Apr 13, 2023
In today's highly competitive business world, having a clear plan and strategy is essential to achieving growth and success. For Pokii Eatery, a local Houston restaurant looking to expand its customer base and revenue, we developed a goal-planning process to identify and address their key issues. In this article, we will explore the seven steps we took with Pokii to create a strategy focused on increasing their profit, attracting new customers, and improving customer loyalty. From identifying their goals to implementing an effective marketing campaign, we'll take a closer look at Pokii's process toward success.
The first step in Pokii’s goal planning process was to identify what they wanted to achieve.
We started a laundry list of goals to include the following:
By laying out all their goals, we were able to understand what type of growth they were after. Later, we worked together to help them focus on achieving these goals . We found that targeting each goal one-by-one was much more feasible than trying to hit multiple at a time.
After we identified the goals, we started to examine some of the issues Pokii was facing in their business. A few of the things we identified included not having enough profit, not acquiring enough customers, low average over value (AOV), and low lifetime customer value (LTCV). To address these issues, we started our brainstorming session to develop potential strategies and actions they could take.
At this stage, we brainstormed potential ways to address the issues previously mentioned:
In order to develop an effective strategy, we analyzed their data and found that 60-70% of Pokii’s monthly revenue came from customers who only made one purchase and did not sign up for a loyalty account. This meant there was a lot of potential to get those customers to sign up for a loyalty account to enable Pokii to run email marketing campaigns. Other pieces of data that we found were 50% of their customers purchased meals during work hour lunches and immediately after work.
Once we assessed their business goals, issues, and resources, we developed a marketing campaign with a focus on generating referrals for the business. Although we could’ve developed a website with all the bells and whistles, a crucial problem remained: there still weren’t a lot of visitors hitting the website. Therefore, we created a strategy to acquire more customers. With the primary focus of the campaign to generate referrals to the business, this marketing campaign would also hit a secondary goal of obtaining new customer emails to help them launch email marketing campaigns.
To help generate referrals to the business, we created a giveaway campaign based on a raffle model where participants would input their email address. For each friend they referred, the customer would gain extra chances to get their name drawn from the raffle.
To implement the strategy and reach new audiences, we focused on two marketing channels: Instagram and email. The content we shared showcased how Pokii’s audience helped grow the business, what the business was up to behind-the-scenes, and included ways the audience could provide feedback on what they’d like to see in future.
To keep the technology simple, we experimented with chatbots, forms, and website submissions. In the end, we found that creating a form was the easiest tool to maintain due to its ability to be easily shared among friends and family across platforms. (SMS, FB, IG, etc)
To create safeguards and incentivize audiences to participate and refer others, we opted for a win-win strategy where referrers would get extra discounts for referring and referrals would get discounts for joining the loyalty program. To make it even more enticing, the more referrals someone made, the more times their name would appear in the giveaway raffle.
In conclusion, the seven-step goal-planning process that Pokii used to develop their strategy is a testament to the importance of having a clear plan to achieve growth and success in business. Although Pokii is still in the process of meeting all their goals, they have taken significant steps towards achieving them. By identifying their objectives, breaking down the issues they faced, brainstorming potential solutions, analyzing their data, generating a strategy, and implementing that strategy, they have set themselves on the path to success. The process they followed is an excellent example of how any business can develop a goal-planning process to address their key issues and achieve their growth goals. Other businesses can create a clear plan and strategy that will help them work towards success by following the steps outlined in this article.
Don't put off identifying specific goals, analyzing your data, and creating a strategy to focus on only one goal. Do the work it takes to reach success for your business.