Omni-Pres Media Group

Transcription

1 Media Planning Professor Larry D. Kelley April 24, 2012 Fuddruckers Omni-Pres Media Group Fadi Moughnieh. Rohit Kaul. Chris Bravo. Angel Gonzalez. Travis Crowe. Mariam Dashtabadi 0

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3 SWOT Analysis Strengths, Weaknesses, Opportunities, Threats. O: Sports Pay-per-View availability, Foursquare discounts, Community sponsorship and participation. new communication technologies. 2

4 Increase sales among the younger audience while offering tasty and exotic burgers and enjoying a variety of drink combinations. Erase the oldtimey feel of Fuddruckers while ushering in an innovative sports oriented atmosphere to raise brand awareness among the millenials. Reach 70% of target market during campaign introduction. Raise top-of-mind awareness by infusing generation Y adults with the Fuddruckers message. Overall Marketing Objectives Advertising Objectives Media Objectives Objectives 3

5 Full-service establish 47% of the total 273,258ments QSR (quick service restaurants) Geography These figures represent 579,102 restaurants in the U.S. in 2010.* 53% of 304,844 Independents 54 of the total 311,694 Outlet chains round out the remaining 46% of 267,408 Percentage of growth in restaurant sales during 2011: North Carolina - 4.2%; Idaho - 4.0%; Virginia - 4.0%; Florida - 4.9%; Texas - 3.9% *U.S. Restaurant Patronage Breakdown 4

6 Seasonality Analysis: Over 50% of the survey participants eat out the most during dinnertime (5-9p.m.). The second most popular time is during lunch (11a.m.-2p.m.). The calendar year will represent our advertising platform In a recent survey of 1,200 U.S. consumers, the Chicago-based foodservice consultancy Technomic found that the vast majority (85%) said they eat burgers once a month or more, while only 6% say they never eat burgers. Other resources utilized from Technomic render numbers for the CPI percent; change in per measures the average change over time in the prices paid by urban consumers for a variety of consumer goods and services. Among the more interesting findings in the two burger reports: Significant differences were found in burger preferences and consumption behavior based on gender, age, region, ethnicity and income. Heavy burger users, those who eat burgers once a week or more, make up the largest burger user category (44%); this group skews toward young consumers and those in the South and Midwest. The dynamic burger category continues to be dominated by limited-service restaurants, which represent 33% of U.S. LSR (limited service restaurant) sales. Within the nearly $59 billion burger category, the Top 25 limited-service burger chains held roughly 97% of the market and the Top 3 (McDonald s, Burger King and Wendy s) accounted for nearly 75% of LSR burger chain sales. The campaign will run through February and December of 2012 with the introductory period spanning from Jan-March and the sustaining period from Nov- Jan.; Monthly sales of fullservice restaurants based on a 3 year avg. according to Technomic Inc. are as follows: Jan - 8%; Feb - 7.9%; Mar - 8.6%; Apr - 8.4%; May - 8.9%; June - 8.5%; July - 8.7% ; Aug - 8.7%; Sep - 7.7%; Oct - 8.3%; Nov - 7.8%; Dec - 8.5%; The most popular occasions for dining out are birthdays (self, spouse, child, etc.), followed by Mother s Day and Valentine s Day. Over 50% of the survey participants eat out the most during dinnertime (5-9p.m.). The second most popular time is during lunch (11a.m.- 2p.m.). The calendar year will represent our advertising platform. 5

7 Target Definition: 1. Houston, TX, USA year old males and females who crave a unique burger experience: 2. Austin, TX, USA 3. San Antonio, TX, USA 4. Washington, DC, USA 5. San Diego, CA, USA The Millennials Chili s Five Guys Fuddruckers 6

8 National Target Market Personification. Meet Ashley Women are not only the purchaser, but also the purchase influencer to their friends and male counterpart. The personification of women will also take into account a health-minded approach of the female gender. 7

9 NATIONAL PLAN National Strategies We will utilize social media as a method of integrating millennial into the fabric of Fuddruckers. By altering the atmosphere we will bring in sports loving adults to enjoy a good meal and a good time. To generate brand awareness and loyalty, Fuddruckers will seek to engage the customer by offering incentives for participating in a QR (quick response) check-in program. In addition, the scan would take you to an application download, similar to the BuzzTime program, which would track your score. The resulting high score could pay off in a Fuddruckers gift card. 8

10 TELEVISION ($1,125,000) For television, we have designated three networks that would best suit the target market of 18 to 34 year olds: ESPN, FOX, and CBS College Sports. *These individuals (rows) go out to eat 4 or more times a week with said group. 9

11 DIGITAL ($500,000) SOCIAL WEBSITES The internet is an important part in our target market s daily life. We will use social networking sites such as Facebook, Twitter, LinkedIn, and Foursquare to reach this target audience. These websites allow the audience to interact with Fuddruckers and check for upcoming promotions. SEM AND PANDORA We will also utilize SEM and Pandora to get the Fuddrucker s message across. SEM will increase the brand s visibility in search engine results, while Pandora will have ten second ads that capture our audience s attention during lunch and dinner hours. 10

12 OUTDOOR ($1,125,000) TRUCK ADS. BUS DISPLAYS, AND MALL FLOOR ADS Truck advertisements and bus displays will be in all major cities giving Fuddruckers a wide exposure. Mall floor advertisements will give a unique positioning and presentation that create a wow factor for the brand. 11

13 Guerrilla ($750,000) STAMPING BURGERS, COLORED BUNS FOR SPORTING EVENTS The benefits of this method of guerilla advertising is the one-time purchase of branding material for extended use of imprinting on food as well as imprinting into the consumer s minds. 12

14 National Flow Chart & Budget Report 13

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16 Local Plan City of Houston. Population: 2.1 million We will utilize outdoor, guerrilla, and print advertising as a method of conveying our message. In addition, we will make use of promotions to gain an increased knowledge of our target audience, 18 to 34-year-old millenials, behavior. Local Seasonality: Houston residents eat an average of four meals a week outside the home, according to the 2012 America s Top Restaurants report from Zagat Survey LLC. Monthly breakdown of Burger consumption for Houston: Jan- 8.9% Feb- 7.3% March- 6.5% April- 9.8% May- 9.2% June- 8.0% July- 7.8% Aug- 7.5% Sep- 6.9% Oct- 6.1% Nov- 5.9% Dec- 8.1% 15

17 Newspaper HoustonPress: 4,207,747 Page views per month 782,844 Unique visitors $29 per column-inch 1,271,400 Total Reach by advertising The Rice Thresher: 10,040 Weekly circulation $10 per column-inch 22,008 Estimated readership The Daily Cougar: 70,000 Page views per month 150,000 Unique visitors $48.10 per column-inch 5.2 million Ad impressions 16

18 Outdoor Billboards For Fuddruckers to take advantage of their target market and sports enthusiasts they should effectively place billboards strategically around Houston. By placing 14 X 52 in billboards in populated areas in Houston we will reach millions of viewers. Mobile Ads To reach our millennial Sports enthusiasts we will place ads on large trucks that people will see every day on major highways and intersections. 17

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20 Local Flow Chart 19