Marketing Communication

Training PresentationCody Krell

September 28, 2015

Basic Marketing 101• Marketing is the action or business of promoting and selling products

or services, including market research and advertising. • Commercials, News Papers, P.O.P (Point of Purchase), Television,

Internet, Direct Mail • Marketing is key to…

• Building Brand Awareness• Building a Brand Name• Building Brand Loyalty • Building a Brand Mark Example of really old in store P.O.P

.35 cent wings!!!

Growth Over The Past 5 Years

1-Jan-10 1-Jan-11 1-Jan-12 1-Jan-13 1-Jan-14 1-Jan-150

50

100

150

200

250

Market Value

Market Value

Key Statistics To Know• Alcohol represents 22 percent of restaurant sales•  Our traditional wings represent 20 percent of restaurant sales and our boneless wings

have grown in popularity and now represent 19 percent of restaurant sales• The top 3 are Bud Light , Coors Light and Miller Lite • Blue Moon is our fourth most popular draft beer• Overall, we are the number 1 draft beer account in the nation for all four of these brands• We also have the number 1 account for Dos Equis ( more than any Mexican restaurant

chain) and the number 1 Guinness account (more than any chain or pub in America)• Honey BBQ is by far our most popular sauce followed by medium and then there's a tie for

third between Spicy Garlic, Asian Zing and Parmesan GarlicAll Statistics came from 2012*

Fun Wing Facts• Buffalo Wild Wings sold more than 1 billion traditional and boneless

wings in 2011• Buffalo Wild Wings sells on average 21 million traditional and

boneless wings each week• On Super Bowl Sunday 2012, Buffalo Wild Wings served more than

7.7 million traditional and boneless wings

All facts are from 2012

The Buffalo Wild Wings Brand• Buffalo Wild Wings was built on Wings, Beer, Sports• We represent one of the fastest growing sports bar/

restaurants• We have 1133 number of locations world wide*• We open a new Buffalo Wild Wings every single Monday,

some where in the world• Buffalo Wild Wings is well known and builds a fallowing

quickly

*As of September 28, 2015

Building and Maintaining Relationships

• Focus on building relationship with the clients you are marketing to

• Stay connect weekly• Work with them to help build brand loyalty• If they are working hard for you and you notice the

coupon drops are coming back, reward them with wings when you do your next drop

Steps To Building a Client Relationships

• Be patient in building new relationships• Get to know their industry and company• Go the extra mile• Treat every client as your most important one• Respond promptly• Be more than an email address• Always summarize next steps.

Community Focused

• Work with management to find out about outreach programs in your community

• Examples would be; Make-A-Wish Foundation, Wounded Warrior Program (Alex Smith Football Camp), The Boys and Girls Club of Kansas City and Light The Night Walk (Leukemia & Lymphoma Society)

• Be willing to give a willing hand to those who need the help

Blazin Rewards

• It is a great way to build brand loyalty • Guest are more motivated by rewards• For every time they visit they get 10 points and 30 points

with a group• They receive 100 points for every $10 spent• It is a great opener for any Captain, and is a fun way to

get guest coming back for more

Wing Drops• 100 wings

• Choice of Traditional or Boneless (I personally always use Boneless)• Choose between Honey BBQ or Mild (Two most popular sauces) • Drop wings off to companies that are around your Buffalo Wild Wings• Use this as an opportunity to…

• Build a “community focused” relationship with other companies around you• Give them a taste of our amazing wings and a reminder of why they love our food• Inform them of our amazing Happy Hour Specials (Best corporate happy hours around)• Inform them of our incredible Fast Break Menu and our Wing Specials (Traditional

Tuesday and Boneless Thursday)

Coupon Drops• Coupons Include….

• Blazin Performer• Free Snack Wings with a purchase of a small• Lunch Club (I know this is not a coupons, but informing them of our lunch

club and given them a coupon could directly cause them to choice us for lunch)

• Any other coupons your manager would inform you to use…• Mark all of the coupons with “xx-xx” example “01-01” the first numbers

represents the week of the drop, and the second numbers represent the coupon

Blazin Performer

• Drop blazin performer off at Dentist and Doctor Offices, Day Cares, any location large groups of children would attend…

• We are marketing to the kids...• They will need a ride to get there wings, then causes mom

and dad to order some food and beer….• Mark all of the coupons with “xx-xx” example “01-01” the first

numbers represents the week of the drop, and the second numbers represent the coupon

Eat Wings Raise Funds

• EWRF is a great opportunity to become more community focused

• It give a group of people; i.e. church, school, etc. an chance to raise money and have an incredible experience at Buffalo Wild Wings

• They are given a selected date to come in and a percent of the proceeds will go back to them

• It is a great time and will also directly increase sales

Home Field Advantage • This gives an opportunities to local sports teams a chance to raise

money through there season• It is a fun way for the team to build a relationship while also raising

money• When they visit the selected Buffalo Wild Wings, they will enjoy

there meal and inform the server off there code number, then at the end of the season a percent of the proceeds will go back to the team

• It is a great way to have fun and increase sales

End of The Day• At the end of your day of marketing it is important to track all you did• I personally created a file on the desktop where I keep everything• I track all of the coupons that have been turned in and see who is

handing them out• I make notes to my manger on upcoming idea I have and ways of

improvement• It is important to keep a line of communication between you and

management