THE SHARK ATTACK #1 Bangkok Bob's Phuket Steakhouse: Two Big Marketing Ideas From One 30-Minute Conversation

A Shark 13 November Blog Series

What can you achieve in a 30-minute marketing conversation?

Well, in the case of Bangkok Bob's Steakhouse in Phuket, quite a lot, actually.

And the funny thing is, we weren't even meeting to discuss marketing ideas.

Welcome to the first instalment of The Shark Attack, our November blog series in which we're demonstrating how a little creative thinking can help Phuket businesses stand out.

We're looking at eight businesses, eight marketing challenges and eight big ideas.

Except Bangkok Bob's is getting a bonus.

Because from one conversation, we came up with TWO completely different marketing campaign concepts.

Not bad for half an hour!

It All Started With a Burger

I originally met with the team at Bangkok Bob's Steakhouse to discuss the possibility of bringing back Phuket's Best Burger competition.

Bangkok Bob's had previously been involved with the event, and there was interest in potentially hosting it at their restaurant.

Unfortunately, the numbers didn't quite work.

Phuket's Best Burger regularly attracts over 2,500 people, and while Bangkok Bob's is a fantastic venue, it simply doesn't have the space to accommodate an event of that size.

So that idea was put to one side.

But rather than ending the meeting, we started chatting.

About their restaurant.

Their menu.

Their customers.

Their steaks.

And what makes Bangkok Bob's different from other restaurants in Phuket.

I shared a few thoughts about their menu, which they were very receptive to, and we started discussing some of the things they wanted more people to know about their business.

And that's when things got interesting.

Because two opportunities stood out.

First, Bangkok Bob's sources quality Australian beef and brings it to Phuket.

Second, they have something that many potential customers might not even realise exists.

An actual butcher's shop inside the restaurant.

Two very different selling points.

Two very different marketing opportunities.

And two ideas that could be turned into creative campaigns.

Marketing Ideas

SHARK ATTACK IDEA #1: Daisy's Dream Holiday

What If an Australian Cow Won a Holiday to Phuket?

Bear with me on this one.

Bangkok Bob's takes pride in the quality of its Australian beef.

But how do you communicate that in a way that's entertaining?

You could post another photograph of a steak.

You could write about where the beef comes from.

You could tell people it's premium Australian beef.

All perfectly reasonable approaches.

But what if we did something completely different?

What if an Australian cow called Daisy won an all-expenses-paid luxury holiday to Phuket?

And what if Daisy was absolutely delighted about it?

That was the starting point for our first creative campaign.

A fun, slightly ridiculous social media and YouTube video series following Daisy, a very happy Australian cow, as she prepares for the holiday of a lifetime.

Think Australian humour meets dry British comedy.

Daisy is excited.

She's been specially selected.

She's receiving the VIP treatment.

And she has absolutely no idea why she's been chosen.

Of course, the audience understands the joke.

But Daisy doesn't.

And that's what makes the concept work.

The campaign would use humour, storytelling and a recurring character to communicate something important about Bangkok Bob's.

Only the very best Australian beef makes it to their restaurant in Phuket.

Rather than simply telling customers about the quality of the beef, we're creating a memorable story around it.

And because it's a series, rather than a single advertisement, there's an opportunity to build anticipation and keep people coming back for the next episode.

We won't give away the full storyline here.

But let's just say Daisy is in for a very memorable holiday.

The Marketing Psychology

Humour can make advertising more enjoyable and memorable.

Storytelling gives people something to follow.

And a recurring character can help audiences recognise and remember a brand.

Instead of competing with hundreds of other restaurants posting pictures of steaks, Bangkok Bob's could have its own entertaining character and a distinctive campaign.

The product message is still there.

We're just delivering it differently.

And having a bit of fun along the way.

SHARK ATTACK IDEA #2: The Butcher's Shop Nobody Knows About

Now for something completely different.

During our conversation, I discovered that Bangkok Bob's has its own butcher's shop inside the restaurant.

Customers can enjoy a steak at the restaurant, but they can also purchase quality cuts of beef to take home and cook themselves.

That's a fantastic selling point.

But how many people actually know about it?

And more importantly, how do we get people interested?

We could simply advertise:

"Did you know Bangkok Bob's has a butcher's shop?"

But I think there's a much more interesting opportunity.

Introducing a Steak Education Video Series

The idea is to create a series of entertaining, informative videos introducing customers to different cuts of beef.

Not complicated cooking lessons.

Not lengthy chef demonstrations.

Just genuinely useful content.

What's the difference between a ribeye and a striploin?

Why do some cuts need slow cooking while others are perfect for a hot grill?

What's the best way to cook a particular steak?

And what could you serve with it?

Each video would focus on one cut, explaining what makes it special and how customers can get the best from it.

We'd combine beautiful close-up footage of the beef with simple explanations, cooking tips and serving suggestions.

The videos could live on YouTube, with shorter versions shared across Facebook, Instagram and TikTok.

And the really clever part?

Every episode naturally introduces customers to the butcher's shop at Bangkok Bob's.

Want to try cooking that steak yourself?

You know where to buy it.

The Marketing Psychology

This concept uses a completely different approach from Daisy's Dream Holiday.

Instead of humour, we're using education.

We're helping customers become more confident about choosing and cooking different cuts of beef.

And when a business helps people understand a product, it has an opportunity to build trust and demonstrate expertise.

We're also giving customers a reason to engage with Bangkok Bob's even when they're not planning to visit the restaurant.

Someone might watch a video about cooking a ribeye today.

Next weekend, they might decide to buy one.

And where are they likely to remember seeing that beautiful piece of beef?

Exactly.

It's not simply a series of cooking videos.

It's a way of turning the butcher's shop into a much more visible part of the Bangkok Bob's business.

Two Campaigns. Two Completely Different Approaches.

This is what I found so interesting about our conversation.

Both campaign concepts promote the same business.

But they approach marketing from completely different directions.

Daisy's Dream Holiday uses humour and storytelling to communicate the quality and origins of Bangkok Bob's Australian beef.

The Steak Education Series uses knowledge and practical advice to showcase the restaurant's butcher's shop and encourage customers to buy beef to cook at home.

One is designed to entertain.

The other is designed to educate.

Both give Bangkok Bob's something more interesting to talk about than simply posting another photograph of a steak.

And both emerged from a conversation that wasn't originally about marketing at all.

The Real Lesson: Sometimes You Just Need a Fresh Pair of Eyes

Here's the thing.

I didn't spend three weeks analysing Bangkok Bob's marketing.

I didn't produce a 40-page strategy document.

I didn't conduct an extensive competitor analysis.

We had a conversation.

I listened.

I asked questions.

I looked at what made the business interesting.

And I started thinking about how those things could be turned into stories and campaigns.

That's not to suggest that 30 minutes is enough to develop and execute a complete marketing strategy.

It isn't.

But sometimes 30 minutes is enough to uncover an opportunity.

And that's really what The Shark Attack is all about.

Finding the interesting marketing opportunities that businesses sometimes overlook because they're too busy running their businesses.

Could Your Business Be Next?

Throughout November, Shark 13 is looking at eight Phuket businesses and exploring creative ways to tackle their marketing challenges.

Restaurants, hotels, gyms, cafés, retailers, tour operators and everything in between.

You don't need to have a massive marketing budget.

You don't need to have an exciting product.

And you certainly don't need to know anything about marketing.

You just need a business and a challenge.

We'll bring the creative thinking.

If you'd like your business to be considered for a Shark Attack, send us a message telling us what you do and what marketing problem you'd love to solve.

And if you like the ideas we've developed for Bangkok Bob's, imagine what we might come up with for your business.

THE SHARK ATTACK 🦈

8 Businesses. 8 Challenges. 8 (and more) Big Ideas.

Although, technically, we're already at two ideas from one business.

We're off to a flying start!

Shark 13 Marketing — Sometimes you don't need a bigger marketing budget. You need a better idea.