Bulls Eye Barbeque Sauce

Theo Davis
Buyer's Journey and Social Media Marketing

● Sold online and through 3rd party grocery stores

● Focus social media marketing on building consideration and advocacy for the sauce due
to data showing lack of consideration and loyalty amongst consumers

● Focus on differentiating Bull’s Eye Barbeque sauce from other brands due to unique
bold flavor and lack of differentiation in market
Competitor Analysis Sweet Baby Rays
Competitor Analysis Insights

● Instagram: More engagement coming from recipes, not replying to users comments
but liking a few, has the biggest social following and most engagement
● Overall post the same content across all social channels however is least effective on
Twitter
● Twitter: Don’t have any likes on retweets on some posts, others have very few, posts
that do better are videos that don’t relate to recipes, often references the season
○ Football season and beer
○ Hot dog toppings rather than direct referencing whatever the recipe makes
● Facebook: Recipes work well, not as much engagement as instagram
● Best social channels to focus on are Instagram and Facebook
Internal Audit
Internal Audit Insights

● Not much of a social media presence

● Aren’t using Facebook or Twitter
● Existing Facebook page in Germany, no page for the U.S.
● Images of grilled food does well on Instagram and get’s good engagement, content to
focus on later
● Would utilize Facebook and Twitter more because Sweet Baby Rays doesn't have good
engagement in those channels
Persona

Age: 30-45, Married with kids, Middle income level

John is a 35-year-old male who loves to grill on the weekends after a long week of work to relax. He
works a 9-5 job on the weekdays and lives in a small town in Texas. He loves spending time outdoors
with friends, family and neighbors and often grills for them on the weekends. He loves to have people
over at his house to hang out and being the host of family and friend events. While John likes to grill,
he’s average at it and would love to get better. He would invest time and money finding the best
grilling equipment and ingredients to make his food stand out and to impress his friends and family
when they come over for dinner. Because johns always looking to improve, he’s not loyal to any
barbeque sauce and had bought Birds eye in the past. John uses food and entertaining to connect
with family and friends and because of that he really wants to impress them when they come over
and cares deeply about what they think.
Social Media Objectives

● Increase revenue for Bull’s Eye by 20% at the end of the year driving consumers to the
website.
○ To focus on increasing consumer consideration and revenue as revenue is down
and isn’t being sold as much in stores
● Increase engagement by for Bull’s Eye as measured by comments by 40% by the end of
April 2022 on Twitter and Facebook
○ To focus on increasing social media presence in the United States
Brand Voice

● Bold - Unique, Direct, Genuine

● Strong – Powerful, Real, Confident
● Knowledgeable – Helpful, Experienced, Passionate
● Because Bird’s Eye target’s men I chose a voice that would be more masculine and
highlight what Bird’s Eye has to offer including their unique bold flavor and their
knowledge and passion of grilling
Channel Strategy
Content Pillars

● Grilling tips and recipes, different ways to entertain family and friends, the bold unique,
manly flavor of of Bull’s Eye Barbeque Sauce
○ Fits with the persona’s values
○ Focus on the things the persona isn’t good at but wants to get better like grilling
to get the persona’s attention and follow their brand
○ Post recipes that involve the sauce to help boost revenue
○ Make the brand more relevant by posting content about entertaining family and
friends, something the persona likes to do
○ Emphasis on bold flavor of sauce to differentiate Bird’s Eye from others on the
market
Campaign Ideas

#Grillingmyway – Feature a different person every day and how they grill with the barbeque
sauce and entertain during the summer, good way to involve consumers and to share tips
about how different people grill and spend time with their family and friends.
Paid, Owned, and Earned Media

● Paid: Using micro influencers to support my campaign

○ Influencers who make grilling content and are known in the food and grilling
industry
● Owned: Post different consumer methods of grilling on Bull’s Eye social channels and
repost what influencers post on their accounts for campaigns
● Earned: Followers of Bird’s Eye post on their own social media accounts about how
they grill or they share the social media post that Bird’s Eye posted
Tracking Metrics

● Track engagement metrics like shares, likes, and comments

○ Track these metrics to measure advocacy and judge the success of a campaign
● Track purchases and revenue
○ See if consumers are buying the sauce