Digital Marketing Plan for Five Guys: Retaining Existing Customers and Loyalty

This project report is based on Five Guys, an American fast food restaurant chain that focuses on hamburgers, French fries and hot dogs, headquartered in Lorton. The aim of this project report is to frame a digital marketing plan which covers various aspects of digital marketing such as SMART objectives, setting up of strategy. In addition to that, it will also address actions needed for implementation for plan. At last, it will include monitoring and s objectives.

Resit MC5055 Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Current Digital Marketing audit...........................................................................................3
Digital marketing objectives..................................................................................................3
SMART objectives..................................................................................................................3
5S objectives of Five Guys.....................................................................................................4
Marketing plan strategy.........................................................................................................5
PESTEL Analysis...................................................................................................................7
Customer segmentation.........................................................................................................8
SWOT.....................................................................................................................................9
Online value proposition.......................................................................................................9
Tactical tools in marketing....................................................................................................9
Action required for implementation....................................................................................10
Control and Evaluation.......................................................................................................11
Legal constraint in digital marketing................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing plays crucial role in defining success of every business as it connects business
with its customers digitally (Kannan, 2017). It can be used by all types of business whether for
small, medium or large. By opting digital marketing, company can make aware about its
products and offerings across the world. The traditional marketing is restricted by geographically
and formulation of international marketing plan can lead higher cost, complex and labour
intensive. With formulation of digital marketing plan, it enables company in better understanding
of market and customers. This project report is based on Five Guys, an American fast food
restaurant chain that focuses on hamburgers, French fries and hot dogs, headquartered in Lorton.
The aim of this project report is to frame a digital marketing plan which covers various aspects
of digital marketing such as SMART objectives, setting up of strategy. In addition to that, it will
also address actions needed for implementation for plan. At last, it will include monitoring and s
objectives.
TASK
Current Digital Marketing audit
This term may be referred as investigation of all digital marketing efforts made by
company. There are various online platforms on which company promotes its products and
offerings. By promoting digitally, it can benefit company in saving of cost, time and efforts
(Ferrell, Hartline and Hochstein, 2021). Digital marketing is imperative for all types of industries
as it is effective and pocket friendly marketing tool. Five Guys is opting social media marketing
in order to engage with its customers . By this, company can communicate and takes feedback
for further improvement. It is beneficial as it act as a bridge between customer and company. A
strong social media strategy can help marketers in engaging with audience.
Digital marketing objectives
SMART objectives
Specific Measurable Achievable Relevant Time bound
To Retain
existing
This can be
measurable by
This objective can
be achieved by
It is relevant to
company's
3 Months

customers creation of
insights and by
comparing with
previous data.
formulation of
effective
strategies which
makes to retain
company's
customers.
objectives as it
contributes in
accomplishment
of objectives.
To attract
Potential
customer
This can be
measured by
collecting
information from
MIS of company.
This can be
achieved by
offering quality
food with lower
prices as
compared to its
competitors.
It is relevant as it
will help
company in
boosting sales and
in generation of
higher profit.
3 Months
To retain
customer loyalty
It can be
measured by
monitoring on
insights of
customer data.
It can be achieved
by offering
customers with
discounts and
cashback offers
so they do switch
other company.
It is relevant to
company's goals
as it company can
expand its
operations.
2 Months
5S objectives of Five Guys
Basis Objective Tenure
Sell Digital marketing directly
links with sales and revenue of
company and wants to boost
its sales by 25% in upcoming
three months.
3 Months
Serve Company wants to identify 2 Months

needs and wants of customers
and serve them accordingly.
Speak Communication plays crucial
role in business and company
set up objective to
communicate effectively so as
it can address query.
2 Months
Save Company wants to save its
cost by 5-7% by engaging with
this marketing plan. It is cost
effective than traditional
marketing.
1 Month
Sizzle Company wants to enhance its
brand value in market.
3 Months
Marketing plan strategy
It is imperative to formulate effective strategy for marketing plan and each activity is based on
research and align with specific goals. It act as a roadmap which takes company towards
accomplishment of marketing objectives (Chaffey and Smith, 2017). Following are some stages
for digital marketing plan for Five Guys. Setting up of goals -In this stage, Five Guys have set up goal to retain existing customer
and customer loyalty. It gives a purpose to company that what is to be achieved and in
what time. The goals should be realistic and achievable too. Conducting a marketing audit – In this stage, company conducts a marketing audit of
existing marketing tools and tactics in order to get insight of effectiveness of existing
marketing plan. Currently company is opting social media marketing to engage with its
audience.

 Conduct market research -It is imperative for company to conduct market research in
order to identify market opportunities and customer's needs and wants so that it can meet
their expectation. Identification of target audience -By conducting market research analysis, company can
able to identify its target audience. It involves various aspects such as age, gender,
demographics, culture and custom. It also helps in saving cost of company as it targets
specific group of people rather than whole market. Determine a budget – It is needed to have financial information before deciding
marketing strategies and for Five Guys, the budget is $5000. It will help company in
gathering and allocating resources in a well manner. Developing marketing strategies – The strategies should align with specific goals and
must contribute in accomplishment of goals. Strategies are the blueprints which takes
company towards fulfilment of objectives (Hanlon, 2019). In case of Five Guys,
company formulate strategy which will help in retaining of existing customers and
loyalty by rendering quality products at minimum price. Develop an implementation schedule- In this stage, an implementation schedule is
needed which defines marketing actions to be done by whom and when. The
implementation plan of Five Guys involves cost of each marketing action which will be
used in evaluation process.

 Evaluation -In order to assess effectiveness of marketing plan, there are various strategic
tools which can be used such as benchmarking and KPIs. It is important to measure result
against standards company while establishing of goals.
PESTEL Analysis

Customer segmentation
In case of Five Guys, company wants to segment those group of people who are willing
to have delicious and hygienic non conventional meal at restaurant. The demographic approach
includes age, life cycle stage, occupation and gender (Mullin, 2018). In terms of age, it offers
customised meals with different exotic flavours. In addition to that, it offers hamburgers to
teenagers having different flavours. Five Guys also use tactical strategy to attract students by
providing amenities such as Wi-Fi. It also offers pocket friendly meals to students which makes
it easier to afford mouth watering food in low price. Five Guys have 250000 types of burgers
having different flavours which makes it unique as compared to its competitors.

SWOT
Online value proposition
The online value proposition of Five Guys is to serve fresh, never frozen. The aim behind this
statement is that company wants to provide fresh food not frozen. It is well known for burgers,
fries and pure casual. It have wider range of burgers of different flavours and fries. Online value
proposition of Five Guys is to serve quality and hygienic food at lower price. It focuses on
quality and quick service. In order to deliver value proposition and communicate with its
audience, it uses programmatic and e-mail marketing as it is cost effective and easier to engage
with customers.
Tactical tools in marketing
In order to make marketing plan effective, RACE elements is opted by Five Guys. This
framework consist of four stages and each stage is having its own ongoing process but aims to
become advocates of company (Atherton, 2019). Following are the stage of RACE elements in
digital marketing plan.

 Reach – In this stage, the am is to generate exposure of company or brand by using both
online and offline media. Five Guys is having its presence on both platforms so as to
reach more and more audience. In order to increase reach of customers, company have
opted paid media. It involves various digital marketing tools such as Display ads, Pay per
Click and native ads. By this, company can expand its reach to new customers. Act – In this stage, Five Guys starts generating leads for business and its all about
providing something of value so as to encourage the start of relationship. Capturing more
leads will help in determining how high the conversion rate is. Convert – In this stage, it requires to take leads and turning them into paying customers.
It can be done either from online and offline platform. There is an effective way for
finding best works for company and Five Guys have opted A/B testing. This will help
company in assessing which option is suitable and what alteration can be made in other
alternative.
 Engage -Everything in this stage is aimed at making a healthy relationship with
customers. Five Guys wants to make its first time customers into loyal customers who are
advocates of company or brand.
Five Guys have chosen this model as it allows in planning of digital marketing strategy as well
as encourages to set easy and track objectives. This process of streamlining contributes in
identifying strengths and weaknesses or efforts of marketing strategy and enables to alter
changes in order to improve strategy.
Action required for implementation
After formulation of strategy, its time to implement plan as without implementation, planning is
useless. As company have determined goals, it is needed to determine roles and responsibilities
to people based on knowledge and skill. Five Guys have outlined a clear picture of each resource
and how it is responsible for achieving and establishing communication process. In addition to
that, once company knew what needs to be done, refer to timeline and delegate work to team
members. It is needed to explain big picture to team so that they can get clarity about company's
objective (Baker, 2017). In the execution and evaluation stage, one of the difficult skills for Five
Guys is to support employees effectively. The management of Five Guys have to address
roadblocks and challenges which employees are experiencing. The process of implementation is
not ends here but have to monitor activities so as to assess progress.

Control and Evaluation
It is imperative for company to monitor performance of marketing plan so that corrective
actions can be taken for further improvement. It will help management in identification of areas
in which company is lacking and can be altered in formulation of future strategies. There are
various tools and tactics which company can use to assess its performance of digital marketing
plan. It will help in measuring effectiveness and efficiency of strategic decisions. In case of Five
Guys, it uses KPI which demonstrates how effectively a company is accomplishing its
objectives. There are various criteria for KPI by which company can compare can compare its
outcomes with pre defined objectives and when outcomes indicates negative performance, it is
needed to take corrective action. Five Guys can can compare to 5S objective and can evaluate by
creating insight in order to assess effectiveness of plan.
Legal constraint in digital marketing
One of the major legal constraint in digital marketing bis privacy law obligation as just
like customers, companies also have privacy law obligation. It is needed to have a privacy policy
if a company is collecting information which should explain what information is being collected
and what is the purpose. Company should have to store data securely and for only that duration
which it needs.

CONCLUSION
From the above project report, it was concluded that digital marketing plan plays crucial
role in making customer aware about company's products and offerings. This project report is
based on core objective which is to retain existing customer and their loyalty. Company have
formulated effective strategy by using 5S and SMART objectives and streamlining with actions
to make it successful. One legal constraint of digital marketing is privacy law obligation and
company should abide for same.

REFERENCES
Books and Journals
Atherton, J., 2019. Social media strategy: A practical guide to social media marketing and
customer engagement. Kogan Page Publishers.
Baker, M.J., 2017. Marketing strategy and management. Bloomsbury Publishing.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
journal of research in marketing, 34(1), pp.22-45.
Mullin, R., 2018. Promotional marketing. Routledge.
Simões, D., Barbosa, B. and Filipe, S. eds., 2018. Smart marketing with the Internet of Things.
IGI Global.