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Group 5 VLMS, Inc. Pete Van Buskirk Christi Louis Stefan Meisel Rich Sarsfield

Group 5 VLMS, Inc. Pete Van Buskirk Christi Louis Stefan Meisel Rich Sarsfield. The Issue.

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Group 5 VLMS, Inc. Pete Van Buskirk Christi Louis Stefan Meisel Rich Sarsfield

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  1. Group 5 VLMS, Inc. Pete Van Buskirk Christi Louis Stefan Meisel Rich Sarsfield

  2. The Issue Abiding by its founder’s motto, “Legendary food, legendary service, through legendary people” Binghamton’s Texas Roadhouse has prospered. Lines at dinnertime are regular, however 4 - 6pm are their weakest hours. How can the Roadhouse increase sales during those hours as well?

  3. Objectives • Secondary Demand Stimulation • Market Penetration Strategy • 16% increase in sales Fall 2004 and Spring 2005 SUNY semesters

  4. Budgeting Pipe Dream • Black and white ROP

  5. Budgeting Fox 40 • 60 second ad

  6. Budgeting Star 105.7 • 45 second ad between 5am – 8pm

  7. Budgeting Total Media Expenditure $274,250 VLMS Pay for Results Fees = $45,714 Production Costs = $57,500 Total IBP Costs = $377,464 Available Income • Annual Sales $2.8 million • 16% increase = $457,142 In excess = $79,678

  8. Strategy Target Customer Analysis • Undergraduate (18-22 years old) • Graduate (22-25 years old) Promotion • Coupons and discounts • Happy hour from 4-6 • Photo Contest

  9. Strategy Photo • Happy hour pictures • Winners in next commercial Message • “What’s New?...” “If you miss this, you’d be nuts!”

  10. Creative Ideas • Crazy the Nut • Television • Print • Radio

  11. Evaluation A success • Positive stir of enthusiasm • Best media placement value • Stayed under break even income • Address more than target market • Future considerations

  12. Thank you and any questions?

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