which is a great example of a promotional activity coming from Café Metro as they are using social media wisely to attract a wide range of people as they showcase when these events are held at Café Metro.
Special Menu
Café Metro has a special menu called “Festive Menu” which only offers during the Christmas period. This is a good promotional activity because it will bring more income to the business through their sales revenue and even through the Christmas period. Café Metro has taken advantage of the Christmas as they create a festive menu which can only be brought at Café Metro because they have be well thought so that they gain more customers.
Displaying Menu around the Café
Café Metro’s main menu are displayed all round their business which gives customers more incentive to buy their products therefore allows them to get a good amount of information which will attract customers to Café Metro. This is also a cost effective way for promoting the business as they will be spending a minimum amount on this advertising but they will also be making more money at the same time from their products.
Poster
Café Metro uses posters effectively around the premise to inform their potential customers about the events they will be hosting in the recent times. They also use posters to advertise dates for their events and opening times therefore potential customers know what time Café Metro is open and close and when their events are on.
Displaying Hygiene Information
It is a good thing that Café Metro displays their hygiene score in their café as it will attract customers because once they see that the business has a really good hygiene rating they will be more drawn to the café which also makes the business look good to the potential customers. This also makes the business trustworthy as their food are fresh and the food they offer are safe and okay to eat. The food hygiene rating display is very important to any food related business as it will well attract more customers as it has a good hygiene rating.
Promotional Activities Available to me
Advertising
Personal Selling
Selling
Sales Promotion
Public Relations
Merchandising
Exhibition
Sponsorships