Final+Paper

An Online Advertising Campaign Project CCIT 356 March 28, 2011 By Gabriella Yangyi Guo, Monica Olszewski, Anthony Russo, Elizabeth Carroll, Christina Theophylactou ** Know Yourself  ** ** The Company  **  Arizona bar and grill (ABG) is a restaurant that's been around in the community for around 15 years. Although formally regarded as a restaurant, ABG offers a diverse range of service and assumes on various roles such as a Sports bar and some times even a club. ABG provides customers with half price appetizers and over twenty beers on tap. In addition, there are free pools available for every customer. On Friday and Saturday nights, ABG invites DJ and turn the open space into a dance floor.  ** Weaknesses and opportunities  ** An overall assessment of the restaurant’s facility and human resource reveals some potentials for future improvement. ABG is old and un-modernized. Renovations or a makeover may be needed to enhance the company’s public image. The restaurant also has bad online rating with regards customer service from several websites. In addition, according to ABG’s internal employee, there is a general decline in overall employee attitude. Employees lack enthusiasm to perform their jobs to the best of their abilities. Perhaps this is closely related to the restaurant’s bad customer service. However, there are many opportunities and advantages ABG has: it’s spacious, it has a good location (right next to the airport). Due to its long and established history, Arizona has accumulated a huge devoted customer base. It also offers a variety of activities both during weekdays and weekends such as DJ, Dance and Pool that no other restaurants do. ABG is essentially multi-functional; it is a Sports bar, a restaurant and a club. It has an effective management system and is highly devoted in engaging its customers with different activities. None of the surrounding restaurants near the airport, hence, ABG’s competitors; The Cake, Hooters, and Graffiti could impress their customers with such a diverse service as much as ABG does. In addition to ABG’s broad covering of events, the restaurant also has a broad menu that encompasses many great quality food and drinks. For example, there are dozens of import and domestic beer on tap for customers. There is a vast menu from tex mix to wings to pastas to gourmet salads. ** Our Mission  ** Our mission is to design a marketing strategy that will emphasize on ABG’s strengths while assisting the company to overcome its weaknesses. The goal is to help ABG gain more clientele and promote the restaurant in a positive light. Our advertising campaign would need to construct the right message that reaches to the right target audience. To achieve this goal, we have set up new social media, advertisements and a broader target audience. By making our deals, coupons and discounts more transparent and available to our customers, we wish to boost online rating of the restaurant’s food and atmosphere. Despite the fact that ABG already has a solid client base, there are less returning clients followed by their first visit to the restaurant. This might indicate a need for Arizona to focus on attracting new customers. As a result, we need to come up with an objective measure, namely a survey, to validate the bad reviews on customer service and complains about “cold food and warm beer” from the Internet. Hopefully, routine survey can establish a healthy and mutual feedback system that empower the company to constantly addresses its customer’s concerns and reinvent itself. ** Target Market  ** There are two main target groups for our marketing strategy : tourists and local residents. Since Arizona is located right beside the airport; Tourists, travelers and people who have arrived into Toronto will be an essential source of ABG’s customers. Because the restaurant is open late until 2am, both Late travelers and airport workers can be accommodated for food, drinks, sports and pool. The second category of our target audience is people who live in Etobicoke, GTA. They could be families, businessmen and businesswomen who have been living in the local community for a while and are open to find a new local restaurant as a regular dining venue. In summery, men and women in the age group of 26 - 45 is the target audience because Arizona is an older location that promotes the bar atmosphere as well as a broad menu of food, fine wines and beers (domestic and imports). This target audience has the life experience and the money to spend at this restaurant. The promotion of social media and discounts will inspire more customers to try Arizona and will return with satisfaction. We understand that customers coming to ABG expect great food, beverages, wine and entertainment, and we are ready to assure them that they’ve come to the right place. Our ads highlight ABG’s great location, broad menu, free pool, catering at Sports events and many other exiting activities. ** Marketing Rational  ****  e  ** ** The 4 P’s  ** Products & Service  Price  Placement or Distribution  Promotion Personalization  Participation  Peer-to-peer communities  Predictive modeling ** Awareness of Uncontrollable Factors  **  ** Online Advertising Strategy  ** ** Online Advertisements:  **  Leaderboard, Skyscraper, Square button, Facebook ad  Our online advertising strategy began with brainstorming new ideas for attracting additional loyal customers to Arizona's B-Bar and Grill. We began our strategy by analyzing our target audience and configuring where they are able to see the ads the most. By conducting some research we concluded that most of ABG's customers stem from the local community, as well as traveling businessmen/women. Due to ABG having a fantastic location near the airport the restaurant is very fortunate in gaining new customers all the time. We wanted to create some ads that would further the customer traffic coming from the airport and direct more individuals to the restaurant. Currently the restaurant has some print ads and billboard ads, although they have no online identity beyond their company website. Our goal in our advertising strategy was to create an online identity for the restaurant in hopes of gaining new customers.  Our local community online ads contain specific information telling the customer that appetizing food is served until 2am. Most restaurants do not stay open till 2am every day of the week. This is an advantage ABG has over its competitors which is why we are trying to make everyone aware of it. There were four ads created to specifically target the local community. We created a skyscraper, leaderboard, square button, and a facebook ad. The skyscraper advertisement features a juicy steak on the front with the caption, "Try our Juicy Steaks." The leaderboard takes on a similar approach and features sauce covered wings with the caption, "Best wings in town." ABG is known for their amazing wings, and that particular food item is what some individuals would travel to have. On the leaderboard we also advertise the fact that ABG is open till 2 am and is open for take-out orders. The square button we created has a large plate of pasta on the front also advertising the 2am closure, but also says "Click here for weekly coupons." This is an interactive button a local customer could click and in return get a discount on their meals.  The Facebook ad created for the local community advertises Arizona's location, and the overwhelming activities of the restaurant. They have "good food, live music, and pool." These are special elements of the restaurant not many others have in the area have. It is a multipurpose and relaxing bar and grill. <span style="line-height: 200%; margin-bottom: .25in; margin-left: 0in; margin-right: 0in; margin-top: 12.0pt; mso-outline-level: 5; mso-para-margin-bottom: 1.5gd; mso-para-margin-left: 0in; mso-para-margin-right: 0in; mso-para-margin-top: 1.0gd; text-indent: .25in;"> The travelling targeted audience is directed through a skyscraper advertisement. It shows a delicious burger on the ad with some potatoes saying "Flight Delayed? Join us we are open until 2 am!" The traveling community accumulates to a large customer base so it is essential to create an ad making travelers aware that there is a restaurant near by, and is open late for their needs. This ad would be ideally placed on websites such as Park and Fly, Pearson International, as well as hotels near the airport. These websites are all services travelers would investigate in order to rent a car, find a hotel room, or check their flight delays. By placing our skyscraper ad on these sites we are reaching out to the traveling demographic in the area. <span style="line-height: 200%; margin-bottom: 6.0pt; margin-left: 0in; margin-right: 0in; margin-top: 12.0pt; mso-outline-level: 5; mso-para-margin-bottom: 6.0pt; mso-para-margin-left: 0in; mso-para-margin-right: 0in; mso-para-margin-top: 1.0gd; text-indent: .25in;"> Another addition to our advertising strategy is social media sites. Our group created a twitter page for Arizona's B-Bar and Grill and a Facebook page. Social media is an ever-growing way to advertise a business and our group believes it is essential to have these two pages. Using these sites ABG will be able to advertise the different events going on each night. The types of events that will be promoted include: By using these specific social media sites, local customers will become aware of the events occurring at the restaurant on a daily bases. Also there may be an occasional coupon upload on these sites making their customers eager to check the social media pages. ** Evaluation  ** ** Conclusion  ** Our main objective is to convey to convince potential customers that AGB is the perfect match for their needs. In addition to the lively atmosphere, fresh food, beverages, late night delivery and great customer service, the restaurant holds a variety of events dedicated to sporting and entertainment. Through social media, we intend to expand the horizons of the regular clients into more dedicated customers with easy to access updated events. In order to get connected to our customers we must first make access to this information easier for them. With the growing popularity of smart phones and the prevalence of social media in the everyday aspects of our lives it is easier and easier for people to become connected to other people and places. Capitalizing on this fact means we must take advantage of the simplicity of these forums in more interesting ways. Creating an interest in what we have to offer is the first step. After this, providing people with information, important and relevant information is key. By making it easier and easier for people to follow and attain what it is we have to offer, we will gain popularity with clients, and grow our loyalty with existing clients. As far as capitalizing on the market of people the airport provides, giving them a cheaper, faster and efficient place to eat will draw some of the one-time customers we may experience. Even though they are one-time customers, their business could easily be missed if it is not capitalized on. This market will be drawn to the restaurant via appealing ads in appropriate places. Essentially, we are trying to grow on the success the restaurant already has. Any improvement is a good improvement if the results can have influence for long enough to be economically effective. If we are going to put money, time and effort into growing into the social media world, the reward must be worth it. With the ideas shown beforehand in this description of our campaign a bright future is very likely.
 * Arizona Bar and Grill **
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l4 level1 lfo20; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The products and services provide an effort the company puts forth to catch the new customers attention. ABG wants to guide new customers to understand the restaurant atmosphere in a positive light and also provide the customers with coupons during special events. For example, discounts during special events such as, during the Stanley cup or Superbowl there can be a beer and wing combo.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l4 level1 lfo20; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Another idea is to provide customers with online discounts. The online coupons entail a discount for lunches or dinner entrees such as buy one and get one free. The services provide an easy accessible database with upcoming and current events going on at Arizona annually. These events range from Halloween, new years eve, Superbowl or golf tournaments for customers to participate. These events will be accessible through updated social media websites like facebook and twitter. The coupons also will link to these websites for the customers to have access to the deals and upcoming events and promotions at the restaurant. This way more people will come for the deal and learn about Arizona's fun atmosphere and great food.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l18 level1 lfo21; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The price for the marketing scheme will be mostly the cost of online advertisement space and hiring someone to update the websites daily. This money will be paid off through the increasing amount of clients. Although there will be a loss of money for free lunches and dinners, the money will be gained through more exposure of word of mouth and between satisfied customers.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l18 level1 lfo21; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The company will spend a little and gain a lot more in return based on the correct exposure through social media.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l10 level1 lfo22; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The placement and distribution of the new marketing strategy will be on websites. The websites will include Park and fly, Pearson International, Canadian Flights, hotels near the airport and social networking websites. These connections make for better online presence. The link to the website will be visible although the colour scheme and outline will be updated.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l10 level1 lfo22; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> billboards around airport attract local attention to access these websites. Customers will grow closer to the company through the social media updates.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l14 level1 lfo23; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Social media such as twitter and facebook for the best promotion. The link for customer's potentially connects online to access social media for all of the upcoming events. The social media sites can allow interaction between fans and followers to better understand the demographic of those visiting Arizona Bar and grill. The promotion of Arizona is already in newspapers, billboards and on the radio. The online community can reach a broader audience and also easily update them with information.
 * The New P`s **
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l16 level1 lfo24; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The variety of events and broad menu satisfies many tastes. These characteristics reach a broad audience for people who like different types of food. There are also many sporting events that allows a crowd of people who enjoy sports. The personalization of Arizona’s social networks is that people can put forth their personal opinions right to the source. They can link twitter and facebook with feedback. The feedback presents the restaurant with an understanding of how customers feel at Arizona and also how they can put forth changes for the future. Personalization is very important for the customers to feel that they are important in this business.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l22 level1 lfo25; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The participation that we provide is a survey so that people will input their opinions and the restaurant can improve upon these elements. There will be a quick simple survey that clients can use to describe their overall experience at ABG. This information will be personal and anonymous.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l28 level1 lfo26; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Facebook and twitter allows ABG fans and regulars to connect with one another on a social level that they can learn more about one another as individuals. The peer-to-peer communities can also allow people to access the information about the popularity of Arizona in the community thus improving the overall appearance of ABG as a local community restaurant and hangout.
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l17 level1 lfo27; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Through Google analytics, the traffic on the social media sites will be understood. Where the visitors are from in the world and from what website did they link to the social media sites. This information can help to understand the clients interested in Arizona and
 * <span style="line-height: 200%; margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l17 level1 lfo27; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> the feedback from surveys
 * <span style="line-height: 200%; margin-bottom: 12.0pt; 0in margin-top: .1pt; mso-list: l19 level1 lfo28; mso-para-margin-bottom: 1.0gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> The main uncontrollable factors that challenge ABG are the competing restaurants, already existing bad reviews on the Internet, word of mouth, customers opinion and mood. The main concern of the competing factors is difficult to control because it is up to the customers preference. our goal is to get them to understand ABG is truly a restaurant that reflects a Canadian Bar. There is only one and it has been around for over fifteen years. It is not a franchise and holds not only great food but lovely servers, nightly entertainment, party reservations and free pool.
 * <span style="margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l3 level1 lfo29; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Booze cruises promoted by Budwiser, Budlight, Molson or Smirnoff
 * <span style="margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l3 level1 lfo29; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> UFC nights
 * <span style="margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l3 level1 lfo29; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Playoffs events
 * <span style="margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l3 level1 lfo29; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Reservations for parties in designated rooms
 * <span style="margin-bottom: .1pt; 0in margin-top: .1pt; mso-list: l3 level1 lfo29; mso-para-margin-bottom: .01gd; mso-para-margin-top: .01gd; tab-stops: list .5in;"> Pool tables
 * <span style="0in margin-bottom: 24.0pt; mso-list: l3 level1 lfo29; mso-para-margin-bottom: 2.0gd; tab-stops: list .5in;"> Special drink promotions
 * SWOT analysis || Opportunities || Threats ||
 * Strengths || Marketing ABG as a single location allows the restaurant to remain individual in the growing restaurant market. || Being able to entice new customers to visit the restaurant as well as keeping the already existing loyal customer base that is imperative to minimizing the threat of being minimized due to having a single location. ||
 * Weaknesses || This individuality created by having this single location limits the rage at which adverting can take effect. The audience is arrowed and more loyalty is needed from customers. With a powerful campaign this loyalty as well as new found revenue from customers from the airport this should not be a problem. || Developing a powerful word of mouth campaign and having customers become involved with facebook and twitter campaigns will solidify the stronghold the restaurant will create in the area due to a successful campaign. If competition becomes a factor having these resources at our disposal will mean we will not have to campaign as widely to regain customers. The existing customers we have can be notified of promotions, events and exciting changes more easily which will hopefully diminish any threat that arises. ||