Matthew Brock Johnson
BACKGROUND
Product Profile ● All about wings but integrated a variety of new menu items over time ● Winning promotion: Boneless Thursdays ● $$$ ● A brand image we want to hold on to
Market and Industry Profile ●
Buffalo Wild Wings is known for its famous boneless and traditional wings. They have 16 different and five different seasonings
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People come in to enjoy wings after sports games, to meet up with friends, to watch a big sporting event game, or multiple games at once, along with families
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The downfall to Buffalo Wild Wings is that is relies heavily on sporting events
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Sports seasons incline people to go to Buffalo Wild Wings, they get to see multiple games while enjoying food
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Consumers are drawn to wings on special deal nights because they are at a discounted price
Market and Industry Profile ●
The physical product uses are for consumption from consumers
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Social factors that make their products more sellable are football season, the Super Bowl, March Madness and other big sporting events
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Some of the government guidelines that Buffalo Wild Wings has to follow are enforced by the FDA which is the U.S. Food and Drug Administration
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Their food has to be safe for consumers to eat, it also has to be prepared in a safe and uncontaminated area
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They also have to make sure they are not serving alcohol to minors
Strengths
● Over 1000+ locations in the United States ● Sauces and seasoning unique to the company ● Customer experience with not only food but, an electric sports atmosphere
Weaknesses
● Low focus on menu and more focus on customer experience ● Menu choices are high in fat and not very healthy ● High reliance on sports events
Opportunities â—?
New and improved website design- simplified visual allows for a more personalized experience.
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New tabletop Technology- Added entertainment while simplifying the waiters job.
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The demand for wings is rising and the wing market in the United States is expanding- 40 percent increase in price due to wing demand.
Threats â—?
Americans are eating out less- due to online food retailers and competitive grocery market sales are declining
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The demand for healthier, more organic items is growing-Weillsen survey found Americans are paying more for healthier items.
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Wingstop is seeing rapid growth and domination in the wing market- Is at the top of the wing race. Has added delivery to list of services.
Target Audience ●
Mothers
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Ages 25-34
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HHI $75-149,999
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Majority have sales and office occupations
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Enjoy watching Freeform and Nick @ Nite, Reading Allure magazine and using Groupon and Buzzfeed
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Majority have Facebook, Instagram and Twitter
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Enjoy spending most of their time with family and watching their kids’ sports games
CREATIVE BRIEF
“Messes make Memories� During a sporting event, a child can get
Slogan & Tagline
messy. While eating wings at Buffalo Wild Wings, a child can get messy as well. The hashtag pushes mothers to let loose, take their child out to eat, and get messy! The celebratory atmosphere will help to form long-lasting memories.
DMA’s
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
Atlanta, GA—2,335,143 Washington DC-MD—2,334,804 Boston, MA/NH—2,417,120 Chicago, IL—3,515,299 Cleveland, OH—1,546,114 Detroit, MI—1,936,592 Houston, TX—2,078,638 Los Angeles, CA—5,759,523 New York, NY—7,554,817 Philadelphia, PA—2,967,638 San Francisco, CA—2,529,617 Tampa, FL—1,807,482
DMA Reasoning
Los Angeles, CA—5,759,523 LAX is a huge airport and huge international airport. Many people fly into it, and is a good celebrity airport. Airport advertisements would be best. They
Philadelphia, PA—2,967,638 Philadelphia would benefit most from billboard and building ads. They also have a NFL team, NBA team, and NHL team which would bring in people for the sports seasons. San Francisco, CA—2,529,617 Trams are huge in San Francisco right in the city. Not only do people who live in the city use them, but they are big for tourism. Tram advertising would be best in San Francisco. They also have a MLB team and NFL team for sports seasons to bring in people.
also have an MLB team, a NHL team, a NBA team and NFL team. Which would bring in alot of people into Buffalo Wild Wings for different sporting events. New York, NY—7,554,817 New York is one of the biggest cities in the US. For New York the main focus would be on transit advertising on taxis, and the subways. Also, an electronic billboard in Times Square. New York has a NHL team, NBA team, and two MLB teams to bring people into Buffalo Wild Wings to watch the games.
Cleveland, OH—1,546,114
DMA Reasoning
Cleveland Ohio does not have a huge population, but Cleveland is a popular city to travel to. It is has an NFL team, NBA team and MLB team. Which would bring in a good amount of people during sports seasons. Billboards and TV ads would be best reaching Cleveland’s community.
Houston, TX—2,078,638 Detroit, MI—1,936,592 Houston is another location where the weather is almost at least 60 degrees all year long. This gives kids the opportunity to play sports all the time outside. Thus, gives families more opportunity to come in after their recreational sports. Houston is a big city and has a diverse population. Houston also has a NFL team, NBA team and MLB team
Since Michigan is the Motor City of America, the main focus would be on billboards in Michigan because so many commute to work using cars. Also, the Detroit Metropolitan Wayne County Airport, is a big airport that brings in many people. So airport ads would be a big target for our marketing.
DMA Reasoning
Tampa, FL—1,807,482 Even though Tampa has a lower population, the
Atlanta, GA—2,335,143
weather is warm for the majority of the year, thus
Billboards are huge in Atlanta along with building
kids can play sports outside all year long. This gives
plaster ads. A lot of people travel to Atlanta and
us a better population with our target audience
billboards are a good way to catch the attention of
which is middle-aged women. They are more likely to
tourists and commuters. Atlanta also has a NFL team,
have kids that play sports all year long. Also, with the
NBA team, and MLB team.
weather being so nice, it is a big vacation spot for families. Advertising on cruise ships with so many
Washington DC-MD—2,334,804 DC has many tourists since there is so much history in the city. DC has many bus tours, and mobile advertising. Billboards are also all around the city which would be the most beneficial. A lot of families travel there to see the city and learn the history, thus bringing in a lot of middle-aged women.
cruises leaving Florida would be a good way to catch attention.
DMA Reasonsing
Boston, MA/NH—2,417,120 Boston is another city in which many people travel
Chicago, IL—3,515,299
to. The Boston Marathon takes place there, which
Chicago has a big population, and thus a lot of potential
brings in thousands of people, also Boston is a big
markets. The L is one of the biggest used transportation
city to celebrate St. Patrick’s Day in. Billboards for
systems in the city. Many people use the L every day as
Buffalo Wild Wings around that time would be
transportation to work. Bus tours, and cabs are still big
beneficial. Boston is a huge sports city. It is one of
in Chicago, thus having the potential for more mobile
the only cities who have major league sports on the
marketing. Chicago also has O’Hare and Midway
east coast.
airports, which are two of the biggest international airports in the U.S. Also, sports are huge in Chicago. They have two MLB teams, an NBA team, a WNBA team, an NHL team and many more.
Traditional Media Objectives To increase the reach of the target audience, middle-aged mothers, by 25 percent between January 1, 2019 and June 30, 2019, exposing them to campaign ads four times a week.
Digital + Social Media Objectives Follower base:
Facebook followers: 11,957,098 Facebook likes: 12,494,938 Twitter followers: 685.3k Instagram followers: 302k
Objectives 1.
To reach 700k Twitter followers between January 1 and June 30, 2019.
Media Objectives
2.
To reach 350k Instagram followers between January 1 and June 30, 2019.
3.
To solidify Buffalo Wild Wings Facebook following by reaching 12,200,000 followers by June 30, 2019.
4.
To increase website traffic by 25 percent between January 1 and June 30, 2019
Strategies
Media Mix Strategies
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Cable Television Network Television Social Media Out Of Home Media
Television
Media Mix Strategies
Scandal, This is Us, NCIS, The Big Bang Theory, Super Bowl, New Girl, The voice, Game of Thrones, Fixer Upper, Property Brothers, Top Chef, Pioneer Woman
Social Media
Media Mix Strategies
● Twitter ● Facebook ● Snapchat
Print Media
Media Mix Strategies
Rolling out Magazine: Atlanta, Chicago, Cleveland, Detroit, Dallas, Houston, LA, NY, & San Francisco
BUDGET
Media Flow Chart
Budget Allocation Broadcast: $2 million $5 million for the SuperBowl Print: $5,000 Social Media: $75,000 Out of Home: $20 million Total Budget: $ 27 million
Questions?