Tasks assignment

The ideas I will like to discuss is a food pick up service. Unlike food delivery companies Doordash or Seamless, this food pick service aims to reduce the waste of food. Many restaurants, bars, and convenience stores have food that has not expired but can’t sell them anymore because those foods need to be sold in a given day. For example, a convenience store needs to sell sushi lunch boxes by the end of a day before it closes or they would throw them away. This creates so much waste of food. The food pick up app I want to build is to solve these major issues. With the food pick up app, users can see all the food available around their locations and schedule to pick up. Those foods would be sold at a cheaper price. They are still fresh and delicious but restaurants can’t sell them anymore. 

The food pick up app provides a platform for people with a tight budget to find affordable food. For example, they are students or families with lower income. It also provides business opportunities for restaurants and convenience stores. A customer pays on the app and goes to the destination to pick up the food. The business will also be operated within Covid regulation with zero contact pick up. 

The target audiences for this food pick up app are students and also working professionals who are looking for an economic friendly lunch box or dinner options. The social media marketing channels to reach these audiences include Facebook, Tiktok, Instagram, Youtube, and Pinterests. 

For Facebook and Instagram advertising strategy, I will set up target audience based on age, locations, income level and target audience who are interested in food delivery service. I want to run A/B testing to test different advertising formats, placement, scheduling, landing page and let the Facebook algorithm identify the best approach. 

The disadvantages of these channels are sometime, some audience sizes are too small to be identified. It takes an advertiser time to discover right audiences and through those learning phases, an advertiser would still pay for the advertising costs

On TikTok and Youtube, I will partner with affiliates and influencers to create video ad content about their experience to build an upper funnel strategy. For example, a video app showcasing an influencer’s experience buying delicious food through the app. When people search for the brand name on search engines, these videos show on the search engine results page. This way allows me to create a full funnel strategy to capture potential customers across all the marketing channels. 

The disadvantages of these platform are sometime, when people see the video ads before the videos they are going to watch or in the middle of the video they are watching, they feel annoyed. It will still count as one view for marketing metrics, but it is difficult to know whether it drives a positive impact.