My group partnered with Tudor’s Biscuit World to put on a marketing campaign. We were asked to focus on a specific event being held this coming spring. Tudor’s is doing a four-wheeler give-away sponsored by Mountain Dew. We were given an extensive budget. The projected advertising costs absorbed most of that, while still allotting for travel costs and additional expenses. This giveaway entails consumers to fill out a form and bring it into Tudors to be entered into the event. This brief our problem and how we will respond to it. Our biggest priority for this campaign was to raise awareness to not only our current demographic but also to a new one that includes a younger age. Because this is a first-time event, promotions set in the right places at the right time is really important. Our chosen touchpoints include television and social media as our most important, along with newspaper and billboards.
In order for Tudor’s to reach its goal of successful migration into other states: Virginia, Kentucky, and Ohio, it’s important to increase brand awareness. Being a “mom and pop” style restaurant, it faces many similar competitors in the industry; however, Tudor’s also has a drive-thru option and affordable prices that separates it from many others. A major barrier for Tudor’s is their technology and minimized media usage, which is necessary to reach a younger demographic. On the other hand, Tudor’s is known for their fresh, homestyle, original and homemade menu items. By focusing on brand awareness and active visitation, Tudor’s will reach more desired consumers.
The current target audience for Tudor’s Biscuit World is mainly an older demographic with low to average household income. By becoming more active on social media, using additional media outlets and partnering with such dominant companies in their markets, Tudor’s will achieve brand awareness throughout this campaign. Becoming more active on social media by showcasing upcoming events, such as the four-wheeler giveaway, will allow it to reach a younger more technologically advanced audience. Finally, using the submitted registration cards, Tudor’s will have an extensive audience to directly market in the future. Overall, the giveaway solves the problems Tudor’s Biscuit World has recognized, and will ultimately help them expand their location and increase brand awareness. Start your day the homemade way and enter into Tudor’s four-wheeler giveaway!