TQL MARKETING

MARKETING STRATEGIES
Promotional Campaigns &
Ideas

Introduction
The following document outlines potential marketing strategies through promotional campaigns
and ideas, planned and developed in relation to the gathered information from the TQL marketing
survey.

Five marketing strategies are outlined below. The reasonings and methods of implementation are
further given.

1. Website
What?
An online website displays information on all aspects of the application, easily and readily available
for all intended audiences. Interested users often rely on the website to quickly relay the core
intentions and workings of the application, as well as the benefits applicable to themselves.

The design of the website is crucial. Users stay interested in websites that convey information
through short key descriptions, and visually appealing graphics. This is evident when observing the
two most heavily used online platforms gathered from the survey, being Dominos/Pizza Hut and
Hoyts/Event Cinemas. Key words that users expressed about these platforms is that they were
easy and simple to use, and convenient.

The website should also be intuitive in nature. All users must be able to use, view and understand
information delivered through the website. The surveyed population chose that simplicity is the
most important factor for their use in popular food websites such as Menulog and Zomato.

The website must be heavily advertised to generate user views. The factor of popularity has the
potential to influence whether a user chooses to view this website, or a competitors along the road.
As determined by the survey, the population deemed that popularity alone was a key reason to why
they chose to use specific food websites over others.

Why?
In order to promote TQL, there needs to be a place where information about the founders, the
application itself, a means of contact and methods on applying your business for TQL.
The average user will rely on the website to deliver more specifics on the TQL app.

One of the most important reasons for the website is to give clear instruction for any potential
restaurants and food businesses on how to apply themselves to make use of the TQL service. This
information (and business transaction) is not readily available within the TQL app description inside
the app store.

Furthermore, the average user or business will rely on the website for contact details. This is for any
potential queries on the application and TQL service.

How?
-

Decide on website platform/server (doesnt need to be very fast. Only displaying

information and not processing any data).

- Plan the design of the website, which should include:
- A home page that shows the essence of the application and directs
visitors to download the application on their mobile phones.
- Include promotional/instructional video of the
application.
- A business page that gives information and instruction on how to
apply potential restaurants and food businesses to TQL.
- A company page that provides information on the founders of the
company, their values and mission statements, and their future resolves.
- A contact page providing means of reaching the team for business
and application queries.

2. Infographic Video
What?
An infographic video acts as an engaging medium which aims to entertain and educate users in the
functionality of the mobile application. This should cover a basic description of the service itself,
followed by a step by step tutorial on how to place an order. The video can be posted on the
Facebook page/advertisement and website.

Why?
Upon launch for the Apple App Store and the Google Play Store, most applications have an
instruction video to explain its functionality. Videos are one of the fastest ways to get information
and understanding across to people. It is better to show how TQL can improve their quality of life
during lunch, than explain it through written text on the website, Facebook and other advertising
campaigns. We need to show in this video the customers frustrations of queuing in a line and
waiting for food and contrast this with how TQL addresses this problem; VALUE. VALUE. VALUE.
(Customers get this app for free!).

From our research, the content of the video should be about convenience, easy, faster queue and
simple to use

How?
-

Create a YouTube channel to host the videos.

Hire a team to create the video content.

Launch video upon TQL Product launch on the app stores (Android and iOS) as well as website,
Facebook.

3. Facebook Marketing Strategy

What?
Facebook has a promotion by which you can share content that is projected towards a certain target
market. This can be a Facebook page, website, link. We can target certain categories that will benefit
the exposure of TQL. Furthermore, Facebook supports paid advertising - which can potentially
deliver information on TQL to a selected targeted audience on Facebook. This advertisement can
link users to the TQL page, as well as directly to the TQL application within the app store.

Price Guideline (80 days exposure time):

Cost (AUD)

Estimated Daily Reach (persons)

$200

2900 - 7600

$300

4500 - 12000

$400

5200 - 14000

$500

5800 - 15000

Facebooks paid advertising system contains many options to target a particular audience. Primary
targeting configurations are age, gender, language and location (with the option for everyone who
live, visited or travelled to the location).
Detailed targeting configurations allow for the inclusion of specific demographics, interests, and
behaviors. This will allow TQL to additionally reach a more specific audience that isnt accounted for
primarily.

Alternatives to exposure
Offer Claims
It is still a Facebook promotion, however the fact that there is a discount with your first meal will
entice people to claim that offer, download the application and use it.
-

The main reason why people shop online instead of in person is largely due to the

large amount of sales available. As suggested from the keywords in the survey; consumers
love same valued products to be cheaper and they want to save.
- This strategy should be implemented when more people have downloaded and has
gained a reputation for the service.

Why?
Majority of respondents were aged 24-60 in our survey, the second biggest group was aged 18-24.
This means that they most likely use Facebook (findings also suggested that majority of the
respondents use a smartphone). Paid Facebook advertisements will be extremely effective as a
marketing tool to promote the initial launch of TQL.

How?
-

Set up Facebook Page.

Create first post to link to app store and android play store.
Create eye catching promotional graphics or video and description of advertisement.
How much money is TQL going to spend?
Launch campaign.

4. Referrals (Within the mobile application)

What?
A person refers their friend to the application using a friendship code. Upon that friends first meal
bought from that app, both will get a discount or saving on their next meal. Although maybe costly,
it will encourage the use of the app and exposure.

Why?
As done by many successful tech startups (Uber, AirBnB), referrals greatly increased their market
share in the industry as it was Word Of Mouth with mutually beneficial incentives for both parties.
Although TQL may be making a short term potential loss on providing discounts to meals, the
application would have been downloaded and used at least once in a practical sense. They may rate
the application and provide feedback in terms of functionality (negative feedback will highlight areas
of improvement and positive feedback will lead to higher ratings on the app store.

How?
-

Figure out appropriate discount on the food and for what item.
Pay restaurant for every order made through the application (create pool of money

at the end of the week to send to the restaurant).

- Implement referral discount code system on the mobile app.

5. Influencer Reviews (Public Relations Strategy)

What?
Influencers are individuals/groups who have gained a fanbase from publishing original content on
magazines, newspapers, YouTube, Instagram and any popular media. The fanbase composes of fans
who share the same common morals and goals as the influencers themselves.

Influencers who cover the topic of food have gained a fanbase through logging their food
endeavours. Their target audience are consumers of food and therefore are potential targets for
TQL. They have a passion for discovering new places and therefore this is not subjected to finding
new apps that would improve their purchasing behaviour/eating habits.

Popular influencers have a high degree of trust from their backing and therefore any positive
opinion will persuade their audience to at least see what TQL is and maybe download the
application to try.

Why?
As the selection Food Blog came third where the surveyees locate good restaurants, it shows that
influencers are doing a decent part in.

Promoting through the influencers, we will be able to reach to a larger group of people whom have
already subscribed. As we are at our beginning stages, having the support and backing of an
influencers can significantly help us gain a wider exposure to the general public.

How?
-

Locate an influencer who has a good public image and respected by the food

community. (YouTube, Blogs, Facebook, Instagram)

- Maybe an endorsement offer.
- Discuss with the influencer some benefits for their fans when they opt in with the
service.

Set some guidelines for them to assist our promotions.