Social Media Campaign for AJ Bombers: Strategies and Analysis, MKT/431

This presentation analyzes the social media marketing strategies employed by AJ Bombers, a small restaurant located in Milwaukee. The assignment fulfills the requirements of a marketing course (MKT/431), focusing on building relational marketing through social media. The presentation details the company background, including its mission and the social media platforms it utilizes, such as Facebook, Twitter, and Instagram. It outlines a timeframe and measurable goals, including customer engagement and brand awareness. The campaign strategies discussed include increasing website traffic, improving brand engagement, and driving sales. The presentation also includes messaging samples, like mobile coupons and weekend specials, to attract customers. The analysis emphasizes the advantages of advertising on social media, like increased brand awareness and improved customer satisfaction. The presentation concludes with a discussion on how the campaign is launched, including research on the audience, content creation, and the use of influencers.

Social marketing Strategies: A case
study of AJ Bombers

Introduction to Social
Marketing
• Designed for creating social change
• Does not benefit the brand directly
• Helps to raise awareness for a particular
problem (Stephen, 2016)
• Aims in convincing the customers to
change the behaviors
• Helps to sell behavior first instead of
product

Company Background
• The company that is taken for this study
is AJ Bombers
• Situated in Water Street, Milwaukee
• Total number of employee working is 20
• The mission of the company is to serve
their customer with happiness along
with burger

Different social media platforms
• Facebook Advertising
• Instagram Advertising
• Twitter Advertising
• Pinterest Advertising
• LinkedIn Advertising
• Snapchat Advertising

Social media platform in AJ Bombers
• The first experiment on social media marketing
to promote AJ Bombers was Twitter
• Started to receive customer feedbacks on
Twitter and respond was given the customers
(Hoffman & Fodor, 2015)
• After Twitter, Facebook and Foursquare for
promoting its service
• Used email messaging as well to respond
customer

Number and Type of customer
• More than one restaurant in Milwaukee area
• Customers who loved to hand out with families
and friends were the target of MJ Bombers
• Customers who loved to get a joint along with
burgers mostly showed interest on the
restaurant
• As per the customers, MJ Bombers served the
best burger in Milwaukee

Timeframe and Measurable goals
• Total number of followers in Twitter following MJ
Bombers are 4,196
• The goal for using the social media platform for MJ
Bombers was to get the review of the restaurants
from the customers
• Using twitter for review and using it to respond to
the customers was to built up a solid relationship
with the customers.
• With the use of Twitter, the restaurant was able to
communicate with wide number of people

Advantages of advertising on social media
• Helps to increase brand awareness
• Includes more inbound traffic
• Have improved optimization of search engines
• Have better customer satisfaction
• Improves brand loyalty (Godey et al., 2016)
• Have high conversion rates
• Is cost effective
• Increases brand authority
• Gaining marketplace insights

Social media campaign to increase rational
marketing
The campaign used by MJ Bombers mainly helps to
focus on the business goal and includes some
other goals to increase the rational marketing
(Dahl, 2018).
• Helps to get feedback from the customers
• Helps to build list of email marketing
• Increasing the website traffic
• Improve brand engagement
• Drive sales directly

Launching of social media
• Research the audiences
• Sharing of teasers
• Starting a blog
• Creating brand hashtags
• Striking a chord
• Making Videos
• Finding influencers
• Not revealing too much
• Holding contests
• Getting right to the point

Messaging sample
Messaging sample that can be sent to the
customers are:
• Sending them mobile coupons of discount they
can avail online or in stores
• Limited time period offers that customer avail in
stores (Tuten & Solomon, 2017)
• Weekend specials to attract more customers in
weekends
• Announcing events and sweepstakes

Bibliography
Dahl, S. (2018). Social media marketing: Theories and applications.
Sage.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., &
Singh, R. (2016). Social media marketing efforts of luxury brands:
Influence on brand equity and consumer behavior. Journal of business
research, 69(12), 5833-5841.
Hoffman, D. L., & Fodor, M. (2015). Can you measure the ROI of
your social media marketing?. MIT Sloan Management Review, 52(1),
41.
Stephen, A. T. (2016). The role of digital and social media
marketing in consumer behavior. Current Opinion in Psychology, 10,
17-21.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.