VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Offering a variety of high-quality meats and cuts
- Offering a convenient location that is easy to walk to from neighborhoods
- Providing excellent customer service
- Providing a welcoming environment
Promotions Strategy
[Company Name] expects its target market to be residents living within a 5-mile radius of the shop. The company’s promotions strategy to reach these individuals includes:
Direct Mail
[Company Name] will blanket neighborhoods and offices surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts, and/or provide other enticements for people to frequent the shop.
Public Relations
We will contact all local and area newspapers, radio stations, and television stations and send them a press release describing the opening and unique value proposition of [Company Name]. We will also invite local food bloggers/vloggers to promote our shop.
Advertising
[Company Name] will initially advertise in local newspapers and radio stations and sponsor community events to gain brand awareness.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new events, products, and more.
Pre-Opening Events
Before opening the butcher shop, [Company Name] will organize pre-opening events designed for prospective customers, local merchants, and press contacts. These events will create buzz and awareness for [Company Name] in the area.
Sampling
[Company Name] employees will initially give free food samples to passersby to enable them to taste the quality of our products and learn about us.
Social Media
Many promotional campaigns will be through social media, where we can customize the audience that will be able to see it. We will also maintain a solid social media presence to further engage with customers and get suggestions for how we can improve.
Pricing Strategy
Since [Company Name] will be marketing towards middle-class residents, [Company Name]’s pricing will be moderate, so customers feel they receive great value when frequenting the shop. We will aim to stay competitive with other local butcher shops and grocery stores.
