Course: E-commerce

Course code: 410-CE1-GS

Assignment – Web marketing brief
Value: 25%
Evaluation-correction grid

>>ANSWERS HIGHLIGHTED<<

• Introduction
• Describe your organization – business overview, description of product/service
and the reason for this creative brief

Business Overview:
"Gooze" is a virtual marketplace connecting freelance bartenders with individuals and
businesses in need of bar services for events and special occasions or even a private party. Our
platform offers a vast pool of talented and experienced bartenders, who can provide
personalized and professional bar services.

Service Description:
Our service is a comprehensive bar service solution for individuals and businesses looking to
hire bartenders for their events. Customers can browse through our platform and select a
bartender based on their expertise, location, and availability. Our bartenders can offer a wide
range of bar services, including cocktail mixing, alcohol purchasing, setup and cleanup, and
event management.

Reason for Creative Brief:

The purpose of this creative brief is to create a clear and compelling description of Bartender
Hub and its services. The description will be used to attract customers and stakeholders,
communicate the unique value proposition, and build a strong brand identity. Additionally, this
brief will help to position Bartender Hub as the go-to solution for bar services, and establish
trust and credibility with our target audience.

• Project details
• Explain the scope of the project – what is it for, when it needs to be complete

What is it for:
"Booze" is a virtual marketplace for bar services. It connects freelance bartenders with
individuals and businesses that need their services for events and special occasions. The
purpose of "Booze" is to provide a comprehensive solution for bar services by offering a
platform for customers to browse through and select experienced bartenders based on their
expertise, location, and availability. The bartenders can offer a range of services, including
cocktail mixing, alcohol purchasing, setup and cleanup, and event management. The creative
brief is meant to create a clear and compelling description of "Booze" and its services to attract
customers, communicate its unique value proposition, and build a strong brand identity.

• Goals and objectives

• Explain the goals and creative objectives
• Please highlight the following:
• Goal
Goals:
 Establish "Booze" as the go-to solution for bar services for events, special occasions and
gatherings
 Differentiate "Booze" from its competitors and communicate its unique value
proposition
 Build trust and credibility with target audience

• Strategy
Strategy:
The overall strategy for "Booze" is to make the bar service process easier for both the customer
and the bartender by providing a seamless platform for booking and executing events.

• Objective

Objective:
The main objective of "Booze" is to increase customer satisfaction and loyalty by simplifying the
bar service process and providing a hassle-free experience.

• Tactic

Tactic:
1. Streamline the booking process by offering an easy-to-use platform for customers to
request services and connect with bartenders.
2. Provide clear communication and coordination tools between the customer and the
bartender to minimize confusion and ensure a smooth event.
3. Offer a wide range of services to cater to various customer needs and preferences.
 4. Offer flexible payment options to make it easier for customers to book and pay for
services.
5. Continuously gather customer feedback to continuously improve the platform and make
the bar service process even easier.
6. Foster partnerships with event planning companies and event venues to provide a
comprehensive solution for bar services.
7. Continuously train and support the freelance bartenders to ensure the highest quality of
services.

Please identify 1 of the 5 pillars of User Generated Content technique for your page’s layout
1. Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be
informative, educational, or entertaining
2. Marketing-backed. The content has underlying marketing and sales objectives that a
corporation, association, or institution is trying to accomplish.
3. Behavior-driven. Seeks out to maintain or alter the recipient’s behavior
4. Multi-platform (print, digital, audio, video, events). It can be, does not have to be,
integrated
5. Targeted content

• Audience
• Describe primary and secondary audiences, demographics, target personas,
geographic location

Primary Audience:

Event organizers and planners

Individuals planning some occasions such as party, anniversaries, celebrations and gatherings
Businesses organizing corporate events, parties, and conferences

Secondary Audience:

Bartenders looking for freelance opportunities

Alcohol suppliers
Venue owners and operators

Demographics:

Age: 25-55 years old

Income: Mid to high income
Education: College or university educated
Occupation: Event organizers, business professionals, venue owners, bartenders
Target Personas:

Busy event planners looking for a convenient and reliable solution for bar services
Individuals planning a special occasion and seeking high-quality and personalized bar services
Businesses looking to enhance their corporate events with professional bar services
Geographic Location: Montreal, Quebec, Canada

"Booze" aims to target event organizers, individuals, and businesses in Montreal, Quebec, who
are seeking professional and reliable bar services for their events and special occasions. The
platform will focus on the city of Montreal and its surrounding areas, where there is a high
demand for event services and a large pool of talented bartenders. The platform will cater to
customers who value convenience, quality, and professionalism, and are willing to pay for a
comprehensive bar service solution.

• Competitive landscape (identify 3 competitors)

• Describe your competition and list their websites or other competitive web
marketing references

Competitor Description:
"Booze" will face competition from a range of companies offering bar services for events and
special occasions only.
We could identify just two competitor in this segment
Competitor Website:
https://www.gigsalad.com/Event-Services/Bartender/QC/Montreal
http://www.hireabarman.ca/hire%20a%20bartender%20montreal.htm
Marketing references:

https://www.instagram.com/gigsalad/
http://www.hireabarman.ca/hire%20a%20bartender%20montreal.htm (They don’t have an
Instagram)

• The competitive landscape evaluation should include the evaluation of at

minimum 4 competitors’ websites. A table showing the following analysis should
be included:
• What is the visual impact?

They work mainly with good photographs, which shows fun and party

• Do they use sketches, cartoons or photography? Are the images stock

photography or original images?
Photography - Original
• How is the navigation on the website? What are the first navigational
items that people notice?
The navigation was easy as the hiring process, however the design of the website is not
attractable.
• Is there a clear call to action? Are there several? How are they
highlighted? Do they use call-to-action text or button? If so, how big and
what color?
It vary depending on the site, the gigslad use more CTA, but not so much however both
websites are not optimized for conversion.
The CTA collor is blue.

• What is the color scheme?

In booth website is not very well defined, but is observed White and Blue and White, red and
black

• What is good, the bad and the ugly? List what you like and what you
don’t like.
Like:
Easy to define the type of event that I’m going to have;
Exist a guide step by step how it works
There are some customer feedbacks

Not Like:
Ugly websites
Not user friendly
They don’t have a strong a presence in social medias
Low availability of professionals

• What is the overall tone: fun, artsy or businesslike?

Fun mixed with business

• What are the top menu items?

Search, Hire a bartender, Classes, Contact Us, How it works, Party Ideas

• How is the latest news highlighted?

Is not possible to see

• How does the website highlight the best deals?

At the bottom of the page with customer reviews
 • Where do they place their e-mail list opt-in?
Not available
• Are there social media (Facebook, Twitter, LinkedIn etc.) links? If so,
where?
Yes, at the homepage
• Does the content look fresh or stale?
Stale
• Is there is an e-commerce component to this website? If so, count how
many clicks it takes to buy an item.
Yes, more than 10 clicks in average
• Is the website messaging clear? Is the value clearly communicated? Does
the marketing messaging convey value clearly?
No, is not easy to know what is their proposal

• Value/Value Proposition
• Highlight the benefits and value of the product/service

Wide range of services to cater to various customer needs and preferences.

• Has the team identified a specific tagline that could summarize what they
want to sell online?
No

• Critical communication points

• Necessary pieces that must be included in marketing message

Customer reviews, photos, clear comunication

• This could include features and benefits, unique selling points

(differentiators from competition), testimonials
• Addresses target customers wants and needs

Event organizers and planners

Individuals planning some occasions such as party, anniversaries, celebrations and gatherings
Businesses organizing corporate events, parties, and conferences

• The team highlighted how their product/service can help overcome

customers frustrations and achieve their desires

By overcoming customer frustrations and delivering on their desires, "Booze" will differentiate
itself in the market and establish a loyal customer base. The platform's focus on convenience,
personalization, quality, and communication will help to ensure customer satisfaction and drive
growth and success.

• Communication media
• Explain ways you want to communicate via online marketing (web,
application, email)

Web: Develop a user-friendly website that effectively showcases the platform's offerings,
services, and benefits to customers. The website should be optimized for search engines to
increase visibility and attract more visitors. The website can also include customer reviews and
testimonials, as well as a frequently asked questions (FAQ) section.

Application: Develop a mobile application that allows customers to easily search and book bar
services on the go. The app can also provide real-time updates and notifications to customers,
such as the status of their booking and payment confirmation.

Email: Use email marketing to reach out to potential customers, promote new services and
offerings, and provide regular updates on the platform's activities. The platform can also send
targeted emails to customers based on their past bookings and preferences to increase
engagement and loyalty.

• Design preferences
• Clearly indicated the style guidelines: font, format,
photographs/illustrations, logos, colors
Font: arial;
Photographs,
Logo: tbd
Colors: tbd

• Description of look and feel the website should have (examples of other
websites are provided)

https://www.minecraft.net/en-us/marketplace

• Has the team described what they don’t want in the site?

No
• Clear indication of likes and dislikes and justification
Swot Analysis:
Strengths:

Dedicated platform for bar services

Network of experienced bartenders
Convenient and personalized experience
Regular communication and transparency

Weaknesses:

Limited geographic reach

Limited brand recognition
Dependence on technology

Opportunities:

Expansion into new markets

Expansion into new services
Increased demand for bar services

Threats:

Competition from established players

Technological advancements
Economic conditions.