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Monthly tools and musings for Michelin-worthy delivery (Part -2)

Vol. 22 – October 2021

Figure 8 Update

NOW YOU KNOW:

How to Build a Marketing Campaign

Have a first-party delivery service? This template will help you design a solid marketing campaign so you can promote food delivery like you earned a PhD in it. What you’ll create: The right foundation for your campaign and tactics to support it. What you’ll need: Clear business goals and insights. A few sharp strategies. A drink to toast your success. Quick tip: You can use this marketing campaign template for any business booster. Think holiday promos or a menu launch. The sky’s the limit.

PHASE I

Establish Your Foundation

To create and launch a comprehensive marketing campaign, start by building a foundation that will ensure you’re aligned on two things: what you’re promoting and why you’re promoting it. These are the building blocks for your foundation:

1. GOALS

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3. STRATEGY & OFFERING

Your strategy is the overall game plan you devise based on goals and insights. Consider these three questions when creating a strategy – your answers will be the meat and potatoes of your campaign:

  • How do you plan to reach guests and support your goals?
  • Is there a promotion being offered?

  • Are you partnering with another business to increase your reach?

2. INSIGHTS

Compile insights that will support your strategy and tactics. Insights can include sales data, customer demographics, real feedback from restaurants or users, or any other information to consider before building your campaign.

4. KEY MESSAGES

Once you’ve figured out your goals and strategy, decide on a main message for your campaign. A secondary or tertiary message can be woven into your tactics if they clearly support the overall strategy.

PHASE I

Establish Your Tactical Plan

Once the foundation for your campaign is clearly defined, you can begin creating your tactical plan—an outline of methods you’ll use to communicate the campaign to guests. Each tactic should align with the overall strategy of the campaign by supporting the goals and communicating the key messages.

TACTICAL EXAMPLES

  • Social Posts (Instagram, TikTok, Twitter, Facebook)
  • Email Campaigns
  • Influencer Partnerships
  • Local Partnerships
  • Paid Digital Ads (Social & Search)
  • Website Landing Pages
  • Press
  • Signage

First Party Delivery Example

1. GOALS

Sales driving: Drive traffic to your first-party ordering website and generate sales.

2. INSIGHTS

  • Identify if guests are primarily ordering from third-party services for delivery.
  • Identify the day parts that guests are most likely to order delivery.
  • Identify use cases where guests might order delivery (like family dinner or Sunday football).

3. STRATEGY & OFFERING

You’ve decided to launch first party delivery with a special offer that highlights family dinner. Your strategy: Offer free delivery after 5PM for the first month, post launch.

4. KEY MESSAGES

The messages you’ll use to communicate this strategy to guests:

  • Delivery is now live on our website! To celebrate, we’re waiving the delivery fee all month when you order after 5PM.
  • Looking for a night off from cooking? Order after 5PM on our website for free delivery, all month.

FIRST PARTY DELIVERY EXAMPLES →

  • Pre-Launch Email
  • Pre-Launch Social Post
  • Launch Email
  • Launch Social Post
  • Partner with local influencers to post about your delivery
    launch
  • Add a landing page on your website about delivery
  • Run a digital social ad campaign
  • Update signage in your restaurant

What we’re reading

Fuel Made →

Zero-Party Data & Owned Marketing

Modern Retail →

How Subscriptions Became Quick Service Restaurants’ Hottest Marketing Trend

NPR →

Revenge of the Math Club