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Refreshing the Gibson's brand
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- 2. Group 2 KeithBossier Heather Hanson Dave Rockovich Benjamin Cirillo Colin Higgins
- 3. Agenda Strategic Overview Internal Marketing Tactics External Marketing Tactics Budget Conclusion
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- 5. Goals Steady Growth Brand Clarity Brand Awareness Brand Loyalty
- 6. Steady Growth Wordof Mouth is most effective in fine dining Good buzz can’t be built: It must be grown
- 7. Brand Clarity “It’sHow Chicago Does Steak” Internal Marketing Every block of stone has a statue inside it and it is the task of the sculptor to discover it. - Michelangelo
- 8. Brand Awareness Whois listening? What will they hear? External Messaging Set the stage for WOM
- 9. Brand Loyalty Createeffective advocates and willing listeners Steady Growth Strong Brand Culture
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- 11. Inside the Restaurant Signs explaining beef Digital signs with Gibson’s news Quarterly hotel industry night ◦ Banquet sales people book business meetings ◦ Can send over locals as well as out-of-towners
- 12. Features Inside theRestaurant Digital signs in waiting area promoting Gibson’s latest event sponsorships, product offerings, and press mentions Telling the Gibson’s Story ◦ Provide photo of Minnesota farm where beef is raised ◦ Re-emphasize beef’s USDA certification- unique selling point
- 13. Hotel Industry Night Held quarterly Inviting mix of loyal customers, concierges and banquet salespeople from various hotels in area Goal of focusing on Banquet Sales? ◦ Attracting not just out-of-towners, but bringing locals as well to the restaurant ◦ A chance to network and build brand loyalty Printed Brochure given to representatives of each hotel that attends
- 14. Tapping into LocalCraft Beer Market Add popular local Chicago craft beers to the Gibson’s menu Emerging Market Trend NRA:“Locally produced beer is hot addition to menus in 2012” Reinforces the Gibson’s brand
- 15. Have a Tasteof Half Acre’s Popular Daisy Cutter
- 16. Creation of NewTagline Current tagline is “Gibson’s – THE Chicago Steakhouse” Subtly used Not easily associated with brand Logo stay is, but use tagline more prominently It’s How Chicago Does Steak
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- 18. Radio “Top-of-mind” radiospots Three specific stations to reach target audience: ◦ 670AM The Score, Chicago Sportsradio ◦ 103.5 KISS FM, Chicago’s Hit Radio Station ◦ 97.9 The Loop, Chicago’s Classic Rock Station 20 slots per month per station ◦ 1 AM spot ◦ 1 PM spot ◦ 1x per business day
- 19. Website & GoogleOptimization Enhancements to current website ◦ Imagery ◦ Tagline Google Ad Words and SEO ◦ Own “Chicago Steakhouse” on search
- 20. Leveraging Social Media Leveraging local brews social media (FB, Twitter, blog, events) Customer base (30K) as a new source for Gibson’s
- 21. Event Marketing Sponsorship/ Attendance at specific events: ◦ Gold Coast Art Fair June 29 – June 30 ◦ Chicago Jazz Festival August 29 – September 1 ◦ Chicago Restaurant Week February 2014 Social media
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- 23. Budget $13,050 $15,050 $13,050 $10,550 $10,550 $15,550 $13,050 $12,550 $10,550 $13,050 $10,550$10,550 $0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 Marketing Expenses by Month
- 24. Budget Budget allocation permedium: Radio- 77% Event Marketing- 11% Print- 9% Internet- 2% Signage- 1%
- 25. Conclusion & FinalRecommendations
- 26. Creating Word ofMouth What are people going to say? Who are they saying it to? What are people going to hear?
- 27. What are PeopleGoing to Say? “It’s How Chicago Does Steak” Internal signage Image alignment Chicago Craft Brews
- 28. Who Are TheySaying It To? Industry Night Social Media Direct contact with friends, family, and coworkers
- 29. What are PeopleGoing to Hear? “It’s How Chicago Does Steak” Radio Website Setting external brand identity
- 30. What’s in itfor Gibson’s? Refined Brand image Heightened Awareness of Gibson’s USDA Prime Certification Long-term, steady, organic growth 0.5-1% annual increase to revenues