Question

He majority of the company's current customers have been people that live or shop in the area. The company's concept appeals to those concerned about environmental issues. The owners want to inspire and educate their customers to eat and consume more consciously. Fortunately, the sustainability concept, uniqueness of the pizzas, and the good service still seem to appeal to the customers they have, and people continue to come back. Using the concept of the 100 -mile diet, the owners source all ingredients for their pizzas within this radius. This means some of their pizzas are uniquely "Albertan" and the offerings may change based on seasons and availability. As part of their positioning, all staff members can discuss ingredients and their place of origin. This is not the least expensive way to make pizzas so their prices reflect that, being typically 10−20% more than those of the typical national pizza chains Located in the 124 Street area of Edmonton, plans are to either open one more restaurant within the coming year. Or, to mobilize a branded Food Truck. The Locavor Pizza offers seated dining, and takeout but no delivery. Since starting this company two years ago, the owners have relied on the foot traffic in the area. The owners have no marketing background. Other than people seeing their sign, most of the business has come from word-of-mouth and from contacts the owner has made personally If they are going to have a steady influx of customers to support a new outlet, they know they need to do more. es not provide all the information you need. To answer or develop you must make your own interpretations and assumptions.

Proposed Direct Marketing Strategy & Tactics (explain the details and provide rationale)

Answer 1

To expand Locavor Pizza's business, a direct marketing strategy leveraging their unique selling proposition of local sourcing and environmental values is recommended. Tactics include a loyalty program, personalized email campaigns, and social media advertising, while also focusing on presentation and strategic use of their prime location.

Step-by-step explanation:

To enhance the Locavor Pizza's market presence and customer base, a comprehensive direct marketing strategy and tactics must be developed.

A key aspect to consider is the unique selling proposition (USP) of sourcing ingredients within a 100-mile radius, offering 'Albertan' pizzas, and adapting to seasonality. This USP reinforces the environmental and local sourcing values that appeal to the target market.

Direct Marketing Tactics could involve:

Creating a loyalty program that rewards repeat customers and encourages word-of-mouth promotion.

Developing personalized email campaigns that highlight new seasonal ingredients and menu items, fostering a sense of exclusivity.

Implementing targeted social media advertising, especially on platforms that cater to foodies and environmentally conscious consumers.

To leverage the physical aspects of the product, exceptional packaging and presentation can be used to create an attractive and sustainable brand image.

Furthermore, considering the firm's location on the 124 Street area of Edmonton, high traffic events and neighborhood partnerships could be utilized to increase visibility.