Carly Fleck
Carly Correia
Brianna Morell
Wyler Gins
Table of Contents
Executive Summary
4
Industry Information
7
Industry Information: Florida
10
Client Background
12
Problem
15
Target Market
16
Competition: Naples Beach Brewery
22
Competition: Point Ybel Brewing Company
24
Competition: Fort Myers Brewing Company
26
Indirect Competition: BJ’s Brewhouse
28
Objectives
29
Creative Strategy
32
2
Table of Contents
Strategy: Newspaper
34
Strategy: Radio
35
Strategy: Outdoor Advertisements
36
Strategy: Social Media
37
Tactic: Bonita Daily News
40
Tactic: Bob FM
46
Tactic: Billboard
51
Tactic: Facebook
54
Budget
56
Control and Implementation
59
Conclusion
60
Bibliography
62
Appendix
??
3
Executive Summary
Momentum Brewhouse is a microbrewery that currently holds a very small share of the craft beer
market. This market has great potential; therefore Momentum has all the opportunity to expand and make a
name for themselves. In order for this to happen, Momentum needs to make their location known among the
target market and build hype around their weekly events. To address these issues, we have developed
objectives that will be met through a consistent and effective advertising campaign.
To meet the objectives of location awareness and recall of weekly events, we will put into effect
multiple advertising strategies with our tagline “Start your night with Momentum.” The current Momentum
logo perfectly symbolizes the theme of the advertising campaign, which is a fun and carefree vibe; therefore it
will not be changed. The logo will be placed on every ad along with the tagline, address and a reminder of the
weekly events. Strategies such as advertising on radio, social media, outdoor advertisements, and newspaper
will be put into effect in order to reach our target market of men and women ages 45-65 living in the 34135 zip
code, as this age group makes up 34.18% of craft beer consumption. That is more than any other age range.
We believe that Momentum has great potential to become the number one spot for local craft
beer in the South West Florida Area, specifically, Bonita Springs. By continuously advertising through the
strategies selected, we will raise the awareness of Momentum’s location and recall of weekly events. This will
help launch Momentum’s uniqueness as a family-oriented business.
4
Situational Analysis
Industry Information
Momentum Brewhouse is a microbrewery, which is defined as a brewery that produces less than
15,000 barrels of beer per year. There are three different ways that microbreweries sell beer to the public.
They can sell to a wholesaler who then distributes to retailers and consumers, they can sell directly to the
retailers, or they can sell directly to the consumer (Craft Beer Industry). Momentum Brewhouse directly sells
to consumers by providing a service bar. Although Momentum does not currently distribute to retailers they
are hoping to begin distributing within the next year (Momentum).
The craft beer industry is on the rise now that knowledgeable and health conscious consumers
are deciding to drink higher-quality beers instead of premium brands, such as Anheuser-Busch and
MillerCoors. Although these two massive companies have 76.3% of the market share for beer production,
craft breweries have become increasingly popular among consumers. Since 2011 there has been a rise in the
craft beer revenue growth, resulting in a decline of the standard American beers. Craft brewers are the
reason behind the “estimated 5.9% rise in industry enterprises to 2,529 companies over the five years to
2014.” Over the past decade, craft beer has emerged as one of the fasting growing alcoholic beverage
categories in the U.S. (IBIS).
6
Industry Information:
Craft Beer on the Rise
This chart shows how craft beer competes with other alcoholic beverages. The craft beer
industry is increasing as premium beer is slowly declining (IBIS).
7
Industry Information: Florida
Craft breweries in the state of Florida are on the rise. There has been a steady increase in the industry
since 2011. Florida now has 66 breweries in the state and is ranked 13th among all 50 U.S. states (Craft Beer Sales).
According to NBC, there is a trend brewing in Fort Myers, and that is craft beer. “Microbreweries are
the buzz right now around the country,” (Brown). According to the Brewers Association, the number of breweries
that opened in the U.S. nearly doubled from 2011 to 2012.
“This is a terrific addition to our local scene,” said Christine Ross, president and CEO of the Bonita
Springs Area Chamber of Commerce. “There is a large following for micro brews in Bonita and we think they will
be very successful.” “The focus is to carry the local beers as much as possible,” said Naples business owner
(Miguel-Navarro).
8
Client Background
Brian and Kate Hahn created Momentum Brewhouse. It is the first brewery on tap in Bonita
Springs, and opened they opened their doors in 2014. Brian and Kate met at Southern Illinois University in
Carbondale Illinois and moved to Chicago after graduation (B. Hahn, 2015). Brian sparked the idea of opening
his own brewhouse when a friend of his gave him a bottle of Flounder’s Brewing’s Breakfast Stout. He stopped
drinking basic light beers and moved on to craft beer after this experience. Shortly after this, Brian found a true
passion for craft beer and decided to take a home-brewing class with his wife. The rest is history.
Now, three years later, Brian and Kate live in Bonita Springs, Florida. Brian has created over 30
mouth-watering craft beer recipes, one actually named after Kate and Brian’s son, Pierce. This was
accomplished in a 3,000-square-foot semi industrial space (Downey, 2015). This space is located off Bonita
Beach Road, with easy access to have a fun enjoyable evening (Chris, 2015).
Momentum is open to the public Thursday through Sunday. Thursday and Friday they are open
from 5pm to 10pm. On Saturday they are open from 12pm to 10pm and Sunday they are open from 12pm to
8pm (Momentum). The rest of the week has been dedicated to allowing Brian to use his craft skills to create
these delicious beers. Brian says he wants the environment of Momentum to be “family-oriented.”
9
Client Background
They have multiple board games to get everyone in the family involved as well as ping-pong, corn
hole, and even basketball. There is a large chalk board on one of the walls which is used to show upcoming
events, when new beers will be released, and for children to draw at their leisure (K. Hahn, 2015).
The name Momentum came to be when Kate and Brian decided that they always need to keep
moving forward no matter what the obstacles are that they are facing. The logo came from Brian’s creative
mind. He was drawing one day and thought how great it would be to incorporate a beer glass with arrows to
represent their business as moving forward (B. Hahn, 2015).
Kate and Brian also serve their beer in a fun way. They use muffin tins with small glasses to allow
the public to taste their beer. With this you are also given a cup of popcorn (McGuan). This idea makes
Momentum stand out while also showing the Chicago theme through the use of aluminum trays. Kate and
Brian are choosing to be the only investors so that one day they can leave behind a legacy for their son, Pierce
(K. Hahn, 2015).
10
Problem
The current problem that Momentum Brewhouse faces is awareness, more specifically, awareness
of location. They also have a problem with people associating events to their business. The business has only
been in practice since August of 2014 (Momentum). According to IBIS world, Momentum only spends around
$5,000 a year on advertising.
Per our target market survey results (in appendix), the current level of awareness among our
target market of Momentum’s location in Bonita Springs, Florida is 21%. Our survey has also revealed that the
current recall level of the association of events to Momentum Brewhouse is 19%. This information shows that
the target market is aware of Momentum’s existence, but not their location and they are not aware that
Momentum has live entertainment and events weekly.
11
Target Market
After interviewing the owners of Momentum Brewhouse, we have learned that the preferred
target market would be males and females ages 21-65. However, after researching the area we have decided
that a different target market would be better. According to IBIS World, “Consumers aged 35 to 54 have
traditionally represented the major consumer base for craft beers, particularly among male beer hobbyists and
home brewers.” In compliance with this information, we have decided to make our target market males and
females, ages 45-65 living in the 34135 zip code, Bonita Springs, FL (PRIZM). We decided to add women to our
target market because “about 58.0% of beer drinkers are men while 42.0% are women. The share of women
beer drinkers has increased gradually during the past five years and is anticipated to continue over the next five
years thanks to the increased marketing and availability of certain seasonal craft beers, which typically perform
well among female consumers,” (IBIS).
In this chart, you can
see that our target
market makes up a
total of 34.8% of the
consumers of craft
beers.
12
Target Market
In the Bonita Springs area, the average age is 54.5*. This average age fits the target market.
Momentum Brewhouse is also located in Bonita Springs which is home to 229, 55+ communities with a total of
43,576* residents (Retirenet). With an average annual income of $67,731.50*, Bonita Springs residents are
perfect targets to spend money on the pricey craft beers that Momentum offers. *Reflects combined
information from both Demographicsnow.com and Nielson
Within the Bonita Springs area, there are 5 major groups of people:
• “Big Fish, Small Pond” -Upscale older with no children
• “Golden Ponds”- Downscale mature with no children
• “Hometown Retired”- downscale mature with no children
• “Sunset City Blues”- Lower/mid older mostly with no children
• “Traditional Times”- Upper/Middle older with no children
This information helps determines that the target market should be focused on older adults with
no children and families. The target market should not include college students (Florida 55 plus).
13
Target Market
Within the Bonita Springs area, there are 5 major groups of people:
• “Big Fish, Small Pond” -Upscale older with no children
• “Golden Ponds”- Downscale mature with no children
• “Hometown Retired”- downscale mature with no children
• “Sunset City Blues”- Lower/mid older mostly with no children
• “Traditional Times”- Upper/Middle older with no children
This information helps determines that the target market should be focused on older adults with no
children and families. The target market should not include college students (Florida 55 plus).
14
Target Market
This chart shows the current ages of individuals living
in Bonita Springs, FL (My Best Segments).
15
Competition
Naples Beach Brewery
Naples Beach Brewery opened in November of 2012 and is located at
4110 Enterprise Avenue, Suite 217, Naples, FL just off of Livingston Road.
With many of their craft brews being distributed to local restaurants and bars,
their brewery is only open to the public Fridays from 3pm-8pm and Saturdays
from 12pm-8pm (Naples Beach Brewery). They create 11 different craft beers
out of their custom built 132 gallon, 3 vessel pilot system (Lawson, 2015).
17
Naples Beach Brewery:
SWOT Analysis
STRENGTH
Naples Beach Brewery partnered with
Coastal beverage and their beers are
now being served at 44 different retail
locations throughout Naples.
WEAKNESS
Naples Beach Brewery only being open
on Fridays and Saturdays is their biggest
weakness. Many people call asking why
and if they can be open Sunday through
Thursday.
OBJECTIVES
Naples Beach Brewery wants to see
some of their craft beers start being
sold out of state and they want to
become a nationally known
microbrewery.
THREATS
If their beers don’t sell at the local
establishments, the restaurants might
not renew the contract therefore losing
business.
18
Point Ybel Brewing Company
Point Ybel Brewing Company is a microbrewery located in Fort Myers
in-between Fort Myers Beach and Sanibel. Their slogan, “Giving a new
Meaning to Island Hopping!” perfectly embodies their location (Kendall,
2015). Their brewery and tasting room is called the “Hurricane Hole” and is
open 7 days a week. Point Ybel uses many tactics to draw customers from the
area including a weekly “Mic Night” every Tuesday from 7:30pm to 10:30pm
and a live band every Friday along with various events. Point Ybel Brewing
Company also uses a billboard to advertise along Summerlin Road near the
entrance to the Sanibel bridge causeway (Point Ybel Brewing Company).
19
Point Ybel Brewing Company:
SWOT Analysis
STRENGTH
Located near Sanibel with many
wealthy tourists and also near Fort
Myers Beach.
WEAKNESS
The smaller size of their brewery and
tasting room limits the size of the
events they can hold. Not serving food
is a weakness that many guests
express.
OBJECTIVES
Point Ybel wants to see their
house brews start being sold at
some restaurants and bars located
nearby. They also want to become
a local tourist attraction that will
attract many of Fort Myers Beach
and Sanibel’s many visitors.
20
THREATS
Competition and lack of awareness is
the biggest threat for Point Ybel. Not
many people know that Point Ybel
exists and with new microbreweries
being opened, they want to work on
getting their name out there.
Fort Myers Brewing Company
Fort Myers Brewing Company opened May 2nd of 2013 and has
grown into one of Southwest Florida’s most popular microbreweries. Being
Lee Counties first microbrewery, Fort Myers Brewing Co. had a head start to
success. They are located at 12811 Commerce Lakes Drive, Suite 27-28, Fort
Myers, FL inside the booming Gateway community (Fort Myers Brewing
Company). They are located in close proximity to Gartner Inc., one of the
leading companies headquartered out of Fort Myers. Gartner employees and
gateway residents account for a large number of their customers. Fort Myers
Brewing Company also uses live bands, food trucks, and events to attract
customers. They make their award winning craft brews 10 barrels a time and
have a tasting room open everyday except Monday (White, 2015).
21
Fort Myers Brewing Company:
SWOT Analysis
STRENGTH
Fort Myers Brewing Company makes
very tasty beer. They recently won 3
gold and 1 silver medal at the Florida
Beer Championship and Brewers
Ball, going head to head against the
best microbreweries in all of Florida.
Fort Myers Brewery also takes pride
in how successful its events are (ex.
Beer Mile) and how many loyal beer
drinkers it has.
WEAKNESS
Not serving their own food has been
a huge weakness, but they always
have a food truck to cater to their
customers hunger.
OBJECTIVES
With the Boston Red Sox’ new
JetBlue park opening nearby, having
them serve Fort Myers Brewing
Company craft beer is a goal for
down the road.
THREATS
As Fort Myers grows, more
microbreweries are started which is
why competition is Fort Myers
Brewing Company biggest threat.
22
Indirect competition:
BJ’s Brewhouse
BJ’s Restaurant and Brewhouse is considered Momentum’s indirect
competition because their primary source of income is from them serving
food ( ,2015). Their primary role as a restaurant, and their secondary role is a
brewhouse will attract people not only for their house-brewed beer, but their
world-class food. BJ’s Restaurant and Brewhouse is a newer restaurant
located in Gulf Coast Town Center. BJ’s in Fort Myers is a branch of the
corporation that started in 1978 in Santa An, California (BJ’s Restaurant and
Brewhouse).
23
Objectives
• According to our target market survey, the current level of awareness
among our target market of Momentum Brewhouse’s location in Bonita
Springs is 21%. Our objective is to increase this to 55% from January 1st,
2016 to December 31st, 2016.
• The current recall level of the association of events to Momentum
Brewhouse is 19%. Our objective is to raise the recall level among our
target market to 45%, through the advertising campaign from January 1st,
2016 to December 31st, 2016.
24
Strategies
Creative Strategy:
Theme and Color
We wanted to keep the theme of the book consistent with what
Momentum already started. Kate and Brian wanted the Chicago theme to be
obvious when you walk into the brewhouse. Chicago is known for its gray
atmosphere; from the dark colored skyscrapers to the atmosphere of the bars
downtown (B. Hahn). The orange is what gives it that pop. The orange was
also a good choice because it is the same color of most light beers.
26
Creative Strategy: tagline
“Start Your Night with Momentum” is a tagline we came up with to
get people interested in joining in on the fun and exciting atmosphere of
Momentum. The target market located in Bonita Springs can come enjoy a
refreshing craft beer and get their night started. There is also the science to
momentum. The actual definition of momentum is, “the quantity of motion
of a moving body, measured as a product of its mass and velocity,”
(Dictionary). In order to go anywhere, you need momentum.
27
Creative Strategy: font
Font: Boston Traffic
Size: 40
Font: Anudaw
Size: 20
The two fonts we chose to use in the ads are called “Boston
Traffic” and “Anudaw.” We chose these two fonts because they are
not perfect. We wanted a fun, industrial feel and these fonts were
easy to read and conveyed that message.
The size of the font varies slightly from ad to ad. This is
because the text is white and we did not want it to get lost with the
background of the photo. The average size however is 40 for the
tagline and 20 for the information. This size works perfectly to fit a
suitable amount of information on each page without having too
much or too little.
28
Strategy: Newspaper
The Newspaper Publishing Industry consists of those that produce
and publish print newspapers. The newspaper industry is dependent on
reader subscriptions and advertisements to make up the majority of their
revenue. Advertising holds their majority of services in print, with 49.8%.
Newspapers are also known for providing advertising to a desirable
demographic (Social and Demographic differences).
This chart shows
that people within
our target market
read newspapers
more than other
demographic.
29
Strategy: Radio Station
Radio Stations are a great way to reach our target market. Radio
listeners tend to be from the “Silent” or “Veterns” generation, 1922-1943,
because the radio was invented in the 1920’s (XRoads). Growing up, this
generation depended on the radio for valuable information and
entertainment. They passed this passion for radio to the Baby Boomers, 19441960, and even Generation X, 1961-1980, (Rosenburg).
Chart from:
State of the
News Media
30
Strategy: Outdoor Advertisements
According to Forbes Online, outdoor advertisements are still very
effective. From the chart below you can see that American travelers spend
quite some time in the car. 58% of those travelers have “learned about an
event they were interested in.” That same 58% also “learned about a
restaurant they later visited from outdoor advertisements.” Additionally, in a
different study, 24% of those travelers said they “have immediately visited a
business because of an outdoor ad message,” while 32% of travelers “visited
the retailer they saw on a billboard later that week,” (Forbes).
31
Strategy: social media
As of 2014, 74% of adults are using social media platforms, which
makes social media very popular. According to Pew Research Center, 65% of
adults who are using social media are between 50 and 64 years old; which is
who we are targeting for Momentum Brewhouse. Social media is a way for
businesses “to connect in positive ways with consumers and the people who
influence them.” Consumers are using social media and it is an excellent, free
tool for businesses to join in the conversation as well. Social media allows
businesses to “increase the visibility of your personal brand and that of your
business” (Use Social Media to Boost Business).
32
Strategy: social media
Chart from:
Social
Networking Fact
Sheet
33
Tactics
Tactic: Bonita Daily News
The Naples Daily News is one of the most popular, and most
successful, newspapers in Collier County. Their sister newspaper, Bonita Daily
News, is distributed in Bonita Springs and South Lee County (Naples Daily
News). These two newspapers are so successful because they are distributed,
and read, to the “newspaper-friendly demographics-- an older wealthier
population that has helped the Daily News hold on to the print franchise
better than most dailies,” (Mitchell).
On a weekday basis they distribute about 44,876 copies in the
Naples and Bonita area. 53.6% of their subscribers range from the age of 18
to 64, which is why advertising in this newspaper is best for our target
market. We are able to reach such a large amount of readers for a low price
(Naples Daily News).
35
Tactic: Bonita Daily News
We have decided to run the newspaper ads during the months of
February, April, June, August, October, and December. During the months of
February, October, and December the ad will be in the newspaper the 1st
Sunday, the 2nd Wednesday, and the 3rd Wednesday of the month. In April,
June, and August the ad will be in the newspaper the 1st Sunday and the 2nd
Wednesday of the month.
The reason for choosing Sunday is because the number of readers on
Sunday is 141,941 people (Naples Daily News). Wednesday is the other day
of choice because of Momentum’s days of operation. They are open
Thursday to Sunday, and we want our customers to be aware before their
weekend starts (Momentum). We chose these months of the year due to the
fact that the billboard we will be placing on Bonita Beach Road will not be up
during these months. By running these newspaper ads, we will be able to
accomplish our objectives to increase awareness of Momentum Brewhouse’s
location and weekly events.
36
Tactic: bonita Daily News
37
Tactic: bonita Daily News
38
Tactic: bonita Daily News
39
Tactic: bonita Daily News
40
Tactic: Radio Station- 102.9 Bob FM
Choosing the best radio station to advertise on, for our target
market, is 102.9 Bob FM. Bob FM is known for “playing anything” and is said
to be the number one radio station in Southwest Florida. Being that they play
music from the 70’s, 80’s, 90’s and 2000’s they have been ranked the #1 radio
station for adults aging from 25 to 54 (WJGO). There are four different radio
scripts that will run throughout the year.
41
Tactic: Radio Station
102.9 Bob FM Script
“Hello craft beer lovers. Come down and start your night with Momentum.
It’s five dollars a glass or eight dollars to taste three homemade craft beers.
Now open Thursday through Sunday, so it’s perfect for any weekend
adventure. We offer great events each weekend. Stop in to see a local band
playing, or perhaps take part in a night of yoga in the brewhouse. You can see
where all the magic works while enjoying a nice event with some fabulous
beer. Momentum Brewhouse is located off of Bonita Beach Road. Grab your
friends and family and start your night with Momentum.”
42
Tactic: Radio Station
102.9 Bob FM Script
“Hey you, yeah you. Do you need a nice cold beer right now? Want to sit
down and unwind from the day with a craft beer? Yeah, I bet you do. Well
why don’t you come start your night with Momentum? We offer a variety of
craft beers for your pleasure. Sit down and make some friends in your local
area while listening to live music from your local bands. We want you to be
there enjoying what we have worked so hard to create. We are located off of
Bonita Beach road. The beer is calling your name, so start your night with
Momentum.”
43
Tactic: Radio Station
102.9 Bob FM Script
“Been at the beach all day? Golfed all morning and afternoon? Time to
unwind with a delicious craft beer. Momentum offers you the experience you
will want. Conveniently located off of Bonita Beach Road, we have a craft beer
that will please any beer lover, while listening to your local live bands. So
come down, unwind from that hot, sunny, Southwest Florida day, and start
your night with Momentum. We’ll see you there.”
44
Tactic: Radio Station
102.9 Bob FM Script
“Looking for an eventful night out? Well come on down and start your night
with Momentum. For a relaxing night, or a fun evening with friends,
Momentum allows you to make the choice. It’s a great environment to bring
the entire family. You can enjoy delicious homemade craft beer while having
family game night. Momentum offers a multitude of board games as well as
corn hole and ping-pong. Located conveniently off of Bonita Beach Road, we
are ready to serve you. So, lets start your night with Momentum.”
45
Tactic: Billboard
A form of outdoor advertising that we chose to use was
billboards. We plan to run our billboard for the months of March, July, and
November on Bonita Beach Road. The billboard will be placed on Bonita
Beach Road about 1.2 miles from Momentum Brewhouse. We chose this
location due to the proximity to the brewhouse as well as the amount of
people that pass it on a daily basis. It has been estimated that the circulation
passing this spot on Bonita Beach Road is 13,160 times daily (Billboards).
The billboard is 22.8’ by 10.5’ and costs $1,200 a month. This is an
affordable advertising tactic that so many will see when driving by. This
billboard will advertise the logo of Momentum Brewhouse as well as the
hours of operations, reminder of live events, and the distance to Momentum.
The billboard contains the tag line “Start Your Night with Momentum,” which
is on all advertisements for Momentum Brewhouse (Lamar Advertising).
46
Tactic: Billboard LOCATION
47
Tactic: BillboarD
48
Tactic: facebook
Facebook is a great way to gain free advertising. It is a prime social
media platform with potential for growth. There is an upward trend of people
ages 45 and older joining and actively participating in the Facebook
community. This trend includes our target market of males and females, ages
45-65 living in the 34135 zip code (International Business Times).
Facebook is easy to navigate and a lot of people within our target
market reported that they use Facebook often to keep in touch with their
younger relatives. Using this tool will help us keep the target market up to
date with events including: live music, parties, and specials. This will also help
individuals find Momentum’s location with ease (Neal).
49
Tactic: facebook
50
Budget
Our advertising campaign for Momentum Brewhouse was allocated
$25,000 to raise awareness. A pulsing schedule will be used and will run from
January 1st, 2016 to December 31st, 2016. Bob FM will be running our 30
second ad 4 times a week during the campaign. They have agreed that the ad
will air between 7am and 10am Monday through Friday. This time is when the
greatest number of people are listening to the radio (Renda, 2015).
We will also be using a billboard located on Bonita Beach Road
during the months of March, July, and November. The Bonita Daily News will
be placing a 3 inch by 4 inch ad that will be published the first Sunday and
second Wednesday during the months of February, April, June, August,
October and December. Bonita Daily News will also be publishing the ad on
the third Wednesday of February, October, and December.
51
Budget
Media Vehicles
Price
Quantity
Total Price
Bob FM
$45.00
208
$9,360.00
Bonita Daily News
Wednesday $573.96
9
$5,165.64
Bonita Daily News
Sunday $680.52
6
$4,083.12
Billboard
$1,200.00
3
$3,600.00
Facebook
$-
-
$-
Production Costs
$2,500.00
-
$2,500.00
Total Dollars Spent
$4,999.48
226
$24,708.76
52
Budget: Flight plan
Jan
Feb
Mar
Apr
May
June
July
Aug
Sep
Oct.
Nov
Dec
Total
Bob.
FM
$78
0
$780
$780
$780
$780
$780
$780
$780
$780
$780
$780
$780
$9,360
Bonita
Daily
News
$0
$1,828.4
4
$0
$1,254.4
8
$0
$1,254.4
8
$0
$1,254.48
$0
$1,828.4
4
$0
$1,828.4
4
$9,248.76
Billboard
$0
$0
$1,20
0
$0
$0
$0
$1,20
0
$0
$0
$0
$1,20
0
$0
$3,600
Facebook
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Total
$72
0
$2548.44
$1,92
0
$1,974.4
8
$720
$1,974.4
8
$1,92
0
$1,974.48
$720
$2548.44
$1,92
0
$2548.44
$21,488.7
6
53
Control and Implementation
The best way to measure if Momentum Brewhouse is successful in
achieving the objectives set, is to do another survey. The objectives are to
increase the current level of awareness of Momentum Brewhouse’s location
among our target market from 21% to 55% from January 1st, 2016 to
December 31st, 2016 and to raise the current recall level among our target
market of Momentum’s events from 19% to 45%, through the advertising
campaign from January 1st, 2016 to December 31st, 2016. The person who
would be responsible for conducting the second survey would be Brian Hahn.
In order to receive accurate data, the second survey would be identical to the
first one.
54
Conclusion
Momentum Brewhouse is the perfect company for growth. With
only one location, it has great potential to spread to the local southwest area,
and more. With the option to distribute your craft beer to local restaurants,
the opportunities could be endless.
None of your competitors have established themselves as “The
Brewhouse” of the Southwest Florida area. Although target market location
awareness is one of your problems at Momentum, it is a common issue for
lots of businesses. Fortunately, with this advertising plan, you have the
opportunity to make it to the top. By addressing main issues and working out
some of the kinks, together we can reach any of your goals. We have the plan
to put you on the right track to success.
55
Conclusion
By redoing your slogan we can bring in a larger crowd. People love
the sound of catchy sayings, and it will help your business to have something
stick. We would like to make you the most well known Brewhouse in
Southwest Florida, as well as make your location better known to the local
community. It is also great to know we have an option for free advertising.
Using Facebook to get the word out about the events at Momentum can only
help you. Other options may cost you some money such as billboards, radio
announcements, and news articles, but in the end, it will bring you more
clientele. We aren’t looking to change anything about Momentum as far as
the look and feel. However, we do believe you deserve to have an advertising
plan that will make you number one. We want you to continue with your
talents of crafting great beer while we advertise that, as well as your events.
So, lets get people to understand that the only way to start your night is to
“Start Your Night With Momentum.”
56
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