Advertising Plan: E &E Diner - Case Study Example

Advertising Plan: E &E Diner Introduction The present paper details an advertising campaign for a new a diner in Buchanan Street near Buchanan Galleries. The paper provides a brief explanation of the name and logo of the new restaurant named E & E Diner. The overall advertising plan has been divided into three parts; the teaser campaign, the main campaign and the knock-out punch. A modest attempt is made to choose the media for the advertising campaign. Explanation of the Name and Logo E&E Diner is the short form of ‘Economical and Ebullient Diner’. The restaurant will use E&E Diner in all its communications (Appendix 1 depicts the logo of the E& E Diner). The website, advertisements and all promotional material will highlight the acronym version of the name. The short form rhymes and is easy to remember. The words Economical and Ebullient represent the value proposition of the diner. This diner is a cheerful place where consumers can enjoy high quality food and beverages at reasonable prices. FCB Grid The consumers visiting E&E Diner will be high on ‘feeling’ and low on ‘involvement so far as the FCB is concerned. People who visit fast food restaurants also follow this pattern (Mortimer, 2002). This means that the target audience of E&E Diner will fall in the fourth quadrant of the FCB grid. They will adopt the ‘Do-Feel-Learn’ pattern and seek self-satisfaction. The important implication of the FCB grid is that the E&E Diner advertisement has to stand out and catch the attention of the target market. Do-Feel-Learn Once the initial trail is induced and the consumers visit E&E Diner, the high quality food coupled with good consumer experience will induce repeat visits. When the satisfied consumers talk highly of the E&E Diner, it will spread a positive word of mouth and encourage more people to visit the restaurant. Over a period of time, E&E Diner will have its set of loyal customers that will provide a consistent stream of revenue. The Message Strategy The message strategy is also known as advertising appeal (Mortimer, 2008). The E&E Diner advertising campaign will adopt an ‘emotional’ appeal rather than the ‘rational’ appeal. The emotional appeal will make sense because according to the FCB grid, the service in question is arousing the ‘feeling’ component rather than the ‘thinking/cognitive’ component. The emotional appeal has been successfully used in brands that are linked with an enjoyable experience (Mortimer, 2008). The gamut of emotional appeals is pretty large. These include fear appeal, sex appeal, pleasant appeal, romance appeal and moral appeal. The E&E Diner’s advertisement will use the romance appeal given the fact that the target market is 18 to 30 year old, males and females. The appeal would be well liked by students as well as the employed people in this demographic profile. The interior of the E&E Diner will be done up with black and white floor tiles. The floor will resemble the black and white dancing floor which was immensely popular in the 1950s. In UK, black color is linked to authority while white color is linked to purity (Aslam, 2006). The chess board type design will thus not only look elegant but would also link the aforesaid attributes of the colors to the restaurant. The consumers do not look at the colors in vacuum. They tend to relate the colors with the product/service being offered (Grossman and Wisenblit, 1999). It is for this reason that black and white, the generally acceptable colors are being used on the flooring of E&E Diner. The seats at the E&E Diner will be in red color which is associated with love in the U.S. (Appendix 2 is illustrative of the inside décor of E&E Diner). Visual imagery increases the impact of marketing communications (Branthwaite, 2002). All the advertisements used in the E & E Diner’s campaign will use imagery along with the text to create a bigger impression in the minds of the consumers. The Media There is a vast array of media choices to put across the message to the consumers (Rogers, 1995). The television, print and radio are the traditional modes of advertising. A lot of advertising is also done through direct mail, display, transit, trade shows, advertising specialties outdoor and throwaways (Rogers, 1995). To expose the target market to the E&E Diner’s advertisement repetitively, the following media will be used; newspapers (free-standing inserts), outdoor (billboards and painted buildings), point-of-purchase (flipcharts, signage, banners and hand-outs) and throwaways (doorknob hangers and flyers) One-Sided or Two-Sided Messages The E& E Diner’s advertisement will be one sided. Since the restaurant is to be launched, it is advisable to reveal the positive attributes to the prospective consumers. Only those companies that have existing satisfied consumers should contemplate two-sided advertisement. There is evidence to suggest that negative effects emerge from the use of two-sided messages (Belch, 1983). The E&E Diner’s advertising campaign will therefore steer clear of two-sided messages. The Objective Eating out has become pretty popular in UK. People throng the mass-market restaurants. Likewise, there is no dearth of customers at niche restaurants for example ethnic cuisine restaurants (Olsen, Warde and Martens, 2000). The objective of the advertising plan of E&E Diner is to have a full house during the opening weekend. The Advertising Plan Consumers are bombarded with umpteen messages every day. As a result they pay little attention or are generally indifferent towards advertisements (Rogers, 1995). The advertiser needs to ensure that his brand does not become part of the clutter. The Teaser Campaign Keeping this in mind, the E&E Diner’s campaign will start on Thursday, June 18, 2015; more than two weeks before the opening of the restaurant. On June 18, 2015, a teaser campaign will be launched. The headline ‘Guess what’s up on the 4th of July?’ with the sub-heading ‘Block that date in your diary’ will be displayed on the Mobile Billboard (Triangle). The teaser campaign will last for two days and create a buzz in Buchanan Street. United States celebrates the adoption of the Declaration of Independence on July 4 (Usa.gov, 2015). Therefore there is a possibility that the locals will link the teaser with the Independence Day celebration. While this may not be the case in reality, the idea is to get the people talking. If rumor mills work over-time, it will add to the effectiveness of the campaign. Thereafter, the cat will be let out of the bag and the launch of E&E Diner will be divulged. The Main Campaign The town will be flooded with leaflets and inserts in newspapers carrying the E&E Diner’s advertisement. The free-standing inserts will be given in the newspaper thrice during the run up period to the opening of the restaurant. The newspaper will reach every nook and corner of the city and create awareness about E&E Diner. The cost of printing, distribution and other logistics is estimated to be £300. The University Screen will flash the advertisement for full 2 weeks. This will expose the advertisements to the university students, a key target market for the restaurant. To attract this segment, a full page advertisement will be inserted in various students’ magazines. The I-On Mag carries a separate section on Food & Drink (Ionmagazine.co.uk, 2015). A full page advertisement will be given in the I-On Mag to reach the food aficionados. A full page advertisement will also be given in the Herald on Sunday (Supplement) highlighting the party at the E& E Diner. This advertisement will feature on July 5, 2015 in the Sunday Herald so that readers are motivated to visit the restaurant on the same day. The main platform Buchst, Partick and Hillhead will also be done up with the signage of the restaurant for a week so that people using the subway become aware of E&E Diner. To provide impetus to the outdoor campaign, advisements will be put on Buchanan St Bus Station. A massive billboard will also be used for the campaign. The advertisement will be specifically displayed in the Royal Concert Hall. Likewise, six illuminated sheets will be displayed in four more cinemas for a two week period. The main campaign will be supported by a small 60 second radio advertisement. The radio advertisement will feature the voice of Emily Blunt, the actress well known for her role in Edge of tomorrow (Ryan, 2014). Roping in a celebrity lends credibility to the advertisements (Ballentine, 2006). The entire advertising campaign of E&E Diner will thus benefit due to the celebrity endorsement. . The Knock-Out Punch The campaign will end with a different advertisement that highlights the promotional offer of the free second drink for the consumers. The signage will change at all the billboards, cinema screens etc that were used for the main campaign. The last advertisement will be dispatched as free standing inserts on three consecutive days; July 3, 2015 through July 5, 2015. In addition to this, the Mobile Billboard (Triangle) which was used for the teaser campaign will be pressed into action again. Needless to say, this time, the latest advertisement will feature on it and for a period of four days. The same advertisement will also be printed in The Herald on Sunday (Supplement). Budget and Calendar of E&E Diner’s Advertising Plan The budget and calendar of the E&E Diner’s advertising plan is depicted in the table below. Particulars Timing Per Unit Cost Total Cost Mobile Billboard (Triangle) Start Date: June 18, 2015; Duration: 2 Days £350 per day £700 Mobile Billboard (Triangle) Start Date: July 2, 2015; Duration: 4 Days £350 per day £1400 Free Standing Inserts (Main Campaign) Start Date: June 21, 2015 to July 1, 2005: Duration: 3 Times £200 per occasion £600 Free Standing Inserts Start Date: July 3, 2015: Duration: 3 Times £200 per occasion £600 University Screen Start Date: June 20, 2015; Duration: 2 Weeks £250 for 2 weeks £250 2x 6 Sheet Main Platform Buchst, Partick and Hillhead Start Date: June 20, 2015; Duration: 1 Week £1650 per week £1650 Billboard 96 sheet Start Date: June 20, 2015; Duration: 2 Weeks £1,500 for two weeks £1,500 City Screen e.g Royal Concert Hall Start Date: June 20, 2015; Duration: 2 Weeks £500 per week £1000 Buchanan St Bus Station Start Date: June 20, 2015; Duration: 2 Weeks £180 for two weeks £180 Students Magazines Four Magazines published between June 20, 2015 and June 30, 2015 £450 per magazine (full page) £ 1800 6 Illuminated Sheets Start Date: June 20, 2015 to July 5, 2015 £250 per week/cinema £2000 I-On Mag June 30, 2015 £1200 full page colour £1200 Herald on Sunday (Supplement) June 28, 2015 £900 full page £900 Herald on Sunday (Supplement) July 5, 2015 £900 full page £900 The aforesaid budget does not include the cost of sales promotion (free second drink for the customers) and the radio campaign. Conclusion The E&E Diner’s advertising plan is pretty comprehensive. Various media like radio, print and outdoor have been used to ensure that advertisements reach the target market. The message strategy too will create the magnetic pull on the consumers. Appendix 1 (Name and Logo) Appendix 2 (Inside View) Appendix 3 (The Teaser Campaign) Appendix 4 (The Main Campaign) Appendix 5 (The Knock-Out Punch) References Aslam, M. (2006). Are You Selling the Right Colour? A Cross‐cultural Review of Colour as a Marketing Cue. Journal of Marketing Communications, 12(1), pp.15-30. Ballentine, A.J. (2006). Measuring organizational sponsorship credibility: The application of source credibility theory in determining the most effective advocacy advertisement sponsor. University of Florida. Belch, G. (1983). The Effects of Message Modality on One- and Two-Sided Advertising Messages.Advances in Consumer Research, 10, pp.21-26. Branthwaite, A. 2002, "Investigating the power of imagery in marketing communication: Evidence-based techniques", Qualitative Market Research, vol. 5, no. 3, pp. 164-171. Grossman, R. and Wisenblit, J. (1999). What we know about consumers’ color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), pp.78-88. Ionmagazine.co.uk, (2015). i-on magazine: Food & Drink. [online] Available at: http://www.ionmagazine.co.uk/edinburgh/food-and-drink/ [Accessed 21 Mar. 2015]. Mortimer, K. (2002). Integrating advertising theories with conceptual models of services advertising. Journal of Services Marketing, 16(5), pp.460-468. Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22(2), pp.104-113. Olsen, W., Warde, A. and Martens, L. (2000). Social differentiation and the market for eating out in the UK. International Journal of Hospitality Management, 19, pp.173-190. Rogers, S. (1995). How to create advertising that works. Journal of Business & Industrial Marketing, 10(2), pp.20-33. Usa.gov, (2015). Fourth of July Is Independence Day | USA.gov. [online] Available at: http://www.usa.gov/Topics/Independence-Day.shtml [Accessed 20 Mar. 2015]. Read More