A.5 Channels:
Ricepo: For Ricepo, I want to create a merchant account. Ricepo is a popular takeout software, like Uber eat. There are lots of Chinese students use it. It is very convenience and fast for those people who do not want to have a meal at outside restaurant. It is the best advertisement in itself.
YouTube: For YouTube, I am going to make a video ads before everyone watch a video, like 15 seconds. This kind of short video ads will attract a person very fast.
Yelp: For Yelp, I want to do an advertisement on yelp, so that those search for restaurants or check reviews on Yelp will have a chance to see my brand. It is for everyone, so it is a good choice to help us to enter the market.
Instagram: For Instagram, I will put some simple image ads with a link of our official site. It displays image to potential customers in a direct way.
Google: For Google, I’ll pay for specific keywords so that customers will have a oppotunity to know about my brand.
B. Target
Ricepo: Ricepo campaigns should target Chinese people studying in the United States. They should be between 16 and 30 years old. Advertising should be broad. Major cities such as Chicago, New York and Los Angeles should definitely be included, as these cities have many Chinese students.
YouTube: Ads on YouTube should target Americans 25 to 40 who are interested in Chinese cuisine. Most of these people are professionally stable and have a degree of knowledge. Ads should be targeted to people who are interested or eat Chinese food frequently.
Yelp: Ads on Yelp should be targeted at food lovers. These ads are more targeted and usually have a clearer goal. The target audience should be people aged 15 and 35 who often use Yelp to search for food information.
C. Keywords
Chinese, duck, Chinese
Regarding the choice of keywords, I think from the perspective of potential customers, I believe they will search the Internet for what they are looking for. They search because they don’t know what delicious foods are in China and what kinds of ingredients can make delicious dishes. So I try to choose a wide range of targeted keywords. This is what potential customers are searching for.
D. Advertising concept
The first concept is streaming ads on YouTube. This is a short video: A roasted duck runs on the road, and it attracts a lot of people to follow it to the black duck restaurant, and then be eaten. Attract customers with unique ideas.
The second concept is displaying images on Instagram. The picture is our shop’s signature Chinese style duck. We will retouch the photo to attract customers.
The third concept is a simple news feed ad on Ricepo. The ad is more like a post with 9 images of Kung Fu Rice (considering the appearance of the brand). The text should be straightforward and tell people that we have the best authentic Chinese style duck. A link to the main website should be provided below the text message.
E. Budget
Ricepo: Ricepo’s advertising fee is free, but he charges an operating fee every month. This is very similar to the rent collection in a shop. The monthly operating fee is 5% of sales. If you want to buy front-page advertising recommendations, it is 💲299 a month. I think this is very human, and the budget I give this software is 💲5,000 a year
YouTube: YouTube in-stream ads are billed to advertisers on a cost-per-view basis. This means that when a user watches an ad for more than 30 seconds or when the user clicks on the ad video, it will start charging. This is a good thing for advertisers, although few people really have the patience to watch youtube AD for more than 30 seconds. But even if they only watch for 10 seconds, they will know our brand. I must also consider the cost of producing this short film, which should be around $ 4,000. So for YouTube ads, I set my budget to $ 10,000 to $ 12,000.
Yelp: Yelp charges advertisers on a cost-per-click basis, which should cost about $ 0.5 per click. It is really cheap and effective. Let’s say 100,000 people click on an ad in a year, which would cost me $ 50,000. So I set my budget at $ 50,000.
Instagram: Instagram charges are also based on CPC. The average CPC for Instagram ads is about $ 0.50- $ 1.00. Suppose that within a year, 100,000 ads were clicked. This will cost me about $ 50,000. So I set my budget at around $ 50,000.
Google: On the search network, the average CPC for Google ads is between $ 1 and $ 2. I want to buy 3 keywords. Let’s say I get 100,000 clicks per keyword per year. One year will cost me about 300,000. Therefore, I set my annual budget to 300,000.
Total: As a new brand, the total budget for all my ads in a year should be about 500,000.
F. Goals to be achieved
First, increase awareness quickly in the short term.
Second, use creative advertising to attract customers ’attention.
Third, convert the audience who watch ads into customers who consume.
BLACK DUCK 