Inbound Marketing Part 1

1.Target audience: My target audience is Chinese students, Asian Americans, and Foreign people that love Chinese food and want to taste authentic Chinese Fried Rice in the U.S. 

 My target audience can be found everywhere, especially in big cities, that more exposed to Chinese culture. Most of them are on my major targeted social media platforms (Weibo, YouTube, Instagram). The main message I want to deliver and attract them with is: For those of you who want to taste authentic Chinese Fried Rice, check us out. 

2.Keyword: Chinese Fried Rice, Authentic, Chinese Food, Best Fried Rice, How to cook fried rice, KungFu Kitchen, Fight for your taste, Fried Rice for all, Traditional, Delicious Fried Rice.

3.Types of content：

         Bruce Lee: By “tying” Bruce lee to our brand, we can appeal to the public. Contents with Bruce Lee take advantage of people’s love and curiosity about Chinese kung fu, make people feel that our team is skillful and professional and give them a sense of trust in my brand. 

         Fried Rice Recipe: Post some simple recipes and teach them how to make Fried Rice. Engage those who are interested in traditional Fried rice. Let them cook it themselves and help them understand that we are professionals in the development of Fried rice.

         How do you tell if Chinese food is authentic: Introduction of local Chinese cuisine. Using accurate descriptions of flavors to give people a comprehensive understanding of real Chinese food. So that people can use this introduction to evaluate Chinese food in the United States. Let them feel that we can make the most authentic Chinese Fried rice and attract them to try it.

4. Three blog topic ideas：

1) Sharing the Fried rice you cook

Headline: Who’s the best-Fried rice cooker?

Summary: This is a topic that will encourage potential audiences to engage with us. After posting some recipes to social media, we encourage people to follow the recipe and cook Fried rice themselves. And after that, they can share their Fried rice’s picture on social media with a hashtag of this topic. Those who got lots of likes will have a chance to get a special discount from our brand.

2) Authentic Chinese food introduction

Headline: The only guide you need when choosing Chinese food.

Summary: A comprehensive introduction to local Chinse cuisine, help people to evaluate Chinese food in the U.S so that they know which is more authentic.

 3) Artist Challenge

Headline: Bruce Lee drawing challenge

Summary: This topic mainly focuses on artists and painters(especially on Instagram), encourages them to create Bruce lee paintings and share them on social media. People who get more likes have the chance to get our brand’s annual membership

5.Content offer: 

Headline: How to make Fried Rice with real “KungFu”?

1) Download: It’s an article with pictures and an introduction of how we make Fried Rice with skills. This article, which is similar to a tutorial but not a tutorial, can break down the defensive lines and doubts of the customer. Why? Because it gave us a full account of how kung fu rice cooks Fried rice. Selection of ingredients, adjustment of heat, temperature control and cooking skills etc. Our potential audience’s pressing issues are finding authentic, delicious Fried Rice. The headline of this content offer (How to make Fried Rice with real “KungFu”?) attracts them. We want them to think that they can actually learn how to cook Fried Rice after download and viewing this content. But we’ve set a “trap.” This article gives you the steps of cooking Fried rice; however, after reading it, the potential audience will know that they can’t make it themselves. They will know that there are many things to consider to cook the perfect Fried rice. These professional cooking tools, skilled chefs and impeccable choice of ingredients are only possible with Kung Fu Rice. When potential audience falls into this “trap,” I’m sure they’ll want to try professional rice. How does it taste

2) CTA

     Headline: How to make Fried Rice with real “KungFu”?

    Supportive text: Want to know the secret of cooking Fried Rice? Download it!

6. The use of social media

1)YouTube: Make an introduction video about authentic Chinese cuisine. Video’s more directly than words.

2)Weibo: posting the topic of “Sharing the Fried Rice you cook.” Use Weibo’s interactivity to get people involved and sharing their cooking quickly.

3) Instagram: Start the topic of the “Artist Challenge.” Calling on artists on Instagram to show their creativity by drawing Bruce Lee.

Inbound Marketing Part 2

A. Follow up emails

• 1)Hi, this is Kung Fu Rice. I appreciate that you took your time to get to know about our brand. Did you get what you’re looking for so far? Well, if you need more information about our brand, our websites and social platforms are always there for you to explore. However, I have to say that the best next step is to come to the store and try our new food! The Kung Fu Kitchen is always open for you. Fight for your taste!
• 2)Hi, this is Kung Fu Rice. It’s been quite some time since you get in touch with us. I know work and life might be overwhelmed sometimes! You need a reminder, a reminder such as hot soup, cold soda, or…ahh, Fried rice made with real “Kung Fu”! I hope we meet you again. I know you miss us!
• 3)Hi, this is Kung Fu Rice. I’d like to know how you’re doing in finding the right Chinese food. If you haven’t found a restaurant that fits your taste, maybe you should check our website and get to know more about us. I’m always here for you if you have any questions. We’ll fight for your taste together!

B. Follow up offer

• For the up offer; we want to allow our potential customers to try our food for free. We will first send a link to the customer’s email. By clicking the link, they will enter a website that shows our menu. After that, the customer can choose two types of fried rice, drinks, and desert that they want to try. After the selection, the system will generate a QR code. Whenever they come to any Kung Fu Rice store in the United States with this QR code, they can eat their choice of food for free.

C.Second content offer idea

• Headlines: When Kung Fu meets Fried Rice
• content offer is aiming at feeding potential customers with Chinese Kung Fu culture and the introduction of our food. There are many schools of Chinese kung fu. Some kung fu moves imitate animals, such as tigers, cranes, or wolves. We incorporate this idea into the development of our cuisine. We make food such as Tiger Fried Rice (Spicy and salty).
• Download:For the second content offer idea, we give customers a PowerPoint. These slides show the various schools of kung fu in China and the food we make inspired by these kung fu moves. Again, we tend to take advantage of potential users’ curiosity about Chinese kung fu. With the first content offer as the foundation, I think this second content offer should not focus on solving their pressing problems. Instead, I want to turn their questions into curiosity. We are using curiosity as a motivator makes them more likely to understand and try our products.
• CTA:
• 1) Headline:When Kung Fu meets Fried Rice
• 2) Supportive text: Unique Fried rice inspired by Chinese Kung Fu.