Palsaik is a barbecue restaurant chain in a growth phase, featuring a modern grilling concept combined with rich flavors—well-suited for younger consumers and families. The menu focuses on fresh meats and signature marinades, served on smoke-free grills.

  • Highly Competitive Market
    Many other barbecue chains are currently booming, requiring Palsaik to establish a distinctive brand image to stand out.

  • Limited Brand Recognition
    Palsaik’s current communication channels mostly revolve around its Facebook fanpage, lacking consistency and uniformity across multiple platforms.

  • High Interaction Demand from Young Customers
    Younger audiences seek dynamic engagement and are drawn to new, “viral” concepts on social media.

2. OBJECTIVES & AGENCY SCOPE

Main Objectives

  1. Boost Brand Awareness
    Position Palsaik as the top-of-mind brand in the local barbecue segment.

  2. Build a Loyal Customer Community
    Enhance interactions and connections with customers across social media platforms.

  3. Increase Sales
    Drive table reservations and revenue through targeted advertising and promotional campaigns.

Scope

  • Develop strategic plans and produce content for social channels (Facebook, Instagram, TikTok…).
  • Execute advertising (Facebook Ads, Instagram Ads, TikTok Ads) to reach target audiences.
  • Create interactive content, organize minigames, and produce viral videos.
  • Collaborate with KOLs/Influencers (if needed) to maximize media impact.

3. STRATEGIC APPROACH

3.1 Brand Positioning

  • Key Message: “Grill It Well – Savor the Moment”
    Reflects Palsaik’s spirit as a gathering spot for friends and family to enjoy flavorful barbecue and share joyful moments together.

  • Brand Personality: Young, vibrant, and experience-oriented (ideal for group dining).

3.2 Target Audience

  • Younger Demographic (16 – 30 years old):
    Adventurous, drawn to “trendy” dining experiences, and keen to share reviews on social media.

  • Families (30 – 45 years old):
    Looking for spacious, safe environments with quality grilled dishes and good service.

3.3 Communication Message

  • Celebrate Togetherness: Grill, share, and create memorable moments through bold flavors.
  • Fresh & High-Quality Ingredients: Carefully selected meats, exclusive marinades, and strict hygiene standards.
  • Promotions & Special Events: Encourage trial and repeat visits.

4. PROPOSED SOLUTIONS & COMMUNICATION ACTIVITIES

4.1 Content Strategy

  • “Food Story” Series

    • Showcase ingredient origins, preparation methods, and marinade secrets.
    • Build customer trust in the freshness and quality of each dish.

  • Brand Story

    • Highlight the “fun grilling” moments at Palsaik, featuring customers gathering and bonding.
    • Present Palsaik’s growth journey to establish credibility and connection.

  • Diverse Content Formats

    • Infographics: Illustrate barbecue combos, pricing, and pairing suggestions.
    • Short Videos (Reels/TikTok): Feature close-ups of grilling, sauce-making tutorials, or fun, entertaining content to spark engagement.
    • Customer Reviews/Feedback: Encourage guests to share their experiences with a dedicated Palsaik hashtag.

  • Regular Interactive Campaigns

    • Mini Games: “Create Your Own Grilling Slogan,” “Friend Group Photo Collage”…
    • ‘At-the-Table Grilling’ Challenge: Encourage customers to film creative grilling clips using #Palsaik.

4.2 Ads Strategy

  • Facebook Ads & Instagram Ads

    • Objective: Increase brand awareness and drive table bookings/online orders.
    • Targeting: Ages 16–45 in close proximity to Palsaik’s outlets. Employ Lookalike Audiences from existing customer data.
    • Ad Formats: Short video ads and slideshow images showcasing barbecue dishes + customer feedback.

  • TikTok Ads

    • Objective: Boost engagement and attract younger audiences.
    • Ad Formats:
      • Video ads featuring “Barbecue Reviews,” “Team-Building Grill Sessions,” or “Promotional Vouchers.”
      • Partnerships with KOLs/Influencers (food reviewers, travel/food TikTokers) to create fresh, appealing content.

  • Promotional Campaigns & Clear CTAs

    • Special combo deals for groups of 4–6, free drinks, or discounts with check-in.
    • Calls-to-action: “Book a Table Now,” “Get Your Discount Code,” “Visit Palsaik for a New Taste.”

5. DETAILED IMPLEMENTATION PLAN

5.1 Proposed Timeline (3 Months)

  • Month 1 – Preparation & Campaign Launch

    • Finalize overarching concept, key messages, and social media branding (cover photos, avatars, post frames…).
    • Roll out “Food Story” and “Brand Story” content series to build a foundational brand narrative.
    • Launch initial Facebook & Instagram Ads targeting potential customers.

  • Month 2 – Growth & Engagement

    • Initiate minigames, TikTok challenges, and encourage user-generated content (UGC).
    • Collaborate with KOLs/Influencers for review videos and new grill tutorials.
    • Monitor and optimize ad performance based on customer insights.

  • Month 3 – Sustained Momentum & Sales Push

    • Introduce promotions (family combos, group deals).
    • Develop interactive content tied to special occasions (e.g., Women’s Day 3/8, Valentine’s Day, etc.).
    • Compile campaign performance reports and provide recommendations for continued improvement.

5.2 Key Performance Indicators & Measurement

  • Social Media

    • Increase in Facebook/Instagram/TikTok followers: +30% compared to current figures.
    • Growth in engagement rate (likes, comments, shares, saves): +40%.

  • Advertising

    • Target CTR above 1.5% (depending on campaign goals).
    • Reduced CPC, improved ROAS relative to previous benchmarks.

  • Sales Conversions

    • 20% increase in online table reservations.
    • 15% revenue growth within three months.

6. EXPECTED OUTCOMES & GROWTH POTENTIAL

  • Establish a Young, Dynamic Image
    Palsaik becomes the top destination for both friend gatherings and family get-togethers when thinking of barbecue.

  • Increase Brand Awareness & Engagement
    Through cohesive content and targeted ad campaigns, Palsaik grows a loyal fan base eager to share their experiences.

  • Build a Sustainable Growth Foundation
    After three months, insights on customer preferences (e.g., popular menu items, pricing feedback, promotions) will enable Palsaik to optimize its business model and marketing strategies going forward.

7. CONCLUSION
By leveraging a well-structured content strategy, a relatable brand image, and goal-driven advertising campaigns, Palsaik can gain a competitive edge in the booming barbecue market. The combination of compelling food stories and attractive promotions, including mini games will draw in new customers while retaining loyal patrons, ultimately forming a vibrant community of Palsaik enthusiasts.

This serves as a solid first phase, ensuring Palsaik can maintain consistent communications, continuously optimize its content, and run performance-driven ad campaigns keeping the brand fresh, appealing, and ready for long-term growth.

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Palsaik korean BBQ lựa chọn Bespoke Marketing triển khai các chiến dịch Performance Marketing trong thời gian vừa bước chân vào thị trường Việt Nam.
Palsaik korean BBQ lựa chọn Bespoke Marketing triển khai các chiến dịch Performance Marketing trong thời gian vừa bước chân vào thị trường Việt Nam.
Palsaik korean BBQ lựa chọn Bespoke Marketing triển khai các chiến dịch Performance Marketing trong thời gian vừa bước chân vào thị trường Việt Nam.

Palsaik korean BBQ lựa chọn Bespoke Marketing triển khai các chiến dịch Performance Marketing trong thời gian vừa bước chân vào thị trường Việt Nam. Palsaik korean BBQ lựa chọn Bespoke Marketing triển khai các chiến dịch Performance Marketing trong thời gian vừa bước chân vào thị trường Việt Nam. Palsaik korean BBQ lựa chọn Bespoke Marketing triển khai các chiến dịch Performance Marketing trong thời gian vừa bước chân vào thị trường Việt Nam.