Cafe Adobe Part II Group Marketing Plan

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Advertising campaigns will be just as active for Pinata Parties for children as "After or Before the Game Events" for adults. and, of course, the Cinqo de Mayo celebrations for all.

II. Promotional Mix Strategy

Advertising -- the advertising objective will be to showcase Cafe Adobe as an affordable, entreating, family oriented restaurant with a great atmosphere for young and old alike. A detailed schedule of advertising will be used to continuously run ads to keep brand awareness alive, while creating more buzz at various times between certain sporting events, localized neighborhood celebrations, and Mexican and Spanish themed holidays.

Rethinking the advertising strategy will expand a bit, but continue to be committed to the local/local philosophy. Billboard advertising will be the cornerstone, then using radio and local promotions to enhance the localized feel. The advertising strategy will strive to create cognitive brand awareness while educating potential customers on quality at a value price.

Direct Marketing -- includes direct advertising and marketing strategies through the local radio stations and local news stations during community and special events. Direct marketing will include giving away coupons for a free appetizer or discounted Pinata Party at these radio and television network booths and tradeshows.

The use of couponing in local Money Mailer or direct market publications will also be utilized. These will involve a free appetizer with 2 purchased dinners, buy 1 dinner, and get the 2nd at 1/2 price, or a discounted Pinata Party for the children.

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This will encourage patrons to at least try the restaurant.

Sales Promotion -- Happy hour between 4-6 and then after 10pm for special appetizer combinations within the bar; a series of early bird meals in the restaurants, and children's specials will round out local promotions. Couponing will be aggressive within the community.

Public Relations/Publicity -- Local Radio and television stations will be prompted to feather Cafe Adobe by sponsoring LOCAL events; baseball leagues, bowling groups, high-profile Latino community centers or educational opportunities. For instance, instead of spending $2,500 on a direct mail program, donate $2,500 in books to 2-3 of the local low-income school libraries and have a press release or story for the local news.

Personal Selling -- Is tied with sales promotion for this venue since it is the "attendance" needed as opposed to product purchased is the prime focus. The objective for all marketing strategies for Cafe Adobe is to get individuals into the restaurant for the authentic experience! Of course, we realize that there are choices when dining out -- the entire combination for Cafe Adobe must be: unique and home-made authentic dishes; fun atmosphere for all ages; neighborhood local and commitment; part….....

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