AND CUSTOMER CARE Elygra Our Work TRAINING BRANDING SIGNAGE PRINTED MATERIAL MARKET RESEARCH CONSULTANCY Examples of promotional work Examples of branding work Other Items Agenda What is marketing ID: 577131
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Slide1
MARKETING, SALES
AND CUSTOMER CARESlide2
Elygra: Our Work
TRAINING
BRANDING
SIGNAGE
PRINTED MATERIAL
MARKET RESEARCH
CONSULTANCYSlide3
Examples of promotional workSlide4
Examples of branding workSlide5
Other ItemsSlide6
Agenda
What is marketing?
The 7 P’s of marketingThe relationship between Marketing and Customer CareThe importance of communicationCustomer CareJunior School PromotionsSecondary School CampaignSupporting MaterialsMerchandising Using skills within the team (and the school)PMASlide7
Objectives of the Session
Challenge existing beliefs
To draw a line in the sandTo review workbooks and add in additional notesTo individually plan for the futureSlide8
Question
...
Are customers becoming more or less demanding?Do you want to be seen as professional caterers or school dinner ladies?Slide9
Current Situation
Falling rolls
School Food Plan/ Funding made available = high expectationsPressure to buy more local food (quality vs cost)Cost of petrol / food and other resources continually highAusterity – how will it affect peoples’ jobs, attitude and/our business?Slide10
On the positives …
Meal numbers are recovering following the fall-off from Jamie Oliver
UIFSMFunding has allowed for much needed investment in food, equipment, training and marketing Nationally, people are becoming more interested in what they eat - opportunity to play up Quality and Value For MoneyAlready started along the journey and have many successes under our beltsSuccessfully coped with change over many yearsWillingness to succeedSlide11
Result
No matter which
school you areThere is a need for continuous development and ongoing communication about improvementsSlide12
The Chartered Institute of Marketing’s definition is: -
“It is the management process that identifies, anticipates and satisfies customer needs profitably.”
What is marketing?Slide13
Question …
Are we in the
product or service game?Why service?Understanding the 7 ‘P’s of marketingSlide14
The 7 P’s of Marketing
Price
ProductPlacePromotionPeopleProcessPhysical evidence
Product Marketing
Service MarketingSlide15
Price
Food cost increasing (xx%) – average selling price increased by y%
Price = perception – keep a close eye on sales but don’t be afraid if the selling price increasesSchool Meals are excellent value (no matter whether junior or secondary)Slide16
Product
More locally procured, fresh, quality produce – but does anyone know?
Do customers know how great the food is? Consider non usersMSC, Red Tractor etcDo you tell them?E.g. Don’t just put the same items on a Salad Bar when there is a lot to choose fromSlide17
Place
The importance of the dining environment – tangible clues
Cutlery signLabellingEmployees’ knowledgeCleanlinessPresentation on, and beyond, the counterSlide18
Promotion
(use all methods at your disposal)In tune with the target marketConsider all stakeholdersUse all the resources you are givenTarget non usersThe whole point of a promotion is to make a big noise – don’t do it half-heartedlySlide19
People
Actively listening to customers
Acting like professional caterers not surrogate parents – better to ‘up-sell’ that alienate the customerAre staff servers or sellers?“That looks nice, what’s in it?”Are you naturally positive or negative?Slide20
Process
How easy is it to complain?
Employee discretion (are they empowered?) Targeting non users – How do you view packed lunch pupils?Slide21
Physical Evidence
1952 BS tin
Muslin Printed literature – referring to ‘Week 2, Day 3’ menusQuality of paper (cost) vs the message it sends outLooking from a customer’s perspective – actively lookingSlide22
Understanding the Relationship between Customer Care and Marketing
CUSTOMER CARE
(communicating with existing users)
Remember – in general, they are happy with the existing service and are not looking for change
MARKETING
There will be many reasons why non-users are not using the school catering service (Segmentation, targeting and positioning strategies )Slide23
Customer Care
Who are your customers?
How do you currently show customers you care….? HONESTLY… What can you do better in the future….?THE CUSTOMER IS KINGSlide24
The Importance of Communication
How do you communicate?
The importance of active listeningHow can you improve the perception you portray?Slide25
Junior School Campaign
Tangible materials to support
Small Step Improvements Select which is the best for youPromote the change Keep in touch Slide26
Improving the dining room environment – Dining Room Make Over PackageSlide27
Queue Buster – Trolley PackageSlide28
Junior Hot Sub/Sandwich StationSlide29
Attracting new customers and keeping their interest – Running professional sessions with targeted materials and displaysSlide30
Increasing Customer Satisfaction - Promotional PackageSlide31
Educational Food Imagery Appendix 1x ASlide32
Secondary School Promotional Campaign
Running a successful promotionSlide33
PROMOTIONAL MECHANIC
Has been used in Secondary Schools for 9 years
Recognise the difficulty of promoting to Secondary School pupilsThis concept achieves all that is required by caterers, suppliers and schools alikeElygra and the Children’s Food Trust worked together previously to implement in Plymouth, Rochdale and St HelensSlide34
OBJECTIVES OF CAMPAIGN
To add interest to the service
Expectation from schools to promote certain foodsRaise profile of certain productsCompetitors promote ‘meal deals’ and use as their USPs, we should do the same to competeCustomer expect promotions (High Street practice)Simple way to introduce new dishes/ menu itemsMechanism for ongoing ‘planned’ promotional activitySlide35
CONCEPT COMMUNICATES PROMOTIONS AND CLUBS
To be frequent enough to keep interest
Not too frequent to be too time consumingNot just about meal deals and money off, can also be about premium pricing better quality productsSlide36
HARDWARE
4 x A1 frames
3 x A4 counter top stands 1 x information pointPRINTEach term you will receive A1 combination posters – 1 for promos, 1 for clubs and seasonal specials. A3 posters for free standing information pointA4 posters for counter top stands Plus for selected promotions, additional marketing materials and collateralSlide37
The
key to running a successful promotion is
communication, the offers will need to be promoted to customers at every opportunity. Frames will be provided - it is important to find somewhere other than the dining room to attract the non-users. You will need toFind a suitable location within the dining area for 2 x A1 framesFind a location outside the dining area to locate 2 x A1 frames (side by side if possible)
Place the tall free
standing point in a high traffic areaPlace the counter top stands at the point that offer is being sold Slide38
Promotions
and offersWe have selected a number of promotions and offers that will help you increase sales. The campaign has a 3 tier approached as follows. Monthly Offers
Seasonal OffersClubs and Specials OffersFull instructions will follow in the information pack. Slide39
Monthly offers -
They will be made up of a selection of money off, new products and competitions, ideally to run for 3 to 4 weeksPromotions are scheduled 1 per monthSeptember: A welcome offer October: Lunch all wrapped upNovember Sizzling snack box
December: Xmas FactorJanuary: January SaleFebruary: I love pasta March: Kickin ChickenSlide40Slide41
Seasonal Specials -
Café style seasonal products (as seen on the high street) to last for around 4 – 6 weeks You will need to run all four one after another as datedOct/Nov Sizzling Specials for BonfireDecember: Christmas Presents February/March: Love is in the airMay/June/July: On the ball Slide42Slide43
Clubs and Specials Days -
This is a modern take on meal deals, they are less prescriptive and easier to run You will need to choose at least 3 per weekWestern WednesdaysDeli Thursday
Grab & Go ClubTake it away Tuesdays Curry ClubRoast ClubFish FridaySlide44Slide45
A1 POSTERS
2 A1 posters will be designed..
1 for your monthly promos1 for your seasonal promos and daily specialsSlide46
You will need to
Choose your promotions and offers as follows1 ‘monthly’ promotion per month1 seasonal special per half term3 clubs or special days per
week (to be repeated)Complete your planning/order form and return it to Elygra and advise of pricesOrganise ordering for the items required When in receipt, place the posters in the frames ready for the start of the offers, further instructions to follow. Ensure any prize tickets and stickers are at the correct service pointBrief all your staff about the campaign and how it works and tell them what is expected of them. Slide47
Making it work
Everyone plays a part in the success of the campaign, with the right offers at the right price and with the POS in the right place, this campaign will work.Engage the help of your staff
If you would like help or to chat through the offers please contact Karen Massey who can explain the promotions in detail for youSlide48
BENEFITS OF THIS APPROACH
Promotions can be planned in advance so everyone knows what to expect
Literature can be posted out well in advanceOpportunity for PR with Head Teachers/ GovernorsSchools will see more high profile investmentSuppliers can be tied-in and free stock requestedThe ‘hardware’ means updating the information is quick and simple (this task can be delegated)The mechanism gives a focus for the service to regularly review the service offer A fixed budget can be allocated in future for this activity as the cost of promotion can be determinedSlide49
TIMESCALES
Site visit to take place
Install hardwareStart promotionsReview dates agreedSlide50
Supporting MaterialsSlide51
Merchandising
Q.
What is merchandising?
A. The way you set out a counter to make it appeal to the customer.
The example of the supermarket
:How many times have you been to a supermarket to buy a couple of items and end up buying a lot more?Why is that?
Position of milk, etc. Fresh produce as you walk in.
Hot spots - Cold spots. Facings. Associated sales:Stuffing on shelves above the frozen/fresh turkey etc;Cheese sauce next to cauliflower.Maximising sales at the point of sale,
tills, etc.Slide52
How can that be adapted to your service?
How are things positioned on the counter?Straight lines sell – speed and ease of serviceHot and cold spots – what’s behind the pillar?Identify all points of sale – around school, what about the Secretary and Heads?Watch what customers do Body language - reaction to change
What time does the service sell out of certain items?Slide53
Presentation on the counter. Look from a customer’s perspective.
Height - Eye Level = Buy Level.
First dish sells more / push forward.
Know what is in each dish.Monitor success and failure.
Make it easy for customers to say ‘yes!’People buy with their senses – How does your food look and smell? Sell the ‘sizzle’ not the ‘sausage’Change the counter around – see what happens. Do you sell more or less? Slide54
Your Role
Set the standards – think what you want to see – Can it be better?
Look for continuous improvement (daily)Plan for successUse your team – what skills do they have?Slide55
Maintaining a Positive Mental Attitude
A desire to succeed - the will to win
Set goals - for work and for lifeBelieve in yourself - Positive action to feel good about yourselfHow can you do it better?So what if you made a mistake….so long as you learn by itSlide56
See the importance of the acorn, from there you will see the oak tree
Give recognition to others
Be positive - Life throws Challenges not ProblemsBuild up confidence - support each otherBe enthusiasticBanish negative peopleSlide57
Any Questions