Episode 2
Feel free to ask us any questions on Twitter @juliancole and @markpollard
Episode 2 of LAS. This time, Davis helped us do the background research on Dos Toros.
Let us know if you have any questions.
To hear this happening, listen to “Live Action Strategy - Dos Toros, Mexican Food” from the 6:30 min mark on Sweathead.
JULIAN COLE
COMMS PLANNING
MARK POLLARD
BRAND STRATEGY
DAVIS BALLARD
STRATEGY
We do a version of Live Action Strategy in The Strategy Super Sizer Megaclass.
You can find details here: http://bit.ly/StrategySuperSizer
Next Megaclass: October 4, 2019 in NYC.
MEGACLASS
FROM CLIENT BRIEF TO GO-TO-MARKET PLAN
TO GET TO THE CAMPAIGN STRATEGY
Our Challenge
Caveats
Dos Toros background
Started in New York City in 2009 by two brothers from Berkley, CA
Office lunch rush optimized
Their first location was in Union Square and they’ve expanded to 17 locations in New York and 4 in Chicago.
Dos Toros New York Locations
TARGET
Professional Explorers
Most professional NYC office workers live an active lifestyle, loving to explore the city and surrounds, up for new foods and exploring new places.
When it comes to food they are health conscious but don’t sacrifice on taste.
TARGET
Explorers to Office Drones
But Monday to Friday they go on auto, where exploration is the last thing on their mind, preferring the safety of routine, of long salad lines and bland food.
COMMS PLANNING STRATEGY
Trigger the Drones
Need to wake up our auto office drones. Find moments in their monotonous routine where we can throw some habanero sauce on their drone brains, and get their inner explorer calling the lunch shots.
COMMUTE
Commute into work Uber/Subway/ Walk/Bike Sharing
COFFEE
Go out of the office for coffee run with colleagues
MEETING
Meeting outside the office think about the outside world
DECIDE
Decide on lunch venue (group email)
BUY LUNCH
Pick Up Lunch outside the office
EAT LUNCH
Get back to the office to eat meal
COMMUTE
Commute back home Uber/Subway/ Walk/Bike Sharing
OFFICE DRONE TRIGGER POINTS
TACTICAL BRIEFS
Wake Office Drones up to the monotonous routine. Showing Dos Toros as the flavor antidote
Trigger them with the taste bombs that put those salad memories to bed.
Reward our explorers for shutting down that drone brain and trying something new.
Use Dos Toros to trigger the explorer hiding in the body of the office drone
Subway Ads:
Our drones will be glued to their phones, be loud and trigger them.
IG Ads:
At the 11:30AM lunch pangs, Get them when they’re taking a little IG scroll
Direct Mail:
Our Buy One Get One program run w/offices in a 4 block radius. Hit their adventure brain with a challenge.
E.g Blocks walked = % discount
AWARENESS
CONSIDERATION
PURCHASE
Office drones are overlooking us for the safety of the routine of long salad line.
POSITIONING
OBJECTIVE
MARKETING OBJECTIVE
EXECUTIONS
B.PROBLEM
We’re going to do more of these - partly because we enjoy it but largely because we try to practice what we preach. And we preach practice and putting yourself out there. �So, here we are.
Get active and stay active, friends.
Want more Live Action Strategy?
1. Lamps http://bit.ly/LiveStrategyLamps
2. Dos Toros http://bit.ly/LiveStrategyDosToros
3. Beyond Burger http://bit.ly/LiveStrategyBurger
4. Crocs http://bit.ly/LiveStrategyCrocs
MEGACLASS
JULIAN COLE
COMMS PLANNING
MARK POLLARD
BRAND STRATEGY