Fuddruckers

Media Planning
Professor Larry D. Kelley
April 24, 2012
Fuddruckers
Omni-Pres Media Group
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Fadi Moughnieh . Rohit Kaul . Chris Bravo . Angel Gonzalez . Travis Crowe . Mariam Dashtabadi
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1
SWOT Analysis
Strengths, Weaknesses, Opportunities, Threats.
O: Sports Pay-per-View availability,
Foursquare discounts, Community
sponsorship and participation. new
communication technologies.
2
Increase sales
among the younger
audience while
offering tasty and
exotic burgers and
enjoying a variety of
drink combinations.
Erase the “oldtimey” feel of
Fuddruckers while
ushering in an
innovative sports
oriented
atmosphere to raise
brand awareness
among the
millenials.
Reach 70% of target market
during campaign introduction.
Raise top-of-mind awareness
by infusing generation Y adults
with the Fuddruckers
message.
Overall
Marketing Objectives
Advertising Objectives
Media Objectives
Objectives
3
Full-service
establish
47% of the total
273,258ments
QSR
(quick service
restaurants)
Geography
53% of 304,844
These figures represent 579,102 restaurants in
the U.S. in 2010.*
Independents
54 of the total
311,694
Outlet chains
round out the
remaining 46% of
267,408
Percentage of growth in restaurant sales during 2011:
North Carolina - 4.2%; Idaho - 4.0%; Virginia - 4.0%; Florida - 4.9%; Texas - 3.9%
*U.S. Restaurant Patronage Breakdown
4
Seasonality Analysis:
Over 50% of the survey participants eat out the most during dinnertime (59p.m.). The second most popular time is during lunch (11a.m.-2p.m.). The
calendar year will represent our advertising platform
In a recent survey of 1,200 U.S. consumers, the Chicago-based foodservice
consultancy Technomic found that the vast majority (85%) said they eat
burgers once a month or more, while only 6% say they never eat burgers.
Other resources utilized from Technomic render numbers for the CPI percent;
change in per measures the average change over time in the prices paid by
urban consumers for a variety of consumer goods and services.
Among the more interesting findings in the two burger reports:
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The campaign will run
through February and
December of 2012 with the
introductory period spanning
from Jan-March and the
sustaining period from NovJan.; Monthly sales of fullservice restaurants based on
a 3 year avg. according to
Technomic Inc. are as
follows:
Jan - 8%;
Significant differences were found in burger preferences and consumption
behavior based on gender, age, region, ethnicity and income.
Feb - 7.9%;
Heavy burger users, those who eat burgers once a week or more, make up the
largest burger user category (44%); this group skews toward young consumers
and those in the South and Midwest.
Mar - 8.6%;
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The dynamic burger category continues to be dominated by limited-service
restaurants, which represent 33% of U.S. LSR (limited service restaurant) sales.
Within the nearly $59 billion burger category, the Top 25 limited-service burger
chains held roughly 97% of the market—and the Top 3 (McDonald’s, Burger King and Wendy’s) accounted for nearly 75% of LSR burger chain sales.
Apr - 8.4%;
May - 8.9%;
June - 8.5%;
July - 8.7% ;
Aug - 8.7%;
Sep - 7.7%;
Oct - 8.3%;
Nov - 7.8%;
Dec - 8.5%;
The most popular occasions for
dining out are birthdays (self,
spouse, child, etc.), followed by
Mother’s Day and Valentine’s
Day.
Over 50% of the survey
participants eat out the most
during dinnertime (5-9p.m.). The
second most popular time is
during lunch (11a.m.- 2p.m.).
The calendar year
will represent our advertising
platform.
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Target Definition:
1. Houston, TX, USA
18-34 year old males and females who crave a unique burger
experience:
2. Austin, TX, USA
3. San Antonio, TX, USA
4. Washington, DC, USA
5. San Diego, CA, USA
The Millennials
Chili’s
Five Guys
Fuddruckers
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National Target Market Personification.
Meet “Ashley”
Women are not only the purchaser, but also the purchase influencer
to their friends and male counterpart. The personification of women
will also take into account a health-minded approach of the female
gender.
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NATIONAL PLAN
National Strategies
We will utilize social media as a method of integrating
millennial into the fabric of Fuddruckers.
By altering the
atmosphere we will bring
in sports loving adults to
enjoy a good meal and a
good time.
To generate brand
awareness and loyalty,
Fuddruckers will seek to
engage the customer by
offering incentives for
participating in a QR
(quick response) check-in
program. In addition, the
scan would take you to an
application download,
similar to the BuzzTime
program, which would
track your score. The
resulting high score could
pay off in a Fuddruckers
gift card.
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TELEVISION ($1,125,000)
For television, we have designated three networks that would best suit the target
market of 18 to 34 year olds: ESPN, FOX, and CBS College Sports.
*These individuals (rows) go out to eat 4 or more times a week with said group.
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DIGITAL ($500,000)
SOCIAL WEBSITES
The internet is an important part in our
target market’s daily life. We will use
social networking sites such as
Facebook, Twitter, LinkedIn, and
Foursquare to reach this target
audience. These websites allow the
audience to interact with Fuddruckers
and check for upcoming promotions.
SEM AND PANDORA
We will also utilize SEM and Pandora to
get the Fuddrucker’s message across.
SEM will increase the brand’s visibility in
search engine results, while Pandora
will have ten second ads that capture
our audience’s attention during lunch
and dinner hours.
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OUTDOOR ($1,125,000)
TRUCK ADS. BUS DISPLAYS, AND MALL FLOOR ADS
Truck advertisements and bus displays will be in all major cities giving
Fuddruckers a wide exposure. Mall floor advertisements will give a unique
positioning and presentation that create a “wow” factor for the brand.
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Guerrilla ($750,000)
STAMPING BURGERS, COLORED BUNS FOR SPORTING EVENTS
The benefits of this method of guerilla advertising is the one-time purchase of
branding material for extended use of imprinting on food as well as imprinting
into the consumer’s minds.
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National Flow Chart & Budget Report
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14
Local Plan
City of Houston.
Population: 2.1 million
We will utilize outdoor,
guerrilla, and print
advertising as a method of
conveying our message.
In addition, we will make
use of promotions to gain
an increased knowledge
of our target audience, 18
to 34-year-old millenials,
behavior.
Local Seasonality:
Houston residents eat an average of four meals a week outside the home,
according to the 2012 America’s Top Restaurants report from Zagat Survey
LLC.
Monthly breakdown of Burger consumption for Houston:
Jan- 8.9%
Feb- 7.3%
March- 6.5%
April- 9.8%
May- 9.2%
June- 8.0%
July- 7.8%
Aug- 7.5%
Sep- 6.9%
Oct- 6.1%
Nov- 5.9%
Dec- 8.1%
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Newspaper
HoustonPress:
4,207,747
Page views per month
782,844
Unique visitors
1,271,400
Total Reach by advertising
$29 per column-inch
The Rice Thresher:
10,040
Weekly circulation
22,008
$10 per column-inch
Estimated readership
The Daily Cougar:
70,000
Page views per month
150,000
Unique visitors
5.2 million
Ad impressions
$48.10 per column-inch
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Outdoor
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Billboards
For Fuddruckers to
take advantage of
their target market
and sports
enthusiasts they
should effectively
place billboards
strategically around
Houston. By placing
14 X 52 in billboards
in populated areas
in Houston we will
reach millions of
viewers.
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Mobile Ads
To reach our millennial
Sports enthusiasts we will
place ads on large trucks
that people will see every
day on major highways
and intersections.
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Promotions
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Local Flow Chart
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