Advertising Campaigns: Jacobs Restaurant and Grill - Essay Example

Advertising Campaigns: Jacob’s Restaurant and Grill I. EXECUTIVE SUMMARY The use of adverting is a very feasible way to enhance market visibility for a business. For Jacob’s Restaurant and Grill a special restaurant in Dallas Texas, this will be a very good way to assert itself in the market that already exists but lays untapped by the business. The application of the various available social media platforms will be utilized for the marketing changing. It was established that Jacob’s Restaurant and Grill would benefit a lot by carrying out a marketing campaign in order to help it gain more customers and also to increase loyalty from the existing customers. By the end of the campaign, Jacob’s Restaurant and Grill will have benefited by increasing customer loyalty for the already existing customers as well as by gaining more customers. Just like any other marketing campaign for a for-profit business, the desired end result is to increase the customer base. As a result, Jacob’s Restaurant and Grill would like to make sure that as many people as possible who will be reached by the marketing campaign become lifetime customers of the business. The restaurant does offer some membership and so this will be geared towards increasing the membership of the business. The marketing campaign is therefore geared towards increasing the number of subscription of the customers. A budget of $283,000 will be used for this campaign. Social media will be a central component of this marketing campaign in that it will be the main way to carry out the advertisements. Social media has become a central part of advisements because millions of people use social media on a daily basis. Because of this, social media can be a very good way to reach to so many people. As a result, due to the fact that so many people who will be the target of this marketing campaign will be of the age that is in the social media, this will be a good opportunity to use social media. II. DESCRIPTION Jacob’s restaurant is a modern local restaurant that seeks to offer organic meals to the local market. The restaurant is located at a suburban location and seeks to provide its customers with organic custom as well as menu meals. Its main target market is the local individual who commutes to work and returns in the evening hours as people come from their jobs in the evening. The restaurant offers the locals a nice serene environment to rest and have fun with friends in the late hours after they have had a long day at work. It differentiates itself from their competitors in that it offers custom made foods which give the customers flexible menus as opposed to the fixed menus. This allows the customers to order a meal that is going to be made exactly the way they want and using the selected ingredients that they want. The restaurant also offers entertainment in terms of sports aired on satellite TV as well as music bands on selected days. Apart from that, beverages are offered in the restaurant, both alcoholic and non alcoholic. For alcoholic drinks, all types of drinks are offered, including mixed drinks (commonly referred by the customers with the informal term as musicology). Jacob’s Restaurant and Grill also offers non alcoholic drinks such as ice tea, coffee (black and white). III. OBJECTIVE OF THE CAMPAIGN Due to the business structure and model, Jacob’s Restaurant and Grill in Dallas Texas is facing the problem of not having enough customers. The other problem is that most people are not aware of the unique services that are offered in the firm and this has reduced the revenues of the business. The business managers at Jacob’s Restaurant and Grill feel that they are not fully exploiting the opportunities in the market as of the present and feel that with more advertising, this untapped market could be acquired and this would give the business more customers. As a result the objective of the marketing campaign is to get more customers for the business. The overall objective is to get more customers for the business. To achieve this overlap objective of the marketing campaign, there are some subsets of objectives that must be achieved. These are as follows; To increase awareness of the unique services offered at Jacob’s Restaurant and Grill Jacob’s Restaurant and Grill management feels that if more people were to be aware of the unique services that the restaurant offers as opposed to regarding it as any other generic restaurant, they would be more interested in the products that the firms sells. As a result, the main the objectives of the firm is to make the potential customers to be more aware of the unique services that they are likely to get from the Jacob’s Restaurant and Grill. IV. IDENTIFICATION OF THE TARGET MARKET A. Primary markets Overall, the target market is the local population that lives in the local area. However, to be more specific, the target market for the business is the middle-aged person who probably commutes to town for work in the morning and returns in the evening. This market is ideal for Jacob’s Restaurant and Grill because of the nature of the business. The older people may not necessarily be enticed by the services and products offered at Jacob’s Restaurant and Grill and s they will not be considered. Age group of the target market The age group targeted for the marketing campaign is between age 25 and 35. These are people who have completed college education and are probably working. This age group also finds the nature of the services offered at Jacob’s Restaurant and Grill to be very good because they are seeking for a fun time which is important for them after a busy day at work. They are also the kinds of people seeking increased social connection in the attempt to increase their social portfolios as a matter of improving their career development. Jacob’s Restaurant and Grill offers these services and therefore may appeal to this age group. Financial and economic demographics of the target market Additionally, the marketing campaign will seek to reach those with a high financial income. Because Jacob’s Restaurant and Grill offers personalized and custom products, its products are priced a little higher than those found in a normal restaurant. Therefore, those with a lower income are not likely to afford the products. For example, for the business to be able to serve the customers with custom made meals, this costs Jacob’s Restaurant and Grill more and since this is a profit business, the cost ahs to be borne by the customer. Of course, the idea is to reach to that customer who is willing and able to meet this extra cost to be able to get the extra quality. B. Secondary markets Due to the business model, Jacob’s Restaurant and Grill may not have a secondary market. However, since the restaurant also offers other related services such as Gym personal health activities this may be considered to be a source for a secondary market. There are those who may not be interested in the food and beverage offered at Jacob’s Restaurant and Grill but would be willing to be using he gym at the restaurant. For this reason, this group of potential customers will be considered to be the secondary market for the business. This secondary market is composed of older people who may not be interested in having custom-made meals and beverages but who are interested in the gym services. The secondary market will therefore be made of people of ages between 40 and 60. Most of these people may be retired people who not only have the money to subscribe for the gym membership but who also have plenty of time to visit the restaurant even during the day. Even though their main attraction to the restraint is the gym services, they may also be interested in having a bite while working out at the gym either before or after they have used the gym, or even both. This secondary market will also supplement the income for Jacob’s Restaurant and Grill. V. LIST OF ADVERTISING MEDIA A. Social media • Facebook.com Facebook.com has become one of the most interesting ways to advertise, both for small businesses like Jacob’s Restaurant and Grill and also for larger businesses. On facebook.com, there are two ways of adverting; free advertisement such as through a fan page or group, and the paid advertising though paying to boost a post or action (Zarrella 45). Jacob’s Restaurant and Grill does not as yet have a fan page and this will be the first thing to consider the fan page is a good way to keep the already customers engaged and to also being on a few new customers here and there. However, for the purposes of this marketing campaign, the use of aid advertising will be considered in order to increase visibility. Facebook.com offers a number of adverting services. The first one is the boosted update. For every update that is placed on the fan page, facebook.com offers the option to pay for the update to be boosted so it can reach more people (Evans 51). This allows the update to reach a greater audience. For only a budget of as low as $5 a day, Jacob’s Restaurant and Grill can be able to reach to hundreds of thousands of people every day on face book. Apart from the advantage of cost effectiveness of this service, the other advantage is that it uses the concept of laser targeted ads where the advertisement can choose with accuracy the people to whom the advertisement will be displayed (Lynn 45). For instance, the advertiser can choose the age (or age range) the location, gender and other demographics that will be used to determine to whom the ad can be displayed. Apart from paying to boost updates, facebook.com also offers for other kinds of advertisements such as driving traffic to a website (Street 59). Again, this is very cheap and with a budget of as low as $5 per day, facebook.com adverts can be used to drive massive adverts on the website from where the potential customer can now be converted into customers. Further, facebook.com also offers other kinds of adverts such as those geared towards encouraging potential customers to an action such as registering or subscribing to a newsletter. All these features will be very useful in this marketing campaign. The fact that the age of the targeted audience can be chosen will mean that it will be possible to target the said primary or secondary market based on their age. The fact that the geographical location can be chosen for every ad will also make it possible for the advertisement to be designed to only reach people within the location of interest. This will be of important because Jacob’s Restaurant and Grill is a local business s there is no necessity to waste money paying for advertise that will reach to customers who may not within the local area. • Twitter Like facebbok.com, twitter also offers a number of effective and cost friendly ways to market and advertise. By just having a twitter account, one can reach to very many people and also keep the customers engaged. To further make this more effective, twitter also allows users to pay for adverts in which users’ tweets can be boosted to reach an even larger audience. Like facebook.com, laser advertising is also used where the locations delimitation and the age and other demographics can be delimited in order to reach the most relevant audience. This will also be used in the marketing campaign for Jacob’s Restaurant and Grill. • Google ads Google also provides for a very effective way of advertising. It has two major classification of advertising. The first is Google ad words and the second one is the Google ad sense. In Google ad words, the advertisements appear to users of Google in for of word hyperlinks. In the case of the ad sense, the advertisements can use graphics such as banners. The advantage with Google advertising is that one only pays for the ads that convert, which is only when the users click on ads. One can also set the budget so that when the parameters of the budget are reached, the ads will not be placed so there will be no too much cost, or that the budget for advertisement (daily or otherwise) will not be surpassed. Jacob’s Restaurant and Grill will also take advantage of this opportunity to promote business. • YouTube YouTube is also another Google service and also offers a way to market. Like facebook.com and twitter, there is both free and paid adverting in YouTube. Google allows users to post short videos for free and this can be used for advertisements as well as for engaging the existing customers. Again, one can pay for advertisements that appear when YouTube users try to watch videos on YouTube. This will be used for advertisement for Jacob’s Restaurant and Grill. Again, the advantage of laser targeted ads also appears here (Kabani 145). Local magazines The other way to advertise will be local magazines. As already established, Jacob’s Restaurant and Grill is a local business and so no need to advertise through the media that reaches a much wider audience. However, local magazines will be useful to reach out to the local potential customers. Word of mouth (leaflets given to the already existing customers) The marketing campaign will also take advantage of the already existing customers to increase customer base. This will be done in two major ways. First, the customers will be given well designed and sleek leaflets that they can go and share with their friends and neighbors as well as family. This will assist in ensuring that the word of mouth is used to help in boosting the visibility of the business. However, care will be taken not to push the customers too hard because some of them may not be willing to take leaflets. The leaflets will be strategically placed in places where those willing to take them can take them but the customers will not be asked to do so in order to avoid annoying them. The other way that the existing customers will be used to help in increasing customer base for the restaurant will be promotions geared towards encouraging the existing customers to bring in their friends. This will be done by giving a 20% discount to anyone who brings a new friend to the restaurant. At the same time, those who will bring the most number of new people in the restaurant will also be given further rewards such as becoming a platinum member in the restaurant and thus getting even more discounts. The marketing campaign will ignore electronic media (TV and Radio) because this is less relevant to the target market. VI. SCHEDULES OF ALL ADVERTISING PLANNED The marketing will start on beginning of February 2015. The first media to be used will be facebook.com. Prior to the beginning date, a facebook.com page will be started for the restaurant and this will be given to the existing members so that they can like it. Once the page is set up, paid ads to promote the page and the website of the business will begin on 1st February. The second part will use twitter need will be started on 10th of February. This will be with regard to taking advantage of the St. Valentine’s Day on February 14th. By the end of February, all the other platforms such as Google and YouTube will also be engaged. VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITY PLANNED The sales promotion activity will start on February 10th 2015 and will end in March 2015. The already existing customers will be informed about the new promotion where if they bring one new guest they and the person they have brought will get 20% discount on all products and services. Time Activity Category February 2015 Facebook marketing Website development Advertisements February Promotions sales Promotions March 2015 Google advertisements Advertisements March 2015 Twitter Advertisements VIII. BUDGET There will be a planned budget for the marketing campaign. This is as outlined in the below table; Cost category Actual Activity Initial Cost Follow Up Cost Staff Cost Marketing Staff Salaries 30,000 30,000 Training 20, 000 NA Maintenance 6,000 6,000 Design Technology cost Website 10,000 1,000 p/m Social Media Constance 20,000 10,000 per year Marketing Materials Printed Materials Leaflets 5,000 5,000 to renew Brochures 5,000 5,000 to replace Advertisements Facebook Facebook ads 10,000 5,000 per month Twitter Twitter promotions 10,000 10,000 per month Google Google ad words 10,000 5,000 per month Adsense 10,000 5,000 YouTube 10,000 5,000 Magazines Magazine ads 10,000 10,000 Offers and Sales promotions Discounts 10,000 (est) 10,000 (est) Total 166,000 117,000 Grand total 283,000 IX. STATEMENT OF BENEFITS TO THE CLIENT There are several benefits that will be gained by carrying out this campaign. To start with, it will engage the already existing customers and help in creating customer loyalty. Engaging the already existing customers is always a very good part of marketing. By offering them promotion which as the one identified above where they will be given a discount if they bring in new visitors to the firm, the customer will feel appreciated (Levinson, Meyerson and Scarborough 59). With the same some, tow birds will be hit. This is because the new guests brought by the already existing will also become customers and hopefully repeat customers (OGuinn 78). This will be an advantage to the restaurant. At the same time, it will help in bringing in more customers who will mean more business for the firm and therefore more success in the future. The advantage with using the outlines media for adverting in is that there is control and the advertisements are effective, both coastwise and function wise. As a result it will be feasible for the restaurant to now be able to take total advantage of the existing market. Works Cited Evans, Dave. Social Media Marketing: The Next Generation of Business Engagement. New York, NY: Jake McKee, Susan Bratton, 2008. Kabani, Shama. The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue. New York, NY: BenBella Books, Inc., , 2013. Levinson, Jay, Mitch Meyerson and Mary Scarborough. Guerrilla Marketing on the Internet: The Definitive Guide from the Father of Guerrilla Marketing. New York, NY: Entrepreneur Press, 2008. Lynn, Deann. Fb Bullseye: Targeted Traffic From The Worlds Biggest Website. New York, NY: Wealthy Publishing, 2008. OGuinn, Thomas. Advertising and Integrated Brand Promotion. New York, NY: Cengage Learning, 2014. Street, Jonathan. The Secrets to Succeeding in Network Marketing Offline and Online: How to Achieve Financial Success Selling Network Marketing Products & Services. New York,NY: Atlantic Publishing Company, 2008. Zarrella, Dan. The Social Media Marketing Book. London, UK: OReilly Media, Inc., 2009. Read More