mytable3

308698 308405 308038 308670 308690

My Table 3 consists of: KC, Chris, Billy, Elsa and Selwyn.

__**Executive Summary**__


 * __Product Understanding__**

Mytable is a website which provides an online restaurant reservation service that is both convenient and free of charge to diners as well as restaurants. It is available not only on the Internet but also has an application that is available for iPhone and Andriod users allowing diners to access MyTable and use their service through their mobile phones. MyTable focuses on restaurants in Europe, namely Switzerland, Italy, Germany, France, Austria and the UK.

Through MyTable, diners are able to search for restaurants, get information and reviews, make reservations as well as give reviews and recommendations. Diners would be able to search for restaurants by country, city, location, name, top destinations, most popular, top rated, restaurant reviews, price range, neighborhood or type of cuisine.

After searching and selecting a potential restaurant, diners would then be able to gain a huge amount of information such as the reviews, address, contact number, restaurant website, opening hours, types of cuisine offered, cost of meal, amenities provided, memberships and awards, languages spoken, payment options, parking, menus, photos of the restaurant as well as a map of the location of the restaurant. MyTable users would then be able to make a reservation for that particular restaurant should it meet their requirement by selecting the date, time, amount in party and clicking the make free reservation button.

Users are able to give their opinions about restaurants they have visited or dined at by writing comments and reviews on the site. Apart from that, users are also able to rate the restaurant, through a scale of 1-10 based on the food, value, service, ambience and toilets of the restaurants. Users are also able to click on a ‘Yes’ or ‘No’ button stating if they would recommend a particular restaurant to their friends. MyTable would then generate a percentage through this feedback and show how many users recommend the restaurant. This helps users, as they are able to get reviews not from the restaurant itself, which may be biased, but from other fellow users on a certain restaurant giving them information if the restaurant is worth the visit or not. Apart from that, users are also able to like the restaurant on Facebook, post the link to or share the restaurant review on MyTable through email, Facebook, Twitter, Tumblr, LinkedIn and various social media, make corrections to restaurant information, report restaurant closure and suggest new restaurants.

Diners are able to like and follow MyTable on Facebook as well as Twitter, allowing then to receive updates about MyTable, new promotions and competitions.


 * Competitor Comparison**

A main competitor that was identified for MyTable was Toptable. Toptable, just like MyTable is also an online restaurant reservation websites, which allows diners to search for restaurants, read reviews from other users, make reservations and give reviews. However the main difference is that Toptable targets a much larger market with many more countries included as compared to MyTable. Other differences can be seen through the table below.


 * || **MyTable**  ||  **Toptable**  ||
 * **Origin** || Switzerland, Luzern || United Kingdom ||
 * **Online reservation for restaurant** || Available || Available (shows availability of booking time) ||
 * **Countries that website covers** || Austria, Italy, Germany, France and Switzerland || Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Portugal, Spain, Sweden, Switzerland, UK and USA ||
 * **Available Website Languages** || English, German, French and Italian (available on the same website) || English, German and French (has different websites for each language) ||
 * **Search for Restaurant by** || Country, City, Location, Name, Top Destinations, Most Popular, Top Rated, Restaurant Reviews, Price Range, Neighborhood, Type of Cuisine || Hot list, New to Toptable, Top Diner Rated, Staff Picks, Special Offers, Number of People, Location, Date and Time, Type of Cuisine, Price Rating and Occasion ||
 * **Point System** || Not Available || Available (diners can get points by booking through Toptable and redeem them for vouchers and free meals) ||
 * **Review, Ratings and Recommendations** || Available (recommendations are limited to a ‘yes’ and ‘no’ answer) || Available (Reviews can only be written by registered users, recommendations fro restaurant is rated on a scale of 1-10) ||
 * **Information on Group Bookings (e.g. seating capacity)** || Available || Available ||
 * **Checklist of Amenities** || Available || Available ||
 * **Map for location of Restaurant** || Available || Available ||
 * **Information of Restaurant Provided (Cuisine, Price, Opening Hours, Pictures)** || Available || Available (Short introduction to Restaurant Included) ||
 * **Restaurant Special Offers** || Not Available || Available ||
 * **Menu of Restaurant** || Available || Available ||
 * **Mobile Phone Apps** || Available (iPhone and Android) || Available (iPhone, iPad and Android) ||
 * **Food Blog** || Not Available || Available ||
 * **Social Media** || Available (Facebook with 272 likes, Twitter with 34 Followers and 4 Tweets) || Available (Facebook with 8,939 likes and Twitter with 10,932 followers and 4,635 tweets) ||

The theory behind our choice of campaign is interactvertising. This is one kind of advertisement that involves interaction with the customers. Through interactvertising, the campaign is able to capture the consumer’s attention both reliably and memorably making the campaign more interactive, fun, practical and even dare we say it useful.
 * __Application of theories__**

One example of interactvertising, as seen in the as seen in the link below is the Ispy Levi’s campaign, a real world ‘catch me if you can’ game fueled by online and mobile interaction that happened in May 2009. In which Levi’s, a jeans company, hired people as staff to wear the company’s jeans and walk around Australia and New Zealand. Tipoffs were then given through twitter to locate the staff, and once someone spots the staff that is wearing the Levi’s jeans, they would then have to approach them and ask the question ‘are those Levi’s?’ and once the person has asked the question the staff would then have to take off their jeans on the spot and hand it to the winner. The campaign that was created, adapts some elements of ideas that is seen.

Reason for our choice: We are trying to create something special, which is usually rarely seen in Switzerland and by doing so the campaign would be able to attract the people’s attention and this would make our campaign stand out among the other advertisement such as billboard, posters and so on.

Another reason for our choice is to create more interaction between people. So, by having MyTable’s employees wandering on the street, this would help create curiosity amongst the crowd and draw their attention to approach to us, hence increasing the awareness of Mytable. More details will be explained in the next section with regards to the concept plan.

Our proposed concept plan is to create a game with a storyline of a guy that has lost his date and can’t find her, so he is seeking help from the public. It involves the interaction of the people in which they would have to find his lost date and take a picture with them and upload it onto Facebook with the first 200 winning a 20% discount electronic voucher to any MyTable restaurant of their choice. The subsequent would the win a free drink at any MyTable restaurant of their choice. People would have to scan the QR code to access MyTable’s Facebook and ‘like’ the page in order to receive updates on clues to where Johnny’s lost date is. This would take place across a 4-day campaign.
 * __Concept Plan__**

A follow up of the campaign would be to get people to share the MyTable Facebook page with a creative slogan for MyTable. The top 3 selected winners would then win a table for 2 at a selected restaurant, fully paid for by MyTable.

The campaign would require 20 MyTable’s staff that would be wearing the MyTable’s t-shirt, specially made for this campaign. The t-shirt would have ‘Help!! I can’t find my date!’ printed on the front alongside the MyTable logo. On the back of the t-shirt it would have ‘Help me find my date!!’ printed with the QR code to the MyTable Facebook page prompting them to ‘like’ the page. The words ‘scan and win’ would be printed below the QR code.




 * (Front and Back of T-Shirt) **

17 of the 20 staff would then be walking around the Luzern Bahnhof area, as this is an area of high traffic making it easier to gain the attention of the crowd. These 17 employees would be informing people about the campaign and how people can join the competition as well as giving out flyers with the QR code to the MyTable Facebook page printed on it. Information about the game would be provided on the flyer alongside information about MyTable and methods of downloading the QR code reader since it is not a popular thing among the Swiss people. These staff would be walking around the city for 8 hours a day during the 4-day campaign. Some of the employees would be carrying a iPad letting people who do not have access to the internet on their mobile to scan the QR code access their Facebook to like MyTable’s page and join in the fun.
 * (Front of the Flyer) **

The other 3 employees including one being the ‘lost date’ would then be walking around Luzern Bahnhof holding with them a big frame decorated with a MyTable logo with ‘Found!!’ printed on the top. Every hour they would then shift to another location within the Luzern Bahnhof area and they would give clues as to where they are by posting hints or abstract pictures to where they are located. Once people have found the MyTable staff they would then have to take a picture with them within the frame, after doing so they would then have to post the picture on the MyTable Facebook page entitling them to receive a link to an electronic voucher which they can present or print out to claim their prize.
 * (Back of Flyer) **




 * (Frame that the employee would be carrying) **


 * (Electronic Vouchers for 20% Discount and Free drink) **

Our main target market would be the teenagers and middle-aged people as they are the largest portions of Facebook users in Switzerland as shown in the graph below.

[]

__** Effectiveness **__ Advantages of our campaign:

-Direct response: we are able to receive a direct response from the customers by interacting with them personally. · Enhancing the brand awareness: As we provide a real experience for the guest when they are interacting with us, we would then be able to create a strong influence in their mind and this will generate awareness about the brand and product. · Targeting: We would be able to target directly to our targeted customers during this campaign.

Apart from the advantages, this campaign would also help increase the amount of fans as while MyTable staff that are wearing the t-shirt and walking around the Luzern Bahnhof area will capture the attention of passerbys causing them to be curious on why are there so many people wearing the same t-shirt and what is this company about.

Customers would then be able to find out about MyTable by scanning the QR codes on the back of the staff t-shirt and through flyers. And in order for the people to participate in the game to win the voucher and prizes they would then have to ‘like’ the MyTable Facebook page in order to get information or upload a photo. Thus ensuring that the number of ‘likes’ is increased.

__**Prezi**__

media type="custom" key="15673446"

__**Initial Ideas and Research Done**__

-Bookatable -Opentable -Toptable.com -Zagat.com -Restaurant Guide -Foodguide.ch -tripadvisor
 * __Similar Websites__**

-Reviews, same as trip advisor - Allows the posting of pictures - Shows an estimate of price range - Specials, discounts and promotions - A lot of links to social media
 * __Similarities in websites__**

1) SEO, Search engines 2) Hand out stickers to people to paste on their car, if they get spotted by a mytable employee, they would stand a chance to win, they would have to like the facebook page in order to know the results.
 * __Non- Budget Ideas__**

1) Have a booth in Bahnhof / van that moves around different venues which would give out vouchers with free discounts or free drinks at restaurants by liking the mytable facebook page with computers provided on site and answering a questionnaire. 2) Have a van that drives around or mytable staff which wears the mytable t-shirt and have them walk around a certain area. People would have to take a picture of the van or with the staff and upload it onto the mytable facebook after liking the page and they would be entitled to a voucher and a chance for a lucky draw to win a bigger prize. 3) Having a point system, where customers would be able to gather points by posting reviews and photos which would entitle them to discounts, or when they share the facebook page with their friends and the friends like the page.
 * __Budget Ideas__**

Following meeting and presentation with Mr. Ritzel was done by Billy Chosen Idea of: Having a van that drives around or mytable staff which wears the mytable t-shirt and have them walk around a certain area. People would have to take a picture of the van or with the staff and upload it onto the mytable facebook after liking the page and they would be entitled to a voucher and a chance for a lucky draw to win a bigger prize.

__Products Of Mytable__ Mytable is a website that provides online restaurant reservation. The user can write their comment and review on the site. Moreover, the user can rate the restaurant, so that the other user will know that which restaurant is good or not good. Mytable is focusing on Switzerland’s restaurants, Mytable also provides online restaurant reservation in Italy, Germany, France, Austria and UK. Customers making reservations through Mytable is very convenience since it is free of charge. In the Mytable website, it provides the restaurant’s own website and telephone number, so that customers can get more information about the restaurants. On the other hand, Mytabe also provides smart phone apps, so that the customers can use this online reservation system on their phone also.

__Competitor____s__ There are three main competitors, Opentable, Toptable and Zagat. Opentable’s Facebook page has 37093 likes, Zagat’s facebook page has 24467 likes and Toptable just has 8933 likes. But Mytable just has 268 likes.

On the other hand, the restaurant reservations on the Opentable, Toptable and Zagat are international. (Such as United States, Asia andEuropean) But Mytable just provides few locations. (Switzerland, Italy, Germany, France, Austria and UK) Zagat, Mytable and Toptable and Opentable provide the mobile apps for the smart phones. All of them also use the social media such as Twitter and Facebook.

The choice of campaign is interactvertising, which is one kind of advertisement involved the interaction with the customers. This can reliably and memorably capture consumers’ attention, and make the campaigns more interactive, fun, practical, even dare we say it useful. The campaign we created also consists of some idea from Levi’s advertisement; which they have their staff wearing their company’s jeans wandering around, and gave it as a gift when people spotted them. Reason for our choice: We are trying to create something special which can rarely be seen in Switzerland; to attract people’s attention and this would make our campaign stands out among the other advertisement such as billboard, posters and so on. Another reason of our choice is to create more interaction between people. So, by having Mytable’s employees wandering on the street would create the curiosity of the crowd and draw their attention to approach to us, hence increase the awareness of Mytable. More details will be explained in the next section. Advantages of our campaign:

· Direct response: we can have a direct response from the customers by interacting with them personally. · Enhance the brand awareness: We provide a real experience for the guest when interacting with us and then create a strong influence in their mind and this will generate awareness about the brand and product. · Targeting: We can target directly to our targeted customers during this campaign. 1.To increase the number of fans, we can design the contest of best winner of products we sell for creating the compelling content. fans can simply click "Like" on the contest page site for their best items they prefer. In addition, they also can write a review or post their suggestions and provide comments to the "unlike" or "like" products they choose on the fanpage. This idea can stimulate fans' interests and create online social networking on it. 2.The another idea is to create newsworthy promotions and discounts and send other relative news releases to fans as links. These links to our site in online news databases may remain for several months and will temporarily improve traffic to our site and increase link popularity 3.Users are attractive to images and videos. We can use this idea on our promotional products to attract fans' attention. 4. We may create a facebook fangate. When users visit a Facebook page, having a [|fangate] can increase page ‘likes’ by offering a fans-only promotion. And in order for the user to get more details, he/she needs to ‘like’ the page. Once that ’like’ button is clicked, the user then gets the promised fan special. Also, the numbers of “likes” are people who have selected to see our fan page’s wall postings on their own stream. This means whenever we make a new post on our own “wall” those people will see our latest content. We can increase the number of “likes” by doing the following: These people who “like” our page will be those who are the most likely people to add to our website traffic because not only do they have an interest in your site, but also they be the first to see our new posts. These people are also important when we understand that they have friends of their own and can be mouthpieces for our site by sharing our links and talking about our site. 5. We can ask visitors to bookmark our site or save it in their Favorites list. Once we have good content that people want to bookmark, this can generate hundreds of links to our site and significantly raise our rankings and increase fans. For example: While you're at it, would you be so kind as to [|**bookmark this page**] using the button below? Thank you!
 * Click “Invite Friends” to select from your existing friends
 * Click “Import Contacts” to sent invites to email contacts and up to 5,000 email addresses
 * Put a “Like Box” on your website