In the United States, pizzas sales have hit a $45.73 Billion market share, with the big chain controlling 58 % market. However, a $19 billion market gap is still not formalized due to the fragmentation of independent pizza vendors, which take about 41% market share. With so much competition in the market, developing a good advertising strategy will enable the growth of the company by increasing the customer base. However, a combination of both social media, digital and physical advertising will attract both young and old residents, tourists, restaurants, and corporate organizations. Social media and digital marketing strategies are the ideal methods to attract customers since their usage is very high, especially in the 21 st century. 86% of users of Facebook are between the age of 18 and 64 years in the US, which cut across the major pizzas’ consumers (Kim & Yonghwan, 2019) . On the other hand, 85% of US Instagram users are between the age of 18 and 55 years, with a majority being females with 56 %. Females are the biggest consumers of pizza in the United States and can be great drivers of a successful advertisement. However, pizza suprema will utilize voicemail drops, running a Chatbot in Facebook, Instagram, organic growth, and website optimizations.
Use of Voicemail Drops
95% of the United States population have cellphones and, most of the time, spend most of their time on the screen just scrolling from different apps, and therefore having a non-invasive ringing less voicemail will be effective. Such is because voicemail drops allow an individual to deliver a vice message to prospective targets without it ringing. Therefore, one does not get interrupted while carrying out different carrying their day-to-day activities. People only listen to the message at their own convenient time. However, voicemail drops have a 96% listening rate among the audience and beat many more marketing methods (HeinOnline, 2018) . For it to work, Pizza Suprema will hire a different third-party company that will be charging $0.01 per voicemail, which will be beneficial to the business since voice drops are charged after a successful voicemail. The business will give the company a contact list that will be gotten from people who have agreed to be called through other advertisement initiatives. Pizza Suprema will not buy contact lists due to the laws stipulated in Telephone Consumer Protection Act that regulated ringing fewer voicemails. To be on the safe side, the business will collect numbers through the online ordering platform where customers will be asked to check in a box that will allow them to give marketing messages and Facebook and Instagram signups.
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After the voicemail company has uploaded the list, the business will create a message that will be precise and short, about one minute. The message will promote the company deals by telling the customers what new in the business and how they will benefit from it, such as buying one pizza get one free, or getting a 25% discount on our first order. Whatsoever, the company’s names must stand out for brand recognition. Since the voicemail drop is checked at the customers' convenience, one must not worry about the time of the day delivered. However, to be more strategic and increase the possibility of the message being read, the company will schedule the message mostly during meal times since, at this time, people are gambling about what to eat. Therefore, delivering the message at that time will increase the chances of the target person to open the message and place an order. Additionally, Pizza Suprema will make sure that whoever monitors the phones after the voice drops are aware of what the company is doing because customers tend to call immediately after the voicemail.
Facebook Chatbot and Instagram Organic Growth
Chatbot contests are a great way to double down on marketing strategy since the integration of a contest will attract huge engagement on the company's Facebook page, leading to more customers. Through this way, the business will be able to gather more contact list that will be used during voicemail drops. To start, the company will decide on which give away and the ad that will be used. The ad will be attractive through a giveaway that will ensure that the cost will not spiral out of control. After setting up the Facebook post, a chatbot will be pulled up that will enable Pizza Suprema to engage with its time audience. The chatbot will be used to request emails and phone numbers that will be used for additional advertisements. During the engagement, the company will ensure the messages do not sound like spam (Zarouali, Broeck, Walrave, & Poels., 2018) . The company's main aim is to sound authentic and value-driven, and therefore, the questions asked should give room for unique responses from the target customers. Some of those messages will include: "what is your worst pizza topping you ever had? What is your favorite pizza flavor?” Such a question allows potential customers to know that their satisfaction is highly valuable.
Unless one is living under the rock, one knows that people like scrolling across Instagram pages and like the picture of different food, and a larger number of consumers of pizza, which are millennials, are Instagram savvy. Given that 80% of Instagram users follow an average of 5 business accounts having an attractive business account and maintaining a strong Instagram presence will enable grow one’s business awareness. Such is because many users avoid accounts of the lack of a strong presence, and therefore, to remain relevant, the business must ensure that its content is up to date and engaging. The caption of the content uploaded will give the users what Pizza Suprema is offering. More so, Instagram tags will do good for the business. Tagging the business location will give a change of the people that are around there to grab a pizza and also to use users generated content, especially the one that is related to the business. Through this method, more users discover the business, and that gives tourists who are visiting the region a place to order their meals.
Website Optimizations
The website is a major tool when it comes to online ordering. Such is due to the fact the people do not feel the need for downloading an app but rather uses the company's website to order for their staff. Therefore, optimizing the Pizza suprema website will do the company a great deal. Dominating the search engine optimization (SEO) will make sure that the company websites are discovered by people searching for pizza in the location. Google uses different ranking factors to ensure that one's websites appear when looking for the pizza. Such factors include direct traffic, time on the site and bounce rate, and website security, among others (Wei & Stata, 2017) . Direct traffic includes the number of potential customers that type the company's URL directly and such a cal l for the company to make the URL as close to its name (Pizza Suprema). Such is because, from another method of advertisement, potential customers are aware of the company's name and will come searching for that name on google. On the other hand, Google assesses the quality of sites by the time visitors spend there and the activities that they carry out while they are on the website. The bounce rate also indicated the quality of the site.
To reduce the bounce rate, the company will need to check on the site speed since 40% of people say they leave a website if it fails to load within 3seconds. That means if the website is too slow, the bounce rate will increase. More so, to increase the website's time, Pizza Suprema must ensure that the website content is engaging and persuasive. Such will increase the conversion rate while increasing the chances of discovery by Google searches. Providing a secure and safe website will enhance users’ experience. Such is because users are proving the business with credit card information while making an order together with delivery addresses, which are part of sensitive data people are hesitant to give. Therefore, assuring them that the information is secure and protected gives them the confidence to order a pizza.
Targeting Restaurants and Corporate Organizations
Being leaders in business, big restaurants, and corporate organizations is very clear regarding what they need. Such is because the rating of restaurants depends on the quality of food and services they offer. Pizza suprema will offer free sampling and give the visitor deals on specific days of the week to gain their trust. Such may include discounts and giveaways, which will apply to corporate office workers. The office workers like to take fast food, especially during lunch and therefore, giving deals should increase their possibility of shopping with the Pizza Suprema.
Budget
Advertising is one of the parts of sales and marketing initiatives. After selling the media of advertisement designing and action plans on the same, a budget needs to be formulated to make sure that the cost of an advertisement does not spiral out of control. Therefore, the company needs to set a flat percentage of the projected sale revenues (Kreutzer, 2019) . Understanding that the advertisement efforts are directly proportional to realized revenue for the pizza business implies that the more one advertises their brand, the more the customer base increases.
Conclusion
For a successful advertisement, Pizza Suprema must ensure that all its target customers are reached. Social media such as Facebook and Instagram have proven to be effective since most of the potential consumers, especially the millennials, spend most of their time online just scrolling through pages. Website optimization will be effective for an advertisement to increase the chances of being discovered by potential customers. However, the company must ensure they have a very logical budget and still do that during the advertisement.
References
HeinOnline. (2018). Ringless Voicemails: How and Emerging Unregulated Technology May Hinder the Intent of Telephone Consumer Protection Act of 1991.
Kim, B., & Yonghwan, K. (2019, June). Facebook versus Instagram: How perceived gratifications and technological attributes are related to the change in social media usage. The Social Science Journal, 56 (2), 156-167. Retrieved from https://doi.org/10.1016/j.soscij.2018.10.002
Kreutzer, R. (2019, May 04). Budgeting Concepts. Toolbox for Marketing and Management , 221-223. Retrieved from https://doi.org/10.1007/978-3-030-13823-3_9
Wei, C., & Stata, R. (2017). System and method for context-specific website optimization. US Patent 9,674,258 .
Zarouali, B., Broeck, E. V., Walrave, M., & Poels., K. (2018, August 1). Predicting Consumer Responses to a Chatbot on Facebook. Cyberpsychology, Behavior, and Social Networking, 21 (8). Retrieved from https://doi.org/10.1089/cyber.2017.0518
