Group meeting 12/6/16
Meeting with Lori:
- Delete mentions of the Chef Life lifestyle brand – this is proving to be confusing to people, so we are going to keep Chef Life out of our project and focus solely on Chef X. We will generally mention Chef life’s features in our recommendations at the end as a way to demonstrate how Chef X is supported.
Future Recommendations for Chef X….adding the store for Chef Approved items.
– books
– culinary equipment
- How does app fulfill MIST requirements? Should we do a MIST chart? Could be a good idea.
- TEAM: Favorite Dish / Favorite Chef Add titles, favorite dishes to our bios
- Resize logos in The Competition
- Marketing Channels
- Influencers
- Young, hip chefs
- 10 people with 10M followers on Instagram (instead of well known)
- Smitten Kitchen
- Culinary school (endorsement campaign?)
- testimonials: Culinary Institute of America
- 1st year students free access to Chef X?
- Content Marketing: influential / inspirational
- Holiday cooking series?
- Content creation
- VR / partnerships with stores selling product
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- event in-store
- at an event
- Chef X in-a-box (we will not market as a box)
- advertising and promotion
- Credit card / on a larger card – like a Starbuck’s card with a scratch off code
- Young, hip chefs
- Influencers
Meeting with Joe and Jim:
Perceptual Map -Reorder current placement of widgets
– enthusiast: taking classes, reading about cooking (flipped with online sources + seek advice from a friend)
– reading / watching = passive
– amateur active: mom who cooks for children but disinterested in culinary expertise
– CHEF X / highlight the top right quadrant
-consider mentioning how passive enthusiast or active amateur could be secondary audiences
The Infographic – add sources for each statistic at bottom of page
– Delete pivot tables link
Competition
CHEF X: print and share recipes
COOKING MOMMA: delete chef skills / techniques and built-in timers
OTHER COMPETITORS
Break our competitors down into two categories to explain during presentation:
- Tutorials/skills based games and fictional time & resource games (no skills, purely entertainment)
Marketing Strategy
-Endorsement campaign
– Future Chefs of America / Recipe creation
– Magazine subscribers, bloggers
– Foodies, people who shop at particular stores
Replace AR/VR strategy with a hands-on cooking takeover “stunts” where people can interact with the game, compete with others in restaurants, stores, etc.
Leverage sponsored content on television shows – sponsored quizzes before commercial breaks on shows like Chopped
– Joe and Jim will review our site and send feedback as soon as they can (sounds like not until the weekend, but hoping sooner)
– Joe will send the prototype sample he made
– Joe expressed interested in sitting in on presentation – if not, they’d definitely like a recording
– Planning to meet with Lori on Sunday evening, if possible.