**Expanded Marketing & Sales Strategy**
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### **Digital Campaigns**
**1. Social Media Blitz**
- **Influencer Partnerships**:
- **Tiered Approach**:
- **Mega-Influencers** (100K+ followers): Partner with @AddisFoodie (250K followers) for 3 Reels/month (50,000 ETB/month) showcasing “Behind-the-Scenes Pizza Crafting” and themed events.
- **Micro-Influencers** (10–50K followers): Collaborate with 10 lifestyle/food bloggers (5,000 ETB/post) for user-generated content (UGC) with #IslandPizzaAddis.
- **Content Mix**:
- **Reels**: 15-second videos of cheese pulls, tropical décor, and customer reactions.
- **Stories**: Polls (“Choose Next Pizza Flavor!”) and countdowns to Island Nights.
- **Metrics**: Target 500K impressions/month, 5% engagement rate (likes, shares).
**2. TikTok Dominance**
- **Challenge Mechanics**:
- Launch #IslandPizzaAddis challenge: Users dance to reggae music with Boaz pizza box for a chance to win free meals.
- **Prize Tiers**:
- 1st: Year of free pizza (value: 12,000 ETB).
- 10 runners-up: 500 ETB vouchers.
- **Budget**: 200,000 ETB for promoted posts and prize pool.
- **Localized Hashtags**: Partner with Ethiopian artists like @BettyG to create a challenge soundtrack.
**3. Geo-Targeted Ads**:
- **Platforms**: Facebook/Instagram ads targeting:
- 18–35-year-olds within 5km of Bole/Kazanchis.
- Expats in Addis Ababa (English-language ads).
- **Creative**: Video ads highlighting combo deals and Island Nights.
- **Budget**: 100,000 ETB/month for 1,000 daily impressions.
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### **Offline Tactics**
**1. Free Tastings**
- **Locations**:
- **Sheger Park**: Weekend pop-up booth (500 samples/day) with QR code sign-ups for loyalty program.
- **Addis Ababa University**: Campus tours during lunch hours (1,000 mini pizzas/week).
- **Sampling Strategy**:
- Offer bite-sized Margherita (250 ETB) and Spicy Chicken (400 ETB) slices.
- Distribute coupons (50 ETB off first order) with 14-day expiry to drive urgency.
**2. Loyalty Program: “Island Rewards”**
- **Mechanics**:
- **Tiers**:
- **Coconut Tier (0–4 purchases)**: Free drink on 5th visit.
- **Palm Tier (5–9 purchases)**: Double points on weekends.
- **Sunset Tier (10+ purchases)**: Free pizza + VIP event access.
- **Gamification**: Spin a digital wheel after each purchase (prizes: discounts, merch).
- **App Integration**: Track points via QR code scan; redeem rewards in-store or online.
- **Goal**: 30% customer retention rate by Year 2.
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### **Partnerships**
**1. Ride-Hailing App Collaboration**
- **Deal Structure**:
- **20% Off First Delivery**: Promo code “ISLANDRIDE” for Ride app users.
- **Exclusive Combo**: “Ride & Relax” (1 pizza + 2 smoothies for 450 ETB vs. 550 ETB).
- **Co-Branding**: Ride drivers wear Boaz-branded shirts; app features Boaz banners.
- **Revenue Share**: Ride earns 10% commission on Boaz orders via their app.
**2. Tourism & Hospitality Tie-Ups**
- **Hotel Partnerships**:
- **Radisson Blu/Sheraton**: Include Boaz vouchers in tourist welcome kits.
- **Tour Operators**: Offer “Island Night Dinner” add-ons for city tours (15% revenue share).
- **Airport Kiosks**: Pilot a grab-and-go counter at Bole Airport (5% of sales to airport authority).
**3. Corporate Alliances**
- **NGO/UN Contracts**: Cater monthly meetings with custom menus (e.g., vegan platters).
- **Co-Working Spaces**: Discounted lunch combos for Nairobi Garage/Blue Moon members.
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### **Integrated Campaign Timeline**
| **Activity** | **Month 1–2** | **Month 3–4** | **Month 5+** |
|----------------------------|-------------------------|-------------------------|--------------------------|
| **Influencer Launches** | Contract @AddisFoodie | Micro-influencer UGC | Refresh content quarterly|
| **TikTok Challenge** | Develop soundtrack | Launch + promo | Announce winners |
| **Sheger Park Tastings** | Weekend pop-ups | Scale to 2x/week | Seasonal themes (Xmas) |
| **Loyalty Program** | App development | Soft launch | Tier upgrades |
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### **Budget Allocation**
| **Channel** | **Budget (ETB)** | **Expected ROI** |
|----------------------|------------------|---------------------------|
| Influencers | 600,000 | 5:1 (3M ETB sales) |
| TikTok | 200,000 | 4:1 (800K ETB sales) |
| Geo-Targeted Ads | 300,000 | 3:1 (900K ETB sales) |
| Tastings | 150,000 | 2:1 (300K ETB sales) |
| **Total** | **1.25M ETB** | **5M ETB Sales (Year 1)** |
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### **Risk Mitigation**
- **Influencer Flop**: Include performance clauses (e.g., 50% payment post-engagement metrics).
- **Low TikTok Participation**: Backup plan: Partner with schools for group entries.
- **Delivery Delays**: Train in-house riders to supplement Ride during peak times.
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**Why This Works**: By merging viral digital campaigns with hyper-localized offline tactics and strategic partnerships, Boaz creates a 360° brand experience. The loyalty program and Ride collaboration lock in repeat customers, while influencer content and tastings drive discovery. This strategy doesn’t just sell pizza—it sells an *escape*, positioning Boaz as Addis Ababa’s go-to destination for affordable luxury. 📱🎉