31 E. Center Street, Fayetteville, AR 72701, 479.251.1800

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31 E. Center Street, Fayetteville, AR 72701,
479.251.1800
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Campaign Goal

• To provide quality advertising that reinforces
  the brand promise
• To reposition the restaurant in the consumers
  minds as distinctive from the competition, that
  is that our target market views Taste of Thai as
  fresh, innovative and culturally exhilarating
• To create top-of-mind awareness among 50 percent
  of our target market in eight months

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Target Market Research

• Between 1981 and 1996, U.S. consumer awareness of
  Thai cuisine jumped to 74 percent. We hope to
  capitalize on this growing market.
• More than 90 percent of consumers are familiar
  with or have tried ethic cuisine. About half of
  our target market eats ethnic cuisine more than
  two times a month.

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Target Market

• Demographics
• 25-34 year old young professionals
• Average income of 30,000 or more
• Psychographics
• Adventuresome
• Interested in trying new things
• Place a high value on individuality

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Where Are We Now?

• Currently popular with college students and young
  professionals
• Reputation for authentic food at a reasonable
  price
• Renowned throughout Northwest Arkansas
• Quiet, calming atmosphere
• Great location on the Fayetteville square

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Competition

• Thai Diner Fayetteville
• Inexpensive
• Casual environment
• Drive-thru
• No distinctive atmosphere
• Fast service
• Free parking
• Holds reputable place in consumers minds

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Competition

• Shogun Fayetteville
• Expensive
• Impersonal atmosphere
• Free parking
• Small sushi bar
• Live food preparation
• Holds a place in consumers minds as being an
  upscale and reputable

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Competition

• Racha Fayetteville
• Inexpensive
• Fast service
• Free parking
• Not as authentic
• Holds place in consumers minds as fast and
  inexpensive, but not as authentic

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Competition

• Madame Wus
• Moderately priced
• Family-friendly atmosphere
• Free parking
• Located further from campus
• Holds place in consumers minds as being a
• family-oriented restaurant with fair prices

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Where We Want To Be

• We want consumers to feel that by going to Taste
  of Thai, they are immersing themselves in a new
  experience, distinctive from other restaurants.
• We want the food and environment to feel like an
  exhilarating cultural experience.

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What Can We Offer

• Our key selling attribute is that Taste of Thai
  is a new experience outside of everyday
  restaurants. It is not just about enjoying
  ethnic food, it is truly an escape into another
  culture.
• The unique cuisine and distinctive atmosphere
  will envelop customers into this culturally-rich
  dinning experience.

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How Will We Do It

• We will promote Taste of Thai as a fresh,
  innovative, and culturally exhilarating
  experience that will tempt diners to escape to
  exotic south-east Asia.
• Ads will be stylized in one of two ways
• Contemporary and simple with a focus on the logo.
• Personal appeal from the restaurant owner. These
  will feature the owner dressed in his chef
  uniform inviting people to experience his
  country. Radio ads will feature voice-overs from
  the owner with a similar message.

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How We Will Do It

• Ad placement
• Restaurant section of the phonebook, along with a
  full-page menu
• Cityscape, the monthly society publication
• Radio ads on several popular stations during
  midday and evening drive-time to appeal to
  drivers looking for a place to dine
• Multiple ads in both the Arkansas
  Democrat-Gazette and the Morning News in the
  food, culture and entertainment section, with an
  emphasis on award-winning cuisine
• Brochures to place in hotels lobbies in the
  Northwest Arkansas area, which will include a
  sample menu and driving directions

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Tying Ads Together

• Owner will be in all advertising
• Same logo
• Same typefaces
• Same slogan

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Distinguishing Our Ads

• Polished, contemporary feel in all advertising
• Personal appeal to invite customers to experience
  
• Taste of Thai
• Unique logo will be used in all advertising,
  which differentiates us from the existing Thai
  restaurants in the area

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Logo and Slogan
exotic taste. local place.