Campaign Goal

• To promote and create awareness of new restaurant

• Create awareness of new restaurant from 0 to 70% among the target market of Northwest Arkansas residents

Who is our target market?

• Product suggests target– New service, make target feel the need

to eat there

• 25-34 years old, early career, income of $30,000+, yuppie

• Business or creative career, multi-interest lifestyle, health conscious

Position in Consumer’s Mind

• At the end of our campaign, Shisu will be seen as:– A provider of upscale food and

atmosphere with reasonable prices.– A place to impress– Comfortable, chic, personal ambiance

Competition

•Shogun (Fayetteville)– Leading competitor– Special Occasion Restaurant– Everyday, casual, inexpensive sushi bar

• Does not specialize in sushi

– Restaurant is impersonal– Sushi bar area is small

Competition

•Bangkok– Good location on Dickson– Serves sushi

•Does not specialize in sushi– Does not hold place in consumer’s mind– No parking

Competition

•Thai Diner– Extensive sushi menu

• Does not specialize in sushi

– Inexpensive– Casual– Holds place in consumer’s mind

• College students (18-24)

– No distinctive atmosphere– Located on South College Ave.

Brand Placement

• Shisu would be a place for moderately priced sushi, which we specialize in, with a personal, upscale, impressive atmosphere

• Could be a place for a business dinner/lunch or casual dining with friends

• THE PLACE TO GO FOR SUSHI

Conative Ads

• No matter how a person feels about the atmosphere or product, they must come in and try the restaurant at least once

• The campaign must make the consumer act

• Will offer specials through direct mail

Key Selling Attribute

• SUSHI ONLY

• Conveyor belt bar for more casual and faster dining

• Upscale atmosphere, but with moderately priced food

Evidence

• Offers specials

• Full sushi menu

• Exterior of the building– Hip, chic, interesting, not too

intimidating– Art Deco exterior already in place

Communicating Key Attribute

• Television advertising would showcase the inside of the restaurant (ambiance, atmosphere)

• Direct mail has full sushi menu and prices to communicate exactly what Shisu is offering

• Full-color insert in newspapers has full sushi menu and prices

Tying Ads Together

• Same logo

• Same typefaces

• Same slogan

Distinguishing Our Ads

• Repetitive use of our logo, which is unique to other area logos

• All printed material is cohesive to our Asian inspired restaurant

• Design of our ads will feature pictures of sushi, something that is not normally seen in this area