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

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

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

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

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

Interview with Patrons Question 1: What time of day did you or do you go to Top Dog? 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 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. Overall responses regarding the level of customer service was satisfactory. Many went for drinks, music, and dancing at night. Many went for drinks, music, and dancing at night.

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

Interview with Patrons Question 3: Did Sales Promotion encourage you to go to Top Dog? Question 3: Did Sales Promotion encourage you to go to Top Dog?

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

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

Question 6: What have been the best night life entertainment spots you have been to? 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 Interview with Patrons

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

 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 Areas of Improvement

 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 Keeping Track of What Works

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

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

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

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

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

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

Every Thursday Night Countdown to Summer DJ SMOOTH $1.00 Bottles 9 - Midnight FREE PARKING 36 th and Chestnut Streets PHILADELPHIA

THE END Any Questions?