Steve Gerl

Operation: Doggy Bag is a guerrilla marketing project where a barbecue restaurant (Smokey Bones) is using guerrilla marketing techniques along with a relevant giveaway to promote their image as a friendly, family restaurant.  Below is the creative brief.  More details/execution to come.

Creative Brief

Client: Smokey Bones Barbeque and Grill

Project: “Operation: Doggy Bag”

Date: 25 May 2010

Job # 1

Prepared by: Steve Gerl

Objective

The objective of this operation is to promote awareness of the location of Smokey Bones store #7553 and to increase customer loyalty through thoughtful promotion. The project should enhance the existing image of an affordable, friendly restaurant. Also to promote summer catering for specific events (Labor Day, 4^th of July, Memorial Day). The catering information will be provided. A secondary objective is to shake the image of Smokey Bones as a chain restaurant.

Target

Adults 25-40- The people in this age bracket have already started or are planning on starting a family. This project should inform them know that Smokey Bones caters to families. Value is a priority for them, and there is a value menu at Smokey Bones. This could set them up for the Bones Club rewards program as well, due to the exclusive coupons. This op primarily deals with the emphasis of a friendly atmosphere.

Benefit

Smokey Bones improves its standing in preference with the customer. This may happen subconsciously. The benefit changes the perspective that Smokey Bones is a huge, impersonal chain. It shows that it is a local restaurant, with a local staff, that happens to be owned by a chain.

Support

The support for this op stems from the thoughtfulness of the project. Consumers love free things only when they are relevant. i.e. A camera buyer would much rather have a lens brush than a draw-string bag.

Executional guidelines

The message needs to be simple yet informational. The ad size should be no more than 3 inches by 3 inches and written with marker. The budget is minimal, less than $20, but the client has supplied the bags and information sheets. The dog treats will need to be purchased and bagged as well.

Tonality

The tonality of this op should be friendly and inviting.