University City, PhiladelphiaUniversity City, Philadelphia
South Beach Advertising South Beach Advertising Inc.:Inc.:
Nicholas BeersNicholas BeersJulie MassryJulie MassryCarl HooperCarl HooperAnjni RaolAnjni Raol
IntroductionIntroductionIntroductionIntroduction Top Dog: night club, Top Dog: night club,
restaurant, sports barrestaurant, sports bar Other location: Cherry Other location: Cherry
Hill, NJHill, NJ New location: 1New location: 1stst floor floor
of University City of University City Sheraton at 36Sheraton at 36thth and and Chestnut St. in Chestnut St. in Philadelphia, PAPhiladelphia, PA
Owner: Taylor MillsOwner: Taylor Mills Opened in early Opened in early
SeptemberSeptember
S.W.O.T AnalysisS.W.O.T AnalysisS.W.O.T AnalysisS.W.O.T Analysis
Strengths: “Top Dog” name, location is Strengths: “Top Dog” name, location is near Drexel and UPenn, Something for near Drexel and UPenn, Something for everyone, 3-in-1everyone, 3-in-1
Weaknesses: current advertising in Weaknesses: current advertising in newspapers, interior layout, disgruntled newspapers, interior layout, disgruntled union workers, new establishmentunion workers, new establishment
Opportunities: close to its target Opportunities: close to its target market, expand into a new market in market, expand into a new market in area-clubarea-club
Threats: target market’s age range Threats: target market’s age range
Current AdvertisingCurrent AdvertisingCurrent AdvertisingCurrent Advertising
Advertising objectives: gain new customers, Advertising objectives: gain new customers, build loyal patrons, increase business profitsbuild loyal patrons, increase business profits
Local advertising: newspapers, flyers, print Local advertising: newspapers, flyers, print addsadds
Strategies: gorilla marketing, sales promotion Strategies: gorilla marketing, sales promotion Incentives: “buy one get one free” dinner, gift Incentives: “buy one get one free” dinner, gift
certificates, free entrance cards certificates, free entrance cards Advertising local college partiesAdvertising local college parties Advertising specials on specific nights (drink Advertising specials on specific nights (drink
specials, dinner specials)specials, dinner specials)
Interview with FrankieInterview with FrankieInterview with FrankieInterview with Frankie
Frankie Laino head of entertainment for Frankie Laino head of entertainment for Top Dog.Top Dog.
““Top Dog is all things to all people”Top Dog is all things to all people” He believes in the strengths and He believes in the strengths and
concerned about weaknessesconcerned about weaknesses Great competitor against other local Great competitor against other local
barsbars Current advertising in newspapers not Current advertising in newspapers not
seeing desirable return on investmentseeing desirable return on investment
Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons Question 1: What time Question 1: What time
of day did you or do of day did you or do you go to Top Dog?you go to Top Dog?
Other responses were based Other responses were based on visits during happy hour, on visits during happy hour, lunch, early evening to play lunch, early evening to play pool, watch a game, or pool, watch a game, or meet friendsmeet friends
Overall responses regarding Overall responses regarding the level of customer the level of customer service was satisfactory.service was satisfactory.
Many went for drinks, Many went for drinks, music, and dancing at night.music, and dancing at night.
At NightOther
Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons
Question 2: Where Question 2: Where have you seen have you seen advertisements for advertisements for Top Dog?Top Dog?
People also heard People also heard of Top Dog of Top Dog combined with ads combined with ads through word of through word of mouth.mouth.
Question 2
0
2
4
6
8
10
12
14
16
Media
Am
ount
of answ
ers TV
Radio
Flyers
newspapernone
Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons
Question 3: Did Question 3: Did Sales Promotion Sales Promotion encourage you to encourage you to go to Top Dog?go to Top Dog? yes
no
notreally
Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons
Question 4: How Question 4: How do you like the do you like the location of Top location of Top Dog?Dog?
Answers varied Answers varied depending on depending on where people lived where people lived and where they and where they liked to go.liked to go.
good
bad
indifferent
Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons
Question 5: Do you Question 5: Do you feel that the feel that the advertisements for advertisements for Top Dog are Top Dog are effective?effective?
Reasons varied as Reasons varied as to why people to why people thought they were thought they were effective.effective.
VeryEffective
SomewhatEffectiveNotEffective
Question 6: What have been the Question 6: What have been the best night life entertainment spots best night life entertainment spots you have been to?you have been to?
Answers varied from: themed clubs, Answers varied from: themed clubs, spring break, big venues like New spring break, big venues like New York City, Las Vegas, Atlantic CityYork City, Las Vegas, Atlantic City
Interview with PatronsInterview with PatronsInterview with PatronsInterview with Patrons
AdvertisingAdvertisingAdvertisingAdvertising
South Beach determined:South Beach determined: USP: 3-in-1 is very unique but hard for Top USP: 3-in-1 is very unique but hard for Top
Dog to convey this to customers.Dog to convey this to customers. Club features not clearly stated and should Club features not clearly stated and should
be improved upon within ads.be improved upon within ads. Stick to what works: gorilla marketing and Stick to what works: gorilla marketing and
mailers.mailers. Don’t forget about those underagers!Don’t forget about those underagers! Keep track of ads: what’s working? what’s Keep track of ads: what’s working? what’s
not?not?
Imrovements based on interview with Imrovements based on interview with manager and with customers:manager and with customers: Keeping track of what worksKeeping track of what works Building loyal patronsBuilding loyal patrons Reassesing advertising budgetReassesing advertising budget Focus on specific target marketFocus on specific target market
Areas of ImprovementAreas of ImprovementAreas of ImprovementAreas of Improvement
Keeping track of ads and sales Keeping track of ads and sales promotions:promotions: Create mailing station within Create mailing station within
establishmentestablishment Vouchers and coupons sent out to those Vouchers and coupons sent out to those
who sign upwho sign up Collecting vouchers and coupons to prove Collecting vouchers and coupons to prove
their effectiveness their effectiveness Specific ads for specific purposesSpecific ads for specific purposes This will help to create and maintain loyal This will help to create and maintain loyal
patronspatrons
Keeping Track of What Keeping Track of What WorksWorks
Keeping Track of What Keeping Track of What WorksWorks
Based on our interviews we Based on our interviews we concluded that newspaper ads have concluded that newspaper ads have not been effective, thus we will put not been effective, thus we will put more advertising money into radio more advertising money into radio and flyersand flyers
Mailers and track of ads will also help Mailers and track of ads will also help to determine what percentage of to determine what percentage of budget should be used in what areasbudget should be used in what areas
Advertising BudgetAdvertising BudgetAdvertising BudgetAdvertising Budget
Top Dog attracts mostly college Top Dog attracts mostly college students students
Interviews conclude that college Interviews conclude that college nights are big nightsnights are big nights
WE plan to target campuses other WE plan to target campuses other than UPenn and Drexel: Villanova, than UPenn and Drexel: Villanova, PCPS, Temple, St. Joe’s PCPS, Temple, St. Joe’s
This specific target market responds This specific target market responds best to guerrila marketingbest to guerrila marketing
Focus on Specific Target Focus on Specific Target MarketMarket
Focus on Specific Target Focus on Specific Target MarketMarket
Frequent Visitor CardFrequent Visitor Card
““Countdown to Summer” theme Countdown to Summer” theme nights starting with spring break nights starting with spring break bash bash
New Radio CommercialNew Radio Commercial
Our New Ad CampaignOur New Ad CampaignOur New Ad CampaignOur New Ad Campaign
Frequent Visitor Frequent Visitor CardCard
Patrons receive Patrons receive rewards for rewards for frequent visits to frequent visits to Top DogTop Dog
Frequent Visitor CardFrequent Visitor CardFrequent Visitor CardFrequent Visitor Card
““Countdown to Summer” theme Countdown to Summer” theme nights starting with spring break nights starting with spring break bashbash
Summer themed nightsSummer themed nights
Summer giveaways – trips, free Summer giveaways – trips, free passes, VIP Cards, etc. passes, VIP Cards, etc.
Countdown to SummerCountdown to SummerCountdown to SummerCountdown to Summer
New Radio CommercialNew Radio Commercial
Most patrons that come to Top Dog Most patrons that come to Top Dog hear these commercialshear these commercials
Very successful in pastVery successful in past
New Radio CommercialNew Radio CommercialNew Radio CommercialNew Radio Commercial
Every Thursday NightEvery Thursday Night
Countdown to SummerCountdown to Summer
DJ SMOOTH
DJ SMOOTH
DJ SMOOTH
DJ SMOOTH
$1.00 Bottles9 - Midnight
FREE PARKINGFREE PARKING
36th and Chestnut Streets
PHILADELPHIAPHILADELPHIA267-284-0316267-284-0316
www.TopDogSportsBar.com
www.TopDogSportsBar.com
THE ENDTHE ENDTHE ENDTHE ENDAny Questions?Any Questions?