I want what I want when I want it

The young, hip, cool target audience of MOE BAR on 10th and Pike demand fast, fantastic service and anytime, anywhere convenience. Can Moe Bar fulfill this craving of instant gratification?

From Moe Bar's current Yelp review, I read that customers complain about lack of seat and couches. Moe Bar is very small, but there are times when the bar is quite empty. Moe Bar can relieve this problem by building mobile apps or online apps that shows booth reservation schedule for the week. This doesn't need to be complicated. It can be as simple as a color code at the moment on the top of its webpage or facebook page. Green can mean "come on in! There are plenty of space!" and red and mean "congestion".

Another comment that's common on yelp is that Moe doesn't have its own bar food. Takeouts from Pike Place Fish Fry next door is available. To satisfy hungry but lazy customers, Moe and Fish Fry can work together to create an app to order remotely, and pick up the food after a notification or text message. The app can feature online payment option, or people can pay when they pick up the food. Marination Station's order takers work with mobile phone instead of a computer--to be truly a mobile eatery. Moe Bar can do the same for the customers. Their menu is not very complicated and doesn't have many options. An app similar to Marination Station's will be huge plus.

Simply making an app is not enough. We must understand that apps need to be user friendly. Big buttons that are easy to press on mobile phone, or simple purchasing steps (Step 1-2-3) Can make the app easy to use even for first time users. Step 1, can be: choose your food (or pick what you want), step 2, can be when you want it; step 3 will be put in your name. Voila! This can apply not only to the food orders, but also to drink orders and booth reservation.

Moe Bar Preliminary Marketing Plan

(Hard copy was turned in on 05/12)

1. Name of your client and what product/services they provide.


My client is Moe Bar/Neumos on 10th and Pike St. Neumos is an entertainment/music venue in addition to the bar/alcohol beverage business.


2. Select which areas of social media are the best match for your client and, for this assignment, a short reason why.


I believe Facebook and Mobile Marketing will be the best match for Moe Bar. With the new band-page feature on Facebook, Moe Bar can utilize this free service and network to market directly to bands who are seeking a hip place to perform. Facebook is also a good place to keep track of fans, keep the calendar current, announce new events, and post videos…etc. It is truly all social media alternatives packed in one site. I will talk about Mobile marketing in question #4.


3. You must include a formal word of mouth marketing plan so include the 5T's but for this assignment you don't need to identify each element of the 5T's unless you wish to.


Talkers: College students

Topics: Moe Bar is a cool place to hang out

Tools: Facebook network, mobile apps

Taking Part: Return all comments, allowing users to post fun pictures

Tracking: using Google Alert, utilize college interns as resources to help lower cost.


4. Think about mobile and whether it could help your client. If so, what kind of mobile marketing are you looking at? QR code, phone app, iPad (tablet) app, and, for this assignment, a short reason why.


It is certainly beneficial to utilize mobile marketing to its fullest extent. Majority of Facebook users log on to Facebook using mobile phones. Also, since mobile phone has become part of our life and part of our body, this is our tool to make Moe Bar part of the daily plan as well. QR codes can be used as creative ways of advertisement, and web driver to coupons on Moe Bar website. Phone apps can be created, from simple apps that reminds you of happy hour deals, to complicated apps featuring Moe Bar drink games. Because iPad users usually are iPhone enthusiasts, we will focus on iPhone and Android instead. In addition, because Moe Bar is a small company with limited resources, focus its resources to mobile phone apps is the best way. Take one step at a time.


5. Does it make sense for your client to create an alliance with a partner for cause marketing? If so, for this assignment, a short reason why.


Yes. Since Neumos is also an entertainment venue well known in the area, Neumos can be a great place to host benefit concerts, spread the words for non-profit organizations—and in return, help Moe Bar/Neumos to tap into a whole new different segment and audience. Non-profit organizations can help endorse Moe Bar, without any monetary exchange. Neumos can also worked with the blind and the mute in the community to create exclusive, creative concerts (featuring blind singers, or laser/light shows) to help raise awareness in the community.


6. You should include ethical standards appropriate to your client.


There are two ethical standards that should be fundamental to Moe Bar and its employees. First is no marketing to minors (under 21 years old); this means Moe Bar must obey all federal and state laws regarding alcohol, and also understand the social responsibility of protecting the youth in the community. Secondly, all employees who are engaged with social networks must remember that they represent the cool image of Moe Bar. This also means that they should specify that they work at Moe Bar and their comments are only personal opinions.

Survey reflection

1. What did you learn that is "new" from the survey?

“Fully 73%” of the businesses surveyed say they plan to invest in site redesigns or would otherwise make significant enhancement to improve their site’s ROI.”

This should not be surprising but I absolutely have not paid attention to this fact at all! I always think that companies—like my client Moe Bar—creates the informational website and keeps it the same format, maybe adds on new information frequently. I never think of the idea of re-formatting and redesigning the site to keep it fresh, updated, and user friendly. The site’s ROI is almost ignored in many levels. An informational site such as Moe Bar’s only serve the function of a basic page, and there is no transactions on site, and no visitor tracking systems. Then again, small business such as Moe Bar has limited resources to invest in website redesigning every year. Maybe this is the time to re-evaluate what’s important. Maybe Moe Bar/Neumos should cut all the print ads and move them online. Maybe as technology usage increases exponentially, it is best to create web drivers rather than the traditional “visit the box office for our show” approach.


2. What did you read that sparked an idea for your personal project client and how might that idea be used?

Mobile apps are certainly the best to invest in. The reason is because mobile devices have become part of our body. Instead of the traditional “visit the website by typing the www address” way of communication, mobile app offers simple, few-click communication option. Since Moe Bar is quite small, and a huge investment in the website (as mentioned above) is not feasible, we should utilize the mobile app device to build brand loyalty. Once people have the app on their phone, they will use it often. From simple booth reservation app to complex but interesting games, mobile app can be our solution to achieve our marketing objective—to spread the word that Moe Bar is the cool place to hang out.

Feliz Cinco de Mayo!

Client:

client is Moe Bar/Neumos on 10th and Pike St, which is also a music venue.

Partner:

I think it would be a great idea to partner with any non-profits that associate with musicians of disabilities. Some examples are American Association of People with Disabilities, American Foundation for the Blind…etc. Often we are not aware that people with disabilities are equally talented, and in some cases, these people find more hope in music than others do.

Campaign:

The campaign idea will shine the spotlight on blind singers. Neumos/Moe Bar can invite blind singers to perform in a benefit concert. The 50% of the proceeds from the concert will be donated to the non-profit organization, to be used to purchase better stereos or headphones for the blind people in our community. During the concert, all lights will be off (so everyone in the concert can experience what it feels like to be blind). For safety reasons, a crystal disco ball will occasionally shines with the tempo of the music.

Social Media:

Social media can play a big role in this campaign. Unlike traditional advertisements, social media is a continuous process of social outreach. It can be expanded or shrunk anytime, depending on the reaction of the audience. First we find someone in the local community who is blind but has an ultimate talent. We make a short preview video and post on youtube. An announcement will then be made via facebook and twitter, featuring the video—as web driver-- that encourage people to visit the website of both Neumos and the non-profit organization. Many people will have questions regarding the concert, and how the concert will benefit the blind. The team of marketers from Neumos will spend the time to track down all the comments, and respond appropriately. After the concert, Neumos will keep the audience posted on how the money was spent. For example, short, follow-up home-made videos will show how blind people in our community receives gifts of headphones, or pre-loaded ipods, …etc.

QR Codes and Moe Bar

Umika Pidaparthy mentioned in her article the problem that some consumers are not intuitively scanning the QR codes. I believe that this is not a pervasive problem in Moe Bar/Neumo. Moe Bar/Neumo’s customers are usually young and hip, so they are aware and familiar with the usage of QR codes and smart phones.

I believe QR codes provide a sense of curiosity to advertising. People, like me, will scan it just to see what it says. If I can utilize this curiosity to my client’s advantage, then QR codes will certainly benefit this project.

Here are several ideas I brainstormed for my clients.

1. Virtual/facebook games.
a. If Moe Bar creates a facebook game where consumers can mix drinks using real recipes, then Moe Bar can print QR codes and place them on the drinks. Consumers come to Moe Bar, order the drink, and scan the QR code to get the new recipe for the game.
b. If the game features not only mixing drinks but also decorating the bar (like the Restaurant City game), then Moe Bar and hide QR codes on or under furniture in the bar. (Moe Bar is also known for its ridiculously comfy booths). A consumer come in, sees the furniture they like, scans the code to get or buy at discount new furniture for his/her virtual Moe Bar in Facebook.

2. Discount
a. Many companies already use QR codes for coupons and discounts. Moe Bar is already using this feature and also similar ones on FourSquares.

3. Concert Ticket purchases
a. Moe Bar/Neumo host concerts of local artist at least once a week. They put up posters to create awareness of the events. QR codes can make the purchase a lot easier and a lot faster because consumers do not need to go home to purchase the tickets (they might forget about it on the way home!). Neumo should put QR codes on all concert tickets that link to the website, or the Brownbag Ticket page, or any purchasing sites, or simply a short preview, promotional video.
b. QR codes can also be used as a backstage pass during the show for those who purchase the more expensive front row seats, for example.

4. Food/drink purchases.
a. Featuring QR codes on the menu can also help eliminating the problems of Moe Bar baristas mix up customers’ credit cards. The customer scans the code next to the food or drink menu, and then goes to pick up the drink or food.