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Campaign Goal

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. Who is our target market?. Product suggests target New service, make target feel the need to eat there

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Campaign Goal

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  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 Arkansas residents

  2. 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

  3. 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

  4. 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

  5. Competition • Bangkok • Good location on Dickson • Serves sushi • Does not specialize in sushi • Does not hold place in consumer’s mind • No parking

  6. 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.

  7. 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

  8. 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

  9. Key Selling Attribute • SUSHI ONLY • Conveyor belt bar for more casual and faster dining • Upscale atmosphere, but with moderately priced food

  10. Evidence • Offers specials • Full sushi menu • Exterior of the building • Hip, chic, interesting, not too intimidating • Art Deco exterior already in place

  11. 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

  12. Tying Ads Together • Same logo • Same typefaces • Same slogan

  13. 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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