Elle Butler & Genesa Rodriguez. Modern Irish-themed bar in Downtown Wilkes-Barre, PA Opened on New...
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Transcript of Elle Butler & Genesa Rodriguez. Modern Irish-themed bar in Downtown Wilkes-Barre, PA Opened on New...
Background of Mulligan’s Irish Pub
Modern Irish-themed bar in Downtown Wilkes-Barre, PA
Opened on New Year’s Eve 2010
Owned by Ron Kamionka Part owner of Wilkes-Barre’s Hardware Bar,
Bourbon Street Bar, and Reflex Club
Newest addition to Downtown WB’s nightlife
Background of Mulligan’s Irish Pub
Kamionka feels the Irish Pub has the potential to be extremely successful right across the street from his other business ventures
Downtown WB is now more popular than ever
14 Different Draft Beers
Food Menu
12 High Def TVs
Pool Tables
Live Entertainment
Drink Specials
What Mulligan’s Offers
Objectives & Goals
Main Marketing Objective: Increase awareness of Mulligan’s Irish Pub New establishment: portion of target
market is unaware of its offerings
Goal: Achieve a favorable position within target’s minds Preference for Mulligan’s Irish Pub over
other Wilkes-Barre nightlife options
Target Audience
Men and women ages 21-45
Live in North East PA
Enjoy drinking beer, Irish cuisine, and live musical entertainment
Interaction with social networks & other local websites for news and entertainment
Watch TV: Comedy Central, the Food Network, ESPN, and the Game Show Network
Drive past several billboards and other outdoor advertisements
Mulligan’s Integrated Marketing Campaign
Mulligan’s success depends on the awareness of consumers Achieved through informative and eye-catching
advertisements
Media Outlets TV Radio Digital Billboards Web Sites Email Marketing SEO Language Social Media
How IMC Works
Each advertisement features the same message, colors, themes, logos, and images in order to create consistency
Consumers will learn to recognize the message of Mulligan’s Irish Pub and retain it in their memories
If the target market is male & female, why are the ads geared towards men?
“Alcohol marketing is almost uniformly masculine in tone. The logic here is the same as it is for cars: women are not necessarily offended by a brand with masculine values, but men will never touch something with feminine associations.” (Mark Tungate, Branded Male: Marketing to Men)
TV Ads
Best way to reach the masses and create awareness for a brand
Placed on Comedy Central, ESPN, Game Show Network & the Food Network
Shown during prime time and late night hours
Men associate consumption of alcohol with moments of bonding with friends
Use humor to grab audience’s attention
Radio
Placed on 97.9X, 97BHT, and 102.3FM The Mountain
Listeners visualize Mulligan’s Irish Pub and its great drink and dinner specials
Uses humor to grab target’s attention (Leprechaun voice) Reiterates Slogan: “Every day is St. Patty’s Day at
Mulligan’s”
Inspire a spur-of-the-moment visit on a drive home from school or work
Digital Billboards
Outdoor ads are great for getting your name across “When launching a new product line you
have to let your customers know you have it and where they can get it. What better way to do that than to have that product displayed larger than life on outdoor” (Lamar Advertising).
Utilizes humor and sexual appeal – towards men
Web Site
Will resonate with target by including all the info & resources that our various buyer personas may be looking for including: Links to Specials Upcoming Events Photos Info about our Irish Ale Social Media Pages
Web Banner Ads
Animated images that grab the consumer’s attention & spark interest Leads to more info/research Drives traffic to Mulligan’s website
Placed on local websites such as theWeekender.com
Web Banner Ads
http://studentwebs.kings.edu/elizabethbutler/Leaderboard.html
http://studentwebs.kings.edu/elizabethbutler/Medium-Rectangle.html
SEO Language
Utilize SEO optimization and Google AdWords
Improve the visibility of our website in search results to drive traffic to our website
Top Keywords: Mulligan’s Irish Pub Wilkes-Barre bars Irish-themed bar Wilkes-Barre nightlife drink specials dinner specials Mulligan’s Irish Ale
Social Media
“Social Media is remarkably powerful as a marketing tool: Social Media is an excellent complement to an existing marketing plan for a small business. It can enhance and extend your message. As a mostly free channel of communication, social media can reach large numbers of people yet still be intimate. It’s powerful and pervasive.” (MercuryNews.com)
Direct contact with target audience
No cost
Fans can: “Like” Mulligan’s Irish Pub Write reviews and comments Chat with other Mulligan’s fans
Features: Wall Photos Page Promotions Page Redirect consumers to the main Mulligan’s website
Blogs
Updated and monitored by Mulligan’s employees daily
Report on events and news of the bar
Allows consumers to stay up to date & view the inner-workings of the bar
E-mail Marketing
Electronic form of direct mail
Extremely cost-effective
Very individualized, as each person receives the message right to their inbox Gets on a personal level with the consumer
Timely: Informs them of upcoming deals and specials
Business to Business
Microbrewery: manufactures Mulligan’s Irish Ale unique blend of Irish flavors and spices
Business between bar and local beer distributors
Appeals to local distributors by stressing the features & benefits of the Irish Ale ensuring profit
Local beer distributors will feature POP ads for the Mulligan’s brand
Conclusion
The combination of media vehicles chosen will prove to be effective in our IMC
Hope to increase consumer awareness and preference for Mulligan’s Irish Pub through our creative and recognizable message.
We feel that we have utilized the electronic media at hand in the most efficient manner to create a successfully integrated campaign!
References
Design Tips. (Handout from class) Lamar Advertising Company. www.lamar.com
Michman, Ronald D., Edward M. Mazze, and Alan James Greco. Lifestyle Marketing: Reaching the New American Consumer. Westport, Conn.: Praeger, 2003. Print.
Mulligan’s Hits W-B on Friday | The Times Leader, Wilkes-Barre & Scranton PA. Wilkes-Barre News, Sports, Obituaries and Classifieds for Luzerne County and Scranton | The Times Leader, Wilkes-Barre & Scranton PA. Bill O'Boyle, 28 Dec. 2010. Web. 03 May 2011. <http://www.timesleader.com/news/Mulligan_rsquo_s_hits_W-B_on_Friday_12-27-2010.html>.
Tungate, Mark. Branded Male: Marketing to Men. London: Kogan Page, 2008.
Print.
"Use Social Media to Power Up Your Marketing Mix - Milpitas City Hall - San Jose Mercury News." San Jose Entertainment & Events - San Jose Mercury News. 18 May 2010. Web. 03 May 2011. <http://events.mercurynews.com/milpitas-ca/events/show/181785206-use-social-media-to-power-up-your-marketing-mix>.