Advantage Nashville then used this information to develop conclusions and build a marketing + sales strategy for CLIENT X. This strategy developed a plan for execution for: group sales, advertising, partnerships, marketing systems and operational processes. Work with me! samantha@advantagenashville.com

1. Example report: CLIENT X
Data analysis, profile + next steps
2019

2. About this deck
The following slides galvanized data from these sources:
➢ Google Analytics
➢ Website Analytics
➢ Mailchimp
➢ Social Media analytics
➢ Yelp
➢ TripAdvisor
➢ Survey #1: July 2019
➢ Survey #2: November 2019
Advantage Nashville then used this information to develop conclusions and build a marketing +
sales strategy for CLIENT X. This strategy developed a plan for execution for: group sales,
advertising, partnerships, marketing systems and operational processes.
All information is dated 2019.

3. The following slides develop a profile of who the CLIENT X
customer is. This information was then used to broaden scope,
develop new branding + content and inform partnerships and
advertising.
PART 1: THE CUSTOMER

4. ABOUT THE CUSTOMER
GENDER
WEBSITE
● 51.1% Female
● 48.99% Female
SOCIAL
● Facebook
○ 68% Female
○ 31% Male
● Instagram
○ 67% Female
○ 33% Male
Branding
This data is in line with CLIENT X’S initial launch to move away
from a more masculine feel in order to appeal to its female
audience. Both genders are nearly even, so continuing to create
branding and programming that appeals to both men and women is
important.
Given how evenly the audience divide is, we can also assume that
appealing to couples out for a night on the town is a good source of
traffic to the restaurant. This information can inform programming
and menu decisions.

5. LOCATION of the customer
A vast majority of CLIENT X’S customers responded that they live in the Nashville area

6. LOCATION of the Nashville customer
#1: East Nashville
#2: Green Hills
#3: Franklin

7. ABOUT THE CUSTOMER
LOCATION - by city
1. Nashville
2. Franklin
3. Brentwood
4. Hendersonville
5. Mt. Juliet
6. Memphis
7. Murfreesboro
8. Clarksville
9. Smyrna
10. Antioch
Audience location
CLIENT X is bringing in customers
from neighborhoods typically
categorized as affluent and
family-oriented. As the next phase
of branding is created, it should
reflect a vibe that attracts a broader
diversity of people to the location,
aligning with the many venues and
cultural landmarks that populate
Downtown alongside the tourist
attractions.
LOCATION- Nashville neighborhoods
1. East Nashville
2. Green Hills
3. Germantown
4. 12 South
5. Downtown Nashville
6. Belle Meade
7. Bellevue
8. (Tied)
a. Charlotte Ave
b. Crieve Hall
c. Hillsboro Village
➢ OpenTable reported that 64% of diners were local vs. 36% out-of-towners
*data reported is from July 1-29

8. DEMOGRAPHICS
Top 3 AGE RANGES
Main: 25-34
● 39.83% of all overall traffic
Secondary: 35-44
● 20.68%
Third largest: 45-54
● 15.76%
The main age range of CLIENT X’S customer is 25-44. The third
largest demographic skews older than Seed Hospitality’s other
brand, Two Ten Jack. CLIENT X’s branding does need to maintain
appeal to the shared demographics (25-44) with a slightly more
mature appeal. This older audience is likely due to a higher amount
of business and corporate customers. Sales and marketing assets
for corporate functions should convey the sense of lively fun
provided in the space while still maintaining the integrity of a
professional function.
In short, incorporating anime and sake bombs won’t drive the
business and leaning on Happy Hour for regular customers may not
encourage CLIENT X’S customers.

9. INTERESTS
Interests can be used for targeting when using online advertising and a general outline of who the customer is
● Business Professionals
● Fitness Buffs
● Travel
● Banking and Finance
● Movie Lovers
The inclusion of the Fitness Buff as the second biggest interest of the CLIENT X customer shows that customers are
finding the concept amenable to people that are mindful of their eating habits. We can assume that dietary restrictions and
menu compliance likely contributes to the appeal.
The inclusion of interest in Business Professional, Travel and Banking/Finance speaks volumes to both the maturity and
habits of the CLIENT X customer. It is likely that a lot of the traffic to CLIENT X’s site is currently from the Nashville Traveler
or Tourist, doing research on where they will eat while in town. Branding, sales and the online environment should cater to
making the reason to dine with CLIENT X is easy. Availability of information about corporate events will also likely help drive
more conversion from the site. Conveying the ease, fun and versatility of the food and space becomes a higher priority.

10. ONLINE BEHAVIOR
DEVICE - what are the customers using to log on?
● Mobile: 62.39% of users
● Desktop/Laptop: 34.02%
● Tablet: 3.59%
In keeping with current usage trends, mobile once again takes the top spot on how customers are finding
CLIENT X. Mobile optimization has become standard practice and the ease of booking via OpenTable will
likely contribute to an overall increase in mobile traffic.

11. ONLINE BEHAVIOR - let’s get social
SOCIAL TRAFFIC
Social referral: 6.4% of total traffic to www.twotenjack.com
Top platforms
➢ Yelp: 70.59% of referral traffic via socials
➢ Instagram: 20.59%
➢ Facebook: 8.09%
➢ TripAdvisor: 0.74%
A few thoughts on this:
● Yelp: the workhorse of the social media. CLIENT X has the opportunity to host the Elite Member Yelp Event for
August, which is in line with the trends we see here and should be successful. Management should try to engage
the customer via Yelp and reach out / respond to those on the good or bad ends of the spectrum.
● We know that the CLIENT X customer is more mature and professional. Given the location and corporate audience,
we can assume there is a lot of potential for traveler business. Claiming the TripAdvisor profile and utilizing the
platform more may drive some business (but this is not priority). “Bookers” are likely using TripAdviser in their
research.

12. CONCLUSION #1: UPDATES TO THE BRAND
The research told us that CLIENT X had a brand problem. Their clientele skewed towards the
40+ age range of affluent folks with little-to-no regular clientele. In order to create sustainable
growth, CLIENT X had to shake off some of the stodgy branding and move from special
occasion dining to somewhere fun and trendy, where people want to hang before heading out
for a night in Downtown Nashville.
Updates to the brand included:
➢ A new website
➢ Updated content
➢ Easier to understand, newly formatted menus
➢ New programming + events
➢ New partnerships
➢ Media: advertising + partners
➢ Invitations to local businesses for site visits + tastings

13. Less of this
More of this
THE BRAND

14. The goal for CLIENT X audience is not to dissuade the audience that is already
interested in the restaurant. It is to encourage the people that are turned off by the
idea of upscale fine dining and instead, bring them in and give them a delicious,
fun, vibrant experience that makes them want to 1) return 2) with their friends,
colleagues and family.

15. APPLYING use this information
CLIENT X has already begun to discuss a branding pivot and sales initiatives with various partners and
vendors. Here is a list of top priorities:
➢ Agree on branding statement
➢ Update website to reflect new branding direction
➢ Is the site catering to the audience needs?
○ Events
○ Private Dining
○ Menus
➢ Create sales environment for Private and Event Dining
○ Update Sales workflow
○ Create Special Event Menus
➢ Potentially: update music programming
➢ Update photography
➢ Ensure new branding vibe translates to social media
Local Businesses:
➢ Holiday Party (information and
packages) for both private areas
should launch by mid-August
➢ Continue hosting local professional
networking groups

16. Part 2: THE EXPERIENCE
The following slides outline the direct feedback from customers about their
experience at CLIENT X. We then used this information to inform and launch a
group dining program, develop the messaging and approach to new vendors and
this information was utilized by the back of the house.

17. Question 1
When is the last time you dined at CLIENT X?
➢ 50.8% of respondents selected In the first half of 2019
➢ 22.2% responded Last Month
➢ 11.9% responded In the last 10 days
➢ 10.3% responded In 2018
➢ 4.9% responded This Month
This question was intended to gage dining regularity. More than half of the people that responded haven’t
been back since the first half of 2019. Since 99% of respondents are local, we need to continue to
encourage repeat business and continue to move away from the elegant sheen of former branding, which
leads to only special occasion dining.
We know that people come downtown for events and these numbers indicate that those coming
downtown are not making CLIENT X a part of their regular Downtown Routine.

18. How many times have you visited CLIENT X?

19. MEAL breakdown

20. The customers that have been in 1-2 times hold the most potential to bring in
again. Using the feedback we received via this survey, CLIENT X can use this
information to engage, potentially with updated messaging, new menu items,
pricing, parking options and other incentive to come back in.
>>>Data breakdown<<<
ONE TIME CUSTOMERS
48.5% of total responses
Of these customers:
➢ 53% plan to return by the end
of the year
➢ 21% plan to return within the
next month or so
➢ 7% plan to return in the next
few weeks
TWO TIME CUSTOMERS
23.8% of total responses
Of these customers:
➢ 17.9% plan to return by the
end of the year
➢ 16% plan to return within the
next month or so
➢ 9% plan to return in the next
few weeks
1-2 TIME CUSTOMER SUMMATION
72% of total responses
Of these customers:
➢ 47% plan to return by the end
of the year
➢ 37.5% plan to return within the
next month or so
➢ 11% plan to return in the next
few weeks
THIS + THIS = THIS

21. CONTRIBUTING to non-return customers
The feedback on the customer’s plans to return to CLIENT X varied.
Here are some points of interest:
➢ 16 people mentioned their hesitancy to come downtown
○ 5 other people mentioned the “location”
➢ 18 people mentioned the terms “expensive” “price” or “pricey” in their feedback
➢ 13 people mentioned the come to CLIENT X for a “special occasion”
➢ 5 people mentioned the term “date night” in their response
➢ 3 people mentioned “Two Ten Jack” (and how much they love it)

22. Question 2
What stood out about your experience at CLIENT X?
➢ 46.8% responded A Specific Dish
➢ 23.1% selected The Space/Decor
➢ 11.6% said The Service
➢ 4.9% liked The Cocktail List
➢ 4.6% selected The Sake List
We now know what people respond to the most when they leave CLIENT Xand think about their experience here. In the next
slide, I will break down the responded to the #1 selection - the food. The Space/Decor continues to drive interest, not a
huge surprise given the amount of attention the interior receives.
Leaning into the crowd favorites will remind people of what they liked about their time here. The last post on Instagram that
highlighted the interior was 9/20 and before that was in July. A newsletter utilizing interior photos during slow months can
remind potential customers of that experience (and the space is definitely highlighted to the Tourist and Traveler
demographic).
More information within the Marketing/Sales assets about the spirits program would be beneficial. People like the cocktail
menu, they’re interested in learning about Sake and Japanese Whisky is currently trendy. This should not only inform
marketing and sales but internally organized events as well.

23. Here is further information about what dishes people remember (dishes have been redacted):
➢ 31% DISH 1
➢ 9% DISH 2
➢ 7% DISH 3
➢ 7.1% DISH 4
➢ 5.8% DISH 5
MORE:
6 people used “everything” in their response
10 people mentioned DISH 6
The five people that mentioned the DISH 7 called them DISH 7. I believe that this points to the need for
more people to understand what this dish is and what makes it unique/differentiates from regular ol’
chicken wings - either on the menu or during service.
These are the crowd favorites. I think this could affect the re-organization of the menu in the future and
provide some good insight for new server/bartender training as they learn to feel out their tables and offer
recommendations from the menu.
Question 2 cont’d

24. Part 3: HABITS + NEXT STEPS
In Part 1, we developed a profile of the CLIENT X customer. Now that we knew
who they were, we wanted to find out what they do. The following slides outline
some habits of the CLIENT X customer.
This information was then used to develop a strategy for partnerships and
programming, to be launched in 2020.

25. Question 4
Where was the last show you attended?
NOTE: THIS QUESTION IS IN ANTICIPATION OF FORMING STRATEGIC PARTNERSHIPS
➢ 31.3% said Bridgestone Arena
➢ 29.4% said The Ryman Auditorium
➢ 11.4% said TPAC
➢ 9.8% Ascend Amphitheater
➢ 7.6% said The Symphony
This question was included to start determining which properties should be prioritized as we put together
partnerships for 2020. The properties that are very close to CLIENT X were note a surprise: Bridgestone
and Ascend followed by The Symphony. We’ll explore all three options with the highest potential impact
from The Symphony given the general lack of corporate atmosphere and dedicated audience. That
audience, however, is likely a higher median age that CLIENT X’s core age of 25-44 years old.
The high response rate for The Ryman gives us a lot of potential to feel out some partnership
opportunities. It is a great audience level, fits the vibe of CLIENT X and generally would be a great feeder
for our strategy of tacking on local business to people already coming Downtown.
Of note: we executed a lot of visibility via the TPAC partnership already in place and saw TPAC in the top 5
for referral traffic to CLIENT Xs website for the first time.

26. Question 6
If you were at Bridgestone, what were you attending?
NOTE: THIS INFORMATION INFORMS IN-HOUSE PROMOTIONS
This information will be a huge help when approaching Bridgestone about a partnership package. Since
we know more people are attending Preds games than concerts, we should try to explore with the
Predators as well as reviewing VIP offers before addressing general marketing to outside events at the
arena. There are different sales teams for each focus and this helps shape the conversation from the
beginning, creating a more efficient conversation.

27. Question 8
For locals: Why else do you come Downtown?
➢ 24.3% I rarely come downtown
➢ 23.1% I work Downtown
➢ 13.1% The Frist
6% people used “restaurants” or “dinner” in their response
17 people said they love the Honky Tonks (what?)
First, what locals are not doing: coming downtown just for dinner. We made that assumption long ago and
this validates that idea that not a lot of people plan their nights around coming downtown just to eat - the
high number of responses indicated they rarely come Downtown points to this as fact as well.
The number of people that have come to CLIENT X and work downtown should directly correlate to the
sales manager’s target list. This is a hugely untapped market and aligns perfectly with the strategy to
bring more corporate events of 30-60 people to CLIENT X. This should be one of the highest priorities for
the first quarter of 2020.
Finally, like The Symphony, The Frist is a locally run non-profit and there could be some potential for
partnership. This would likely be something we position CLIENT X as a place for lunch since The Frist is
so family-friendly. It is worth exploring.

28. THANK YOU!
Samantha Spector for Advantage Nashville
C: 330.464.3289
E: samantha@advantagenashville.com
W: www.advantagenashville.com