Brand Fun

Pretty Prairie, Kansas is what is known as a destination (a place that non-residents make a special trip to visit). It is probable that "locals" will tend to frequent the restaurant due to the convenience of close proximity. It is probable that residents of surrounding towns might occassionally travel to Pretty Prairie to eat at the restaurant if the food and service are reliably good. How can the restaurant increase the likelihood that locals and residents of surrounding towns will eat there? And, can the restaurant attract people who live further away, or even make money online?

One or more of the following can be used to reach a larger audience.

Market

Audiences

  • Pretty Prairie residents ("locals")
  • Surrounding town residents
  • People who live further away/destination seekers
  • Hypothetical online customers

Promotion by Audience

Pretty Prairie and Surrounding Town Residents

Pretty Prairie residents will be aware of Pretty Prairie Steakhouse due to its close proximity. People who live further away, but close enough to physically travel there to eat firstly need to become aware of Pretty Prairie Steakhouse in order to consider traveling there.

Methods

  • Fliers
  • Word of mouth/reputation
  • Search Engine Optimization (SEO)
  • Website
  • Facebook
  • Email/newsletter blasts
  • Targeted ads (Google, Facebook, Twitter)
  • Physical newspapers (Pretty Prairie, Hutchinson News, Kingman County News, Wichita Eagle)
  • Online newspapers (Pretty Prairie, Hutchinson News, Kingman County News, Wichita Eagle)
  • Sponsorships (events, radio spots/contests, etc.)

Hypothetical Online Customers

Hypothetical online customers are people who purchase a product through the website, but never visit the physical restaurant. Why would they do this? It could be for several reasons: the steakhouse could sell online product for an additional revenue (example: meat cut delivery business similar to Omaha Steaks), the steakhouse could developed a recognizable, pop culture brand that generates a following (example: popular merchandise). Of course, online customers will need to become aware of Pretty Prairie Steakhouse in order to become an online customer!

Methods

  • Search Engine Optimization (SEO)
  • Website
  • Facebook
  • Email/newsletter blasts
  • Targeted ads (Google, Facebook, Twitter)
  • Online newspapers (Hutchinson News, Kingman County News, Wichita Eagle)

Yoder Example

Near Pretty Prairie, Kansas is a town called Yoder. Yoder is an Amish town and has a reputation for old-world craftsmanship and homestyle, comfort food. Could Pretty Prairie Steakhouse be part of a local rustic/quaint reputation that might attract destination visitors in a way similar to Yoder?

Hypothetical Chain

Though Pretty Prairie Steakhouse is unlikely to attract the kind of traffic that would be found in a successful restaurant in a prime metropolitan location, it could hypothetically be an incubator and launching pad for a chain brand.

Considerations

  • Name
  • Branding (psychological association)
  • Operations/scaling up
  • Locations
  • Finance
  • Economies of Scale
  • Social Media (Facebook)
  • Location services
  • Awareness/buzz

Brand Examples

Location Services

  • Location lookup
  • Local info
  • Google map

Shop

  • WooCommerce, Quick Cart View (shop integration, in person/by mail, SSL certificate possibly needed)
  • Clothes and Merchandise

Hypothetical Merchandise

Crowdsourced T-shirts

Hoodies

Other Merchandise

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