End to End Experience - student project

Teenagers & Restaurants END TO END EXPERIENCE presented by Dave Aquino

“I didn't ﬁt in, in high school and I felt like a freak...so I like to create this atmosphere for my fans where they feel like they have a freak in me to hang out with and they don't feel alone.” —Lady GaGa in an interview at the Ellen DeGeneres Show, November 25, 2009

Who are Teenagers?

Who are Teenagers? • Aged 13-18 years of age • Attend middle and high school • Going through physical and psychological changes

Who are Teenagers? • Watch a lot of television • High users of the internet • 84% own at least 1 media device • Increase in listening to music • In uenced by style, clothing, trends

So What?

So What? • Multi-billion dollar market • High in uence on each other • Emerging adolescent = emerging consumer

The Problem

How does Red Robin attract an ongoing level of teenage customers?

The Strategy

The Strategy • Create the ideal experience, from the restaurant to the internet • Grow a database of teenage customers • Promote the Red Robin brand through future e-mail campaigns • In uence

Opportunities

Opportunities • Internet • Media Devices • Music • Trends

Deliverable

Deliverable • Off-line marketing piece • The Cluck Card, $5 i-Tunes offer • PURPOSE: drive teenagers to micro-site • Micro-site • The Cluck Lab • PURPOSE: obtain e-mail addresses

End to End Flow

decides with friends birthday or group dinner discusses restaurants hears about restaurant about choice of is coming up with friends restaurant dropped off by parents, takes bus, or walks to restaurant meets up with group of friends at restaurant large group waits to be The Cluck Lab The Cluck Card seated, eat, enjoy seated

The Cluck Card

Cluck Card in holder

Front of card

Back of card

The Cluck card • Theme tied to music • Modest, clean, and playful • Tactile • Minimal reading • Simple instructions • Brand is carried through

The Cluck Lab

The Cluck Lab • Theme tied to music • Modest, clean, and fun • Large buttons and shapes • Minimal reading • Easy to use • Brand is carried through

Summary

Summary TEENAGERS RED ROBIN Internet THE IDEAL E-mail campaigns EXPERIENCE Media Devices Grow database Music In uence attract an ongoing level of teenage customers

Questions?

Thank you.

End to End Experience - student project

by Dave Aquino on Jun 01, 2010

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