campaign goal to promote and create awareness of new restaurant create awareness of new restaurant...
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![Page 1: Campaign Goal To promote and create awareness of new restaurant Create awareness of new restaurant from 0 to 70% among the target market of Northwest](https://reader035.vdocument.in/reader035/viewer/2022062404/5518a54f550346c31f8b4a4c/html5/thumbnails/1.jpg)
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Campaign Goal
• To promote and create awareness of new restaurant
• Create awareness of new restaurant from 0 to 70% among the target market of Northwest Arkansas residents
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Who is our target market?
• Product suggests target– New service, make target feel the need
to eat there
• 25-34 years old, early career, income of $30,000+, yuppie
• Business or creative career, multi-interest lifestyle, health conscious
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Position in Consumer’s Mind
• At the end of our campaign, Shisu will be seen as:– A provider of upscale food and
atmosphere with reasonable prices.– A place to impress– Comfortable, chic, personal ambiance
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Competition
•Shogun (Fayetteville)– Leading competitor– Special Occasion Restaurant– Everyday, casual, inexpensive sushi bar
• Does not specialize in sushi
– Restaurant is impersonal– Sushi bar area is small
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Competition
•Bangkok– Good location on Dickson– Serves sushi
•Does not specialize in sushi– Does not hold place in consumer’s mind– No parking
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Competition
•Thai Diner– Extensive sushi menu
• Does not specialize in sushi
– Inexpensive– Casual– Holds place in consumer’s mind
• College students (18-24)
– No distinctive atmosphere– Located on South College Ave.
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Brand Placement
• Shisu would be a place for moderately priced sushi, which we specialize in, with a personal, upscale, impressive atmosphere
• Could be a place for a business dinner/lunch or casual dining with friends
• THE PLACE TO GO FOR SUSHI
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Conative Ads
• No matter how a person feels about the atmosphere or product, they must come in and try the restaurant at least once
• The campaign must make the consumer act
• Will offer specials through direct mail
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Key Selling Attribute
• SUSHI ONLY
• Conveyor belt bar for more casual and faster dining
• Upscale atmosphere, but with moderately priced food
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Evidence
• Offers specials
• Full sushi menu
• Exterior of the building– Hip, chic, interesting, not too
intimidating– Art Deco exterior already in place
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Communicating Key Attribute
• Television advertising would showcase the inside of the restaurant (ambiance, atmosphere)
• Direct mail has full sushi menu and prices to communicate exactly what Shisu is offering
• Full-color insert in newspapers has full sushi menu and prices
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Tying Ads Together
• Same logo
• Same typefaces
• Same slogan
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Distinguishing Our Ads
• Repetitive use of our logo, which is unique to other area logos
• All printed material is cohesive to our Asian inspired restaurant
• Design of our ads will feature pictures of sushi, something that is not normally seen in this area
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