University%20City,%20Philadelphia

1
University City, Philadelphia

• South Beach Advertising Inc.
• Nicholas Beers
• Julie Massry
• Carl Hooper
• Anjni Raol

2
Introduction

• Top Dog night club, restaurant, sports bar
• Other location Cherry Hill, NJ
• New location 1st floor of University City
  Sheraton at 36th and Chestnut St. in
  Philadelphia, PA
• Owner Taylor Mills
• Opened in early September

3
S.W.O.T Analysis

• Strengths Top Dog name, location is near
  Drexel and UPenn, Something for everyone, 3-in-1
• Weaknesses current advertising in newspapers,
  interior layout, disgruntled union workers, new
  establishment
• Opportunities close to its target market, expand
  into a new market in area-club
• Threats target markets age range

4
Current Advertising

• Advertising objectives gain new customers, build
  loyal patrons, increase business profits
• Local advertising newspapers, flyers, print adds
• Strategies gorilla marketing, sales promotion
• Incentives buy one get one free dinner, gift
  certificates, free entrance cards
• Advertising local college parties
• Advertising specials on specific nights (drink
  specials, dinner specials)

5
Interview with Frankie

• Frankie Laino head of entertainment for Top Dog.
• Top Dog is all things to all people
• He believes in the strengths and concerned about
  weaknesses
• Great competitor against other local bars
• Current advertising in newspapers not seeing
  desirable return on investment

6
Interview with Patrons

• Question 1 What time of day did you or do you
  go to Top Dog?
• Other responses were based on visits during happy
  hour, lunch, early evening to play pool, watch a
  game, or meet friends
• Overall responses regarding the level of customer
  service was satisfactory.
• Many went for drinks, music, and dancing at night.

Question 1 Pie
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70
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Interview with Patrons

• Question 2 Where have you seen advertisements
  for Top Dog?
• People also heard of Top Dog combined with ads
  through word of mouth.

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Interview with Patrons

• Question 3 Did Sales Promotion encourage you to
  go to Top Dog?

Question 3 Pie
25
60
15
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Interview with Patrons

• Question 4 How do you like the location of Top
  Dog?
• Answers varied depending on where people lived
  and where they liked to go.

Question 4 Pie
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70
5
10
Interview with Patrons

• Question 5 Do you feel that the advertisements
  for Top Dog are effective?
• Reasons varied as to why people thought they were
  effective.

Question 5 Pie
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45
45
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Interview with Patrons

• Question 6 What have been the best night life
  entertainment spots you have been to?
• Answers varied from themed clubs, spring break,
  big venues like New York City, Las Vegas,
  Atlantic City

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Advertising

• South Beach determined
• USP 3-in-1 is very unique but hard for Top Dog
  to convey this to customers.
• Club features not clearly stated and should be
  improved upon within ads.
• Stick to what works gorilla marketing and
  mailers.
• Dont forget about those underagers!
• Keep track of ads whats working? whats not?

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Areas of Improvement

• Imrovements based on interview with manager and
  with customers
• Keeping track of what works
• Building loyal patrons
• Reassesing advertising budget
• Focus on specific target market

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Keeping Track of What Works

• Keeping track of ads and sales promotions
• Create mailing station within establishment
• Vouchers and coupons sent out to those who sign
  up
• Collecting vouchers and coupons to prove their
  effectiveness
• Specific ads for specific purposes
• This will help to create and maintain loyal
  patrons

15
Advertising Budget

• Based on our interviews we concluded that
  newspaper ads have not been effective, thus we
  will put more advertising money into radio and
  flyers
• Mailers and track of ads will also help to
  determine what percentage of budget should be
  used in what areas

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Focus on Specific Target Market

• Top Dog attracts mostly college students
• Interviews conclude that college nights are big
  nights
• WE plan to target campuses other than UPenn and
  Drexel Villanova, PCPS, Temple, St. Joes
• This specific target market responds best to
  guerrila marketing

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Our New Ad Campaign

• Frequent Visitor Card
• Countdown to Summer theme nights starting with
  spring break bash
• New Radio Commercial

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Frequent Visitor Card

• Frequent Visitor Card
• Patrons receive rewards for frequent visits to
  Top Dog

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Countdown to Summer

• Countdown to Summer theme nights starting with
  spring break bash
• Summer themed nights
• Summer giveaways trips, free passes, VIP Cards,
  etc.

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New Radio Commercial

• New Radio Commercial
• Most patrons that come to Top Dog hear these
  commercials
• Very successful in past

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36th and Chestnut Streets
www.TopDogSportsBar.com
DJ SMOOTH
DJ SMOOTH
Every Thursday Night
Every Thursday Night
Every Thursday Night
Countdown to Summer
Countdown to Summer
www.TopDogSportsBar.com
PHILADELPHIA
267-284-0316
FREE PARKING
1.00 Bottles
9 - Midnight
DJ SMOOTH
DJ SMOOTH
36th and Chestnut Streets
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Any Questions?
THE END