Social Media Marketing Plan: Norfolk Taproom

OverviewNorfolk Taproom would benefit from using mutilple social media channels to establish a strong cliental basis and foster new business relationships. This plan lays out specific tactics to increase traffic flow into the restaurant. The main objective of these initiatives is to use social media to spread awareness about events, new beers, menu items and bring in new clientele. Target Audiences:

1. Residents of Downtown Norfolk (Granby St, Monticello Ave, Freemason St, etc)

2. Residents of the Ghent district of Norfolk3. Families going to Festevents in Town Point Park4. Craft Beer Drinkers5. Other workers in the area (Accounting firms, Law firms,

Restaurant workers)6. People in town for conferences (Waterside Marriot)7. Millenials (Male, Female)

Statistics Regarding New Market Segmentation

(Brewer’s Association)Instagram

1. Create an Instagram account for Norfolk Taproom. This account will appeal to the modern craft beer drinker.

Showcase new beers and tap rotationsi. Green Flash Tangerine Soul Style IPAii. Green Flash Passionfruit Kicker American Style Pale

Aleiii. Goose Island Bourbon County Bourbon Barrel Aged

Stoutiv. Greenbrier Valley Brewing Wild Trail Pale Alev. Greenbier Valley Brewing Mothman Black IPAvi. Evolution Pine’Hop’le Pineapple IPA

Servers to write amusing sayings on daily specials board to be sharedi. “Buy one beer for the price of two and get the

second beer absolutely free!”ii. “Roses are red, violets are blue, poems are hard,

BEER” Market Daily Events

i. Create graphics to spread the word about Bar Trivia Live on Monday nights

ii. Showcase local artists live music on Saturday nightsiii. Advertise Sunday burger and wing specials to bring

in a new crowd for football Sundaysiv. Advertise happy hour

Showcase menu itemsi. Take appealing photos of burgers, appetizers and

other menu items to bring in hungry customers Show your staff

i. On days such as Halloween, Christmas Eve, New Years Eve, etc share photos of the staff enjoying themselves and working hard

Create Hashtags relevant to the industryi. #NorfolkLovesBeerii. #TapRoomTapTakeOver

How to gain followersi. Write it on the daily specials board (inside & outside)ii. Create small cards to place in check presenters will

all Norfolk Taproom social media namesiii. Follow other bars and breweries in the areaiv. Follow regulars/customers

Twitter1. Create a twitter account for Norfolk Taproom. Twitter will serve

as a communication medium to reach a broad customer base

using the retweet feature as well as tagging other businesses and organizations in the area.

Begin by following other businesses, breweries, bar and restuarants

Follow customers of the restauranti. Create a personal relationship by tweeting things like

“Thanks for following @JohnDoe, come in and see us for a pint!”

Polling feature allows customers to answer questions directly from the business. The question, potential answers to the poll and length of the poll can be chosen by

the account posting

Create strong twitter relationships to foster retweets spread posts further

Create promotional flyers about events to be posted on the account

Use twitter to spread the word about new beers, menu items and weekly events

Facebook1. Revamp the current Facebook page for Norfolk Taproom.

Option 1: Attempt to gain access to current accounti. Compose an “About Me” section to describe the

restaurant to potential customersii. Respond to positive and negative reviews

accordingly iii. Post promotional flyersiv. Spread awareness about new beers, menu items and

weekly events Option 2: Start a new Facebook page and try to transfer

information

Other Marketing Techniques1. Contact local breweries (O’Connors, Smartmouth,

Commonwealth, Back Bay, Pleasure House) to do Tap Take Over This will improve or create relationships with local

breweries Customers of those breweries would come to have their

favorite beers at Norfolk Taproom New variety of beer to market via social media New chances to connect with breweries via social media

2. Team up with other local bars and breweries and create themed bar crawls

Norfolk residents love to participate in Granby Street bar crawls

Brings in a lot of business

Brings in new customers and creates a good reputation with new clientele

Potential themesi. Decade themes (20’s, 50’s, 70’s, 80’s, 90’s)ii. Pajama theme

ConclusionNorfolk Taproom will benefit from using these multiple social media marketing channels as well as alternative marketing techniques. These techniques will bring in new clientele and improve relationships with other local businesses.