kogi twitter-slides-general
TRANSCRIPT
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#LATech & @LAWeekly <3 Twitter!
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ABOUT KOGI BBQ
Serve Korean BBQ Tacos & Fusion Foods.
5 Trucks + 1 Kitchen in Los Angeles only.
Launched Thanksgiving 2008
No Investment.
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$0 Marketing
Social Media
Word of Mouth
Press Outreach
Community Outreach
ALL Primarily via Twitter
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Study Other Cultural and Iconic Brands
1st Step: Create a Strong Brand
Cultural
Symbolic
Key food colors
Iconic
Communicative
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Quick & Cheap Identity
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A Convergent Integrated Strategy
Relevant Influencers
Local Press > Major Press
Grassroots WOM& Cultural Engagement
General Audience
MajorPress
Critical Buzz
Key Influencers
Blogger Press
Local Press
Targeted Grassroots Seeding
+Multiple Small Seeds vs. Single Large Campaign
Targeted Seeds
Stratified Granular Audience
Traditional Large Campaign
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The Circle of Shiny
Shiny
First LookBroa
dcas
t, Ex
port
& S
hare
AdoptionGreat
Experience
Seed Audience
Twitter Usage
Broadcast Truck Locations
Provide venue for audience
Drive people to the trucks
Engage audience
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Some specific examples include...
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Sending out daily specials.
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Engaging the culture.
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Determining new truck stop locations.
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Avoiding these ->
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Goals
Launch Kogi BBQ
Create Iconic LA Brand
Develop a culture
NOT FAIL!
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The Result?
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Strategy Wrap-up
Brand communication and mobile engagement focused on Twitter.
Responsive community feedback, food and location announcements exclusively on Twitter for single venue.
Engagement both online and at street-level.
Weekly sentiment tracking, response, and buzz creation.
Timely relevant special offers via Twitter drove growth and in-person show.
Customer submitted content curated and showcased to build brand culture.
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Results Wrap-up
Generated 1 to 2 hour+ waits, sellout crowds for Kogi daily, and over 70,000 highly engaged Twitter Followers.
Thousands of pieces of Customer Created Content generated online.
Drove expansion from 1 storefront to 5 & a Year 1 revenue of over $2 million selling a $2 item.
Jumpstarted an entire gourmet mobile food industry with hundreds of copycats.
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