JIMMY JOHN’S NEW AGE OF MARKETING
Presented By: Ron SkubiszNew Media Drivers License
8/13/2010
Slicing Into Jimmy John’s• Founded in 1983 by Jimmy John Liautuad, Jimmy John’s has established
themselves has one of the premiere gourmet delivery sandwich restaurants.
• Jimmy John’s is known for their gourmet sandwiches using only freshly made bread and ingredients. One of the things that sets Jimmy John’s apart from the rest is how quickly a customer can walk in and walk out of the store with their order.
• In the “healthy” fast food industry. Some of Jimmy John’s biggest competitors are Subway, Blimpie, and Quiznos.
• Jimmy John’s has a stable and wide ranging customer base. Their target market aims at customers who want a fast and healthy gourmet sandwich. A lot of attention is paid towards college students as well as the on the go worker.
Current Marketing Strategy• Jimmy John’s current marketing strategy is
focused on promoting Jimmy John’s fast delivery service. Using television ads, event sponsorships, Internet advertising, radio, and billboards.
• Much of Jimmy John’s marketing is done through television and internet.
• Jimmy John’s uses both Facebook and Twitter to interact with their costumers online. Currently on Facebook, JJ’s as 408,266 people who “like” them and almost 10,000 followers on Twitter.
• Jimmy John’s sponsors NASCAR, driver Kevin Harvick in the 33 car. As well as current UFC Heavy Weight Champion Brock Lesner.
Click logo for television ad.
Marketing Proposal
New Media Marketing Tools• Facebook• Blogger• Mobile Phone Apps• Youtube
• Offer coupons or other discount offers for adding Jimmy John’s to user’s “Like” list.
• Use Facebook to create and inform customers about upcoming promotional or discount events.
• Buy ad space on Facebook page
Blogger
• Encourage customers to go on Blogger and write reviews about Jimmy John’s
• Offer coupons or discounts to bloggers who post about JJ’s
• Hire well known bloggers and food critics to post reviews and start open discussions
Mobile Phone Apps
• The app store for apple alone has 225,000 applications with over 5 billion total downloads.
• Companies such as Chipotle, Pizza Hut, and Taco Bell and other restaurants have created applications to help promote their stores.
• Jimmy John’s should create an application which would allow for users to find store locations, browse the menu, and place orders for pick up or delivery.
YouTube
• In 2010, YouTube was estimated to be serving over 2 billion videos a day
• YouTube has become the most popular place to find amature or professional videos on the web.
• Jimmy John’s could take advantage of this dominate media tool by holding a video contest. Where applications make and upload their own Jimmy John’s commercials onto YouTube. After a certain amount of time whichever video receives the most views will be added to Jimmy John’s national television ad campaign.
Budget• One of the biggest advantages of advertising on the Internet is that start up and
maintenance costs are relatively low in comparison to television advertising. • Facebook: Costs should be relatively low. The only costs that would be applied to
this venture would be maintenance of the page itself. • Blogger: Costs associated with would range anywhere from 5,000 to 20,000 dollars a
year for payment to bloggers and critics. • Mobile Apps: Costs for building and maintaining mobile phone apps should only cost
a few thousand dollars. • YouTube: The costs for running the actual contest should be reasonably low due to
the fact that promoting this can be done online. For 5,000 dollars Jimmy John’s will be able to promote their contest effectively. The most expensive part of the campaign comes with placing the ad on television. Costs could range from 20,000 to 50,000 dollars.
• The total budget for my new media marketing strategy should not exceed more that 100,000 dollars.
Evaluating Success • A key advantage of advertising online is that evaluating whether a
particular campaign was successful or not has become fairly easy. • Facebook: By tracking either the growth or decline in Facebook fans can
be a sign of success. Another step to measuring success is to have surveys handed out at events run through Facebook, asking how people heard of this event.
• Blogger: Success due to bloggers can easily be recorded by tracking the number of people to read and leave feedback on JJ’s blogs.
• Mobile Apps: By tracking the number of times the Jimmy John’s app is downloaded as well as the number of orders placed thru the app is an extremely accurate method of measuring success.
• YouTube: Success for the YouTube television commercial contest can be measured by tracking the number videos uploaded as well as the total number of hits those videos receive.
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