1) If you were Justin, what advice would you give Tyler on the functions of the new website? What types of functions and information should the website provide to customers and prospective customers?
2) How would you recommend that Tyler use social media in the period leading up to the grand opening? What types of messages would you post?
Using the Internet
The new location was just about complete and would be ready to open within a month. Tyler worked with Justin, a local promotion consultant, to develop the final graphics for the Lakeside location's print promotions.
Serving a Full Plate of Websites
With the print campaign ready, Tyler wanted to focus on Kimball's web presence. Although he had some college courses on website design and was familiar with social media through his personal Face book, Instagram, and Twitter accounts, he asked Justin to consult with him on building a professional website and using social media to promote the restaurant.
Luckily, the domain name KimballsLakeside.com was available. Tyler registered the name immediately to ensure that customers could easily access the restaurant's website with an intuitive address. He discussed the content for the new website with Justin. What would be its purpose? How could the website promote the new location as well as drive more business to the restaurant? Could they integrate social media into their promotions?
Justin and Tyler discussed how to proceed with the web and social media strategy. Justin pointed out that websites should evolve over time as needs change. A website should reflect the short-term needs of the business, rather than hypothetical and perhaps ill-conceived ideas more than six months in the future. With the grand opening only a few weeks away, Justin felt the website's scope should be limited to what needs to be done to prepare for the opening.
Justin asked Tyler about his immediate objectives for the website. Tyler thought for a second and responded, "What I'd like right now is to create a buzz about the new location with two main thrusts: (1) to inform our loyal patrons about the new location and (2) to introduce new customers who would enjoy lakeside dining." Then he added, "We also need to include business meetings and social occasions as another market category. This would be an excellent source of
new business. Social occasions like wedding and baby showers, birthdays, and anniversaries could be a terrific market for our function room." Justin agreed.
Having a Social Meal
Tyler was excited about using social media as part of their marketing strategy. Justin warned that although social media can provide many benefits, its use needs to be planned with specific goals in mind for each "campaign" and outcome desired. "You can't just post things on Twitter and Face book on a whim. Sure, some things can be sent such as 'Our Grand Opening is Rocking the World Tonight!' But in terms of promotions and marketing strategies, we need an overall plan for integrating social media." Justin cautioned that many businesses lose profit by over-promoting without a strategy to increase the market, revenue, and customer base. They both knew that a well-constructed plan for the website and social media was important.
Even with the tight timeframe before the opening, Justin believed that the website and social media platforms could be constructed and ready to implement two weeks prior to the opening. Tyler created accounts for Twitter, Instagram, and Face book to reserve the restaurant name. Justin and Tyler placed some initial general entries into the new accounts to begin the dialogue. Justin said the initial dialogue was important so that when the website "goes live" and the web address is included in advertisements, the social media accounts will already show activity. It is important for customers and potential customers to see action rather than a blank social media stream.
Tyler agreed to post something each day on the social networking accounts to inform customers of the restaurant's progress and get them excited about the grand opening. He also would upload some pictures to create interest in the new location. Then, he and Justin would focus on the structure of the website and be integrating social media.