Enhancing Lunch Hour Business Through Digital Marketing for The Next Door Pub
A comprehensive digital ad campaign aimed at increasing lunch hour business for The Next Door Pub, a favored Italian restaurant in Lake Geneva, WI. The campaign focuses on highlighting the value, benefits, and awards of the pub to attract more customers, particularly locals and tourists. Through creative ads and brand awareness strategies, the goal is to leverage the pub's unique offerings to drive foot traffic during lunch hours and differentiate it from competitors in the region.
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The Next Door Pub Digital Ad Campaign MARK240 Portfolio Project By: Brian Soeth www.yourwebsite.com Digital Marketing 1
The Next Door Pub Introduction The local company I have chosen is The Next Door Pub, an Italian restaurant & pizzeria located in Lake Geneva, WI. The Next Door Pub is a long-time local favorite which I frequented as a little boy with my family. Currently, I am employed at The Next Door Pub as a line cook. I chose The Pub, as it is commonly called, since being an employee has allowed me to identify specific areas which could be improved through the application of a digital marketing campaign. www.yourwebsite.com Digital Marketing 2
Focus The service I will be focusing my advertisements on is the overall value of the Next Door Pub, as created by its benefits, features and awards. I believe this, coupled with proper advertising, will benefit the company most overall. Familiar 01 The locals eat here The locals already know and love the Pub, but many assume it is not a viable option for their lunch break. Tourist Destination 02 Little Chicago Lake Geneva is a tourist town most frequented by visitors from the Chicagoland area. Nearly every service and restaurant in the town caters to this crowd, and charges Chicagoland prices. Defiant 03 Stay Wisconsin The Next Door Pub has become immensely popular by being one of the only locations which does not follow the Chicagoland pricing model. www.yourwebsite.com Digital Marketing 3
Value Save Your Money 04 The Next Door Pub has the best local value, offers specialty dishes with a WI twist, and is the highest awarded restaurant in the entire county. Busy 2h+ Wait Times 05 The dinner hours always meet capacity and have long waits, leading many to the assumption that this also happens during the lunch hour. It does not. Lunch Hour 06 Where to today? This results in many locals paying far more to eat someplace they normally wouldn t visit, instead of saving money and eating someplace they already enjoy. www.yourwebsite.com Digital Marketing 4
Overarching Goal Lunch Hour The overarching goal of the digital ad campaign is to increase lunch hour business through brand awareness, by focusing on the value created by The Pub s benefits, features and awards. The campaign will utilize three PPC Ads. The campaign s success will be measure through three KPIs. www.yourwebsite.com Digital Marketing 5
Hungry Ad 1st Ad The first ad would have a white background with a black and white image of someone taking a bite of food. The title would say Hungry? in red block letters at the top of the ad. Beneath the title, colored graphics of each award the Next Door Pub has won over the years would begin populating and covering the image. These award seals would continue to populate the ad space, while new text, followed by the company logo, would appear on top of them stating, Why choose anywhere else? . The awards and background image would fade away, leaving only the red Hungry? , beneath that the Why choose anywhere else? , and beneath that the Pub logo. Why choose anywhere else? would then fade leaving only Hungry? with the Next Door Pub logo beneath it. The logo would then fade back into the grey scale image, beginning a new repeating cycle. At the very bottom of the ad, in a static location, would exist the call-to-action, a yellow button which states Order Now . www.yourwebsite.com Digital Marketing 6
Features Ad 2nd Ad To provide cohesion, the format of the second ad is similar to the first. The ad would have a white background with a black and white image of someone taking a bite of food. The title would say LunchBreak? in red block letters at the top of the ad. Beneath the title, colored graphics detailing the features of the Next Door Pub would begin populating and covering the image. These graphics would continue to populate the ad space, while new text, followed by the company logo, would appear on top of them stating, Why choose anywhere else? . The graphics and background image would fade away, leaving only the red Lunch Break? , beneath that the Why choose anywhere else? , and beneath that the Pub logo. Why choose anywhere else? would then fade leaving only LunchBreak? with the Next Door Pub logo beneath it. The logo would then fade back into the grey scale image, beginning a new repeating cycle. At the very bottom of the ad, in a static location, would exist the call-to-action, a yellow button which states OrderNow . www.yourwebsite.com Digital Marketing 7
To provide cohesion, the format of the third ad is similar to the first and second. The ad would have a white background with a black and white image of someone taking a bite of food. The title would say Lunch Break? in red block letters at the top of the ad. Beneath the title, colored graphics detailing the benefits of the Next Door Pub would begin populating and covering the image. These graphics would continue to populate the ad space, while new text, followed by the company logo, would appear on top of them stating, Why choose anywhere else? . The graphics and background image would fade away, leaving only the red LunchBreak? , beneath that the Why choose anywhere else? , and beneath that the Pub logo. Why choose anywhere else? would then fade leaving only LunchBreak? with the Next Door Pub logo beneath it. The logo would then fade back into the grey scale image, beginning a new repeating cycle. At the very bottom of the ad, in a static location, would exist the call-to-action, a yellow button which states OrderNow . Benefits Ad 3rd Ad www.yourwebsite.com Digital Marketing 8
Awards Below are some of the many awards that The Next Door Pub has won over the years. Sustaining Partner Award Best Overall Pub Best of Walworth County The Best of Walworth County series began in 2010, and almost immediately began showering The Next Door Pub with accolades. The first year the Best of program began, (2010), The Next Door Pub won the award for Best Overall Pub . Through years of teaming up with The Walk to End Alzheimer s, The Pub recently received the Sustaining Partner Award. www.yourwebsite.com Digital Marketing 9
Testing Multivariate Multivariate testing for all three ads will pair together different combinations of benefits, features and award images. I chose to change these variables as they are the only adjustable images present. Multivariate testing will result in the image combination which provides the highest conversion rates. www.yourwebsite.com Digital Marketing 10
A/B testing for all three ads consists of changing everything red colored to yellow, and everything yellow colored to red. A second round of A/B testing using the highest converting result from the first round, will add a light orange boarder around the ad and all ad copy. These adjustments are based on the well-known marketing concept that yellow and orange are the two colors which make people feel most hungry, and red is associated with emotion and passion. Seeing these colors in combination with one another invokes feelings of being passionately hungry. This concept has been exhaustively studied and is currently being applied by multiple billion- dollar companies such as Pizza Hut, In-N-Out, Wendy s, and McDonalds. Testing A/B www.yourwebsite.com Digital Marketing 11
Key Performance Indicators The three key performance indicators pertain directly to conversions. CR CTR CPC Conversion Rate Cost Per Conversion Click Through Rate CTR measures the rate at which someone sees the ad and clicking verses seeing the ad and not clicking. Conversion rate is a measurement of conversion. Cost-per-conversion is the price the Next Door Pub ultimately pays for each customer conversion acquired through the ad. Since clicking the ad leads directly to a landing page for placing an order, CTR directly relates to conversion. www.yourwebsite.com Digital Marketing 12
Conclusion In conclusion, I will create a digital ad campaign with the overarching goal of increasing lunch hour business. This will be accomplished through the following items: Pay Per Click A/B & Multivariate Value 3 KPIs Ads Focus Testing Key Performance Indicators The digital ad campaign will measure its success through Conversion Rate, Cost Per Conversion, and Click Through Rate. The digital ad campaign will utilize three pay per click advertisements. The digital ad campaign will focus on the value created by The Pub s benefits, features and awards. The digital ad campaign will utilize both A/B and multivariate testing to optimize conversion rates. www.yourwebsite.com Digital Marketing 13
References Iqoncept. (2011, July 19). Conversion rate [Image]. Dreamstime.Com. https://www.dreamstime.com/stock-illustration-conversion-rate-grade-lined-paper- successful-sales-percentage-words-student-plus-stamped-to-illustrate-good- image48414618 Alexmillos. (n.d.). Pay per click [Image]. Dreamstime.Com. https://www.dreamstime.com/royalty-free-stock-photo-pay-per-click-button-illustration- design-over-white-background-image34784925 Bittner, C. (n.d.). Next Door Pub Logo [Image]. Nextdoorpub.Com. http://www.nextdoorpub.com/ Josepalbert13. (n.d.). Click through rate [Image]. Dreamstime.Com. https://www.dreamstime.com/ctr-click-rate-inscription-green-keyboard-key-written- metallic-finger-pressing-image215905882 Blunarova, C. (2019, July 6). Arrow neon signages [Photograph]. Unsplash.Com. https://unsplash.com/photos/hmzKFGDeOV4?utm_source=unsplash&utm_medium=referral&u tm_content=creditShareLink Kornakov, A. (2020, March 2). Purple and pink hungry neon light signage [Photograph]. Unsplash.Com. https://unsplash.com/photos/1V- w15l4w58?utm_source=unsplash&utm_medium=referral&utm_content=creditShareLink Croft, B. (2017, December 4). Order now picture [Image]. Freepngimg.Com. https://freepngimg.com/png/25736-order-now-picture Soeth, B. (2021a, April 25). Best Pub Award Photograph [Photograph of Illustration]. In The Next Door Pub. Dent, J. (2019, September 29). Brown wooden door [Photograph]. Unsplash.Com. https://unsplash.com/photos/JVD3XPqjLaQ?utm_source=unsplash&utm_medium=referral&ut m_content=creditShareLink Soeth, B. (2021b, April 25). Multiple Awards Photograph [Photograph of Illustration]. In The Next Door Pub. Dodonov, A. (n.d.). Cost per conversion [Image]. Dreamstime.Com. https://www.dreamstime.com/cost-per-conversion-cpc-shown-conceptual-photo-using-text- image205039730 Soeth, B. (2021c, April 25). Next Door Pub Drawing [Photograph of Illustration]. In The Next Door Pub. Soeth, B. (2021d, April 25). Sustaining Partner Award Photograph [Photograph of Illustration]. In The Next Door Pub. Golbay, D. (n.d.). Testing [Image]. Dreamstime.Com. https://www.dreamstime.com/stock- photo-testing-chalkboard-d-outlined-text-wood-image62894840 Stoeber, J. (n.d.). Key performance indicators [Image]. Dreamstime.Com. https://www.dreamstime.com/letter-board-message-kpi-key-performance-indicators- empty-room-image173288853 Guadagno, A. (2020, December 1). Man in white crew neck t-shirt eating [Photograph]. Upsplash.Com. https://unsplash.com/photos/9qae5j1FAaY?utm_source=unsplash&utm_medium=referral&ut m_content=creditShareLink Szczbylo, A. (n.d.). Benefits features [Image]. Dreamstime.Com. https://www.dreamstime.com/handwriting-text-writing-benefits-features-conceptual- photo-making-product-stand-out-crowd-value-handwriting-text-image181497047 www.yourwebsite.com Digital Marketing 14
