MK222 Lecture Notes - Lecture 8: Small Business Saturday
26 Jun 2018
School
Department
Course
Professor
Executive Summary
● Problem:
○ Bringing in Local Bostonians, rather than tourists
■ People don’t know about the tour
■ People don’t think it is something they need to attend because they
live in Boston
■ They see the price as a deal-breaker (because they don’t
understand it)
■ They don’t see the value in going on the tour of a place they live in
■ Lack of effective social media presence
● Free advertising for companies not associated with bites of
Boston
● Proposed plan of action:
○ Target:
■ 18 to 34-year-olds
○ Plan of action:
■ Focus on advertising in spaces that are familiar to customers in
target demographic (18-34-year-olds)
● Social Media
○ Instagram
○ Twitter
○ Facebook
○ Bloggers
● College Campuses
○ Magazines
○ Partnerships with colleges
○ Organization fairs (handing out coupons/business
cards/etc.)
● Promotions
○ Student night
○ Local happy hour/locals night
○ Local business support (like small business saturday)
