1 / 22

University City, Philadelphia

University City, Philadelphia. South Beach Advertising Inc.: Nicholas Beers Julie Massry Carl Hooper Anjni Raol. Introduction. Top Dog: night club, restaurant, sports bar Other location: Cherry Hill, NJ

vail
Download Presentation

University City, Philadelphia

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. University City, Philadelphia South Beach Advertising Inc.: Nicholas Beers Julie Massry Carl Hooper Anjni Raol

  2. Introduction • Top Dog: night club, restaurant, sports bar • Other location: Cherry Hill, NJ • New location: 1st floor of University City Sheraton at 36th and Chestnut St. in Philadelphia, PA • Owner: Taylor Mills • Opened in early September

  3. S.W.O.T Analysis • Strengths: “Top Dog” name, location is near Drexel and UPenn, Something for everyone, 3-in-1 • Weaknesses: current advertising in newspapers, interior layout, disgruntled union workers, new establishment • Opportunities: close to its target market, expand into a new market in area-club • Threats: target market’s age range

  4. Current Advertising • Advertising objectives: gain new customers, build loyal patrons, increase business profits • Local advertising: newspapers, flyers, print adds • Strategies: gorilla marketing, sales promotion • Incentives: “buy one get one free” dinner, gift certificates, free entrance cards • Advertising local college parties • Advertising specials on specific nights (drink specials, dinner specials)

  5. Interview with Frankie • Frankie Laino head of entertainment for Top Dog. • “Top Dog is all things to all people” • He believes in the strengths and concerned about weaknesses • Great competitor against other local bars • Current advertising in newspapers not seeing desirable return on investment

  6. Interview with Patrons • Question 1: What time of day did you or do you go to Top Dog? • Other responses were based on visits during happy hour, lunch, early evening to play pool, watch a game, or meet friends • Overall responses regarding the level of customer service was satisfactory. • Many went for drinks, music, and dancing at night. Question 1 Pie 30% 70%

  7. Interview with Patrons • Question 2: Where have you seen advertisements for Top Dog? • People also heard of Top Dog combined with ads through word of mouth.

  8. Interview with Patrons • Question 3: Did Sales Promotion encourage you to go to Top Dog? Question 3 Pie 25% 60% 15%

  9. Interview with Patrons • Question 4: How do you like the location of Top Dog? • Answers varied depending on where people lived and where they liked to go. Question 4 Pie 25% 70% 5%

  10. Interview with Patrons • Question 5: Do you feel that the advertisements for Top Dog are effective? • Reasons varied as to why people thought they were effective. Question 5 Pie 10% 45% 45%

  11. Interview with Patrons • Question 6: What have been the best night life entertainment spots you have been to? Answers varied from: themed clubs, spring break, big venues like New York City, Las Vegas, Atlantic City

  12. Advertising South Beach determined: • USP: 3-in-1 is very unique but hard for Top Dog to convey this to customers. • Club features not clearly stated and should be improved upon within ads. • Stick to what works: gorilla marketing and mailers. • Don’t forget about those underagers! • Keep track of ads: what’s working? what’s not?

  13. Areas of Improvement • Imrovements based on interview with manager and with customers: • Keeping track of what works • Building loyal patrons • Reassesing advertising budget • Focus on specific target market

  14. Keeping Track of What Works • Keeping track of ads and sales promotions: • Create mailing station within establishment • Vouchers and coupons sent out to those who sign up • Collecting vouchers and coupons to prove their effectiveness • Specific ads for specific purposes • This will help to create and maintain loyal patrons

  15. Advertising Budget • Based on our interviews we concluded that newspaper ads have not been effective, thus we will put more advertising money into radio and flyers • Mailers and track of ads will also help to determine what percentage of budget should be used in what areas

  16. Focus on Specific Target Market • Top Dog attracts mostly college students • Interviews conclude that college nights are big nights • WE plan to target campuses other than UPenn and Drexel: Villanova, PCPS, Temple, St. Joe’s • This specific target market responds best to guerrila marketing

  17. Our New Ad Campaign • Frequent Visitor Card • “Countdown to Summer” theme nights starting with spring break bash • New Radio Commercial

  18. Frequent Visitor Card • Frequent Visitor Card • Patrons receive rewards for frequent visits to Top Dog

  19. Countdown to Summer • “Countdown to Summer” theme nights starting with spring break bash • Summer themed nights • Summer giveaways – trips, free passes, VIP Cards, etc.

  20. New Radio Commercial • New Radio Commercial • Most patrons that come to Top Dog hear these commercials • Very successful in past

  21. 36th and Chestnut Streets www.TopDogSportsBar.com DJ SMOOTH DJ SMOOTH Every Thursday Night Every Thursday Night Every Thursday Night Countdown to Summer Countdown to Summer www.TopDogSportsBar.com PHILADELPHIA 267-284-0316 FREE PARKING $1.00 Bottles 9 - Midnight DJ SMOOTH DJ SMOOTH 36th and Chestnut Streets

  22. THE END Any Questions?

More Related