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Athens Bagel Presentation
- 1. By: Paulina Famiano, Marvin Mathew, Libby Muret, Dipan Patel, Grace Pereski, and Brady Siegel BAGEL BITES
- 2. Brand Overview Business Values: ➔Flour today is a bagel tomorrow. ➔Focus on bringing the best bagels to the South. Overall Business Goals: ➔Be thought of as THE bagel place in Athens. ➔Provide quality products at a fair and low price point.
- 3. Business Summary Products: “Everything on a bagel! We make, boil, and bake fresh bagels in-house daily!” Locations: Only NY style bagel store in downtown Athens, has a storefront and does catering events Customers: Has a regular crowd of both student traffic and law professionals Revenue: Athens Bagel is consistently turning a profit, they are not a business in trouble
- 4. Athens Bagel is currently averaging about 6 catering events each month. However, the business has the capacity to run between 32-40 catering events a month. WHY? What’s the problem?
- 6. Brand Positioning ➔ Current Positioning: Value Based ◆ Athens Bagel emphasizes the great value of their bagels through price and quality, this has lead to a brand image that is synonymous with bagels. ➔ Recommended Positioning: Product Use/Application ◆ Athens Bagel needs to revamp their image and display the variety of culinary options they can provide both in store and through catering services.
- 8. Interview Overview Questions 1. Who are your competitors? 2. Who is your target market? 3. What market do you want to hit the most? 4. How profitable is catering? 5. What have been your past and current efforts? 6. How do you hit the student market in Athens?
- 9. Competitors ➔ Main competitors: Mama’s boy, Ideal Bagel, Porterhouse ➔ Restaurants that are consistently busy Sundays before 12:30 PM is considered their main competition ➔ Einstein Bagels is NOT a competitor, they are reaching a different market as Einstein is a fast food restaurant
- 10. Facebook Instagram Twitter Athens Bagel 2,175 1,060 1,433 Mama’s Boy 9,928 4,028 6,109 Ideal Bagel Co. 989 113 NA Porterhouse Grill 1,157 374 39 Social Media Comparison
- 11. Target Market
- 13. Communication Research People view Athen’s Bagel as MOTHERLY (nurturing) and as a WISE-OLD MAN (reliable) *convey this through most used platform by consumers, Instagram Citation 3 and
- 14. Budgeting Strategy “What we can afford” budget - sets the marketing allotment after all of the company’s other budgets have been established ➔ The owner showed interest in marketing the store effectively but mentioned it as a last resort and does not really want to spend money ➔ Several of the strategies we want to use involves very little monetary costs
- 15. IMC Components ➔Building Brand Awareness ➔ Provide Information ➔ Integrate Persuasion ➔ Integrate Supporting Marketing ➔ Offer Media ➔ Offer a Tagline
- 16. Building Brand Awareness Brand Awareness: the consumers recognize and remember a particular brand or company name when they consider purchasing options ➔ A strong brand often constitutes a key advertising goal ◆ Goal: an increase in catering events ➔ Advertising needs to be based on their catering to increase knowledge about that portion of their business
- 17. Provide Information ➔ Offer more variety through online ordering ➔ Push online ordering through social media posts ➔ Make button more visible
- 18. Integrate Persuasion ➔ Need to show superiority ➔ Use real customer reviews to show this superiority ➔ Potential customers rely heavily on reviews when making purchasing decisions ◆ Use this as an advantage 90% Of Customers Say Buying Decisions Are Influenced By Citation 1
- 19. Integrate Supporting Marketing Business Card Competitions Digital Punchcards Social Media Contests Twitter Polls Flash Sales/Special Offers through Social Media
- 20. Offer Media ➔Revamp the website ◆ Make it user friendly ◆ Easy online ordering ◆ Keep the website blog current ➔Revamp social media platforms ◆ Have consistency across all platforms (Instagram, Facebook, and Twitter) ◆ Repost what customers are saying/posting about Athens Bagel ◆ Use Social Media to announce special offers, new bagel flavors, new menu items,
- 21. Tagline “Build your Bagel, Build your Day” ➔ Consistency ◆ Create a cohesive appearance in posts and content ➔ Positioning ◆ Show people that for a low price you get high quality, New York style bagels in Athens ➔ Campaign Duration ◆ After revamping social media, ran a catering focused campaign for three
- 22. Measures of Success ➔ Will monitor if catering jobs increase from the baseline of where they are now. ◆ Current: 4-8 catering jobs a month ● Have the capacity to do 4x that ➔ See how many responses/ interactions increase with the revamping of social media: ◆ More friends on Facebook ◆ More followers on Twitter and Instagram ◆ More visits to website
- 24. Bibliography 1. http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a- customer-service-issue-than-the-resolution-38756 2. https://login.qualtrics.com/results/#/surveys/SV_eg051pKYzdTBKT3/containers/57e41340db17a91800 32b50d/pages/Page_771604937570?surveyId=SV_eg051pKYzdTBKT3 3. http://yourkamagraguide.com/files4/old-man-portrait-india.html 4. http://quotesgram.com/nurturing-marriage-quotes/ 5. http://xlerant.com/wp-content/uploads/2010/12/strategy.png THE END
Notes de l'éditeur
- Athens Bagel is owned and operated by a local businessman, David Asman, who has a pretty clear and simple idea of what he wants for his company. We had a hard time finding information about Athens Bagel, because they don’t really post much about the businesses background or principle value anywhere but when we asked David what the business holds in high regard he told us these two value based principles (flour today and best bagels). We also seeked to discover what some of David’s overarching business goals are for Athens Bagel, he told us that he wants Athens Bagel to be known as THE bagel place in Athens and he wants to always provide his customers with high quality products for a fair and low price point.
- Now that we know a bit about what they stand for as an organization, we can move on to talking about four of the main elements of Athens Bagel Company, and I have chosen to talk about the condition of the company’s products, location, customers, and revenue. SO for Products: Athens Bagel has a statement across a few of their social sites that says “Everything on a bagel! We make boil and bake fresh bagels in house daily!” But to expand on that a little bit, they offer a wide variety of bagel flavors, build your own bagel options, and sandwich choices for both the breakfast and lunch crowds Moving on to… Locations: They are at a unique advantage as they are the only true NY style bagel store in athens, they have a store front DT and also do catering events For Customers: both UGA and UNG students along with local athenians and law professionals are frequent visitors of ABC And lastly revenue, this is one of the most important in my opinion as it is very important to note that athens bagel is not a business in trouble, they are consistently turning a profit.
- So after hearing that you might be wondering… whats the problem or what is this team going to help athens bagel with? And the answer to that question is actually fairly simple… Athen’s Bagel wants to increase their catering business and our goal is to make them a top of mind brand for local Athenians when looking for a caterer. Currently Athens Bagel is averaging 6 catering events a month, but they have the capacity to do between 32 and 40. Those numbers alone are reason enough to increase brand awareness and solidify the brand image in hopes of increasing catering traffic. And so after finding a goal to focus on, we set out to discover why they aren’t currently reaching enough people to be operating at a higher level. While doing this our team came across the problem that is Athens Bagel social media.
- Currently Athens Bagel has a website (that has a blog), facebook, instagram, and twitter however company created content is both infrequent and irregular across all sites. In addition to the irregularity, most of their social media doesn’t do anything to showcase the wide variety of products offered by the company. While it is good that the company is on these platforms, they are so ineffective and poorly used that it isn’t providing them with any real benefits at the moment. Now as natives of the digital age it wouldn’t be hard for us to sit here and critique how the company is using these platforms, but we would rather focus on the positive changes we can make and the information we gathered that helped us determine those changes.
- One of the biggest problems with Athens Bagel’s social media is the difference between their Current brand Positioning and the recommended and/or desired brand positioning Currently athens bagel emphasizes the value of their bagels, but doesn’t expand past that. It’s great that they emphasize those low prices and high quality but they have more than that to offer that they don’t show off at all We believe that the current positioning is scaring away customers who don’t realize they have more than just plain bagels on the menu so we would recommend that athens bagel revamp their image and emphasize the variety of menu options available
- SO to sort of summarize what I have talked about so far we have a fun little infographic. Basically we have identified a few problems that Athens Bagel is currently facing and what we believe will help them fix the problems and achieve new goals. So while they are not a business in trouble, they have so much room to do more and showcase the company’s full abilities to both their current customers and the desired target market. Our goal for Athens Bagel Company is to increase catering traffic for the business by improving the company’s digital media presence across all platforms. Essentially byy integrating and refining the Athens Bagel digital media presence we hope to accomplish three goals: most importantly is to increase catering traffic, but we would also like to reach new customers, and increase overall love for the business.
- Marvin Start: So these were the questions we asked the manager and we’re going to key in on some of information we obtained from him
- These are the main competitors that Athens Bagels has These are the main competitors because the manager is trying to push more of a eat in restaurant atmosphere And when we asked about Einstein, he mentioned that he does not consider them a competitor because they are more of a fast food restaurant
- So we all know that Mama’s Boy is almost a MUST try restuarant when you come to athens Their popularity is reflected in their social media outlets and how much traffic they generate Although their are doing okay relative to their competitors, they could push their outlets and increase more awareness through their social media accounts
- From the interview, these were the three target markets that he was trying to hit The manager mentioned that these were his three primary target markets, Undergraduate students Graduate Students Working Professionals The one he emphasized most was undergraduate students
- Our research is based off of a survey we sent out for people to take Athens Bagel and Einstein Bros. are the most popular picks for bagels in Athens Based on our research, the average number of visits per month is in the 0-4 range Typically people are spending between 0 and 10 dollars when they visit these businesses Taste and price most important factors
- People view the Athen’s Bagel as nurturing (Motherly) and reliable (Old Man) Instagram is the most popular platform to reach the student audience
- What does the company need to do? Revamp the social media accounts Web Designer and Cost ???? What do we do with the limited budget? Athens bagel has the primary resource in using students from school They can set up a program through Terry to receive an eligible candidate who could run their social media accounts effectively This allows athens bagel to have better social media presence and the student gains work experience Marvin Stops
- Now that we have looked at the target marketing, communications research, budgeting strategy we dive into the IMC components. Dippin dots pick it up
- Athens Bagel has done an excellent job of becoming a top-of-mind brand when the consumer is thinking of bagels, but the company now wants to reposition their brand to one that has a variety of options and not just bagels. To increase brand awareness of their products ABC needs to expand their catering business to show the target market the variety of options ABC can offer.
- Athens Bagel has established the basics of a social media platform and adequately provide information regarding location, phone number, and times on their platforms. The problem ABC faces is that their social media outlets are weak and don't generate enough impressions for the information to make a significant impact on sales.
- When people are deciding whether or not to try a new food eatery, more often than not they will search and read reviews of a restuarant that have been publicly posted. Common review sites include yelp and google reviews. ABC needs to do a better job of convincing their customers to post positive reviews on public forums to give themselves more credibility and purchasing power in the market.
- Business Card Competitions: will hit the lawyers/businessmen customers Digital Punchcards: increase retention rates and will have customers want to come back to get the “free bagel” Social Media Contests: increase engagement on through social websites Twitter Polls: have customers/followers vote on new flavors Flash Sales/Special Offers: posts can get people in the store by offering flash sales to get people in the store in a short amount of time
- Athens bagel can use these events to connect with local athens community that attend these different events.
- Consistency: want to be cohesive but dont only post about catering (mix in other events/offers that Athens Bagel is doing) Currently posting on average once a week on Instagram, twice a week on Twitter, and only a few times a month on Facebook Increasing catering is a priority Next 3 months are important because of upcoming holidays
- Dipan ends
- This is the creative brief graphic that we have created for Athens Bagel. So what I did with this is made three separate sections that outline what we want to do and the order they need to be executed in. We’ll start by introducing the tagline across all marketing channels the company uses Next we will focus on the social media development by creating a consistent brand position and image across all platforms, redoing the website to create a more user friendly experience, introduce a formal social media plan to ensure frequent posting, and lastly emphasize the importance and potential for impact of followers on social sites Lastly we will focus all benchmarks and goals on catering for the next 3-6 months in the hopes that catering business will increase with these new integrated digital efforts, as well as the incentives we previously mentioned Lastly we provided them with our original objective statement to tie in all three of the elements presented above. So we have a copy of this to give David the next time we meet with him to ensure that our recommendations for future success are easy to remember and so they can hopefully put some (or all) of our ideas to good use!
- On this last page is the bibliography, and then we are done. Thank you so much for listening today!