Marketing and Sales 2

Marketing and Sales 2
Café Bistro Publiek Amsterdam
Students: Anthony Silent - 500661474

Danique Lemmers - 500805224
Jesse Peters - 500788297
Nassim Adahchour - 500779414
Nikki Duringshoff - 500639860
Noah Bruins - 500804853
Class: IB2J
Year: 2019-2020
Lecturer: M. Gerov
Table of Contents
Table of Contents...................................................................................................................................2
1. Introduction....................................................................................................................................4
1.1 Company Background...................................................................................................................4
Identity...........................................................................................................................................4
Mission...........................................................................................................................................4
Vision..............................................................................................................................................4
Distinctive.......................................................................................................................................4
Personal Approach.........................................................................................................................5
1.2 Problem and Opportunity.............................................................................................................5
Specific...........................................................................................................................................5
Measurable.....................................................................................................................................5
Attainable/achievable....................................................................................................................5
Relevant/realistic............................................................................................................................6
Time-based.....................................................................................................................................6
2. Competitors and Persona...............................................................................................................7
2.1 Main competitors.........................................................................................................................7
2.2 Personas.......................................................................................................................................7
3. Customer Journey..........................................................................................................................9
3.1 Acquisition....................................................................................................................................9
3.2 Activation.....................................................................................................................................9
3.3 Revenue......................................................................................................................................10
3.4 Retention....................................................................................................................................11
3.5 Referral.......................................................................................................................................11
Possibility for Influencers.............................................................................................................11
Reservation 1st of April 2020.........................................................................................................11
Overall Referral............................................................................................................................11
3.6 The Publiek Customer Journey Map...........................................................................................12
4. Content Audit...............................................................................................................................13
4.1 Content Audit.............................................................................................................................13
5. Sales Strategy...............................................................................................................................14
5.1 Sales promotions PUBLIEK..........................................................................................................14
5.2 Cross-selling and upselling PUBLIEK...........................................................................................14
6. Value Hypothesis..........................................................................................................................15
6.1 The estimated total benefits of the service in question.............................................................15
6.2 The effects instilled within the consumers entering Publiek......................................................15
6.3 Savings through additional benefits...........................................................................................16
7. Sales techniques...........................................................................................................................19
7.1 CRM System................................................................................................................................19
7.2 Needed Sales People..................................................................................................................19
8. Concluding Chapter......................................................................................................................20
8.1 Competitors and persona problem, analysis, and solution.........................................................20
Analysis.........................................................................................................................................20
Problem........................................................................................................................................20
Solution........................................................................................................................................20
8.2 Customer journey problem, analysis, and solution....................................................................21
Analysis.........................................................................................................................................21
Problem........................................................................................................................................21
Solution........................................................................................................................................21
8.3 Content audit analysis, problem and solution............................................................................22
Analysis.........................................................................................................................................22
Problem........................................................................................................................................22
Solution........................................................................................................................................22
8.4 Goal of the research...................................................................................................................22
9. Bibliography..................................................................................................................................24
10. Appendix..................................................................................................................................26
2.1 Competitor Analysis....................................................................................................................26
2.2 Persona Jim................................................................................................................................26
3.1 Acquisition..................................................................................................................................27
3.2 Activation...................................................................................................................................30
3.4 Retention....................................................................................................................................33
3.5 Referral.......................................................................................................................................35
4.1 Content Audit.............................................................................................................................36
8.1 Competitors Conclusion.............................................................................................................37
1. Introduction
In this chapter, the background of Publiek Amsterdam will be given, as well as an introduction on the
problem and opportunity using SMART. After reading this chapter, it will be more clear how Publiek
Amsterdam started and what drives them while running the restaurant. Furthermore, it will make
clear what problem in relation to Digital Marketing they might face and the opportunity our team
sees.
1.1 Company Background

Making good food accessible once again is the drive of Café-Bistro Publiek in Amsterdam
Oost[ CITATION Pubnd \l 1043 ].
Founder Benjamin Plassard envisions to outdo the guests expectations every time in a cozy and
inviting setting. This is made possible by a small international team consisting of two French
employees, one Spanish employee and two Dutch employees. Between the five of them there is an
average of ten years of experience in different, often high-end, segments of the industry. This creates
a diverse team with a great synergy spearheaded by Benjamin who wanted to challenge himself with
this new establishment. What binds this team together is the love for hospitality and a passion for
accommodating guests from a various societal backgrounds. With an atmospheric Cafe-Bistro as the
end result. Publiek is where the French dining experience meets the spirit of a café from Amsterdam.
[ CITATION Pubnd2 \l 1043 ] [CITATION You20 \l 1043 ]
Identity
An approachable and welcoming café-bistro that opens its doors to everyone. Serving breakfast,
lunch and dinner consisting of simple dishes that are elevated through French techniques and top of
the shelf ingredients. This results in high, and uncommon in Amsterdam, service levels and both for
the hospitality as well as the served produce.
Mission
Publiek has a simply stated but ambitious mission; to out-do every customers expectations. This can
be through impeccable service, the best quality food or by providing menu options that are
uncommon in Amsterdam [ CITATION You20 \l 1043 ].
Vision
Publiek has a very clear vision of how to accomplish this mission. By providing the customer with a
small but carefully selected season bound menu. This three course menu provides four to five
possible dishes at each course in order to provide at least one fish-, meat-, vegetarian- and vegan
dish in order to cater to all. This is enabled by making almost everything fresh and in the restaurant:
from fresh bread to Spanish shrimp croquettes. Great food accompanied with great service in an
hospitable environment is what Publiek hopes will lift the current the status and image of the service
level in Amsterdam. On top of that, with this specific service level, Publiek has great aspirations to
attract the international audience of Amsterdam with providing dishes from exceptional quality.
[ CITATION You20 \l 1043 ]
Distinctive
Next to great service and delicious food Publiek also distinguishes itself amongst the competition by
not being sponsored by Heineken. The Amsterdam founded brewery sponsors a lot of the local bars
restaurant and cafés and in turn supplies these establishments with their own beverages, hence the
beer menu differs from most. Additionally the wine menu is made possible by the father of Benjamin,
a praised wine distributor in Bordeaux, France. He hand picks the wines for Publiek resulting in a
more exclusive and fitting array of options. [ CITATION You20 \l 1043 ]
Personal Approach
Publiek is striving for a higher occupancy rate, consisting of multiple target groups as described in
chapter two, competitors and persona. Café-bistro Publiek is willing to attract the international
audience of Amsterdam by giving an open kitchen experience, where cooks contribute to the lively
atmosphere in the restaurant. This is something exceptional for tourists, as an open kitchen is not
too common in other countries in the world and is, therefore, an element that enlarges contact with
guests and completes the formula of Publiek.[ CITATION You20 \l 1043 ]
1.2 Problem and Opportunity

The lack of social media presence might cause an insufficient occupancy rate. The restaurant is
posting content on a weekly basis, but might not be attracting the right target group of international
people.
Opportunity statement:
The opportunity presented to Publiek is that a boost on social media presence could lead to
attracting the sought-after international audience, such as tourists and the multicultural people living
in Amsterdam.
Specific
What is the problem that Republiek needs to be solved?
Publiek wants to reach a wider range of audience through its online channels, mainly focussing on
internationals.
Measurable
Can the goal be measured?
The social media channels that Publiek uses both have analytics tools that give insights into customer
behavior. You can also monitor and analyze the content that is uploaded to see whether the
campaign is experiencing success.
Attainable/achievable
Does Publiek have the resources and capabilities to achieve the goal? If not, what is missing?
Does Publiek have the resources to increase their social media presence?
According to the (secondary) research conducted, Publiek is operating on Facebook (67 followers)
and Instagram (280 followers) [ CITATION Facnd \l 1043 ][ CITATION Insnd \l 1043 ]. The average of
likes and profile visitors is disappointing, as the average on Instagram is 70 profile visits and on
Facebook only 85 people per month are reached. Furthermore, the amount of reviews on Google and
TripAdvisor are discouraging, leaving Publiek at number 2884 of the 3830 restaurants in
Amsterdam[ CITATION Goond1 \l 1043 ][ CITATION Trind \l 1043 ]. However, on the review website
The Fork, Publiek is given a 9.4 out of 10 from 109 reviews [ CITATION LAFnd \l 1043 ].
Have others done it successfully before?

There are successful competitors in the Oosterpoort that have a lot of social media presence, this
presumes that it must also be possible for Publiek to do this.
Relevant/realistic
Is the goal realistic and within reach?
Considering the current trend of the importance of social media, wanting to reach a higher presence
is certainly realistic. In order to execute the presence on social media, possibly leading to a higher
occupancy rate, the goals must be having a deadline in order to do be efficient.
Is the goal reachable given the time and resources?

Considering the available resources, time and capabilities of the team, it is believed that the boost on
social media presence is essential in order to achieve the goals that were set.
Is Publiek able to commit to achieving the goal?

Publiek is a café/bistro run by young adults that grew up with social media, this means that the
employees of Publiek are able to navigate and understand the social media platforms without any
trouble. Furthermore, it is possible to implement the knowledge that is already possessed. To
conclude, already being familiar with the digital world will help Publiek committing to the goal.
Time-based
Does the goal have a deadline?
By the first of September 2020, Publiek wants to have achieved:
 For Facebook:
o 500+ followers by June 1st
o 50+ likes per photo
o More content from others that we are tagged in (see target groups 3+4)
o More unity
 For Instagram:
o More visitors on times that we are not posting anything.
o More reviews.
 For TripAdvisor:
o More reviews.
o Make sure all the data is up to date.
o Get higher in the list. I want to be around place 2200 (at least!) by June 1st.
Publiek is willing to boost their social media presence by the already mentioned strategies. The social
media presence and higher occupancy rate are strongly correlated. Therefore, it is very realistic to
attract more potential (international) customers.
2. Competitors and Persona
In this chapter, the main competitors of Publiek will be outlined, described and compared with
Publiek. Furthermore, the most important personas representing the types of people visiting and
interested in Publiek will be outlined. One of the personas, Jim, is the main persona and will be used
further in the report in chapter four, content audit.
2.1 Main competitors

After conducting desk research, a competitive analysis has been created to describe the similarities,
differences and marketing strategies, SWOT etc. of Publiek as well as their competitors (see Appendix
Figure 2.1).
The competitors of Publiek that are chosen are Nomads, De Kas, Jacobsz and Mr.&Mrs. Watson. All
restaurants are based in Amsterdam aiming at high qualities for a reasonable/high price targeting
audiences that love international food. Their average customers do not mind spending money on
good food because of the complete experience.
All restaurants make use of social media, either Facebook, Instagram or both and most restaurants
are active frequently.
Each restaurant has its own and unique strengths. Where Publiek offers a menu with high quality
meals and suggests wines by each meal, Nomads tries to inspire customers by having a changing,
dynamic menu based on personal (travel) experience, De Kas focuses on meals with own-grown
vegetables whilst Mr.&Mrs. Watson solely sells plant-based food using meat substitutes and at
restaurant Jacobsz it is always a question what will be served as there is a fixed tasting menu.
Furthermore, the weaknesses of the restaurants differ as well. Publiek has a poor usage of social
media networks, Nomads has numerous bad reviews on long serving times and slow service, de Kas is
closed earliest (10 PM) and does not have an English menu card, whilst Jacobsz neither has a la carte
nor take away or delivery and Mr. & Mrs. Watson does not sell any ‘real’ meat.
This means all restaurants have their own opportunities as well as threats to work on. Publiek could
target more on social media to attract more customers and should not forget there is plenty of
competition.
Based on these findings, it can be stated that although all companies have similarities and focus on
middle- or higher segment, more or less a similar audience, all restaurants are unique and have their
own strengths, weaknesses, opportunities, threats. [ CITATION deBnd \l 1043 ]; [CITATION Pubnd \l
1043 ]; [ CITATION Pubnd1 \l 1043 ]; [ CITATION NOMnd \l 1043 ]; [ CITATION NOMnd1 \l 1043 ];
[ CITATION Resnd \l 1043 ]; [ CITATION Resnd1 \l 1043 ]; [ CITATION Jacnd \l 1043 ]; [ CITATION
Watnd \l 1043 ]; [ CITATION Watnd1 \l 1043 ]
2.2 Personas
To get an impression of public visiting Publiek, several personas are created. They are representing a
group of people with specific characteristics that are interest in visiting Publiek.
The personas are: Mike, Jim and Lisa. Jim is the main persona and will be used as our starting point
when conducting the content audit in chapter four, content audit.
Mike
Mike is a 52 year old business-man and expat who lives in Amsterdam. He is highly educated and is
willing to spend a little bit more for a great service. Mike is the kind of person that loves going to
restaurants very often with his wife. Mike is somewhat old school and likes traditional meals,
including foie gras, expensive beef and lamb. Mike is a fan of whiskey and his wife loves wine and is,
therefore, interested in restaurants that offer great types of wine.
Lisa
Lisa is a 21 year old student studying fashion in Amsterdam. Just like others in the current
generation, Lisa adds high value to social media and is addicted to it. Lisa likes designer clothes and
designer items, but buys them second-hand and sews some items herself, as she is well aware she
has to spend her money wisely. Since she is studying, Lisa does not have much money to spend. She,
however, saves money to spend on Publiek, the Café Bistro she found when scrolling down her
Instagram timeline.
Jim
Jim (see Appendix Figure 2.2) is a 27 year old young adult that just finished his accounting studies and
is seen as highly educated. Jim is working as an accountant and is earning above average, while his
girlfriend, 23 years old, is still studying. In the weekends, Jim and his girlfriend often go to a terrace to
drink cocktails or wine with their friends to enjoy the sun. As Jim attaches great value to a great
services Jim is likely to leave a comment or recommendation when an experience is complete and
service is more than great.
3. Customer Journey
In this chapter the customer journey of a typical client of public is analyzed and summarized in a
step-by-step manner. After this chapter there will be a more clear understanding of the stages a
client goes through and how Publiek engages with them at all the different stages and the different
touchpoints are mapped out. Finally contact was made with Publiek in order to see if there were
sufficient touchpoints for the clients who had additional inquiries, who had to change- or cancel
reservations.
3.1 Acquisition
In the acquisition phase of the customer journey, it is important to create brand awareness for the
company or brand in question. Customers need to get acquainted with the brand and through
appealing advertisements and interest for the brand should be generated on which the customer
engages in their own research.
This happens through carefully formulated blog posts, showcasing the product, service or giving an
impression of the company, on various social media platforms such as Facebook and Instagram but
also on more specialized platforms dedicated for a specific type of service, products or branch.
These often digital first touch points then lead you to the various platforms which the website utilizes
for the dispersion of information, making reservations, contact pages, and promotional pages.
In addition to these digital touchpoints they also utilize physical first touchpoints, after the initial
opening flyers were actively distributed in the neighboring areas, flyers were distributed amongst
stores in the near vicinity and posters are taped to the windows.
The various touch points on which a potential customer of Publiek might start the online customer
journey are websites de Buik, The Fork, TripAdvisor and Google (Appendix Figures 3.1.1 to 3.1.4)
[ CITATION deBnd \l 1043 ] [ CITATION LAFnd \l 1043 ] [ CITATION Trind \l 1043 ] [ CITATION
Goond1 \l 1043 ].
Various ways to start the offline customer journey is via flyers, the Publiek Business Card, Window
Decorations and Outside Signs (Appendix Figures 3.1.5 to 3.1.10) [ CITATION You20 \l 1043 ].
3.2 Activation
With activation, it is important to know the customers of Publiek (personas and behaviours) and to
know the value of Publiek. Customers should be convinced by winning their trust. It is important to
take away any hurdles or difficulties that might hold them from visiting and consuming at Publiek.
On the Publiek website, the Menu is easy accessible and visible and it is easy to make a reservation.
Furthermore, by searching on Google there can be made a reservation straight away as well. In this
Google overview, the customer can see a high score on the Google reviews and links to TripAdvisor
and The Fork can be found, where reviews can be read and reservations can be made.
On De Buik, a little story about the restaurant can be found as well as the opening hours and
accessibility by public transport. [ CITATION Pubnd2 \l 1043 ][ CITATION Pubnd1 \l 1043 ][ CITATION
Goond1 \l 1043 ][ CITATION Goond2 \l 1043 ][ CITATION Trind \l 1043 ][ CITATION LAFnd \l 1043 ]
[ CITATION deBnd \l 1043 ]
Both on Facebook and Instagram some reviews and some general information about Publiek can be
found. A message can be sent, but a reservation cannot be made instantly. [ CITATION Facnd \l 1043 ]
[ CITATION Insnd \l 1043 ]
Findings
 PubliekAmsterdam.nl
o On the Publiek website, the Menu is easy accessible and visible on their website via:
http://www.publiekamsterdam.nl/ > MENU > BEKIJK HET MENU (Appendix Figure
3.2.1) [ CITATION Pubnd1 \l 1043 ].
o It is easy to make a reservation via http://www.publiekamsterdam.nl/ > Fill in the
popup screen on the website (Appendix Figure 3.2.2)[ CITATION Pubnd2 \l 1043 ].
 Google.nl
o On Google it is easy to make a reservation as well via: http://www.google.nl >
“Publiek Amsterdam” > “TAFEL RESERVEREN” (Appendix Figure 3.2.3) [ CITATION
Goond1 \l 1043 ].
o At this exact same point, the Google-reviews are visible immediately via
http://www.google.nl > “Publiek Amsterdam Reviews”) [ CITATION Goond2 \l 1043 ].
 TripAdvisor.nl
o To see some more reviews, on TripAdvisor the reviews can be found easily via:
http://tripadvisor.nl > “Publiek Amsterdam” (Appendix Figure 3.2.4) [ CITATION Trind
\l 1043 ].
 TheFork.nl
o As well as on the fork, a TripAdvisor company, some more reviews can be viewed via:
http://thefork.nl > “Publiek Amsterdam” (Appendix Figure 3.2.5) [ CITATION LAFnd \l
1043 ].
o On this website, a reservation can be made as well via: http://thefork.nl > “Publiek
Amsterdam” (Appendix Figure 3.2.6) [ CITATION LAFnd \l 1043 ].
 De Buik
o On de Buik a little story written about the restaurant can be found via
http://debuik.nl/amsterdam/restaurant/publiek > “Publiek Amsterdam” (Appendix
Figure 3.2.7) [ CITATION deBnd \l 1043 ].
 Facebook
o On Facebook, some reviews and some general information about Publiek can be
found via: https://www.facebook.com/Publiek-Amsterdam-422469371682767/ >
INFO or REVIEWS (Appendix Figure 3.2.8) [ CITATION Facnd \l 1043 ].
 Instagram
o On Instagram, some reviews and some general information about Publiek can be
found via steps: http://Instagram.com > @PubliekAmsterdam (Appendix Figure
3.2.9) [ CITATION Insnd \l 1043 ].
3.3 Revenue
The third step of the customer journey map is making a decision. The potential customer has looked
at other restaurants and has been well informed as to which restaurant will be chosen.
In a restaurant, when customers arrive at the restaurant, most of the time research has already been
done and the choice has already been made to have dinner there.
Publiek makes the decision making process easier for their customers by offering a very compact
menu with four appetizers, four main courses, four side dishes and four desserts. what Publiek also
does exceptionally well is the fact that their menu changes seasonally and that many of its dishes are
prepared in-house. This is something that can set it apart from its competitors because many
restaurants keep their menu in place and opt for convenience.
The front of house plays a really important part in the decision making process, because the way that
they treat customers will determine how much money the customers spend. one way of doing this is
to connect with the customer and tell the story of Publiek and what they stand for. Another way of
increasing revenue is upselling. For example, instead of offering tap water, suggest bottled water
instead.
Fresh seasonal products and the totality of the atmosphere within Publiek will only strengthen the
decisions the customer has made.
3.4 Retention
Retention is the stage at which the company creates commitment from their customers. It is the set
of actions that are taken to ensure that customers do not leave and to retain and grow them into
loyal customers.
There are a set of automatic mails the customer receives when they have been in contact with the
company. The timeline of the contact with the company for making a reservation is as follows: At
9:10 hrs the reservation was made, at 9:11 hrs the confirmation about the reservation was received
by email, at 9:36 hrs there was a missed call as the company has made contact by phone to inform
the customer about the cancellation of the reservation due to COVID-19. At 9:40 hrs a WhatsApp
message was send to ask about possibilities to move the reservation and at 9:44 hrs, there was sent
an email about the cancellation of the reservation (Appendix Figure 3.4.1).
When the reservation is not cancelled, a reminder is sent by email. There is even an option to add
this to your agenda (Appendix Figure 3.4.2)
Other than that Publiek actively reacts to any given feedback on external websites, like Facebook and
Google reviews, Publiek uses a formal way of talking and they both invite positive and negative
reviewers to come back, either to enjoy their menu again or to receive feedback in real life (Appendix
Figure 3.4.3 to 3.4.5)
3.5 Referral
When we open the Facebook page of Publiek Amsterdam, a chat opens immediately with most asked
questions such as: “What sorts of diner will be served?, Can I see the menu?, Where is it located? and
Is it also possible to deliver?”.
Furthermore, two months ago, Publiek made a post to make sure people are willing to visit them by
giving them clear information about the company’s employees. This information gives their visitors a
familiar feeling, as they are getting used to knowing the company. By showing the information about
Pierre Dessert, Publiek is hoping to create a “family” feeling. However, posting everything in Dutch is
a pitfall, as a huge amount of citizens in Amsterdam have an international culture.
Possibility for Influencers

A big trend in the current market is to target customers via the influencers on Instagram. Try to
approach them and offer them a free meal or coffee to promote Publiek on their page with loads of
followers. On top of that, ask them to speak positively about the company and to recommend the
restaurant.
Reservation 1st of April 2020

A reservation for one person was made to see the confirmation of the website (the fork) [ CITATION
LAFnd \l 1043 ]. It says: “don’t forget to leave a recension at the website after dinner” (Appendix
Figures 3.5.1 to 3.5.3).
Overall Referral
Publiek is well represented on various social media platforms as well as their own website. They
actively engage with customers and respond to those that take the time to leave a review. This
feedback is taken extremely seriously to continuously improve both product and service quality to
outdo expectations every visit. Potential clients could find and reach Publiek easily through the
various reservation platforms they are represented on. Clients than can further research Publiek on
their social media accounts and website. The menu can be checked on the reservation platforms as
well as the website. Reservations can be made as wel as cancelled through here, reviews and other
customer experiences can be read and Publiek can be reached. In addition the local community is
reached through marketing on the windows and the dispersion of flyers in the vicinity. To further
improve awareness and attract clients they organize and participate in local events.
3.6 The Publiek Customer Journey Map

The below figure is describing the Customer Journey map of Publiek. All numbers represent a (part of
a) stage in the customer journey and additional information, figures, can be found in the Appendix.
Figure 3.6 – Customer Journey Map Publiek
4. Content Audit
In this chapter, the content compass audit that was created after conducting research will be
described. The platforms explored as well as the buyer’s journey stage will be discussed, all
considering Jim as the buyer persona.
4.1 Content Audit

After conducting desk research, a content audit was performed to map a part of the content created
by Publiek (see Appendix Figure 4.1) [ CITATION Insnd \l 1043 ] [ CITATION Pubnd2 \l 1043 ]
[ CITATION Facnd \l 1043 ].
Jim, the main persona described in chapter two, was taken as a starting point while performing this
content audit. The journey stage of each piece of content was mentioned when analyzing six
Instagram posts, six web pages of the Publiek website and six Facebook posts. Noteworthy here is
that Publiek is also featured on other platforms, however for the sake of the analysis these three
media forms have been chosen.
The content is then analyzed on various levels;
- The first level is stating the content title and providing the corresponding URL
- In the second level the content is analyzed as to which step of the customer journey the post
would assist.
- At the third level the format of the post is derived.
- For the fourth level is only one answer as Jim is the main buying persona in the report.
However, this could be reperformed with the other personas in order to get a thorough
understanding of how attractive the content is for varying customer segments.
- At the fifth level the topics of the content are isolated.
- Finally, at the sixth level additional notes on any of the above mentioned criteria or content
itself are provided.
For a visual representation stating the most important findings and depicting the process see
appendix figure 4.1. The sixth and final level is the most important as the advice is posted in this
column. The advice could be broad, from content of the posts to the whether the posts look
appealing.
Publiek is well represented across various (social-)media outlets and actively engages with the
customers on most of these platforms. Additionally, Publiek puts out a wide variety of posts aiding
potential customers along every step of the customer journey increasing the likelihood of a visit to
Publiek.
5. Sales Strategy
Publiek is targeting multiple groups, as the company is offering many (seasonal) products. As Publiek
is selling its unique high quality seasonal wines, a specific target group has been created. The target
group consist of men that are between 20 and 35 years old. The group just finished their studies and
is seen as highly educated. Therefore, the group is earning above average. In order to be more
specific, a persona has been created that describes the ideal customer of Café-bistro Publiek.
5.1 Sales promotions PUBLIEK

A sales promotion, a type of pull technique that increases sales and invites a customer to take a
buying action, will help Publiek to increase its sales and retain consumers or even attract new
consumers to products.
Trade sales promotions, which are based on dealers, distributors or agents, will not be discussed as
the focus will be on consumer promotions, based on the customer. The desirable result of a
successful consumer promotion is an increase in likeliness that a consumer will buy more in the
future or an actual action of the consumer to buy immediately.
There are several types of sales promotions, such as discounts, coupons, financing, bundling, refunds,
free trails, quantity discounts and continuity programs.
For Publiek, it would be recommendable to start working with a specific Publiek card, which might
look like the business card (Appendix Figure 3.1.7 & 3.1.8 Business Card), functioning as a VIP card
that can be bought for a small amount €5.00 for example. This card will offer a standard discount of a
certain percentage (for example 10%) and, if the owner has spent above a certain amount of money
(for example €300) a free bottle of wine, which can be chosen from a specific selection.
The 10% discount might attract new consumers as well as retain existing consumers, as it might be
thought that a 10% discount is convenient when trying a restaurant for the first time. Furthermore, it
will be attractable to come back knowing there is a standard VIP discount of 10%.
The free bottle of wine will most likely cause consumers to return, as they will come closer to reach
the amount of €300 every time they come back, to receive a free bottle of wine.
5.2 Cross-selling and upselling PUBLIEK

Upselling and Cross-selling are techniques that can be used to sell additional items or compliments to
consumers.
With regards to upselling, selling something extra, larger or more, Publiek could offer ‘upgrades’ to
their menus, such as giving an option to add additional ingredients or side dishes to their meals for a
small price. Or buying a large beer for only a few cents more than buying a medium beer. This will
give the consumer the idea they have more choice and will help increasing sales slightly.
With regards to cross-selling, adding an additional product, Publiek is could try to encourage
consumers to buy an extra product, such as matching and special wine glasses when purchasing a
bottle of wine.
6. Value Hypothesis
Publiek, being a bistro, is a business to customer company that delivers the customer a service.
Customers can walk in here for quality food in a good atmosphere paired with special wines to
elevate the meal from an ordinary meal to a meal fit for the holidays. Next to the fact that the meal
satisfies ones physical needs, it also has more side effects which will be explored in the upcoming
chapter. First all the benefits are stated; next the intended effects instilled in the consumer and
finally the absolute amount of money saved and thus the restaurants value hypothesis in the
process.
6.1 The estimated total benefits of the service in question

- A simple menu with beautiful ingredients lifting the overall quality of the food. Additionally the
dishes are prepared in a way where the ingredients are the centrepiece and treated in such a way
that it brings the overall level of the dish up. These dishes are then paired with handpicked seasonal
wines by a wine merchant in Bordeaux, just to match the menu.
-A cosy and homey atmosphere, inviting to all. It draws you in and makes you want to sit down with a
good glass of wine to forget about the days turmoil.
-Since virtually every restaurant satisfies the same need, proprietors are forced to differentiate in
other ways. Publiek does this through great food and excellent customer service. Everyone that
works at Publiek truly loves their craft and it shows. Together with the cosy atmosphere the service
levels make Publiek the success it is.
-With people becoming increasingly unique with new distinctions in dietary needs and ways of
interacting originating every second, Publiek anticipates. They have a small menu but specialized in
all dishes; with meat, vegan and vegetarian dishes in order to be able to cater to all.
-Lastly Publiek provides a platform of interaction without it being within the confines of ones home
or place of work. It provides a neutral and inviting space that enables people to be one’s self and
freely interact with the people around them and through that develop or expand on their current
network.
6.2 The effects instilled within the consumers entering Publiek

-When one is eating good qualitative food it makes you feel happy and relaxed. This prosperous
feeling enables clients to let their guard down and be themselves.
-The cosy and homey atmosphere stimulates one’s relaxation even more. Publiek prides itself for
being a approachable and welcoming Bistro in which one is basically sitting in its living room. Filled
with enjoyment as you find yourself relaxed, and in a social setting where the days responsibilities
face away into the background.
-The friendly and expert customer service at Publiek makes every interaction between employees
and customers a special one. Due to the personal touch, and genuine enthusiasm within the
employees, any customer feels heard, understood and valued as a human being.
-In an increasingly globalized world, man is becoming more woke to the effects of one’s choices on
the environment. Hence there is a growing global movement for sustainable business practices,
energy but also food. The vegetarian- and vegan dishes on the menu at Publiek contribute to this
cause. They cater the ones already living the live style but also stimulate a more sustainable lifestyle
in others. Especially since Publiek is one of those places with an atmosphere that makes new things
seem more approachable with the result that more people at least try a vegan or vegetarian dish.
- Social interaction is important, it gives people the sense they belong to a collective instilling overall
feelings of happiness. Additionally it is an perfect platform to strengthen existing or form new social
bonds with the ones in the café. These strengthened or newly develop bonds lead to more trust
between the parties involved and an overall greater sense of belonging.
6.3 Savings through additional benefits

The costs of a dinner are offset by the relative amount of money saved through additional benefits
which are mentioned below.
-if you eat qualitative good food, outside of the confines of ones normal place of living, once in a
while you might feel prosperous what can result in people spending more money what has a positive
effect on the economy as a whole. The higher spending levels within an economy might trigger a
reaction from the government in which they lower taxes as the economy is healthy at this moment in
time. Increasing the overall welfare of the community whilst simultaneously generating a tax benefit
for the community. Say that income tax drops with 2% over all the scales in the Dutch taxation
system that means that on average one saves: 0.02 x € 2816*1= € 56,32 per month or € 675.84 per
year [ CITATION Ams20 \l 1043 ].
-having distraction of daily life responsibilities can prevent someone to get depressed. When being
depressed you most likely have to go to the psychiatrist and going to a psychiatrist is expensive, you
have to pay between €100 and €300 per appointment [ CITATION Ric20 \l 1043 ]. The costs
calculation is as follows; one goes approximately once every 6 weeks, which amounts to 9 times a
year = €1800 per year.
- By feeling valued, people might feel happier, this might result in them going out more and when
they go out, they receive more sunlight. More sunlight is vitamin D and this Vitamin D promotes the
growth of strong teeth and nails. Means less appointments for a manicure and the dentist. Dentist :
€75 per year [ CITATION Ray19 \l 1043 ], Manicure: €120 per year and a pedicure: 100 euros per
year[ CITATION Nai \l 1043 ].
- stimulating this kind of lifestyle ensures less pollution, less pollution result in a decreased global
warming what will have a positive effect on the well being of the earth. A sustainable earth will
benefit each individual. Not stimulating this kind of behaviour can have negative effect on life on
earth and can result in more doctor’s appointments and/or (over) crowded doctors. For example: In
2005, the total health expenditure as share of GDP in the Netherlands reached a value of
approximately 12 percent; so this will be approximately €4000 a year based on According to the
Centraal Planbureau (CPB) [ CITATION Bas08 \l 1043 ]. However people in Holland pay roughly
between €300 and €800 of health incurred costs due to the health insurance hence the average ,
€550 will be used in this calculation [ CITATION San20 \l 1043 ].
- Creating and forging new bonds improves overall wellbeing of the people in question leading to a
more healthy individual leading to the improvements mentioned above. Additionally this might yield
future business relationships which will bring differing rewards with them according to the situation
in question. Hence it is difficult to attach a number but this, however if business is conducted as
should be both parties involved should be better off financially. As a general rule of thumb no one
switches jobs in a horizontal move but solely in a move up the corporate ladder. This means
additional responsibilities and a higher salary. On average, people negotiate between 5 and 10% of
additional wages in such instances [ CITATION Cou18 \l 1043 ]. In the calculation the conservative
1
According to the Centraal Planbureau (CPB), in 2020 the median gross income for a person working
in the Netherlands is 36.500 euros annually or 2.816 euros gross per month.
number will be used. Hence this leads to average financial gains that amount to; €36.5002 * 0.05 =
€1825 euros per year.
In summation the value hypothesis for Publiek is:
Potential costs:
Dinner 1 person once a month = 60 * 12 = - 720 euros per year
Benefits:
Lowered tax = 675.84 euros per year
Evasion of psychiatric help = 1800 euros per year
Vitamin D abundance = 295 euros per year
Evasion health incurred costs = 550 euros per year
Salary increase =1825 euros per year
Potential profit/loss =4425.84 euros per year
So by eating out at Café-bistro Publiek, and in the process spending 60 euros a night, one could safe a
potential 4425.84 euros annually making the 60 look a lot more attractive to spend than initially
thought.
2
According to the Centraal Planbureau (CPB), in 2020 the median gross income for a person working in the
Netherlands is 36.500 euros annually or 2.816 euros gross per month.
7. Sales techniques
7.1 CRM System
CRM can be characterized as an association's methodology for overseeing connections and
cooperation with clients and potential clients. It incorporates reasoning for overseeing connections,
innovation, and procedures. CRM is in this way restricted to the innovation, yet rotates around an
organization's capacity to become client-driven [ CITATION Sir18 \l 2057 ].
Actually, overseeing CRM as an IT anticipate is one of the focal reasons why such a large number of
CRM activities fall flat. This stresses CRM is training that ranges over the whole association, and that
CRM frameworks simply structure the innovation supporting the procedures expected to arrive at
the organization's CRM technique.
Organizations are putting more in CRM than any other time in recent memory. CRM frameworks
turned into the world's biggest programming market in 2017. It is additionally expected to be the
quickest developing programming market by 2018.
A first is the means by which client-centricity expands the profitability of center business procedures,
for example, deals, backing and promoting. Better lead capability and decreased time spent sending
leads through the business pipe can expand deals by as much as 29% (Naidu & Babu, 2016).
4C’s online Strategy
It would be recommended for the Publiek to adopt 4C’s. 4C's of promoting, which comprise of
Consumer wants and needs, Cost, Convenience, and Communication, are ostensibly significantly
more important to the showcasing blend than the 4 P's. They center around advertising and selling
an item as well as on correspondence with the intended interest group from the earliest starting
point of the procedure as far as possible (Erzurumlu, 2017).
Publiek should focus on website formation that can easily be approached by targeted customers. The
4 C's of advertising can be profoundly helpful to any showcasing system. This technique powers
advertisers to truly comprehend their crowd before they, in any event, is to build up an item. This
methodology requires correspondence all through the whole procedure, from beginning to end, and
starts with understanding what the client needs and needs out of your item.
Needs and wants of Customers
The first C in this promoting blend is the client's needs and needs. Publiek has to research through
survey online to judge the customers’ needs which are changing day by day.
This showcasing procedure is significant for organizations that are keen on looking for
comprehension of their clients. When you comprehend your client, it turns out to be a lot simpler to
make an item that will be good for them. The client settles on the buy choice and is, subsequently,
the most significant asset in any promoting system.
Cost
The Second C in this promoting blend is cost. Publiek has to fix different discount for old and loyal
customers and recommended to build chain to increase sale . It is critical to decide of generally
speaking expense – not cost – of your item to the client. Cost incorporates the cost of the thing, yet
additionally may incorporate things, for example, the time it takes for the client to get to your area
so as to purchase your item or the expense of gas that it takes to get them there. The cost can
likewise incorporate the item's advantage, or need thereof, to the client.
Comfort
The Third C inside this advertising blend is comfort. Comfort is a considerably more client arranged
way to deal with this showcasing technique. Publiek should have to build app for android mobiles,
where clients are mostly busy in day to day routine.
Correspondence
The advancement of an item is utilized to influence clients so as to get them to purchase an item.
Advancement can frequently be manipulative and insufficient. In any case, correspondence is (once
more) a client arranged a way to deal with the assignment of selling items. Correspondence requires
collaboration between the purchaser and the dealer. This showcasing procedure can without much
of a stretch be actualized using web-based life.
While using the 4 C's, simply make sure to consistently think about your client first, and speak with
them. Subsequently, your crowd will feel like you are talking straightforwardly to them and their
needs.
7.2 Needed Sales People

Hunters and Farmers
Taking into consideration the current market due to COVID-19 and thereby the short-term period of
forced shut down by the government, Publiek has to focus on rapidly catching up on missed sales
Therefore, it would be ideal for Publiek to hire a higher percentage hunters than farmers, for
example 70 percent, as hunters focus on bringing in customers rapidly which will result in higher
sales in the short-run. However, fully depending on hunters would be too risky as then Publiek might
possibly encounter problems in the long-run.
Hence, a small percentage, for example 30 percent, of farmers is needed because they will ensure
that some of the short-term customers, which are brought in by hunters, will partially grow into
retaining customers. Besides, the farmers will neutralize the ‘surplus’ characteristics of hunters by
building on relationships with the customer. [ CITATION Sup11 \l 1043 ]
Call Center Sellers

This is not applicable to Publiek.
Merchandisers
Considering the lost sales due to COVID-19 it is not recommended for Publiek to start hiring
Merchandisers for now. It could be relatively expensive and Publiek is a small company with only one
single venue, not a restaurant chain.
8. Concluding Chapter
In this paragraph, the analysis will be outlined, the problems discovered while doing research for
writing the previous chapters will be discussed and a possible solution will be given.
8.1 Competitors and persona problem, analysis, and solution
Analysis
The main problem for the competitors and persona is that for the competitor’s part, Publiek is a little
behind with their marketing. Especially digital marketing. Moreover, Publiek tends to solely post in
Dutch on all their social media outlets.
Another thing to observe for Publiek is their focus on the persona because Publiek is located in an
area with people with the same appearances. This might cause Publiek to receive a certain image
that could be uninviting for outsiders.
Problem
After investigation, a couple problems came up. Firstly, Publiek’s social media numbers are quite low
compared to its competitors Nomads, De Kas, Jacobsz and Mr. & Mrs. Watson. Jacobsz has 3.000+
followers (Appendix Figure 8.1.1) and Mr. & Mrs. Watson is standing out with around 13.000
followers (Appendix Figure 8.1.2) [CITATION Jadnd \l 1043 ] [ CITATION MrMnd \l 1043 ].
Compared to competitors the numbers of Publiek are below average. The reason for this is that one
of the weaknesses of Publiek is that it has poor usage of social media.
For the persona, Publiek mainly focuses on successful people that are willing to pay a little extra for
higher quality and good service. This, on first hand, is not a bad thing to do. However, by posting the
majority of messages in Dutch, they are limiting themselves by targeting Dutch customers only. This
will leave out expats, like persona Mike. The restaurant has to pay attention not to attract only one
group of people. This could create an image to other potential customers that they are ‘outsiders’
and they might feel unwelcome.
Solution
The first solution would be to set targets on the number of followers that have to be achieved before
a deadline. This could be done by making use of influencers to promote Publiek.
By the first of September 2020, Publiek wants to have achieved:
 For Facebook:
o 500+ followers by June 1st
o 50+ likes per photo
o More content from others that we are tagged in (see target groups 3+4)
o More unity
 For Instagram:
o More visitors on times that we are not posting anything.
o More reviews.
 For TripAdvisor:
o More reviews.
o Make sure all the data is up to date.
o Get higher in the list. They want to be around place 2200 by September 1st.
Furthermore, Publiek has to engage more with people by interaction, such as win-actions either in
the restaurant or online and maybe arrange quizzes. This causes the consumers to remember the
restaurant positively and gains followers that will make the number of followers grow exponentially.
This in addition to their superior quality and service standards helps Publiek differentiate amongst
the fierce competition.
With regards to the solution on the persona issues, Publiek has to focus on attracting not only one
specific group of people. This is hard because of the area the restaurant is located. However,
Amsterdam is a very diverse and dynamic city and therefore they should focus on the needs of
multiple nationalities rather than only focusing on the neighborhood. To maximize profits, the
restaurant should try to retain an open and welcoming image to a bigger target audience by posting
English as well as Dutch posts.
8.2 Customer journey problem, analysis, and solution
Analysis
In Publiek’s customer journey there are certain facets that can be improved. In the acquisition stage
of the customer journey, Publiek uses various social media platforms such as Facebook and
Instagram and other platforms to provide first touchpoints to their customers. With Amsterdam
being such an international city by having between 80.000 and 110.000 expats, it is necessary for
companies to adapt [ CITATION Amsnd \l 1043 ].
Other than using social media platforms, Publiek also has mechanisms in place to further ease the
customer’s journey. Before making a reservation, customers can look for reviews on the internet.
These are mostly provided by websites, such as The Fork and TripAdvisor. These websites are
necessary in order to activate customers into moving to the next step of the customer journey,
revenue. Publiek retains customers by making sure the customers feel validated and heard to cause
them returning to the restaurant (frequently).
Problem
In Publiek’s customer journey there are some segments, such as retention and revenue, that are
operating well. Nevertheless, developments and improvements can be made to become more
efficient and profitable. For example, in the acquisition stage Publiek uses social media and blog
posts to reach their customers. This is great, although the blog and social media posts are mostly in
Dutch. This, in turn, excludes an import possible customer group: expats. In the activation stage,
when customers discover Publiek and read reviews on social media platforms (Facebook and
Instagram), it is hard to get these customers to the next stage as it is not possible to directly make a
reservation on these platforms.
Solution
Publiek needs to take into account the diversity and international atmosphere of Amsterdam in order
to create opportunities. A lot of Publiek’s content is in Dutch; blogs as well as social media posts. This
needs to change. All should be in English and Dutch to reach a broader audience. Then these
international (potential) customers can experience the same customer journey as domestic
(potential) customers and an increase of visits from international people to the establishment might
take place. This will enable Publiek to reach a bigger audience and potentially increase revenue.
Additionally, the proposed quizzes and win-actions incentivize the customers to visit the restaurant
more often which strengthens the activation stage in the process of the customer journey.
In the activation stage of the customer journey, where people have the ability to read reviews on
Publiek’s social media platforms, people should be convinced to go to the revenue stage of the
customer journey. At this stage, customers will turn into paying customers. Since it’s not possible to
make a reservation from Facebook and Instagram directly, Publiek can integrate its reservation
systems with its social media platforms so customers can have easier access.
8.3 Content audit analysis, problem and solution
Analysis
Publiek is well represented across various media outlets and dining platforms. At some of these
dining platforms the content is available in multiple languages as the companies behind these
platforms most often operate across national borders. However, on the social media pages Publiek
operates on their own disperse, information is predominantly in Dutch.
Problem
While performing the content audit, it was decided to choose three platforms: the Publiek website,
Instagram and Facebook. From these three platforms it was decided to choose six parts of each
platform to analyze. The first thing noticed was all of Publiek’s Facebook and Instagram posts being in
Dutch, which makes reaching an internationally oriented target audience more difficult. Especially
people that are new in town rely on the internet in order to help them make decisions on which
places to visit and which not.
Solution
A solution for this problem could be for Publiek to offer all the content in multiple languages either
through a translating function on the pages or through a more extensive but bilingual post. This
enables more of the potential clients to interact with Publiek as content becomes more
understandable for them.
8.4 Goal of the research

Finally, the opportunity statement has to be addressed: The opportunity presented to Publiek is that
a boost on social media presence could lead to attracting the sought-after international audience,
such as tourists and the multicultural people living in Amsterdam.
Publiek is well represented on various media outlets. The main competitors, however, make a lot
more use of these means and thus have a bigger online-following and as a result reach a lot more
people whenever they put something out. In order to better match the competition, Publiek should
try to convey their message more frequent on these outlets so that the world knows they
differentiate through supreme product and service qualities. This will result in a greater exposure and
a greater likelihood of visitors and expats alike to come into contact with Publiek through one of
these channels.
In order to facilitate this growth of the online presence a change in the customer journey has to be
made as well. After analysing the different stages a customer of Publiek goes through the activation
stage seemed to be lacking in some ways. This could be improved through the implementation of
quizzes and win actions to make the restaurant stand out more. Additionally, Publiek should make
good customer experiences more easily accessible as well as the various high ratings. This could be
summarized in a little rubric somewhere at the top of the landing page to immediately install trust in
potential customers that enter the customer journey at these points. This combined with their third
price in last year’s competition of the 100 best new restaurants in Amsterdam should generate this
trust with ease[ CITATION Insnd \l 1043 ].
Finally the content itself was analysed on these various outlets through the eyes of Jim, our main
persona. As said, Publiek can be reached through multiple platforms and most of the externally
operated companies offer professional content in multiple languages. However, all the posts on the
social media page are in Dutch. In order for Publiek to reach their envisioned new target pool of
more international customers, like expats, they should either translate the content in their posts and
post it in both languages. Furthermore they could decide to offer the social media accounts in two
languages. This would enable Publiek to target different customer groups through their different
social media pages.
Thus, if Publiek increases the frequency with which it posts, focusses more on the activation phase in
which trust is generated and publishing these posts in English Publiek will be able to attract the more
international clients permanently or temporary situated in Amsterdam.
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10. Appendix
2.1 Competitor Analysis
Marketing And
Sales Competitors - Publiek.xlsx
 click to open
Sources: [ CITATION deBnd \l 1043 ]; [CITATION Pubnd \l 1043 ]; [ CITATION Pubnd1 \l 1043 ];
[ CITATION NOMnd \l 1043 ]; [ CITATION NOMnd1 \l 1043 ]; [ CITATION Resnd \l 1043 ]; [ CITATION
Resnd1 \l 1043 ]; [ CITATION Jacnd \l 1043 ]; [ CITATION Watnd \l 1043 ]; [ CITATION Watnd1 \l
1043 ].
Competitive Analysis - Publiek Publiek Amsterdam Competitor 1: Nomads Competitor 2: De Kas Competitor 3: Jacobsz Competitor 4: Mr.&Mrs. Watson
Type (Primary, Secondary, Tertiary) Secundairy/ Tertiary Secondary/Tertiary Secondary/Tertiary Secondary/Tertiary Secondary/Tertiary
Positioning High quality/ High price Sufficient quality / Good price High quality / high price high quality / high price High quality / good price
Middle segment ( 4 courses for 38,50 High segment: 4 courses for 49 eur
Higher segment (3 courses for 60 euros High segment: 4 courses for 46 eur Middle segment (dinner: 4 courses for 40
Price point euros, drinks : 5 glasses of wine for 25 (dinner), 5 courses for 55 eur and 6
and two drinks) (lunch) and 5 courses for 59,5 euros. euros)
euros courses for 64 euros
An audience that wants the experience of
Targeting an audience that makes An audience like YUP, young urban An audience that cares about super An audience that loves nature and cares
good food against a fair price and wants
Target audience enough money to not worry about the professional and millenials that wants to fresh ingredients and has enough money about animal welfare that would like to eat
to get surprised when arriving at the
price of the meal. experience the food based on travelling to spend. comfort food.
restaurant.
Offering high quality meals from the
This restaurant offers good looking meals
selected (small) menu. In addition, the Meals with the main focus on their own A restaurant that focuses on good food
of cuisines all around the world. Twice a Serving colorful and 100% plant-based
Offering company is offering a qualititative grown vedgetables from Holland with and a fair price and offers matching
year they generate another menu based food, vegan friendly,
selection of wines according to the some fish or meat aside wines to their foods.
on countries the owners visited
reviews.
The variation in cuisines. A culinary Weekly changing menu with fresh (own
Key competitive advantage Making good food accessible Offering an experience Plant-based meals, vegan friendly
discovery trip around the world. grown) food!
It is a restaurant, where they sell meals
and drinks in store. Therefore, there are
Sales channels/where they sell Personal Selling Personal Selling Personal Selling Personal Selling
no other sales channels rather than in
store. Personal Selling.
The company makes use of Social They company makes very good use of
Currently using social media channels: They company makes good use of social They company makes good use of social
media. They have a few tousand social media. On Facebook they have a
Marketing strategy Facebook and Instagram. However, we media. On both Facebook and Instagram media. On both Facebook and Instagram
followers on Facebook, but Jacobsz has significant amount of followers, on
have seen this is not a success. they have many followers they have many followers
no Instagram. Instagram they have many followers
Support X x x x x
Shipping X x x x x
Food (11 meals, 4 desserts) and 4 menu's (2 for lunch, 2 for diner) and 7 lunches (3 sides), 4 main dinners (3
# of products Food and beverages One fixed tasting menu
beverages beverages sides, 3 starters, 4 desserts)
A select menu that offers high quality A restaurant that focuses on own-grown A restaurant that, because of the fixed A restaurant that focuses on plant-based
A restaurant that inspires their customers
meals for a good price/product quality. In vedgetables from Holland and uses tasting menu, is very specialized in the (comfort) food which is good for the
Strengths with a changing dynamic menu based on
addition, several wines are suggested by international taste and cooking foods and wines they serve. Has a environment. Takeway or delivery. Kids
personal (travel)experience.
each meal. techniques private dining room and terrace. meals. Open 7 days a week.
No a la carte, no take away or delivery,
No a la carte, open to 10 PM, no English
Weaknesses Poor usage of social media networks Long serving times and slow service closed on Sunday. No (online) preview of No meat (but meat substitutes),
card
available meal/ingredients being served.
High demand for restaurant/bars in A la carte and maybe adapting to the
Broader opening times (closed between
Opportunities Amsterdam, targetting by social media Takeway or delivery changing times in terms of social media
14.00-18.30) or on Sunday
would attract even more customers. (Instagram)
Plant-based and vegan meals are getting
Massive amount of competitors in Hard to specialize when changing the Vegan is getting more popular and is Not much "choice" because of the tasting
Threats more popular, more competition will
Amsterdam menu so often similar to Kas' offer menu that is fixed
come
2.2 Persona Jim

3.1 Acquisition
3.1.1 De Buik
Source: [ CITATION deBnd \l 1043 ]
3.1.2 The fork
Source: [ CITATION LAFnd \l 1043 ]
3.1.3 TripAdvisor
Source: [ CITATION Trind \l 1043 ]
3.1.4 Google
Source: [ CITATION Goond1 \l 1043 ]
3.1.5 & 3.1.6 Flyers
Source: [CITATION You20 \l 1043 ]
3.1.7 & 3.1.8 Business Card

3.1.9 Window Decoration
3.1.10 Signs outside

3.2 Activation
3.2.1 Publiek Menu
Source: [ CITATION Pubnd1 \l 1043 ]
3.2.2 Publiek Reservation

Source: [ CITATION Pubnd2 \l 1043 ]
3.2.3 Google Reservation and Reviews
3.2.4 TripAdvisor Reviews
Source: [ CITATION Trind \l 1043 ]
3.2.5 The Fork Reviews
3.2.6 The Fork Reservation

3.2.7 De Buik Information
Source: [ CITATION deBnd \l 1043 ]
3.2.8 Facebook
Source: [ CITATION Facnd \l 1043 ]
3.2.9 Instagram
Source: [ CITATION Insnd \l 1043 ]

3.4 Retention
3.4.1 Reaction on Reservation Process
3.4.2 Reminder for Reservation

3.4.3 Feedback Facebook
3.4.4 Feedback Facebook
3.4.5 Feedback Google
3.5 Referral
3.5.1 & 3.5.2 & 3.5.3 Communication after booking April 1st 2020
4.1
4.1 Content Audit

Publiek - Content
Compass Audit - Excel
Sheet.xlsx
Click to open
Sources: [ CITATION Insnd \l 1043 ]; [ CITATION Pubnd2 \l 1043 ]; [ CITATION Facnd \l 1043 ]
IB2J - Group 3 - Publiek Content Audit Worksheet
Buyer's Journey Buyer
Content Title Format/Type Topic Notes
Stage Persona
Publiek Amsterdam (@Publiekamsterdam) • Instagram-... - Activation Instagram post Jim Team Meet team Publiek - A nice way to introduce one of their team
https://www.instagram.com/p/B8i52ICF2Rq/ members. With the invite to make a reservation so you get the chance
to meet him
Publiek Amsterdam (@Publiekamsterdam) • Instagram-... - Acquisition Instagram post Jim Impression of the Open in "het Parool" - Posted as a picture of the newspaper, they
https://www.instagram.com/p/B2MOwq7nnEI/ restaurant could have captured it more clearly so the text can be read right away.
It is good for their marketing to be in the newspaper as it reaches a
wider targetgroup
Publiek Amsterdam (@Publiekamsterdam) • Instagram-... - Acquisition Instagram post Jim Promotion Vegans pay attention - Making use of today's trend, veganism. They
https://www.instagram.com/p/B4zY7WYlhts/ promote a vegan dish of their menu. The dish looks good and inviting
Publiek Amsterdam (@Publiekamsterdam) • Instagram-... - Acquisition Instagram post Jim Promotion Fried Hats - Promoting their coffee, convincing customers how great
https://www.instagram.com/p/B1vsaSYIHKW/ this product is. However, post is in Dutch.
Publiek Amsterdam (@Publiekamsterdam) • Instagram-... - Activation Instagram post Jim Team / Hiring We're Hiring - Explaining their message clearly; however, everything is
https://www.instagram.com/p/B5uzV1cFNIH/ in Dutch (although the posted picture is in English)
Publiek Amsterdam (@Publiekamsterdam) • Instagram-... - Activation / Retention Instagram post Jim Won a prize De Buik, Favoriete Nieuwkomer - Proudly showing their 3rd place
https://www.instagram.com/p/B7JAWXDFPyI/ received from "de Buik" for Favourite new Company in Amsterdam.
However, post is in Dutch.
Publiek - Seizoenswijnen en smaakvolle gerechten en Acquisition Web page Jim Introduction: shows English translation is great as Publiek targets (inter)national people. -
gezelligheid! http://www.publiekamsterdam.nl/ reservation options, The option "more about publiek " is sending you to the "about us" and
about us and direct an option to view the menu with one click. On the bottom there are
click to the menu contact options, which refers to their. Their motto of "Seizoenswijnen,
smaakvolle gerechten en gezelligheid!" is only displayed in Dutch and
can not be seen in the top of the "tab".
About us - Publiek http://www.publiekamsterdam.nl/en/about- Acquisition Web page Jim Company background: Website is a little laggy. Small text about the company with one line
us/ information about the about the owner, which should be more extensive. Reservation option
restaurant is displayed once again. Again one click will send you to the menu.
Menu - Publiek http://www.publiekamsterdam.nl/en/menu/ Activiation Web page Jim Menu: giving the This page consits of a little text describing the desires of the company,
potential customer where it is translated a little bit weird (Seems to be a too literal
information about the translation of Dutch-English). The menu is way too small and it is a
menu and try to convice must to zoom in. Menu itself looks unprofesional, but original. I would
them to make a recommend to change into a more simple and profesional style of
reservation. looking,
Gallery- http://www.publiekamsterdam.nl/en/gallery/ Activation Web page Jim Impression of the website is okay, not really professional. In the gallery you get a
restaurant impression of how the restaurant looks. Not enough pictures of how
the restauramt realy looks when going for lunch/dinner. in a restaurant
it is important to create a nice atmosphere by dimming the lights.
there could be more pictures with people actually dining to give a
better atmosphere. The fact that there are also pictures of the food is a
plus. even though it might be better to put them in the menu section of
the website.
Reservation - http://www.publiekamsterdam.nl/en/reservation/ Revenue Web page Jim creating revenue Has a really nice picture for the atmopsphere to give you an
impression of what dining at Publiek will look like. In this section of the
website Publiek refers you to another part of the website to make a
reservation. In this section it is only possible to reserve a bigger table
or reserve on one of the two days that they are open, monday and
tuesday. it is my recommendation to remove the reservation part of the
website, and leave the reservation through the pop up menu on the
front page only, and add the option to reserve a table for a big group
and to reserve on the days that they are closed.
Contact -http://www.publiekamsterdam.nl/en/contact/ Activation/Revenu Web page Jim Customer information The "contact" part of the page gives a discription about the restaurant
and where Publiek is located. Also, this part of the page gives you the
opportunity to apply for a job. this is the same Email adress that you
can use for general information. this page like, reservatiuon is a bit
redundant, because on every page on Publiek's website you can find
their number, email adress, adress and telephone number. it is my
recomendation to make the website more compact because some of
the sections are redundant.
Publiek Amsterdam Consideration Facebook post Jim Product information Try to influence Jim in order to come drink his coffee at Publiek. This is
https://www.facebook.com/422469371682767/photos/a.4426672 done by introduction of a product and a informal way of writing. The
96329641/584622495467453/?type=3&theater fact that they state the product allready creates trust and the way it
was conveyed was very welcoming. However, maybe it would be good
to end with an invite as in; we'll see you there! or see you at your next
serving! because it creates some sort of precedent
Publiek Amsterdam Consideration Facebook post Jim Invition to get Lower the bar to try a new place for the first time by essentially
https://www.facebook.com/422469371682767/photos/a.4426672 acquianted with the providing a product/service demo in these events. People are afraid to
96329641/580736645856038/?type=3&theater restaurant in an playful try new things and thus events like these are excellent in order to
and dynamic setting increase the amount of people that are trying your concept and can
later be retained as return customers.
Publiek Amsterdam - Retention Facebook post Jim showcase of displaying a picture of an experimental way of the preparation of ham.
https://www.facebook.com/422469371682767/photos/a.4426672 experimental and by showcasing such a picture, consumers will not forget about the
96329641/605963076666728/?type=3&theater special way of restaurant during closure and Publiek will keep its customer's
preparing food to keep attention. Also, by posting such a picture with great ambient and
customers attention thought behind it people will view the restaurant as special and won't
forget the post.
Publiek Amsterdam - Acquisition Facebook post Jim product information With this post Publiek is trying to reach out to potential customer's
https://www.facebook.com/422469371682767/photos/a.4426672 that are not known yet with the restaurant. By displaying such a
96329641/605963076666728/?type=3&theater delicacy as can be seen on the picture, Publiek is showing the
consumer what to expect and it's quality of food preparation as it
shows by the plating and coloring of the dish.
Publiek Amsterdam - Activation Facebook post Jim managing the acquired making the new customers familiar with the employees, and displaying
8.1 Competitors Conclusion

https://www.facebook.com/422469371682767/photos/a.4426672
96329641/568068807122822/?type=3&theater
consumer a picture of the cook in its working progress. This makes the
consumer feel at ease and more welkom in the restaurant. it creates
an ambience of togetherness.
8.1.1 Community of Jacobsz
Source: [CITATION Jadnd \l 1043 ]
8.1.2 Community of Mr. & Mrs. Watson
Source: [ CITATION MrMnd \l 1043 ]
Erzurumlu, S. S. (2017). 4Cs of innovation: A conceptual framework for evaluating innovation

strategy. IEEE Engineering Management Review, 45(3), 42-53.
Naidu, G. R., & Babu, R. H. (2016). Client Relationship Through Mobile CRM in Organized Retail
Outlets. International Journal of Science Engineering and Advance Technology, 4(1), 100-104.

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Café Bistro Publiek Amsterdam

Students: Anthony Silent - 500661474

1.1 Company Background

1.2 Problem and Opportunity

Have others done it successfully before?

Is the goal reachable given the time and resources?

Is Publiek able to commit to achieving the goal?

2.1 Main competitors

Possibility for Influencers

Reservation 1st of April 2020

3.6 The Publiek Customer Journey Map

4.1 Content Audit

5.1 Sales promotions PUBLIEK

5.2 Cross-selling and upselling PUBLIEK

6.1 The estimated total benefits of the service in question

6.2 The effects instilled within the consumers entering Publiek

6.3 Savings through additional benefits

In summation the value hypothesis for Publiek is:

Dinner 1 person once a month = 60 * 12 = - 720 euros per year

Lowered tax = 675.84 euros per year

Evasion of psychiatric help = 1800 euros per year

Vitamin D abundance = 295 euros per year

Evasion health incurred costs = 550 euros per year

Salary increase =1825 euros per year

Potential profit/loss =4425.84 euros per year

4C’s online Strategy

Needs and wants of Customers

7.2 Needed Sales People

Call Center Sellers

8.1 Competitors and persona problem, analysis, and solution

8.2 Customer journey problem, analysis, and solution

8.3 Content audit analysis, problem and solution

8.4 Goal of the research

AmsterdamTips. (2020, February 10). Salaries in Amsterdam, Netherlands. Retrieved from

de Buik. (n.d.). Café Bistro Publiek. Retrieved from de Buik:

Facebook. (n.d.). Publiek Amsterdam. Retrieved from Facebook: https://www.facebook.com/Publiek-

Google. (n.d.). Café-Bistro Publiek Reviews. Retrieved from Google: https://www.google.com/search?

Google. (n.d.). Publiek Amsterdam. Retrieved from Google: https://www.google.com/search?

Instagram. (n.d.). PubliekAmsterdam. Retrieved from Instagram:

Jacobsz Amsterdam. (n.d.). Restaurant. Retrieved from Jacobsz Amsterdam:

Jacobsz. (n.d.). Jacobsz Amsterdam. Retrieved from Facebook:

Mr. & Mrs. Watson. (n.d.). Watsonfoodbar. Retrieved from Facebook:

NOMADS Amsterdam. (n.d.). Menukaart. Retrieved from Nomads Amsterdam: https://www.nomads-

NOMADS Amsterdam. (n.d.). Over Nomads. Retrieved from Nomads Amsterdam:

Publiek Amsterdam. (n.d.). Home. Retrieved from Publiek Amsterdam:

Publiek Amsterdam. (n.d.). Menu. Retrieved from Publiek Amsterdam:

Publiek Amsterdam. (n.d.). Over Ons. Retrieved from Publiek Amsterdam:

Restaurant de Kas. (n.d.). Menu. Retrieved from Restaurant de Kas:

Restaurant de Kas. (n.d.). Over de Kas. Retrieved from Restaurant de Kas:

Theunissen, Y. (2020, March 27). Publiek Amsterdam. (J. Peters, Interviewer)

TripAdvisor LLC. (n.d.). Café-Bistro Publiek. Retrieved from TripAdvisor:

Watson's Company. (n.d.). Menu. Retrieved from Watsonsfood:

Watson's Company. (n.d.). Restaurant. Retrieved from Watsonsfood:

2.2 Persona Jim

Source: [ CITATION deBnd \l 1043 ]

3.1.2 The fork

Source: [ CITATION LAFnd \l 1043 ]

Source: [ CITATION Trind \l 1043 ]

3.1.5 & 3.1.6 Flyers

Source: [CITATION You20 \l 1043 ]

3.1.7 & 3.1.8 Business Card

3.1.9 Window Decoration