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University City, University City, Philadelphia Philadelphia South Beach Advertising South Beach Advertising Inc.: Inc.: Nicholas Beers Nicholas Beers Julie Massry Julie Massry Carl Hooper Carl Hooper Anjni Raol Anjni Raol
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University City, Philadelphia

Jan 09, 2016

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University City, Philadelphia. South Beach Advertising Inc.: Nicholas Beers Julie Massry Carl Hooper Anjni Raol. Introduction. Top Dog: night club, restaurant, sports bar Other location: Cherry Hill, NJ - PowerPoint PPT Presentation
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Page 1: University City, Philadelphia

University City, PhiladelphiaUniversity City, Philadelphia

South Beach Advertising South Beach Advertising Inc.:Inc.:

Nicholas BeersNicholas BeersJulie MassryJulie MassryCarl HooperCarl HooperAnjni RaolAnjni Raol

Page 2: University City, Philadelphia

IntroductionIntroductionIntroductionIntroduction Top Dog: night club, Top Dog: night club,

restaurant, sports barrestaurant, sports bar Other location: Cherry Other location: Cherry

Hill, NJHill, NJ New location: 1New location: 1stst floor floor

of University City of University City Sheraton at 36Sheraton at 36thth and and Chestnut St. in Chestnut St. in Philadelphia, PAPhiladelphia, PA

Owner: Taylor MillsOwner: Taylor Mills Opened in early Opened in early

SeptemberSeptember

Page 3: University City, Philadelphia

S.W.O.T AnalysisS.W.O.T AnalysisS.W.O.T AnalysisS.W.O.T Analysis

Strengths: “Top Dog” name, location is Strengths: “Top Dog” name, location is near Drexel and UPenn, Something for near Drexel and UPenn, Something for everyone, 3-in-1everyone, 3-in-1

Weaknesses: current advertising in Weaknesses: current advertising in newspapers, interior layout, disgruntled newspapers, interior layout, disgruntled union workers, new establishmentunion workers, new establishment

Opportunities: close to its target Opportunities: close to its target market, expand into a new market in market, expand into a new market in area-clubarea-club

Threats: target market’s age range Threats: target market’s age range

Page 4: University City, Philadelphia

Current AdvertisingCurrent AdvertisingCurrent AdvertisingCurrent Advertising

Advertising objectives: gain new customers, Advertising objectives: gain new customers, build loyal patrons, increase business profitsbuild loyal patrons, increase business profits

Local advertising: newspapers, flyers, print Local advertising: newspapers, flyers, print addsadds

Strategies: gorilla marketing, sales promotion Strategies: gorilla marketing, sales promotion Incentives: “buy one get one free” dinner, gift Incentives: “buy one get one free” dinner, gift

certificates, free entrance cards certificates, free entrance cards Advertising local college partiesAdvertising local college parties Advertising specials on specific nights (drink Advertising specials on specific nights (drink

specials, dinner specials)specials, dinner specials)

Page 5: University City, Philadelphia

Interview with FrankieInterview with FrankieInterview with FrankieInterview with Frankie

Frankie Laino head of entertainment for Frankie Laino head of entertainment for Top Dog.Top Dog.

““Top Dog is all things to all people”Top Dog is all things to all people” He believes in the strengths and He believes in the strengths and

concerned about weaknessesconcerned about weaknesses Great competitor against other local Great competitor against other local

barsbars Current advertising in newspapers not Current advertising in newspapers not

seeing desirable return on investmentseeing desirable return on investment

Page 6: University City, Philadelphia

Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons Question 1: What time Question 1: What time

of day did you or do of day did you or do you go to Top Dog?you go to Top Dog?

Other responses were based Other responses were based on visits during happy hour, on visits during happy hour, lunch, early evening to play lunch, early evening to play pool, watch a game, or pool, watch a game, or meet friendsmeet friends

Overall responses regarding Overall responses regarding the level of customer the level of customer service was satisfactory.service was satisfactory.

Many went for drinks, Many went for drinks, music, and dancing at night.music, and dancing at night.

At NightOther

Page 7: University City, Philadelphia

Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons

Question 2: Where Question 2: Where have you seen have you seen advertisements for advertisements for Top Dog?Top Dog?

People also heard People also heard of Top Dog of Top Dog combined with ads combined with ads through word of through word of mouth.mouth.

Question 2

0

2

4

6

8

10

12

14

16

Media

Am

ount

of answ

ers TV

Radio

Flyers

newspapernone

Page 8: University City, Philadelphia

Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons

Question 3: Did Question 3: Did Sales Promotion Sales Promotion encourage you to encourage you to go to Top Dog?go to Top Dog? yes

no

notreally

Page 9: University City, Philadelphia

Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons

Question 4: How Question 4: How do you like the do you like the location of Top location of Top Dog?Dog?

Answers varied Answers varied depending on depending on where people lived where people lived and where they and where they liked to go.liked to go.

good

bad

indifferent

Page 10: University City, Philadelphia

Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons

Question 5: Do you Question 5: Do you feel that the feel that the advertisements for advertisements for Top Dog are Top Dog are effective?effective?

Reasons varied as Reasons varied as to why people to why people thought they were thought they were effective.effective.

VeryEffective

SomewhatEffectiveNotEffective

Page 11: University City, Philadelphia

Question 6: What have been the Question 6: What have been the best night life entertainment spots best night life entertainment spots you have been to?you have been to?

Answers varied from: themed clubs, Answers varied from: themed clubs, spring break, big venues like New spring break, big venues like New York City, Las Vegas, Atlantic CityYork City, Las Vegas, Atlantic City

Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons

Page 12: University City, Philadelphia

AdvertisingAdvertisingAdvertisingAdvertising

South Beach determined:South Beach determined: USP: 3-in-1 is very unique but hard for Top USP: 3-in-1 is very unique but hard for Top

Dog to convey this to customers.Dog to convey this to customers. Club features not clearly stated and should Club features not clearly stated and should

be improved upon within ads.be improved upon within ads. Stick to what works: gorilla marketing and Stick to what works: gorilla marketing and

mailers.mailers. Don’t forget about those underagers!Don’t forget about those underagers! Keep track of ads: what’s working? what’s Keep track of ads: what’s working? what’s

not?not?

Page 13: University City, Philadelphia

Imrovements based on interview with Imrovements based on interview with manager and with customers:manager and with customers: Keeping track of what worksKeeping track of what works Building loyal patronsBuilding loyal patrons Reassesing advertising budgetReassesing advertising budget Focus on specific target marketFocus on specific target market

Areas of ImprovementAreas of ImprovementAreas of ImprovementAreas of Improvement

Page 14: University City, Philadelphia

Keeping track of ads and sales Keeping track of ads and sales promotions:promotions: Create mailing station within Create mailing station within

establishmentestablishment Vouchers and coupons sent out to those Vouchers and coupons sent out to those

who sign upwho sign up Collecting vouchers and coupons to prove Collecting vouchers and coupons to prove

their effectiveness their effectiveness Specific ads for specific purposesSpecific ads for specific purposes This will help to create and maintain loyal This will help to create and maintain loyal

patronspatrons

Keeping Track of What Keeping Track of What WorksWorks

Keeping Track of What Keeping Track of What WorksWorks

Page 15: University City, Philadelphia

Based on our interviews we Based on our interviews we concluded that newspaper ads have concluded that newspaper ads have not been effective, thus we will put not been effective, thus we will put more advertising money into radio more advertising money into radio and flyersand flyers

Mailers and track of ads will also help Mailers and track of ads will also help to determine what percentage of to determine what percentage of budget should be used in what areasbudget should be used in what areas

Advertising BudgetAdvertising BudgetAdvertising BudgetAdvertising Budget

Page 16: University City, Philadelphia

Top Dog attracts mostly college Top Dog attracts mostly college students students

Interviews conclude that college Interviews conclude that college nights are big nightsnights are big nights

WE plan to target campuses other WE plan to target campuses other than UPenn and Drexel: Villanova, than UPenn and Drexel: Villanova, PCPS, Temple, St. Joe’s PCPS, Temple, St. Joe’s

This specific target market responds This specific target market responds best to guerrila marketingbest to guerrila marketing

Focus on Specific Target Focus on Specific Target MarketMarket

Focus on Specific Target Focus on Specific Target MarketMarket

Page 17: University City, Philadelphia

Frequent Visitor CardFrequent Visitor Card

““Countdown to Summer” theme Countdown to Summer” theme nights starting with spring break nights starting with spring break bash bash

New Radio CommercialNew Radio Commercial

Our New Ad CampaignOur New Ad CampaignOur New Ad CampaignOur New Ad Campaign

Page 18: University City, Philadelphia

Frequent Visitor Frequent Visitor CardCard

Patrons receive Patrons receive rewards for rewards for frequent visits to frequent visits to Top DogTop Dog

Frequent Visitor CardFrequent Visitor CardFrequent Visitor CardFrequent Visitor Card

Page 19: University City, Philadelphia

““Countdown to Summer” theme Countdown to Summer” theme nights starting with spring break nights starting with spring break bashbash

Summer themed nightsSummer themed nights

Summer giveaways – trips, free Summer giveaways – trips, free passes, VIP Cards, etc. passes, VIP Cards, etc.

Countdown to SummerCountdown to SummerCountdown to SummerCountdown to Summer

Page 20: University City, Philadelphia

New Radio CommercialNew Radio Commercial

Most patrons that come to Top Dog Most patrons that come to Top Dog hear these commercialshear these commercials

Very successful in pastVery successful in past

New Radio CommercialNew Radio CommercialNew Radio CommercialNew Radio Commercial

Page 21: University City, Philadelphia

Every Thursday NightEvery Thursday Night

Countdown to SummerCountdown to Summer

DJ SMOOTH

DJ SMOOTH

DJ SMOOTH

DJ SMOOTH

$1.00 Bottles9 - Midnight

FREE PARKINGFREE PARKING

36th and Chestnut Streets

PHILADELPHIAPHILADELPHIA267-284-0316267-284-0316

www.TopDogSportsBar.com

www.TopDogSportsBar.com

Page 22: University City, Philadelphia

THE ENDTHE ENDTHE ENDTHE ENDAny Questions?Any Questions?