31 E. Center Street, Fayetteville, AR 72701, 479.251.1800

Campaign Goal• To provide quality advertising that reinforces the

brand promise

• To reposition the restaurant in the consumers’ minds as distinctive from the competition, that is that our target market views Taste of Thai as fresh, innovative and culturally exhilarating

• To create top-of-mind awareness among 50 percent of our target market in eight months

Target Market Research

• Between 1981 and 1996, U.S. consumer awareness of Thai cuisine jumped to 74 percent. We hope to capitalize on this growing market.

• More than 90 percent of consumers are familiar with or have tried ethic cuisine. About half of our target market eats ethnic cuisine more than two times a month.

Target Market

Demographics• 25-34 year old young professionals• Average income of $30,000 or more

Psychographics• Adventuresome• Interested in trying new things• Place a high value on individuality

Where Are We Now?• Currently popular with college students and young

professionals

• Reputation for authentic food at a reasonable price

• Renowned throughout Northwest Arkansas

• Quiet, calming atmosphere

• Great location on the Fayetteville square

Competition

Thai Diner – Fayetteville• Inexpensive• Casual environment• Drive-thru• No distinctive atmosphere• Fast service • Free parking• Holds reputable place in consumers’ minds

Competition

Shogun – Fayetteville• Expensive • Impersonal atmosphere • Free parking • Small sushi bar• Live food preparation• Holds a place in consumers’ minds

as being an upscale and reputable

Competition

Racha – Fayetteville• Inexpensive• Fast service• Free parking• Not as authentic• Holds place in consumers’ minds as fast

and inexpensive, but not as authentic

Competition

Madame Wu’s• Moderately priced• Family-friendly atmosphere• Free parking• Located further from campus• Holds place in consumers’ minds as being

a family-oriented restaurant with fair prices

Where We Want To Be

• We want consumers to feel that by going to Taste of Thai, they are immersing themselves in a new experience, distinctive from other restaurants.

• We want the food and environment to feel like an exhilarating cultural experience.

What Can We Offer

• Our key selling attribute is that Taste of Thai is a new experience outside of everyday restaurants. It is not just about enjoying ethnic food, it is truly an escape into another culture.

• The unique cuisine and distinctive atmosphere will envelop customers into this culturally-rich dinning experience.

How Will We Do It• We will promote Taste of Thai as a fresh, innovative, and

culturally exhilarating experience that will tempt diners to escape to exotic south-east Asia.

• Ads will be stylized in one of two ways:– Contemporary and simple with a focus on the logo.– Personal appeal from the restaurant owner. These will

feature the owner dressed in his chef uniform inviting people to experience his country. Radio ads will feature voice-overs from the owner with a similar message.

How We Will Do It• Ad placement

– Restaurant section of the phonebook, along with a full-page menu

– Cityscape, the monthly society publication– Radio ads on several popular stations during midday and

evening drive-time to appeal to drivers looking for a place to dine

– Multiple ads in both the Arkansas Democrat-Gazette and the Morning News in the food, culture and entertainment section, with an emphasis on award-winning cuisine

– Brochures to place in hotels lobbies in the Northwest Arkansas area, which will include a sample menu and driving directions

Tying Ads Together

• Owner will be in all advertising

• Same logo

• Same typefaces

• Same slogan

Distinguishing Our Ads

• Polished, contemporary feel in all advertising

• Personal appeal to invite customers to experience Taste of Thai

• Unique logo will be used in all advertising, which differentiates us from the existing Thai restaurants in the area

Logo and Slogan

exotic taste. local place.