Purnells Bistro Monday Madness - Coursework Example

Public Relations and Promotions Introduction Public Relations which is most commonly known as PR is the technique utilized by organizations for providing information to the public which includes stakeholders, employees, general public and customers. It comprises of creating positive image for the company, a person or an offering through the publicity. Moreover, the recent trend includes digital media as it is the fastest way of reaching the target market (Scott, 12). In this paper, a press release and promotional campaign for Purnell’s Bistro Monday Offer is presented to give a practical explanation of the techniques. .Press Release for Purnell’s Bistro Monday offer For Immediate Release Contact Person: Phone: E-Mail: Purnell’s Bistro Monday Madness Birmingham, UK – May 22, 2014 – Purnell’s Bistro which is among the exquisite bistro restaurant and cocktail bar has recently introduced the Purnell’s Bistro Monday Madness proposition. This deal is an addition to the special variety of offers available for the restaurant clients. Monday Madness can be availed in between May to December 2014 and anyone who wishes to get benefited from this option can either visit the venue located in Birmingham’s Square Mile or even book a table online. Only on Mondays, the customers can take advantage of this offering and it gives 50% discount on all the orders placed by them. There is an attractive menu list for the food lovers who want to have a fine dining experience and want to enjoy the finest quality food and drinks. The main idea behind the complete amenity is to give a unique option to the target audience for enjoying the home-made meals at reasonable price. In order to provide an excellent customer service, the bistro offers both online and on phone booking options to them so that they don’t have to get worried about finding a table for their dine-in. Moreover, there is a limit of ten covers per table so this point has to be considered before making a decision of visiting the facility. Monday Madness offer is only for Mondays so that people are looking forward for something exciting at the start of the week. Additionally, most of the diners have given positive response about the promotion and have found it to be a cost saving and value for money deal as they can have a pleasurable meal within their budget. One of the customers even showed appreciation by posting a comment “Monday Madness is definitely the best deal for the food lover who wants to enjoy an exotic course of meal at reasonable price. Moreover, it is worth spending money in such places which have an array of choices for the customers from low calorie to complete courses.” Furthermore, the bistro is always on the verge of introducing differentiated offers and attractive promotions for the customers so that they are excited about the new dishes and offerings. Even events can be organized which can have 150 guests and there is exclusive menu list for such occasions so that the organizers are given attractive discounts and even help them in curtailing their costs. Also, the facility is presenting a diverse array of promotional offers so that the relationship with the target audience is strengthened and the customer base becomes augmented skeptically. Purnell Bistro and Ginger’s Bar has been excelling in the hospitality industry for offering the customers an exclusive array of menu items from exotic starters to marvelous main meals. Also, there is an attractive range of drinks for the people so that they can quench their thirst and enjoy the entire course. This Monday Madness has been introduced in the market for presenting the customers with an attractive offer for visiting the place and trying out the innovative dishes created by a well-known chef Glynn Purnell. To find out more details about Purnell Bistro and attractive offers, visit the website http://www.purnellsbistro-gingers.com/ ### Three month promotional plan When designing the promotional plan for any brand, product or offering, it is imperative that an in-depth market study is undertaken (Phillips and Philip, 35). In addition to understanding the target audience, it is mandatory to gain information about the promotional tools which can be utilized for marketing the desired products and services (Theaker, 109). There has to be an alignment between the type of offering and market communication requirements so that the end results are successfully attained (Fill, 123). As the latest trend is of digital marketing, it is mandated by all existing companies to take account of the online tools for enhancing the presence on this virtual avenue (Gregory, 153). First month plan In order to promote Purnell’s Bistro Monday Madness offer, the bistro has decided that it will first create enthusiasm in the market by running a teaser advertisement. It is even mentioned by Kotler and Alexander that the best way of arousing consumer’s interest is to create a hype about an upcoming event (52). With such sort of activity, there will be curiosity in the market about the forthcoming happening. Before moving ahead with this technique, there will be patronage reward offers for the loyal customers so that they feel valued and they will be given special discounts on availing such offerings. As the effectiveness of the Monday Madness will be dependent on the level of novelty present in the market, it is expected that the advertising company of the restaurant will get the teaser advertisement designed by the end of May 2014. These ads will be published in the leading newspapers and magazines. There will be two advertisements; one will be about informing the customers that something unique and exciting is coming and other will be published in the following week informing about the attractive offering. Since the cost of these advertisements is high, it is expected that the total cost for this entire activity will be £500. In the same month, an online page will be created on the social networking sites like Facebook and Twitter so that a wide target market can be effectively reached. Moreover, there is a blogs section on Purnell’s Bistro website so the writers will be asked to write blogs about the unique offering. In addition to these initiatives, the bistro will make sure that it publishes the press release in all newspapers so that everyone around the city is made aware about the Monday Madness offer. Both of these activities have no costs associated with them so that they will be cost effective options for the restaurant. Second Month plan Once there is positive response to the teaser campaign, the next step will be to show appreciation to the customers who avail the offers presented to them. For instance, in the first two weeks of implementing the Monday Madness promotional tool, the consumers will be given complimentary drinks of their choices free of any charges. Additionally, they will be provided with a new dish for sampling purpose so that their feedback can be taken. Along with 50% discount on selected items, the bistro will consider giving coupons to those customers who place orders of more than £100 so that they can use them during their next visit. Simultaneously, the bistro is considering the option of adding healthy food line for diet conscious consumers as they want surety that there is specific list mentioned on the menu. For introducing this new line, two chefs will be hired who will make sure that the food is prepared with excellent and in healthy way. The cost of hiring such staff will be around £400 as they will be given at least this basic salary. In order to promote this unique offering, the advertisements will be placed in food and lifestyle related magazines which will cost around £200. In the advertisements, a celebrity will be hired and it is already agreed that Glynn Purnell will act as the spokesperson as he is recognized globally for being a marvelous chef. By endorsing about the latest product line, there is high probability that the customers will be induced to trying out these food items. Moreover, Monday Madness offer will be applicable on this innovative line so that people are willing to experiment with the unique offering. At the end of two month period, a contest will take place in which the winning family will be given an opportunity of doing £200 worth shopping at ZARA and Marks & Spencer. Additionally, the discussion forums will be initiated on the social networking sites so that there is one-to-one communication between the target audience and bistro. Third Month Plan Since organizations want to have direct interaction with the customers, open house sessions and entertainment events are promotional techniques used by them for having one-to-one communication (Theaker, 23). As Purnell Bistro is targeting both adults and children, it will arrange a seminar on healthy lifestyle with key sponsors such as Tesco, London Dairy, Marks & Spencer, ZARA and others. It is estimated that the bistro will have to allocate £500 for this occasion. Such kind of happenings allow the brands to leave long lasting impressions on the customer’s mind. Moreover, Purnell Bistro will make sure that the event takes place on Monday so that its Monday Madness offer can be availed by the participants. In addition to the seminar, in this month, the bistro will announce a contest for those customers who will dine-in on Mondays to use the Monday Madness offer. The winner which can be an individual will be given two tickets for a holiday package of five days in Ireland. This promotion will be run throughout the month so that entrees on Mondays can be included in the contest. For this offering, a travel agency will be contacted and it will be responsible for organizing the entire trip. It is expected that there will be no expense for the bistro as all sales made during the period on Mondays will be sufficient to pay for the trip cost. Furthermore, the bistro will initiate the reward program in this month which means that the first time customers availing Monday Madness offer will be given 50% discount and their reward package will get started. During their next visit on Monday, they will be given 55% discount and points will be recorded. When there will be total 10 points, then they will be given 65% discount and this will be the maximum limit for every reward card owner. Thus, with such attractive and appealing promotional offers, Purnell’s Bistro will be able to create positive brand image. Even the bistro will be able to penetrate deeply in the market by exceeding the expectations of customers. Hence, the promotional plan and press release will provide an opportunity to the bistro to accelerate its performance in the restaurant industry. Works Cited Fill, Chris. Essentials of Marketing Communications. USA: Prentice Hall, 2011. Print. Gregory, Anne. Planning and managing Public Relations Campaigns: A Strategic Approach (PR in Practice). London: Kogan Page, 2010. Print. Kotler, Philip and Alexander Chernev. Strategic Marketing Management. USA: Cerebellum Press, 2012. Print. Phillips, David and Philip Young. Online Public Relations: A practical guide to developing an online strategy in the world of social media. London: Kogan Page, 2009. Print. Scott, David Meerman. The new rules of Marketing & PR: How to use social media, online video, mobile applications, blogs, news releases and viral marketing to reach buyers directly. USA: John Wiley & Sons, 2012. Print. Theaker, Alison. The Public Relations Handbook (Media Practice). London: Taylor & Francis Ltd., 2011. Print. Read More