Premium Vodka and Lounge Experience
Prepared By
Aubrey Belford Scott Ledford Haleigh Hoff Shane Murphy 1
Sec$on
Page
Situa/on Overview and Analysis Audience Compe//on and Industry Posi/oning Strategies and Tac/cs
4 6 8 10 11
Adver/sing
20
• Customer Rela/onship Management • Promo/ons • Social Media • Public Rela/ons • Adver/sing Crea/ve • Objec/ves
Media Calendar Budget Evalua/on Conclusion
12 13 14 15 21 24
26 30 31 32 2
3
In a city known for college bars and breweries, it’s easy to feel that unique, upscale op:ons are limited. Jewel seeks to enhance the downtown scene by providing a crisp flavored vodka experience in a cosmopolitan social seAng.
4
Strengths • We will be the first vodka of Reno. • Our vodka’s purity and variety of flavors is unparalleled. • The near-‐river loca/on is easy to access and near other local hot spots. • Jewel offers an elegant alterna/ve to the downtown bar scene. Weaknesses • Our emphasis on vodka may deter poten/al customers who prefer other alcoholic drinks. • Lack of ini/al understanding may make it difficult to differen/ate Jewel from local bars and clubs. Opportuni$es • Lack of other upscale venues allows Jewel to be a unique experience. • Our audience may not want to socialize with younger drinkers, who tend to gather in bars downtown. Threats • Reno’s more gri[y reputa/on may threaten the sophis/cated image that we seek. • Several downtown bars with a well-‐established image and loyal clientele. • Younger, rowdier downtown dwellers may become a[racted to the lounge area. 5
Our target audience is women aged 23-‐35. Women this age are more likely to drink flavored vodkas over any other type of spirit. Our secondary audience is men of the same age range. Men’s palates change over /me, but many drink vodka when it is available. 6
– 49% of Reno’s popula/on is female – 31.5% of those women are within our target age group – The University of Lancaster released a study finding that educated and professional women were more likely to be drinkers than man. – Conversa/ons with women in our target audience affirms that our target looks for a classier, more sophis/cated experience with friends and loved ones. – According to Gallup 81% of people making more than 75k per year drink, and 79% of those are college graduates. – These women look for somewhere that they can go with a small group of close friends once or twice a week to enjoy a more mature and upscale experience.
7
• Direct Compe/tors – Three Olive, Pinnacle, Smirnoff, Svedka, Absolut, Sapphire, Lincoln Lounge, Edge, Bubinga, Chocolate Bar, St. James Infirmary, Imperial.
• Who are our indirect compe/tors? – The Li[le Waldorf Saloon, The Corkscroo, Freight House District. 8
• •
Vodka sales are on the rise. Smirnoff posted a 7% sales increase – 310 Million 750mL bo[les
• Absolut sales rose 15% • Three Olives seen as the up and coming “Ultra-‐premium” flavored vodkas. – One of the most popular flavored vodkas on the market.
•
Vodka is a versa/le spirit both low and high quality – Smirnoff and Pinnacle are both 3 /mes dis/lled • •
This translates in to a harsher tas/ng vodka Both are on the lower price spectrum, ranging from $7.99-‐9.99(750mL) to $14.99-‐16.99(1.75L)
– Three Olives is dis/lled and filtered 4 /mes • •
•
Much smoother flavor Prices range from $10.99(750mL) to $18.99(1.75L)
Vodka market is strong in Reno
– Vodka averages 58.7% of all spirits sales
•
Steady amount of sales
– Market rarely dips – Vodka market is not affected by seasons – Local bars have done a $10 special •
Pay $10, get vodka drinks for free from 8pm-‐10pm
– Universal clientele. – Depending on the event, vodka can suit any occasion
9
“We are the vodka that blends flavor with sophis:ca:on.”
10
We will promote Jewel as Reno’s premier vodka and lounge experience through a myriad of methods, with increased emphasis on online and entertainment publica/on marke/ng.
These efforts should promote awareness and curiosity for poten/al customers and reinforce the choices of current customers. Sales promo/ons and exclusive membership to our Diamond Club will be used to foster our rela/onship with returning Jewel customers and encourage them to become advocates of the brand by invi/ng others to accompany them on future visits. Online outlets such as Facebook and the Jewel website will act as the primary medium for special offers, promo/ons, events, and online customer interac/on. These outlets will be integrated and feature links to each other so that guests may easily interact with our various online plalorms. Printed adver/sements in local publica/ons will be used to promote the brand itself and direct viewers to the online outlets for further informa/on. Comment cards offering a voucher for 50% off a customer’s next drink will be a primary source of feedback for us. On these, customers will fill out informa/on regarding where and how they found out about the different aspects of Jewel (vodka, dis/llery, lounge, specials, events, etc). 11
• Our goal: We want to encourage loyalty between our customers and brand through displays of apprecia/on. • How we’ll do it: Customers who sign up for the Diamond Club will receive special offers and access to our VIP ameni/es and events on a weekly basis. • Objec/ve: We would like to accept 30 Diamond Club members in our first ac/ve month, and at least 200 total by the end of the fiscal year (June 2013). • Evalua/on: We will keep track weekly, monthly, and yearly track of how many members we have enrolled in our Diamond Club. 12
• Our goal: Expand the Jewel customer base by encouraging customers to bring friends along on their next visit. We want to promote Jewel as a social drink, as well as fill our venue. • How we’ll do it: Virtual coupons will be e-‐mailed to Diamond Club members at least every two months that allows customers to receive a 5% discount for each friend that they bring, up to four friends. • Objec/ve: We want our vodka to be enjoyed by groups of 4-‐5 people, on average. • Evalua/on: Hostesses and bartenders will note the coupon code and discount amount on a receipt. 13
• Our goal: We want to appeal and give back to our target audience, as well as increase a[endance on weekdays. • How we’ll do it: Every Monday-‐Thursday night, ladies receive a voucher for one free drink, redeemable between 8-‐10pm. • Objec/ve: To serve at least 30 women during redeemable hours each weeknight. • Evalua/on: We will count the number of vouchers redeemed at the end of the night.
14
• Our goal: We want to encourage trust between our customers and brand through transparency and online interac/on. • How we’ll do it: Jewel will foster a dialogue between customers and the brand by responding to Jewel-‐related comments, posts, and tags on a daily basis. • Objec/ve: We will respond to at least 70% of this content per week. • Evalua/on: On a weekly basis, we will compare the amount of Jewel-‐related content on Facebook to the number of comments we post. 15
16
17
• Our goal: We want to increase awareness of our special events and promo/ons by expanding our outreach through community calendars. • How we’ll do it: We will build a rela/onship with and submit our monthly events to local event calendars and mobile apps, such as Dibbs. • Objec/ve: We would like 10% of our guests to find out about our events through these calendars. • Evalua/on: The aforemen/oned comment card will include event calendars as an area of promo/on. We will then count the number of responses. 18
• Our goal: We want to increase awareness of our brand through involvement in alcohol-‐related community events. • How we’ll do it: We will sponsor or par/cipate in events and fes/vals such as wine walks, beer crawls, and Artown. • Objec/ve: We would like to have a presence at at least 10 Reno events per year (see calendar for exact dates and events). • Evalua/on: We will count how many events we have either sponsored or par/cipated in by hos/ng related drink specials, etc. 19
•
Our goal: Create awareness and interest in the Jewel brand for non-‐users through media involvement and efficient integra/on of our marke/ng components. We also want to reinforce our posi/on as a sophis/cated vodka.
•
How we’ll do it: Our Facebook and online ads will link directly to the
company website. The company website will also provide links to special offers, the Jewel Facebook page and any published ar/cles or event calendars that men/on Jewel. The Facebook page will also link to our special offers, the website, ar/cles, and calendars. – We will adver/se through various online outlets, as well as in local entertainment and event websites and publica/ons. – –
In Print: Reno Tahoe Tonight, Sagebrush, Reno Gaze[e Journal, Reno News & Review Online/Mobile: Sidebar/banner ads on Facebook, RGJ’s Metromix, Yelp, Smart Phone Apps
•
Objec/ve: We want 40% of first-‐/me visitors to find us through these promo/onal means.
•
Evalua/on: To redeem a voucher for 50% off their next drink, guests may fill out a comment card that asks how they ini/ally heard about Jewel. We will then count the responses in each area or promo/on. 20
This ad would run for the first 2 quarters of our calendar. This will be the first adver/sement people would see, no/cing our clean, sophis/cated style.
21
These adver/sements would run on website sidebars and Facebook throughout our first 2 quarters of being open to give people an idea of our style. 22
The company website will feature easy-‐to-‐navigate pages with informa/on regarding dis/llery and lounge hours of opera/on, menus, special offers, pricing, Diamond Club access, and social media links.
23
The Jewel Facebook page will be used to adver/se upcoming events and specials, as well as foster the rela/onship that we have with customers. On the page, we will frequently respond to user comments and post drink recipes featuring Jewel vodka.
24
Monthly Averages • • • • • •
Website hits: 500 unique visitors Banner ad click through rate: 0.5% Social Media response rate*: 70% Facebook “likes”: 200 Coupon redemp/on: 30% Special event a[endance: 250 (per night)
*This refers to the percentage of Jewel-‐related content on Facebook that we reply to or “like”
25
26
27
28
29
10%
10%
25% 35%
10% Crea/ve Produc/on 35% Media Buys 20% Special Events (In-‐house) 25% Specials/Giveaways 10% Sponsorships
20%
30
Customer feedback will be our primary method of determining whether we have succeeded in our methods. Comment cards, reviews, and social media feedback will all be used in this evalua/on.
Overall profits will also let us know how well our adver/sing efforts have worked, especially during special events. In addi/on, each tac/c has its own method of evalua/ng success, which we will always take into considera/on when preparing for the years to come. 31
Our integrated marke:ng communica:ons plan not only reaches our target audience, but promotes loyalty among customers. All of our tac:cs work together to showcase Jewel as the premier vodka and lounge experience for Reno socialites.
32