Promotion Strategy

We need to create a unique brand identity to stand out from the competitors while promoting the
food truck.

The Model of Goals that we are going to follow is AIDA that stand for

● A = Awareness
● I = Interest
● D = Desire
● A = Action

First we will focus on increasing the awareness of the brand identity that we will create and spread
the knowledge of the brand, we will target the cognition of the potential customers. We will use
image ads for this.

When the Brand awareness is growing at a steady rate we will then focus on targeting the attitude
about the brand and develop them to enhance the positivity around the brand, increasing the desire
to consume food from the food truck, we may do this by giving them first time discount offers.
By creating awareness about our brand will focus on converting Example of image ad
the participants into trying out the products, for this we may
hold opening day mega discounts or release coupon codes for
limited customers.

We will then focus on targeting the behaviour and intention

regarding the products of the food truck from our customers and
simultaneously encourage others to try the products for the first
time. For this we may invite local food critiques and local social
media influencers to promote a positive association of our brand.

After all these steps we will then focus on reminding the

customers about our brand and lure them to keep on following
and repeating the purchase from the food truck and encourage
more buying. We may do this by releasing promotional offers
once in a while for customers to come and increase their
purchase. We may use cognitive ads for these.
Promotion Tactics
The Campaign Theme for the first year will be based on building the unique brand identity and
creating awareness about it through product demonstration and image ads.

We will be using the pull marketing strategy because it is a direct to customer business, moreover
the raw material the food truck will source from is probably from a wholesale store as they need it in
huge quantities.

We will be focusing on distributing the product widely , giving inexpensive trials and free samples of
new products to increase awareness, give coupons for customers to give repeating orders, give
quantity discounts for example if buying huge quantities.

We are using this pull marketing strategy because we are dealing with the end user to engage the
customers awareness and loyalty.
 Example of image ad
As the technology is growing therefore we will focus on more on
Internet and Social media and influencer marketing since they
can prove to be provide a very high ROI, we may even use
notifications to lure the customers by reminding them about the
food truck to come and make a purchase.

We may use platforms like instagram, facebook, youtube and

Google to market about our brand and encourage the potential
customers to try out the products and have valuable feedbacks.

With the use of such platforms we can control the target

audience for our ad campaigns and bring out the most value
from it.

Initially we will have a competitive pricing strategy through

which we may get the attention of our target audience and
attract them to pivot to our products once they find more value
in our products.
Budget and Timeline
Timeline Marketing Activities Budget
January - February Creating campaigns to create $10,000
awareness about the brand

March - April Creating Hype for opening and $13,000

locations

April - July Creating campaign to lure $15,000

customers through opening
discounts.

August - September Creating Campaigns for Bundled $5,000

offers to increase sales.

October - December Notifying customers and reminding $7,000

them about the products and
distributing occasional discount
coupons

Total = $50,000