In 2015 mobile devices overtook desktop computers as the number one source for viewing digital content. Fifty-one percent of the total time spent on the internet was on a mobile device as opposed to forty-two percent on a desktop computer or laptop. Businesses have noticed this trend and are looking at popular mobile social media apps to advertise their business. One emerging social media platform is Snapchat. Snapchat has been popular because it’s a way to post real time videos and pictures. The videos and pictures are added to the individuals “Snap story”, and act as a broadcast that you can share with the world or just your friends. Another unique feature of Snapchat is the ability to send picture and video messages that automatically delete after it is viewed by the recipient. These unique features have helped Snapchat gain a lot of buzz over the past couple of years and businesses are starting to utilize the platform as a form of advertising.
Garcia’s Latin Market can leverage this platform by posting pictures and videos of their daily specials. Also they can post clips of behind the scenes food prep and cooking in the kitchen. I also recommend they post clips and pictures of their company culture in order to show the specified target market exactly what differentiates Garcia’s Latin Market. Which is authentic Latin food cooked and prepped by individuals who live and breathe the Latin culture.
With large events like the Super Bowl comes marketing opportunities for businesses of all sizes. Small businesses and nonprofit organizations can leverage social media and other forms of media by being highly active during these large media times. I would recommend that my client Garcia’s Latin Market post engaging tweets to our target market of individuals in the 18-50 age bracket who are looking for quality, authentic Latin food. An example tweet I have generated is, “Retweet for a free entrée, winner will be chosen at 7pm.” Using posts of this nature will create buzz for the business and get social media users involved with Garcia’s Latin Market.
Other events that would be important for Garcia’s Latin Market to be involved in are local parades in Morgantown, WVU events, professional sporting events, involvement on social media during high viewer TV events, and involvement during times of high internet traffic. My client can get involved by posting engaging content, food giveaways, and pictures of daily specials. It is critical to post on all social media platforms and to use this platform to promote and showcase their catering capabilities. My client’s target audience will engage them at this time because these are times of high social media activity and typically at these events some kind of food is consumed. My client can gain these customers by developing an effective social media strategy that will influence consumers to look at Garcia’s Latin Market for all their hunger and catering needs.
Garcia’s Latin Market located on 143 High St, specializes in Latin foods, products, and merchandise. On February 7th, 2016 they will be celebrating their five-year anniversary of conducting business in the Morgantown market. Garcia’s Latin Market generates most of its business through selling homemade tacos, nachos, salsa, and Latin desserts. They pride themselves in delivering fresh authentic foods that truly represents the Latin culture. Garcia’s Latin market complements restaurant sales by offering Latin products, Latin clothing, spices, and authentic Latin dinnerware.
Garcia’s Latin Market has two primary competitors. First, I will discuss Black Bear Burritos. They offer foods from a similar culture and with similar ingredients. The major difference between the two businesses is that Black Bear specializes in burritos as opposed to tacos. As marketers Black Bear Burritos has an advantage over Garcia’s Latin Market as they already have a presence on Twitter and Instagram. Combined with the better location and more inviting entrance, Black Bear routinely fills up tables with customers who could potentially be patronizing Garcia’s Latin market.
Their second primary competitor is Chico’s Fat. Chico’s Fat is a Mexican restaurant that offers similar ingredients and meats to Garcia’s Latin market and offers both burritos and tacos. Chico’s Fat currently has a presence on Facebook and Twitter. Chico’s Fat also has a great location at the top of High St, Morgantown and also has better outdoor lighting. These factors make the business easier to find for the consumer therefore they are more likely to eat at this specific restaurant.
Both competitors are currently generating more business and seem to be having success with their social media strategies. Both businesses are active on multiple social media sites and post content directed to a similar target market. They engage these customers by posting pictures of daily specials, offering free food, asking for recommendations, developing unique content, and by directly communicating with potential customers. Although Garcia’s Latin market is lagging in terms of social media, they attempt to remain competitive by offering decent prices and a meal typically doesn’t cost more than $8-$9.
In order for Garcia’s Latin Market to take a larger share of the market they will need to continue to spread the name of the business through utilizing other social media websites and engaging with the customer. This will allow them to better meet consumer needs and generate more business. In order to stay ahead on social media it is important for Garcia’s Latin Market to be active on multiple social media sites. Aside from social media I think they should continue to visit farmer’s markets around Morgantown and continue to serve food across from the Mountainlair at least once a business quarter.