Question

Read the following scenario and then respond to the following questions.

South St. Burger is aiming to beef up its dinner business with a new campaign called “Dinner Just Got Better.”, starting October 1, 2017. The restaurant targets urban 24-38 year olds

Developed by Co-op Advertising, the campaign positions South St. Burger as the “better” dinner choice for discerning customers. The campaign will highlight the fast-casual brand’s premium offering including its fresh, 100% Angus beef burger raised without the use of hormones or antibiotics, fresh-cut fries and hand-scooped milkshakes.

“All of our stores are busy at lunch time… but the dinner business is a little more elusive,” said Jay Gould, founder and president of South St. Burger. “There are a lot of [restaurants] competing for it and we want to remind people that ‘okay, you were here for lunch, bring the family back for dinner.’ It’s not a shift in our marketing so much as recognizing where we could improve our business.”

SOUTH SE BERG NOTHING R, sales promotions, OOH, Social Media, etc.) that you think would be appropriate for South St Burger. Explain in detail how a particular tactic (eg, 30 sec spot, press release, online promotion, billboard, etc.) within that channel will be used to build onto the existing campaign? Do share any assumptions you might have (eg, the target listens to a particular radio station).

From the information you were provided please provide what you believe are the campaign was trying to achieve, what channels and who were they trying to reach: (Be sure to provide your explanation to your answer)

Please structure you answer in this format:

• Channel:
• Tactic:
• Who are you targeting?
• What do you hope to achieve or in other words what is the purpose of using this tactic?
• Describe how the tactic will be executed:
• Where will the tactic be executed and why:
• When will the tactic be executed e.g., daypart(s) and why:

Answer 1

Channel: The channel is co-op advertising and various social media platforms would be used by South St. Burger. It will be shared by all the branches and franchises or any other parties involved both in terms of money and effort. THis would be an effective way of executing the tactic, as it focuses on their existing customers . So in house, or so to say, promotion in and around the restaurant or at max in the neighbouring area if using the web would be the best way to go.

Tactic: South St. Burger already Has a good Lunch market, and a good number of customers, however with their fresh 100% Angus beef Burger, they want to give an experience to their already existing customers, as good as lunch and make their regular lunch customers to be their Dinner customers too. It's not exactly a marketing strategy but improving their food, to stand out in the competition and gain an edge in the market, with this special food addition to the menu.

Thus, the regular lunch customers are the target audience for the whole tactic. Which also reflects the purpose of the tactic, that South St. Burger wants their already existing customers to realize, their dinner is also as good as their lunch, and they can enjoy the 100% Angus Beef Burger, just like they enjoy their Lunch. Moreover the tactic should be implemented during the day time, because that is when all of their restaurants are jam packed and the promotion would result in maximum return.