("If properly designed, every sales promotion tool has the potential to build both short-term excitement and long-term consumer relationships." p 433)
The quote above sums this all up perfectly. We are a simple food truck just starting out. We can't afford TV airtime right now for commercials that would most likely air during spots for sex hotlines and "BUY GOLD!" scams. Social Media is not only extremely cheap to free as it is, but it's also become the dominant force in mass communications here in 2011. So, in addition to our obligatory website, of course, we are going to make the best out of a Facebook page and set up Events on there telling people when and where the truck will be.
With each event page, it will basically provide a schedule of when and where the truck will be on each day and night. That way, people that are nearby (and those who aren't) can know where to catch it for lunch/dinner. ("They can create their own brand-marketing events or serve as sole or participating sponsors of events created by others" p.435) Our Twitter account will be linked to the Facebook page as well so people can receive updates on their smartphones. Also, we will be encouraging personal interaction with our customers as well, so they can send in their suggestions, compliments, complaints, etc. It is essential that we establish a relationship with them so they feel they can a say in how they like their food from Mobile Italy.
What our hope is with this is that the people who find out about our Event pages can spread the word to their friends and suggest them to our Facebook page. Within a month, we hope to build up at least several hundred followers. As the followers grow, so will the attention, and we will also be utilizing press releases for our appearances at the local festivals (such as First Friday)
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