In order for us to obtain our goal of increasing the profit by 3% in a 12 month period we needed to come up with who, what, how, and why we are going to get this goal accomplished. There are four different major categories of people that we are going to try and target. The first are the local sports families. The second are the typical sports fanatic. The third are the College Students. And the fourth are the traffic goers on route 24.
Our slogan at the time is "ALL THE ESSENTIALS". But in order for us to reach different types of target market we need to add maybe another phrase after our slogan. For instance tagging on the phrase "Food, Fun, Beverages and your favorite sports" for the sports families and college students. But for the older group of sports fanatics and people who are looking for a cold one with the boys or with the gals, tagging on the phrase "Wings, Beer, and your favorite sports". We will use these different phrases with the places that we are going to advertise to these specific targets, which we will get to next.
The first type of media we are going to use is event sponsorship to reach to sports fanatics and older men and women. Year around there are bowling leagues and softball leagues and soccer leagues that need to have team sponsors in order to pay for their equipment. This would be a perfect way to get our logo on a jersey and to promote coming to hang out after the game. I know that if I was sponsored by Buffalo Wild Wings that me and the boys would head to our sponsors place after the game. My personal favorite that we are going to do is our support media outdoor signage on route 24 targeting the flowing traffic coming from Fort Wayne, IN and Toledo, OH. There are going to be ten signs involved, five coming from either direction. One sign will be placed at the 69-24 loop and the other placed at the 75-24 loop just stating the Buffalo Wild Wings logo and promotion for Defiance, OH. Then when you are a mile out from...
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