Team Annotated bibliography

TEAM Annotated Bibliography

Ankomah, S. (2024). Effective business promotion strategies small business owners use to improve revenue and increase business viability. Walden University ScholarWorks. Retrieved February 23, 2025, from https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article 

Doctorate student from Walden University, Shirley Owusu-Ankomah, holds an academic position and does research on business management. The article focuses and expands on different strategies that are used by small business owners to boost revenue and ensure that their small businesses will be viable. It emphasizes the importance of effective promotional tactics such as social media, partnerships, and marketing. This article is relevant to our project because it will help us learn how to increase revenue and customer engagement. It is also relevant to small business owners who are looking for guidance on business performance and shows examples of business promotion strategies. 

Deel, I. (2023). Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth [Undergraduate Honors Thesis, East Tennessee State University]. Digital Commons. Retrieved February 23, 2025, from https://dc.etsu.edu/cgi/viewcontent.cgi?article=1956&context=honors  

Undergraduate Honors student Issac Deel highlights marketing strategies for small businesses for those businesses to prosper. He goes on to explain the importance of social media for small businesses and how social media is a low-cost tool that smaller businesses can use due to the budget restraints compared to bigger corporations. He focuses on how social media can help small businesses reach audiences and create communities for their organization. This article is a good source for our project because it highlights strategies that can be implemented to expand marketing reach and potentially increase sales.  

Gregg, J. (2024, February 8). What restaurants need to know about valentine’s Day, BOGO, marketing and Menu Items. Restaurant Dive. Retrieved from February 23, 2025, from https://www.restaurantdive.com/news/how-restaurants-can-boost-valentines-day-sales-bogo-marketing/706845/ 

The director of market insights and competitive intelligence, Julie Gregg, provides insights into how restaurants can leverage Valentine's Day promotions, particularly "buy one, get one" (BOGO) offers, to boost sales. The article explores marketing strategies that align with the holiday, including the development of specialized menu items and targeted advertising efforts. It highlights the significance of aligning the restaurant’s promotional strategies with customer expectations and holiday-specific trends to maximize revenue. This article is a relevant source for our project because it can help us to increase revenue and sales along with customer engagement for Byrne’s Grilled Pizza. It will show us what months and seasons to market the restaurant the most during high sales periods. It is also relevant because small restaurant owners can use this information to enhance seasonal marketing efforts, like Valentine’s Day, making it highly relevant for them looking to improve sales during peak periods. 

Johnson, L. (2025, January 20). 10 Local Marketing Strategies for Small Businesses. Warespace. Retrieved February 23, 2025, from https://warespace.com/articles/small-business-guides-tips/10-local-marketing-strategies-for-small-businesses  

Small Business Development Expert, Laura Johnson, lists out ten local marketing strategies to make any small business be successful. She emphasizes using social media and update your social media and business portfolio to make your profile look visually appealing. In all of Johnson’s points, she draws attention to using any sort of media you can such as newspapers or the Internet, to increase your chances of being noticed. This article is a relevant source for our project because Johnson wants to make sure you use every resource you have out there and take it for your own advantage to increase sales and acquisition for your small business. Another reason why it is relevant is because you need to know what marketing strategies are or aren’t effective in order to become successful in the business world.  

Lepkowska-White, E. (2017). Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business: Journal of Internet Commerce: Vol 16, No 3. Journal of Internet Commerce, Retrieved February 23, 2025, from www.tandfonline.com/doi/full/10.1080/15332861.2017.1317148.  

Department of Management and Business and Assistant Professor at Skidmore College, Elzbieta Lepkowska-White, examines the challenges faced by restaurants in incorporating social media marketing strategies. The research article and study reveal that many small and medium-sized restaurants struggle with effectively using social media platforms to engage customers and drive sales. It explores barriers such as limited resources, lack of expertise, and difficulties in measuring the impact of social media efforts. This article is relevant to our project because it shows us for our small business/restaurant, we need to start using social media more effectively and to start engaging with customers more. It is also relevant because Lepkowska-White gives us recommendations for small restaurants to enhance their online presence and develop a more strategic approach to social media marketing, making it an essential resource for restaurant owners seeking to improve their digital marketing strategies. 

Lucas, T., & Sines, C. C. (2019). Marketing strategies to increase sales in small family-style restaurant businesses. The Journal of Social Media in Society, 8(1), 55-66. Retrieved February 23, 2025, from https://thejsms.org/index.php/JSMS/article/view/494/215 

Dr. Tamira Lucas is a researcher specializing in social media marketing for small businesses, with a focus on consumer engagement strategies. Dr. Chad C. Sines is a business professor with expertise in digital branding and entrepreneurship. Both authors have published extensively on the role of digital media in small business growth. This study explores the role of social media marketing in increasing sales for small restaurants and highlights the importance of long-term relationship marketing through personalized engagement with customers. The three key strategies that are emphasized are influencer collaborations, customer engagement techniques, and brand storytelling. Lucas and Sines examine the effectiveness of different social media platforms in promoting restaurant brands and how employees respond to social media marketing initiatives. By analyzing case studies from family-owned restaurants, the research demonstrates how social media campaigns, interactive content, and influencer partnerships have significantly impacted customer attraction and retention. This article is relevant to our project because Byrne’s Grilled Pizza can implement these strategies to enhance its online presence, strengthen its brand identity, and drive customer interaction through targeted social media platforms. 

Lupo, C., & Stroman, J. (2020). Social media marketing adoption strategies: An exploratory multiple case study of landscape industry small businesses. Walden University ScholarWorks. Retrieved February 23, 2025, from https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article 

Crystal Lupo has a PhD and is a professor at American Public University, and Jason Stroman has a PhD and is a professor at University of Phoenix. This research article was a study that examined how small businesses in the landscape industry took on social media marketing strategies. It analyzes the various case studies and identifies common trends and challenges that are faced by small business owners when they incorporate social media in their marketing efforts. The article is relevant for our project because we can implement these social media marketing strategies that will improve and enhance marketing strategies for Byrne’s Grilled Pizza.  

McNamara, A. (2025). How to do restaurant marketing. Toast. Retrieved March 1, 2025, from https://pos.toasttab.com/blog/on-the-line/restaurant-marketing  

As a content marketing specialist, an experienced digital marketer, and author, McNamara lists out different restaurant marketing strategies to help with the marketing budget, building a portfolio or profile, and knowing what customers want. She also brings attention to increasing revenue and supporting customer retention as those are two vital factors to growing your small restaurant business. This article is a relevant source for our project because not only is it about increasing restaurant marketing which is what we are doing but also about how and what to combine when making a restaurant marketing plan. It is also relevant because you need to understand how the restaurant market works to know where and how to start.  

O’Brien, C. (2023, November 23). What are the most effective digital marketing strategies? Digital Marketing Institute. Retrieved February 23, 2025, from https://digitalmarketinginstitute.com/blog/what-are-the-most-effective-digital-marketing-strategies  

As a digital marketing and communications specialist and a content marketer while also being an award winning journalist, O’Brien lists out four topics on creating an effective digital strategy in a way where all of the information you need is listed in a simple format for anyone to understand. O’Brien makes sure to paint a clear picture of what you need to do in the beginning and final process of developing your digital marketing strategy. This article is a relevant source for our project because it will help determine what parts of the digital marketing strategy we need to improve for Byrne’s Grilled Pizza. It is also relevant because it’s vital to know how to be successful at digital marketing and know what is beneficial for today’s economy/market and business world.  

Panel, E. (2023, March 28). Seasonal Business? Eight Strategies For Thriving In The Off-Season. Forbes. Retrieved February 23, 2025, from https://www.forbes.com/councils/theyec/2023/03/28/seasonal-business-eight-strategies-for-thriving-in-the-off-season/  

An expert panel of young entrepreneurs from Forbes magazine gave their experiences and opinions on strategies that business can use to increase sales and traffic in an off season for the business. All eight strategies that the panel gave involved trying to fix the problems compared to simply putting a band aid over it and diversified reasonings behind them. With that, they tried to tackle the issue. This article is relevant for our project due to it highlighting strategies to increase sales in the off-season when sales are the lowest.  

Pyke, M. (2024, July 3). 7 Strategies to Combat Seasonality in Your Digital Marketing Campaign. Fly High Media. Retrieved February 23, 2025, from https://www.flyhighmedia.co.uk/blog/strategies-combat-seasonality-digital-marketing-campaign/  

Digital Marketing Expert and SEO Matt Pyke talks about the challenges that seasonality brings when it comes to digital marketing and the business involved. He goes on to give tools and strategies that can help businesses expand their marketing strategies year-round with a focus on seasonal improvement. To generate more traffic to the business’ website, Pyke shares ways to use search engines as a key tool. This article is relevant to our project because it will give marketing strategies to increase online traffic during the off season of the restaurant.  

Wood, M. (2023, September 15). 7 Steps to Help Increase Revenue When Sales Are Slow. American Express. Retrieved February 23, 2025, from https://www.americanexpress.com/en-us/business/trends-and-insights/articles/7-steps-help-increase-revenue-sales-slow/  

Head of Content and Editor-in-Chief of Fundera Meredith Wood gives strategies that business owners could implement to increase revenue during a present slow season and future slow season. All strategies given by Meredith cover distinct aspects within a slow season of a business. She focuses on helping to raise the bottom line of a business so that way the business can expand and prosper. This article is relevant to our project because of various strategies that can be implemented to increase revenue for the business in a lull.