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Skeeter’s Famous Dawgs

Skeeter’s Famous Dawgs. Presenting the idea of the “ Dawg Fight”. Executive Summary.

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Skeeter’s Famous Dawgs

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  1. Skeeter’s Famous Dawgs Presenting the idea of the “Dawg Fight”

  2. Executive Summary Skeeter’s Famous Dawgs, owned by Doug Burch, is an up-and-coming hot dog restaurant located in Rexburg, Idaho. The restaurant offers a wide variety hot dogs. Skeeter’s also offers a fun time for its customers with two ping pong tables and three televisions in order to keep them entertained. The restaurant is located in Hemming Village, right next to Kiwi Loco, which is also owned by Mr. Burch.

  3. Geographic Factors • Rexburg is the home to Brigham Young University-Idaho, a university of about 15,000 on-campus students. • The town of Rexburg has 25,484 people, according to the 2010 census. • Skeeter’s has an ideal location in selling to college students. • It’s also near the center of the city, so local families don’t have to go far to visit the restaurant.

  4. Current Advertising The majority of Skeeter’s advertising thus far has been through its Facebook page. Skeeter’s uses this page to post new deals, information about the store, events or contests it is holding and a calendar. Other forms of advertising which have been used by Skeeter’s include: • Door Hangars • Text Messages • In-store Parties • Word-of-mouth Advertising

  5. We will position Skeeter’s Famous Dawgs as a family friendly atmosphere that caters to adults and children.

  6. Primary and Secondary Audiences Families with 2+ Children Teenagers

  7. Marketing Objectives • Drive in business during the 7-week break. • Establish Skeeter’s as a family-friendly restaurant. • Become a household name in Rexburg.

  8. Advertising Objectives • Develop a pulsing schedule campaign that will encourage business during the 7-week break. • Develop effective advertising to draw in more families from the community. • Create an identity that is recognizable to the local community. • Use door hangars, social media (Facebook, Twitter, Instagram), newspaper ads and radio spots to produce the campaign.

  9. Strengths and Weaknesses • The family-friendly atmosphere is already established within the restaurant. • The competition for the same food category is minimal. • They employees are caring, hardworking and informed. • A lack of visibility of the topping selections. • A lack of presence in the community. • A need to persuade the customers to eat there instead of making their own hot dogs at home. Strengths Weaknesses

  10. Opportunities and Threats • Flexibility with the food because the lack of competition from similar food vendors. • The possibility to reach out to the local community for a larger, more consistent customer base with a mobile unit. • To become an established brand separate from Kiwi Loco. • The 7-week break with little to no student customers. • Other family-friendly restaurants such as Subway, McDonald’s or Nielson’s. • The community’s lack of awareness. Opportunities Threats

  11. Door Hanger

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