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Tactics
– Tactics will set the messages for customers. It will define the key marketing messages that
need to be transmitted.
The key messages will include;
Unique quality and ambiance
Company’s focus on customer relationship management
One stop shop for high end party people
Management team/founder members experience of organising social networking events
Being considered hip, trendy and well established when aligned to the brand
Information on events and parties being organised (DJ’s, fashion shows etc)
Programs
– This is the delivery stage where all the strategy and tactics are implemented.
To increase brand awareness and market its service the company will undertake the following;
Marketing Activities
Send out press releases to create interest. The company will release 4 advertisements prior to
launch and two every month on weekends for the next six months. The company has selected
key newspapers and is in active discussions with PR agencies
Send out press release to key media outlets or key individuals to create coverage
Use Facebook, Twitter and other social networking sites to invite people to become members
and/or share the press release/video
Sponsor events in Michigan to push the brand in that region.
Have a monthly or bi-weekly event produced by the company to promote the cafe bar lounge
Purchase merchandise to giveaway during special events/weekend parties
Hold charity events, like a golf tournament and invite the target market segment to push the
brand
